In October, Clothing Industry Should Find Its Own Characteristics In Cold Winter.

In 2012, it came to October, but fortunately, "the end of the world" did not happen as rumors, but ushered in the country.

Enterprises and even the international luxury industry for a long winter.

"The East Yangtze River passes away, the waves wash away heroes" for the former clothing predators and some small and medium-sized ones.

For enterprises, 2012 declared their silence, and even some international luxury brands also bid farewell to the two digit growth rate.

Men's luxury consumption climbs

Back in 2009, China's clothing retail market was formally integrated with international luxury high-end consumer goods. Facing the downturn of European economic consumption and the empty window period of the Japanese market, China's brave faced nation has acted as a strong agent for luxury brands and officially took over the status of the global luxury consumption boss.

As a result, the major brands even doubled their growth. Taking an international brand as an example, its single store performance in China World Trade Center, Beijing jumped from 1 million 500 thousand euros in 2007 to 5 million euros in 2009.

The international bigwigs were exhilarated. The original pioneering spirit of the cowboy was aroused, and the enclosure movement began nationwide. The shops opened from several to more than ten, and then to dozens.

Encouraged by their pull, the domestic brands also took the opportunity to expand their agents in a big way. As a result, we always felt the warmth of spring when we had been facing the sea.

Worldwide, since 2009, the luxury consumer market with distinction between men and women has been "46 points in the world". However, the growth of women's market has slowed down to an annual average of 8%, while the male market has increased rapidly at an annual rate of 16%.

As of 2010, the consumption market of men's luxury goods reached 180 billion euros, which marked a great change in the whole male's consumption psychology and consumption behavior.

In the past, the main luxury of men's consumption was three categories of automobiles, tourism and alcoholic beverages. Now they are extended to watches, clothing and accessories, and then to women's "patent" jewellery, makeup and maintenance products.

The whole product market needs to be further developed and burst into great potential.

Luxury magnates seize business opportunities

Then, the entry of luxury goods to China.

Is the brand a big challenge? No, for Chinese brands, there is more opportunity for a good experience. We can experience its quality and service at close range and broaden our horizons.

The real impact on Chinese brands will be the international two or three line brand.

Zara and other brands have made small tests, but there are more two or three line brands with superior price and advantage in tiger market.

What you can share with your peers is that the adjustment and upgrading must go back to the essence of the product and the source power of its own brand.

When the environment is bad, self adjustment and practice of internal strength are also good. We must stick to our products and strategies.

At the same time, when we talk about the development, we can see the big situation. Perhaps the top business opportunities that some international luxury magnates first capture will give us some inspiration.

At the end of 2008, Hermes took the lead in breaking its brand practices. It opened a 4 man shop in men's clothing, 690 Madison street, New York, and it was a great success.

LVMH followed closely, buying boutique.

After many years of BERLUTI, he has dug up many years of experience in Zegna.

Alessandro, design men's wear and develop men's articles.

LVMH has successfully opened its first men's clothing store this year at HARRODS store in London. Because of its strong financial support, the expansion of the first two years will accelerate rapidly.

PPR, another big group, has also done its best to recruit and upgrade its BRIONI brand design and marketing team to create a more diverse world of male products.

In view of this, the future men's boutique market will see a good play. Competition is inevitable.

Indeed, in the eyes of our people, the word "competition" has not been very popular.

A word from my domestic colleagues has impressed me so far. He said, "if I knock a brand down one day, I will win the competition!" for him, competition means cruel life and death.

In fact, this kind of understanding of competition is not comprehensive. For example, a fashionable consumer with a certain strength often owns and collects bags of different luxury brands.

Find your own way.

In fact, the above men's clothing brand suggests that our market is not only the huge market potential of men's products, but also how to find their own way in the boutique consumer market with brand names to effectively meet the challenges of competition and market.

How do they do it? Careful analysis is not hard to see that successful advanced consumer brands are on their way, rather than blindly copying simply.

Hermes is the first in the world of Harness Leather products. BERLUTI is made of customized leather shoes. BRIONI is the first choice for 007 and the global leader suit. (in their ready-made garments series, there are at least more than 2000 choices for each season's suit fabric).

To put it plainly, while promoting brand, they did not abandon their own traditions, but kept digging and developing them on the basis of them.

Everyone is trying to do two things: build products behind closed doors, look up at the market.

In this way, the reason is obvious. In today's world, the market of Datong, but we can not understand the market by the traditional, flat pie concept. The market should be a 3D three-dimensional cylinder.

The three-dimensional market is driven by the flourishing products.

Each brand should find its own different levels and different points, instead of rushing to it.

The advanced market is effective and clever avoidance of primary market competition (that is, low price competition), and uses diversified and individualized brand strategy and product design to fight for limited resources and shares, thereby further tap the market potential and finally promote the development of the whole industry.

The future of men's goods market will be more brilliant, and the inspiration we get from it should be the code of practice for luxury brands and the cultural persistence rooted in the depths of brands.