As the development of Chinese economy, the brand of a lot of abroad marchs in succession Chinese market, but the management that passes period of time, brand of a lot of international must exit Chinese market again however. Investigate its reason, it is as more international famous and fashionable brand introduces Chinese market on one hand, and the dress brand of Chinese mainland rises abruptly, competition is intense, overmatch lives. It is on the other hand all did not catch up with in the respect such as innovation, operation and management the pace of consumer, bring about international so well-known trademark Old Navy announces formally to exit Chinese market, another well-known foreign trademark ran, check inventory hastily the situation of put up the shutters happens.
Old Navy is a brand with GAP subordinate group, because of its quality reach a standard, price privilege, so of Old Navy brand famous degree also got promoting substantially in the United States, after obtaining exceedingly good sale result, old Navy begins to develop global market, introduce Chinese market. The sale that Old Navy runs in Chinese initial stage also is very considerable, but as other international famous fast still the development of the brand and China's native land dress brand rise abruptly, the sales volume of Old Navy glides continuously. Its prime cause is GAP group the rate on innovation research and development is slow, fail loot first machine catch up with the pace of consumer, and the method of the operation management of GAP group is only applicable be in the United States, be in Chinese market to formulate the strategy that fits Chinese people consumption however without adjust measures to local conditions personally.
Under photograph comparing, other trademark understands the strategy that changes appropriate mainland however, and Old Navy fails to catch up with however the pace of the times, brought about Old Navy to exit the situation of Chinese market thereby. Although Old Navy once planned to want farther independent operation, but because GAP group is done not have,the Old Navy that prop up tears apart enough cost and cannot come true.
We see not hard, old Navy exits Chinese market, pressure of exterior market competition is one of its reasons. Because wait for international as actor garment library, ZARA,well-known fast fashionable trademark is in China send force continuously, the home plus Hai Lan, the rise of the brand of native land dress such as the home of ormosia, old Navy is to facing powerful competitive pressure really, however, common saying says well, current affairs brings up a hero, fall in big environment trend only, can get used to vicissitude of the market very quickly and the enterprise of clench market opportunity, ability achieves better progress.
Of course, the competitive pressure of exterior market is not the only reason that Old Navy exits Chinese market. Besides the pressure that the market competes, old Navy exits Chinese market, its are main the management strategy that prime cause still depends on GAP group oneself.
Although Old Navy once was American dress the old a dark horse of retail industry, but in Chinese market, face the pressure that the market competes, old Navy does not have new product of innovation research and development, adjust operation strategy to catch up with with this the pace of consumer, do not consider be eager to make progress however, place footfall, such development trend, the sales volume that can cause Old Navy brand without doubt glides badly, be washed out by market place thereby.
Actually, look in me, although Old Navy once was a successful brand, but its cannot develop finally in Chinese market, the reason that must exit Chinese market basically has the following two respects.
Firstly, market competition concerns. No matter lie personally which industry, can exist competition concerns, it is a cake after all people thinks cent piece, but have survival of the fittest finally only. Well-known trademark is in other international the investment of Chinese market operation, and the rise of Chinese indigenous industry, this double pressure has made Old Navy suffocative.
Secondly, innovation operation. Well-known trademark is in other international the management that changes oneself to be in China is politic, seek the consumptive way that suits Chinese people, have innovation research and development ceaselessly, undertake the adjustment of operation strategy ceaselessly, the operation that refines in order to achieve its in Chinese market spirit is devoted. And the management mode that Old Navy keeps before however, not was aimed at the adjustment with current seasonable market the strategy of operation, the brand did not undertake mainland is changed, also did not catch up with in innovation respect the pace of consumer. The world is developing, the market is growing, the mankind is developing, group and brand ought to make good transition more.
The place on put together is narrated, in the market that consumption upgrades big setting falls, competition of fast fashionable brand is even more intense, a brand wants to develop live, must need timely adjustment as the market the management of the brand is politic, in changeover market while, the enterprise also needs the masses requirement of survey mainland, go transforming oneself with rapidder rate and go to those who have the innovation of the product and medium of communication ceaselessly adjusting, is not to waiting for the market to cater to oneself, cater to a brand.
Invariable management strategy is the market that cannot feed by force infirmly in the flesh after all live in the environment. Inside the industry that once achieved for a time sale of very difficult broken, move toward brilliant Old Navy to announce formally to exit Chinese market for a time, another well-known foreign trademark ran, check inventory hastily put up the shutters, although Old Navy is in brand competition,the result that moves toward failure can foreknow, but still must make a person sob. If an enterprise is not to know flexible, do not follow to go up pace, also easy plateful all is defeated.
