Multi Brand And Diversification Into Future Development Strategy -- Men's Clothing Industry Structure Will Be Rebuilt

Recently, from the CHIC2011 organizing committee, the number, location and area of the CHIC2011 men's wear exhibition area have been confirmed. The booth planning scheme of the exhibitors is in the intense implementation.

It is understood that this men's wear area is still E1 Museum, a total of 7000 square meters, YOUNGOR, Shan Shan, red beans, Bosideng, Liran, Ruyi, Nanshan, sunshine fashion, Aston, nunzi, Saint West, AlNi, oronne, rentny, George Bruni and other more than 30 brands of clothing enterprises to participate in the exhibition. There were many years of continuous participation in CHIC, and a few years later, they returned to CHIC. Both garment export enterprises and clothing upstream fabric enterprises have their own characteristics in terms of product design, brand building, market promotion and sales mode.

When people think that China's men's wear industry has entered a stable period, more and more enterprises are optimistic about this. market Get involved in this industry.

Multi brand and diversification into future development strategy

"Finding the market entry point for further development of enterprises and gaining higher market profits" is a simple assumption for most men's clothing enterprises to carry out multi brand operation. When the development of old brands reaches a certain level, re running a brand may help expand the market share and influence of enterprises.

At present, the market share of Bosideng's four down coats brand has reached 40%. In 2010, Bosideng began to implement the strategy of "diversification strategy and brand new version", set up Bosteng menswear company in Shanghai, bought the American street wear brand Rocawear, increased the capital and stock expansion of Shanghai Xu Gao fashion, owned the "Mogao" brand, and launched the women's clothing brand BOSIDENG RICCI.

In 2010, Bosideng laid more than 2000 square meters of booth at the CHIC exhibition. In 2011, Bosideng did the same thing, and led the four brands of men's wear, ice cream, Rocawear and BOSIDENG RICCI. Gao Xiaodong, general manager of Bosideng Limited by Share Ltd, told reporters that Bosideng's goal is to transform itself into a brand operator.

According to Gao Xiaodong, Bosideng plans to accelerate the expansion of the company's sales terminals in the international market in the form of mergers and acquisitions, equity investment cooperation and so on, and achieve breakthroughs in a wider range and higher level.

For YOUNGOR, the market share of a single product has reached 13%, even before brand segmentation. Li Rucheng, chairman of YOUNGOR group, still said, "a brand with balance is always limited. YOUNGOR needs to refine and extend its brand. YOUNGOR needs the courage to rebuild itself. "

In 2010, YOUNGOR strengthened the integration of the industrial chain itself to further enhance the synergy between the upstream and downstream industries. At the same time, it integrated the industrial chain with the value chain to set up five brand studios, not only responsible for brand promotion, but also responsible for design, development, manufacturing, logistics and other links. This means that brand integration will become the strategic focus of YOUNGOR in the future.

In 2010, during the CHIC period, the five brands of YOUNGOR's MAYOR & YOUNGOR, YOUNGOR CEO, GY, "hemp family" and Hart Schaffner Marx appeared for the first time, and clearly expressed their future development strategy to the industry.

CHIC2011, YOUNGOR once again booths its 5 major brands with 1000 square meters of booth area, examines its brand development strategy and expands its market influence.

After completing the strategic concept of "production oriented" to "market oriented", YOUNGOR is developing the vision of "leading the market orientation", trying to transform from "manufacturer" to "creator".

In fact, the red bean group is also undergoing transformation and upgrading from production management to creation and operation. On the CHIC2011, red bean group's red bean men's wear, casual wear brand ZUO, women's clothing brand Yi Di Fei will appear at the same time.

During the period of CHIC2010, the red bean image menswear Brand Strategy Summit attracted more than 220 customers in half an hour, which further strengthened the confidence of red bean men's transformation and development. In 2011, the red bean group will further penetrate the channel through the CHIC platform, and make the monopoly chain fine and fine, so that the pace of transformation will become more solid and steady.

During the 2010 CHIC, Li Lang launched the fashion brand L2, attracting the attention of many professionals. CHIC2011, L2 will once again log on to expand its channels, aspire to become the leading brand of China's young fashion men's clothing, and also become the L2's next 5 years of planning.

The start of L2 is only the first step. The next move of group chairman Wang Liangxing has been settled. In Guangzhou, the company is building third brands. The development strategy of Li Lang's multi brand is to extend the clothing horizontally and vertically.

"Armani extends at least five or six brands. Besides clothing, you can also make perfume, glasses and leather shoes. We will also consider buying foreign brands or making other financial investments in related industries in the future, but our focus will not be on clothing. " Wang Liangxing said.

　 Upstream and downstream enterprises involved in men's clothing

In recent years, Shandong Ruyi group, which has already been developing rapidly in the wool textile and fabric industry, has appeared frequently in CHIC. Since 2008, it launched the "Ruyi life hall" to the 2010 China clothing forum. It seems to be releasing a signal, so that it will enter the downstream garment industry strategically.

In May 2010, Ruyi success was taken into the bosom of RENOWN, the largest garment operator in Japan, and showed its determination and confidence to enter the garment industry.

"Ruyi, as a leading manufacturing enterprise with R & D level and product quality, has accumulated rich experience in technology, technology, equipment and production management. Future Ltd will gradually transform from manufacturing enterprises to brand operators. Ruyi Group Chairman Qiu Yafu said.

According to him, in the future, Ruyi will rely on fabric business to strengthen the fabric brand of the company, then extend to the downstream clothing field, develop its own clothing brand, and rely on financial strength to integrate the mature clothing brand from outside, so as to make the Chinese version of Zegna.

In 2011, Ruyi ordered a large booth of CHIC more than 800 square meters, bringing three fashionable leisure brands such as Simplelife and Mano.

The same is Shandong enterprises, also do wool fabrics, Shandong Nanshan Group also carries its brand MENS PLANET (mans Brandon) landing CHIC2011.

It is reported that MENS PLANET is the leading brand of the Nanshan worsted garment industry chain. The brand is developed jointly by the various kinds of cooperation agencies of the Japanese left bank corporation and the developed countries of garment industry in Europe and the United States, relying on the fabric clothing design center and the fashion trend information center established by the group in Milan and New York, and relying on the advantages of the Nanshan Group from wool, top to fabric and clothing industry chain.

In addition, Zhejiang Hualian Group Co., Ltd. is a comprehensive enterprise integrating clothing production, textile import and export, brand agency and so on. The lack of its own clothing brand is the "short leg" of the company's development. In order not to be controlled by others, Hualian Group successfully acquired the brand of "JOSE ORLANDO" (Joss Orlando) in Italy in November 17, 2010.

At present, "Orlando" has opened 6 direct chain stores in China, and sales outlets are mainly concentrated in the second tier cities, such as Beijing, Shanghai, Hangzhou, Guangzhou and Nanjing.

"In the next 3 years, the company will strive to develop more than 50 brand sales outlets across the country through the platform of CHIC, and gradually move abroad." Orlando, general manager of Zhejiang Clothing Co., Ltd., Zhou Xuefeng, said that this is the first time that the company has participated in CHIC. It is mainly to learn the experience of brand development at home and abroad, to understand the development of the industry, and also to make a appearance and test of the brand.

It is also the first time to participate in CHIC's weekly weaving menswear. All the brand companies are trousers manufacturers, with a history of more than 20 years, and once the largest leisure pants manufacturer in the country. In 2009, at the time of many dormant changes in many famous enterprises, Zhou Chou chose to take the opportunity to transform and reverse the trend to develop from a single category to a Menswear brand.

According to Chen Liangsheng, director of Zhou textile brand operation, Zhou textile, after transformation and upgrading, has set up more than 100 stores in the country's major shopping malls in only one year. In 2011, the company planned to extend the 100 store project to 300. 500 families will be completed in 3 years.

CHIC is a very good platform for the expansion of the number of franchised stores. For this reason, in the first year of implementing the brand strategy, Zhou weave men's clothing chose CHIC as the testing brand strength, opening the prelude to the weekly version of the men's wear edition and the most effective platform for branding the branding strategy.

　　 Strong return of old brands

"In fact, we participated in CHIC as early as 2002, and again this year is a collective outbreak of energy savings for many years. Luo Wenliang, chairman of Saint West, told reporters that in 2011, the company booked 300 square meters of booths. In the next 3 to 5 years, the company will continue to participate in CHIC and will increase investment.

Luo Wenliang told reporters that in 2010, China's clothing industry was at the turning point of fate. How to seize the opportunities in the post crisis era, identify new trends in development, and find a suitable and feasible breakthrough has become a new era proposition, and also posed new challenges to Saint West.

To this end, in July 2010, Kobayashi Unori, a famous Japanese designer, took the lead of the design director. He signed the marketing planning agency of angel Jie Yang, and made a comprehensive combing and analysis of the brand, and put forward the new positioning strategy of "SUNDANCE international fashion business men's clothing".

"The emergence of the concept of international fashion business in the men's clothing industry represents the gradual maturity of menswear consumption style. From the old advertisement theory to the heroic age, it gradually turned to the age of cultural theory of heroes." Luo Wenliang said.

For this reason, Saint West has made every effort to form a strong and capable team to prepare for CHIC2011. The move is aimed at vigorously promoting the strategy of transformation and upgrading of the brand of Saint De's brand. From the traditional "business and leisure" to "fashion business", with the "champion brand effective growth" mode, with the combination strategy of "international fashion masters + Chinese star designers", the influence of fashion brands will be established, and the design culture of France and Japan will be integrated into the world's best resources.

From CHIC organizer, Shanshan Group's brand of Shan Shan suit will be exhibited again. In the past few years, in the clothing industry, it has created a number of first, but has been disappearing in recent years. It is more willing to do the "high altitude experience" of Shanshan holdings, which is coexisting with high risk and high yield. This time, we will put the Chinese fir suit again on the industrial platform CHIC to show whether it is sending a signal to the industry. It is necessary to increase the investment and attention of the main industry.

In the CHIC2011 men's wear exhibition area, we see that the old brands are developing more brands and diversified integration, while new brands actively innovate in brand positioning, consumer segmentation, brand culture and marketing mode. We can see that the old men's clothing industry has already had vitality and vitality, homogenization is also disappearing, and the industry will enter a new stage of competition.