| Since China joined WTO, more and more small and medium garment manufacture companies have been continuously exploring international market through various paths. They have been gaining more and more international market share by exporting their products to the overseas customers. However, the financial crisis since year 2008 has had an important impact on the exporting activities in China. Because of the decrease of international market demand, the garment exportation business has become very competitive. The export performance of many small and medium garment manufacture companies is seriously affected. It’s very important for these companies to select path to explore international market.In this paper, we study a small garment manufacture company F. This company is located in Jiangsu province China. Its major products and specialties are: crinkled garment, pleated garment and water-soluble linear shrinkage and tie-dyed garment with polyester and spandex fabric. Through more than a decade of development, the company has become an independent garment manufacturer and exporter from a simple garment processing facility. The owner of the company has successfully developed a steady market share in Europe and north American market. Company F explores overseas market through domestic trade companies, exhibition, e-commerce etc. The company chose exhibition as the primary path and e-commerce as the auxiliary path after considering economic environment and patch performance. This paper presents different patch selection, which is to select e-commerce as the primary path and exhibition as the auxiliary path after comparing the performance of e-commerce and exhibition and target market. The more effective strategy to explore international market with two paths also are elaborated in this paper. The analytical methods and conclusions in this paper are for reference and inspiration to small and medium garment manufacturers’ path selection to explore international market. |
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