Stepping On The New York Men'S Dress Tail, What Is Missing From China'S Men'S Wear?

In recent days, the men's wear week in New York has been over the curtain, choking the scene of Milan men's wear week. Pitti Immagine Uomo has been stirring for 4 days, so that Xu Zhimo's writings are full of classical culture.

"The length of the entrance is not less than that of the red carpet, but the filmmakers are free to shoot everywhere, and the photographers will not object. If someone aligns the lens with you, it's a certainty. To put it this way, the street photos taken from men's posts in the Internet, magazines, media and even WeChat's circle of friends are 80% from here, no exaggeration. Chairman of Ningbo Shanshan clothing brand management Co., Ltd., Ningbo Fashion brand Yu Jiangru, a management company, CEO Lu said.

China's men's wear industry is adjusting.

Like Ermenegildo Zegna group, China has become one of Italy's closest trading partners. Chinese entrepreneurs visit Pitti Uomo to introduce international brands into the Chinese market, while Chinese brands also develop international territory on Pitti Uomo, all of which look quite harmonious. But turning the camera from Italy to China, some problems emerged.

In China, compared with the fierce competition in the women's wear market, the men's wear market has been relatively stable, but this stability was broken last year. Perhaps also related to the impact of international brands, many Chinese men's clothing listed companies declined last year, Wind data show that as of April 8th, according to the SW industry classification, 11 listed companies. Men's wear In addition to the nine shepherd kings, 10 companies disclosed the 2013 annual report and performance bulletin, of which 8 companies had negative net profit growth, the largest decline over the same period of 80%.

On the whole, the 3 companies of the wedding bird, Hinur and Busen share declined significantly. According to the 2013 earnings report disclosed by the 3 companies, the profits of 3 companies belonging to shareholders of the parent company last year were 147 million yuan, 73 million yuan and 6 million yuan respectively, and net profit fell 69.29%, 47.52% and 85.21% year-on-year. The two quarter of 2014 ordered by the seven wolves is expected to have double digit decline. The net profit of YOUNGOR's business is only 644 million yuan, down 21.37% from the same period last year. {page_break}

Although the negative growth is the Chinese mainland. brand But it has already affected the whole Chinese men's wear market. According to the reporter, this year, the whole men's wear retail market is still weak, consumers' consumption intention has not obviously recovered. According to the survey, the retail sales of 100 major retail enterprises this year showed a drop of 5.3% in 1~2 retail sales and 7.3 percentage points slower than the same period last year.

Terminal consumption downturn, government anti-corruption, low price discount of e-commerce, intensified homogenization competition, and declining share of physical store sales have become the common problems faced by Chinese men's wear brands and international men's wear brands. In the predicament, many garment companies have abandoned the extensive growth mode and began to seek new changes. Some men's wear brands began to feel the importance of meticulous management of the channels, and began to decisively close some inefficient and invalid shops. In order to better adapt to the Chinese market, some international brands are also developing online sales.

Orient Securities pointed out in the research report that the overall adjustment of men's clothing is later than the whole industry. After last year's inventory and channel adjustment measures, the pressure on industrial inventories has been lightened, and the brand operation quality has been improved. However, the effect of active adjustment and business transformation is not yet obvious. It is expected that the process of inventory adjustment and channel adjustment will continue in 2014, and the fastest improvement in 2015 is expected.

Looking at the flowers and men on Pitti Uomo, I sincerely hope that the men's clothing industry in China and the whole world will accelerate the pace of development so that handsome guys can fill every corner of the world.