Men's Clothing Industry: Mode Transformation Is Fundamental

It is reported that Hai Lanjia company this year for the layout of shops, on the one hand, the location of bad shops to close shop, on the other hand, the new shop focus on the area to upgrade, not to pursue the number of shop opening; at the same time, the electricity supplier mode adopts the online and offline O2O mode, the company's electricity sales revenue grew rapidly, is expected to grow by 300%~400% this year. According to the analysis of the industry, the O2O mode of Hai Lan's home operation has inherent advantages: the company adopts the direct management mode, and the franchisee is only a financial investor, so the O2O operation will not be faced with the problem of profit distribution among franchisees.

In the clothing expert, Shanghai Liang Qi Brand Management Limited company chief consultant Cheng Weixiong looks like, Busen, seven wolves, nine Mu Wang and so on men's clothing brand profit margin glides, is their original pattern decision. "What they do is general distribution and general agent, which means they only offer supplies to agents, and the control of channels is in the hands of general agents and distributors."

At the same time, there are still problems in the positioning of men's clothing brands in China. "High and low can't go to the high-end market, which is inferior to those luxury brands. Instead of going to the low end, they are faster than fashion, popular brands. Positioning ambiguity not only causes the loss of consumers, but also leads to homogenization competition of products."

"Men's wear brands encounter systemic problems, so they need to change from the source. For example, in product design, they should really innovate instead of copying." and the location should be clear, whether to be a brand dealer or a retailer. If you want to be a brand name, you must really do the best of the brand and product, if you are a retailer, you have to manage the terminal well and manage the channel well. Cheng Weixiong said.

In the view of clothing expert Xu Bin, the future enterprises will be Internet based, and all companies will use the Internet means to carry out sales, marketing and promotion. channel management And so on, specifically to the men's clothing industry, that is, online and offline joint interaction, that is, O2O, but the difficulty will be very large, and need to take a longer road. Because the vast majority of men's wear brands are deeply ploughed under the line, a complete warehouse cargo system, supply system, shop opening system and distribution and incentive system have been formed under the Internet. To a large extent, it is necessary to break the original system and rebuild it.

From another perspective, Men's clothing enterprises We should also change our mindset in customer experience. The link between brand and customer must be narrowed down. The traditional way of communication is Brand Company to agents, agents to dealers, dealers to stores, and finally to the terminal customers, so that Brand Company has been unable to pay attention to customer experience of the brand, which also led to customer loyalty to the brand is getting lower and lower. Next, the mode of communication between brands and customers must be changed. Liang Runyi said.

At the same time, men's enterprises need to take full account of men's transformation. consumption Characteristic. Men's consumption groups are generally mature men aged 30 or over. Their aesthetic standards, their demand for products and styles, and their choice of brands are relatively stable. They have better purchasing power and consumption level than the other 35. Relatively speaking, men's clothing market is more concerned about quality consumption.