Men'S Clothing Market Must First Develop Brand Culture.

As China

In order to win the market's right to speak in the competition with the international counterparts, China's men's clothing brand must take the global thinking to plan the way of brand take-off. We must deeply explore the intangible assets of the brand itself, control the unique market resources of the brand, and enrich the service scope of the brand. We must find a brand new marketing base and create a marketing system centered on brand value as soon as possible.

Jiang Hengjie said China

The brand's economic strength, enterprise scale and brand culture are all the developing trends of China's clothing industry.

Starting from the development of men's clothing market, we will further study the new competitive advantage and new competition pattern of China's clothing market and challenge them quickly, so as to adjust the market competition strategy quickly, which is the key to the connotations of our garment industry from the current flashy to the connotations.

Li Kai Luo, President of international brand marketing consultancy, points out that the fierce competition in the market indicates that the value chain of Chinese men's clothing industry is triangular in shape, and profits are concentrated from upstream raw material supply and middle stream processing to the back-end circulation. The entire garment industry is in the Straits of being a channel terminal.

The market concentration of men's clothing brand is still very low, the channel is delineated, and the scale expansion and brand operation have become the competition form.

Li Kailuo believes that for the Chinese men's wear brand, although it has experienced more than 20 years of "growth, differentiation and replacement" process, it is still at the bottom of the brand "food chain" (low-end brand niche), and is always faced with the danger of being devoured.

After realizing the brand's first instinct for survival, the second instincts of Chinese men's clothing brands to assimilate, conquer and expand are showing.

The replacement and upgrading of brand "species" have brought "growth" power to brand development.

Faced with the reshuffle of the market structure, the entrant of capital, design and brand strength will become the backbone of the industry.

Wen Hanqing, chairman of the company, believes that after the pformation of the Chinese men's wear brand from the original wholesale mode to the franchised operation of the brand today, the channel merchants did not synchronize with the brand in the pformation of brand awareness.

If we want to win the right to speak in the market, the key is to enhance the channel appeal and brand value strength of the enterprise brand, and drive the channel middlemen to maintain an optimistic attitude on the brand investment and holding of the company. We should actively manage the channel providers and pform the promoters from the original brand into the service providers of the brand, and establish more powerful terminal systems through more investment from enterprises in the channels and boosting the development of the brand, which will be an important strategy for enterprises to break through the shackles of marketing channels.

For many years, famous men's wear in Japan, Europe and the United States and other developed countries.

Yang Wensun, the chairman of Meyer group, who owns 40% orders for Japanese high-end suits, believes that the most advanced production equipment and technology have been introduced into our enterprises. Many international first-class design institutes are innovating for China's clothing brands, and some excellent international managers are also working in China's clothing enterprises.

China's excellent clothing enterprises are becoming the processing bases that some international brands rely on.

But competing with international competitors, we lack the hi-tech fabric of international brand clothing. We lack the design concept of international brand clothing, and the reputation of international brands through product quality, brand fashion image, brand marketing concept and brand culture connotation is also our sigh.

China's clothing brand should learn to apply the idea of industrialization, perfect the efficiency of all links, sober up from the added value and appeal of the intoxicating brand "abstract and magical", pay attention to products, efficiency, scale, value chain, cost control itself, and pay close attention to the strong demand of consumers for fashion landing, diversity, personal performance, brand loyalty, waken up consumer demand for market supply decision, and promote the "fashion free" Chinese garment industry to make profound changes, so that more international Chinese men's wear brands will appear on the market.