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Shanshan Enterprise--Reform Pioneer of China's Garment Industry                                                                                                                                                                                                                                            
Product Ref: 05/211C Company: Shan Shan Co.

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Authors: Pan Yigang   Zhou Zemin
Since 1989, as the first enterprise to launch TV commercials for garment in Mainland China, Shanshan had caught the public's attention and had since stayed under the spotlight. Such kind of attention was not only because Shanshan once led the development of garment industry in China, it was more due to the fact that the enterprise has made many surprising moves which triggered much heated debates. This Case highlights these debates and China's garment industry. It allows for a specific discussion on the future of China's fashion industries, brand management and multi-brand strategy, distribution strategy and diversification strategy. It also gives a typical example to talk about how the Chinese private companies starts their business, what problems Chinese garment companies are facing, how to manage brand and distribution channel, how to pursue a new profit point and conduct diversification.
Functional Area : Marketing
Strategy & General Management

Issues: Garment industry in China, challenges from foreign brands, brand management and multi-brand strategy, distribution strategy and diversification strategy, a big company or a leading company,
Length: 22 pages Country: China (People's Rep. of)

Pub. Year: 2005 Level of Difficulty: 3
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
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