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Author: ShiMing
Tutor: LiYuanXu
School: Fudan University
Course: Business Administration
Keywords: Luggage products Export trade Stable strategy
CLC: F752.62
Type: Master's thesis
Year: 2011
Downloads: 12
Quote: 0
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Abstract


Bags and luggage means a variety of portable container which could hold goods. With the socio-economic and culture development, bags and luggage have become indispensable part in people’s lifetime and the fashion accessories by which people express their image and charm.China is the world’s largest producer and exporter of bags and luggage state, the annual output accounting for more than 50% of total global output, the annual export occupying 33% of total global exports. Bags and luggage is the largest of China’s export of light industrial products. It has created for more than 150 million people of employment opportunities here in China. Bags and luggage industries have played an important role in the international trade market and the domestic economic construction.Through more than 20 year’s development, by virtue of innate endowment advantages such as natural resources and labor costs, combined with a good environment of industrial clustering and the formation of economic scale, China’s bags and luggage industries have formed higher levels of modern production and processing export industries. They have become the world’s largest bags and luggage upstream products development and producing as well as products processing and export center. However, because our bags and luggage products are with lower value-added. Each of the products is highly homogeneous. The bag enterprises are unable to designing and developing new products by themselves. Brand awareness is weak among all these enterprises. There is existed big contradiction between huge production capacity and brand shortage. At the same time, due to the single channel in the international marketing since the long time ago, the bags and luggage export operation level is not internationalized in accordance with the development of the production status. With the entry of the World Trade Organization, China’s bags and luggage industry confront the great opportunity.In the meanwhile, they inevitably face various form of the trade protection from all of the rest world in order to safeguard their own economic interests. Anti-dumping, intellectual property disputes, all types of technical barriers, such as green barriers, all kinds of the above mentioned trade friction have been taken placed frequently. With the deepening of financial crisis and the real exchange rate appreciation of the RMB, China’s bags and luggage export industry is facing unprecedented challenges, it is imperative in transition.In the paper, through investigation of status quo of the China bags and luggage industry, adopting the method of SWOT analysis, combining with the theory of comparative advantage and competitive advantage, along with industry cluster theory, the analysis of China bags and luggage status quo and the corresponding development countermeasures have been given. As a conclusion, based on inherent comparative advantages, China bags and luggage industry should enhance the comparative advantage and acquire ensuing advantage through the scientific management and advanced production technology. In the meanwhile, the brand awareness must be established. The reasonable brand positioning and brand marketing should be conducted. The overseas marketing channel should be actively expanded, the rules of international trading should be correctly taken used of so that our bags and luggage industry could gradually raise the competitiveness of industry, build the core competitive advantage in order to achieve health and sustainable development.

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CLC: > Economic > Trade and Economic > States foreign trade > China's foreign trade > Import and Export Trade Overview > Export trade
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