Quanzhou Trousers Industry Opens Up Brand Upgrade War

Quanzhou Trousers industry Never give up efforts to break through and develop. Despite the challenge of many newly emerging trousers production bases in recent years, Shishi and trousers enterprises in Quanzhou, as one of the earliest trousers industry bases in China, have taken the initiative to intensify their efforts in the past one or two years.

Embark on a new path

Quanzhou Shishi trousers industry, which has always been a Chinese dress marker, has begun to expand into the market in recent years, in the face of the impact of Shijiazhuang and Liaoning Xinliu and other emerging trousers industry bases. Recently, four sea dragons, Zhou knitted trousers and other single collar leaders have extended to their jackets and started to enter the new series of men's wear brand new channels.

Not long ago, Shishi four Hailong dress was announced in a high-profile fashion to join hands with Liu Ye, a fashion hero. Men's wear A series of brands, products extend to the jacket, and transform the image of the terminal store. At the end of March this year, the Zhou men's clothing, headquartered in Shishi, also entered Beijing for the first time. It launched a series of menswear brand strategy and made every effort to create a new "100 store project".

"Quanzhou casual pants occupy half of the country's market share, but because of positioning and channels and other factors, the product belongs to the mid-level level, and the price is not going up." Quanzhou textile and Garment Chamber of Commerce pointed out that in pursuit of higher added value, some of the strong casual pants enterprises began to transform into men's wear brands, while developing trousers and developing upper garments, and sales channels also changed from wholesale to shopping malls or specialty stores.

This mode is called the "light serialization" mode by the industry. Prior to this, the famous women's trousers brand Wei Lan Xi once took the serialization route. In fact, in Quanzhou, there has been a precedent for the success of the men's clothing brand from a single product to a series of products. Among them, the products of the nine products of the king and the tiger are still occupying a higher market share, and are also successfully promoted into the leading brands of Chinese men's wear. {page_break}

And for recent times Single pants The industry has begun to embark on a new path. Experts believe that the demand from single products to series products is very high, as if upgrading from conventional weapons to nuclear weapons should be explored. He said: "when clothing brand is changing to serialized products, we should analyze the market fundamentals on the basis of the investigation of men's clothing status, find out the blank points of market segmentation, and make clear and thorough understanding of consumer behavior and habits, categories and price tendency of the segmented market, then plan and move to avoid blindly entering the market."

New production area

"China's leisure and clothing city" is always a bright card of Quanzhou Shishi, and casual pants are the most dazzling words. At present, Shishi has large and small casual pants production enterprises over 1000, the total production of casual pants ranked first in the country 5 years ago, becoming the most concentrated industrial cluster of Chinese casual pants.

Lin Shengchuan, chairman of Shishi casual trousers Association and chairman of Shishi Wei Pai dress, said Shishi clam river was famous for its trousers. In the early 1990s, almost all the western trousers sold in the shopping malls of major cities in the country came from Quanzhou.

With the constant changes of consumer demand, the once glorious western trousers industry attracted many enterprises to follow up, the market began to saturate, competition intensified, and profits declined. Some of the original brand enterprises began to retreat from shopping malls to wholesale markets under various pressures, such as capital.

Under the combined force of market changes and cost control, the Jiangxi trousers enterprises began to transform into casual pants. The legend of Lin Sheng is that over 95% of the enterprises making trousers are making casual pants. And because of the deep foundation of the trousers industry, soon, the river has become the largest production base of casual pants in China, and its output accounts for more than 70% of the whole country.

In fact, the single pants industry should not be underestimated in the spring tide of domestic garment industry. In recent 5 years, the clothing industry in Zhengzhou has attracted increasing attention from women's trousers. Zhuzhou and Chongqing have gradually become the dominant category in undertaking industrial transfer. Shijiazhuang men's trousers and Liaoning's West Liu trousers industry have become famous in the northern market in recent years.

In the face of the new emerging industry gathering area, the Shishi trousers industry, which was originally relatively powerful, began to seek the road of surround and sudden.

"In fact, the Quanzhou trousers industry has never given up the efforts of breakthrough development, and has tried to join together in Changshu, Chongqing and other professional pants industry centers." Lin Shengchuan introduced Shishi pants industry through the trade association, and Changshu's Chinese trousers industry center signed 200 million yuan casual pants business contract; in the southwest city of Chongqing, more than 30 stone lions casual pants giant joined the Southwest's largest single trade city, flourishing Jin Yuan commercial city.

In Wang Liangyan's view, progress is the only offense. He said: "making our own brand is our goal. Today is the era of personalized consumption. The market demand has changed from the old to the new, and the pursuit of fashion and individuality has become the mainstream of consumption in this era. The key to grasp the business opportunities lies in the R & D of products and the promotion of brands."

Try new version

Compared with other producing areas, the Quanzhou trousers industry with the first advantage has benefited from the influence of the overall atmosphere of the textile and fashion industry and the relatively complete competition in the emerging industrial areas because of the relatively complete industrial chain.

The era of difficulty in "attracting fresh food and eating all over the world" has gone forever, and innovation has become the core competitiveness of enterprises. Quanzhou trousers industry has also been aware of this, and actively promote enterprise innovation, and strive for new leapfrog development.

As the start of the western trousers, Zhou men's wear began to innovate in the traditional casual pants version. As is known to the industry, the clothing version is the support for good dress effect. Good version is not only ergonomic, but also fashionable. On the basis of making casual pants in more than ten years, Zhou will innovate the trousers version, launch new products and track the customers to make adjustments. The company's related personage introduced: "the new version starts from the most practical wearability, aiming at the majority of mature male's abdomen abdomen condition, through the three opening version of the waist line's contraction and the provincial position change, realizes the waist and the fit to take into account the effect."

In Zhou's view, the "version revolution" is not just a slogan, but also a system engineering for ordinary people to have the same dressing effect as a model. The bread here contains the collective wisdom of designers, planner and policy makers.

Chen Liangsheng, director of brand operation of Zhou textile, said that in order to match the version revolution, they specially designed and produced a batch of clothes of the same style and different versions. The biggest feature of these clothes is that the wearable customers who wear the body will not be overstaffed in the visual sense, which perfectly reflects the fashion of the clothes, and breaks through the limitations of the clothing styles, especially the waist clothing only for the thin customers.

Reporters noted that in the Beijing Clothing Fair, Zhou weave men's clothing draws on the fashion elements of the international fashion and integrates the fashionable styles such as nun's short coat and bright sweater to carry out industrial serialization.

Meticulous breakthrough

According to the analysis of the industry, it is not enough to innovate only from products, but also to keep track of products so that they can meet the needs of consumers as much as possible, because marketability is the last word. "Product is very important for road style innovation, so the design team construction is very important at this time. If the enterprise can provide a large number of marketable products, the enterprise itself will have the bargaining power.

In this regard, Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, has deep feelings. When he inspected the market in Tokyo, Japan, he had an exchange with a local famous clothing school president, Watanabe Mi. Watanabe Mi believes that the development of the single product industry will be very promising in the whole world, because Japan's single product industry is relatively developed, from trousers to socks to shirts, and so on, which has a good performance in the Japanese retail market. The famous shirt brand Kamakura is an example.

The shirts of Kamakura are only made in Japan, and they sell separate stores. The price of the pieces is about 400 yuan. In its stores, products are subdivided according to code number, collar and sleeve length, so as to facilitate consumers to search pertinent. It is worth mentioning that in the Kamakura shirt shop, there are many small ornaments on display, which are good for selling.

Chen Yongbin analysis pointed out that not only a single product is not enough to sustain the brand's sustainable development, but the research of domestic enterprises for single products is far from the finer degree. {page_break}

Mr. Ma plan, who has observed many years in Shishi clothing industry, thinks that the main selling channel of trousers industry as a single product is still in the mixed wholesale market. Its brand is not strong, its added value is low, and it is very sensitive to the fluctuation of raw material prices. In order to expand product horizontally, enterprises should strengthen cost control, including quality supplier screening and procurement control mechanism, and the management level of raw materials warehouse, including cost control of consumables, hydropower, labor and so on. He said: "only when every job is done very carefully, the cost of every detail is very low, and the overall cost can be reduced."

The four Hailong company has also tasted the sweetness of meticulous management. It has set up a product research and development center in Shishi and Hongkong. It is the first enterprise in the world to use advanced computer controlled digital special equipment and the international 8cm crotch production process. The design plate making adopts the United States Gerber design and plate cutting system, and the whole process of computerized numerical control. It pioneered the development of digital technology breaking through the production technology of casual trousers, and developed a new development territory for the four Hailong development blueprint.

Branding route

More than ten years of development experience, let four Hailong realize that innovation is the brand driving force, and take this as a starting point, carry out scientific and standardized management, market-oriented, high starting point and efficient development of new products to meet the growing market demand. Wang Liangyan said: "through product innovation and strict supervision of quality, every product is an excellent product, improving the competitiveness of the overall product."

In terms of brand marketing, four Hailong hand in hand Liu Ye has been widely recognized, brand awareness is rising, creating huge profit margins and broad development platform for customers.

Andy Chen, a domestic brand expert, believes that the extension of single products to serialized brands is the trend of the times. In the past, many companies that made clothing products have gradually entered the era of branding. And these enterprises are slowly starting to expand their business scope, starting from the beginning of jackets, making pants from the beginning of trousers, but how to grasp the professional skills becomes a new problem.

He said that more and more trousers enterprises are taking the branding route, and Bestn, M·SUYA and hundred circle brands have gained rapid growth through brand thinking. He said: "the future business mode of the single pants industry can be divided into single product professional mode, men's and trousers portfolio store mode, category combination mode and serialization mode. At present, the branding route is being explored, and it is also the way to go in the future, but it is also full of hardships."

The industry pointed out that compared with business clothing, children's clothing, sportswear and other clothing sub industries, because the trousers industry was born out of the garment industry, the independent growth time is short, and the brand influence is also weak. It belongs to the comparative invisible industry, whose aperture is covered by the traditional clothing brands. This person believes that the current market has the characteristics of highly integrated, highly informative and highly marketable. It is not who or which department or occupation dominates the clothing industry. The clothing and single products oriented need all departments and enterprises to work together to ensure market potential.