Trend Analysis Of Chinese Men'S Clothing Marketing In 2011

The following views are mainly for men's clothing industry.

First, the Internet will have a far-reaching and powerful impact on clothing marketing.

In 2010, the "Taobao mall" crazy sales promotion in November 11th made people exclaim surprises. "Taobao mall's single day turnover of 936 million over Hongkong retail sales per day" is probably the best explanation.

The powerful force of the Internet will have a significant impact on the channel (Place) and promotion (promotion) of 4P.

Network sales are basically different from traditional channels of distribution, pportation and inventory control.

According to reports, the reporter interviewed was informed that "in 2008, the paction volume of Taobao mall was about 3 billion 500 million yuan, and in 2009 it soared to 14 billion 900 million yuan.

According to sources, in 2010, Taobao mall will continue to grow at a rate of 4 times, and the volume of pactions will be close to 70 billion yuan, with more than 3 brands.

Clothing business is one of the important parts of Taobao mall.

Before the apparel industry, the online sales were generally a wait-and-see attitude. In 2010, several well-known brand clothing companies began to try and enter, such as GXG, etc., and have made satisfactory (or even beyond expectations) performance.

Then the trend of 2011 is that more and more traditional clothing enterprises (brands) will enter the network, and the establishment of "Taobao mall flagship store" will become their initial and universal choice.

By the end of November 2010, CABBEEN, which was famous for its excellent design in recent years, launched a new brand for the online shopping market, "two o'clock in the morning".

"E-commerce is indeed a trend. CABBEEN brand will not deliberately expand the online shopping market, but this does not mean that CABBEEN will abandon the e-commerce market." Mr. Yang Ziming, chairman and chief designer of CABBEEN, told the Straits Metropolis Daily that during the past year (2009), considering the layout of e-commerce, from product design to image and logistics, "initial investment has exceeded one hundred million".

Compared with CABBEEN, "two o'clock in the morning" is more casual, younger and cheaper. "To launch a brand online shopping alone is to make this online shopping brand more focused on the study of online shoppers".

Another trend that is triggered by the Internet is promotion, which will spread and communicate with consumers.

In the author's "Internet brand building discussion", one of the three conclusions is that we should attach importance to network marketing (promotion) and promote the diversification of advertising media.

The rise of Internet media, as an increasingly unneglecting medium, is necessary for Brand Company to draw some of its budget to Internet marketing.

The traditional way of promoting classics is: CCTV + stars. With the development of media environment, it is possible to turn into CCTV + portal website + star (Chen Shixin's works).

In short, it is necessary to extract part of the brand promotion for online advertising, Internet theme or creative marketing activities, public relations, keyword search and so on.

On this basis, we start talking about the precision marketing of the network.

Traditional clothing brand enterprises occupy the most part of the total sales volume, the "inevitable" conflict between the entity store and the network sales channel, and the traditional business thinking mode, resulting in the network sales department (the electricity supplier Department) is only a "supplementary part" positioning.

The old clothing enterprises have not decided to fully support and invest in e-commerce. This will give new brands the opportunity to send them.

A fact is that in recent years, many shoes and clothing "Amoy brands" have sprung up, and "fan Ke Cheng pin" has been online for more than 3 years, and sales in 2010 are expected to exceed 2 billion.

The "Danny Cass" brand with "China casual pants expert" as the brand vision, joined Kai Heng company to enter the electricity supplier, and listed the network channel as one of the strategic development priorities in 2011.

Network sales will bring a series of changes, such as money back, pricing, network customer service attitude and express speed become one of the new contents of quality service.

Second, supply chain integration, upgrading and optimization.

After the product quality war, store expansion and brand war, the establishment of an efficient and quick response supply chain management system has become a strategic consideration for many garment enterprises to enhance supply chain and continuous improvement.

Supply chain management is an integrated management idea and method. Enterprises can integrate and optimize the information flow, logistics and capital flow in the supply chain by improving the relationship between upstream and downstream supply chain, so as to gain the competitive advantage of enterprises.

Optimize supply chain management and mode, sort out and optimize the supply chain involved in commodities, procurement, production, logistics, sales, inventory management and other links, improve efficiency and speed, so as to enhance the competitiveness of the backstage.

As the men's clothing industry has gradually entered the stage of white hot competition (shuffle stage), the importance of supply chain management will be strengthened and promoted in 2011.

The upgrading of supply chain management will have a significant impact on channel and price.

Third, there will be a significant change in advertising in promotion.

The accumulation of years and two thousand or three thousand stores across the country made many men's clothing brands famous in China, so they no longer threw 80-90%'s annual brand promotion budget into the "sea" of CCTV.

The demand of famous clothing brands for the promotion of popularity is no longer so urgent, or the marginal benefit of "put in output" is no longer satisfactory to enterprises.

Take a considerable part of the promotional budget for one year to other areas, such as diversifying the media, increasing support for key regional markets, attaching importance to public relations marketing, and marketing activities on the ground.

In the past few years, well-known clothing brands in Jiangsu and Zhejiang provinces (such as Shanshan, Ya global brand network - Gore, etc.) have significantly reduced or did not invest in TV commercials, and from 2011 onwards, "Fujian men's men's clothing" is likely to begin to follow the footsteps of other people to reduce CCTV advertising.

However, in the event of major events, it is foreseeable that they will still enlarge their advertising in CCTV.

Fourth, multi brand.

In November 2010, Wang Liangxing, President of Li Lang, told the media that the start of L2 was the first step. "In Guangzhou, we are setting up the third brand."

In 2011, Mi Toshiro's third brands can be seen without accident.

After years of low growth, the growth of mainstream brands in China's men's wear industry is "relatively weak". Many people think that this may be a "single brand growth bottleneck".

Objectively speaking, with different brands of positioning and style to meet the needs of consumers in different market segments, and thus occupy a larger market share, the capacity of a brand and the target population that it can cover are limited.

After years of accumulation, a number of "Fujian Style Men's clothing" has developed the strength of many brands. (Jiangsu and Zhejiang clothing enterprises have already "many children and grandchildren", but few successful cases (Chen Shixin's works), hope that they will be more cautious about the multi brand strategy. Once the new brand is created, we must devote energy and patience to the care and attention of the growth of the mother brand.

Fifth, the tide of listing.

Strictly speaking, this can not be attributed to the discussion of clothing marketing in 2011.

After the listing of Fujian clothing enterprises such as the seven wolves and Leiang, after the "ready" and meticulous preparations, a number of "Fujian Style Men's clothing" enterprises are waiting for the "Longmen leap" before listing. Several "Fujian men's men's clothing" will be listed in 2011.

To enter the stock market, we can make use of the powerful force of the capital market to promote the standardized operation of enterprises at the same time of rapid development.

With the listing of several Fujian garment enterprises in 2011, the strength of Fujian Style Men's wear plate will be greatly enhanced, which will have a profound impact on the pattern and marketing level of China's garment industry.