Fujian Style Men's Clothing: Reappearance Of Fashion Wave

Although the shoe and clothing market is not booming at present, the Shishi women's clothing brand Yi Nu still launched a fashion men's clothing brand called SINUDE and took the literary route in the city last week. It is noteworthy that SINUDE's operator is Wang Yarong, the daughter of Wang Renjiang, the chairman of the board of bin Nu, who had just returned from studying in Singapore. On the evening of May 13th, on the first floor of the Shishi clothing City Art Exhibition Center, with the opening and closing of the record board, a SINUDE man's brand launched the world's first unveiling.

SINUDE is only a microcosm of the new wave of multi brand or new fashion brand of Fujian men's menswear. However, under the new market competition pattern, under the pressure of two more fashionable fashion men's wear sections in Guangdong and Zhejiang, can the men's clothing in Fujian Province effectively integrate the national and global fashion industry resources, achieve rapid response and open up a new blue ocean quickly. These are difficult challenges that must be faced.

Phenomenon: competing for launch brand

For the depressed clothing market, Wang Yarong, general manager of SINUDE Menswear, does not deny that she replied: "SINUDE men's clothing has entered the market at the beginning of the competition, and is aware of the fierce competition and the serious homogenization of the market products. This prompted SINUDE to think about brand positioning when it was founded. Therefore, the company team did a lot of market research in the early stage, and analyzed the consumers and competing products, trying to find out the differentiated brand genes that fit the market demand. Finally, positioning "literary fashion leisure", and strive to create the most literary and artistic fashion men's clothing.

An interesting phenomenon is that most of these sub brands are sold by the two generation, such as the Jinjiang Baxing shoe material menswear brand Ido, and also by the daughter Lin Liying, so they are also known as the two generation.

In the two generation of the brand new journey. Quanzhou shoes and clothing giant Lin peace is quietly brewing a children's brand: rich birds.

"We plan to create a new brand for children's shoes and clothing market, called rich birds, children and children will be covered." A few days ago, Lin Heping, chairman of the rich bird group, revealed in an interview with reporters that in the face of the market downturn, the rich and precious birds group has been thinking about the way to go in the past two years, and the birds derived from big birds are also natural extensions. In the future, children can continue to wear rich birds products when they grow up. We should start to cultivate loyal consumers from the age of children. Lin Ping said so. Another brand breakthrough of fortune bird is the introduction of MG, a health care series, on the Internet at the end of last year. "This series is aimed at people over the age of 40, who sell the concept of health".

In addition to the above two enterprises, nine Mu Wang, Jin Ba, seven wolves, and Li Lang are all planning new brands.

Analysis: why the counter trend promotes the sub brand

Multiple positioning and subdivision Route

Not long ago, nine Mu Wang again stepped out of the new strategy of multi brand strategy through the acquisition of senior men's "wave Ken". It is said that from the point of contact with the wave brands, the signing of the framework agreement has lasted for more than 10 months. "In addition to mergers and acquisitions, companies will continue to focus on new market opportunities and create new brands to expand." Lin Congying, chairman of the nine Mu Wang, said that the reason why the multi brand strategy was put forward was due to the growing maturity of China's clothing consumer market and the increasing number of consumers. The situation of single brand taking over the market has been very low, and most international men's clothing brands have adopted multi brand development strategies.

The acquisition of Lin Congying's emphasis on the operation experience of senior men's clothing accumulated by "wave Ken" will enhance the existing business development of the king. In the past two years, under the guidance of the Chinese dressing style of national leaders, Chinese style clothing is becoming a new trend. It will help to promote the rapid development of the "wave Ken" brand with Chinese elements. In the future, the integration of the two brands of "Lang Ken" and "nine herdmen" will give full play to the synergy of the two.

With the creation of the rich and small birds, the rich birds group will form the multi brand pattern of the six brands of "rich birds", men's and women's shoes, riches and birds, leather, rich birds, men's clothing, "FGN" and "AnyWalk", rich birds and so on. "Every brand and every product has its own position. Many consumers define the age of the rich and the consumer group in the age of 35~50. And we launched the young fashion sub brand anywalk, the consumer group positioning in 16~35 years old, advocating slow down the pace of life of the "slow living." Lin Heping said.

In the past two years, power driven men's clothing has been quietly developing the fashion brand CNCN through the channel of e-commerce. "Strong tyrant men's clothing has been committed to becoming an international brand. However, due to the frustration of the high-end strategy and the no discount strategy, the age of the brand positioning is too large, resulting in an increase in the number of men's clothing. According to people close to the electric power company, CNCN price 300~400 yuan, take the low price route, want to wait for its mature and turn to the offline market.

Or more high-end than the main brand positioning.

Whether it is the development of bin Yi to fashion men's clothing, or the acquisition of senior men's clothing by the nine herd kings, or the extension of birds from birds to birds. Looking at the wave of brand in Quanzhou's clothing industry, there is a rule: sub brands are generally younger, more fashionable than the main brand, or more high-end than the main brand. Only in this way can we enter the niche market of young people and wealthy people.

"The inventory crisis of shoes and shoes has been going on for more than two years. Many enterprises have had a clearer and deeper understanding of the increasingly personalized demand and fast fashion of the market after in-depth adjustment and labor pains. So we have this new wave of brand promotion. Shi Zhengzhi, Secretary General of the Quanzhou textile and Garment Association, believes that this wave is also a deep transformation and upgrading of the industry. It will decide whether the mens can be reproduced for the past ten years in the next ten years. We collectively reflect on finding a way out, and cater for the rise of new consumer groups such as Post-80 and 90 after the establishment of new brands, and new requirements for quality and fashion after 60 and 70.

According to the data, fashion leisure is becoming the fastest growing market in China's apparel industry, and the leisure clothing industry's market capacity is expected to reach 450 billion.

Over the past two years, the pace of development of Chinese men's wear has been accelerating. The local men's wear industry has been divided into business men's wear, men's sports wear, fashion men's wear and so on. After the subdivision of these major categories, their styles are again broken down. For example, fashion men's clothing is divided into design oriented, concept oriented, independent designer and color based. In the future, Chinese men's clothing may go the same way as women's clothing.

　 Test: reshape the tide card road hard

Resources under rapid response integration

For Quanzhou enterprises, which are accustomed to doing business casual men's clothing for a long time, how to remould young tide brands is a big test. Sub brands are not as good as blueprints. In fact, Quanzhou clothing sub brand strategy is not successful.

Some industry observers believe that the new brand is not easy to find its foothold in China's young fashion sector. Over the past four or five years, Fujian Style Men's wear has also set off a wave of brand. However, from the current transcript, the success of the last round of multi brand strategy is rare. For example, the seven wolves have been very poor in the acquisition of AI Du and running multi brand strategy.

"The key factor in the success of acquisitions or self created brands lies in the integration of resources and the fast fashion response after acquisition." Zhang Fasong, a local marketing expert familiar with Quanzhou clothing enterprises, pointed out that under the situation of overall retail downturn, the difficulty of multi brand management integration has also increased.

Another worry is that the boundaries between the two lines of business and fashion in Quanzhou are blurred. This is the conclusion of a media colleague after taking part in the multi brand show.

From the perspective of the development trend of China's clothing market, the cost of building new brands is getting higher and higher, and the success rate is also getting lower and lower. "Besides, the clothing industry in the future may not be as large-scale as the previous production line, but will gradually move towards a fast fashion production mode with less money and more quantity." Shi Zhengzhi said.

Fashion barriers on the licensing Road

"For a long time, Fujian style clothing does not have the right to speak in fashion." Jiang Hengjie, executive vice president of China Apparel Association, once said that China's garment industry is a follower of the western trend and even the trend of Japan and Korea. At home, the earliest perception of the trend is also Guangzhou and Jiangsu and Zhejiang enterprises. Compared with the two major garment enterprises, Fujian style clothing is obviously in a weak position in grasping the trend.

For Jiang Hengjie's comments, Shi Zheng Zhi is also quite recognized. The rise of fashion men's wear will be a new strategic opportunity for China's garment market in the next ten years. It is worth mentioning that the Zhejiang School was the first wave of Chinese men's clothing in the 80 and 90s of last century, and Fujian business men's clothing rose vigorously in 2000~2010. Now, both sides are once again competing on the same stage in the field of fashion men's wear. However, judging from the current layout, Zhejiang and Guangdong are already ahead of us. "They emerge GXG, Taiping bird and other fashion brands, even CABBEEN's R & D center is also in Guangzhou, Guangzhou brand." Shi Zhengzhi believes that Fujian style fashion men's clothing has not been able to catch up with Guangdong and Zhejiang Style Men's clothing.

It is precisely because of the lack of discourse power of the local fashion information center that many of the Fujian men's men's clothing, such as CABBEEN, Nash, L2 and seven wolves, put the R & D design center in Shanghai and Guangzhou very early. Another major advantage of Guangzhou and Jiangsu and Zhejiang is that the garment industry has a solid foundation, whether it is collection of fashion information, or accumulation of talents in technology and industry. "They seized the commanding heights of technology, and the homogeneity of Fujian men's men's clothing was too serious." Shi Zhengzhi said.