CHIC Men'S Wear Brand Platform Operation Has Become A Trend.

Market segmentation is a good strategy for solving problems.

Over the past few days, Wang Haiquan is busy with the project of Beijing's first line shopping mall.

In his view, the greater significance of entering the shopping mall is to enable consumers to experience directly and recognize brand styles.

"At present, consumers need distinctive brands and need products with different styles."

As Wang Haiquan, general manager of the Qingdao brand Co., Ltd., the sales volume in the first half of this year increased by nearly 17%, benefiting from consumer support for the brand and bringing confidence to the brand development.

Since its entry into the Chinese market in 2001, it has positioned itself as a "city leisure", hoping to distinguish itself from many "business casual" in the market.

At the same time, it is more clear to lock the consumption crowd into the 25~50 year old man who wants to be fashionable, comfortable and simple to wear.

In March of this year, Wang Haiquan brought the concept of "urban leisure" to the CHIC2014 exhibition.

And in the same arena, Zhou Huiming brought the men's clothing brand NIKKY with "color man" as the brand to write footnotes.

Speaking of the core characteristics of NIKKY, Zhou Huiming, CEO of Ningbo Ya Chu Clothing Co., Ltd. said, "the first thing is to get out of dull and monotonous colors."

Since its foundation, NIKKY has established the brand concept of creating color men. It advocates that men should enjoy colorful life instead of sticking to the rules and limit themselves to dull black and gray.

Zhou Huiming hoped that NIKKY represented not a simple brand, but a way of life, representing a desire for a colorful man.

"In the fierce market competition, enterprises want to highlight the tight encirclement, requiring some precise positioning of the brand.

The more imitation and duplication products on men's wear market, the narrower the development and innovation of the industry.

Speaking of the current lifeline of men's wear brand development, Wang Haiquan believes that compared to the diversity of women's clothing brands, the differentiation of men's clothing brands is not obvious.

Over the years, homogenization of products has become a major problem that puzzles the development of men's wear brands.

Breaking the market has become a good strategy for solving problems.

In this regard, Ray Tibor clothing Limited by Share Ltd vice president Lu Yama also holds similar views.

"China's men's wear brands are accustomed to a thousand armed forces across a single timber bridge, killing in the Red Sea market.

China is the country with the largest number of brands in the world, and the international brand has gone through the age of differentiation, and our brand has not yet paid enough attention to the segmentation market.

In Lushan's view, the brand that grasps the opportunity of market segmentation can be successful. For example, when men's clothing brands were killing men's business men's clothing several years ago, GXG succeeded in winning another path.

"The market is rich and colorful, with a variety of ecosystems. Age, lifestyle and dressing styles can bring different subdivisions.

As long as we seize a market, it means gold.

For Ray Tibor, its three brands, Ray Tibor (Raidy Boer), Ginano (GHILARO) and Ferrante (Ferrante), have been adjusted more precisely after several years of adjustment.

"In the past, we were proud to say that our position is 35~60 years old, but this is the past tense, we have to deal with different groups of people."

Lu Shan said frankly, in the past, Ray Tibor had also taken a detour. The broad positioning may be more profitable, but now only personalization is the vitality, and the future Ray Tibor will insist on this.

Individuality is the life force.

Change can enable enterprises to create more possibilities, no longer limited to the existing, and constantly break through in order to better develop.

These changes and breakthroughs ultimately stem from the change of consumption demand.

Talking about the consumption of Chinese men's clothing, Han Shenjun, the head of Langdi company, thinks that personalized customization represents the future prospect.

The abundance of material causes people to put forward higher demands on the way of life, and the value of customization is recognized.

Most Chinese men are reserved and reserved, so they want to convey their attitude towards life through dressing.

"Now 80, 90 after becoming the mainstream of consumption, consumer psychology has changed, personality and characteristics become a universal pursuit."

In the view of Li Jinzhu, executive vice president of Qingdao Group Co., Ltd., mass customization is the trend of the development of the garment industry. Its advantage lies in its price and efficiency.

From the perspective of enterprise development, Han Shenjun also believes that "after large quantities of

Fewer and fewer meetings will be the only way out.

A few years ago, after a series of surveys of overseas markets, he found that many of the Western garment factories in Italy and Japan were closed, but some personalized, small batch of customized shops still had a lot of market.

This strengthened his confidence and determination to choose the road of advanced customization.

A few years later, the 4 strategy of German industry has ignited the upsurge of global industrial intelligent pformation, and the era of Intelligent Manufacturing Based on Cyber-Physical System (CPS) is irresistible.

On the basis of the focused version technology, the information network technology is integrated into the customized service.

According to Han Shenjun, at the same time, consumers at home and abroad, through the special software system, enter the shape and other data, choose fabrics, models and handwritten personalized signatures. These information will immediately enter the computer cutting bed of Langdi's computer and begin to cut the film, plus some hand sewing. The suit can be delivered to the customers in 7 days as soon as possible.

This mode is different from the traditional custom of "small workshop type", which can guarantee the quantity of products and the speed of delivery. Besides, it is different from the garments produced by industrial production, retaining the personalization characteristics of advanced customization.

When it comes to mass customization, it is difficult to bypass Qingdao's red collar group.

Huge data and professional resources enable red collar to become a leader in mass customization.

Between May and August of March this year, the red collar group went to CCTV news network for the two time, becoming the new highlight of China's garment industry and even the whole manufacturing industry.

In the words of Zhang Daili, chairman of the red collar group, it is described as "the mass customization service is the digitized 3D suit printer under big data", that is, the standard process of industrialization, which produces customized suits.

In the red collar, originally hand-made, the price of custom-made suits tens of thousands of RMB yuan has been reduced to one thousand or two thousand yuan, and the production cycle has also changed from half a year to 7 working days.

Compared with the existing domestic production lines, the average production capacity is about five units per day, the red collar is 1200 suits a day, and the whole process can be duplicated, and the production capacity can be enlarged at any time.

Zhang agent frankly said: "through customized business, we found that the demand for this market is huge, and as long as we wear customized clothes, we will become addicted, and will not change easily."

In his view, real customization brings about a change, a promotion, and the origin of personal dignity.

Rational regression in channel pformation

"Only better satisfy the consumers' innovation is the best innovation."

Gong Zheng, chairman of Jiangsu aldun Garments Co. Ltd., said, "it is the key to make any product that recognizes China and the world market.

Consumers are the essence of retailing, and goods are the essence of retail. "

Whether the market orientation is fragmented or the route of customized service reflects the local men's clothing brand is giving prominence to consumers' humanistic care through products and services.

"Rational regression" is becoming the trend of the times, and the market competition for product pformation is starting.

In recent years, the SPA mode of Alton is famous in the industry.

In the planning of Gong Zheng, in addition to the "full trusteeship" direct sales mode, Alston will create more super flagship stores in more places, so that the terminal will be more convenient for consumers, thus creating a dislocation channel network.

For the current hot

Topic, Gong Zheng said, since 2008, the main construction has been placed on brand building, supply chain management and upgrading of retail management.

First line up the foundation, the future will naturally improve, or professional people to do professional work.

It is obvious that different from the "quick money" that came together a few years ago, the men's clothing brand is more rational in the face of the change of channel.

"Enterprises need to adapt to the pformation of channels so that they can choose ways suitable for brand positioning.

If you can't hold someone else to have an electricity supplier, I have to have some more mindset. Otherwise, enterprises will not be able to operate and develop channels if they get through the channels, which is a great blow to enterprises.

Wang Haiquan said.

"At present, Kalama is gradually trying to try the business of electronic commerce, and haste to fail. First, we must do a good job of the foundation.

For example, the selection of professional talents, the establishment of information platform, the orientation of development orientation, and so on, are all important issues for enterprises to get through the new channels.

To build an e-commerce platform, the first thing is to get through the commodity digitalization system, the ERP Unicom system, the sales channel system, the logistics system, the promotion system, and so on, so that it can become an entire package project, and ultimately realize the brand multi-channel sales mode of traditional shops, PC terminals and mobile phone terminals.

The red collar group is also very cautious about developing new channels.

"Developing entity stores, e-commerce platforms, enterprises need to pay a huge cost in the early stage.

Sometimes, even after being invested, the returns to the enterprises are not significant.

And the red collar hopes to put more energy into products, provide consumers with better services, focus on quality improvement, step by step and steadily develop steadily.

Li Jinzhu said.

Ray Tibor Limited by Share Ltd has always been committed to creating international and fashionable men's clothing.

On the issue of channel expansion, Lu Yama, vice president of the company, said: "products are the core competitiveness of enterprises. If the product advantages are not outstanding, the quality can not be guaranteed, regardless of whether the enterprises choose online or offline, the results are the same."

The orientation and development direction of enterprises are different, and the angles of understanding channels and exploiting channels are not entirely consistent.

Blind pursuit and quick success and instant benefit are not desirable. It is the best choice for enterprises to develop themselves.

Platform operation trend

At present, brand, consumer, channel and mode are changing. The rapid integration of industrial resources becomes a topic that can not be carried away.

For many practitioners, the platform is particularly important.

"Now is promoting platform management, exhibition is a good platform, its important attribute is to create value for Industry and enterprise.

By using the exhibition platform, ports can be opened, such as services and publicity.

Li Jinzhu stressed: "the healthy development of exhibitions is very heavy.