The Development Strategy Research Of S Garment Enterprise

Along with Chinese reform and opening up,Chinese apparel industry has made considerable progress.China has become the world’s largest clothing produced and consuming country.The apparel industry becomes more and more important to the economic development and people’s life.With the acceleration of China’s urbanization,the middle class’s rising will be the middle strength of Chinese future consuming market.The middle classes have high income and consuming ability.But the requirements for product quality and personalized are stronger.It has brought new challenges.Only to meet consumers’ demand for can bring long-term development.At the same time,the rising of online shopping has also changed the way of clothing industry development.The traditional offline-enterprises begin to sales online.The integration of online and offline sale is trend.This is an opportunity for the traditional retail clothing business,but also a challenge.In this era of opportunities and challenges both exist;the development of the garment industry is difficult.There are large numbers of enterprises in the same industry.Product homogeneity phenomenon is more and more serious.These problems have to be solved.The purpose of this study is to analyze the current situation,how to determine the development strategy and strategy implementation of Chinese clothing enterprises,especially men’s clothing enterprises.This paper uses literature researches,comparative analysis and field research method.The classic theory,detailed data and specific cases are bases to guide the development of the company’s development strategy.S Clothing Co.,Ltd.is middle and high-end men’s clothing production enterprises.Its core competitive is product design,sales,brand promotion.It is committed to creating Chinese quality men’s clothing.In the process of development,S Clothing Co.,Ltd.has also encountered the above problems,especially in the development strategy.This paper gives a detailed analysis and explanation by the external macro environment of the apparel industry.Summarize S clothing Limited company’s internal resources and capabilities.Using Boston matrix analyze this company’s business.Then use the SWOT tool make enterprise’s development strategy.The development strategy of S Garment Co.Ltd is make bigger brand clothing retail business,make stronger custom clothing business,innovation mode of life experienced store.With strengthening brand management,sales management,marketing ability,accumulation platform operation,capital operation,resource.Ensure the implementation of the company’s strategy,should put forward the specific implementation measures in the marketing,brand planning capital operation.The protection measures are to improve the organizational structure,the construction of talent,combing business processes,improve operational efficiency,building corporate culture.