Men'S Pants Expert Nine Mu Wang Began To "Change His Face".

"Changed face".

It is no longer just a "men's pants expert", which is already known to everyone as "facebook", but shows more and more diverse new Facebook, bringing you fresh feeling.

According to the world clothing shoes and hats net, in June 9th, the nine Mu Wang Limited by Share Ltd (hereinafter referred to as "nine herdmen") first hired a famous film actor, Lu Yi, after 28 years.

The image spokesperson makes the men's clothing market that is still in the adjustment is really lively.

Famous for its low profile and stability.

The nine king of the enterprise is refreshing everyone's recognition of it. In fact, this change has begun in recent years: overweight young fashion brand FUN, and developing a new strategy of "platform, multi brand and all channels", and intends to participate in the establishment of "Hangzhou Mu Hua equity investment fund" and set foot in the cultural and educational industry.

For the deep reasons behind "changing face", Lin Congying, chairman of Limited by Share Ltd, pointed out: "the domestic clothing retail market has entered a" consumer sovereignty "era, and consumers have full voice.

In the future, consumers will have higher requirements for the price performance, fashion, refinement and personalization of garments.

The opportunity for clothing brand development is to fully grasp the consumer's upgrading needs. If we grasp the needs of these customers, we can seize the development opportunities of the future garment industry.

Lin Congying further said: "the core of brand management is to return to consumers.

Whether the brand can accurately locate its consumers, whether it can really serve the target consumers well and make them become loyal customers of brand long term is very critical.

On this basis, properly promoting diversified investment can help enterprises find new profit points and enhance the overall ability to resist risks.

In the background of the "men's and women's wear market" in China, which is experiencing unprecedented changes in the ecological structure of the retail industry, all kinds of change ideas of the nine leaders in the "leading Echelon" have made a lively footnote for a number of traditional men's clothing enterprises in China to win sustainable competitiveness.

Establishing the orientation from "men's pants experts" to "new gentlemen"

In June 9th, nine Mu Wang announced the formal signing of the contract with Lu Yi. For the first time in 28 years, the film and television star was hired as the spokesman of the brand image, explaining the new positioning of the brand new China gentleman and helping the brand differentiation.

The news came out, causing a heated debate in the industry.

The "nine pants" expert, known as "male trousers expert", has been well known for its competitiveness in the men's pants Market. Its leading product, the nine men's men's trousers, has won the first place in the market share of similar products nationwide for 17 consecutive years.

But now the nine herd kings obviously want more.

"Brand spokesperson + CCTV advertising" is almost a "standard" road in the 10 years after the end of 90s.

During that period, the majority of garment brands started and grew up in China. In order to enhance brand awareness, recruit agents and franchisees, garment enterprises hired spokesmen to become fashionable.

Kris Phillips, Emil Chau, Tony Leung, Pu Shu...

At that stage, many popular movie stars and singers, who were popular with the public, were all targeted by the energetic clothing brands as spokesmen.

But at that time, the king did not do so.

Today, the domestic men's wear market has gone through 10 years of rapid expansion before 2012, and nearly 5 years of integration and shuffling. A group has already been out, a group is struggling, and a number of outstanding leading enterprises are developing well, and the market is ushering in the split trend of "ice and fire".

The nine year old king who has been working for 28 years has been one of the leaders. At this time, the first time he hired a brand spokesman.

In this regard, Lin Congying pointed out that since its inception, "men's pants experts" has been the biggest spokesman for the king.

In the past 28 years, the king has been concentrating on the promotion of "Seiko quality" and consistently focused on the two consumers' concerns.

At present, when the overall economic growth is slowing down, and the fashion industry has invited the star endorsement marketing momentum to become weaker, the king of nine herd has gone against the other side of the road to make differentiated competition, which is a combination of many considerations and is also based on the thinking of the enterprise's development strategy for the next 5 years.

This is a breakthrough made by nine King Mu to rebuild the brand strategy, which concerns the new image and orientation of King Mu.

In 2016, nine Mu Wang redefined the brand name of "gentry" as "new gentry" for the first time.

Lin Congying pointed out that "new" is the attitude of the mainstream consumer groups in this era.

Under the positioning of "new gentry", they retain the fine qualities of traditional gentlemen, such as modesty, courtesy, and pursuit of quality, but integrate into the updated concepts, including taste, responsibility, achievement, accomplishment and pleasure.

It is the "new gentry Manifesto" advocated by the king of nine herd to elaborate his taste with refinement, to internalize his fate into self-cultivation, to shoulder the balance between career and family, but not to lose his way of life.

The formulation of this brand strategy is based on the market insight of the king's clothing culture and spiritual appeal of contemporary elite men.

Against this background, the strategy of brand upgrading of the nine Mu Wang needs to be fully activated with the image of "new gentry".

To invite Lu Yi as the spokesman of the brand image is to hope that Lu Yi can be the spokesman of the "new gentry" image to lead the contemporary elite men to enjoy a positive and fashionable lifestyle.

According to the introduction, in the second half of this year, nine Mu Wang will introduce the brand marketing content of the new new gentry theme exhibition and the new gentry theme event, and will also cooperate with Lu Yi to launch the star joint name.

While continuing to produce products, King Mu will also deepen the integration with film and television dramas, by embedding film and television resources, and embedding brand related products.

Lin Congying said that from the point of view of the competition pattern of men's clothing industry, if a brand wants to be evergreen, on the one hand, it must always adhere to the dedication and ingenuity of the product, and on the other hand, always insist on creating value for customers.

The individualized demand of consumers is becoming more and more obvious. The production of garment industry has also changed from standardization to individuation. Nine Mu Wang is actively making adjustments, which will further optimize the fashion and edition of products to meet the personalized needs of consumers.

Focus on the new strategy of "platform, multi brand and all channels"

In fact, since 2016, the king has established a new development strategy: "platform, multi brand, and all channels".

This strategy includes: the "Seiko quality platform" represented by the main brand "nine herding king", the high-end trousers brand Vigano has also started, the fashion quality platform represented by J1 and the "fashion platform" represented by FUN.

Each brand focuses on its own market segments, and has its own style. These brands enrich the product dimension of the enterprise, enhance the brand depth, and make the wider customers experience the comfort and happiness of elite fashion life.

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For the implementation path of multi brands, Lin Congying said that the company will create 3 major apparel platforms by means of self-management, investment, cultivation, acquisition and merger, namely, Seiko quality market, fashion quality market and fashion market.

M & A targets must complement each other's resources.

In fact, in recent years, the "FUN" brand with good sales performance and rapid development has been acquired by a few years ago.

Earnings data show that in 2016, the "FUN" brand realized revenue of 74 million 433 thousand and 300 yuan, an increase of 153.14% over the same period last year.

"FUN" has launched a joint venture with the world's leading fashion brands. Its products are becoming more sophisticated and more and more popular among fashion buyers.

In terms of channels, since 2016, nine Mu Wang has improved the efficiency of shops by closing down inefficient shops and integrating resources.

By the end of 2016, the total number of shops was 2779, of which the number of outlets was 889 (82 closed and 94 newly opened), with a total number of 1890 stores (248 fewer, 223 new).

During the period, the gross profit margin of its direct store was 64.97%, and its sales revenue was 812 million yuan. The gross profit margin of the franchisee was 52.90%, and its sales revenue was 1 billion 153 million yuan.

Next, nine Mu Wang will focus on strengthening terminal services through retail pformation, strengthening 4P integration, promoting continuous upgrading in brands, products, channels, sales and so on. It will quickly seize two or three large department stores, take advantage of three or four line city stores, enter shopping center stores, carry out operation of members' micro mall around big stores and member marketing, and achieve the integration of "virtual and real channels".

At the same time, the company will strengthen the stores of different formats, implement the standard retail business processes in line and offline, establish a regional management unit, train small and micro front-line customers, and provide differentiated support to different types of franchisees to promote the franchise business mode and achieve win-win cooperation.

According to the briefing, at present, the nine national key shopping mall optimization project has achieved very good results. The store area of the brands in Yintai group and Wu Shang Group's domestic high quality retail stores has increased significantly, and the sales of single stores after heavy reloading have also increased significantly. The sales performance of some stores has increased by more than 80%, which is very obvious for enhancing the brand's influence in the regional market.

Lin Congying said: "channel integration capability will determine the life and death of enterprises.

I have always believed that jungle or jungle, the integration of online and offline is the trend of the times. Finding a practical way to play is the key to survival.

Simple electric business or simple entity store, or offline operation under the line and offline will be difficult.

Therefore, we will not abandon department stores in the channel integration.

On the one hand, the consumption of physical channels is already getting warmer. On the other hand, local department stores know the root of consumers in the regional market.

On this basis, after upgrading and upgrading of shopping malls, quality department stores will still have a place.

The experience and experience of offline shop management is one of the advantages of our multi brand operation.

Set foot in diversified industries and open up new profit margins

In the clothing industry insiders, Lin Congying led the nine herdmen to pursue a steady "steady" style.

From the two tier market, the stock of King Mu also left a strong impression on investors.

An investor who bought shares of the nine shepherd kings told reporters that in the number of men's wear listed brands, the annual revenue scale of nine Mu Wang was not the largest, and the annual net profit was not the largest. However, its net profit margin has always been in the forefront, and its stock price is not the highest, but the stock returns over the past years are relatively steady.

However, the nine herd king, who has always been known for its robustness, is also making high-profile and diversified layout.

According to the latest announcement in July 10th, nine herd Wang announced that its wholly owned subsidiary, Tibet Industrial Investment Company Limited, nine investment limited liability company, as a limited partner, signed an agreement with Zhongguang Wen Ying equity investment fund management (Shanghai) Limited company. The nine Sheng investment is planned to invest 1000 million in Zhongguang film and television industry Wuxi venture capital enterprise (limited partnership), subscribe to Shenzhen Huaqiang Fang culture and technology group Limited by Share Ltd's non-public offering of investment projects.

Founded in March 2014, China media is the core capital platform to promote the pformation and upgrading of the broadcasting and television industry, and has managed the Chinese film and television culture venture capital fund.

The fund is sponsored by China Guangdong International and 16 national broadcasting and TV stations in the whole country.

Its investment scope includes product innovation in the cultural field, upgrading and upgrading of the film and TV industry chain, the development of cultural copyright and cultural derivatives market, the construction of broadcasting and TV data platform and cloud computing platform under the triple play.

As early as April this year, the king of nine herd announced that he was going to diversify investment.

At that time, 9 Mu Wang announced that its nine Sheng Investment and Shanghai Mu Hua Jin equity investment management partnership (hereinafter referred to as "Shanghai Mu Hua Jinyu") reached a cooperation agreement to participate in the establishment of "Hangzhou Mu Hua equity investment fund partnership", investing in cultural education and derivative industries and emerging industries.

The scale of the fund is estimated to be 1 billion yuan, of which nine Sheng investment is a limited partner of the fund, and the amount to be paid is 100 million yuan.

Shanghai Mu Hua Jin Yu is a fund management partnership established by Mu Hua Education.

Founded in December 2013, Mu Hua education company is a wholly-owned subsidiary invested by Tsinghua Holdings Limited.

The main business of Mu education and its enterprises is the development and operation of online education platform, the production and operation of online courses, the development and popularization of digital campus software system, the operation of online education related media, and the investment and acquisition of online education related enterprises.

For these two diversified investments, he said that investment is the investment layout strategy of the company in the field of cultural industry, and is conducive to promoting the company's "development of elite life style industry group" strategy.

The company will rely on relevant resources to provide a full range of services for the invested enterprises and projects to help the invested enterprises and projects to develop, and will also gain relevant investment returns.

The company is determined to upgrade its business. Under the background of great changes in the apparel retail industry, it will take advantage of the industrial fund to meet the new industry targets.

In this regard, Wang Feng, an analyst with Huajin securities, pointed out that the general development strategy of "combination of industry and finance" has been established by King Mu.

On the one hand, the company intends to invest in clothing brands, Internet lifestyle and related industries, and the upstream and downstream industries of the industry chain, while gaining investment income, it will also cooperate with the upstream and downstream industries to consolidate the existing clothing business.

On the other hand, the company looks for opportunities in the second industry by participating in the establishment of the Hangzhou Mu fund.

Whether in the field of men's clothing, striving for change, intensive cultivation or layout in the field of diversification, it shows the determination of the king to actively change.

However, in the field of men's clothing brand non related diversification, YOUNGOR, seven wolves and other enterprises have been doing for many years, during which there is sweetness and trouble.

The performance of the king in the field remains to be seen.

More interesting reports, please pay attention to the world clothing shoes and hats net.