Revelation Of Subdivision Of Men'S Clothing (Four): Extension Analysis

Looking at men's wear market from subdivision category

Men's wear has always been a big market next to the women's wear industry. And because of its non standardization characteristics, the product should be diversified and rich. It should be said that there are plenty of brand breakout opportunities in the market.

However, look back at the original brand that grew up on the Internet.

The growth of the brand seems to be a lot of fatigue, not only in terms of quantity, but also on the other hand.

So for men's clothing industry, how can the original brand become viable?

Single style, strong brand dependence.

Although there are hundreds of millions of people behind the women's clothing, there is also an industry difference between men's clothing industry and women's clothing. The path of brand building is not the same as that of women's clothing.

First, men's products.

Relatively relatively simple.

For example, women's clothing can be related to skirt and trousers. Skirts can be divided into short skirts, middle skirts and long skirts. Trousers can extend dozens of items according to their material, shape and style.

But men's wear is basically only pants, with trousers and shorts as length. According to the style, only men's trousers, casual pants, jeans and so on.

Secondly, men's clothing will pay more attention to brand and quality.

This 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.

The Internet brand that cuts into the men's clothing industry will also be restricted by the characteristics of these industries. Moreover, the brand growth path of the men's brand is different from that of the traditional line. This requires a certain amount of time and experience to precipitate and accumulate brand tonal and popularity, which is difficult for the men's brand.

It takes a certain magnitude to make a brand, so you can see that many online brands tend to start with running volume.

Men's chance to play apart and play wolf tactics

Many sellers will often complain that Tmall is becoming more and more difficult. The reason for this phenomenon is that the external environment and the seller's own operation have changed.

First, the whole e-commerce environment has changed.

The rapid growth of traffic has created the brand of the Internet men's clothing, such as the "wave" card, "zero" man and so on, but this bonus period has ended.

With the addition of traditional brands, these Internet brands have failed to compete with traditional brands.

At present, the overall situation of the electricity supplier is that the growth rate of the consumer group is not as fast as that of the business, and the current seller will rely on its endogenous growth to seek growth.

That is to say, businesses must find a market different from their "core" and cut into subdivision areas.

Second, the relative demand of consumer groups has changed.

Male consumers are different from female consumers.

But in recent years, the demand for male consumers is changing.

From the previous style and style did not have a certain pursuit, now slowly began to find their own style.

Good quality, old fashioned products can no longer satisfy the needs of male consumers nowadays.

Therefore, in the initial stage of brand creation, subdividing styles can also play a role in the men's clothing market.

For example, AK takes military style.

Third, the game has changed.

Do you remember the time when the single product was won? Now, the so-called age of single combat has passed, and now the wolves are needed.

Find the right position and focus on style.

According to the data, there are about more than 7000 sellers on the Tmall men's wear platform, and the number of sellers with styles and products is about 40~50.

Business is the number of sellers who have formed their own shops and goods styles in operation. There are about 300~400 households. In addition, there are 200~300 sellers who have ploughed into a certain category and have a certain level of sales, and the rest are potential sellers, about 6000.

It can be said that the vast majority of sellers are struggling with price wars in the 6000 companies, and the competition is fierce.

From the perspective of platform, in order to ensure the quality of the platform is not wasted, and in order to realize the sustainable development of the seller, we encourage the seller to find the goods and shop style to the crowd.

There is just a coincidence. After finishing 626 this year, we found that there were 4 stores selling large yards of men's clothing and entered 50 categories at the same time. Their products have their own characteristics.

Big size men's clothing is very narrow. If you open a physical store online, you may not be able to afford the rent and there will not be enough traffic. But the 4 stores cut into this crowd, focused on products and design, and quickly grew up with the convergence effect of the Internet. And because of the particularity of this group, they can guarantee a higher rate of repeat purchase.

Many sellers worry that in 2014, when Tmall put forward the strategy of branding and fashion, more and more international brands and traditional offline brands will enter the platform. This will not challenge the survival of the brand.

What Tmall wants to do is a all market. If it is the all market, the brand will be classified into high school and low grade.

Although the offline brand is very large, it has many disadvantages, which means that the pformation is very slow, and the brand can not cover all the Internet users.

The key is to identify the crowd and style.

When choosing market segments, we suggest that businesses should start from the category, crowd, grade, basic style, style, material and other fields, and combine their own brand tonality and supply chain advantages to create a high recognition brand style.

For example, the large size men's clothing mentioned before is cut into the crowd of fat people, and the shops that are called home are the special minority men's court winds.

Each seller can arrange and assemble from these subdivision categories to see where the market gap is.

Tips: opportunities for market segmentation

Category: from subdivision to the whole category, such as jeans, down garments, fur clothing, in the subdivision category, men's clothing has not yet appeared strong brand.

Brand name: Levi's, Bosideng

Crowd: big yards, middle and old age, fashion, students, etc., to seize a certain group of people, in order to better integrate with such people into products, so that your products in the restricted population market.

Brand name: there is no familiar brand.

Grade: medium, high, low.

Basic style: Japan, Korea, Europe and America, hip-hop, brand: ZARA, AMH

Special style: characteristic wind, military style, etc., representing brand: Hua Sheng Ji, AK men's clothing.

Material: linen, light weight, cotton and so on, on behalf of the brand: there is no familiar brand.