Crisis Breeds Opportunities For Local Men'S Clothing To Seek Transformation

According to several local Men's wear brand The earnings report showed that the performance in 2014 declined significantly. Among them, the annual revenues of the seven wolves in 2014 were 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 operating income of card slave road in 2014 was 699 million yuan, down 12.41% compared with the same period last year; Busen menswear's annual operating income in 2014 was 480 million yuan, down 26.21% compared to the same period; net profit was -1.04 billion yuan, up to 1820.16% over the same period.

In this regard, Wang Qian analysis of brand clothing sales believes that the scarcity of excellent designers and marketing staff is the main reason leading to the decline of local men's wear brand performance. Wang Qian said that local brand men's clothing generally has such problems as weak design sense, single color and homogeneity of style, which can't satisfy consumers' demand for novelty and difference. In addition, in terms of sales channels, local men's wear brands are mainly based on franchising and agency. Many of them lack retail experience, resulting in extensive sales of men's clothing.

Wang Qian believes that in the face of the new market situation, local men's clothing brands should accelerate transformation and breakthroughs in product design and sales channels. In fact, many men's clothing brands have realized this and have some actions. For example, in terms of product breakthroughs, the men's wear brand is the main suit. Sino The product is divided into high-end customization, wedding series, leisure series and so on, in order to win more market share. In terms of channel transformation, Bosideng has transformed its previous affiliate mode into its own brand since last year. Professional retailing Business management mode, in order to simplify the supply chain, reduce logistics time and other ways to achieve rapid response to changes in market demand.

Wang Zhuo, vice president of China clothing association, believes that the current local Men's clothing industry transformation It is the "machine" that is forced by "danger". Through the transformation, Menswear brand will upgrade the product design and sales channels in an all-round way, so as to find the road of sustainable development.