Research On The Optimization Of Marketing Strategy Of Local Clothing Brand Enruini Under The Background Of China-chic Revival

For a long time,China’ s garment production capacity ranks first in the world.However,it lacks the corresponding voice in the international garment industry chain.It is difficult to obtain a certain share not only in the international market,but also in the domestic market.However,this situation has changed in recent years.Young domestic consumers’ cognition of international and domestic brands is no longer limited to traditional views,but evaluates domestic and foreign clothing brands from the aspects of design,quality,price and after-sales.At the same time,out of confidence in Chinese culture and comprehensive strength,more recognition will be given to brands that can express Chinese culture.With the conscious or unconscious support of consumer groups,a number of clothing brands with distinctive Chinese cultural characteristics have emerged,developed and even listed.In 2018,this trend was widely concerned and named "national tide".Guochao has indeed created contemporary opportunities for local clothing brands.On the one hand,traditional brands can rebuild new cultural elements with the help of the national trend,and advance the old brands with the design style acceptable to young consumers;On the other hand,after grasping the spiritual needs of young consumers,some new clothing brand designers can quickly obtain market recognition from the perspective of national culture,Chinese famous brand and Chinese intelligent manufacturing,so as to be based on the domestic market and have the ticket to compete with international clothing brands.Then,under the background of national tide,what is the development status of local clothing brands,and what strategies should be taken to promote the development of local clothing brands? The research on such problems has important practical value.The promotion ideas of this study are as follows: Based on the marketing management theory and the national tide,this paper analyzes the development status of local clothing enterprises;Combined with a specific case(" enruini enrini"),this paper discusses the strengths,weaknesses,opportunities and threats of local clothing brands based on SWOT model;Further,it discusses the breakthrough marketing strategies that local clothing enterprises can adopt under the background of national tide.As a world factory,China’ s industrial positioning must be the whole industrial chain,including the competition and management of upstream brand advantages.The garment industry should also and inevitably implement the brand strategy,which is not only the necessity of industrial development and upgrading,but also a response to the "national tide" trend driven by the younger generation of consumers.Through this study,we hope to have a positive role in promoting the development of local brands.