Brand Men'S "Cultural Disorder"

"If the Chinese mainland

It will appear, it is definitely not the liquor and tea that people are proud of, and it will not be any particular craft 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, has recently made clear in the "China classics and Fudan luxury forum".

As Lu said, at present, many domestic clothing brands are striving 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 1000 exhibits in the late Qing Dynasty, the Ming Dynasty, the people's Republic of China and modern men's clothing and various daily necessities, fashion lifestyle products.

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.

Fujian, Zhejiang, Guangdong and other ten garment enterprises, marketing advisory services, the founder of angel Yang Yang Jie, China.

The development path can be divided into four stages: the rise of single product, the rise of monopoly, the rise of brand and the rising stage of champions.

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.

{page_break}

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 that of "inventory growth rate" in the process, and there must be a continuous upgrading of the brand behind it.

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 men and seven wolves seized the opportunity to participate in the World Cup advertising. They made enough eyeballs and the brand gained the first centralized promotion. In 2004, Li Lang averaged more than 40 times a day to bet on the Athens Olympic Games advertisements. Every day the audience could see Chen Daoming's figure appearing before the castle of the Aegean coast, and with the help of the Athens Olympic Games, Li Lang won the success.

"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.

For years, Chen Daoming's image has been used to create elegant and peaceful middle-aged men. The brand spirit of "simplicity and simplicity" has also been deeply rooted in the hearts of the people. However, the male tyrants are more willing to inject some socialized elements into the brand and carry out deeper communication with the target audience. One sentence is: "not good will not come back". It clearly strikes the heart of the target audience and reflects the aspirations of the three or four line market audience. The seven wolves add more cultural elements to inject cultural power into the brand, emphasizing that "men are more than one side" and enhance the brand shaping to the level of values. Of course, between men's clothing.

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.

But 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 at a standstill. The Zhejiang plate has been distracted by its busy investment in other industries, and the main industry has not moved forward. However, the marketing methods of the Fujian plate have 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, which makes Fujian's men's clothing as a whole lack of stamina.

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.

{page_break}

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 no matter what kind of advanced marketing mode they have been born for decades or even hundreds of years. They have been occupying resources related to design strength professionally and meticulously, such as designer resources, fabric resources, suppliers' resources, and constantly telling their own brand stories, so that the charm of design culture is always superior to 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.

stay

For decades or even hundreds of years of accumulation, in addition to concentration, more is cultural accumulation. This is not illusory. The color, product design system and style of many large brands are fixed, for example, LV and Gucci all have the classic shape of precipitation.

For example, the silk scarf pattern of Hermes is constantly integrating art into scarves. Every scarf is turned into an artwork. The philosophy of travel launched by LV sells travel culture, and every advertisement 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 promotion to H&M.

LV and National Museum cooperate to move the products of LV to National Museum for exhibition. This cross-border event has attracted wide attention. It has made LV full of eyeballs and its cultural promotion is immeasurable. In addition, the cross-border events between Chanel and the Chinese art gallery and 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.