Since in China the economy expanded immensely and the urban people start to accept Western world dress style. The Chinese young people’s fashion styles are most trends to North American. Accordingly, the volume of trade between foreign countries and China is increasing rapidly. In order to enter China market, the Marketing strategy should be considered, and some adaptations and developments are necessary.
Marketing strategy
Join a partnership with local company is the optimal method for Roots to operating business in Chinese market. Especially, the Chinese business has very strong relationship between retailers and wholesalers, this factor has the highest flight for a new firm successful in China. The local partners could manage lots of marketing functions such as supervise inventory and transported distribution. The product development and promotional management could manage by Roots and local partners coordinated. Furthermore, the price policy management will be a coordination of both two parties to ensure that the price is affordable and rivalrous.
Product adaptations
Style
Same to Canada, Chinese youngling prefer sportswear much better, the leather bag and wallet also very popular in China.
Labeling
Since the main China use Mandarin, the following information should print both English and Mandarin on the products.
a. Size
b. Brand name
c. Percentage of cotton
The bilanguage is not only for easy understanding the feature of products but also indicated that is made by foreign manufacturer. The foreign language appearance usually associated with high quality product in Chinese consumers’ behaviors.
Footwear dimension
Because of China use different dimension compare to Canada (Chinese use the metric system), the ...