Who Can Represent The Future Of Chinese Clothing In The Past 30 Years Of Reform And Opening Up?

In the past 30 years, the magnitude of the world has changed greatly.

Is China's fashion and fashion industry not the same?

The rich and colorful contents have been condensed for 30 short years.

In this extraordinary development, Chinese garment enterprises have created one legend after another.

Anyway, this is a great era worthy of remembrance and remembrance.

We do not expect to complete a grand narrative lasting 30 years - for anyone, it will be a task that is almost impossible to accomplish.

We just want to pick up some details and fragments of history.

We believe that through the light of miracles, by capturing the details and fragments of history, we can also find the inevitable rule of historical development.

Although Kant said, "understanding is not what we can see with our eyes."

However, there are also philosophers who point out that both sensory perception and intellectual cognition have the same strong ability to see and have the ability to listen to the essence of things.

We believe that in a quiet state, watching and listening to the world is often easier to get close to the true colors of things.

As Lippmann said, "we are looking for ourselves from the outside to the inside, from the near to the far, and we are going to deliberate, sum up, imagine and speculate what is going on inside, what it means yesterday and what it means tomorrow."

What does tomorrow mean?

Those enterprises that created miracles in the past and today will still be miracles tomorrow?

I have been thinking about the future.

In retrospect, it is better to move towards the future.

In commemoration of this great era, we do not want to be more deeply rooted in the past and pay more attention to the future: what is the future of Chinese clothing?

Who can represent the future of Chinese clothing?

Capital driven, manufacturing outsourcing, price war and advertising war...

Used to be the main products of men's clothing network direct selling pioneers to expand rapidly, but now, as the market matures and consumer behavior becomes more rational, the direct selling of shirts network begins to return to the essence of clothing.

To observe, like many fashion magazines, there is a vivid model on the cover of MasaMaso's direct investment magazine. Unlike almost all fashion magazines, the handsome guy on the cover of MasaMaso magazine has a pet dog in his hands.

When filming the issue of the issue, a MasaMaso executive who always felt that something was missing was overlooking the puppy in his girlfriend's arms and putting the puppy in the hands of the model.

So, there is a distinctive cover.

It is generally accepted that only through continuous innovation can we succeed in today's increasingly fierce market competition through differentiated marketing, differentiated products and differentiated competition.

This is no exception to men's clothing online marketing mode.

After experiencing a lot of doubts and criticisms, the men's clothing direct sale mode with shirts as the main products is trying to show people a brand new face -- advocating R & D design, praising supply chain management and focusing on product quality.

What is more noteworthy is that after experiencing the exaggerated performance led by e-commerce, this new business mode is returning to the essence of clothing.

The threshold for entering the field on the Internet is not high enough.

As a result, the "crash" phenomenon naturally appeared on the Internet, and a "blue sea" turned into a new "Red Sea".

It should be said that in many men's clothing online direct selling brand, MasaMaso is too late to arrive late, before her, as many as dozens of pioneers appeared.

PPG, founded in October 2005, took only 1 years to increase the daily sales of shirt products to tens of thousands of pieces, close to or even surpassing the level of famous traditional men's clothing brands with a history of more than 20 years.

What is even more refreshing is that PPG has neither production plants nor sales terminal entities. It has achieved such a success by relying solely on a website and call center.

In the eyes of people, this business model is a myth. No matter it looks or sounds, it is perfect.

Stars are in the front and emulators are behind.

Soon after PPG became a big star, a large number of competitors came and came.

VANCL, BONO and so on, dozens of men's wear network direct selling enterprises, and even other traditional industries, enterprises began to imitate PPG mode.

The development of this new business model reached its peak in 2007.

Among the two key words of China's clothing industry in 2007, one is "capital" and the other is "e-commerce".

An interesting phenomenon is that dozens of men's clothing direct selling websites with shirts as the main products have the same style: the same gorgeous colors, the same column settings, the main products are Oxford shirts, the price range is mostly 100 yuan ~250 yuan, the same low price, discount...

A well-known person in the industry even said that his strategy is to imitate PPG as much as possible - since a pioneer has made a way out for everyone, why should he take the risk of taking a new road?

There are no differences. Even registered trademarks are all foreign words. This is generally considered a clever move, because it brings infinite imagination to those young consumers.

In fact, it is not difficult to copy the business model of PPG.

In the clothing industry, men's shirts are relatively standard products, and supply chain management is relatively simple.

Under the background of excess production capacity, it is not difficult to find a processing factory, and through the call center and Internet direct selling mode, there is no need to spend years building channels like traditional enterprises.

Therefore, the threshold for entry into this field is not high.

Therefore, on the Internet, there is a natural phenomenon of "bumping into shirts", and a "blue sea" has become a new "Red Sea".

Besides selling at low prices, consumers can buy clothing products through e-commerce, direct mail, physical stores, etc., but no matter what time, consumers will not lose their demand for products because of channels.

Some commentaries say that if we want to find some justification for the success of PPG, there are only two points: one is because of men's shirts, and the two is because of the benefits.

For the first point, there is no doubt that its subtext is product standardization. For the second point, there are many objections: what is the real benefit?

How can we achieve real benefits?

In fact, most men's clothing network distributors interpret "real benefits" as "cheap" or more straightforward "low prices".

"Dozens of dollars and one piece" has even become the core of advertising investment strategy, marketing strategy and product strategy of some men's clothing distributors, and even the core reason for success.

On the surface, the low price strategy can, to a certain extent, "break the psychological base price of potential customers", fit consumers' subconscious mindset that online shopping is cheaper than offline shopping; however, this strategy just deviates from the essence of clothing.

For some shy young consumers, low prices may be the first demand; but for most business people who pursue high quality life, respectability is their real idea.

Those who sell the cheap brand men's online distributors think they have grasped the essence of e-commerce, but they ignore the most important thing: they sell an ordinary and special commodity -- clothing.

In fact, it is precisely because of this strategic deviation that almost all men's clothing network sales lead to a dead end, and are trapped in the mud of poor quality.

On the Internet, consumers' praise for "cheap, convenient and fashionable" of this new consumption method was quickly replaced by criticism of low grade and poor quality.

In this case, MasaMaso, as a latecomer, decided to act in a different way: return to the essence of clothing and let competition return to commodity power.

In fact, this is an empty space for men's clothing network sales.

Although it has also adopted conventional marketing methods such as online shopping, direct investment product catalog, call center, etc., MasaMaso has gone through an industrial driving route that advocates fashion and quality.

This pattern seems to follow the rules, but it can stand out among the many peers, and draw the distance from peers. It relies on product quality and product design to win consumers, providing consumers with excellent fashion design, excellent product quality and personalized service that can really play the potential of network interaction, and the price is low compared with traditional enterprises.

On the website of MasaMaso, LEGGIUNO, the famous lining manufacturer, the German steed, the crystal giant, SWAROVSKI, the only manufacturer of modle, Lenzing, has a history of 100 years.

It is placed in the position of "partner".

The fashion sense and the details of its products can make consumers palpitate.

Compared with most of its peers, MasaMaso did not offer promotional price of "spitting blood". On the contrary, its price is generally higher.

However, this has not become an obstacle to its sales.

Some time ago, MasaMaso did some tour exhibitions in some high-grade office buildings in Beijing, and found that the more high-grade office buildings, the higher the recognition degree.

A MasaMaso executive believes that on the Internet, consumers are more and more accepting of prices, and products with high cost performance and strong sense of fashion are rare here.

Customers will not give up the demand for products because they are cheap, and online shopping is only a channel problem. The real core of clothing is design, version and quality.

"Consumers can buy products through e-commerce, direct mail and physical stores, but they will not lose their demand for products at any time."

He said.

It is not important to establish a model of E or surnamed Yi, and the important thing is that the operation of enterprises will eventually return to the fundamentals.

The phrase "we are not selling shirts" will really cheer the IT workers who have built the great dream of the Empire of electronic commerce, but also make the consumers of men's online direct selling puzzled.

For most of them, the purpose of clicking on these men's homepage is not to realize the great empire dream of electronic commerce, but to buy several fine quality and fair price shirts.

Some industry observers pointed out that as men's clothing network marketing enterprises, first of all, we need to have a clear positioning: are you a brand of clothing or a brand of B2C e-commerce platform?

After all, different positioning will inevitably lead to a completely different development trend and destiny outcome.

Now, in the men's clothing network direct sale business, one kind is Taobao's small shop, the shop's quantity is very big, but each shop scale is not big; another kind is the enterprise behavior, like PPG, is operated by the electronic commerce company's way, relatively speaking, is not professional enough in the clothing aspect.

MasaMaso, as a latecomer, is located.