Study On Group Brand Strategy For China's Manufacturing Firms Based On Cross-Border E-Commerce

With the development of economy and the deepening of openness,China's manufacturing industry has experienced rapid growth stage.China consolidates the status as "the global manufacturing center" and "world factory".Although China's commodities circulate widely in the worldwide,the performance of Chinese brand is not satisfied.Fewer foreign consumers are familiar with Chinese brands,let alone love them.A lot of small and medium-sized manufacturing enterprises in China have noticed the importance of brand development,but constrained by resource and capability.Cross-border e-commerce provides a good path for the development of small and medium-sized firms' brand strategy.Based on the current situation of small and medium-sized manufacturing firms,the author summarized the "group brand" strategy.The paper expounds the connotation of the brand strategy,defines the group brand strategy,and compares it with the existing strategic brand through connotation and extension.That is,the group brand means that the enterprise takes the initiative to join in,the access standard is very high,and the group brands mainly covered the range of commerce.Group brand aims to promote brand value and brand competitiveness of the company and the group,and guarantees the quality of products and services.Then,the paper analyzes the status quo of China's manufacturing industry without famous brands.Cross-border e-commerce could bring chance and challenges to brand cultivation of China's manufacturing industry group.Based on cross-border e-commerce and group brand's impact,the paper analyzes strategic path from four aspects as cost,information,efficiency and talents for Chinese manufactring enterprises to provide the countermeasures and Suggestions for taking a place in the foreign market and enhancing the brand influence.Finally,the paper uses the example of Global Market to analyze the group brand strategy implementation path.Case introduces the business of Global Market,analyzes how the firm helps Chinese manufacturing enterprises with cross-border e-commerce and group brand strategy.The international market is generally familiar with "Made in China".China's manufacturing enterprises should grasp the opportunity to leap from "made in China" to "China brand".