The Competition Strategy Of APRIL Entry Into China Tissue Market

With the development of China economy, the supply and demand of China tissue market is growing sustainable, the export trading is also increased. The China tissue industrial keeps fast growth while other papers like printing copy paper market in a downturn. China tissue market remains volume and profit increased trend, international and domestic companies involve in intensively competition.APRIL, one of the largest pulp making provider, with registered capital RMB 4.64 billion, the group headquarter base in Singapore and main manufacturing plants base in Indonesia and RiZhao in Shandong province, China.It’s significant for APRIL to deliver a clear competition strategy in association with group’s resources advantage and development strategy.The author took APRIL as the research object, with widely used "five-forces" "SWOT"analysis tools and related competition strategy theories,study on the development of pulp and paper industrial trend,the industrial value chain.the competitive strategy and suggestions on implementation.Clearify the internal and external motivators for APRIL entry into China tissue market.and face the challenges occurred in manufacturing,branding,channel and organization.Then,conclude APRIL should choose the competition strategy of integration on cost leadership and diversification which based on scale economy、resources advantages、 innovation of products and channels.Finally, suggestions on how to effectively implement the competition strategy per respective on manufacture, supply chain,product and market,sales channels and organization structure.The paper aims to study how APRIL succeeds to entry into China tissue market to participate in localization competition. With the study of APRIL China competition strategy, provide degrees of reference to industrial.