The Trend Of 2012 Men'S Wear Brands To Win Through The Channel Is Still Very Obvious

In 2011, Men's wear The most obvious change in the industry is the market. channel The structure is further optimized, and the trend of winning by relying on channels will be very obvious in 2012.

2012 men's wear industry: multi brand strategy, business fashion channel

When people wrote the great events of 2011 in writing, 2012 began quietly. Looking back at the development of the local men's wear industry in 2011, the spanformation of many men's wear brands brings people a pleasant surprise. At the beginning of 2012, we settled down to think about the events and Revelations of the past year, and some trends in the local men's wear industry were gradually clear.

　　 Big business brand strategy

The development strategies of different brands in 2011 are also different. Some enterprises are optimizing their products structure, weakening labor costs, improving efficiency and added value by means of specialization, delicacy, speediness and service, so as to improve China's international competitive advantage.

Leading enterprises such as YOUNGOR, Bosideng, lentilon, red bean and Ruyi, while running good brand names, are adopting multi brand business models. YOUNGOR's 6 brands have made their products. Bosideng has made many brands from the single down jacket brand, and has been crossing many fields such as down garments, men's wear, women's wear, children's wear, casual wear and so on.

What is interesting is that the new strategy set out by Wang Liangxing, President of the company, is "jump out". clothing "Making clothes" is a bit of a tongue twister, but the new strategy focuses on brand culture. "Indeed, we are more showcasing the brand rather than the product this time, which is related to the development strategy of the company." Li Yu, director of marketing, said Zhang Yufeng.

The return of strength and brand is striking. We continue to pursue the professional brand of Shanshan Group, which is returned to the eyes of professional audience.

Business fashion men's wear is coming.

I wonder if you have noticed that in recent years, the boring style of men's wear has also been gradually on the "fashion". The traditional strong men's clothing enterprises occupy most of the market share. The newly rising men's wear can only take the sword off the road, and has gained great recognition in the men's wear market in 2011 from the concept of business fashion. Among these newly emerged men's clothing brands, the fashion leader is CABBEEN.

In the domestic market, CABBEEN has been recognized by consumers as a fashion menswear brand in the city. Its products display unique taste and personality with tailoring and exaggerated patterns. CABBEEN always looks for new inspiration in the improvement of men's clothing, resizes the appearance of the suit coat, breaks the traditional sleeve type shirt and the jacket of functional design, and the new contour leather creates a modern sense of vision.

In addition to CABBEEN's "fashion fad", another brand of fashion men's wear is also closely followed by GXG. The brand has attracted the attention of many brands in the year of 2011, which is a miraculous figure of over 3 billion 500 million yuan. GXG's products advocate freedom, innovation and casual fashion style, and make products fashionable and not publicized through tailoring, buttons and zippers.

It is worth mentioning that Ashton and not, the two men's wear brand has always been "fast fashion" as the slogan of the enterprise, but also in the past two years men's wear market has gained a position.

　　 Channel is king but wants innovate

Of course, in 2011, the most obvious change in the men's clothing industry is the further optimization of the market channel structure. Some enterprises pay more attention to the innovation of terminal mode, such as the appearance of SPA as a forerunner, and the charm of fast fashion brand by means of information technology. Ding Hui, chairman of the group, has said that in the future, he will integrate more technology into the management and sales of the clothing retailing industry, so as to further enhance the comprehensive competitive advantage of the enterprises and create a successful example of Chinese fashion.

Looking at the strategy of channel integration for men's clothing enterprises in the past year, the trend of winning by relying on channels will be very obvious in 2012. Zhou Shaoxiong, chairman of the seven wolves, paid special attention to the promotion of channels in 2011, and positioned it as "image integration and upgrading year". Looking back at the seven year old wolf's series adjustment strategy over the past year, this has indeed been achieved.

In March 29, 2011, the seven wolves announced that they would complete the acquisition of 100% stake in Hangzhou Kenna clothing Limited (the world's top clothing brand Connally, Versace and the famous jewellery brand Jason George in China) and enter the luxury market in 70 million yuan. Obviously, Zhou Shaoxiong spent 70 million yuan on "mind" is not how much luxury goods he wants to sell, but more hope that he has been able to recover from the weakness of department stores, which is to boost the marketing of seven wolf main brands through Kenna's international brand agent channels.

As the first attempt by seven wolves to get involved in high-end agency channels, the acquisition of Kenna is in line with the goal of listing seven wolves in 2007 to be listed as a "brand and channel based clothing company", which is also consistent with Zhou Shaoxiong's plan for multi brand development of the company. "Acquisition of Hangzhou Kenna is of great significance. First, we need to strengthen cooperation with international brands. The two is to create an agent platform for international luxury brands to enter the Chinese market. The three is to provide opportunities for the seven wolves to enter the international arena." Zhou Shaoxiong said.

At present, the seven wolves in the country's terminal outlets have reached more than 3000, and the establishment of three logistics and information centers in Fujian, Beijing and Shanghai, more than 20 provincial logistics and information departments, through the information network system for timely distribution of logistics services and information exchange services, and ultimately through the terminal network to pass the products and values to the end customers.

Even when people are still commenting on whether Zhou Shaoxiong's "luxury road" is moving smoothly, the seven wolves are aiming at the Internet channel. Zhou Shaoxiong believes that in addition to opening channels under the line, online consumers are also a big piece of "fat meat".

On the eve of November 11, 2011, the seven wolves "marrying" the seven brand of Taobao brand, and put it on the Internet for 7 days. Strong combination and innovation can not only subvert the traditional marketing mode, but its emotional marketing on prices and commodities can also be deeply rooted in the hearts of the people, and can also resonate with online consumers.

Whether it is offline luxury channel acquisition or online brand marriage, it is no exaggeration to say that 2011 is a "channel year" for the seven wolves.