With the comprehensive opening of the two-child policy, China's population continues to grow, the demand for clothing is increasing, fashion casual clothing by the residents of all countries. Under such conditions, the fashion and leisure clothing industry changes its development mode and adopts the shopping network mode to develop online and offline integrated sales, which brings both opportunities and challenges to clothing enterprises. This paper analyzes the twill Bestseller, the basic situation of the company, and the status quo, adopting PEST method from the economic, political, legal, social culture, technical environment and other aspects the external environment analysis of the company is located, using the potter five models from new competitors to enter, in the same industry competition situation, the supplier, customer's bargaining power, substitute for replacement ability analysis of industry environment, such as SWOT method to analyze the company existing strengths, weaknesses, opportunities and threats, the understanding of the industry environment, the internal and external environment of company faces and the existing competitiveness. Through analysis, it is found that the company has more competitors in the same industry, the company is relatively weak in price, product processing, product quality, business mode and other aspects, and the product competitive advantage is prominent. In the second and third-tier cities, the market share is small, and the scale difference between the eastern and western markets is large, which poses a certain threat to sales. The company has not established a reasonable salary system combining the urban-rural income gap between the east and the west, the second and third tier, resulting in serious staff turnover. Products with new speed, often appear oversupply phenomenon, resulting in overstock of goods; Stores discount larger efforts, the customer for new product appear wait and bump unlined upper garment is prominent, design is novel, many doubting brand grade of high-income groups, indirectly damage the brand image, in view of the specific problems of the company, the market analysis and forecast, according to the analysis, forecast the company strategic target, according to the target from the company's overall strategy based on market development strategy, In terms of functional strategy, human resources, finance, organizational structure, marketing and other strategies are selected. According to these strategies, measures such as market expansion strategy, rational planning of human resources, optimization of store organizational structure and enhancement of marketing ability are adopted to help the company develop better in the Chinese market.
