The Development Trend Of Men'S Clothing In Fujian Province From The Perspective Of The Value Of Nine Kings

In the field of men's wear, the press conference seems to be a "feast" for Fujian men's wear brand.

The sale of similar products in men's trousers, men's windbreaker, jackets, business casual men's wear and so on in the national market of the men's trousers, men's windbreaker, Qipai and so on.

Whether it is the media exposure rate or the market share of the industry's third party statistics, Fujian style menswear has become the new line brand of domestic men's wear.

However, it seems that the men's clothing of Fujian faction is not satisfied. An expert who has been engaged in the clothing industry research for many years said: "commodity serialization, information construction, channel mode upgrading, professional manager system construction and so on are the" compulsory courses "before the pformation of Fujian men's men's clothing into big cards.

There are various signs that Fujian men's men's clothing has taken a big step forward.

This seems to mean that the brand building of Chinese men's wear is in progress.

Scramble for bits: from single product to commodity serialization

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.

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

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.

In nine herd Wang, a qualified male trousers should be cut through 98 streamlined streamlines, 23 thousand stitches, 30 times ironing, 108 sewing processes...

Back to the subject -- commodity serialization, it is not simply to achieve serialization.

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".

In Fujian Style Men's clothing, Li Lang hired Chen Daoming to endorse, and developed rapidly with the concept of "simple but not simple".

In the 2012 spring and summer, Qipai men's clothing introduced three different product line characteristics, and the serialization level of commodities was improved.

In contrast, in 2010, nine king of the United Kingdom solemnly hired Zhao Yufeng, who had the reputation of "imperial designer" as the chief designer.

King nine broke through the source of commodity serialization.

As Lin Congying, chairman of the nine herd king, said, "the so-called world-class brand is to be recognized by consumers all over the world.

In addition, we should have the following points: first, we must have a cultural idea that can be accepted by the whole world; second, we must have the power of cultural pmission; third, the industrial chain should be globalized.

After thorough consideration, the nine Mu Wang in 2012 started structural adjustment from inside to outside.

Construction: building a professional manager system

Min faction

There are many commonalities, one of which is the strong atmosphere of family businesses.

In recent years, these enterprises have realized their own "short board", have introduced talents from outside, and gradually built up a perfect professional manager management team system.

A key measure of reform is to pfer the right of management to professional management team.

During this period, the king also changed, and Lin Congying realized the importance of having a professional manager management team.

Lin Congying agreed that "not only academic ability, not only qualifications, performance."

When asked how to avoid the fact that the elites of foreign enterprises were not convinced, he answered in two simple words: "tolerance".

Lin Congying thought: "human resources are the core competitiveness of brand sustainable development, and the internal driving force for the achievement of enterprise Centennial foundation."

In 2010, several outstanding professional managers who had served in the leading international companies and domestic top companies entered the "nine shepherd kings". They brought the international vision, advanced management concepts and rich operation experience.

Up to now, the sales, manufacturing, strategic investment management, strategic procurement, brand marketing, human resources, sales plan and other first-class centers of nine Mu Wang are excellent professional managers in charge of business management.

{page_break}

Breakthrough: channel mode upgrading

In the Chinese market, Zegna, HUGOBOSS, Armani and other international men's wear brands are constantly interpreting the "city center theory".

They enter the Chinese market and directly enter the first-line market. With strong strength and industry experience, after several years of exploration and stabilization, the two or three line market has shown the strategic power of channel mode.

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

In the early stages of the development of the key shopping malls in the city, he established a strong and unique competitive advantage after years of accumulation in the market channel.

By the end of 2011, the number of sales terminals reached 3140, representing a net increase of 430 over the previous year.

At the same time, as the company's brand strength and terminal operation and management capabilities have been improved, the company's single store performance has also been steadily improved, so as to promote the rapid growth of company revenue.

According to statistics, the company's direct sales terminals reached 15.9% year-on-year in 2011.

According to Nelson's consultation, there are 54 million families in China's second tier cities. The total income is estimated to reach 2 trillion yuan, and the number of households in three or four line cities reaches 160 million, with an income of 1 trillion yuan.

With the increasing level of national income, the high-end menswear will be benefited from the upgrading of the domestic two or three line market.

In 2011, nine Mu Wang formulated the strategy of "strengthening the channel development actively to the two or three line market with great potential".

From the company's 1 quarter 2012 earnings report, operating income and net profit increased by 22.58% and 28.35% respectively.

The growth of business revenue mainly came from the expansion of channels and the improvement of single store performance. Although according to the statistics of China's business information center, the retail sales volume of clothing for one hundred major large retail enterprises in the whole country increased by 7.41% over the same period last year, the lowest in the last three years. However, through the brand building and retail management, the nine Mu Wang has achieved a good growth in the first quarter, reflecting the strong brand strength and consumer loyalty of the company.

It can be said that the "two or three line market" and "Min" men's "positioning" is very suitable, coupled with years of hard work, this market has become the "base area" of other Fujian Style Men's wear.

But whether to launch an attack on the front-line market remains to be seen.

A survey from a professional research firm on brand clothing shows that 53.3% of consumers in China prefer foreign clothing brands, and only 16.7% of them prefer domestic brands. Foreign brands show strong brand posture.

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

China

When did the brand become a world brand? Lin Congying told reporters: "we have a long way to go."