The Rise Of Chinese Clothing, Strong Tyrants, Men'S Clothing, Deep Tillage, Subdivision, And Fashion.

In this era, people are changing, channels are changing, technology is changing, and marketing is changing. The only constant is the pursuit of a better life. Performance, quality, service and price are all in line with people's expectation of good life.

In the new round of upgrading and transformation of China's consumption structure, consumers' attention to brand quality has been continuously improved. More high-quality and high value Chinese brand goods are favored by consumers. The concept of national consumption, represented by the new middle class and the post-90's, has also changed quietly. The trust in the quality of domestic products is improving, and the combination of domestic goods and fashion has become a new way of expression for Chinese young people.

With the rise of middle-class consumer groups, "new domestic products" has become an irresistible trend of consumption. On the one hand is the classic resurgence. Many of the traditional brands with a long history are constantly Rejuvening and revitalization through new ways. On the other hand, the development of the Internet and new economy has pushed the Chinese market into a new consumption era with a trend of renewal and speed change.

Generally speaking, domestic goods enterprises have ushered in better opportunities for development. Whether they are expanding further in the local market, expanding overseas sales and increasing overseas M & A events, all show the vitality of the development of domestic goods enterprises. New brands, new categories and new aesthetics have become the most important characteristics of new products.

Nowadays, the domestic goods enterprises in various industries have speeded up their development speed. Among them, with the rise of the new middle class and young consumer groups, and the change of consumer demand from the pursuit of brand to the pursuit of cost performance, the apparel industry has entered a new stage of development. Chinese clothing is showing a trend of becoming younger and trend. From the minority to the masses, the characteristics of private customization are becoming more and more significant. At the same time, domestic garment enterprises are accelerating the pace of overseas acquisitions.

The clothing of domestic products is rising. How to deal with new challenges and opportunities is a must answer for the garment enterprises.

　　 The rise of Chinese clothing and the increase of men's wear area

Since 2001, China's clothing brand has begun to internationalize after China's accession to the WTO. China's manufacturing industry has taken the 1/4 of global clothing output. The entry of foreign brands has aggravated the "no borders competition" in China's clothing industry, but the brand of domestic goods has no advantage in Brand Initiative and pricing power, and the proportion of value in the international apparel industry chain is only 15% - 20%.

Since 2018, foreign brand clothing enterprises have declined in China, and some foreign brands have withdrawn from the Chinese market. There is a high-end trend in Chinese women's wear. The men's wear rate of Chinese products is 2 times that of foreign brands. The national costume is vigorously catching up with the international brand.

In men's clothing industry, the share of Chinese brands is higher, and the industry concentration is on the rise. Euromonitor data show that the TO20 brand market share of homemade men's clothing has remained above 10% since 2008, reaching 14% in 2017, almost two times that of foreign enterprises.

Unlike women, men have lower requirements for fashion diversity, and tidal influenza is not as strong as women's clothing. Business men's clothing category is closer to the standard in the overall style, so the market concentration is higher. Japan's men's wear market data show that the top five men's clothing enterprises accounted for 30% of the market share, and 20% of other developed countries, and there was still room for further development of China's men's clothing market concentration. In particular, fashion casual men's wear and business casual men's wear are the two largest sub sectors in men's clothing market. In 2017, the market scale reached 237 billion 500 million yuan and 204 billion 600 million yuan respectively.

　　 Strong men wear deep ploughing in the field of jackets.

After years of development, Chinese men's clothing enterprises have been improving in brand, marketing, production and management. Business, leisure, outdoor, sports and other products are further subdivided, and men's clothing enterprises specializing in subdivision of products can get market recognition.

In China, a company called "strong tyrant" men's clothing, through the focus and inheritance in the field of jacket for nearly 40 years, took the jacket as the core category to enter the business casual men's wear market, set a strategic positioning around the product category, and served the core customer group with a more focused attitude, and achieved good results. In 2019, it was selected as "China's 500 most valuable brand" with the brand value of 66 billion 827 million yuan, and won the first value brand of Chinese men's wear for 16 years.

Behind the seemingly "excess of substance" phenomenon is the fierce competition in the consumer goods industry and the consumer's "choice of violence". For many new domestic brands, if we want to win in the market competition, it is the best way to firmly occupy the minds of consumers. To achieve this goal, either become the first in this category or create a new category.

Since its inception in 1980, the man has been concentrating on the Chinese business casual men's wear market with jacket as its core category. In the vision of "model of dress aesthetics, home country business model", the "strong clothing" is a mission of "dress aesthetics manager and partner business platform". Through the ingenious product research and development design, strong brand operation management, and robust and complete sales system, the strong men's clothing has won the good reputation of consumers with "style design leading" and "plate type experience", and has become the leading brand of Chinese commercial casual men's clothing.

In 1991, the powerful man made the jacket the core leading product of the brand. In 2002, through the analysis and summary of the market situation in the past 20 years, the male brand of "power monopoly" was clearly defined as "business casual men's clothing with the core of jacket", and the core consumer group was defined by the concept of "creating rich people". Most of the rich people are 30~45 years old, living in one to four line cities, the core businesses in the three or four tier cities and small business owners, as well as business or government officials.

It has been over 20 years old and approved by the China National Accreditation Committee for conformity assessment (CNAS). It is equipped with world-class hardware and software facilities and high-quality personnel. Relying on the national jacket laboratory, the 3D K-WARM 3D "thin" warm "smart" products, energetic jacket, hot coat and so on have been developed.

In addition, in order to meet the personalized needs of the rich ethnic group, in 2001, the NEW was integrated with the development experience of the jacket version 20 years ago. In the whole industry, the jackets version database and the style archive database were first established in the industry to suit the needs of consumers of different regions, ages and preferences, and the products of jackets of domestic products increased by 2019 NEW level. At the same time, it is also the Secretary unit of the national garment Standardization Technical Committee jacket working group, leading to promote the revision of the national standard of jacket, and has been established as the "Chinese jacket color research and development base" by the China Fashion Color Association.

　　 The strong men's clothing starts the brand construction first, the layout diversification, the fashion group development.

Brand is the key to seize the minds of consumers. In 1997, the "CIS" image recognition system was introduced into the "power tyrant men's clothing". It became the brand of men's clothing with the brand new image going to CCTV. With the help of the social influence of the major sports events spread, the centralized high-density communication was carried out in CCTV sports events, and the image and status of the dedicated jacket and Chinese business casual men's wear brand were molded in the minds of consumers.

In order to adapt to the change of customary habit of consumers, the powerful male menswear promptly transferred the brand image and the main position of brand marketing communication from the CCTV platform to the new media platform, and constructed the self media matrix supplemented by the mainstream social media platform, such as WeChat and micro-blog, focusing on news platforms and video platforms. In 2018, leveraging the Russian World Cup, relying on the new media platform, RIBA built "strong moment" and set up the image of brand fashion and youth.

In 2001, the "power tyrant men's clothing" squeezed the price of water and became the first clothing brand to implement the national unified retail price, which enhanced the bargaining power of brands and products, and took the lead in enabling the zero risk franchise system. In terms of channel operation, the strong tyrant men's clothing also launched a new retail exploration, creating a WeChat Mini program for each entity store to break through the time and space constraints, expand shop space, expand business hours, and reconstruct the three relationships of "people", "goods" and "field". In addition, the strong tyrant men's clothing relies on the dress aesthetics housekeeper's professional clothing service, launches "the powerful tyrant to install the service service" the small procedure, from the operator to the traveling merchant, solves the wealth generation group to have no time to shop, also wants to enhance the clothing taste the pain spot.

The dress aesthetics manager is the core retail soft power of the power tyrant men's experience for the end customer service experience. Through the in-depth understanding of the behavior and needs of the rich ethnic groups, the "power tyrant men's clothing" creates a terminal experience that transcends the consumers' expectations with various targeted service innovations. The fitting consultant is the function of the power tyrant men's clothing to endow the terminal shopping guide. The powerful male menswear is committed to enhancing the professional assembly skills and skills of terminal managers and shopping guides. Through their professional enthusiasm and thoughtfulness in the sales process, the consumers can perceive the fashion and specialty of the brand and promote the dress aesthetics of the rich group.

The rapid development of the male garment is facing strategic upgrading. In 2009, "driving the river and entering the sea" in 2009, the operator moved from Jinjiang, Fujian to Shanghai. By leveraging the advantages of talents and resources in Shanghai, it not only successfully completed the disruptive reform of the enterprise management and control mode, but also made the company glow with direct genetic transformation. Moreover, through the exploration and attempt of various products in the field of product development and business mode, the brand brought a richer and more diversified fashion change and development dimension.

Under the new situation, the development strategy of "multi brand and multi item" has been formulated by KB. The main line brand continues to ploughing the leading commercial casual men's clothing, launching the HONG LITTLE, the younger brand of the subsidiary line, and the brand name LITTLE HONG.

It is through the constant exploration and upgrading of strategic positioning, product, brand, operation, service, and strategic upgrading that we find a more promising development direction for men's wear made in China.