Talking about the Future of Fujian Brand Menswear Enterprises

The differences in the local market have allowed Chinese clothing to rise up before the international big-name army has conquered it. However, what is the difference between our "big names" and international big names?

The three “Giant Brands” GAP (United States), H&M (Sweden), INDITEX (Spain) and the nearest neighboring UNIQLO (Japan) mentioned in the previous paragraph have achieved sales revenue of 16.2 billion and 8.6 billion respectively in 2005. 8 billion, 3.5 billion US dollars in scale; and seven wolves men's positioning similar LACOSTE (French crocodile) in 2005 sales reached 1.25 billion euros; and dior (Dior) in 2006 is 18 billion US dollars in sales among the world's five Top 357 companies. The huge sales gap is self-evident. At the same time, compared with the international big names, we still have such problems as the monopoly image gap, single store sales gap, operating system gap, international map gap, and career focus gap. However, the core gap at this stage should be the design strength gap, including Design cultural charm, design team size, fabric resource control, and the number of big-name designers.

We have to admit that Fujian’s men’s clothing, including the vast majority of China’s local men’s clothing, is still emphasizing marketing and communication, but lacks the emphasis on designing and exploring the design nature of clothing.

For example, men's clothing buyers in southern Fujian have purchased sample garments throughout the country to make their product structure the most complete and to meet the needs of different Chinese markets. This has become an important reason for the rise of men's clothing in Fujian. However, these buyers only purchase from OEMs, which makes Chinese OEMs have certain design capabilities. However, because OEMs face the brand of all OEMs, it is difficult for brands to form their own design styles. The lack of design power can not form an international influence. In Europe and the United States, buyers buy a large number of unnamed designer products. Designers who have passed the market test will quickly become famous and become full-time designers of famous brands. This model created a worldwide brand. Therefore, Fujian men's wear is desperate to allow more designers to enter the field of buyers, rather than a large number of product buyers invade the design field.

At the same time, we analyzed the China International Clothing & Accessories Expo (CHIC) held in Beijing in 2007 and found some changes in the prevailing wind direction. From the exhibition point of view, the theme of leisure this year has not changed, but the content has changed. In recent years, the business and leisure activities have been significantly weakened, and fashion leisure and individual leisure have risen in an all-round way. Carbin and many other non-mainstream individual brands have fully advanced into service fairs; Qunhao and other traditional business brands have launched fashion personalities; casual wearers have come to fashion and leisure. It can be predicted that following the business casualness, Chinese men's wear will usher in the era of fashion and individuality.

CHIC is a mirror that reflects the direction and trend of Chinese brands. Judging from the trend of 2007 CHIC's brand popularity, the biggest threat to men's clothing in Fujian is not the traditional business casual wear in the Zhejiang and Guangdong sections, but rather the slightly higher end such as G2000, DU. MON UOMO (Don Meng) and other fashion men's wear; with parallel JACK & JONES (Jack Jones), ZARA, CABBEEN (carbene) and other fashion (personality) men's clothing. These brands focus on market segments and have a lot of design strength. Therefore, men's clothing in Fujian needs to precipitate past experience and it is necessary to brewing new changes!

The following are four major suggestions for men's wear in Fujian:

First, we must insist on and deepen:

1, complete monopoly product form. This is an important opportunity for local brands to remain before the domestic consumer market is immature, consumer space is still not fully tapped, and consumer spending style has not yet been finalized. Within a certain period of time, consumers in China's second- and third-tier cities still have considerable reliance on product features, price, and other factors. Brands have not yet discussed heroes in terms of culture and fashion.

2. The perfection of the brand operation system. The “Brand Iron Triangle” established by Fujian Men’s Men’s Wear, although slightly better than other sections, still has a lot of deficiencies. For example, the influence of the leading designer and the size of the team of designers and the world’s big names have also lost. far. The eight brands outside the men's wear, the lack of "brand iron triangle" system is everywhere, even led to individual brands invited Jinding Award designers, the brand has still not risen.

3, the product positioning strategy landing. Must fully explore the design elements, the valuable "original design", "splendid fashion", "fashion windbreaker" and other positioning concepts completely fall on the performance of the product; while reducing some of the concept of identification is not strong, such as "urban men" , "leisure dress" and so on. In addition, the implementation of positioning strategy can consider the power of big-name designers.

4, domineering possession of channel resources. Channel resources include dealer teams, personal connections, stores (shopping malls), etc. A city with a history of over a thousand years has only one or two main shopping streets. Therefore, the most important source of channel resources is store resources. International big-name cultural invasion will be difficult if there is no good storefront support, or it can only choose to cooperate with Chinese local brands.

Second, you can try to operate:

1. Capital operation, further strengthen the financial strength. Including listing, mergers, cooperation, investment and other methods. For China's local brands, what is lacking most is capital, resources and resources, and even first-rate experience. After being listed, such as Youngor, Shanshan, Septwolves, and so on, they will occupy a large number of terminals or import international brands. Among men's clothing brands in Fujian, Li Lang, Jin Ba, Cai Cai and other brands are now actively operating on the market.

2, multi-brand strategy, occupy more market space. For example, the three famous brands HUGO, BOSS and BALDESSARINI of HUGO BOSS represent three different temperaments and life beliefs: free and easy; mature and open-minded. The seven wolves group's wolf dance, seven wolves, and Mark Waffy's consumer positioning are young casual, mid-range leisure, and high-end leisure, which have all been successful. Other successful menswear companies in Fujian have diversified strengths and can try it.

3, product diversification strategy to meet the three-dimensional consumer demand. The international big names are both masters of brand diversification and are also strong players in product diversification. Such as Calvin Klein owns Calvin Klein (high fashion), CK Calvin Klein (premium clothing), Calvin Klein Jeans (cowboy) three major brands, in addition to operating casual wear, socks, underwear, pajamas, swimwear, perfume, glasses, furniture accessories Wait.

4. International brand input; or overseas expansion, lost experience. In terms of international brand input and overseas expansion, Fujian men’s clothing is almost blank. It is worth noting that in the past few years, Shanshan has been committed to the input of international brands. At present, Shanshan has 9 international cooperation brands, all of which are Shanshan Holdings, and at least more than three brands have begun to make profits. Chairman of the board of directors Zheng Yonggang said: “The international brands of Shanshan are all doing the high-end market. We don’t do it. International brands will also come in. These high-end brands are like the Mercedes-Benz and BMW of the auto industry. We only learned from them and we can only Doing.” At the same time, China also has a small number of designer brands that have taken root overseas.

Third, special attention needs to be paid to:

1, avoid blindly extended, unrelated to multiple, ignore the main business clothing. After the men’s wear of the Zhejiang section took the lead in the rise, some companies got caught up in the pursuit of the real estate industry. As a result, most of the company’s assets were thickened, while retail sales declined. Compared with the concentration of foreign big names, this is a lesson to be pondered.

2. It is necessary to establish a design cultural route or a design strength route. Designing a cultural route takes the international big name road; the design strength reinforces the ZARA line; or the individual brand line, such as Jack Jones.

Fourth, the core changes to be made are:

1, the buyer system upgrade. It evolved from the “group buyer system” to the “group buyer + regional buyer system” and tapped into regional sales potential.

2, the buyer system changes. Cultivate more professional designers into the field of buyers.

3, the establishment of fabric center. To share or buy new fabrics in advance, gradually expand the competitiveness to the upper reaches.

4, change order system. Completely improve the logistics information management, gradually shorten the lead time until it tends to achieve "distribution system."

5, terminal strength increased. Constantly optimize channel resources, including the diversification of channels, store image power and management power.

6. Brand culture promotion. Let the brand personality, consumerism, and design culture rise together.

The rise of Chinese men's big names will be a legendary romance. How to quickly rise within a limited time and space? Here quote a classic saying: Only diamonds can cut diamonds! Therefore, only based on local resources, and along the path of international big names, Fujian's men's wear, China's men's clothing will truly rise to become big!