A Research On AZ Group Development Strategy

With a decline in economic growth of China since the second half of 2014,a turning point arose within the garment industry,major brands having seen a sheer drop in growth rate.Worse situations were that shops became closed down and that heavy inventory was unheailthily common.Certain old brands even witnessed profit loss.The whole garment industry hit a slump,which exerted a far-reaching impact on the development of the business and enterprises.It also had people in the business understand profoundly that,if a manager still held tight to the conventional and extensive management model and relied on the proliferation of new stores,the business would be very difficult to maintain,as the era of mono-brand war had ended.This paper analyzes the development strategy of AZ Group,It is hoped that the results of the paper will turn helpful to the future development of this company,and that the research process exihibits certain reference value for the problems encountered by other enterprises in the industry.This paper adopted the external macro environment PEST analysis method for the enterprise production environment,and then generalizes the industry's outlook,use the SWOT analysis the industry factors such as the external opportunities and external threats,obtained some conclusions,at last used the porter five competitive model quantitatively analysis to the enterprise,through these methods to the enterprise analysis external environment system,nest,analyzes the internal environment in the fourth chapter,analysis enterprise group advantage firstly,then focus core competence based on value chain analysis,SWOT analysis method to the enterprise's internal advantage and disadvantage,finally according to internal and external environment,make the selection to the enterprise growth strategy choice and the corresponding strategy.Firstly,use advantages to avoid threats in the short term(two years),quickly expand existing brands and enrich product categories,and quickly enter children's clothing category.Secondly,overcome the disadvantages for a long time,use capital market to develop the company's core research and development capabilities,to establish an open platform for the research and developed design,built a deep moat,brand matrix form stable,strong competitiveness.Thirdly,the company strategic goals from now to 2022 channels is "join priority,proprietary complementary",at the same time each brand positioning,and street shop high-end department stores,shopping centers in the country to take different strategies for flipping across the board.Fourthly,the business strategy aims to stabilize the main brand JZ development,steadily develop the IM,AZ brand,fastly develop MC,FC brand target and the suitable way to be incorporated into the target of different category brands.Fifthly,in the implementation of the strategy,put forward to some supporting proposals for the research and developed strategy,commodity strategy,channel strategy,retail strategy,human resources strategy and finance,capital strategy.