Men'S Clothing Industry Is Facing &Nbsp Shuffle; Is There Any Way Out For The Two Or Three Line Brand?

In the past two months, continuous orders have brought a luxuriant scene of merchants to Jinjiang and Shishi. However, there are several unhappy families. Some of the brand enterprises are secretly hurt by the lights. Their dealers no longer make cars like Malone in front of the factory. In those months, Shishi had a very good family business, and its channels were almost eaten up by other brands, and even orders could not be opened.

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So, is there really no room for development of the two or three tier brands in China? Insiders feel optimistic that when the first-line brand goes to camp in a second tier city, it will also provide development opportunities for the two or three line brands at the county level and the grass-roots level.

Problem: Double impeding of order capital

"The pain of the two or three line brand is

It is recognized by the industry that the investment in brand is far greater than that in foundry.

Shishi owned enterprises once ranked the top three in trousers enterprises. In the first two years, they decided to make a series of products in pformation. After investing tens of millions of brands, the result was "nothing."

At present, the operation of the brand has been very difficult, almost lost all the money earned in the trousers industry in the past few years, and finally the agent of the enterprise had to turn to other brands.

Such cases are everywhere.

"What is not a good point, but the enterprise has the various reasons, there is no common."

Xu Chaoli pointed out that some enterprises have gone too slowly and missed some good opportunities, and some enterprises have gone too fast.

"At the beginning, some brands attract franchisees through very preferential policies, but subsequent funds can't keep up with them if they can't keep up with them. Some companies can't even deliver goods."

Zhuang Xiangyang, general manager of the flag king, pointed out that capital has become a shackle of "strangulation" of the two or three line brand.

However, the shortage of funds is a kind of "insufficient blood supply". Some brands are too eager for quick success and instant benefits, but they are too fast to step on the wrong track, so they die faster.

In the passive situation, Shishi men's clothing enterprises cancelled the order meeting this year.

Without ordering, this is undoubtedly close to the end of the road for brand enterprises dominated by buyout orders.

The gradual decline of these two or three brands indicates that the reshuffling results of men's clothing industry are beginning to show.

After several years of development, the pattern of Fujian men's wear industry has reached a final conclusion. The big brand has risen, and the rest is the fight of the two or three line brand.

Break through: enter the county-level market

From glory to decline, we have seen some enterprises' history of bitterness and tears.

And in the market fight, there are also some two or three line growth brands rising successfully, finding the market development space, climbing step by step.

Product positioning is the key point of the two or three line brand development.

As Xu Chaoli said, western fast food is not all people only eat McDonald's and Kentucky Fried Chicken, Dicos and Burger King will also have people to choose; clothing is the same reason, not everyone is suitable for first-line brand grade, preference for its design, style.

"Hundreds of millions of men in China choose a very wide range of faces.

Especially at the price level, it is not that the higher the added value is, the more people like it. Many people still prefer products with high cost performance.

Zeng Ling, marketing manager of Fu Fu bird's men's clothing, pointed out that when Jin Ba and Wang Mu Wang gradually increased their value-added products, they would also lose some marginal consumers.

In China, this part of the backbone is very huge.

In fact, the relevant data can explain the large market space of the three or four line.

Statistics show that the proportion of County cities in mainland China is 85.6%.

Zeng Ling said that when the brands such as "powerful village" were gradually separated from the "rural encircling the city" mode, and gradually "pushed into the central city", a very important channel space for the two or three line brands was made: the three or four line market.

As for the possession of terminal channels, the industry once said, "it is not necessary to be the loudest brand in the locality, but it can be the highest brand in the local market."