Men'S Direct Selling Mode Is Facing Deep Reform.

And this pattern has also aroused more and more arguments and doubts.

After a series of setbacks, the men's clothing industry is facing deep changes.

Deeper into controversy.

Compared with the big money spent on 230 million yuan in 10 months, the PPG advertising cost was only 1 million 650 thousand yuan.

Before that, PPG had already had many disputes in terms of product quality, delivery service and relationship with manufacturers.

This has aroused people's doubts about PPG, which has revealed more distrust of the brand new mode of "light company" and its "blue ocean" prospects.

This distrust has even brought disaster to the followers of PPG.

As another shirt selling brand that has attracted the attention of the industry, on the surface, it seems to be the same as PPG.

VANCL CEO Chen was once one of the founders of excellent network. Chen believes that after more than half a year's development, VANCL is now a mixture of PPG and excellence.

Because of the experience of founding excellent network, Chen is very much interested in standardized products.

At the same time, VANCL will focus on network cooperation in advertising, rather than traditional media.

In this respect, advertising investment has been greatly reduced. On the other hand, it can make better use of the 2 advantage of the Internet, so that its sales can increase rapidly.

However, in the eyes of many apparel industry, whether PPG or VANCL brings them is only expansion of thinking rather than real threat.

In fact, in terms of the product itself, standardized shirt products are not the mainstream in traditional industries.

Because unlike western lifestyles, Chinese people rarely buy standardized shirts.

The best products we sell are products that are somewhat personalized.

The designer of a famous men's wear brand said.

For the designer, he was more interested in brands than PPG and VANCL.

。

This brand, with the background of a good news bird, appeared last year and aroused strong attention from the domestic men's clothing industry.

Unfortunately, BONO does not seem to take full advantage of its strong production, fabric production base, design team and real store advantage.

After six months of operation, in March 12th, BONO announced that it had switched from a single online shirt direct sale to a full line men's wear, instead of a single standardized product with fashion design.

This means that BONO's original market positioning has been completely abandoned and drums are reopened.

New practice

Unlike the pformation of BONO, the new brand of MasaMaso has been low-key this year, and appears to be more like a fashion menswear brand rather than a direct sale of men's shirts with a strong sense of business.

In Baidu post bar, some netizens even feel that their products are very much like the famous men's brand KALTENDIN and Victor (VICUTU).

On the web page of MasaMaso, we have 100 years of shirt fabric manufacturer LEGGIUNO, famous lining manufacturer German steed, crystal giant SWAROVSKI and modal manufacturer Lenzing.

It is placed in the position of "partner".

In addition to its more fashionable shirts, ties, Tee and trousers, its products also include accessories, underwear, beach pants and so on.

Moreover, we can not see many sites selling spitting blood promotional prices, but the price of single products is higher than that of similar direct selling products.

More importantly, the fashion sense of its products can make consumers more interested.

MasaMaso has done some tour exhibitions in various high-grade office buildings in Beijing some time ago. According to Mr. Liu, director of the brand, "the more high-grade office buildings, the higher the degree of recognition."

This further strengthened their confidence in high-end positioning.

"On the Internet, consumers are more and more accepting of prices, and products with high cost performance and strong sense of fashion are rare here.

Customers will not give up the demand for products because they are cheap, and online shopping is only a channel problem. The real core of clothing is design, plate and quality.

Mr. Liu said, "we will break the practice of making clothes before, and make products every quarter or even every month, which can tighten up the demand of consumers, tighter and more accurately, and improve the freshness of products at the same time."

At a certain level, this is a practice of MasaMaso in specialization. In a deeper sense, it is an attempt to integrate the industrial chain with the terminal brand.

This is also an ambition.

"We are not competing with Internet companies, but competing with traditional garment enterprises."

Although MasaMaso has not yet promoted the big move, its potential impact on apparel distribution and traditional clothing industry has attracted a lot of attention.

Will it bring about an ecological change?