Abandoned By The Mall, The Local Men'S Wear Brand High-End.

Status 70% men's clothing is foreign brand

Turning around in the capital shopping mall, you will find that almost no local brand can be found in high-end shopping malls, such as Xinguang Tiandi, Financial Street shopping center, etc. last year, CHANEL, PRADA, GUCCI, ErmenegildoZegna, Amarni, LV and other tens of thousands of international brands are their top guests.

The journalists roughly estimate that international brands have taken up at least 2/3.

The newly opened shopping malls are advertised as international brands, and many old shopping malls also claim to move towards the high-end.

In November last year, with the opening of the youth hall, the "civilian" Beijing City department store was upgraded as a whole. The number of international second tier brands accounted for 42%, and most of the brands were domestic brands.

Reporters yesterday saw only a few domestic brands such as Yi Wen and Shun Mei in the men's wear area of the mall, and some foreign brands occupied the gold position of the store.

During the upgrading and upgrading of the new Dongan market for one year, it also dismissed some low-grade brands and focused on the introduction of international high-end brands.

According to the survey data, there are 173 brands of menswear in the 17 shopping malls in Xidan shopping malls, Cui Wei building and Shuang an shopping mall, accounting for 73% of the total number, and two times the number of domestic brands.

Dealing with local brands

Mode 1: pushing designer brand

Representative: seven wolves

Auxiliary means: self built living hall

With the increasing competition, the era of relying on a single brand has become a global trend.

In March 28th, Septwolves high-end business men's wear officially appeared in China International Fashion week.

The brand is a designer brand launched by the seven wolves. It is located in the social elite consumer group between 25 and 45 years old. It is one of the most high-end brands of the seven wolves. Its competitors are positioned in international brands such as BOSS, ZEGNA and ARMANI.

The brand will mainly be stationed in front-line department stores, and some of them will be stationed in the seven wolves' own life hall and flagship store.

As the leading brand of Fujian Style Men's clothing, the seven wolves have a very sharp sense of smell. In Beijing, Shanghai and other places, the development of 20 "seven wolf wolf men's living hall" with an area of more than 800 square meters is an important strategic content of this year.

These living houses will shoulder the responsibility of "regional marketing center".

Mode two: introducing foreign luxury brands

Deputy: Zhuang Ji

Auxiliary measures: accelerating the pace of listing

It takes a considerable amount of time to create a brand, and the introduction of mature brands abroad seems much easier.

In March 27th, Joseph Abboud held a fashion show in Beijing, marking the first men's brand to occupy the highest market share in the United States.

At the end of this year, the brand will open 15 stores in China and increase the number of stores to 100 in the next five years.

The introduction of this brand Shanghai AI Bao de clothing trade Co., Ltd. belongs to the Chuang Ji group.

The target customers of the brand are described as 30 to 50 years old with an annual income of more than 200 thousand dollars. The competitor is the brand of Hugo Boss.

Chen Min, President of the Shanghai garment trade Co., Ltd., said the shopping malls entered by European top men's clothing brands are their targets.

It is understood that from last August, Chuang Ji Group's clothing plate listing work was fully restarted, and the company's restructuring and reorganization.

Relevant responsible person said that it is expected that the declaration materials of the Limited by Share Ltd will be reported this year.

Mode three: enter the international sales channel

Representative: YOUNGOR

Auxiliary means: overseas mergers and acquisitions

In March 30th, as a prelude to YOUNGOR's march into international sales channels, "YOUNGOR - Golden Age night" was held.

The press conference was the first time YOUNGOR group worked with international designers team to unveiled its three themes and three series products.

In fact, YOUNGOR, who has been a successful man between 35 and 50 years old, has already turned its attention to a broader market.

At the beginning of 2008, YOUNGOR completed the largest overseas acquisition of Chinese clothing (love stock, quotes, information industry) so far, and bought the menswear business of KELLWOOD, the US apparel giant, for $120 million.

The company's marketing channel in overseas markets is YOUNGOR's short board.

//cn.dax