The Development And Current Situation Of Chinese Men'S Clothing Industry

China

As the initiator of "China fashion now", Sohu network led journalists from more than 20 news media into the menswear brand "Shun Mei", and thoroughly and thoroughly understood the development and current situation of China's men's wear industry.

1. The development stage of Chinese men's clothing

The initial stage of the development of China's men's clothing industry is the time when the European and American men's wear processing industry shifts its focus. Therefore, Chinese clothing enterprises get the initial order, thus obtaining the accumulation of primitive capital.

The Chinese did not have the concept and habit of wearing business clothes before. The original suit was basically completed by individuals (such as "Hong Bang" tailor).

Therefore, if the Chinese men's clothing industry is divided into three stages: the government led processing stage, the private leading processing stage, and the private leading brand period.

1, the government led the processing period.

The government led processing period began in 80s, and governments at all levels, mainly southeast coastal areas, began to produce and process light textile industry in the early years of reform and opening up.

At this time, various types of textile factories and garment processing factories emerge as the times require. In the special background environment, relying on the government's regulation and support, the original garment processing industry has been formed. At the same time, it has also promoted the development environment of a region gradually to the industrial chain (such as the textile and processing industry chain in the first line of Hangzhou Bay, the foreign trade processing industry chain in the Pearl River Delta region, etc.).

2, private leading processing period

After entering the 90s, after the Chinese government recognized the private sector, the garment processing industry dominated by private enterprises flourished. During this period, Wenzhou, Ningbo, Shishi and other garment processing industries emerged.

At the same time, along with the improvement of China's business clothing consumption, and relying on large-scale production, supply and sales, some famous clothing enterprises, such as YOUNGOR, Shanshan, Zhuang Ji, seven wolves and so on, entered the middle of 90s, and began to brand marketing in men's wear field.

3, private leading brand period

In the period of brand marketing dominated by private enterprises, China's economy has entered a high-speed and stable development period.

The original garment processing enterprises, which are mainly driven by processing, began to attach importance to the market benefits brought by brand management.

After the brand pformation of some large processing enterprises, some new men's wear brands have also entered the consumer's perspective.

After entering the new century, the brand development of Chinese men's wear has a certain scale and influence. In comparison with other clothing brand products (such as women's wear, children's wear and public casual wear), business men's clothing has entered the development period.

Two or three men's clothing industry cluster

China's men's clothing industry has formed a "Zhejiang style" men's clothing industrial cluster, represented by Shanghai, Ningbo and Wenzhou in Jiangsu, Zhejiang and Shanghai provinces. It is a "Fujian style" men's clothing industrial cluster represented by Jinjiang and Shishi in Southeast Fujian.

The men's clothing industry developed from famous brands of shirts and Western-style clothes to business and white-collar leisure is represented by Ningbo and Wenzhou in Zhejiang. The outdoor leisure men's industrial cluster integrated with sports, land wars and cowboys is the most famous outdoor leisure men's industrial cluster in Fujian. Quanzhou's most famous men's leisure wear, especially men's jackets, is sold around the world. The casual wear and jackets produced by the country account for about l/4 of the national market share.

At present, the Guangdong denim garment has occupied the leading position in the domestic jeans industry, and has formed "denim clothing famous town" represented by Zhongshan Dalong, Foshan Junan, Zengcheng Xintang and Kaiping three ports.

Three, Menswear brand operation mode

The development of China's men's wear industry has gone through two stages, namely, the government led processing period and the private leading processing period. It has successfully entered the stage of private brand management.

1. Shun Mei mode: dislocation operation

Facing the problem of convergence of high-end brands in men's clothing industry, Shun Mei first decided to take dislocation management as the focus of its brand work, concentrating its efforts on the high-end market, mainly focusing on the production of pure handmade Western-style clothes of about 10 thousand yuan.

In addition, service is also an important guarantee for the success of Shun Mei, and is also one of the core competitiveness of the high-end clothing market in the future.

The ERP system of the United States has a detailed record of each customer's data and focuses on interaction with customers.

The accurate positioning and humanized service management mode of Shun Mei will undoubtedly become the general trend of men's clothing development.

2. YOUNGOR mode: scale management of brand

YOUNGOR fully concentrates the resources of all channels, including the ownership of exclusive stores in the original marketing network.

In the old product system, we should strengthen the development of vertical product line and form the depth effect of brand.

In the face of the high-end consumer class launched the "golden YOUNGOR", while the mass consumer layer continues to use the YOUNGOR brand, making the brand able to adapt to the different consumption class, and in the form of operation to launch its own scale business mode, to the scale of the strength of the enterprise and brand to achieve the "little accumulation" business structure, not only can improve the execution of information and management, but also can get higher returns in the capital market.

3. Shan Shan mode: brand resource management

After the operation of the suit business, Shanshan Group has carried out the development mode of multi brand business successively on the premise of keeping the business of the suit area unchanged.

If we look closely at it, we can find that the road of Shan Shan is a way of gathering brand resources and intensification of brand management.

It can also be said that it is "imitating" LVMH: through the investment and management of brands in different clothing fields, the interests of enterprises are diversified, and no longer excessive participation in the development of brand management, but through the operation, cooperation and development of brand resources, the multi brand and multi-channel market management mode is formed.

The sources of benefits of enterprises are more diversified.

4. seven wolves mode: in-depth management of brand

The ten year branded development of the seven wolves has completed the road of product management to brand management from the early "king of Chinese jacket" to the brand of value in the new century.

The seven wolves, through brand building, form a business model with brand resources as the core and brand products diversity.

Its field involves tobacco, wine, home textiles, accessories and other gold products system, so that the value of the brand can be maximized.

On the other hand, the seven wolves have become the models of Chinese men's wear brand in shaping brand culture.

Through the interpretation of wolf culture, the integration of brand culture and personality in life and work eventually forms the enhancement of brand value added, and is also a representative of brand specific resource management.

Background supplement

International Men's wear development

Represented by business class

The revival period is mainly reflected in the 50-60 years. During this period, the consumption level of each country increased day by day after the reconstruction of Europe and America and the development of new industries.

The addition of business contacts has also increased the development of men's business clothing. At this stage, consumers are tired of the tedious social etiquette and the old and expensive suits are also improved.

Black is no longer the main color of men's wear, and the class wearing it breaks through the old framework to form everyday clothes that everyone can wear. It is the main clothing for people in daily work (such as the Dunhill brand, began to abandon the old traditional gentlemen's clothing, and develop simple and cheap men's clothing).

The climax period was in the 70-80 era of the rapid development of European and American economy.

With the European and American economy becoming the mainstream of the world, it has become a model in other countries.

During this period, the European and American countries have gone out of the period of commodity scarcity, and consumption is becoming more and more sophisticated and branding.

The recession is a manifestation of the diversification of demand in Europe and the United States after the family economy reaches a certain level.

Entering the 90s, the middle class in Europe and the United States gradually became the mainstream consumer of the society. Under the idea of paying more attention to the quality of life and the pursuit of life, the consumption concept gradually shifted from the focus of work to family and health.

Therefore, the consumption of suits in European and American markets is declining.

In the middle of 90s, the trend of personalization and fashion was becoming more and more popular.

By the beginning of the new century, the United States had already made a random model of suit production enterprises, and European traditional men's clothing production began to pfer to the low-cost Asia Pacific region.