Three Routes Of Leisure Trousers Brand Operation

In Jinjiang Youth Chamber of Commerce third phase of "youth business wealth" training class, known as "China's first position".

Wang Shuzheng said that in the increasingly competitive situation, some of Jinjiang's leisure pants manufacturers often gather together to discuss what routes should be chosen for branding operations.

At the same time, in this year, the bosses of the four industries, such as Hailong, Bao Wei, Zhou Jie, the old town, San GIO, house Lizard King and drifting Island, often meet each other.

Although it is only a seemingly calm development route exploration, in fact, the result of this exploration will cause great changes in the whole leisure pants plate.

A veteran in the industry told reporters: "casual pants enterprises do not do brand is waiting for death, brand, if the route and positioning error is also dead."

As a result, the route, positioning or direction of brand operation has become the most popular topic for casual pants enterprises.

Line a series of men's clothing

The first line is the classic route of the rise of Fujian Style Men's clothing. Its brand positioning is leisure, and one of its characteristics is product serialization.

At present, Fujian men's men's clothing, represented by seven wolves, Jin Ba, Qipai, Li Lang, nine Mu Wang and tiger, is a loyal practitioner of this route.

In addition, in the Min style clothing sector, the men's clothing brands that originated and grew up in leisure orientation are far more than those leading enterprises, including the Putian region, including at least dozens of leisure oriented brand men's clothing enterprises, such as dancing with wolves, talented men, leopard wolves, golden birds, emperor cards, Xiya, Yun Dun supreme, rich birds, Malet, AI Ge Le, AI Deng Bao, Shi Ya Ya, Wei Ming, Wei Lu, Huang Bao and other brands.

In addition, there are many little-known enterprises in the Quanzhou producing area, all taking leisure as the basic position, and are taking serialization.

At present, there are many casual pants enterprises that want to take this route, including the four Hailong Garments Co., Ltd., a senior enterprise in the field of casual pants.

Wang Shuzheng told reporters that Hao Ba brand was also positioned before, but through learning and communication, they found that the road was hard to get through.

During his training in Yunnan to participate in the training course of "Qing Shang Cai Jun" organized by Jinjiang chamber of Commerce, she went to Hong Zhongxin, President of Jinjiang Youth Chamber of Commerce and general manager of China strong (China) Co., Ltd. for advice.

Hong Zhongxin believes that so far, China's men's wear brand is driven by the two wave.

The beneficiaries of the first wave are represented by the Ningbo and Wenzhou producing areas. Their classic and core products are shirts and suits, boosting the rise of formal brands such as shirts and YOUNGOR, and laying the foundation for the Wenzhou plate and the Ningbo plate in the Chinese apparel map.

The beneficiaries of the second wave are represented by the Quanzhou producing areas. Their fist and main products are jacket and trousers, which boosted the rise of leisure brands such as seven wolves, seven cards, Li Lang and nine Mu Wang.

At present, the third wave is sweeping through, and it will be a product represented by casual pants, which is bound to boost the rise of several brands.

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And in this new wave of industry, the biggest beneficiary is the Fujian style clothing sector, because the largest production area of Chinese casual trousers is in Quanzhou.

Hong Zhongxin further indicated that in the wave, which casual pants enterprises can grasp the fleeting opportunity in time and carry out the brand operation, there is a possibility of success.

But he also reminds casual pants enterprises that the operation of this brand is different from the first and second waves.

In the second wave of brand growth mode, Fujian Style Men's clothing quickly takes jacket and trousers as the breakthrough point, carries on the series brand operation, passes the specialized buyer to the country each big clothing production area group goods, introduces the monopoly system.

According to industry sources, at present, some casual pants enterprises that follow the serialization route are very careful. They often start small exploration in several provinces with good performance in the whole country, and have not adopted the strategy of inviting and opening stores in the whole country.

At the same time, the advertising strategies of these enterprises are also extremely cautious.

Line two, strengthen single products.

The second route is to learn from some of the trousers industry brands in Shanxi, Henan and Inner Mongolia.

In this line, it is worth mentioning that Shanxi hundred round trousers industry Co., Ltd.

According to relevant information, Shanxi hundred circle trousers industry Co., Ltd. was founded in 1995, and is the first Chinese trousers enterprise to join the franchise association.

The company mainly sells 100 kinds of trousers, including 100 brands, men's trousers, casual pants and so on, and has more than 800 categories of trousers, and has advanced the advanced service concept of "barrier free return, free lifetime ironing, and edge" in the field of trousers.

As of May 2007, the franchise network of 100 round pants industry has covered 29 provinces, municipalities and autonomous regions in China, with more than 1150 franchised stores, and sales are among the top in China's trousers industry.

Hong Zhongxin believes that "a pair of trousers to the end" is not a direction.

The reporter understands that at present, Wang Shuzheng is actively studying with the high level company of Weilong, and wants to take the brand positioning of Hao Ba, and pull it back from the series of leisure men's clothing brand line, trying to move toward a single product leisure pants brand operation route.

Industry experts say that some casual pants brands can achieve the goal of Wei Wei's rescue through the curve strategy.

First of all, casual pants enterprises can not operate a series of leisure men's wear brand operation routes, but they can carry out the operation of a single brand of casual pants. After developing to a certain scale, they can expand their trousers category, such as increasing western trousers, and even the above horse trousers products, from a casual male trousers brand to a comprehensive trousers industry brand.

Then, when the brand really has the strength to expand further, it can also incorporate many categories of jackets, suits, shirts and T-shirts into the monopoly system, from a trousers industry brand to a Menswear brand.

But during the reporter's interview, many Shishi casual pants manufacturers expressed their concerns.

Some business owners told reporters that Shishi casual trousers enterprises did not try this road. As early as a few years ago, some companies went to Shanxi to carry out single product operation, but most of them failed.

However, they also said that at that time, they were mainly guided by an erroneous marketing strategy, that is, all pants in a franchised store sold a price uniformly, resulting in low profits and finally failed.

Of course, some brands of trousers industry in Shanxi, Hebei, Henan, Shandong and Inner Mongolia are well operated.

Route three grafting "foreign" brand resources

The third route is the most admirable route for many Shishi casual pants manufacturers. It is also the direction that many casual pants enterprises are exploring.

On this front, the Fujian style clothing plate is like a fertile land, which has already produced many experiences that can be used for reference, such as Mark Wafi of the seven wolves, and the CABBEEN, the French cock, the western region camel, the card Rui Shi, and so on. Although its name is not as loud as the leading brand of casual men's wear, the current momentum is healthy, especially CABBEEN, which has created a whirlwind in the Chinese men's wear market.

This route is generally favored by Min Pak casual pants manufacturers. It can be seen from this year's trend of changing brands into brands.

A few days ago, drifting Island Clothing Co., Ltd. heavily hired Taiwan singer Samuel Tai to help out, launched its company's Diesel Apple brand; Shishi house lizard Wang Clothing Co., Ltd. integrated resources of the industry, with the "man tro Cup" China's first casual pants design competition and the 2008 casual pants trend trend conference to launch the Mantrau brand strategy and inviting investment in the whole country.

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These two enterprises are the best in the field of Shishi casual pants. From their operation mode, we can see that they have adopted a strategy of edge ball with foreign brands.

According to Lin Hanzhi, general manager of drifting Island Clothing Co., Ltd., Diesel apple is the brand of the American Pingguo group clothing Limited company. The company is very focused on re product development and wide selection of fabrics. Every quarter it will launch a series of new products made from the latest popular fabrics, and strive to create the leading products in the leading market, and expand rapidly with technological innovation and product advantages.

Xu Qinghuang, chairman of house lizard Wang, said that the clothing market has entered the era of segmentation. Even in the field of casual men's clothing, enterprises should also subdivide their brand positioning and product style in a strict sense, and pay attention to details in brand operation behavior, so as to establish their favorable position in the market.

The convenience and advantages of grafting "foreign" brand resources are obvious.

A brand similar to "foreign" brand can quickly open up the market, which is in line with the psychological needs of some consumers.

An anonymous person in the industry told reporters that when Mark Wafi entered the domestic market, consumers thought it was an international brand, and with its novel style, superior quality and popular colors, it not only sold very expensive, but also sold well in the market, and the profits were very impressive.

Of course, whether this road can really pass through will take time to test.

Therefore, even if the drifting island as a wholesale brand, and in the market through the monopoly system to push the "Diesel apple" brand Lin Hanzhi, also adopted a very stable operation style.

Lin Hanzhi said, at present, the brand operation of casual pants enterprises should not go to the bottom, but stability should be a prerequisite and keynote that must be observed.

The brand operation in 2007 is no longer the brand operation style 5 years ago. It is easy to be hit by failure and adventure.

Expert opinion advances steadily

Experts believe that during the operation of Fujian brand casual pants, we should pay attention to the following points.

First, the brand operation of casual pants enterprises should be diversified and adopt a strategy of "three pronged approach". That is to do a little bit of foreign trade and OEM. At the same time, brand operation is also keeping pace with it.

Through the foreign trade and OEM to nurture brand operation.

Secondly, we should not be aggressive in expanding the market. Instead, we should cultivate a market and a market slowly, and do not seek fame and fortune.

Again, in the process of selecting agents, we can not ask for quantity but not quality. We should choose strong agents, and the funds will be quicker.