Study On The Supply Chain Management Strategy Of Local Retail Branded-apparel Companies

Nowadays, world economic exchanges become more and more frequent, the economic globalization has become the most prominent trend in the economic activities among different countries. Under the drive of economic globalization, enterprises expand their scope of business, Effective implementation of the global supply chain management is the key to win the global competition. The domestic clothing brand began to develop in the 90 s last century then developed in a very rapid way, successively came out some local well-known brands such as Metersbonwe, Semir, Li Ning and Anta. After opening the domestic market, European and American brands such as ZARA, H&M, NIKE, NB are expanding in China and competing for more marketing shares. Owing to the competition, the local apparel companies realized there are many problems on the internal managements: domestic expanding too rapidly causing huge inventory; intense homogenized competition causing low customer loyalty; low logistics distribution efficiency, low competitiveness etc. In addition, Due to lack of effective supervision and management of supply chain and the suppliers, quality claim occurred often, so how to solve these problems are getting urgent for the apparel enterprises.Brand competitiveness lies in supply chain competitiveness. This paper use the data of current China Apparel Industry and the input-output Table method to know the current situation of China Apparel industry the development trend in the global markets and the problems occurred. To better analyze the current situation of the supply chain management, this paper selected the models of two brands-- YISHION(vertically integrated supply chain management mode) and Metersbonwe(virtual supply chain mode) and their the strengths, weaknesses, opportunities and challenges for analysis. It shows a lot of problems under the rapidly expanding, such as slow reaction to the market, huge inventory; inefficiency in logistics; low quality supervision and so on. These problems reflect our whole garment industry are suffering similar situation in regards to brand management and supply chain management and the detail reasons are as follows: lacking of professional staff, the logistics costs higher than international average level, the suppliers lacking of reaction, and so on.By the analysis of the case of H&M, this paper put forward some optimization strategy for YISHION and Metersbonwe. At the same time, this paper will provide certain references for the Chinese garment-brand enterprise to enhance their competitiveness in the international competition.