The New Battlefield Of Fujian Style Men'S Fencing: The Journey To Big Brands

Qipai, seven wolves, Li Lang, nine Mu Wang, Jin Ba and other min faction

This year, the conductor of the China National Symphony Orchestra was performed at the Indiana concert hall. Li Xincao, a young conductor, deliberately put on the star product of the seven men's brand of Fujian, the Chinese standing collar.

The music of the heart was loud and loud, and the heart was plunged into the music. It seemed that the suit had also touched the elegance and atmosphere of some symphonies.

This scene is thought-provoking.

Few people can expect that over 30 years ago, the Fujian men's wear brand, which started with a pair of scissors, a sewing machine and less than 300 yuan of funds, relies on family workshops. Today, in this clever way, it has entered the palace of elegant music.

In addition to Qipai, seven wolves, Li Lang, nine herd king, Jin Ba and other men's clothing brands from Fujian, at the beginning of creation, there were more or less similar grass root properties.

However, in just a few years, this group of men's clothing brands are rising rapidly.

No matter in the CCTV and other media exposure rate, or by the industry's third party statistics market share, the popularity of Minban men's clothing has overshadowed the famous men's clothing of Zhejiang Province, such as Shan Shan, YOUNGOR, and the wedding birds.

"In the financial strength, such as seven wolves, Li Lang, Qipai these companies, after years of accumulation and performance growth, has become very strong, and can compete with many international brands."

Wang Zhijian, executive chairman of Beijing century run Advertising Co., Ltd., is a real Fukien. He is also looking at the growth of these men's men's clothes. His company acts as an advertising agency for several Fujian men's men's clothing brands, and has an insight into Fujian's men's clothing industry.

"They are not short of capital and lack of popularity. The only thing lacking is brand reputation and consumer loyalty.

Now it's time for them to make changes in brand operation. "

In fact, the marriage of Qipai and the National Orchestra is no surprise in Fujian's men's clothing brand circles.

"The domestic high-end garment industry should have gone beyond the manufacturing level to engage in creative fashion related culture industry, so that we can really play the brand and go further."

Zhou Shaoxiong, founder and general manager of seven wolf Industrial Co., Ltd. has repeatedly expressed this to the media.

Fashionable "charge number"

The musicians of China's National Symphony Orchestra wear their own brand star products, but only a few steps to enter the ranks of fashion brands.

As early as the 2008 Olympic Games, Wu Xuekai, the chief designer of Qipai, designed a series of Chinese and Western dress for flag raising, and named it "blue and white porcelain collar".

In January this year, seven cards sponsored an annual meeting of economists.

At the annual meeting, the two winners of the 2010 Nobel prize in economics, Christopher Pissarides and Dale Mortensen, appeared in the Chinese standing collar.

Now, a few male hosts of the first financial channel are also wearing seven card clothing in the program. They are talking about professional data. It is easy for people to associate seven cards with the image of professional business people.

"Many clothing brands play their own names. They choose to dress and demonstrate for the public.

Is Oscar's red carpet every year a battleground for those women's clothing brands?

Seven brand brand director Nie Wen said.

In recent years, Qipai has not only worked hard to find the right "public spokesperson", but also set up a non-material cultural heritage fund in a high-profile manner, working with Tsinghua Academy of fine arts to carry out research on Tibetan metal crafts in Changdu, traditional Han costumes in southwest minority areas, folk traditional cut embroidery techniques in Jilu District, Chinese blue print cloth, Chinese tiger culture and arts.

Of course, for the seven cards, this is not a purely academic public welfare sponsorship. The chairman of the foundation and the founder of the seven card, hung Zhao, is making a smart plan: "these ancient national crafts can be applied to the design of Qipai clothing.

For example, Changdu Tibetan metal technology has great potential in making men's regular buttons and the decorative cuffs of shirts.

We can also learn from some traditional weaving processes to develop the cut and embroidered fabric as a partial decoration for senior men's clothing.

Nie Wen disclosed that this is the next step of Qipai's plan, which may make use of these traditional national arts and crafts elements, and constantly create seven Edition Limited Edition costumes.

The seven wolves, the most complete line of the men's wear in Fujian style, are carrying out the "Hall of fame" strategy with more visual impact under the decision of Zhou Shaoxiong.

When Honglei Sun, Zhang Hanyu, Chang Chen, Hu Jun and other seven hot film and television people came together, the shock brought by such a big hand was hard to resist.

Pepsi Cola used this group endorsement as a popular star as a magic weapon for shaping the brand sense of fashion.

"But the seven wolves Hall of fame is not simply a group of star endorsements. You carefully analyze, the seven spokesmen in the male age range is different, life experience is different, the location is different, there are actors, directors, their ideals are also different."

According to the director of the brand center of the seven wolves industrial Limited by Share Ltd, the model of "Mingshi Tang" is to let consumers link the seven wolves to the broad path of life and diversified lifestyles of men.

In the industry known as the "trousers expert" known as the king of nine herd, in the fashion brand forward, the approach is more soft.

They drew on the "Museum strategy" that Chanel and Armani and other master brands used to play, and produced a cultural license for men's trousers.

"108 processes, 12 million body data, 23000 stitches, 30 times of pull, ironing."

In recent years, in the tour of the "trousers world" in Hangzhou, Xi'an and other places, the king of nine shepherds displayed the process of sewing, sewing, phoenix eye, jujube, trousers loop and buttons.

Obviously, the intention is to tell people: "a boutique trousers are made like this."

"Nine herd Wang has introduced a service model similar to advanced customization into the exclusive store."

Du Yinghua, senior director of the brand marketing of nine Mu Wang Limited by Share Ltd, said that the shopping guide of the nine herdwang store will first listen to customers' needs, preferences and dressing habits, and select suitable clothing materials for customers.

"Customers can choose from more than one thousand kinds of fabrics from more than 30 countries in the world, such as Italy fine cashmere, German high count cotton, mercerized compact spinning, wool polyester Tencel and so on."

Then, the shopping guide will record the customer's body index.

The nine year old Wang also launched an elite magazine, half year one, to introduce the business elite's fashion lifestyle to target customers.

King Mu paid no attention to the heavy cost of gold and invited the world's second male supermodel to take the design catalogue of this autumn and winter.

"This model is not the most outstanding figure, but his noble temperament is exactly what we need."

Fujian Style Men's wear brand to enhance their status and image, every trick.

In the western fashion world, the behavior of young people specializing in making sub cards has also been popular in Fujian Style Men's clothing.

King nine bought the jeans FUN.

Chen Daoming, the spokesman for the 20~30, launched the L2, a deputy card for young people aged 20~30, and invited Daniel Wu as deputy spokesperson.

It is said that L2's suit has been reprocessed in cutting necklines, cuffs and waist lines, and has added some details of sports and leisure elements to attract young consumers.

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Hidden worries behind vanity

"Enhancing brand image is a barrier for Fujian men's clothing brand."

Li Tongxing, a professor and advertising planning expert at East China Normal University, believes that at present, the profit and development space left by the Chinese market for the low-end clothing has been very limited.

By contrast, the domestic luxury market is expanding.

According to the research report released by the Shanghai economic forecast card, in the developed countries, people's luxury consumption accounts for nearly 4% of the income, while in China's specific population, this proportion may be as high as 40%.

Whether the brand can be made into quasi luxury goods or even luxuries is of vital importance to the future life and death of Fujian style menswear.

However, behind the efforts of these Fujian Style Men's wear brands gradually fade away from the roots of their roots and strive to cultivate their noble temperament, the situation seems not optimistic.

"I went to seven wolves for two months."

This is the first sentence that the British media saw.

In the process of visiting these brands, an interesting phenomenon surfaced. These Fujian style menswear brand operation centers had experienced a big change recently.

In addition to the seven wolves in the Great Britain, Du Yinghua of the nine Mu Wang has just arrived for two or three months.

Nie Wen changed from the brand director of Li Lang to the director of the seven brand brand. He took office only for a month.

According to him, the brand center of Li Lang has been merged into the sales department.

"The confusion in the way of brand building and the lack of qualified personnel are the causes of the big blood pfusion phenomenon."

Mr. Lin, a former brand director of Fujian style Menswear, believes that the strategy of Fujian style menswear enterprises lacks stability and consistency compared with the world's leading brands.

"In this kind of company, a brand director often leaves office after 3 years.

After 5 years of service, he has been over age.

According to Mr. Lin, brand directors seldom have their own space to play.

"These men's clothing brands have family colors, and the real power is in the hands of entrepreneurs or their second generation.

Unlike the western family businesses, the professional managers who are the chief executives are not able to make full use of them. The best case is that the directors adopt the advice of the brand director, though most of the time, the situation is not the best.

Although all of these managers are old businessmen, they may not fully understand the way to enhance their brand. Due to their limited vision, many ideas and practices can not be integrated with the international practice.

"Compared with the stable development of Western brands in the past decades and hundreds of years, this instability is very unfavorable to the long-term development of the brand."

Mr. Lin said that the introduction of professional manager mechanism in Zhejiang Style Men's clothing business has not improved in brand management, and it is a warning for Fujian faction enterprises.

Another problem is the homogenization competition among these men's Mens.

Insiders revealed that although every min faction's men's clothing was playing different products, such as the nine trousers of the king of nine, the jacket of Jin Ba, the suit of Li Lang, and the Qipai Chinese standing collar.

But there are many similarities in their products in exclusive stores.

"Chinese standing collar is not the best selling product of seven cards. Their suits and shirts are the big ones.

King Mu also sells shirts, suits and jackets, while the real power is unique in making jackets, but there are other products on the line. If they are not mistaken, what they call the "attention jacket for 31 years" seems to be more and more clear recently.

"The homogenization of competition once made the Min faction men's clothing enterprises to dig into each other seriously, and almost fell into the vicious competition.

But now, the situation has improved. "

Wang Zhijian said that the biggest headache for these companies is the brand's dependence on advertising.

"At the beginning, these brands were also relying on a lot of advertising fees on television, only to win fame.

Now, if you don't advertise in the TV media for a year, you will soon be forgotten. "

For example, Fujian's gifted men's clothing, once relying on Tony Leung's endorsement of TV commercials, has gained a high reputation for a while. But nowadays, the brand is fading out of people's impression because of its inability to bear huge advertising endorsement fees.

It is impossible to "wean" from TV commercials, and from another perspective, the foundation of Fujian style menswear brand is not solid.

The journey to big cards

There is no shortage of potential seeds in the Fujian Style Men's clothing.

But the key is to see if they are willing to settle down. "

Mr. Lin believes that the next fifteen years will be the key to determining the fate of these men's clothing brands.

To this end, he proposed the three step towards fashion luxury.

"In the first five years, when the relationship between enterprises is straightened out, they can no longer manage things in detail. Instead, they should follow the example of Western luxury enterprises and put their power in the design director and brand operation director, so that they can pool their minds and do what they should do, so as to build a stable and international brand team."

The second step is to straighten out the internal relationship between brands. These brands must continue to consolidate their sales channels and learn from the experience of international brands in brand management and operation.

The third step is to try to compete with these big names, and then continue to adjust themselves.

Wang Zhijian proposed another way to use capital to buy some international brands.

"There are many such cases, such as Lenovo's acquisition of IBMPC business, Geely Automobile acquisition of Volvo, once the operation is successful, the speed of upgrading the enterprise's own brand is very fast, or even instant."

Whether Mr. Lin's idea can be realized in Fujian menswear brand is still unknown.

And the way of capital operation proposed by Wang Zhijian has been quietly started.

Seven wolves have already sold 70 million yuan and bought Hangzhou Kenna in full.

The obscure small company has a large number of regional agents in the hands of Connally (Canali), Versace (Versace Collection), George Georg (Jasmine) and Danish Royal jewellery.

Zhou Shaoxiong's move is intended to communicate with the international community through this form.

"We are investing in Kenna, not only to act as an international brand, but rather to learn from their practices and experiences in the process of working with international brand teams to further enhance the internationalization of the seven wolves."

Shortly afterwards, Hong Zhaoshe, chairman of Qipai group, also disclosed that Qipai group had registered an investment company in Xiamen for acquisitions and equity investments.

This is the second Fujian investment men's clothing business.

A new battlefield of Fujian Style Men's wear appeared.