| Following with China development of Economic from earlier 21 century,Retail industry is going up within this situation and more and more international brands come into China and it's from Auto car,Wine,Jewelry,Fashion,Accessories industries.For lifestyle travel industry,customers have been realized by dissect market from 2003 till now.In generally,retail market has been developing from superstition,follow-the-leader to subjective personally style.Customers have good understanding the personally lifestyle.For this round lasted more than hundred years in overseas developed markets but it's only 10 years around in China market.For China market,it's most interested and attracted by international brands for this situation which is uncertain worldwide economic.How to develop in China market,it's included improve business,customer loyalty and domestic brands coming up,most opportunity and more risk.International brands of travel Samsonite,Tuoli and Rimowa are coming into China by cooperation styles from directly cooperation,distribution,whole seller and management.For Tuoli,it's established from 1975 and focus high level business executive customers' business travel lifestyle,more than 350 business points at over 75 countries just like New York,Paris,Landon,Tokyo.In China,it's over 40 shops from 2005 till 2016 and average yearly improve 20%around.For this article,we would like to study how to build branding in China and development in next step.Contents are included that general review of macro economic over 10 years from 2005 and inevitability of international brands enter China market,stated and clarified classic principals of Marketing management:STP,4P and Michael Porter's Five Forces Model.Analysis Marketing management structure of Tuoli which is also composed by industry of travel and accessories,business model,structure,consuming behavior and character,competitors situation.Based on these situations,brand developing is focus next steps for position,marketing strategy. |
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