Look At Hai Lan'S Home Code AEX'S Next Step, "His Economy".

Men's consumption power is not as good as dogs. The answer is: "his economy" has been seriously underestimated.

Why is male consumption underestimated because of the "glimpse effect"? Is it because people focus on women's clothing and children's clothing and neglect other industries? Therefore, the illusion is that even men's consumption of skin care products exceeds that of women.

And in the fashion industry, two data companies have released the big data statistics for Menswear retail market. You will surely change after reading.

Men's consumption power is far higher than that of women.

The first is Mintel, a market research firm. In the past 2018, the retail market in the United Kingdom was bleak. According to the latest data from Mintel, the men's clothing market in Britain increased by 3.5% last year.

It increased to 15 billion 500 million pounds in 2018, up 500 million pounds compared with the same period last year. It is expected to grow 11% in the next three years. Globally, the market is expected to grow by 14% or more in a similar period.

The second is Boston. According to the Boston consulting firm's 2017 report, China is currently the world's fastest growing consumer market, while Chinese male consumers spend more than $10025 a year.

If the two data companies' reports are still unbelievable, let's take a look at our most basic demographic structure. According to the latest statistics, the ratio of men to women in China in 2018 is 116.9:100, and men are 3000-4000 million more than women.

From the perspective of the revenue of clothing companies listed in 2018, women's clothing enterprises La Natsu Bell achieved 10 billion 100 million revenue last year, while men's clothing business leader Hai Lan's home has achieved 19 billion revenue.

Whether it is population size, per capita expenditure, or men's global market size growth. The consumption power of men is not only breaking the ranks, but also hitting the champion of consumption power.

Why did Hai Lan's family push AEX again?

In London, London Fashion Week, one of the four most famous fashion week in the UK, is dedicated to men's fashion week for fashion elites. This year London men's week will return to the Truman brewery in the east end of London.

In June 7th, a series of fashion shows were held. On schedule, more than 40 British and international men's wear designers, AEX of Hai Lan's family, represented the Chinese brand, and attended the London men's wear week on 8.

Why does Hai Lan's home push AEX deeply? What is the future trend of "his economy"? With the development of new consumption trends, what are the characteristics of male consumption? What is the direction of Hai Lan's family's future targeting of "economy"?

We have three judgements.

1. Men prefer to "face directly".

2. Men like wearing clothes for a long time.

3. Men like to "break the scene".

1. directly to the ability of consumers

Men have high brand loyalty, but they need more opportunities for brand creation, as male consumers are becoming more and more picky. That brand wants to face the consumer, first of all, it depends on the product expression.

Like Prada, a luxury brand in Italy, who particularly wants to focus on Chinese consumers, Prada decided to put the 2020 spring and summer men's fashion show in Shanghai, China.

It is noteworthy that this is the first time that Prada has put fashion shows in cities other than Milan and has been broadcast live in China through WeChat applet.

If Prada's case does not explain anything, it also confirms the argument from another angle: the rise of the garment customization industry, and most potential consumers in the private custom market are men.

According to the conservative estimate of Everbright Securities, in 2016, the potential market space of private custom made garments in China was about 102 billion 200 million yuan, which is expected to reach more than 200 billion yuan in 2020.

Why do more and more male consumers start contacting and accepting private custom services? This is because male consumers believe that by making this way of communication, their values and clothing can resonate more, so the product faces the most direct and effective way of communication.

When it comes to the AEX brand of Hai Lan's home, first of all, the brand positioning is unique: a new city outdoor men's wear brand. This brand concept that breaks the conventional positioning is very innovative, and is in line with the trend of our judgement.

The slogan was loud and the product was hard. This AEX London Menswear Zhou Daxiu is the main city suit style, giving consumers a new concept of outdoors brand.

2. quality is always the best choice for men.

Men are naturally different from women in character and way of thinking, which determines that they have different tendencies and characteristics when they consume. Compared with women, men's concentration is relatively simple.

From the global perspective, on the one hand, low quality and inferior quality are being abandoned by male consumers, just like a fast fashion brand walking on the road of bankruptcy.

On the other hand, the quality of clothing is gradually becoming the primary factor for male consumers to choose clothes.

With the changing social environment, Menswear consumers prefer static braking. The frequency of shopping is lower than that of women, but male shoppers are more interested in quality and style, and choose to buy high-quality clothing.

Fashion is not for men to pursue fashion, but to choose quality clothes that meet their own values. They may buy a lot of clothes with a dress, perhaps because of the good quality and long wear.

AEX has seen this very clearly. Its products are made of high quality fabrics.

For example, the cashmere sweater is made of fine cashmere, the down coat is made of high quality goose down, and the T-shirt is added with bacteriostatic design under the armpit.

The pursuit of quality is displayed in the face of male consumers through sincerity, so it can express AEX's respect for clothing quality and male consumers very clearly.

3. scene switching at any time

Men's understanding of society is different from that of women. Before, there are some requirements for dressing on different occasions, but men now prefer to break the restrictions on clothing and scenes.

Just like the man who just mentioned, the focus is relatively simple. Maybe it is related to the single category of men's clothing.

Formal dress, leisure and sports are the three things that men want to break. For example, sports and leisure wind, originally sports and leisure completely do not take sides of the two styles, is now deeply integrated and shake people's way of dressing.

The sale of luxury goods has become the biggest contributor of the year. The sports brand is robbing the fashion business. The traditional Anta Lining's clothes sell more than sports shoes.

All this shows that when men are about to break the scene and turn to lifestyle, the male consumer market will be radically changed.

At the beginning, it also said that the positioning of AEX is in accordance with the trend. The brand promotes the outdoor style of the city. The London Fashion Week's suit and functional outdoor style mix and match is a pioneer fashion view.

The design of AEX products will perfect the combination of outdoor and city life, express the way of life of new urbanites, and fully express the brand positioning.

On the other hand, according to the 2018 Taobao consumption report, the three piece suit sold 3 million 500 thousand pieces last year, and the men's suit cuff button buyers increased by 27%.

The market potential of segmentation is huge and blank. AEX is well versed in this point and tries to fill this market vacancy.

The man's Sutra of Hai Lan's home

I have always believed that any success must have its underlying principles. Just like ten years ago, the home of Hai Lan, the household slogan, "two times a year, Hai Lan's home, every time there is a new feeling," Hai Lan's home, a man's Wardrobe ".

This seemingly simple slogan is the unique understanding of the male family in the background of Hai Lan's home.

At that time, brand men's clothing was also saturated attacks on category strategy points, such as focused jacket, trousers, shirts, etc. At that time, Hai Lan's home was a new way of life. It was dominated by men's lifestyle brand, and the slogan "men's Wardrobe".

These slogans not only keep male consumers in mind, but also capture the minds of male consumers. The family of Hai Lan can build up its high revenue in the spring tide of 2 "Shuai" shuffling, all of which originate from the original understanding of his economy.

Today, "his economy" is experiencing the third wave of Chinese manufacturing. Today, men begin to pay attention to their image and enjoy life. They are willing to spend money on their clothes and hairstyles. They are much more fashionable and individualized than their previous generation.

At the same time, men like their clothes often mixed with different clothes. This is because men want to seamlessly switch any scene in a day.

Men began to pay great attention to quality and began to get used to taking product quality as the most important factor in purchasing decisions, because they did not like to make people feel that they had no sense of quality.

Therefore, Chinese brands must have a deep insight into who the users are and what users think. More focus on the field of subdivision, with innovative brand positioning and products, to better meet users' needs at any time, anywhere, and heart.