2011 How Does Men'S Clothing Brand Focus On Channel Building?

In the mature stage, the competition pattern tends to be stable.

With the public consumption behavior more rational and more concerned about the quality and price of products, the industry concentration degree has also been greatly improved.

In June 2010, the market share of the top ten brands of Chinese men's suits reached 34.04%.

The rationalization of consumer behavior encourages many men's suit brands to segment the market by interpreting the brand connotation and externally expressing the price.

At the same time, the rise of casual dress has caused.

In the near future, the growth of the suit is expected to increase by 10%~15% in the next 5 years.

The past 2010 has been the most complicated year for China's textile and garment industry.

Fortunately, the demand in the international market is constantly warming, driving the export of textile and clothing to break through the 200 billion US dollar mark.

In 2010, the revival of textile and garment industry surpassed the expectation of early year: industry income increased rapidly, profitability increased further, industry fixed asset investment growth continued to rise rapidly, industry exports rebounded strongly while domestic sales maintained a strong growth momentum.

In 2010, the main reason for the resurgence of the industry was that besides the low base of the previous year, the domestic economic growth as a whole has been improving. At the same time, the price increase of all sectors of the industrial chain driven by policy oriented consumption and raw material prices is also an important factor.

Looking forward to 2011,

The development situation is mixed.

Favorable factors include the sustained growth of the domestic economy, the promotion of urbanization, the increase of residents' consumption ability and the change of consumption habits, the continuous pull of domestic consumption caused by the adjustment of the national economic structure, the long-time high household savings rate and the lower per capita clothing expenditure base of China, etc. the unfavorable factors include the high price of various raw materials, the continuous rise of human cost, the economic fluctuation in the euro area, and the continued appreciation of the renminbi.

Judging from the factors affecting the future development of the industry, the export of industry in 2011 needs to be relatively cautious and still optimistic about domestic consumption.

For having

In terms of channel resources and retail enterprises based on domestic sales, it will usher in the best era.

On the one hand, the Chinese market has become one of the most attractive clothing and apparel consumer markets in the world.

On the other hand, the accumulated experience and lessons from some advantageous enterprises and China's good commercial and cultural environment provide a good soil for the development of local clothing brand giants.

Under the background of such industries, the domestic brand apparel industry will continue to grow rapidly in the future. Quality listed enterprises will gain more market share and higher performance growth rate by virtue of capital, scale, brand, cost and talent.

Domestic demand remained the primary market power in 2011.

2011 is the first year of 12th Five-Year. Along with the steady development of China's national economy and the continuous progress of urbanization, the policies adopted by the state to improve people's livelihood continue to be implemented. The potential of the domestic demand market will be further released and will continue to promote the development of the textile industry.

In addition, the international market is expected to grow moderately. At present, the international economic environment has improved as a whole. The world economy has been gradually out of the mire of the financial crisis. It is expected that the international market of textile and clothing in 2011 is expected to grow moderately.

But at the same time, the development of China's textile industry in 2011 is still facing a series of uncertainties.

Coupled with the elimination of low base factors, it is estimated that the growth rate of China's textile production and exports in 2011 will be lower than that in 2010, but the overall growth rate will remain positive.

Current domestic

As a whole, it is in a state of complete competition, and there are various brands in the market.

Most of the foreign first-line brands have entered the Chinese market, and the two or three line commercial brands abroad are taking the form of large private brand stores to seize the domestic market.

At present, the brand competition of men's clothing at home and abroad is mainly based on commercial channels and business innovation.

In terms of commercial channels, internationally renowned men's clothing brands have gained the upper hand in the first-line market, for example.

I, etc.; other brands such as

And so on, also began to enter the domestic two or three line market, increasing the overall competition for domestic market channels.

And most of these strong brands in the sales channels are mostly self operated stores and affiliate stores.

In October 2010, China's large men's clothing production enterprise listed in the market to raise funds to build a direct store, seize the resources of one second tier city stores, and win by channels.

Hinur will invest 544 million 890 thousand yuan in marketing network construction projects, and build flagship stores and 46 Direct stores.

Hinur is a well-known menswear brand in China and has a high market share in the north.

The company is mainly engaged in

Men's clothing products such as production and sales, "

"Three well-known trademarks in China.

Control and management of sales channels and network terminals are important factors that affect the stability and continuity of profitability in the future.

At present, Hinur mainly adopts the mode of "direct shop + franchised store". As of June 30, 2010, the number of Direct stores and franchisees was 587, of which 569 were franchised stores.

The company's sales of products to the franchisee account for more than 40% of the main business income, while the direct shop has less than 20% of its revenue.

Wang Guibo, chairman of the company, said that the company will continue to increase marketing terminal construction and strengthen market development, and strive to reach 800 sales terminals in 2012, with sales revenue reaching 1 billion 200 million yuan.

But it is worth noting that the gross profit margins of Direct stores are above 60%, far higher than other sales modes such as franchised stores, online sales, group buying and so on.

The company said that in addition to its high gross profit margin, the direct selling store can also increase the ability of the company to control the marketing channel, and at the same time, it can give the franchisee a good demonstration.

The fund raising project will build 10 flagship stores and 36 Direct stores. Most of the flagship stores are located in the first tier cities of the provincial capital, and most of the 36 direct outlets are located in the second tier cities of the municipal level.

At present, the company has a strong market advantage in the northern market. The 3 Anhui flagship stores and 15 direct outlets are selected in the Jiangsu and Anhui markets to make up for the short market and improve the share of the brand.

The company said that the quality shop resources at all levels of the city's core business district are important strategic resources for the company's future development, so all 46 shops will be purchased and long-term lease.

In addition to the recruitment and investment projects, the company also plans to use two years to correct the existing stores, to achieve a unified image of the store, continue to carry out the Shanxi, Anhui, Jiangsu, Shaanxi and other provinces and cities to join the work, every year will add 50~100 stores to further expand the market, and launch the online sales of mayton brand products.

Hinur said that a more complete and more powerful marketing network will be constructed to strengthen flagship stores in the first tier cities that have not yet been fully developed, and gradually expand the network of direct outlets in the two or three line cities, while increasing the radiation intensity of the two or three line cities to patch up the weak links of the original marketing network.

The company was founded in 2001, mainly engaged in newspapers.

Such as men's clothing design, production and sales.

Adhering to the development route of domestic high-end boutique men's clothing industry, the first sales mode of franchised franchise chain was introduced in China. As of the end of 6 2010, there were 679 brands of good bird brand, and 109 of S.ANGELO's fashion brand outlets, and the total store area increased to 109 thousand square meters.

The news bird has always been famous for its formal wear. In January 13, 2011, the company announced that it would buy 472 thousand shares of European clothing and 1 million 362 thousand and 900 of the total share capital of the European clothing, with a total price of $19%.

Not only that, but in November 2010 and December, the news birds invested 15 million 300 thousand of their own funds in the investment of the company and the Yale fashion, which accounted for 51% of the registered capital after the capital increase.

The purpose of the operation is mainly to enter the foreshadowing of men's fashion, leisure and sports.

"A company's development in leisure and sports is just beginning, and everything starts from scratch," said a management personage at the news bird.

The business orientation of the wedding bird has gradually infiltrated from "focus on formal dress" to "business + Leisure". It is expected that the news bird business series has a higher profit level.

Because the birds are positioned in the middle and high grade, and keep the level of 5%~10% raise each year, the gross profit margin has been rising. As of the three quarter of 2010, the gross profit margin of the company increased to 53%, much higher than the average level of 35% in the industry.

Single store revenue, single store net profit and flat effect are constantly optimized.

Announced in November 2010, it will add 300 alternative urban outlets on the basis of the original 500 selected cities, and select 178 cities and shops in 800 cities, including 98 reporting bird shops and 80 San Jie Luo stores.

At the same time in some cities through the purchase or leasing of direct outlets and joint stores, in some cities to open franchise stores.

The news bird said that the adjustment was mainly to expand the development of prefecture level cities and county level city networks.

This only changed part of the implementation of the project and expanded the scope of selection of the project location, and did not change the direction of the use of the funds raised, in line with the company's prudent use of the principle of raising funds and the requirements of the development strategy, in line with the interests of the company and all investors.

To this, an industry researcher said, from the announcement, we can see that the original planned marketing outlets of the company are concentrated in the first tier cities, and now they are more inclined to expand the two or three line cities.

The adjustment is likely to be related to the high rent of the shops in the first tier cities, or the increase in rents.

It is expected that as the company's marketing network further sinks to the two or three tier cities, the company's performance will accelerate short-term returns due to cost reduction and reduced competition.

However, due to the reduction of the number of outlets in the first tier cities, it may not be conducive to the long-term construction of the brand.

Though affected by many factors at home and abroad, and the uncertainty of national policies in the second half of the year, the economic situation is hard to judge, but the terminal retail market will be better by the demographic dividend and the upgrading of consumption.