A Study on the Chinese Market Entry Strategies of Korean Fashion Companies: The Case of E-Land

This study examines the factors that enabled E-Land to achieve rapid growth within a short period of entering China. The E-Land case can be analyzed with the views of both core competence and localization. First, E-Land has utilized its core competencies such as market understanding and response, product planning and design, outsourcing operation, strong corporate culture and KM/M&A capabilities in chinese market. The leverage strategies of E-Land involves right time/right offer, ‘E-Land way’ business development, excellent quality control and the introduction of global luxury brands based on its core competencies in domestic market. Second, E-Land has concentrated its localization efforts also. The localization strategies of E-Land involves thorough market research, the talent cultivation or development of local human resources, premium brand positioning for marketing and CSR strategy in china. This case study focused on E-Land’s Chinese market entry strategies will be utilized to provide implications for Korean fashion companies that intend to enter China.