Blue Starfish Leather Export Marketing Strategy Research

Leather industry in China is an export-oriented industry, with up to 5 million employees. Leather export income keeps top position in light industry in China during recent years on one side. On the other side, the key products of leather industry bounded with international trade, more than 70% of productions are exported. Besides, leather industry is a traditional labor-intended industry in China, providing plenty of job offers, which has contributed much to the stabilization policy of China.Many new comers swarmed into the industry, strict trade barrier from European and American countries became more and more popular, and export drawback from Chinese government has been cut down. Comparing with all these disadvantages, leather products from China are low-cost and low-end. These factors have greatly influenced the development of leather industry of China. How to catch up pace of the industry with more focus on fashion and leisure? How to manage and standardize the operation of leather companies? This paper will discuss on such questions.This paper is based on a feather garments import & export company, Lanhaixing Trade Company. Lanhaixing is a private-owned company, producing and exporting leather garments. By analyzing the concrete problems Lanhaixing has encountered, I find that many of these problems are common in Leather Industry. To solve these problems, I use tools from International Trade, Strategy management, and Marketing theories. At the end I raise out a solution package for Lanhaixing.For the analysis process, first I analyze the problems of Lanhaixing in international marketing, and then the Macro and Microenvironment and internal environment of Lanhaixing. I find that the company less of the ability for product design and marketing strategy design. As a direct result, the Lanhaixing has not any well-known brand. The company sales through a narrow channel, mainly in Euro market, and is lack of customers. Something worse is that the company does not have any information system to help her to grasp and analysis the information from her numerable customers. All the above factors result in that the Lanhaixing can not keep with the trends even in Euro market, it's almost impossible to develop new market; Lanhaixing holds a simple product mix, most of her products are low-cost products, lack of changes in styles. From these bases, I put forward my marketing strategy for Lanhaixing. This strategy covers product, price, place, promotion, green marketing for a company. My view is that to solve the current problems, Lanhaixing need to change to the market-driven strategy, adjust the structure of export products, and step into more markets.