A Slim Chance Of Survival! Jinjiang Sports Brand "Men'S Clothing Tide" Sprout

In the summer of 2011,

Coincidentally, a recruitment information of Fujian seeking quality sports products Co., Ltd. also hinted at this field.

At present, with the weakness of the three or four line sports brand market, how are some sports brands in Jinjiang turning to the men's clothing market? What kind of consideration do they have? Whether can they become the last chance of sports shoes brand survival and whether they can enjoy substantial returns? Whether they can call New brands in the new field?

Jump out of sports to make clothes

According to Hu Zhenzong, assistant president of alligator, this year, the "gold alligator" casual fashion men's clothing will expand the national sales market. It is expected to expand 50 outlets this year. These sales outlets will include life hall and high-end shopping malls.

"The brand position of alligator will gradually change from sports life to fashion life brand, and the product will also shift its focus from sports shoes to casual fashion clothes."

Hu Zhenzong said that although casual shoes will continue to launch, but in recent years, the business men's wear market has gradually shrunk, fashion men's clothing space is huge, and the market capacity of women's clothing is also very good. Therefore, the market focus of alligator is to vigorously develop the leisure fashion clothing market.

At the same time, reporters also saw the newly launched clothing and accessories products in the brand shop.

Pure fruit green, sapphire blue, orange or ingenious echo, bold darting, personalized T-shirt with colourful coat; relaxed Hoodie overlay body jacket; low waist jeans and skateboard shoes in low-key mixed into bright belt, plus baseball cap, personalized headscarf, waist chain ornaments, and so on, with hip-hop feel more concise and capable, as if let people suddenly feel on the streets.

Although the company did not disclose any information about the market operation of the company, it is hard to avoid reading a few motives from such a new show: the brand of step by step is also aimed at the leisure fashion market, and the young crowd will be the consumer group that he focuses on.

According to industry information, the company has been entrusting Ogilvy to make strategic positioning and integration of related brands. It is very likely that step SA is the first step in stepping into the garment industry. Now it is not a clothing project.

"No longer hold the previous concept, simply think that clothing is an extension of footwear or complementary products, but the clothing industry should be run as a project."

Relevant officials of Fujian quality sports products Co., Ltd. also expressed a positive attitude on the road of clothing pformation.

The "vitality" of casual men's wear market

For many three or four line sports shoes brand, the traditional sports shoes market is already at the end of the road! Liu Jianwei, planning manager of entun sporting goods Co., Ltd. described this: for some small and medium-sized sporting goods enterprises, the past 2010 days were not easy. The price sinking policies of several major sporting goods in China had engulfed all the profits of the small and medium-sized brands, but also devoured their original market share without mercy. The original sports market share gradually shrank. This is the fact that Jinjiang's small and medium-sized brands have to face.

In the past two years, small and medium-sized sports shoes in Jinjiang have been frequently encircled by prices from several major shoe producing areas such as Baoding, Guangzhou and Zhejiang. The homogenization of products makes Jinjiang's small and medium sized sports shoes enterprises unable to get the top spot in the market, so that they can only make bold changes in their internal and external troubles.

However, after years of experience accumulation, they know that clothing is another major item besides sports shoes. In the composition of brand profits, the profit rate of clothing is much higher than that of footwear products, and has become the main source of profit.

It is the relatively high profits of clothing that attract many sports brands to increase the penetration of men's clothing market. For example, casual fashion men's clothing may become a breakthrough point.

Tan Qibing, the marketing director of the wolf family, believes that sports are close to life and assimilated to life. Many sports brands are selling lifestyle clothes under the banner of sports.

Next, casual men's wear market will be the product of sports and men's wear industry development.

Along with the change of people's consumption habits, sporting goods are gradually moving towards leisure and fashion products, and brand positioning has changed. Therefore, entering leisure men's clothing is not going with the tide to gain benefits, to some extent, it indicates the trend of the next movement of the sporting goods industry.

Of course, in the eyes of Chen Cao, consultant of Xiamen consulting company, the leisure men's clothing market is developing rapidly. If we can seize the opportunity to intervene, we will have a chance to break through in the market. However, the competition intensity of casual men's clothing market, which takes ZARA and GAP as the leading brand in foreign countries and domestic JACK JONES as leader, should not be underestimated. The difficulty and risk of running clothes in such a domestic market is much higher than ever before.

Even so, these resolutely pformed sports brands still have confidence in the clothing industry. Liu Jianwei said, "the first and second tier brands at home and abroad already have a high brand awareness and relatively perfect channel system. However, the Chinese market is very large, the retail format is so rich and abundant, every level of consumer groups have, leaving us room for development and operation."

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Radical pformation is not desirable.

People in the industry agreed that sports brands should march towards the men's wear market. Do not be radical! Even if you label yourself with casual men's clothing, it will be difficult for you to make an essential change in a short time.

This is not a simple increase of a category, but a generalization of the sporting goods system. Instead, it will rearrange the original product system, channel customers, terminal mode and so on, and even involve a series of changes in the upstream and downstream supply chain. If all these changes happen, can the team building and business ideas of the company's brand operation match again? Chen Huayang, the brand manager of wild power (China) Co., raised such a query.

Indeed, from sports to men's pformation is not overnight, from a familiar footwear market to enter the field of unfamiliar clothing, you must study clothing products like sports shoes to study, grasp the market in order to make men's clothing in this new field.

For example, clothing materials, styles, regional product styles and sales channels and other knowledge need to be studied through market research.

Considering that the vast majority of local garment development in Jinjiang depends on outsourcing, how to make good use of foreign trade associations and gradually develop their own garment development teams, and develop a clothing style that is consistent with their brand positioning is a crucial first step.

In addition, it is more important to cultivate brand culture and take the threshold of cross category extension. Chen told reporters that the biggest difference between men's wear market and women's wear and sportswear is that consumer groups have a higher awareness of brand.

It is suggested that the sports brand should retain the original brand, extend the product first, and then integrate into the terminal system.

Through the product at the first time to narrow the psychological distance with the target consumers, get their sense of identity; with the help of the terminal window, try to promote the target market, and then cultivate the brand culture and optimize the terminal mode.

Once we win the approval of the men's target consumers, once their purchasing power and purchase intention are mature, the brand will take a solid step in the successful pformation.

Chen Cao sent back a reminder that for men's clothing, such a market with special cultural accumulation and accumulation, Jinjiang sporting goods brand should be clear - besides selling shoes and clothes, and more importantly, selling culture. After finishing the brand pformation orientation, we need to create a cultural concept of life and leisure through products, terminals and so on, rather than simply imitate it.

With today's popular fashion casual style to do men's clothing, this is not successful.

case

Show new alligator Wright:

Men's clothing group to fashion sports brand

Clothing concept: clothing products for men and women, like footwear products, are popularized through different channels, starting from the rich clothing of the whole department, gradually moving from sports life to leisure fashion goods brands, such as the penetration of original products into the three or four tier cities or remote areas, and gradually digesting the rich fashion products of men and women to match the upgraded terminal outlets.

According to the latest news from the media, Allen Wright, the shoe maker, will launch the "silver alligator" casual fashion dress this autumn and winter this year, and will be the rich product category of this year's silver alligator dress series.

Hu Zhenzong, assistant president of alligator, revealed that in order to make the style of terminal store coincide with the newly launched "silver alligator" fashion clothing product series, the two and second tier cities and some provincial capitals flagship stores, such as flagship stores, are gradually changing and upgrading their image.

As a result, the original products from these terminal outlets will gradually move to the three or four line, and some parts of the outlets will be sold in remote outlets, gradually digesting the original product line and truly leaving the brand of sports life and entering the fashion life brand.

It is reported that since last year's launch of the "gold alligator" casual fashion men's wear, the market reaction has been very gratifying. Therefore, shoe manufacturer alligator has decided to continue to push forward the group plan this year -- marching into casual fashion women's clothing.

At the same time, this year, the "gold alligator" casual fashion men's clothing will also expand the national sales market. It is expected that this year will expand 50 outlets, which will include life hall and high-end shopping malls.

Step by step:

Tide is a bright spot.

Clothing concept: from a familiar footwear market into the unfamiliar clothing field, we must study clothing products like sports shoes, and develop clothing according to their brand style.

As early as two or three years ago, the company launched its own clothing series. Today, the more distinctive clothing features are especially eye-catching.

In 2009, on the basis of many years of precipitation, the brand of "step by step", with its distinctive street culture as its core, focused on street activities such as graffiti, hip-hop, concert halls, stunts, bicycles, skateboards, street basketball, street football and baseball, and created a new brand of the industry. A large part of it was attributed to their clothing products.

Today, the launch of step SA is to integrate the street style clothing products with the new image integration project of "step by step style fashion" and form a docking with consumers, so that the street style fashion image of step by street will be deeply rooted in the hearts of the people.

Chen Cao was sent to Xiamen Tong Hang management consulting organization, consultant, master of marketing management, TTT international certification lecturer, chain monopoly mode consultant and marketing practical trainer.

Once worked in Fujian Qipai men's clothes, Guangzhou Shen Baer children's clothing and other enterprises.

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Make good use of outsourcing and get first-hand resources

From a simple sports brand pformation men's clothing brand, but this is not simply a category increase, in the sport of this category to complete the "shoes + clothing" addition game.

How to extend the brand of leisure fashion products through the extension of men's wear products is a topic that must be carefully considered by the Jinjiang sports shoes brand.

How to stack a men's clothing category on shoes, realize the best combination, explain the brand differentiation style with their own characteristics, create a fashionable and casual menswear culture for your brand? Jinjiang sports brand should start with product design.

In the face of a completely unfamiliar project, with the help of the most common resource integration mode in the women's clothing market, the use of "outsourcing" third can facilitate the rapid intervention in the clothing market. However, we must pay attention to ensuring that we get the first-hand resources.

Many foreign companies have made a good market reaction and a higher survival rate after helping A company, so he copied it again for the whole product developed by A company, so that the resources of the two pformations should not be taken over. Men's clothing and women's clothing are popular and fast. This needs to get the latest popular information at the top conference and needs to be a pioneer in the fashion trend. Therefore, with the help of outsourcing, it is necessary to carry out the relevant prospect analysis and market survey for its fashion trend.

Of course, men's clothing starts from the layout, imitation is only a temporary expedient to learn from the pition. In the future, we still need to innovate and change. Just like Qipai men's clothing did not have a R & D team at the beginning, it grew through the revision of the buying version. After having the Chinese collar element, they began to set up the R & D team to design the Chinese costumes suitable for the Asian Version, which are worth learning.

E-commerce or fast track

According to the online shopping data released by Taobao in 2010, the growth rate of online shopping in the central and western regions has surpassed that in the eastern coastal areas, especially in Hunan, Hebei, Henan and other places. The number of online shopping is far higher than that in Beijing, Shanghai and other front-line markets.

In addition, Analysys International has reported that the growth of clothing online shopping market is faster than that of 3C and other industries, so the online shopping market will become the focus of the new round of clothing brand competition.

A few days ago, Levi 's as another heavyweight clothing brand entered, not only opened up a new path for its growth, put forward higher requirements, but also set off a small upsurge of major brands in Taobao mall again.

It is understood that there will be a number of first-line brand Taobao mall flagship store opened in the near future.

This makes the second battlefields of the major brands of Taobao mall, and some of the weaker brands under the online market, even with Taobao mall, have subverted the original market structure.

Osa, represented by seven grid, zero number man and Osa, has made a huge impact on traditional brands by relying on the huge success of Internet channels.

Therefore, the new brand we just started can fully regard the Taobao mall as the base for the domestic market.

Through the form of online shops, these enthusiasts can get new messages faster and choose products that they like.

At the same time, online shops can help the unfamiliar customers to understand the products, so that the brand can build brand image faster, increase sales volume, expand sales scope, reduce sales costs, and quickly get customer feedback information, understand customer needs, and have more flexible response in the subsequent development strategy, and establish a wider fan group.

For the future development of electronic commerce plate, this website platform is not simply a trading platform, but a cohesive and managing customer relationship management platform.

This is also a new business opportunity.