Men's And Women's Wear Enterprises Need To Learn From Each Other.

　　現實中抬頭的新趨勢是，兩條平行線或正在漸漸靠攏，絕緣體正在變成導體，男裝和女裝企業的各自生存和發展正在產生更多關聯，男左女右，男女裝企業平行不交集的現象正在新形式、新潮流與新消費需求誕生的大背影下逐步發生一些新變化----外部環境與內部調整的呼應關照，自我適應和他人體驗意識的覺醒，該來的遲早會來，經驗仍未定型，但動態已然趨進，男裝向女裝學習多樣化研發和精細化管理，女裝向男裝學習大格局成形與高溢價力的獲取，一切充滿對新市場新環境新商業的思索與理解，學習與借鑒，突破與超越，男左女右的“柏林墻”恍若虛設，我們正觀察到我們所認知的曾經踏故習常的老現象正像一條封凍的河流在自然而然的逢春中顫動青萍和泡沫。

The so-called "men's clothing" extensive "is both a kind of regret and a relative market advantage. According to the situation in mainland China, for a long time, men's clothing styles are not many, and the elimination cycle rate is longer. It is often a primary market, but there are two or three levels of market, or even four or five level market. This year can not be sold in the next year, which can be said to be the characteristics of Chinese men's clothing.

In terms of category, men's wear is nothing but a suit, jacket, sweater and so on. Apart from very few fashionable fashion costumes, it is nothing more than a few things. The layout, technology and design are relatively simple. Even sweater with high fashion is more than a round neck, open collar and zipper, and the range is much easier to control than women's clothing. In terms of trousers, men's clothing is not as strict as that of women's wear. It's not a matter of a little fat, but women's trousers are big and thin.

Based on this kind of rough line pose, for a long time, the Jiangsu and Zhejiang corps of men's first team team has laid the foundation for large-scale production with the introduction of the western style clothing and shirts line of the international garment industry. The second party Fujian regiment closely followed its unique geographical advantages, relying solely on the concept of business and leisure around jackets, with brand culture + star endorsement + CCTV bombing + investment agent "rural encircling the city" mode of operation.

Located in Guangdong, its brand size is small but its brand management is relatively fine. The Guangdong legion, which emphasizes its international brand connotation and spiritual orientation through various means, has entrenched itself in the most middle and high-end shopping malls in China. It has accumulated certain brand advantages through marketing and channels, and has strong bargaining power. However, its product manufacturing is still mainly relying on outsourcing production. Apart from having a certain premium capability, it still does not break through the embarrassment of 1000 stores.

In the past two years, the cold wind has blown into the men's clothing industry. Taking listed companies as an example, the three quarterly report in 2014 showed that most of the men's wear listed companies still performed poorly.

To catch up with several "typical" enterprises, the seven wolves accounted for 1 billion 731 million yuan in the first three quarters of the year, down 25.06% from the same period last year, and the net profit attributable to parent companies was 228 million yuan, down 38.74% from the same period last year.

The first three quarters of the year were 1 billion 495 million yuan, down 15.07% from the same period last year, and the net profit attributable to shareholders of listed companies was 306 million yuan, down 27.99% from the same period last year.

In the first three quarters of the year, the company's revenue was 732 million yuan, down 18.76% compared with the same period last year. Net profit attributable to shareholders of listed companies was 33 million yuan, down 166.67% from the same period last year.

The three quarterly report of 2014 announced by the wedding birds showed that the company's operating income in the first three quarters of the company was 1 billion 596 million yuan, an increase of 2.82% over the same period last year, and the net profit attributable to shareholders of listed companies was 127 million yuan, down 18.89% from the same period last year.

In addition to the big environment and the Internet influence, the collective decline of these men's clothing enterprises also indicates an important trend: the era of men's clothing personalized consumption is coming.

China today Male consumption More and more people understand fashion and personality, and the market will be further broken down. This subdivision is not roughly divided by product, age and so on, but a deep subdivision of product style and consumption personality, and this subdivision further deepens with the entry of foreign brands, the development of Internet economy and the younger generation of consumers.

In this trend, men's clothing market has a relatively high degree of market concentration and has a certain brand loyalty. Tidal current The advantages and characteristics that are not as strong as women's dress requirements will be affected or weakened. In the fierce competition, men's clothing products in the past, the big market and the great leap forward era are coming to an end. Chinese men's clothing may evolve from the age of men's clothing to the age of men's wear.

In the past men's clothing rarely had their own version of the house, most of which were copied from the production lines under the industrial production. But now men's clothing is also gradually learning from women's clothing, with their own version rooms and flexible manufacturing, and they will suddenly find that suits and shirts are also beginning to be made in small quantities.

Because Men's wear brand The advantages and resources that we have accumulated in scale, brand and channel are still on the basis. On this basis, "coarse" in "thin" is gradually removing its extensive side. From the perspective of refinement, brand design is more personalized, precise and fashionable. In marketing mode, new tools such as big data and Internet are used to make marketing more precise, while in terminal channel, we should pay attention to store efficiency, flat effect and cultivate retail capability.

In the future, the operation mode of small batch, multi batch and quick delivery is not only the patent of fast fashion or women's wear brand, but also the trend of traditional men's wear brand in this direction, in order to meet the new consumption requirements of men's clothing, and customized service will continue to develop.

In the process of development, the original extensive and homogenous brand and mode will also reveal the opposite sex more quickly. The traditional men's clothing enterprises with more fashionable and personalized brands and a more precise and three-dimensional retail channel network will have the possibility of faster recovery. This will lay the foundation for creating strong men's wear brand groups in the future through capital acquisition, development of multi brand and multi category, and at the same time, it will add a touch of fresh commercial vitality to the development of Chinese men's clothing in the new era.

Integration and change is more like an accidental and inevitable attempt. It enables us to see the clothing ecology from the "left and right" and the "brand life scenes" in the era of seemingly slow melting of men and women border.