Research On Marketing Strategy Of DY Apparel Company

As the main force of China’s clothing industry,women’s clothing industry plays an important role in promoting consumption upgrading and economic development.Unter Covid-19 epidemic situation in the past three years,the continuous impact of online e-commerce industry and the rise of live-streaming mode,the offline stores business is becoming more and more difficult.DY Apperel Company headquartered in Shenzhen,is a national franchise chain of mainly young women’s clothing.DY Apperel Company is mainly dealing with fashion and leisure women’s clothing products.Under the constant impact of the Covid-19 epidemic and online e-commerce,DY Apperel Company is facing problems such as costs increasing while sales revenue and customers gradual decreasing.This paper takes DY as the research object and analyses the current marketing situation and problems of DY Apperel Company in depth.DY Apperel Company will be analysed from the dimensions of brand positioning and profit decline,internal and external marketing environment with marketing strategy theory by typical analysis tools.The author will reposition DY Apperel Company marketing strategy and measures for DY Apperel Company through STP theory.This paper analyses the internal and external marketing environment of DY Apperel Company.DY Apperel Company is having the following market opportunities such as better business environment,domestic women’s apparel market is growing fast,rising domestic consumers’ attention to self-owned brands,meanwhile live-streaming is new opportunity.At the same time,DY Apperel Company also faces challenges such as fierce competition in the domestic women’s apparel market,sluggish real economy environment and fast product iteration.DY Apperel Company has advantages in terms of product quality,product price and production cost;however,it has certain disadvantages in terms of brand awareness,product iteration speed and limitation online channel development.Secondly,this paper clarifies the company’s development goals through SWOT analysis.In order to develop the growth potential of the women’s apparel market and improve profitability,DY Apperel Company needs to take advantage of its own product advantages and low cost,and focus on the positioning of mid-to high end women’s apparel brands.Thirdly,this paper conducts market positioning through STP analysis and DY Apperel Company should focus its mid-to-high-end brand on young women,which are in the age group of 24-32 years old and above 32 years old,and with monthly income of 5,000-15,000 RMB as the main target.DY Apperel Company should devote itself to providing consumers with mid-to-high-end women’s clothing brands.Finally,this paper proposes four aspects to set marketing strategy,which are from product,price,channel and promotion.DY Apperel Company will find out accordingly solutions like company team building,training,personnel motivation,and organisational structure optimisation.The conclusion of this paper is not only solve the actual marketing problems for DY Apperel Company,but also serve as a reference for the other domestic apparel brand enterprises development.