Shenzhen Men's Clothing Is Growing In Trouble.

Recently, Shenzhen Men's wear brand Attract people's attention at the exhibition. Changes in consumer habits, more and more foreign brands entering the distribution channels, and rising cost pressures, local high-end Men's wear Brand is "constantly vexed" in the process of growth. "Many large shopping malls have launched a lot of preferential policies to attract large international brands in order to improve their grades, but they are" disdain "for domestic brands.

Shenzhen's local women's clothing brand is well known throughout the country, especially in the field of high-end women's wear. Shenzhen manufacturing is synonymous with high quality. However, behind the scenery of the women's clothing market, Shenzhen's middle and top grade men's wear brand appears "silent". The change of consumer habits, the distribution of more and more foreign brands into the sales channels, and the rising cost pressures, the local high-end men's clothing brand "growing pains" during the growth process.

　　 Men love international cards.

Most of the garment enterprises in Shenzhen started by making raw materials. At the very beginning, they were the foundry or sales agents for the brand. They were familiar with the quality and the trend. In the 90s of last century, these local enterprises in Shenzhen were transforming themselves to build their own brands, targeting the middle and high-end market.

"A few years ago, made in China. Men's wear Business is better than it is now. " A well-known men's clothing company in Shenzhen told reporters that in recent years, under the double squeeze of the international top brand and the domestic low-grade brand, the survival space of homemade high-end men's wear is getting smaller and smaller. "Especially the big brands in the international market have entered the domestic market, which has a great impact on the domestic and middle class men's wear brands." The responsible person said that before, consumers who consumed domestic brands could not afford to buy International cards. Nowadays, people are rich and travel abroad more and more. They begin to find that some so-called international brands are not expensive, and people's consumption concepts and habits have changed a lot.

"Our own suit is more than 10 thousand yuan, and the international famous brand Boss and Zegna are more than 10 thousand. If you are a consumer, what will you choose?" Shenzhen Boboli is a Hongkong holding clothing company. Its agents are three Italy clothing brands and two self made clothing brands, positioning the high-end and fashionable business men in the city. Wang Dingyuan, President of CEO, who is responsible for business expansion, told reporters. "If you hit a big discount, a shirt and T-shirt only cost three hundred and five hundred yuan, and the domestic high-end men's clothing has no advantage in terms of price."

At the same time, Wang Dingyuan believes that because of the different consumption habits, the market of medium and high-end domestic women's clothing is much larger than that of men's. "For example, most successful men in the domestic and commercial sectors choose big international brands such as Armani, Boss, Zegna and Hermes, while women with the same spending power choose more domestic brands such as Mass Phil and brother. Successful men are more interested in international cards than women.

　　 Large shopping malls eccentric "foreign" brand

It is an indisputable fact that international clothing brands are "pressing" to divide the sales channels of domestic brands and bring pressure to the domestic high-end clothing industry. And some shopping malls "the other side" investment policy, attracted some domestic clothing brand leader of "Tucao".

"Many large shopping malls have launched many preferential policies to attract international brands in order to improve their grades, but they are" disdain "for domestic brands. Mr. Liu, director of a brand menswear in Shenzhen, told reporters that in order to attract international brands, shopping malls not only provide the best location and the largest berths, but some also offer the decoration fees of the shops and the deposit for advance payment. "Domestic brands must come and go. They are crowded upstairs, and they can't make any achievements at all."

For Mr. Liu said this phenomenon, insiders expressed helplessness. Miss Cheng, director of the commercial department of an advertising company in Shenzhen, said that the upsurge of upscale business centers in the major cities of the country is now upsurge. There are some examples that ignore the actual situation and aim at the high-end and boutique routes blindly. "If it is not to be recruited, it will be very difficult to invite the big international card to the big price, which will result in very hard work." The reporters found that there was an expensive department store in Shenzhen because of the location, business and other problems, the international luxury brands were "leaving". Even so, the current situation of some luxury shopping centers in the "foreign" brand is difficult to change in the short term.

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　　 Pressure on cost increase

If consumers' consumption habits change and foreign brands occupy the sales channels, these are external causes. The rising cost and increasing operating pressure are the internal predicaments that brand clothing enterprises must face.

"Before 2009, made in China Brand menswear It's not that hard now. In recent years, oil prices have surged, production, transportation, labor, and various production costs have been rising. Some enterprises can not do it and have to withdraw from the market. " Wang Dingyuan told reporters: "compared with foreign brands, our clothing design, materials and quality are no worse than those of them, and the cost is there. And because of the fame of these big international brands, the output is large enough to press the price of the foundry factory.

"Not only is the production cost, but also the operating cost is high. High-end shopping malls can not enter, ordinary fashion department into the high fees. A man clothing enterprise official disclosed. Reporters interviewed learned that for the domestic men's clothing brand, most will choose to enter some well-known local chain department stores. "The mall has to collect a lot of miscellaneous fees, but the brand that queues up is that you don't rush into the market." The official told reporters: "in order to attract customers, these stores often hold various kinds of great preferential activities. If the brand is not joined, there will be no popularity; if you join, you will not make money.

　　 Enterprises began to respond positively

"It has just increased wages again, with an average of 200 yuan per worker per month. Now the monthly salary of workers is basically over 2000 yuan, and they also need to eat and lodge. If such a level is not reached, it is difficult to retain skilled workers in Shenzhen. The price of raw materials has gone up very well. The price of imported fabrics has increased by more than 30% this year. Another well-known clothing company in Shenzhen told reporters that the rising cost is an inevitable trend. "Brand plays a great role in the cost of digestion. Enterprises that rely solely on cheap cost models will eventually be eliminated, and export orders solely processed by imports will not be able to stay in Shenzhen more than 10 years ago. This is why Shenzhen clothing insists on making brand.

In the face of internal and external troubles, no enterprise can retreat. Wang Dingyuan said, the environment is like this, the only way for enterprises is to be independent and self reliant. Only by making our brand bigger and stronger can we compete with others.

"Since last year, we have also made some attempts in operation. The original shop was upgraded to a composite brand membership club. Decoration style, shopping environment has improved, customer response is good. Wang Dingyuan introduced that the sales volume of the upgraded clubhouse has been greatly improved. Customers are cash transactions and have accelerated the flow of funds. "In the future, we will stick to our brand positioning, choose suitable marketing channels, like-minded distributors, and enhance the competitiveness of our own brand."