Men'S Wear Big Brands Exposed Declining Performance, And The Lag Of Brand Development Was The Main Reason

"Men's wear brands face greater difficulties than women's wear brands." This was held recently in 2013 in China clothing At the conference, a number of insiders jointly expressed their views. The reporter also found that the third quarter reports published by several men's wear brand companies recently generally performed poorly, and the decline in net profit still became the mainstream. Some analysts believe that the "difficulty" of men's clothing is mainly due to its conformism and lagging brand development.

Men's major brands exposed declining performance

The financial report shows that in the third quarter of this year, the net profit of Burson was 2.1992 million yuan, down 84.59% year on year. The net profit of Kanudi Road also decreased by 29.08% year on year. Similar to the performance of Shinur, its net profit in the third quarter fell by 115.88% year on year, with a loss of 3.175 million yuan. In addition, the net profit of Septwolves in the third quarter was 116 million yuan, down 25.63% year on year; Jiumuwang's net profit from January to September decreased 9.62% year on year.

As a leader in the industry, Youngor, which focuses more on real estate at present, also released its third quarter report last week, which showed that the company's operating revenue in the first three quarters increased by 50.02% year on year, and its net profit increased by 21.74% year on year. However, the company stressed that the increase in revenue was mainly due to the 108.74% year-on-year increase in revenue of the real estate sector. The strong performance of the real estate sector can hardly hide the inaction of the main business. The reporter of Beijing Business Daily also found that Youngor Brand clothing Net profit of business decreased by 37.75% year on year during the reporting period, mainly due to the comprehensive impact of factors such as the year-on-year decrease in gross profit of sales and non operating income.

Lagging brand development is the main reason

It has become a consensus that the clothing industry is in a downturn. "However, the dilemma faced by men's clothing brands is greater than that of women's clothing". Zhao Weiguo, director of the Department of Art and Design of Zhejiang University of Technology, said. The main reason why men's wear has become the hardest hit area is that the brand has failed to keep pace with the times.

"Most of the men's clothing brands have grown up following the 'post-60s' and' post-70s'. Things have changed. Now the real consumption power of the society is the 'post-80s' and' post-85s'. Their needs and shopping habits have changed," said Zhao Weiguo. According to the supplementary analysis of the insiders, Chinese men's wear was mainly practical before. In recent years, it has gradually turned to fashion, and men's wear brands that "stick to their laurels and do not seek breakthroughs" will naturally be crowded out of the market by those "fast fashion brands that are more in line with the tastes of the main consumer groups".

Zhao Weiguo also stressed that not only the trend is changing, but also people's consumption habits are changing dramatically, which makes domestic men's wear brands equally unprepared. The "post-80s" and "post-85s" pay attention to speed, convenience and practical experience. In order to adapt to this change in habits, enterprises must find a balance between e-commerce and retail.

Men's wear brand upgrading emphasizes design

In fact, men's wear enterprises are also introspecting. Some enterprises introduced to the reporter of Beijing Business Daily that China's clothing industry is not lack of brands, "but there are too many brands and the homogenization is too serious", which is also aggravating the downturn of the clothing industry.

However, "whether China designer The Chinese men's wear brands are still in the primary stage and need to be transformed and upgraded. A person in the clothing industry said that he further stressed that the current men's clothing industry is impetuous and lacks a spirit of intensive cultivation, "In the downturn of the industry, many garment enterprises turn to hot real estate investment. However, in the long run, China's men's wear brands have a bright future. In order to achieve its rapid development, domestic men's wear brands should first understand our cultural connotation, and then explore their own uniqueness in clothing design and other aspects."

In June, Youngor gave up Hangzhou Diwang, and then the industry was full of speculation about whether it would return to its main business clothing. However, it is clear that the future destiny of Chinese men's wear is not in the hands of several former giants. "Who innovates more will become the ultimate winner".