Channel Battle Of Chinese Men's Wear Brand

While continuing to consolidate the advantages of the first line market, the competition for men's clothing brand to the two or three tier market will become increasingly fierce. In fact, the first thing that clothing companies need to do after listing is to increase store expansion marketing network. Whether it is the seven wolves, or the commercial men's clothing brand, and the newly listed card, nu Di Road, the capital raised by IPO is used to expand its marketing. channel 。

　　 Channel sink

In the semi annual report, the nine Mu Wang made clear that he hoped that Future Ltd would increase its market share in the southwest, northwest and northeast areas in order to maintain steady growth in key areas. During the reporting period, the company's operating income in the northeast region increased by 48.79% over the same period last year, making it the fastest growing region in the company's revenue.

According to the development plan of nine Mu Wang, in the two or three tier cities, nine Mu Wang will adopt more franchisee mode, adding 300-500 stores every year. Make full use of the resources, connections and funds of local distributors, and win the fastest development with minimal input. This is called "speed of nine herd kings" by Lin Congying. Similarly, the focus of the opening of the seven wolves is obviously from the first tier cities to the two or three line cities. Seven wolves 2011 China Daily reported that as of the three quarter of 2011, the number of terminal stores was 3830, and the intensity of channel sinking in 2011 increased. The retail terminal in the three or four tier city layout, the terminal store in the future is expected to maintain an average annual growth rate of about 10%.

Zhou Shaoxiong, chairman of the seven wolves, paid special attention to the promotion of channels in 2011, and positioned it as "image integration and upgrading year". In order to support the strategic plan, the seven wolves act frequently in the capital market. In November 8, 2011, the company announced a non public issuance plan, raising 1 billion 800 million yuan to invest in the construction of the "marketing network optimization project". The project will increase 1200 sales terminals, including 60 flagship stores and 300 stores, and 140 flagship stores and 700 exclusive stores.

In fact, as the domestic market continues to heat up, at home and abroad Men's wear Brand competition in the Chinese market is increasingly fierce. The saturation of domestic front-line market and the gradual increase of business cost make the two or three line market a new growth point of garment industry. Another important reason for the sinking of the channel is the huge consumption potential of the two or three line market.

In the future, while continuing to consolidate the advantages of the first line market, the competition for men's clothing brands will become increasingly fierce against the two or three tier market. Meanwhile, the two or three line market will also become the main battleground for the handover of domestic brands and international brands.

　　 Power supplier

At any time, the channel is always the focus of the battle for men's clothing market. And when the traditional channel competition is gradually tilting to the two or three line, the continuous force of e-commerce has become the highlight of the 2012 men's wear market.

People's applause has not stopped. Last year, on the eve of "double 11", the seven wolves "marrying" the Taobao trend brand seven grid, combined with strong efforts to bring forth the new, and on the Internet for 7 days, "water feast", through the distribution of high coupons and thousands of free postage gifts and netizens hot interaction. During the "double 11" period, the seven wolves won the ninth place in the Taobao store rankings.

In the same way, there is also a nine year herding king who is active in e-commerce channels, and its performance is also very rich. In fact, King Mu has always been a model for the development of e-commerce in Fujian style menswear. The official flagship store of Tmall has opened more than 100 million yuan over the past year.

In fact, the development of online channels has not only been restricted to inventory rejection. E-commerce with good momentum has become a new platform for many garment enterprises to cultivate young potential customers. E-commerce is expected to become an enterprise through some specific products and even the main products. brand Important platform for construction.