After Listing In Hong Kong, GXG Of Domestic Men's Clothing Has Been Raised By Cross-Border Joint Names.

Domestic apparel brands are accelerating and business performance is no longer the only indicator.

Recently, the domestic menswear brand GXG has launched the cross-border joint limited series with the popular Japanese doll BE@RBRICK. It combines the key concepts of GXG brand "fashion", "quality" and "metropolis", and integrates GXG X BE@RBRICK China with the 12th anniversary commemorative building block bear image on the clothing, creating a more diversified and inclusive fashion culture for the "fashionable minds". The move marks a further move towards younger brands.

In this series of cooperation, designers have distributed their imagination around "curiosity" and "surprise", drawing out the unique contour lines of BE@RBRICK and matching them with white chalk letters, making the series interesting and visually interesting.

The bold crash design conveys the nature of the explorers who love GXG and BE@RBRICK. GXG X BE@RBRICK jointly launched the summer joint dress, which is a perfect fusion of the IP and the national tide. It is also a successful collision between the world's cutting-edge culture and China's avant-garde fashion.

GXG is not confined to the field of art this time. Rather, it is based on the understanding of young people's minds and caters to the current fashion aesthetic of young people. Take the seemingly simple white T-shirt as an example, the big Chinese bear is eye-catching, and further highlights the building bear.

Last month, GXG X BE@RBRICK jointly launched the Japanese limited block bear "BearGXG" for sale in China, which is designed by the famous designer Kanazawa Hirohito. This building block bear is favored by a large number of new trend icons, such as super high popularity, virtual human imma, Korean pop idol combination 2NE1 member, park Shan Dora, idol group UNINE captain Li Wenhan, creative camp champion Zhou Zhennan and dance genius Wang Chenyi.

In May of this year, GXG x BE@RBRICK has entered Tokyo and opened a joint concept store, becoming a fashion menswear brand in Japan. In June 6th, GXG also launched a series of products with BOY AND HIS BEAR as the main theme in Shanghai. It started with concepts in the new world buyer's shop in Shanghai. The joint products on Tmall and the official website were sold out in just 10 seconds.

As a classic IP image spanning many circles such as fashion, fashion and art, BE@RBRICK was launched by MEDICOM TOY director Aji Ryohiko in 2001. This feature doll added with teddy bear on the basis of the appearance of Kubrick humanoid doll is rapidly popular around the world after its launch. Since then, BE@RBRICK has collaborate with fashion artists KAWS, and luxury brands such as Hermes and Cartire.

It is noteworthy that GXG, Mark Ed Faye and other domestic commercial men's wear brands are relying on the trend of Tmall led electricity supplier to further upgrade the brand image. On the basis of their huge volume and mature online and offline operation mechanism, they are seeking to achieve brand younger through cross border cooperation and other creative marketing methods, bringing fresh feelings to consumers.

In addition to the above initiatives with BE@RBRICK, GXG is moving from China to China to promote the development of China's original power. In from June 11th to 14th, GXG appeared in the world's most important men's Wear Exhibition and Florence menswear exhibition PITTI UOMO.

Behind the many big moves of GXG is solid commercial support. In May this year, the GXG parent company, mosang Group Holdings Limited, officially landed at the Hong Kong stock exchange. Its market value is more than HK $4 billion 200 million.

The group was established in 2007. In addition to its core brand GXG, the group also operates five brands, including GXG jeans, gxg.kids, Yatlas and 2XU, but GXG is still the group's biggest performance engine. In 2016 and 2017, the annual sales volume of mousse group was 3 billion 17 million and HK $3 billion 510 million respectively, and the income in fiscal 2018 increased 7.8% to 3 billion 787 million yuan over the same period, of which GXG brand accounted for 66.1% of total revenue, up 6.2% to 2 billion 500 million yuan compared with the same period last year.

In 2010, GXG settled in Tmall, which set a record of tens of millions of sales of single day sales in double eleven after 3 months of online Tmall. In 2016, Tmall double eleven, GXG exceeded UNIQLO as the highest sales menswear brand, with 12 hours sales volume of 335 million yuan, exceeding the total sales of double eleven in the previous year, leading the industry for ten consecutive years.

The rapid development momentum has attracted the attention of investors. In 2016, LVMH's L Capital Asia (L Catterton predecessor) and Crescent Point purchased 70% GXG shares with nearly 4 billion RMB yuan, L Catterton and GXG were independent of each other, and the shareholding ratio between them was 73% and 27%, which means that the company completed the holding of the company and became the sole brand in Asia holding more than 51% of its private equity fund.

GXG undoubtedly ushered in the best era. The Chinese men's wear market is on the eve of the outbreak. According to the data released by the foresight Industry Research Institute, "China Men's clothing industry production and sales demand and investment forecast analysis report", during the 2016-2020 year forecast period, the Chinese men's wear market is expected to maintain a steady growth of a compound annual growth rate of 13.1%. By 2020, the retail market of men's wear market is expected to reach 979 billion 300 million yuan.

In addition, the majority of men's casual wear brands in China are occupied by the domestic market. Domestic men's clothing brands occupy more than 80% shares, and foreign brands are about 20%. Domestic menswear market concentration showed an upward trend, the top 100 brands of men's clothing increased from 44.6% in 2008 to 54.5% in 2017.

However, since 2018, the meaning of the electricity supplier's contribution has been gradually weakened. For the brand vision, GXG plans to further improve the quality of single product and improve the proportion of quality products through the use of better surface accessories. Under the promotion of quality, GXG will moderately control the discount strength, such as optimizing the original extensive operation mode, giving more benefits to super members, and increasing the turnover while ensuring the increase of profits.

What's more interesting is that apart from deepening the brand image through the usual marketing methods in the clothing industry, and cooperating with domestic high quality fabric providers and cross industry brands, GXG will also put two large screens in the production and design department, play the feedback from consumers on products in real time, and further enhance the brand's product strength and design ability.

In terms of products, mosang group will accelerate the layout of sportswear and leisure wear by using two brands of Yatlas and 2XU. At the same time, it will also cast its eyes on a wider market for women's wear and children's wear. It plans to selectively seek high-end high-end women's clothing or children's mid fashion fashion brands suitable for children aged 2 to 15 years.

Yu Yong, chief executive of mousse group, added that in the future, women's clothing will be an important part of the group's clothing strategy. They are paying close attention to and hatching some new ideas. After the listing, they will continue to seek new cooperation. In the aspect of acquisition, the company has no definite objectives, and both men and women will consider it. When it comes to whether the product will increase in price, Yu Yong said that the pricing of its products is based on the understanding of the market and the result of data analysis, and there is no direction of price adjustment for the time being.

From the initial O2O, to the layout of the whole channel, and to the present listing in Hong Kong, GXG can break through quickly in the homogeneity of the domestic men's wear market, which is fiercely competitive, and on the one hand, it is a boost to the market dividend. But more importantly, it attaches great importance to brand tonality, and dares to break the spirit of traditional fashion brand thinking. GXG's bottom line lies in good business efficiency, and this is by no means a surprise attack.

Under the new business logic, the clothing giants that can subvert the market like the "millet" brand are emerging, and the moshang group is one of the potential players, intending to become "China's UNIQLO".