Research On Bosideng's International Operation Strategy

After China's entry into the WTO,China's economy has developed rapidly,especially as the scale of trade in goods has increased year by year.Among them,the development of the clothing industry has achieved rapid growth,through OEM production,the export scale of clothing has been expanding,and it has become an advantageous industry in the Chinese manufacturing industry.In 2019,exports of garments and accessories reached US $ 151.37 billion,ranking first in the world.In recent years,due to rising labor costs and other factors,the advantages of laborintensive industries have declined.In this situation,the traditional foundry manufacturing mode needs to seek transformation and upgrading as soon as possible.Meanwhile,Chinese garment enterprises are gradually moving to the middle and high end of the global value chain.As a result,some garment enterprises have gradually embarked on the road of international development based on independent brands,on the choice of channels for international operations,on the one hand,most garment enterprises choose to expand their sales through traditional export methods;on the other hand,some garment enterprises are turning to cross-border mergers and acquisitions,joint ventures with international garment enterprises,etc.to quickly acquire a considerable degree of the market.However,the international development of Chinese garment enterprises still faces many deficiencies.The road to internationalization is not smooth.Few garment enterprises have truly reached the level of internationally renowned brands.Bosideng Group,as the leader of garment enterprises,has an early start and a gradually growing scale.It has grown and has considerable experience in the field of international management,and has gradually become outstanding in the industry.Its experience in international management strategies is worthy of reference for other garment enterprises.Based on the research of relevant literature,this article analyzes the current status and existing problems of Chinese garment enterprises' internationalization.Then,taking Bosideng as a case to elaborate their international target market selection strategy.And by analyzing Bosideng's international marketing strategy,it tries to draw lessons that Chinese garment enterprises can learn from and the inspiration of international operation.First of all,this paper takes the export scale,main export markets,scale of foreign direct investment,and international competitiveness of Chinese garment enterprises as the perspective with data analysis,and explains the characteristics and existing problems of Chinese garment enterprises' internationalization.Secondly,taking Bosideng Group as a case,and sorting out the development history and stage characteristics of Bosideng with chronological order,analyzes the competitive situation of Bosideng's international operation.Then,analyzes its international target market selection strategy,and analyzes its international marketing strategy according to the international marketing mix strategy,explain the revenue scale and product structure of its international operation,and conducts regression analysis based on its various financial indicators to obtain the factors that influence its performance.Finally,combined with the case of Bosideng's international operation,it provides a reference for Bosideng and Chinese garment enterprises to conduct international operations,so as to provide an effective reference for the international development of Chinese garment enterprises.Garment enterprises need to face complex international environment in the process of international operation and development.As a local brand at the forefront of the industry,Bosideng has successfully shaped the image of Chinese clothing brands,which has great reference significance for other garment enterprises.The conclusion of this study is that Chinese garment enterprises still have deficiencies in many aspects,which requires them to pay more attention to learning from the successful experience of international companies,and urgently need to upgrade their operation management systems through innovative technologies and pay attention to the cultivation and maintenance of management talents;in addition,the supply chain of garment enterprises still needs to be more comprehensive and systematic;attach importance to the construction of independent brands and the training of design talents;finally,it is necessary to improve the application of technology in the garment field to achieve their own transformation and upgrading.