Product details

Since 1989, as the first enterprise to launch TV commercials for garments in Mainland China, Shanshan had caught the public's attention and had since stayed under the spotlight. Such attention was not only because Shanshan once led the development of the garment industry in China, it was more due to the fact that the enterprise has made many surprising moves which triggered many 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 start their business, what problems Chinese garment companies are facing, how to manage brand and distribution channels, how to pursue a new profit point and conduct diversification.