Interpretation Of The Reason Why Men'S Brand Is "Waterloo"

< p > in the past double 11, men's clothing category sales of the top 10 except the battlefield jeep, are all taken by traditional brands, compared with women's clothing category 10, the Amoy brands, Yin man, Han Du, Artka, split silk occupy the top four.

Why did the menswear brand that was once so spectacular decline? Where is their future? < /p >

< p > from the early cultivation of brand name, to the double eleven trend, and then to the traditional brand Qi Qi line, the men's clothing has been leading the development of the domestic e-commerce industry.

But at the same time, we also notice that the brand of the Amoy brand has been falling off in the men's wear industry. The brand of the men's clothes that once used to be infinite is now mostly quiet.

Low key, these brands are not good at performance. Why? /p

< p > < strong > excessive supply, entrance single, < /strong > /p >

< p > > including a href= "http://www.91se91.com/news/index_c.asp" > Tmall < /a > and market, Taobao platform has more than 40 million online men's clothing at present, accounting for nearly 5% of Taobao's total online merchandise.

Men's online products are second only to women's clothing, far more than men's shoes, women's shoes, children's clothing, home textiles and other categories.

As a half of the clothing industry, men's clothing, this phenomenon is also reasonable.

< /p >

< p > but from a different angle, the situation is different.

We will define goods that are viewed, purchased and collected as active commodities.

The average activity rate of men's clothing is only 10%, which means that nearly 90% of men's clothing products do not reach customers every day.

< /p >

< p > this is the embarrassment of all non-standard categories.

Because of the diversity of consumption demands and the non standardization of products, the supply of these non-standard commodities is extremely rich.

More than 800 million of Taobao's online products are mainly contributed by these categories, and the number of online products for women's clothing is even closer to 100 million.

< /p >

< p > but the quantity of online products is not equal to product diversification.

Hundreds of millions of goods are distributed by millions of sellers, who are independent of R & D capability.

Moreover, in the clothing industry, it is hard to say that the "buyer" type of R & D is just a plagiarism through the disguise of packaging, so the effective SKU online needs to be given a discount.

< /p >

On the other hand, on the other hand, it is not easy to get a baby to be found in the hundreds of millions of goods.

In the traditional retail industry on line, as long as there is a stream of people, the store will naturally have the opportunity to capture users.

However, on the online virtual consumption scenario, the access path of users becomes uncertain.

How to effectively match hundreds of millions of online shopping users, millions of shops and hundreds of millions of goods, and realize the diversification of imports is still a difficult problem.

< /p >

< p > excessive supply and single entry make the activity rate of non-standard goods low overall, which is in sharp contrast to the standard product.

In contrast, in the 3C industry, although the consumption of users is very concentrated, the supply of goods in these categories is even less, so the activity rate of mobile phones, notebooks and digital products is higher.

< /p >

< p > < strong > brand concentration is high, < a href= "http://www.91se91.com/news/index_c.asp" > traditional brand < /a > strong, < /strong > /p >

< p > apart from the commonalities of non-standard categories, men's clothing has its own unique characteristics.

< /p >

< p > men's wear is a brand oriented industry.

From the brand concentration of the industry, the brand concentration of men's and men's shoes most directly related to men's consumption is much higher than that of other categories of shoes and clothing bags.

Men's clothing is a very suitable brand management category.

< /p >

< p > but the problem is that the traditional men's wear brand is too strong, which seriously squeezes the survival space of the brand.

In the top 30 brands of men's clothing category, the "a href=" http://www.91se91.com/news/index_c.asp "brand" /a only accounted for 3 seats, while the traditional brands accounted for 90% of the total number, and the turnover ratio was even higher.

Previously, the largest men's wear brand can only linger around 20 categories, but in recent two years, field jeep has successfully entered the class three by creating two types of outdoor style and distribution strategy, creating a new record for men's brand.

< /p >

< p > men's clothing is also a mature industry under offline brand development.

Before and after 2011, the traditional brands were touching the net and quickly occupied a large market.

However, the target audiences of these brands are generally older and face the problem of brand aging.

Relatively young brand positioning is only the mass leisure brand such as Smith Barney and Semir.

Therefore, the market space for Amoy brands is still very large.

< /p >

< p > < strong > single product explosion, homogeneity seriously < /strong > < /p >

< p > if you are looking for jeans, casual pants, shirts and other basic products in Taobao men's clothing, you will find a large number of monthly sales of over 10 million baby, the total sales volume of these treasures can even reach hundreds of thousands.

This also means that a single product brings tens of millions of sales to the store.

If a store can create several kinds of explosions, the annual sales volume of the shop can easily break 100 million.

And this brand also has the chance to list.

< /p >

< p > the number of traditional brands in the top 150 of our men's clothing is only 1/3.

And in the remaining pure line men's clothing brands, nearly half of the brands adopt this "single product strategy", which in a non-standard industry, hard to use the standard playing method to kill a blood route.

< /p >

< p > in the eyes of brand dealers, big sellers are just sellers, and the practice of these single men's clothing brands is even teasing the industry as "selling cloth": the cost of accessories, plus processing costs, plus a little profit is the pricing of these explosions.

In order to build momentum, these brands can even tolerate further concessions.

It is not difficult to see the tragic aspect of this game.

< /p >

< p > the rise of single brand has led to the popularity of the fashion industry and the serious homogenization of products.

The consequence is that the traffic entrance is blocked by explosive funds, and the ecosystem of the platform falls into a vicious circle.

The average activity rate of men's clothing category is as low as 10%, even less than half of that of women's clothing, while the number of online clothing for women's clothing is two times that of men's.

< /p >

< p > looking back at the first batch of men's brand names trying to take the style line, they encountered the traditional brand's strong line and the factory brand's unscrupulous price war in the later days.

On brand influence, they are not as good as traditional brands, and their ability to control costs is not as good as factory brands.

Moreover, these brands themselves are not too competitive in style, so their decline is not surprising.

< /p >

At the same time, we also see that, even in the face of the double extrusion of traditional brands and factory brands, some new styles of men's wear brands are growing slowly. P

The next ten years of men's clothing may be their world.

< /p >