Cultural Imbalance In Chinese Men'S Clothing

"If the Chinese mainland Luxury goods The brand will appear. It must not be a liquor or tea that people are proud of. It must not be a specific process embroidery. It is most likely to be generated in two industries: the first is the fashion industry, and China has a large number of designers who aim to make advanced customization and high fashion. The second is the jewelry industry. China has a group of excellent, diligent people who have been making luxury jewelry for the past 30 years. Jewelry and fashion can go beyond the limits of race, race and religion to the world. Lu Xiaoming, President of Loya international, made a clear statement in the "China classics and Fudan luxury forum".

As Lu said, at present, many domestic Clothing brand Efforts are being made to upgrade to the high end. In June 18th, China's first male clothing culture themed Museum, the seven wolves Chinese men's wear Museum, was officially opened to the public. The Chinese men's wear Museum has nearly a thousand exhibits in the late Qing Dynasty, the Republic of China and modern men's clothing and various daily necessities and fashion lifestyle items. This private museum can also be regarded as an attempt to cross border marketing for Chinese men's clothing.

As a matter of fact, Chinese men's clothing has gone through the development of over 20 years, and has reached the critical point of brand development. It is to continue traditional star advertising endorsement + CCTV bombing + channel investment mode, or to dare to play cross-border business like international brand, and develop advanced customization, which will determine the future trend of Chinese men's clothing.

The password for the rise of the plate

China's men's clothing mainly includes three parts: Fujian, Zhejiang and Guangdong. Zhejiang's Ningbo is mainly business oriented, Fujian's Jinjiang and Xiamen are mainly business leisure series, and Guangdong plate has gradually become a wholesale and foundry base in recent years due to its defects in brand management, so it is difficult to compete with the Fujian plate and the Fujian plate.

The rise of the Fujian plate, marked by the differentiation of brands, has produced a number of personalized men's clothing, such as the "jacket experts" of the seven wolves, the "trousers expert" of nine Mu Wang, the "Chinese collar" of Qipai, and the "new formal dress" of the gifted scholars. In the mid 90s of last century, Fujian menswear rose to the national market by positioning itself in a differentiated fashion.

"In the initial stage of brand building, through differentiation positioning, we can quickly tear up the market and initially build brand attributes. For consumers, differentiated positioning can establish a memory point. It is a sharp knife that cuts into the market and can be successful in forming a specialized scale in the market." Shanghai kekun consulting and Training Group founder Shi Zhang Qiang said.

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Jie Jie Yang, the founder of the Jie Jie Yang institution, once engaged in marketing consulting services for dozens of garment enterprises in Fujian, Zhejiang and Guangdong, summed up the development path of China's men's wear brand into four stages, namely, the rising stage of single product, the rising stage of monopoly, the rising stage of brand and the rising stage of champion. When the seven wolves were wearing jackets, and the products of YOUNGOR and Shanshan opened up the market, they began to diversify their categories, thus opening up the era of brand monopoly. In the view of angel, the success of China's men's clothing monopoly mode is the key to its future development.

Only the advantage of single product is insufficient. If we want to set up a monopoly mode, we must carry out the extension of category, and Fujian men's clothing takes the lead in the "complete monopoly form", so that Fujian men's clothing can open shop in Sanya, and north can take root in Mohe County. The complete monopoly pattern makes Fujian men's clothing spread rapidly across the country.

In addition, in order to support the monopoly form, the idea of "design + buyer" supports this mode. The buyer grasps the front-end market information and supplier resources. Under the cooperation of designers, the buyer generally has the advantage in the judgement of fashionable money, sample organization, accessories development, purchase cycle and price negotiation. Generally, the product can enter the market within two months.

Brand pulling up stamina

The growth of monopoly mode can not be separated from the channel agent. The channel investment can expand the store to the national market and form the scale advantage. In this process, we must form the role of channel expansion, advertising follow-up, and expand the three party synergy. Otherwise, we can not afford advertising on the scale, nor can agents earn money. Secondly, in order to ensure the health of the supply chain, we must ensure that the growth rate of "open shop" must be greater than the "growth rate of inventory" in the process.

The brand promotion of Chinese men's wear started from the high profile of CCTV. In 2002, the Chinese football team entered the World Cup finals in a historical way. Seven cards, powerful drivers and seven wolves seized the opportunity to participate in the World Cup advertising campaign. They earned enough attention and the brand was promoted for the first time. In 2004, Li Lang gambles on Athens's Olympic Games on average more than 40 times a day. Every day the audience can see Chen Daoming's appearance in front of the castle on the Aegean coast. He made a success of the Olympic Games with the help of the Athens Olympic Games.

"In addition to relying on large-scale sports events, Leon, gifted, tiger, seven wolves, Qipai choose to compete in CCTV prime time, for high-end launch, and so on, and so on. CCTV-5 has made good results. Shi Zhangqiang said.

Of course, different men's clothes have different styles in the grasp of brand tonality. For many years, Li Lang has been using Chen Daoming's image to create an elegant and peaceful middle-aged man's image. But the strong tyrant men's clothing is more willing to infuse some socialized elements for the brand, and carries on the deeper level communication with the target audience, one sentence: "the bad will not come back", obviously hits the target group's inner demand, reflects the three or four line market audience's struggle voice. The seven wolves add more cultural elements to inject cultural power into the brand, emphasizing "men are more than one side" and enhance the brand shaping to the level of values.

In addition to putting directly into high-end media platforms, the public relations marketing practices of Fujian men's clothing are also striking. For example, the seven wolves are relying on "Real Madrid China trip". "Strong Le Louvre Museum" and "Milan Fashion Week" are emphasized. These public relations activities are very effective in shaping brand personality and enhancing the status of products.

However, in the past five years, with the upgrading of consumption and the upgrading of the consumption concept in the two or three line market, Chinese men's clothing seems to be holding back. The Zhejiang plate has been distracted by investment in other industries, and the main industry has gone backward. And the marketing method of the Fujian plate has not been upgraded as a whole. The advertising effect of CCTV has not been as good as before, and the design and style of the brand have been slightly outdated. This makes the menswear of the Fujian plate as a whole lack of stamina.

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Integrating brand into culture gene

Over the past two years, China's men's wear has experienced many years of rapid development, and has come to a bottleneck in the development of the industry. The inventory crisis that has hidden for many years has finally been fully revealed, which shows that Chinese men's clothing has not been upgraded in terms of design innovation, style adjustment, cultural elements, brand management and so on.

Looking at the most famous brands in the world, all of them are designer brands, and the ten largest men's clothing brands in the world are also designer brands. These brands, named after the designer, have been adhering to their invisible barriers and occupying them professionally and meticulously, no matter what advanced marketing mode they have been born in decades or even hundreds of years. Resources related to design strength, such as designer resources, fabric resources, suppliers' resources, and constantly telling their own brand stories, make the charm of design culture above all other resources.

"For China's men's clothing brand, how to concentrate and professionalism is not an easy task. When the men's clothing of the Zhejiang plate reaches a certain scale, the enterprise will invest a large amount of resources in other industries, ignoring the sustainable development of the main industry, resulting in insufficient development potential in the past few years." Angel analysis.

In the accumulation of international brands for decades or even hundreds of years, in addition to concentration, more is the accumulation of culture. This is not illusory. The color, product design system and style of many large brands are fixed. For example, LV and Gucci have the classic patterns of sedimentation, such as the silk scarf pattern of love horse, and constantly blend art into scarves, each scarf has become an art. Products; LV's travel philosophy, which sells travel culture, is related to travelers and conveys a profound philosophy of travel. Therefore, in order to build a distinctive brand mark, Chinese men's clothing must adhere to the brand culture's precipitation for a long time, keep pace with the times, and maintain the inheritance of brand DNA.

Cross border cooperation is also an important means of brand innovation for clothing brands in recent years. H&M is a leader in this field. Inviting big designer guest Cameo has always been a marketing killer for H&M. In 2007, the cooperation between H&M and Roberto Cavalli became the focus, and the cooperation with Madonna, which allowed Madonna to participate in the design, attracted more and more fans' attention. These cross-border marketing brought significant improvement to H&M sales.

LV and National Museum cooperate to move LV's products to National Museum for exhibition. This cross-border event has attracted wide attention, and LV has earned enough attention. Its cultural advancement is immeasurable. In addition, the cross-border events between Chanel and the Chinese art gallery, and the seven wolves' opening of the seven wolf wolf men's wear Museum, are of positive value to enhance the cultural connotation and brand style of the brand.

"Chinese clothing must focus on professionalism, cultural sedimentation and cross-border cooperation, and learn from the international brand, so that the brand can go further." He said.