Min Style Men'S Wear: Fast Fashion, Local Competition

JIM 'S brand design director: Hui Wenlong

The near future,

Whether the international brands holding "fast fashion" and other trump cards will shake the status of Quanzhou garment enterprises in the two or three line market, and what plans do Quanzhou enterprises have for the future, please listen to the views of guests of this period.

Defense decisive battle "two or three lines"

Compere: with the international brand wrestle in the two or three line city terminal channel, how does the enterprise respond?

Luan Xizhong: now that the foreign brands are entering the two or three tier cities, our pressure is increasing. One of them is the distribution of channels.

Several major brands in Quanzhou in recent years will focus on the second tier cities, which are similar to big brands, flagship stores and life houses.

Although there is no real situation in the end to grab the share of consumption, only some consumer groups are "nibbling".

However, within 3 to 5 years, it is a small scale influence and an invisible pressure. After 3 to 5 years, it will be a struggle.

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

The direct model of the foreign brand determines their powerful control and profitability for the terminal, but it is also doomed to be unable to "sweep" the two or three line city as quickly as the Quanzhou garment enterprise of the year.

To cope with this change, domestic enterprises emphasize more on the survival after the layout. They hope to enhance their store efficiency, enhance their brand and make good products, so that they can truly stay in the two or three line cities for a long time.

The guidance of the enterprise to the retail terminal has already reached the level of large customers and distributors, and has set up regional customer managers to manage thousands of stores in the country. There are specialized teams in all parts of the country for counselling, product mix and so on.

Stalemate competition "fast fashion"

Moderator: at present, the international brands entering the two or three tier market are mostly known as "fast fashion". Will domestic enterprises make corresponding changes?

Hong Lianjin: Although several foreign brands that are famous for "fast fashion" now have a keen grasp of fashion, they do not necessarily match the appetite of the Chinese people.

Most foreign brands are faced with urban white-collar workers. They are very demanding groups in fashion. They even form a circle. They need a corresponding atmosphere of life. Most of these people live in first tier cities.

Hui Wenlong: in the face of the success of H&M and other foreign retailers in China's first-line market, some local enterprises have realized that the "fast fashion" of the next two or three line market will become a major selling point for consumers, and a brand new brand has been launched.

For example, Metersbonwe launched the brand ME&CITY for the middle class and twenty or thirty year old white-collar workers. Although the brand is facing many challenges in attracting consumers with strong brand awareness, it still achieves good sales.

The counterattack went to the front line.

Moderator: when foreign brands enter the second tier cities, many Quanzhou enterprises are also infiltrating into the first tier market. What plans have been made by enterprises in this regard?

Luan Xi Zhong: before the enterprise, the "battlefields" mainly revolve around the two or three line cities. Nearly 60% of the revenues come from Eastern and central and southern parts, including Jiangsu, Anhui, Fujian, Henan, Hubei and Hunan.

From the importance of brand building, Beijing, Shanghai, Guangzhou, Shenzhen and other first tier cities need to be strategically concerned about, layout and set up, which will directly affect the market position of enterprises.

Going to the high end has always been the strategic goal of men's wear in Quanzhou.

Under the pressure of foreign brands, we accelerated our pace.

For example, enterprises have launched sub brands for young and fashionable men in the first and second tier cities.

The characteristic of the target group is to express and express themselves, but the domestic clothing brand that satisfies this consumer group is relatively scarce, which is particularly prominent in the business and leisure area, so the market space is very large.

Hong Lianjin: domestic enterprises need to have an evolutionary plan when they enter the first tier market.

Prior to that, prefecture level city is the earliest market and the core market.

With the development of the group, the powerful city has a large market share in many provincial capital cities including the first tier cities.

In recent years, the plan has gradually moved to a more central layout of the first tier cities.