The "Blue Ocean" Temptation Of Men'S Clothing Industry

Qian Jing's men's wear market has attracted the participation of "Princes" from all sides to join the competition pattern.

"Our performance in 2011 was pretty good. Last year, not only did the Asian market grow gratifying, but sales in the US and Europe were very good, with many tourists from Russia, Brazil and China contributing a lot to it.

The man who said this is Gildo Jagna, he is. Luxury brands in Italy Chief executive officer of Ermenegildo Zegna (Zegna). He said that the background of this sentence is that there was news recently that Zegna was going to Hong Kong to go public.

From Gildo Jagna's statement, we can also understand the reasons for Zegna's listing in Hong Kong. Related data show that sales increased by more than 20% in Zegna2011, with sales from mainland China and Hongkong, Brazil, India and Russia as high as 40%, while net profits increased by more than 3 times to 60 million euros (about 639 million Hong Kong dollars), while more than half of the new stores in Zegna2011 opened in new regions such as China and Vietnam.

They also aim at the Chinese men's wear market as well as France's PPR group and LVHM.

PPR group owns Eve Szentgrolan's (Yves Saint Lauret), Balenciaga, and other fashion brands, but there is no high-end men's wear brand. Last year, PPR group bought Italy menswear brand Bly Noni (Brioni), which has a history of more than 60 years and is loved by many political celebrities and movie stars. It is interesting that PPR president has said he is interested in buying a Chinese brand with its own characteristics rather than imitating European luxury goods, but "it's hard to find in fashion or accessories industry."

Shortly after the action of PPG group, LVMH group announced that it will make a large-scale adjustment to the Berluti men's wear brand. Besides, Hugo Boss, Burberry, Armani, Dunhill and other brands have gained a firm foothold in China's men's wear market.

The brand of men's clothing has become the favorite of international players. Chinese consumers are the number one hero to make the cake bigger. According to a survey by Bain consulting firm, the annual growth rate of China's luxury men's wear is 14%. It is expected that the Chinese market will account for 44% of the global market share by 2020.

　 Chinese version Zegna

Like other international brands, some domestic textile enterprises are equally optimistic about men's wear market.

In 2010, Shandong Ruyi group successfully introduced the RENOWN company, once the largest garment operator in Japan, to show its determination and confidence to enter the garment industry. Half a year later, Ruyi carries the Simplelife menswear brand to the 2011 China International Clothing and accessories fair.

Qiu Yafu, chairman of Ruyi group, said: "Future Ltd will gradually transform from production oriented enterprises to brand operators. Ruyi will rely on the fabric business, 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.

　　 Zegna Chinese Learners More than just one. Shandong Nanshan Group also launched the menswear brand MENSPLANET (Mans Brandon) in recent years.

It is understood that MENSPLANET is jointly developed by Nanshan Group and Japan left bank corporation and various cooperative agencies in developed countries such as Europe and the United States. Relying on the advantages of Nanshan Group from wool, wool top to fabric and garment industry chain, MENSPLANET has become the leading brand of Nanshan Group to enter the business casual men's wear market through the fabric clothing design center and the fashion trend information center located in Milan and New York.

In fact, it is urgent to find new profit growth points in textile industry due to the adverse factors such as raw material price instability and RMB appreciation. And involved in clothing, spinning enterprises have congenital advantages. In recent years, domestic large textile groups have been involved in the clothing industry, and when choosing clothing sub class, they have chosen men's clothing invariably.

Zhao Huanchen, chairman of Shandong's Dai Yin Textile Group, which owns Renault brand, said: "with the change of consumer dress concept and the improvement of consumption ability, business casual men's clothing has quickly become one of the most dynamic plates in the market. Therefore, business casual men's wear is attractive and the market scale will continue to expand. We are launching the Renault brand based on this situation.

From the financial statements of men's clothing companies listed in China, we can also see the growth of the size of men's wear market in China. Statistics show that compared with 2007, the net profit of reported birds increased by 2.9 times in 2010, the growth of 2 times and the increase of 3.17 times.

At the same time, the expected profits of all listed men's clothing enterprises in 2011 are also considerable. The news bird expects net profit growth of 2011 over the same period of the year to 35%~55%, and the net profit of 2011 is 20%~50%. Seven wolves reported that the net profit of 2011 yuan was 410 million yuan, an increase of 44.87% over the same period last year.

Sullivan, a famous American growth consultant, put forward in his 2011 research report that China's men's clothing market will continue to maintain a stable development trend under the support of huge consumer groups and rising consumption power. In terms of retail sales, the total market value of men's clothing in China in 2008 was about 260 billion yuan. In the short span of two years to 2010, the market has expanded to 348 billion yuan and is expected to continue to grow at a compound growth rate of 16.9%. By 2015, its market value will most likely be doubled on the basis of 2010 and over 700 billion yuan.

　 Back to the main garment industry

The prospect of "blue ocean" in men's clothing industry has led YOUNGOR to rethink its positioning.

In January this year, it invested 450 million yuan, and the largest flagship store in Hangzhou, with a floor area of more than 10 thousand square meters, was located in the Wulin business circle in Hangzhou. The store not only has on-site living hall display for customers to purchase on-site, but also has launched fashion consultants and door-to-door customized services. YOUNGOR used this "big hand" high profile to "return" to the main garment industry.

In fact, 2011 is Youngor In a very difficult year, two of YOUNGOR's "three carriages" were locked up, and in real estate, like other enterprises, YOUNGOR encountered severe regulation. In the field of financial investment, the recession of capital market is also a great blow to YOUNGOR, who has huge financial assets.

"What we feel relieved is clothing." Li Rucheng, chairman of YOUNGOR, said, "in 2011, we purchased 15 clothing stores, with a total investment of around 1 billion 300 million yuan. These investments are in the process of being or will soon take effect. Our domestic market growth is over 20%, and profits will also increase by 30%, reaching 4 years."

In fact, after experiencing stringent property control and tight monetary tightening, capital chain tension has become the key word of some garment enterprises that invest in other fields. When the "fast money" channel is blocked, returning to the main business is the only choice for such enterprises.

After the financial crisis in 2008, YOUNGOR revisited the positioning of clothing business in the group. "Clothing, real estate, financial investment three industries I like, but anyway, only the" YOUNGOR "clothing brand has made hundred years of brand potential, only the clothing industry can achieve my dream. Li Rucheng said.

In November last year, YOUNGOR paid heavily from Zou's International Limited company to recover 25% of the 14 companies in Ningbo YOUNGOR shirts Co., Ltd. after the completion of the acquisition, 14 companies such as Ningbo YOUNGOR shirts Co., Ltd. became a wholly owned subsidiary of YOUNGOR group. The move was interpreted by the outside world as a way to build a strong brand clothing business.

That's exactly what Li Rucheng thought. He believes that from the perspective of macro policy, the spring of industry is coming. He used the house as a metaphor. "The house must be restricted, and the car exhaust is not environmentally friendly. If you buy a good clothes on your body, you will feel good and environmentally friendly, and you will not buy it."

It is understood that in the next 3-5 years, YOUNGOR will invest billions of yuan to carry out the capacity integration and channel construction of the garment sector, set up an independent flagship store in every provincial capital city, move the local garment production base in Ningbo to the interior, and increase investment to establish a new textile and garment base.