Product-Strategy Research On Internationalization Of Chinese Sports Garment Brand

According to the data released by Chinese Bureau of Statistics, China yielded 29.921 billion pieces of clothes in 2014. China has been No1 garment-producing country for a span of over one decade, but its self-owned brands,especially sports brands,occupy a pitifully small share of our domestic market,not to mention overseas one.The reason is that China is in weak compition with western countries in terms of production technology,enterprise-operating experience and product promotion.This dissertation aims to intensively study the innovations of product development and promotion strategies to help Chinese garment enterprises overcome the insurmountable barriers standing for many years in the way to both domestic and abroad markets so that China not only is the largest clothes-manufacturing country but also will become a powerful one with numerous world-renowned garment brands.