The Development Of Single Products To The Serialization Of Commodities Marks The Breakthrough Of Men'S Clothing Industry.

Not long ago, by the China National Business Information Center and the China Business Federation sponsored the "2011 China market commodity sales statistics results press conference", nine bru Wang, Li Lang, seven wolves, Jin Ba, Qipai and so on in men's trousers, men's windbreaker, jacket, business casual men's clothing and other similar products sold in the national market.

Industry observer Chen Lin said: "no matter in the CCTV and other media exposure rate, or by the industry's third party statistics market share, Fujian Style Men's clothing has become the new line of brand names for men's wear in China."

The aggressive men's clothing seems to be not satisfied with the achievements of the "new line brand", and there are various signs that they have taken a big step forward.

2012, China

After careful comparison of the development and rise of Fujian Style Men's clothing, we can find a "unified" path: in the early stage, we should take a focus strategy to gain leadership in a single product, and then promote the development of the whole brand with single product.

Fujian men's men's clothing has their own flagship products, such as men's trousers of nine herding kings, jackets of seven wolves and strong drivers, windbreaker for Li Lang, and Chinese standing collar of Qipai.

For example, since its founding, it has been focused on the research, production and sale of men's trousers, and became the king of China's market segmentation in 2000.

It is amazing that in the twelve year from 2000 to 2011, the nine leaders of the United States firmly occupied the market leader position of men's trousers in China.

The success of the nine herding King stems from the insistence and persistence of Seiko. It advocates fine workmanship, exquisite workmanship, exquisite workmanship and high-quality products.

Commodity serialization is not a simple extension, but a systematic project.

In fact, as early as 2001, nine Mu Wang had launched a series of "men's trousers as the core, men's suits and casual wear as two wings".

The serialization of goods refers to the series of commodity planning, design, combination, ordering and terminal presentation, so that the styles of each series of products are clear. Through the display of goods and combinations on stage, the merchandise structure of the shops is reasonable, and the brand promotion is carried out to achieve complete sets and series sales so as to achieve continuous improvement of single store performance.

In 2010, nine Mu Wang hired Ms. Zhao Yufeng, the famous designer of Chinese celebrities, the top ten designers in China, and the reputation of "imperial designer" as chief designer.

The designer from the Shanghai clothing research institute won the gold medal in the Yokohama costume design competition and the first Shanghai International Clothing Culture Festival. As early as in 1989, Zhao Yufeng released the air fashion show with French designers on the same stage, known as the "first person" of the domestic brand designer.

From the beginning of planning and design, the company began to make a breakthrough in commodity serialization and take a firm step.

In the Min Style Men's wear, Leon was leaps and bounds by virtue of the performance artist Chen Daoming's endorsement and the "simplicity and simplicity" concept.

The 2012 spring and summer Qipai men's wear launched three different product line features, and the serialization level of commodities was further enhanced.

Informatization to enhance competitiveness

With the rapid development of commercial development and technological progress in modern society, enterprise informatization has become an important support for enterprises to improve their market competitiveness and achieve sustainable development.

Through the construction of information management platform, the "four in one" of logistics, information flow, capital flow and workflow can be realized to achieve highly integrated information, enhance operational efficiency, and provide accurate information basis for business decisions.

From IBM to PLM, and then to ERP, nine Mu Wang also set a beautiful arc on the road of information construction.

In September 2009, nine Mu Wang joined hands with IBM to create a benchmarking supply chain for China's men's wear industry. The project increased the ratio of replenishment and increased inventory turnover.

In July 2011, the PLM project started at its Xiamen operations center, and the project was successfully launched in February 2012.

Zhang Tielong, director of the nine Mu Wang Information Center, said: "nine Mu Wang has become the first enterprise on line PLM system for business casual men's business in China. The project has introduced management measures such as surface accessories, development placeholders, color management and other management measures, so as to realize the management of commodity data in the development process."

This project will help the king to shorten the product development cycle and reduce the cost of development.

In March 2012, the nine Mu Wang ERP project was launched.

King Mu has identified the forward-looking and scientific information construction as the way to win the road of the enterprise to the future.

According to Mr. Lin Congying, chairman of the nine Mu Wang, the ERP project is divided into three stages. The first stage is mainly focused on the integration of supply chain platform and financial business integration. The second stage is to optimize the relationship between marketing and supply chain through combing the process of channel management, and finally extend the information management platform to achieve customer relationship management, deepen human resources management and achieve a comprehensive budget.

The nine year old king carefully prepared for six months in advance, laying a solid foundation for the start of the ERP project.

After years of information construction, the nine Mu Wang has formed a new integrated mode based on information management platform, laying the foundation of a century's brand.

Channel mode upgrading

In the Chinese market, Zegna, HUGO BOSS, Armani and other international men's wear brand has deducted the route from urban expansion to rural areas.

They entered the Chinese market, directly into the first-line market. With strong strength and industry experience, after several years of exploration and stabilization, they moved to the two or three line market, showing the strategic power of channel mode.

Interestingly, Nike, Adidas and other sporting goods industry international brand also adopted similar models in China.

In Fujian Style Men's clothing, nine Mu Wang adopted the "central to local" channel mode earlier than the international brand.

The early channel expansion of the nine Mu Wang was based on the development of the key shopping malls in the city. After years of accumulation, it established a strong and unique competitive advantage in the shopping mall channels. At present, it is the most popular brand in the Chinese commercial casual men's wear brand.

Thanks to the advantages of shopping malls and channels, nine Mu Wang stands out in the first and second tier markets of international brands.

In 2011, nine Mu Wang formulated a strategy to strengthen the channel development of the two or three line market with great potential, and support the development of the company from the chain of commodity R & D, production logistics, brand marketing, sales management, finance, human resources and IT.

By the end of 2011, nine Mu Wang had more than 3000 terminal stores.

The two or three line market has become the "base area" of other Fujian style menswear.

But whether they take into account that the international famous men's clothing brand (including nine herding kings) will have to "channel sink" to the two or three line market after the first and second tier markets have stabilized.

While they are doing a good job of defense, are they going to attack the front-line market? Anyway, they have reached the time when they should upgrade their original channel mode.

Construction of professional manager system

There are many commonalities in Fujian men's clothing. One of them is the strong smell of family businesses. They obviously realize some "deficiencies", and introduce various talents from outside to build a perfect professional manager management team system.

The unique and pragmatic concept and mechanism of attracting talents attract outstanding professional managers to join in and take root in the nine King's herd.

According to Mr. Lin Congying, "building a platform for outstanding professional managers to give full play to their talents and energy is one of my priorities."

King Mu insisted on the principle of "having both ability and integrity". He regarded personality, knowledge, ability and performance as the comprehensive standard for measuring talents. "Not only academic qualifications and ability, but also heavy achievements", which is the view of talents that has been believed in the development of enterprises.

Mr. Lin Congying, known for his sagacity and elegance, is widely spread in the industry.

With the help of this cultural system, nine Mu Wang successfully built a "warm home", attracting many excellent professional managers to take root in this.

When asked how to avoid the fact that the elite of foreign capital was introduced into the market, he replied in a simple two words: tolerance.

King Mu believes that the secret of successful operation lies in the successful operation of the people's mind.

How far is Chinese clothing from the world's brand? A survey data from a professional research firm on brand clothing shows that 53.3% of Chinese consumers prefer foreign clothing brands, and only 16.7% of them prefer domestic brands. Foreign brands show strong brand posture.

From the day of its birth, the brand is to identify a product or service of a seller or a group of sellers by means of a name, term, mark, symbol or design, or their combination, which is the invisible sum of brand attribute, name, packaging, price, history, reputation and advertising mode.

When the intrinsic attributes of the brand are accepted by people and recognized by consumers, the brand will become the object of competition, become a well-known brand and go global.

Chinese clothing is not lack of brand, but it has no real sense of world brand.

But from the trend of Chinese men's wear in 2012, the Chinese brand represented by nine Mu Wang has begun to exert its strength.

The process of brand remolding is also a change of the whole concept, and this process is very painful for Lin Congying. "If you are careful, you will find that:

A country without excellent brands is a passive national economy. A nation without excellent people is a passive nation. Indeed, in the era of brand leadership of global economic integration, clothing is a special commodity. Without brand, competitiveness is impossible.

China is producing more and more products for companies all over the world, but we only get the title of "world factory". When western culture is increasingly affecting our life, when western fashion is becoming the noun of Chinese local fashion, when will Chinese clothing become the world brand? This is Lin Congying and all the Chinese entrepreneurs who are interested in making great leap in the world.