| with the continuous development of the economic situation,the Chinese garment industry has experienced rapid development.According to the National Bureau of Statistics,the total retail sales of Chinese clothing in 2016 was 247.367 billion yuan,which has increased by more than 10% every year for the past five years.It is very beneficial to the development of China's brand clothing industry.Since the 21 st century,the landing of many fast fashion clothing brands in China has driven more and more garment enterprises in China to enter the fast fashion industry,and the industry competition is becoming increasingly fierce.Therefore,if companies want to maintain market share and continue to expand,they must seek more competitive marketing strategies and develop new business models.The fast fashion model was originally introduced by Inditex,and then gradually changed from the fashion industry in the production season to the subcontractor.Nowadays,consumers expect faster and more fashionable clothing.By grasping this brand strategy,they can occupy a place in fast fashion companies and become one of the competitive advantages over competitors.Eland Group Yuxu Fashion(Shanghai)Co.,Ltd.is a traditional clothing company,but due to consumers' pursuit of fashion and diversification of products,Yilian Group Yuxu Fashion(Shanghai)Co.,Ltd.Companies must change their original brand development and business models,in order to quickly adapt to the development of the market.Based on the topic of “Development Strategy Research of Yilian Group Yuxu Fashion(Shanghai)Co.,Ltd.”,this paper introduces the theoretical development of corporate strategy research in different eras,and elaborates on how a company can compete with many competitors and potential competitors.Stand out from the crowd.This paper first analyzes the company's macro environment(PEST analysis)and SWOT and other strategic analysis methods,and analyzes the political,economic,social and technological environment in which the company is located to understand Yuxu Fashion(Shanghai).The macro policy background faced by the company and the analysis of the competitive environment in which the industry is located tounderstand the company's strengths,weaknesses,challenges and threats.Then,by summarizing the company's internal resources and formulating a suitable development strategy,that is,improving brand management,sales management,marketing and other capabilities,providing better services and specific strategic goals for target customers,and finally combining Yu Xu Fashion(Shanghai The development status and shortcomings of the company have given countermeasures to the company's brand development strategy,and proposed related measures such as brand planning,marketing model and clothing design.At the same time,establish a strategic implementation guarantee system,and recommend that the company build a corporate culture centering on innovation and solidarity,strengthen human resource development,integrate current business and determine key development directions to help the company's brand develop steadily.The paper also hopes to provide some inspiration and related advice for other domestic apparel companies that need to transition from traditional business models to fast fashion business models. |
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