Why Men's Clothes Rise In South Fujian

Chinese men's clothing has a large number of distribution centers. Zhejiang, Guangdong, Fujian, Jiangsu, Shanghai and Beijing are all strong men's wear provinces. But the brand men's wear mainly focuses on three sections: Zhejiang section, Guangdong section and Fujian section.

But in the past 5 years, the market is changing, and the Fujian men's clothing, which is mainly centered on casual wear, is rising rapidly. The brand clustering power is catching up with the Zhejiang plate and is leading the Guangdong section.

Fujian

In recent years, Fujian menswear has shown a strong explosive force. The growth rate of several major forwards brand sales is 60%-100% every year, and the growth rate of its shops is also amazing.

From the initial 200 to 500, from 500 to 1000, from 1000 to 2000, or even from 2000 to 3000...

Almost every year there is a leaping development.

After years of development, we can see that eight men's clothing brands in Southern Fujian stand out, including seven wolves, Li Lang, Jin Ba, Qipai, nine Mu Wang, gifted scholars, dances with wolves, tiger and so on. These brands have reached 2000 stores and 1 billion 200 million retail -40 outlets.

What is noteworthy is the success of the seven wolves group due to the multi brand strategy: it has seven brands of wolves (red wolves, green wolves), dances with wolves, Hong Kong Dragon, seven wolves sports, Mark Wafi and other diversified brands. The group standard image shop has more than 4000 scales, and has become a "champion brand".

Its contribution to the rise of Fujian men's clothing is huge, and its brand mode also affects the overall progress of Chinese men's clothing.

This makes the southern Fujian men's brand brand plate stronger than the strength of other regional plates.

Many people say that this is the resonance effect of cluster efficiency. In my opinion, some successful experiences are worth sharing.

First of all, I think the most important thing is the way of existence of franchised stores.

China has a wide geographical area and large climate differences, so Chinese stores can not die abroad.

Fujian men's clothing has been working hard in the "complete monopoly form". I think this is an important factor for the rise of Fujian men's clothing.

The "complete monopoly form" refers to the integrity of the southern product form and the northern product form in the monopoly structure.

The precipitation in the Fujian section in the past 20 years has made it a strong southern product with medium and thin jacket, Casual Shirts, formal shirts, T-Shirts, casual trousers and so on. At the same time, its products such as thick jacket, cotton clothes, windbreaker, Nick's overcome, sweater, suit and feather have become more and more perfect.

Therefore, the men's wear in Fujian can survive in Sanya, the north can take root in Mohe County, and the scale of shops has expanded rapidly. Not only have they occupied the store resources ahead of time, but also have completed the comprehensive accumulation of brands before grabbing other sectors.

These brands attach great importance to the matching of goods in exclusive stores.

They took the lead in completing the process of developing single product to multiple product series, so that the brand can adapt to the big markets in the north and south.

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Fujian menswear adopts the development concept of "design + buyer".

The characteristics of the "design + buyer" type is that the enterprise usually owns a leading designer and a buyer team, and the designer makes the overall layout of the product, and introduces the design elements related to the brand on the sample purchased or purchased, such as collar fashion, bright line fashion, bright color stripe, splendid fashion, etc. the buyer team divides the whole country to buy sample clothes, and forms a stock of the order meeting. After the order is finished, the buyer reaches a single quantity of products and orders to the OEM factory, and his factory only produces some strong products.

The characteristics of Fujian menswear buyer are: having the basic quality of the designer, and having rich market vision, familiar with the list, order, process monitoring and other links. The work runs through the upper, middle and lower reaches of the value chain.

They have a wide range of supplier resources, including professional OEM factories or accessories factories in Fujian, Guangdong, Zhejiang, Jiangsu, Beijing, Shanghai, Chengdu and other places. They have advantages in fashion judgement, sample organization, accessories development, procurement cycle, price negotiation and so on. Generally, they can complete the entry of products within 2 months, so that they can achieve complete actual combat.

The implementation of the agent system needs a great deal of arrogance. The old saying goes: "go all in one's strength, then fail again, and exhaust three."

There must be a way of running the agency system: first, we must rise quickly and rule first.

Otherwise, your sales scale will not go up, you can not afford advertising, and agents will not earn enough money to abandon you, causing a vicious circle. Secondly, the growth rate of "opening stores" must be greater than the "stock growth rate" before the strength of a single store.

Otherwise, no matter which link the inventory will be, it will drag the company down.

The implementation of the agent system also needs a lot of ruthless spirit. Over the years, the successful entrepreneurs of Fujian men's wear have been doing the following things with relentless action: constantly inviting business until they find the best general agent.

Cut off the total agent who can not help, and implement regional agent or branch system.

Because the agent system is the management of the shops, the terminal has always been the weakness of Fujian men's clothing.

In this regard, the leaders of Fujian men's wear are very aware of the fact that they have always been focusing on image building, especially the development of monopoly props, such as the seven wolves, the powerful masters, the gifted brands and so on. At the same time, the establishment of supervision teams, the introduction of direct management, the great support of flagship stores, and the regular holding of large-scale training meetings can help people see the practical behavior of Fujian men's clothing entrepreneurs.

The key point of marketing is product, and the product is the consumer group.

In the big enough market of China, the agent system of intermediate leisure wear has found its existence: the main body of the consumer is the salaried class, the market capacity is huge, and the profit can satisfy the multi-layer distribution.

And other categories of men's clothing is either small profit space or small consumer groups, and the implementation of agency system has greater constraints.

However, the characteristics of agent system's rapid possession of resources and ingenious evasion of risks should not be ignored.

The most common rule of all successful men's clothing enterprises in Southern Fujian is to promote the agency system with low inflation and consolidate the terminal.

First, brand operators can quickly implement the replication of exclusive sales offices by means of resources such as offices, funds, talents, contacts, storefronts and so on. If the country has 20 to 30 general agents, its explosive power is staggering; secondly, through the implementation of order system, the inventory of goods at the agents and terminals will almost have no risk to the brands. Thirdly, because agents undertake the downstream management, brand operators can make their hands to integrate upstream and downstream products.

In every step of these three steps, the risk will be avoided in the management.

Entrepreneurs in Southern Fujian have already grasped ways of achieving greater performance and profits in competition.

They use a wealth of positioning concepts to highlight product identification. On this point, we really admire the business ideas of entrepreneurs in Southern Fujian.

Since 2001, the positioning of many concepts such as "jacket experts", "western trousers experts", "new formal clothes", "Chinese collar" and "business men's clothing" has highlighted the local competitiveness of Fujian Menswear, which is in sharp contrast to the Guangdong plate that still sticks to the processing advantages and the lack of theme innovation of Zhejiang's formal dress.

Therefore, the first step is to have a unique position.

In the late 90s of the last century, "only production, no matter sales" slipped and slipped into a three or four line brand.

After 2002, Li Lang invited Chen Daoming to become the spokesperson, put forward the positioning of "business men's clothing", and at all costs, targeted the explosion, and the brand rapidly reversed.

Looking back to the road of growth, Wang Liangxing, President of the company, feels that "taking the road of brand management, we must position the product style, otherwise there will never be a way out."

Therefore, product differentiation strategy is another important secret of the rise of Fujian men's clothing. This subdivision competition also weakens the advantages of international brands and other competitive blocks.

As the development of international brands also follows a series of rules from single product to multi product to strength, this strategy is very effective.

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"Positioning strategy" is similar to the "big point method" in Wu Dao. It is a sharp weapon for the rise of small brands and new brands, and also a secret weapon for Chinese clothing to fight against the world's big names.

Our country has 44 thousand garment enterprises. As long as 10% of these brands can understand the reason of market segmentation and take an active part in product differentiation, the explosive force will be quite amazing. The result is that no matter how strong the international brand is, the advantage space will be very narrow.

Facing the strong hand of Lin, the men's clothing in Fujian is very aware of the truth of having a house. If the enterprise's strength is not strong enough, it will launch strong attractive marketing policy support.

"Regional advertising high support, monopoly shelves 100% return!" is the Minnan men's wear development commissioner's most commonly used phrase.

This policy makes its marketing support take the lead in the same brand in the country.

Again, take regional advertising investment as an example: the company generally and agents make contributions, first by agents, and at the end of the year, after the settlement sales refund.

The idea of Fujian business owners is that agents dare to vote and companies will dare to play with you.

A brand that reaches 3 hundred million of the sum of money, usually does not sell more than 8 million regional advertising annually. The advertising cost of the company is mainly concentrated on CCTV.

With the same agent system, it is wonderful that the marketing policy of Fujian men's clothing is a win-win system in general. No wonder people sigh that Fujian men's clothing is won by "system".

In fact, the establishment of a "perfect brand operation system" has become a top priority for Chinese men's clothing.

The ten men's clothing in the world are all designer brands, and the accumulation of design culture is the universal law of clothing brand's success.

But it is almost impossible for China's local brands to rise through the competition of design culture in the short term. Therefore, we have excavated another more practical general law, that is, by building a more sound system to gain competitiveness, this is what we have been advocating the concept of "brand iron triangle", so as to achieve "no time difference to upgrade a brand".

The two brands that have recently been talked about: ZARA and H&M are quietly rising by establishing a more efficient and efficient system than the previous ones.