"多品牌发展战略分析与操作策略—以森马服饰为例"

With the rapid development of China's economy and the country's accession to the World Trade Organization (WTO), the Chinese apparel industry has become a battleground for both domestic and international brands. In the face of fierce competition from well-known foreign apparel brands entering the Chinese market and vying for market share, domestic apparel brands have found themselves struggling to survive in a highly competitive environment. To regain market share and meet the demands of the ever-changing market, Chinese apparel brands must adopt strategic tactics that not only allow them to compete effectively but also enable them to thrive and grow. This is where the importance of a multi-brand development strategy comes into play. By analyzing the case of Semir Apparel, this study provides insights into the strengths and weaknesses of the multi-brand development strategy employed by Semir, as well as the strategies implemented by its competitors. Through a comprehensive analysis of Semir's success in the multi-brand development strategy, the study identifies the key factors that have contributed to its success. By understanding these factors, Chinese apparel companies can learn valuable lessons and strategies that can help them enhance their overall competitive advantage in both the domestic and international markets. By seizing market share and positioning themselves strategically, domestic apparel brands can achieve sustainable growth and development. In conclusion, the analysis of Semir's multi-brand development strategy serves as a valuable reference for domestic apparel companies seeking to navigate the increasingly competitive and challenging market landscape. By adopting effective strategies and tactics, Chinese apparel brands can strengthen their brand visibility, expand their market reach, and stand out in the highly competitive apparel industry.