Chinese Men'S Clothes Are Dormant For Their Dreams.

The basic adjustment, reorganization and upgrading were what many men's clothing enterprises did in 2009.

In July 14, 2009, YOUNGOR group announced that the company invested 1 billion 400 million yuan to increase the registered capital of the wholly owned subsidiary YOUNGOR clothing Holdings Limited from 200 million yuan to 1 billion 600 million yuan.

According to the announcement, after the completion of the capital increase, YOUNGOR clothing Holding Limited will directly or indirectly hold all the shares of the 22 enterprises in the apparel marketing board and production sector.

After that, the company will restructure its clothing sector according to the "brand shaping process" under the clear shareholding structure, with multiple subordinate departments to jointly operate multiple brand series, thereby improving the efficiency of resource utilization, accelerating the market reaction speed, and reshaping the brand image of YOUNGOR.

"In the past year, the YOUNGOR clothing sector has been doing some basic work, mainly through the opportunity of the financial crisis, to make some fundamental adjustment, reorganization and upgrading of the industrial structure."

Yu Cheng, manager of company propaganda department.

In fact, "basic adjustment, reorganization and upgrading" is also what many men's clothing enterprises do in 2009, and they take advantage of it in the cold winter.

At the beginning of the 2008 financial tsunami, Wang Qing, chairman of the China Fashion Designers Association, said, "facing the global financial crisis, China's traditional garment industry must accelerate the pformation from processing to brand design."

A year later, this view is still established for Chinese men's wear, and has become the focus of many men's clothing enterprises.

The best example should come from the China Fashion Week at the end of last year.

Although the platform for displaying opportunities for Chinese local designers has been constantly criticized in recent years, in 2009, it can be seen from its calendar that the design power of Chinese men's clothing is rising.

Compared with previous years, the men's wear designers released this week's fashion show more obviously than before.

In November 6, 2009, Luo Meng "impressionism" 2010 spring and summer men's new products released, Luo Meng designer Liu Xiaofei used the fabric to emphasize the fresh style, bright colors, showing inkjet printing, color printing, water washing effect, plus folds, creases, gradient stripes, mesh knitted and innovative elements into the new hunting style, the entire release expresses relaxed and happy life direction.

"With the continuous exploration and deepening of the market, Luo Meng in the fashion, personality, leading the trend of the more beautiful.

Comfortable and up-to-date fabrics, simple lines, creative cutting and innovative design incorporating the latest fashion elements of the world create a unique and strong personality style for fashionable men.

Liu Xiaofei said.

As one of China's old men's clothing brands, Luo Meng sees the necessity of brand innovation and design upgrading, and reflects the strategic goal of "fashion and youth" through local designers.

Others choose to cooperate with foreign designers to enhance the content of brand design.

"Shishi, as a famous city of Chinese clothing, can not be without a loud name."

Lu Qi, general manager of the emperor's men's clothing, said that in recent years, in order to jump the brand to a new height, the company has formed a design creative team based on French and Italy designers.

AI Deng Bao also invited British designer Chrisie MacCuish to launch the "Oxford Street 1920" comic strip on the March 2009 China International Fashion Week, becoming the first fashion show to be held by British designers in the history of the event.

"People buy clothes not only to buy a product, but also to emphasize the creative elements behind the clothing.

Clothing can show a person's attitude towards life and quality of life, revealing their inner requirements.

It can be said that selling clothes is selling culture.

MacCuish said.

"Before men's clothing did not seek a sense of design, but now they all stress individuality, and men's demands for clothes are becoming more and more diverse." Wang Qing said, "the market demands more men's clothing brands with design sense and fine workmanship."

In fact, no one will deny the distance between Chinese men's clothing and the world, but this gap is slowly shrinking. The reasons for this are not only the progress of China's men's wear industry foundation, talent structure, marketing mode, but also the pursuit and self-confidence of design, which is also an important link.

After inspecting the men's wear market in Europe last September, Liu Xiaofei said, "our design will not be lost to European men's wear brands."

With the design guarantee, men's clothing enterprises can go beyond the scope of product innovation, product extension and multi brand operation.

In fact, there is no lack of product innovation in China's men's wear enterprises. In 1996, YOUNGOR launched the HP ironing shirt to fill the gap in the domestic market.

More than ten years later, in the context of the financial crisis, YOUNGOR once again focused its attention on product innovation.

Not long ago, the first Chinese hemp family life hall opened in Ningbo, and announced in a high profile the focus of its work on the development of hemp industry.

China is a big country of textile and clothing. It is also the largest consumer of textile raw materials in the world, and all kinds of textile resources are scarce.

"Hemp industrialization is a good thing to benefit the country and the people.

5 years ago, we invested in hemp cultivation and hemp fiber processing, hemp comprehensive utilization and other projects.

This project not only brings new development space to YOUNGOR, but also becomes the highlight of the development of the industry as new resources, "said Li Ru, chairman of the company. At the same time, he is more optimistic about the market potential of hemp. The company intends to set up 4 hemp living houses in Beijing and Shanghai. By 2011, this figure will expand to about 50." if it is bigger, it can reach more than 100 billion yuan of market space. "

While launching new products, YOUNGOR has finally begun to try multi brand strategy.

The company has created several brand studios, subdividing the existing YOUNGOR brands into three brands, namely, MAYOR&YOUNGOR, CEO YOUNGOR and G&Y, which are respectively oriented to administrative civil servants, business personnel and young fashion groups, and further establish their individuality in brand positioning, style and connotation.

For example, in August last year, YOUNGOR officially opened its G&Y brand store in Suzhou. The company plans to open 40 G&Y stores in the country in 2010.

G&Y has changed YOUNGOR's image and added more leisure styles. It has used popular elements, models and styles in design, focusing on quality and detail handling.

Tanaka Miro, the Japanese designer who is responsible for the brand planning and design of G&Y, said that G&Y has gathered the expertise of YOUNGOR in the industry chain and brand. "At present, there is no fashion brand suitable for young white collar and entrepreneurs between 25 and 35 years of age in China. Besides paying attention to the style of clothing, they pay more attention to the influence of clothing quality on their own image."

And G&Y is positioning here.

Since then, designers will design thousands of shirts, suits, body jackets, trousers, knitwear, footwear and accessories for G&Y to sell in the domestic market every year.

Fujian men's wear Li Lang also launched a new brand to lower the target consumer group age.

In September last year, the company listed in Hongkong. The company said that 15% of the funds raised would be used for the operation of the sub line brand L2.

"Li Lang will continue to take the road of multi brand in the future to meet the consumption needs of different age groups."

Hu Chengchu, executive director and vice president of the company, said that at present, the consumer group of the company's main brand is still a business person aged 28 to 45, but the target of L2 is 20 to 30 year old young man.

L2 will not change the core concept of "simplicity and simplicity", but will maintain a certain distance from the main brand and form a dislocation operation.

Hu Chengchu said that L2 will be more prominent young and fashionable style, and its operation team is relatively independent.

In October this year, L2 will sell at the lion store, and the price will be 20 to 30% lower than the main brand.

In fact, in China's men's clothing industry, the innovation and extension of products and brands are not rare. The most well-known industry is Shanshan Group's multi brand strategy.

However, such as YOUNGOR and new elite, such as Li Lang, invariably choose to extend in the context of the financial crisis in 2009, which has more meanings in the middle. It is based on the domestic market and takes the opportunity to occupy more shares. This is a foreshadowing for them in the post crisis era.

The layout of the domestic market has been in full swing in 2009.

In order to further strengthen the domestic market, in the middle of 2009, nine Mu Wang bought a new product order meeting in autumn and winter in 2009, and announced that it invested about 100 million yuan to upgrade the image of the terminal.

The company has launched a set of brand upgrading combinations, including the replacement of new logo, strengthening of professional customized services, etc., "our position is very clear now, jiunu Wang is to be the leader of Chinese men's trousers."

Chen Jiaya, general manager of the company.

In fact, in May 2008, nine Mu Wang invited BBP to help upgrade its terminal image. A year later, the new terminal image store has been launched in Beijing, Shanghai and other first tier cities.

Subsequently, the nationwide store image upgrade started.

At the same time, the company plans to make the most powerful link - the introduction of professional pants shop, each store will have hundreds of trousers for consumers to choose, to meet different needs.

In fact, for clothing enterprises, the terminal is life.

Like the nine herd kings, many men's clothing enterprises regard the terminal construction and layout as an important job in 2009.

After listing, the other 15% of the funds raised will be used for leasing and renovating flagship stores in the coming years.

It is understood that the company now has about 1700 independent shops and nearly 800 department stores franchise stores.

Hu Chengchu said that after the listing, flagship store construction will become the focus of the company's channel construction. "More flagship stores will be opened in the next few years."

To this end, they have begun to look for locations where flagship stores can be opened.

"The flagship store has a far larger area than the retailer operated by distributors now. It will demonstrate the overall product of the company, further enhance its brand image and drive the sales of its distributors and its two tier distributors."

Hu Chengchu said.

YOUNGOR also signed a contract with Zhejiang Yintai department store limited at the same time as the store channel construction, so as to realize the strategic alliance with the department store and carry out the chain development.

"Where is the future of intime department store, where YOUNGOR's special store will go, and the right to give priority to location," Hu Dan, general manager of Yintai Department of commodities, said, "YOUNGOR has new products to go public, and it will also give priority to the shelves in Yintai department store."

"Yintai has a very good passenger flow guarantee, which not only saves costs, but also has no need to worry about sales."

Gao Yali, deputy general manager of YOUNGOR, said.

The company said, "chain development is a key development strategy of YOUNGOR.

Through bilateral cooperation, it will play an important role in promoting resource integration and enhancing brand image.

It is through the integration of these sales channels that YOUNGOR brand can continue to improve and sales are also rising.

Recently, China's down jacket giant Bosideng, who recently joined the men's clothing industry, began to upgrade the layout of the channel.

In May 26, 2009, Bosideng International Holdings wholly acquired Bosteng men's business and established Bosideng Mens business as one of the international strategies.

At the same time, new operational strategies are being implemented, including the preoccupying of the most core commercial areas in the target area, strengthening cooperation with key shopping malls in the country, making full use of the overall resource advantage of Bosideng to occupy the regional sales bridgehead, forming a channel network for the common development of one or two and three tier cities, and planning to increase the total number of shops to 2000 in the next 3 years.

By the end of November 25th last year, there were 182 new terminal stores nationwide, with a total business area of more than 25000 square meters.

Perhaps the men's new recruits will take the lead in the innate advantages of the channel layout. Analysts believe that "Bosteng men's entry into the market is not brand driven but channel driven. In other words, Bosideng menswear has already had a certain brand recognition when it starts the two or three line market by relying on its super strong position and leadership image in the down garment industry. It does not need and does not really invest too much resources in brand cultivation and advertising, but rather lowers its head and pulls cars, releasing a lot of resources in the channel layout and terminal construction."

As a result, some enterprises that are slightly inferior at the starting line begin to invest more energy in other areas, such as marketing.

In the view of Mao Jinhua, general manager of gifted apparel Limited by Share Ltd, in recent years, some brands have overemphasized the brand personality due to their excessive pursuit of high growth rate, so that the original consumer groups can not accept it, and the market shuffle and reorganization have been eliminated. This, to a certain extent, has reduced the intensity of market competition, thus giving new opportunities to other brands.

In order to seize this opportunity, last year, for third consecutive years, gifted scholar sponsored the annual advertising sponsorship in the CCTV variety show "Xingguang Avenue" and became an attempt of entertainment marketing.

The company believes that "Xingguang road" is popular among consumers, and the gifted men's advertisements are broadcast in the program, which is a huge communication advantage and audience coverage.

The collaboration between genius and Xingguang Road started in 2007. At that time, the company thought that the new form of Star Avenue, the host's humor and affinity hosting style attracted many loyal audience groups.

Through this mass, interactive and participatory entertainment platform, we will publicize the brand of talented people, which will narrow the distance from consumers and win the attention of huge potential consumers.

The brand idea is continuously conveyed to the target consumers through the entertainment programs that they enjoy. On the marketing blueprint of the company, the role of Xingguang road in promoting the brand is self-evident.

Since then, the company has stepped up its efforts. Last year, talented people also advertise in the CCTV "evening news" and "NBA events" to occupy the high-end media and achieve the radiation effect.

Nine Mu Wang shifted the focus to experiential marketing.

In last year's company's "2009 9 Mu Wang men's large-scale exhibition tour and ox bull fighting competition" tour, the participants wore a nine year herd cowboy leisure costume, riding on a bull fight machine similar to real bull, to experience the thrills of bull riding.

The qualifying athletes will have the chance to compete for 3 "cowboys" in the western United States.

Chen Jiaya said that through market research, nine Mu Wang launched the Chinese men's clothing "sports experience marketing" mode, so that the vast number of consumers in the product experience and lifestyle experience, fully understand the company's product quality and brand connotation, in order to enhance the consumer's brand awareness.

The new form of "riding bull" competition is chosen because the Western Cowboy element is added to a series of products of the king of nine.

The seven wolves continue to deepen their brand ideas in advertising marketing, with a view to strengthening their sense of identity among consumers.

In early 2009, seven wolves chose Chang Chen, the most talented and promising actor in Asian films, to become a spokesman for the new generation and reinterpret the brand concept of "men are more than one side".

In the company's view, Chang Chen's understanding of fashion, brand spirit and clothing culture shows a cooperative value of commercialization. His cold intelligence is consistent with his intelligence and the spirit of the seven wolves.

Just now this year, the company has put forward a new slogan of "pursuing men's life not only for one side", expanding the spokesperson to 4 actors, Honglei Sun, Chang Chen, Hu Jun and Zhang Hanyu.

Behind this is the brand-new brand marketing strategy of the seven wolves, which extends the connotation of the brand and gives the seven wolves a richer, three-dimensional, unique and fresh brand cultural connotation.

In 2009, Shandong enterprises, which had been rather slow in marketing, also tried.

Last year, the Eleventh National Games were held in Shandong.

Relying on the "home court" trend, the Shandong people's suit has sponsored marketing for the National Games, naming the "national suit Cup" tennis competition, and providing clothing for the national leaders and referees.

Although the company has not obtained the high-end comprehensive resources of the event due to the relationship between product categories, but for a men's formal clothing company that is not good at promoting marketing, the close contact with sports is undoubtedly an improvement in the marketing of the company.

As a matter of fact, men's clothing is not as varied and distinctive as women's wear.

However, through the efforts made by men's clothing enterprises in marketing in 2009, we can see that they try to establish a relationship and communication with consumers and maximize the efficiency of marketing through means of integration and application of various media.

In 2009, Chinese men's clothing put more energy into these relatively "basic" jobs, but this did not mean that they had stopped internationalization and high-end dreams in the past few years. In fact, this is more like a layout and dormant store for the dream of the post crisis era.