Marketing Strategy For Huamei Company-the Case Of Garment Customization

Hangzhou Huamei is a company who specialize in garment manufacture and sale, to do OEM for foreign market, and for domestic market, with the support of the design team of its own, and the fabric supplied from the fabric market of Shaoxing, they provide new designs each season base on the need of the fashion market, and produce the garments through its own factory, and sale them in store and on line. But, due to the change of consumer trend on fashion market and competition become more keen, the company’s inventory become bigger, the price go higher, the turnover last longer than before, the present marketing model hardly to suit the variety need of the customer, all of these facts caused the dilemma on development of company, and the company face the bottleneck on development, the company can not develop for further under present model.With the new background of the centralization of the customer, the advantage of customization marketing became obvious on fashion market, this paper based on the present marketing situation of Hangzhou Huamei, drew lessons from the quintessence the customization marketing theory, made the whole research on Hangzhou Huamei. Meanwhile, after the research on the successful case of customization marketing, designed the new marketing strategy which suit Hangzhou Huamei, in order to improve the present situation and its competitive ability on market.In this paper, we analyzed the present situation of Hangzhou huamei by SWOT at the beginning, found the strengths, the weakness, the opportunity and the threats of the company. Second, to make sure the new designed marketing model to be effectiveness, we used the method of questionnaire, and collected the data through professional survey website, and got the original data. Redesigned the marketing model based on present fashion market’s need. We drew lessons from Spread shirt and Fapaite’s successful experience on the customization marketing, and also gave relevant ideas which approach to Hangzhou Huamei’s new marketing strategy.This paper based on the practice and theories, to put the customization marketing into the marketing strategy of Hangzhou Huamei, expect this research can provide useful reference for it.