Shenzhou International Group: Sustaining Success
Since its founding in 1990, Shenzhou International Group Holdings Limited evolved from a small clothing manufacturer to a world-leading apparel supplier, serving well-known sports and leisure brands such as Uniqlo, Nike, Adidas, and Puma. Over the previous 10 years, the group experienced explosive growth. Yet, in an age of increasing consumer expectations, could it rely on existing models to achieve greater success? Comments made by the US president about reviving his country's manufacturing industry encouraged many firms to invest in building factories in the United States. Despite being a traditional labour-intensive manufacturer, the company wondered if it should consider setting up a factory in the United States as part of its future strategic plans. If so, would the challenges outweigh the opportunities? Weijiong Zhang, Liman Zhao and Dimeng (Vicky) Kuai are affiliated with China Europe International Business School.