Fujian Traditional Menswear Advantage Market Challenged

Recently, the first store of ZARA and H&M was settled in Changsha. Subsequently, ZARA opened to Huaian, Jiangsu.

In the past, UNIQLO, C&A, ZARA, H&M are well known internationally.

These foreign brands positioned at the masses have finally cut into China's huge two or three line.

The other side is the "defending city officers and soldiers" who are familiar with the market and understand Chinese consumers.

The second line opened the battle.

Although UNIQLO, ZARA and H&M have not yet been infiltrated into the second tier cities, they have gradually shown such ambition.

According to relevant media reports, according to the UNIQLO development plan, the number of stores in China will expand to 1000 in the next 10 years, mainly in large shops, covering China's second tier cities.

H&M also recently revealed on its official micro-blog that the brand new store plans are Wuhan, Chongqing, Kunming, Hangzhou, Xi'an, Chengdu, Changsha and so on.

And these sites are the main positions of Fujian men's men's clothing.

According to Mr. Wang, who is in the front line of a men's clothing brand in China, nowadays, more than 70% of the men's clothing lines such as Jin Ba and seven wolves are in the two or three line cities.

Many people worry about whether the "wolf coming" has come true for the channel sinking trend of foreign brands.

At present, the wolf howl has been heard, but it has not yet been launched. It has not really appeared in the terminal to seize the share of consumption.

They generally believe that within 3-5 years is a small impact and an invisible pressure, 3-5 years later, it will be a struggle.

Although competition for market share has not yet started, the dispute between foreign brands and local brands has really been "in the dark" in the second tier cities.

Second tier cities will be the focus of the first competition, because local brands are very large in second tier cities, and foreign brands are gradually sinking to second tier cities.

The seven wolves deputy general Wuxing group said, "now the foreign mass brands enter China, our pressure is bigger and bigger, one of which is the distribution of channels."

Indeed, the direction of channel development of several major brands in Fujian Province in recent years will be concentrated in the second tier cities, and the main types of shops are large shops, flagship stores and life houses similar to foreign brands.

"Imagine how many years a city can cultivate a core business circle?

Everyone wants the best position and the biggest stream of people. Is the competition between foreign brands and local brands in the second tier cities not fierce?

Mr. Wang, who worked for a certain line of brand, talked about it.

In fact, a careful study of the development routes of local brands and foreign brands will find an interesting phenomenon: the development path of foreign brands and local brands is just the opposite direction.

"The path of domestic brands is the bottom-up mass line, first gaining the recognition and trust of the broad masses of grass-roots people, and then going to the first tier cities to settle the townspeople in the big cities; and the international brand is the top-down leadership line, by first fixing the first tier cities, and then with the influence of the first-line market, to finish the two or three tier cities at the first level."

After a long period of observation, Mr. Wang described such a rule.

Under this rule, the channels of local brands and foreign brands have reached the second tier cities, and they are fighting for battle.

Keep cautiously optimistic under pressure.

Most of the industry maintained a cautious optimism about the early battle for the terminal.

They believe that each side has its own advantages and disadvantages.

The operation modes of these foreign brands are different from those of local brands. They are mainly based on the establishment of large direct outlets, "they are opening up giant stores, and one shop can top us several", which is a consensus in the industry.

Opening a large store and opening up a battalion is the direction of local brand pformation in the past two years.

On the face of it, these foreign brands have realized the dream of local brands when they enter China, but in fact, the marketing network that local brands spread on the 234 line market is also far from being able to catch up with foreign brands.

"From the capital, Fujian's first line men's clothing has accumulated a lot of capital after several years of development, and in the" quick and ruthless "of the holding shop, the bosses of these enterprises are even more unmanned.

Mr. Wang analyzed.

At the same time, it is also a mode of opening large stores and opening up battalions, which makes it impossible for foreign brands to blossom in the next 35 years.

"H&M a store manager has an annual salary of more than 500 thousand, and they all need headquarters expatriates. Such a talent can not be replicated in the short term."

The marketing director of Li Lang, Zhang Yufeng, said that the direct mode of foreign brands decided their strong control and profitability for the terminal, but it was also doomed that they could not "sweep" the mainland of China as quickly as the Fujian style clothing.

The lack of a wide range of channel terminals, good products and brands, in China's vast land can only be empty talk.

In terms of products, though some of the foreign brands known for "fast fashion" are now keen to grasp fashion and fashion, they do not necessarily match the appetite of the Chinese people.

Zhang Yufeng said that most foreign brands are faced with urban white-collar workers. Their consumers tend to be very demanding on fashion. They even form a circle, which requires a corresponding atmosphere of life, and most cities in China that have such a crowd are still a city.

The director of Qipai brand management center, Nie Wen, also believes that the Chinese people used to admire foreign brands because the products of the foreign brands are really good, really fashionable, and the brand image is good, but now the local brands are also using the world's top designers, and the products have been slowly internationalized.

"And at the same price, local brands are better than foreign brands."

However, as Wu Xingqun said, "the price of these foreign brands is almost the same as ours, and they have accumulated for decades or even a hundred years. We have to go through their short decades and have great pressure."

In addition to the difficulties of cultural accumulation and other factors, the rapid response of foreign brands to the supply chain is also one of the most pressing factors of local brands in recent years.

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Take the initiative to enter the high-end market

From these two front-line men's men's clothing layout in the past two years, these brands coincide with each other in the second tier market. They are weaving their terminal network at an expensive cost today.

For them, it is probably a good deal to use the "fast and accurate" shop killer.

Because if the terminal network can be made up without any leakage, the foreign brands will not have a very good time.

When foreign brands begin to go down, we should go the opposite way.

Wu Xingqun revealed that the focus of the seven wolves' opening shop will be mainly the large stores, and the brand's development direction is to go to the high end; Zhang Yu Feng has revealed that the focus of this year's opening will be to stabilize the second tier cities and to march to the first tier cities, while in recent years it has been mentioning the strategy of "taking root in the center city"; Nie Wen also said that the seven cards will begin to march into the first tier cities this year, such as opening flagship stores and image shops in the first tier cities.

Although it has always been the strategic goal of the men's wear in the front line, it has to be said that under the pressure of foreign brands, they have quickened their pace.

In the second tier city layout terminal, it is only one step of Fujian men's brand men's clothing.

In contrast, these enterprises are more emphasis on the survival after the layout. They also hope to improve their store efficiency, brand and products, and truly be in a second tier city.

Wu Xingqun introduced that in the future, the seven wolves will upgrade their products with better materials and better workmanship. In order to help dealers improve their store efficiency, the seven wolf's guidance to the retail terminal has already been done at the level of large customers and dealers. "We have set up regional customers to manage thousands of stores in the country, and the 6 major districts of the country have specialized teams to guide store display, product mix and so on."

Nie Wen said that in the future, some important public relations activities such as Qipai will also be held in Beijing, Shanghai and other places, so as to advance the brand communication of the first tier cities in advance.

Perhaps, as Mr. Wang said, the best defense is counter attack.

3-5 years later, when foreign brands penetrated into the two or three tier cities, and the local brands will be better off in the first tier cities, who will live better still remains to be seen.

Reporter's notes

Realizing internationalization at home

When foreign brands are drooling over China's huge consumer market, local brands have never stopped their internationalization process.

As the boss of a brand of a brand recently said, internationalization is not necessarily going out of the country at once. In its own field, it is internationalized to use international management, internationalized talents and internationalized fabrics.

When we look at the entry of foreign brands in this way, we will feel that the entry of foreign brands may not be a bad thing, because they will also provide more new ideas and new experiences for the internationalization of local enterprises when they enter China.

When we have twenty or thirty years of experience in the clothing industry to face the experience of one hundred or two hundred years of clothing industry in foreign brands, if our enterprises can learn from POLO like the seven wolves, we can quietly learn to learn from others and study others. Perhaps we can walk faster and be more green than blue.

At the end of March, seven wolves bought Armani, an international brand in China, Hangzhou Kenna. Many people began to help seven wolves to figure out how much profit the paction could bring to the seven wolves.

They chose the most recent position from high-end brands, only to learn the operation experience of international high-end brands, and help them enter high-end department stores.

Entering the high-end department stores is one of the strategic layout of the seven wolves.

No matter how channel changes, one day, local brands and foreign brands will face each other face to face, but the difference between initiative and passivity is different.

No matter what the result is, it is certain that in this battle, local brands will grow faster under pressure.