Two Major Camps Of Private Brand Retailers And Brand Operators Are Divided Into Domestic Men'S Wear Market.

The domestic men's wear market has already welcomed third changes, and is at the node of development. The concept of the third generation men's clothing is also based on the mode of market competition.

China's homegrown men's clothing brand has been developing all the way to the present, and it still enumerated the older brands that still exist in the market. You must think of "YOUNGOR", "Shan Shan", "Luo Meng", "Kai Kai", "conch", "red bean" and so on.

These first generation brands sprang up from the end of 80s of last century to the beginning of 90s, and 1994 was the most beautiful.

But as time goes on, the market is also changing.

Driven by the older generation of men's clothing brands, to 1997 and 1998, the brand of Ningbo red gang turned to the rise of Wenzhou brand. The two generation brands such as "good news birds", "Chuang Ji" and "French School" had mushroomed into the consumer's line of sight. Then, Fujian's "men's strong brands", "seven wolves", "seven cards", "nine shepherd kings", "Spell Cards" and "Ai Deng Bao" and other men's wear brands had strong momentum of development.

What I have to say here is that Guangzhou is a big brother in the wholesale and processing business of clothing. Its menswear brand development is lagging behind the above areas. Only around 2000 did it begin to attach importance to brand shaping and operation.

The development of China's garment industry is very similar to the development of Italy's clothing industry. The development of clothing brand in China is equivalent to that of Italy in the 60 and 70s of last century. The development of clothing brands in different countries, whether Italy, the United States or French brands, has a common rule.

Take the Chinese men's wear brand as an example. The first batch of men's clothing brand was the predecessor of the clothing manufacturing factory. The brand was born on the background of the manufacturing industry. It can be collectively referred to as the manufacturer brand. Such brands have a very large production base and production and processing capabilities. This coincides with the development of foreign brands; but in the 1997 and 1998 Wenzhou men's clothing brands, most brands do not have strong processing capacity, and some brands do not produce a garment or a device, but it is called "virtual operation", which can be defined as a commercial brand.

Such as foreign brands ESPRIT, GAP, BOSS and so on.

The manufacturer's brand is like a rut, and the middle part of it is huge production capacity.

The commercial brand (company brand) is an obvious dumbbell shape. The upstream link has obvious advantages, such as capital capability, design research and development ability, brand packaging ability, etc., and the production links are weakened, and the downstream sales network and channel building ability are strong.

The speed of China's economic development has made the world stare, and within 10 years, it will probably go abroad for 50 years.

According to the brand's game rule, the clothing industry has experienced the development stage of the manufacturer's brand and the brand (brand). A brand development mode that has already existed abroad will become the direction of Chinese clothing brand marketing. For men's clothing brand, this pattern is the retailer brand, such as the ITAT, the sea Lan's home and so on.

In this regard, some people will ask: what is the biggest difference between the third generation brand and the second generation brand?

First, from the point of view of products, the third generation brands no longer simply emphasize fashion. They begin to expand consumer groups, enrich product styles and categories, pay more attention to the systematicness, integrity and fashion trend of products, and advocate fast fashion. At the same time, they can also reduce costs and promote parity.

As far as he has seen, he pays more attention to the fashion and style of the products, and ensures the popularity of the products.

Of course, having such changes is also a matter of following up the international fashion concept and learning foreign brand models, such as ZARA.

Secondly, from the perspective of brand culture communication.

Before, the concept of spreading to consumers emphasizes individuality and alternative.

But entering the third generation of market competition, the brand publicity mode is beginning to mature.

As the brand appeal of "parity, popularity and variety", direct and in-depth explanation of what can be given to consumers, and today's consumers have risen from the blind consumption stage to the rational consumption period. They pay more attention to the fashion and cost performance of the products, which is advocated by the local brand.

Third from the perspective of operation mode, the direct marketing mode reflects market foresight.

Compared with the traditional fashion enterprise mode, the new way of direct approach is to use the direct channel mode.

Order directly from the headquarters.

The company does not have its own manufacturing plant. All the orders are completed by other enterprises, and the headquarters are allocated to the main stores according to the market characteristics of various places.

By shortening the intermediate links, we can reach the terminal sales directly.

By controlling the cost of products and increasing capital control over capital operation cycle, it avoids the traditional way of delinquency and triangle debts, and helps to rationalize the prices of products. This creates a good platform for parity.

Through the price advantage, it will penetrate the market of competitors and form strong brand support points.

At the same time, we can see that giving customers is higher than the same industry can not match the customer delivered value and membership preferences system.

Of course, on the other hand, it can also be said that the foreign fashion retail brands such as ZARA, H&M and other business models have greatly stimulated the domestic clothing brands to start rethinking a series of problems, such as their brand positioning, the grasp of fashion and the operation mode of the terminal.

It can be found that the entry of foreign brands makes their excellent business models reference for domestic brands, which greatly accelerates the change of domestic garment market and the change of clothing brands.

Based on the above trend, we can make a bold prediction. In the future, the domestic garment market is likely to form the following pattern:

One is "private brand retailers". They are "large and full", which are the characteristics of small stores.

The other category is "brand operator", that is, a combination of many different personality brands.

On the one hand, these brand enterprises are likely to implement multi brand strategy. Different brands will make different product lines, and finally they will form a large store together.

On the other hand, it is possible for different location brand enterprises to join together to form brand retail stores, and then absorb different brands into operation.

All these models are possible? Script src=>