2018 China Men'S Wear Industry Analysis Of The Status Quo, Men Need More "Leisure".

The male economy has been low-key in men's clothing.

On the other hand, the scale is growing steadily.

In 2017, the size of the domestic men's wear market reached 676 billion 100 million yuan.

After years of development, men's clothing industry's production, management, marketing, brand building and other links are becoming more reasonable and perfect.

The pattern of men's clothing has gradually formed an international category layout. Business dress, business casual, fashion leisure, outdoor leisure and other concepts are being finely divided into Chinese men's consumption concept.

The dressing habits of senior white-collar and government officials have also been shifted from the original business dress to a single business, and gradually pferred to the requirements of business casual wear, such as multi occasion wear and comfort, outdoor casual wear and special outdoor style. The demand of high-end people for clothing is more branding, internationalization, outdoor and leisure.

Casual wear is accepted and loved by ordinary people because of its branding and novelty.

Data show that since 2011, fashion casual wear and business casual wear are the two largest sub sectors in men's clothing market, and the market scale in 2017 is 237 billion 500 million yuan and 204 billion 600 million yuan respectively.

In 2017, China's men's casual wear production was about 10 billion 540 million, of which 4 billion 820 million were business casual wear and 5 billion 720 million of fashion casual wear. In the same year, the demand for men's casual wear in China was about 5 billion 491 million, of which 2 billion 541 million for business casual wear and 2 billion 950 million for fashion casual wear.

From the domestic market, the sales and sales rate of business casual wear and fashion casual wear in 2017 is slightly higher than 50%.

Domestic brands dominate leisure men's clothing market, supply chain and brand matrix will become the core competition point of men's clothing brand.

The main driving force for the development of domestic business casual men's clothing comes from three aspects, one is international and domestic.

The trend of leisure is enduring, leisure style and leisure design concept are gradually penetrated into the formal market of clothing market. Secondly, the economic development of our country has brought about the increase of business activities and business casual clothes. The third is that the domestic knowledge elite group gradually becomes the mainstream of Chengdu society, and the growing middle class group has economic conditions and time to participate in leisure activities, and leisure activities increase, which will inevitably increase the market demand of casual wear.

At present, most of the men's casual wear market in China is occupied by domestic brands, and domestic men's clothing brands occupy more than 80% shares, while foreign brands account for about 20%.

At present, the biggest feature of the clothing market, especially the men's clothing market, is to be more rational and individualized.

Rationality stems from the full circulation of information, and consumers value highly priced clothing. Especially in the environment of slow growth of consumption, the costumes of high performance price ratio can usher in rapid development.

Individuation is the inevitable trend of consumption upgrading. At present, consumers' preferences are varied and rapidly changing, and the risk of single brand competition is increasing. The strategy of multi brand collection becomes the future direction.

It is foresight that the core competitiveness of men's clothing market in the future is supply chain and brand matrix.

Supply chain: there are a lot of small factories and small companies in the men's clothing industry, which makes the profit margins of the whole industry continuously compressed, plus the speed of consumers' preference to increase faster, whether the speed of supply chain is fast enough or not, and whether the flexibility is in place is the top priority of the industry competition.

Brand matrix: single brand is very easy to be constrained by the rapid elimination of style reasons. Whether or not it can form a multi brand horizontal alliance form a brand matrix is very critical. In the face of new consumers who are newly loathing and aggravating, many brands and styles can continue to get consumers' popularity.