The Blue Ocean Strategy Of S Swimwear Company

China is the largest swimwear manufacturer and exporter in the world.It has formed a complete industrial chain with absolute advantages in terms of production scale and cost.China is also the largest swimwear consumer in the world,with a great potential in his swimwear market.With the development of economy and opening of people's mind,demands of swimwear are fast increasing.However,there are also problems as following:Lack of brand and originality,overcapacity in OEM production,low added valued etc.Deep in this red sea situation,how to find new growth points to keep a sustainable development is a key problem for swimwear companies.The author has established and operates S swimwear Company with her partner for 5 years.With these questions and experiences in swimwear industry,this paper is to find new growth points for S company in the fierce trade competition and creates more value for customers,namely its blue ocean strategy:creating independent-designers5 swimwear brands.This paper develops its study with means of literature review,quantitative analysis and qualitative research.Firstly,this paper explains the background and significance of research.Secondly,this paper reviews the basic theory of strategy,blue sea strategy which is the foundation theory of this thesis.Thirdly,this paper demonstrates challenges of current swimwear industry through analysis of competitive environment and macro environment.Fourth,centering on these challenges,quantitative study and qualitative study were designed and conducted.Finally,with empirical evidence and analysis tools,the strategic suggestion for S company was given,including strategic canvas,customer value curve and market boundary.This paper concludes that the 'blue sea strategy of S Swimwear Company should focus on"non customer",new value creations.In order to effectively implement the blue sea strategy,this paper believes that the S swimwear company should constantly monitor their value curve,keep the alert mind and market sensitivity,and constantly adjust themselves.Strive to find a blue ocean and establish a unique business model in order to achieve sustainability and renewal of the blue ocean strategy.