Men's Clothing Is Innovative And Diversified.

　　 Analysis of the situation of men's clothing industry

Overall, the economic environment at home and abroad is unfavorable, and the downward pressure on the overall economy is bigger, which not only affects the export market of men's clothing, but also has great pressure on the domestic market. Affected by serious inventory problems and slowing economic growth, declining domestic sales, orders shifting and rising costs, the export situation of men's clothing is even more serious, and the overall output of men's clothing has dropped. Judging from the whole men's wear market, firstly, the consumption cycle of men's wear products is becoming shorter and shorter, new brands are emerging everywhere, the profit margins of men's clothing enterprises are narrowing, and the benefits of large enterprises are declining, and the survival of small businesses is difficult. At the same time, more and more Spin The upstream group of industrial chain is accelerating downstream. clothing Terminal extension, with the advantages of fabric and capital, expand the field of men's clothing and brand market, and bring greater competition pressure to the existing brand development of men's clothing enterprises. Secondly, the competition between domestic and international brands in the Chinese market is increasingly fierce. International brands accelerate the layout of the domestic market and add new shops quickly, brand channels continue to sink, and the two or three line market has become the focus of domestic and international men's brand competition. Such as Zegna, Armani and other international men's wear brand with strong strength and industry experience, after several years of exploring the first line of market, the two or three line market in China "attack the city", showing strong channel mode power.

In order to reduce labor costs and ease the pressure on raw and auxiliary materials, some men's clothing enterprises have taken the lead in speeding up the transfer to the central and western regions and Southeast Asian countries from the southeastern coastal provinces and cities in China, so as to maintain production capacity and reduce the cost of production links. According to Guangdong clothing Clothes & Accessories A person in charge of the industry said that some garment manufacturers in Guangdong experienced the migration process from Guangzhou to Jiangxi, then to Guangxi, and finally to Vietnam. The low price of labor force, the appreciation of RMB and the relative favorable policies of Southeast Asian countries have become the main reason for attracting Chinese enterprises to enter the Southeast Asian market.

In order to strengthen the competitiveness of the international brand and have a place in the international market, the development of China's men's wear has begun to internationalize. At the same time, domestic men's clothing enterprises also began to enter the international terminal retail market and participate in international competition. Since its founding, the nine year old king has been focusing on the development, production and sale of men's trousers, and became the king of China's market segmentation in 2000. 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 Mu Wang, a qualified male trousers should be cut through 98 streamlined streamlines, 23 thousand stitches, 30 times ironing and 108 sewing procedures. The success of the king was originated from the insistence and persistence of Seiko. It advocated fine philosophy of exquisite workmanship, exquisite workmanship and fine workmanship. King Mu did not purposely pursue gorgeous and novelty, and resolutely refined, elegant, and atmospheric route. Seiko DNA worked for quality. It seems that at the very beginning, the brand had already known the core of the international brand for decades or even hundreds of years. In order to become a world-class brand, in 2012, nine Mu Wang started structural adjustment from inside to outside. It is mainly from the single product to the serialization of goods, which makes the merchandise planning, design, combination, ordering and terminal showing serialization, so that the styles of each series of products are clear. Through the display of goods and combinations on the stage, we can make the merchandise structure of the shops reasonable and cooperate with the brand promotion so as to realize the complete set and the series sales, so as to achieve the continuous improvement of the single store performance.

Facing the adjustment of world industrial structure, expanding international trade and export-oriented export-oriented enterprises is a focal point of YOUNGOR group. In recent years, YOUNGOR executives have been in frequent contact with garment giants in Italy, Japan, France and other countries. Joint ventures have been jointly established in Hongkong and the United States, Japan and other countries and regions to develop their own overseas sales channels by sea. Since 2012, just as China's textile export disputes have been on the rise for four times, the sales volume of YOUNGOR's main products Western-style clothes and shirts to overseas has increased by 120% and 70% respectively compared with the same period last year.

In order to realize diversified development of channels, men's clothing enterprises make full use of network marketing channels, which makes the online shopping market more and more important. On the one hand, online brands are growing rapidly, and their modes and profits deserve attention. On the other hand, the development of online channels has had a certain impact on physical stores, especially low and medium priced stores. Today, the size of men's online shopping market is expanding rapidly, becoming the second most popular category after women's wear. Men's online shopping consumption fluctuated seasonally, and a large number of promotional activities made men's clothing sales the highest in the fourth quarter. Unlike women's attention to the styles and styles of clothing, male consumers have a strong purpose in online shopping, and they attach more importance to product quality and taste, and have strong brand dependence. Men's clothing business enterprise geographical distribution characteristics are obvious, mostly concentrated in Fujian, Zhejiang two men's clothing production gathering place. For example, the seven wolves set up a model for men's clothing business with pyramidal distribution mode. According to the China Electronic Commerce Research Center, in the third quarter of 2012, seven wolf brands ranked the top five in men's clothing in Taobao men's clothing business, with a turnover of more than 60 million.

　　 Analysis of the development trend of men's clothing industry

Economic growth is slowing down, inventory problems are serious, and the international big food market. Chinese men's clothing is looking for development in internal and external troubles. What's the future trend of China's men's wear? It can be summed up as follows: first, more men's clothing enterprises are committed to enterprise information construction and modern management, using advanced equipment and modern information technology to speed up the deep integration of enterprise information and industrialization, and improve the rapid reaction ability of enterprises.

With the rapid development of commercial development and technological progress in modern society, enterprise informatization has become an important support for enterprises to improve their market competitiveness and achieve sustainable development. A senior executive of Fujian style menswear said at the annual meeting of internal marketing, "YOUNGOR has staged a miracle of inventory disappearance through the business intelligence solution, reducing the order response capability and production cycle by half, and doubling the inventory turnover rate, saving 250 million yuan of inventory cost". Through the construction of information management platform, the "four in one" of logistics, information flow, capital flow and "workflow" can be realized to achieve highly integrated information, enhance operational efficiency, and provide accurate information basis for business decisions. From IBM to PLM, and then to ERP, nine Mu Wang also set a beautiful arc on the road of information construction. In September 2009, nine Mu Wang joined hands with IBM to create a benchmarking supply chain for China's men's wear industry. As the largest information technology and business solution company in the world, IBM helps the nine manufacturers to optimize the design of their core business processes and performance indicators and organizations with the supply chain design and planning process design as the breakthrough point. The project increased the ratio of replenishment and increased inventory turnover. In July 2011, the PLM project started at its Xiamen operations center, and the project was successfully launched in February 2012. In March 2012, the ERP project was launched. King Mu has identified the forward-looking and scientific information construction as the way to win the road of the enterprise to the future. After years of information construction, the nine Mu Wang has formed a new integrated mode based on information management platform, laying the foundation of a century's brand.

Secondly, the development of men's wear market tends to be personalized. Men's wear brands will further segment the market and consumer groups. The market competition of men's clothing enterprises will further aggravate, and the innovation ability of men's clothing industry will be further improved. With the continuous expansion of the personalized consumption demand of men's clothing, tailored and hand-made sewing and other series of senior suits in men's clothing are gradually becoming popular. Tailored customization is increasingly favored by some fashion consumers. In the advanced custom men's clothing enterprise, the innovation path of Qingdao red collar group is worth learning from and thinking. "Based on the local and global perspective, we focus on the whole life cycle solution of the suit, and provide a one-stop personalized service for customized customers of the global suit, and create the first brand of the senior supplier of suit market." This is what the red collar group hopes for the future. All along, the red collar is committed to improving the technological content of products, strengthening the research and development of new products and new technologies, and introducing skilled personnel, thus effectively promoting the construction of technological innovation system of the company. In December 2011, the red collar technology center was identified as the "Shandong provincial enterprise technology center". The company has obtained nearly 20 patent licenses such as "human body angle measuring device", and has developed more than 10 high-tech products such as "green environmental casual pants" and "nano self-cleaning shirts". In order to carry forward the brand advantage, the red collar also developed independent intellectual property rights software, and established a positive database covering 99% of the human body, covering 5 categories of suits, trousers, shirts, vest and coats, exceeding 300 billion types. The red collar Western-style clothes adopt the "European version" Western-style clothes as the master plate, combined with the Chinese stature characteristic to make the revision, has formed the unique red collar edition type through millions of volume practice and many technical improvements.

Thirdly, the development of men's clothing will be diversified. The new trend of cross-border cooperation and joint operation, fast fashion and slow life will bring new opportunities to the men's wear market. For example, the relevant garment enterprises are relying on cross-border development, seems to accumulate more wealth in a shorter time, and the overall business has also been developing rapidly. It is understood that in 1999, when the headquarters of Shanshan moved to Shanghai, they began to implement diversification strategy. At present, the technology of Shanshan has become the largest domestic manufacturer in the field of lithium ion batteries, anode materials and electrolytes, and ranks among the top three in terms of technology advancement and scale. Shanshan also actively entered the field of trade circulation. For example, Ningbo Airport Logistics Co., Ltd., which is controlled by Shanshan, is a state level bonded port area approved by the State Council. It has been granted direct clearance and is becoming the leading integrated logistics service provider in China. According to the third quarter performance report of Shanshan 2012, the lithium battery material industry achieved a net profit of 67 million 10 thousand yuan during the reporting period, down 8.56% from the same period last year. Investment business achieved net profit of 48 million 770 thousand yuan, an increase of 42.43% over the same period last year. Some analysts believe that although the company's lithium battery material net profit has decreased, but due to the first half of 2012 lithium battery industry performance in general, while the price of lithium cobalt oxide cathode material continued to decline, the company's lithium material business performance is relatively normal.

In addition, the business model of the menswear retail market will be further innovated, including the comprehensive store mode, the lifestyle experience Museum mode, the clothing supermarket convenience store mode, the multi brand collection store mode, and so on. Designer Brand integration store mode, buyer selection concept store mode and single product specialty store mode will become the commercial trend of men's wear market. At the same time, the commercial marketing mode of men's wear market will be diversified. The emergence and growth of new media marketing and interactive marketing will promote the transformation of business thinking. Men's clothing marketing network will develop towards a compound and three-dimensional way. E-commerce, membership clubs and other new modes are developing rapidly, and new marketing methods such as participatory marketing and implantable marketing emerge as the times require. Thin marketing has become a hot topic of concern. Among the official micro-blog established by many Chinese clothing brands, brand image and brand culture have become the main target of brand new media. For example, the brand name of Shenzhen, the brand of cuddon, is a fashionable men's clothing brand, which is located in business casual. Fresh fashion, high quality, high profile, Seiko and other characteristics are undoubtedly the performance and highlights of its products. The micro-blog marketing of Jue Du will become the case that Chinese men's wear conveys the brand spirit at present. Jue brand highlights the characteristics of "fashion but not exaggeration, appropriateness, compatibility, individuality, luxury but no taste". At the same time, the product is more modern and design, and is very suitable for men with good taste. Jue brand and products are neither traditional nor avant-garde, neither Street nor outdoor. It is more suitable for modern high-end office buildings and social places. Accordingly, in the process of building micro-blog platform, around the core strategy of "paying attention to men's concern", Jue Du built a platform for displaying men's characters, emphasizing the taste and texture of original or forwarding text and pictures to reflect the high tone of micro-blog in line with its brand and product. At the same time, continuous interaction with audiences is also an important reason for micro-blog to win a lot of attention in fashion men's wear. As for the effect of micro-blog communication, the evaluation of an industry personage is: "with the help of new media, the careful transmission of brand spirit and culture will eventually become an effective driving force for the brand to accelerate its value-added, and at the same time, the brand will have more details in the audience."