The Present Situation Of Men'S Clothing Enterprises In China'S Apparel Industry

First, the consumption concept is enhanced and the demand differential increases.

From the evolution of the consumption of international men's clothing, we can see that the promotion of the income economy will change the consumption demand of consumers correspondingly. In China's consumer market, there is also the three stage of consumption change. However, the time of this change is no longer based on 1 or 2 times. With the development of all kinds of information media, the trend of consumption between Chinese consumers and the international community is getting closer. The evolution of consumption in Chinese men's wear field has only gone through 15 years from the beginning to the peak and to the recession.

In the pursuit of individualized and fashionable dressing, more consumers pursue business today with the diversity of life and work.

It is no longer a unique sign of elite people.

As for the production scale of hundreds of thousands and hundreds of thousands of Chinese men's clothing enterprises, how can they create the consumption of individuality and demand?

Two, the foundation of research and development is weak, and the ability of innovation is lacking.

From the development stages of China's men's clothing industry, we can see that China's menswear production enterprises can be collectively referred to as production scale enterprises, and have strong production advantages.

However, in the diversified consumer market, Chinese men's clothing enterprises are extremely short of research and development capabilities, including: the research and development ability of high polar fabrics, the innovative ability of new fashion styles, the development ability of manufacturing technology and the upgrading ability of brand upgrading.

On the one hand, Chinese men's clothing enterprises dare not do it.

On the premise of being unable to grasp the consumer market, the scale production will only bring the cost burden of scale type; on the other hand, Chinese enterprises are unwilling to do so.

China's consumer market is huge. Although it can not benefit from the primary market or the advanced consumer market, it can also play a leading role in the two and three tier markets.

The lack of innovative ability and enterprising consciousness are obstacles to the development of Chinese men's clothing enterprises.

Three, management resources are single, and channel cooperation is not good.

The top five producers of Chinese men's clothing basically own their own industrial supply chain.

For example, YOUNGOR has a complete and comprehensive supply chain system from the early stage of fabric production to the later garment processing, the logistics of goods to the final product sales, and dozens of companies have invested, shares and owned their own businesses.

Therefore, under this scale management mode, there will be a single internal management resource and a lack of channel cooperation.

After having a strong enterprise scale, it also brings about the improvement of operational risk.

The history of the development of international clothing brands tells us that only by making good use of partners' resources and funds can we grasp the direction of operation through the integration and utilization of multi-party resources.

Therefore, the lack of effective resource management, unable to facilitate the advantage of channel cooperation is China's men's clothing enterprises.

N choice for men's wear development

Therefore, the future development of Chinese men's clothing enterprises is neither a problem that can be solved in a short period of time, nor will it be hopeless or die.

The development of branding will be a good choice for the development of China's men's wear industry, but it is not the only one.

After finding the node of development, then we should choose what method to change. Several cases deserve our reference.

The YOUNGOR mode is the scale management of the brand.

If

The business model is "put", so YOUNGOR's business model is "accept".

It completely concentrates the resources of all channels, including the ownership of exclusive stores in the original marketing network. In the old product system, the vertical product line is developed to form the depth effect of the brand.

In the face of the choice of "golden YOUNGOR" by the high-end consumer group, while the mass consumption layer continues to use the YOUNGOR brand, the brand can adapt to different consumption classes, and launch its own scale business mode in the form of operation, so as to achieve a large number of business structure with the strength of the enterprise and brand.

In this way, we can not only improve the execution of information and management, but also get higher returns in the capital market.

The seven wolves mode is the in-depth operation of the brand.

The 10 year branded development of the seven wolves, from the early "king of Chinese jacket" to the value brand of the new century, has completed the road of an enterprise from product management to brand management.

The seven wolves have formed a business model with brand resources as the core and brand products diversity through the brand building.

Its field involves tobacco, wine, home textiles, accessories and other product systems, so as to maximize the value of brand applications.

On the other hand, the seven wolves have become the models of Chinese men's wear brand in shaping brand culture.

Through the interpretation of wolf culture, the integration of brand culture and life and role personalities in the work eventually forms the enhancement of brand value added, and is also a representative of brand specific resource management.

The Xia Meng mode is the combination of brand and processing.

Xia Meng is an old suit processing and manufacturing enterprise. After passing a less successful brand management, he returned to processing production again.

However, this return is not a manifestation of no progress, but is achieved through resource cooperation and brand cooperation.

The cooperation between Xia Meng and Zegna is a result of mutual benefit and mutual benefit.

With the cooperation with the top international men's wear brands, Xia Meng also maximized the use of the resources of enterprises, pforming the original processing lines that lack production to business profits, and on the other hand, obtaining business assistance from the other side through cooperation with international brands.

For example, the cooperation of product marketing channels, the improvement of product production and processing technology, the exchange of brand management and market operation experience.

The Xia Meng mode is a successful way to give full play to the old production resources and enhance the subsequent brand development.

Of course, the development of Chinese men's clothing is not only decided by the success and failure of several enterprises, but also can be achieved by independent change.

When China stepped out of the period of consumption scarcity, this change is the product of social development, and it is also a manifestation of enterprises' upgrading and survival value.

After 15 years of development, China

It depends more on how much Chinese men's clothing enterprises can know about themselves, how much confidence they have in the consumer market, and how high their expectations and confidence are for the future.