Men'S Clothing Industry Will Carry Out Self Salvation Spanformation From Products And So On.

According to the 2014 earnings report, men's clothing enterprises suffered an unprecedented depression: the annual revenue of the seven wolves was 2 billion 390 million yuan, down 13.79% compared to the same period last year, net profit fell 24.19% year-on-year, and the annual revenue of card slave road was 699 million yuan, down 12.41% compared with the same period last year. The net profit attributable to shareholders of listed companies fell 90%. The annual turnover of Busen menswear was 480 million yuan, a decrease of 26.21% over the same period last year, with net profit of -1.04 billion, down by 1820.16% as compared with that of the previous year, while the revenue of Kaiser shares increased by 6.9% over the same period, but the net profit attributable to shareholders of listed companies still declined.

For a long time, the men's clothing industry is more moderate and monotonous in design. The main channel of sales is franchising and agents, while many joining agents are not engaged in the garment industry, so they lack the necessary retail experience. Good designers and marketing talents have always been the two most important factors in the men's wear industry, but the weakness of these two links has led directly to the lack of universal design for men's wear brands. clothing There are serious problems such as serious homogenization, extensive sales links, and lack of brand premium.

But nowadays, with the continuous development of consumption concept and the baptism of foreign fashion brands, men's dress has become more and more simple, and they have paid more and more attention to the design, texture and detail treatment. They hope to show their preferences and personal pursuits through dressing. That is, compared with female consumers, they are more concerned about the external styles of clothing, and male consumers pay more and more attention to the overall quality of clothes.

For example, in the field of high-end customization, he has worked with Italy's high-end brand Luo Luo, to tailor high-end suits for British Prince Charles, star Beckham and many public figures in the country. In addition to ceremonial dress, wedding dresses are also made according to the traditional Chinese tradition. Apart from Western-style clothes, Hinur also launched a large number of fashionable leisure, sports and leisure clothing for the first time. Wang Jinbin, the director of menswear brand, once said that western style clothes as formal clothes and ordinary consumers wore limited occasions, and a large number of casual casual men's clothing had a very wide market. Hinur certainly had to enter the market. After the spanformation, he will be a comprehensive clothing enterprise, and has a full range of clothes that men need on various occasions, no longer just a suit enterprise.

Secondly, the channel spanformation is closer to the terminal market. For example, Bosteng men's clothing has adjusted since last year, spanforming the former affiliate agency mode into a flat direct marketing mode, which means the SPA mode (private brand retailer) is adopted internationally. Compared with the traditional affiliate agents, this model can directly grasp the consumer information, simplify the supply chain, reduce the logistics time and cost, and reduce the risk of demand forecasting, so as to realize the rapid response of the enterprises to the market demand changes.

In my opinion, these spanformations are very necessary. Because in the Internet era, although various concepts emerge in an endless stream, the quality and efficiency of the product itself will always be the cornerstone of the development of traditional garment enterprises. Many new network models must rely on strong offline entity capabilities to achieve solid and sustainable development, which is why more and more online clothing brands are seeking cooperation with traditional physical brands.

However, it is precisely because of the development of the Internet that people are buying more and more clothes. The competition for clothing brands will become more intense in the future. And now the men's clothing enterprises with collective spanformation are still holding the same train of thought in the spanformation of product design and channel construction, so it is possible to say goodbye to the old homogenization and usher in a new homogenization.

In fact, clothing, as a kind of entity that can best show people's personal taste, can not attract consumers' attention for a long time merely by the style itself. Only when a brand has some emotional value, can consumers become attached to this brand and become a loyal supporter of this brand.

This is especially true for men's clothing brands. It has been discussed before. Unlike female consumers' passion for fashion, male consumers pay more attention to quality consumption, which means that clothes can better reflect personal taste. If a brand itself represents a stable, competent, atmosphere, mature and so on, the male workers want to have the temperament, and at the same time has a strong cultural background, so that buyers can wear the brand like this can become the part of the crowd that they expect, then it will certainly win the male consumers who have the relevant appeal. At this time, the purchase behavior is no longer because of the clothing itself, but to meet the psychological needs of male consumers, emotional needs.

　　 clothing Industry veteran analyst Wang Chuanlu also pointed out: "in modern society, men as the main force of society are more stressed than women. Therefore, compared with women, male groups are more likely to be anxious, confused, lonely and so on, but they must make themselves strong. Therefore, if a clothing brand can skillfully cater for this kind of male psychology and let them find the resonance or sense of belonging in the brand, then it will become a loyal consumer of this brand, and the loyalty of men to brand is more stable than that of women. Once a brand is recognized, it will not change too quickly.

At present, Chinese men's clothing enterprises are generally relatively low in brand building. Many enterprises do not even have a complete brand development plan, let alone brand image and emotional marketing should be given due attention. Many strategic adjustment of mainstream men's clothing enterprises only focus on product design itself, but in fact, in the absence of brand positioning, single and fragmented style design can not fundamentally solve the existing sales decline of Chinese men's clothing enterprises.

Of course, there are some objective reasons, too. brand The promotion of talent shortage and the tight funding of enterprises, etc., however, since the self spanformation of the Chinese men's clothing industry has arrived, then whoever can put the brand building and emotional marketing at an earlier level and take action will undoubtedly win the market opportunity in the big reshuffle of the men's clothing industry.