Min Pai Men's Metamorphosis Become Industry WEATHERVANE

At present, Fujian Style Men's wear has been continuously promoted in the industry. Every new move and every new change has become an important trend in the industry and even become a weathervane.

Since the first half of the year, the Fujian style clothing which came out of the gloomy economic downturn last year has increasingly felt the pressure of competition. The pulse of the times and the new demands of consumers are constantly pushing them to try, try and try again.

Throughout the past six months and in the past few years, we found that whether in products, in channels or in brands, Fujian style clothing, especially Jinjiang men's clothing enterprises, have been "shining sword", and frequent new tactics have greatly enhanced their "status in the field of men's clothing".

Products: RE development and seize the right to speak.

Recently, Liu Yiqun, general manager and art director of Wolf Road Fashion Co., flew to Dongguan. In the expansion of Wolf Road, Dongguan became a research and development base for Wolf Road clothing.

Because of its proximity to Hongkong, Dongguan is the leading position of the mainland's popular information, so it bears the task of design and research and development.

At that time, Dongguan's R & D base will cooperate with Wolfe road's R & D center at Fujian headquarters, share information and jointly develop the products of Wolf Road.

Since the beginning of this year, many enterprises have set up large-scale R & D centers to improve their R & D capabilities, especially some new fashion leisure enterprises.

In their view, by establishing R & D centers, increasing R & D efforts and developing products that meet the individual needs of young consumers, it is a necessity for new brands to rise suddenly.

A few days ago, the wolf family has also run a large development base in Guangzhou. Shi Hairong, chairman of the company, believes that the competitiveness of the product is the core competitiveness of the enterprise. "Our focus this year is to design the first grade and quickly reflect the market demand.

We also have special buyers to collect new trends at all times.

There will be more than 30 designers in this development base set up in Guangzhou by the wolf family, plus more than 60 designers originally in Fujian and Zhongshan.

In addition to fashion and leisure enterprises in improving product R & D capabilities, the traditional line of business casual men's clothing is also constantly investing in energy and capital to increase the fashion discourse right of products.

This year, Qipai has established professional R & D teams in leading cities such as Shanghai, Guangzhou and Xiamen, and has actively introduced professional talents such as fashion design, accessories development, pattern design and so on, constantly improving the overall research and development ability and innovation ability of the company.

In addition, Qipai also increased the continuous management of the quarterly products, analyzed the market demand dynamically, realized the scientific product planning and reasonable listing band.

However, it is through the signing of the China Fashion Color Association to establish the Chinese jacket's color research and development base to promote the research and development of the Chinese jacket's color application and get the right to speak out the fashion trend of jacket.

Terminal: expand channels and promote multiple channels

Not long ago, at the 20th anniversary celebration of the seven wolves, it signed a strategic partnership with thousands of department stores, indicating that the Fujian style clothing is closely related to department stores.

It is understood that only a thousand stores, one of the recent frequent contacts with Fujian style clothing, signed seven wolves, HG, Wolf Road and other brands.

At present, some growth brands also use department stores as a "springboard" to open up the channels. Some high-end brand new fashion leisure brands have successfully taken many shopping malls as a window for image display.

Although, due to the entry fee, the deduction point, the price system and other issues, Fujian style clothing has missed the department store channel, but in the past two years, with the gradual development of Fujian style clothing in the domestic men's wear market, the department stores have thrown olive branches into Fujian style clothing.

It is foreseeable that in the second half of the year and in the near future, department stores will gradually become another "base area" captured by Fujian style clothing.

On the one hand, great changes have taken place in the terminal channel. On the other hand, in the construction of the channel, Fujian men's men's clothing is also realizing the real control of the channel through clearing up the total generation, restructuring the branch companies and establishing the direct retail business system.

For the sake of intensive farming channels, Fujian men's men's clothing has tried many new strategies in recent two years, which has injected new ideas and new blood into the industry.

For example, the seven wolves increased the three sales subsidiaries in Wuhan, Xi'an and Shenzhen, increased the development of the direct business system, increased the Shang Ying direct company in Xiamen, and gradually established the direct business accounting model, and gradually adopted the pition from the provincial branch to the sub branch with the method of the provincial affiliate affiliation. Li Lang appreciated the head of the branch and gave them support so that these talents could fully invest in the operation of the branch. In addition, the enterprises in the provinces, such as the imperial card, the gifted and the tiger, took the place of the provincial agent in some provinces, which was also a pioneering undertaking. The flat of the channel undoubtedly made the main company more intensive in the channel.

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Brand:

Re dissemination of good media

Using new media to create topics, participate in topics and guide topics, this is the most innovative tactic of Fujian men's menswear promotion in the first half of the year.

Because they have grasped the arrival of the new media marketing era in a timely manner, they are acutely aware of the emergence of new media such as cell phones, Internet forums, blogs, micro-blog and online games.

Seven cards, seven wolves and other enterprises joined the "weaving neck" ranks; seven wolves, CABBEEN, wolf family set up the official blog of enterprises; nine Muwang appeared in Taobao's "daily focus" frequently.

These initiatives undoubtedly show that new media are roaring in the wind.

This new marketing mode is no longer the one-way process of advertising communication, but a process of sharing and mutual recognition between people. This allows consumers to experience brand names and create a sense of identity, so that brands can be spread and spread in a viral way.

Therefore, I believe that in the second half of this year, this new marketing method will be more widely applied.

In the first half of the year, many enterprises have also changed the standard.

Seven cards, emperor card and mascassini quietly changed the bid.

Among them, Qipai had invited Chen Youjian, a Chinese designer who designed LOGO for Coca-Cola from last year, to design a new VI for Qipai.

However, the seven cards will be widely promoted after the VI has been modified. Therefore, in the first half of the year, Qipai was quietly trying to replace the new logo in the advertisements put on CCTV.

Seven card related responsible person said that the launch of the new target is a systematic project. After implementing the bid replacement, the existing VI system will be further standardized and upgraded to provide consumers with a more standardized and more quality brand image recognition.

The imperial card and Mar Cassini were introduced in the "3 / 8" Clothing Fair and the "4. 18" sea fair.