Casual Men Wear Deep Market, How To Solve The Problem?

Dialogue guests: ye Haibin JW menswear brand director

At present, the development of leisure men's clothing in China is maturing. In the first-line market, the second line market and the three line market, the development of a good casual men's wear brand has been basically determined. The market structure has been initially formed. With the development of the national economy, how to deepen the market, gain more market share and improve consumer loyalty in the current development environment has become the top priority for more and more casual men's clothing brands.

JW, a leisure menswear brand that has only two years in China and rooted in the market with a steady market strategy, is also facing this problem. After thorough analysis of the market, Ye Haibin, the brand director, summarizes several key points of the leisure men's clothing brand's deep tillage market.

Choosing the right brand

Zhu Wei: please tell me about the brand name of JW menswear. Why did you choose this brand?

Ye Haibin: JW men's clothing comes from the fashion capital of Milan, Italy. It is a famous menswear brand with nearly 40 years of history.

JoyWesley, the founder of the brand, is a hybrid of Spain and Italy. In the 70s of last century, Joy, which was deeply influenced by European and American rebellion, opened its first design studio in Milan.

From the very beginning, Joy established the design orientation of aristocratic advanced garments, such as Viktor&Rolf and Balenciaga, which had obvious differences.

Actively participating in hippy and yup's street costumes, keeping pace with the trend of history.

Towards the end of the last century, JW entered the era of Mashup in the early part of this century. Its style was integrated into various elements such as history, nobility, street, nationality and women.

At the same time, Joy emphasizes

JW its consistent positioning and design concept coincides with the current trend of domestic clothing development.

The accelerated pace of work has prompted urban white-collar workers to choose a dress that can not only relax themselves in work, but also relax and relax with 35 friends at work after work. JW is exactly the same with this consumption demand, so the purpose of choosing JW is to provide the most suitable but not the most expensive fashion for men in the workplace.

Zhu Wei: why is it that the combination of Jia Jia Wen Clothing Co., Ltd. and JW brand is the most perfect?

Ye Haibin: Ningbo Jie Jia Wen Garments Co., Ltd. was founded in 1996. Now it owns an embroidery factory, a printing factory, a foreign trade company, an e-commerce company, and also a JW casual menswear.

In 2009, the company moved into a new office area of 70 mu, forming a relatively complete industrial chain through the optimized combination of subordinate businesses.

In the same year, the Hongkong company saw the trend of men's clothing in the mainland's semi vacuum market and huge business opportunities, as well as the highly respected JW brand. It invested 25 million in the development and operation of JW brand in mainland China.

The mature development and operation mode has benefited from the accurate analysis and precise judgement of the market for years, the strong execution power, the complete hardware facilities and the careful marketing promotion plan. It has become the magic weapon for JW to occupy the market rapidly in China. After two years of development, JW has become more standardized and mature under the operation of Jia Jia Wen.

Aim at the right time {page_break}

Zhu Wei: what's the special significance of choosing the brand name of JW men's clothing after the financial crisis?

Ye Haibin: the introduction of JW to men's clothing is the result of the thorough investigation of the domestic men's wear market.

The competition of domestic men's wear brands began in the late 80s of last century.

Ningbo native brand represented by Shan Shan and YOUNGOR is the main force in the domestic men's wear market in this period.

But beginning in the 90 years of the last century, the market share began to give rise to the Wenzhou men's clothing, which is represented by the news birds and Zhuang Ji.

At the same time, casual wear such as Semir and Metersbonwe began to emerge in Wenzhou.

At the beginning of this century, the trend of men's clothing in China was abrupt.

Business casual wear in Guangzhou and Shenzhen began to occupy the market quickly.

The low price market is carved up by life casual clothes, and suits are beginning to quit.

A large number of Wenzhou garment factories give up their own brands instead of OEM processing.

After five or six years of strong development, the business casual wear and leisure wear of domestic brands have begun to go downhill under the expansion and dissemination of foreign brands.

Especially under the promotion and dissemination of foreign brands and the fashionable Street pads in the Internet, the Chinese people really realize the gap between domestic men's dress consciousness and international differences: the domestic men's wear brand lacks the sense of design, the integrity is not strong, lacks the plasticity of the overall match, and the integration degree of the overall match and the life scene is relatively low.

The popularity of Korean and Korean costumes in China has also provided the direction for the pformation of domestic men's wear.

In view of this, Jie Jia Wen believes that the current trend is the best entry point for men's clothing to enter the market.

Just like business men's clothing cut into the market.

Zhu Wei: what is the most important thing for a brand to gain a firm foothold in the market?

Ye Haibin: a brand wants to have a foothold in the market. The most important thing is to follow up the trend, close to the consumer group, and be able to identify with its target customers.

Zhu Wei: on brand promotion, how does JW men's wear plan?

Ye Haibin: in brand promotion, JW menswear believes that the best way to promote is to open more shops. The image of the store itself is advertising.

This is one of them. Secondly, the performance of the store itself is the best publicity.

Locating potential target markets

Zhu Wei: what kind of people are the target consumers of JW men's clothing? What are the unique characteristics of this group in product design?

Ye Haibin: JW men wear the urban tide of 18~28 years old.

We do not divide the consumption group with occupation and age. Instead, we focus on the fashion mentality to target customers: a healthy figure, a positive fashion mentality, and a positive urban trend.

The JW men's wear series emphasizes the lifestyle of the city's Chaozhou people, and creates a series of NewLife (new life) and NewJeans (new leisure) series with the urban Chaozhou as the main consumer group.

NewLife products are mainly urban businesses: they advocate the everlasting mainstream style of the atmosphere. They use more popular fabrics and fashionable techniques to deduce the classic styles of men's clothing, which is suitable for urban white-collar workers.

Advocating the natural and fresh and free and elegant expression of elegance and elegance, but not innocence, creating a youthful trend of "civilian aristocracy"; the NewJeaws series is dominated by the British style. It integrates the leisure trend with the business travel series. In the product design, the street elements are used, from T-shirt to leather prints to the design of jeans, from the classical England pattern to the family badge.

Stitching from knitted fabric and woven fabric to wool and leather.

JW men's clothing embodies the elegant life of the new young aristocracy in the process of deducing history, aristocracy, streets, nationalities and other elements.

Zhu Wei: positioning such a consumer group, what does it mean for the JW brand?

Ye Haibin: in the face of such a group of consumers, JW is not the creator of fashion, but just the disseminator of fashion, and is also the resonator of fashion for fashion.

This group of fashionable people has sensitive fashion antennae.

Have a unique view of the trend.

We conform to the consumption habits of these people.

Emphasis is placed on the combination and enhancement of design elements.

At the same time, we should learn more about Korean style clothing on the plate, so as to meet the needs of East Asian people in terms of body shape and aesthetics.

In-depth analysis of the consumer market environment

Zhu Wei: what kind of products are most needed in men's clothing market? What is the social root behind this?

Ye Haibin: what is most needed is the product with design grade, which can be seen clearly from CKjeans, D&G and other brands.

The root of this is the openness of the society and the identity of the Chinese people to the mainstream culture of the world today.

Zhu Wei: in this market atmosphere, what is the next plan for JW? Has it started to take action?

Ye Haibin: the next goal of JW shop is to introduce JW fashion ladies.

Domestic women's clothing is also entering a bottleneck, and it is also a good time to cut in.

JW is actively preparing for this goal, including early research, product chain integration, talent preparation and pre planning.

What I say goes

Deep ploughing and intensive farming

For a huge market in China, a brand can open up a store in every county or city, which is enough to support the development of the brand.

Indeed, many enterprises have achieved the expected results in implementing such market thinking.

But in addition, there is another option: deep tillage and intensive farming.

It is self-evident for a brand to realize the deep ploughing of the market and the quantity of the shop. But at the same time, the core of the intensive farming is to ensure the profitability of the store.

While emphasizing the depth of market, brand must not neglect the pursuit of intensive farming.

Some time ago, there was news that Lining's brand had closed many unprofitable stores, which might be a signal.

No one can deny that sports brand has the advantage of first out in the market deep tillage, and thousands of shops are often left behind.

But in the era when many sports brands are in line with Wan Dian, Lining's choice seems to be conveyed to people.

Recently, the newly rising menswear brand, Alston, is the most steadfast practitioner of this theory. They have not many stores in the country, hundreds of them, and they are mainly concentrated in Jiangsu and Zhejiang.

Just in Suzhou, they have dozens of stores, and shops are profitable.

This is a phenomenon worth pondering. As a brand, whether there is a critical point in the market, how many shops can be opened and how many shops can make profits, these problems have been plaguing many brand operators.

For a brand, there is sufficient financial support to realize the problem of deep ploughing in the market, but the demand for intensive farming is much higher.

This will involve whether the product is right, whether the management is in place, whether the logistics is in time, whether the information is smooth or not.

Many links are effective, so that the brand can be ploughed on the basis of market deep ploughing.

There are many jobs, but where is the way out?

Chatting with some business operators, they have expressed such a view that the operation of brand names is endless, but the final foothold will focus on people.

Man is the maker and solution of all problems.

"Chinese entrepreneur" magazine once made a report on the restaurant chain enterprise Baishu, and talked about its greatest characteristics and the inability to pcend the innovation ability of all employees.

From the waiter, the chef to the manager at all levels, the district manager, the loyalty to the enterprise and the love from the heart make everyone an indispensable talent in the enterprise.

It is this group that guarantees the healthy operation of enterprises. The treasured importance of enterprises is the key to the success of enterprises.

To realize the deep ploughing and intensive cultivation of the market, it is not simply to open more stores and sell more goods.

Blind stores are of little significance to the brand. Enterprises should pay more attention to the effect of intensive cultivation while pursuing the expansion of market share.

And tap the potential of people, from design to marketing, from senior management to shopping guide, all people's energy and enthusiasm are poured into this, is the fundamental basis for long-term brand.