Study On Development Strategy Of Vm Clothing Company

With the continuous improvement of China national economy in recent years, too much foreign luxury clothing brand have settled in China, making China after the U.S. luxury consumer. As of all kinds of oversea luxury clothing brands were settled on the China mainland, the brand of luxury clothing market in Shanghai, Beijing and other first tier cities of China, their competition became more and more intense, so they adjusted their strategies, their targets were gradually turned to the second and third tier cities. From Tianjin to Dalian, from Shenyang to Harbin, the Champs Elysees Avenue of China officially commenced in the nationwide.As the market become too attractive, VM clothing company, a joint venture combined by China, France and Italy was founded in Guangzhou in2009, which just operate luxury clothing. There are7VM outlets in Shenzhen, Guangzhou, Dalian, Chengdu, Chongqing and Xi’an now. With the background in this industry, the inside and outside circumstance is so complicated and the competition is so intense. The key for VM to keep viable, vigorous and sustainable competitive advantage is the development strategy. To have a scientific and effective development strategy for the survival and development of the VM Company plays a very important role.So far no systematic development strategy exists as the company is still at the stage of beginning and the operation is less established. This thesis which analyzes and summarizes the advantages and disadvantages in inner and outer environments, the opportunities and threats of VM company aims to present the suggest of option and implement of development strategy of the company as well as detailed development strategy of VM in early stage through collecting a large number of information and analyzing the data of SWOT etc., by which VM could adapts economic development trend better, achieve a long-term stable development, enhance its own brand competitiveness in a short time and realize the goal of expansion. This thesis that is more objective, of which the results are based on researching enormous primary data adopts the combination of positive analysis and theory, quantitative and qualitative methods.. Hopefully, this research can be helpful for the development of VM and give some reference to other companies in the same industry meanwhile.