In 1989, the first company TV commercials for garments in Mainland China, Shanshan Enterprise start had caught the public’s attention – and it has since remained in the spotlight. Such attention was not only the result of the leader in the development of the garment industry in China, but rather a result of the company’s many surprising moves that triggered heated debates. These debates and highlights China’s garment industry. Provides a discussion on the future of Chinese fashion industry … Read more »

In 1989, the first company TV commercials for garments in Mainland China, Shanshan Enterprise start had caught the public’s attention – and it has since remained in the spotlight. Such attention was not only the result of the leader in the development of the garment industry in China, but rather a result of the company’s many surprising moves that triggered heated debates. These debates and highlights China’s garment industry. Provides a discussion on the future of Chinese fashion industry, brand management and multi-brand strategies, sales strategy and diversification strategy. Shows an example of how a Chinese private company, a business, the problems of Chinese garment enterprises before, are how to manage brand and sales channels, and how to pursue diversification starts a new winning number and behavior.
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from
Yigang Pan,
Zhou Zemin
Source: University of Hong Kong
21 pages.
Release Date: 12 January 2005. Prod #: HKU354-PDF-ENG
Shanshan Company: Pioneer reform of China’s garment industry HBR case solution

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