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2.6.2. The broadcast methods of CK in china
Now, it is the time to see which ways Calvin Klein use to propagandize the products. First the advertisements are the key part of the CK. People often shocked by its daring and random advertising slogan: There is nothing between Calvin and me. Besides its simple and clear style, CK has its most famous characteristic is sexy. Calvin Klein is good at promote the goods resorting to the power of sex, and its advertisements are often criticized by the public. Even someone said that the dress is the products of Calvin Klein, and the sex is the brand recognition by advertising hint. Moreover, CK enjoys make the huge outdoor poster in every metropolitan building to show its sexy and enticing ads. Certainly, besides the ads using sex for selling point, the designer love to think out many creative marketing and advertising, and as well to be the sign of brand success.
Similarly, the impact of fashion conference also cannot be ignored. Every New York fashion week and Milan fashion week CK undoubtedly turns up and displays its splendid works. During that time, the major consumers ---the super stars will present and can attract the extensive presses. Thus, these sorts of fashion occasion and events are definitely the best chance to make the brand become the publicity. There is a very successful case (chinasspp.com, 2007) done by CK. Provided that you know the fashion things a little, you would know a case named the whole world was simulated by a underwear for twenty-five years. Twenty-five years ago, Calvin Klein open the trend that introducing to design the brand underwear. It is the first time bringing the things that never are on a sign to the fashion summit and lead the global trend. Until now, men would feel ashamed without a underwear no CK brand on it. At that fashion week, a model with strong and perfect muscle and stature, his swart skin give the audience a felling of health and beauty.
Backing into china, though few advertisements in air, the word of mouth marketing is very useful. The high quality and comfortable sphere make the consumers want to go back to the shop. And for the spokesman, CK select the famous and having healthy image star-Liu ye. Liu ye has a lot of fans in china, and in the view of most presses, he is a man who is so fashion and so elegant. So, he is the perfect man of representing the CK in china area.
Bear this in mind that the creative ads, the good and successful public relation and the great reputation are able to make the company change wonderful.

Ⅲ. The potential risks and dilemmas

3.1. The attacks of other foreign brands met in china
Nothing is always well-off, especially in a new region and new consumers. In the previous years, Google, the up rising star, retreat from the mainland of china (www.51lunwen.org/marketing/ ,2010). It is the result of the political reason fundamentally. In china, though the china government is trying to democratize piece by piece. To maintain social stability, the government still never permits the opinion on public affairs which may raise snakes and some truths to be known by its citizens. And its bad service is also a big problem. Here it is only Google, the biggest supermarket chain Wal-Mart still face the some troubles towards the weather and large area lands. The different climates of china cause some difficulties for Wal-Mart.
3.2. The