In the sense of brand, it seems that women's business is always easier than men's business. However, with the awakening of men's self-consciousness, the consumer market has quietly changed.
At present, the domestic men's wear market is facing fierce competition. Many brands are striving for serialization, and at the same time, they are striving to meet men's consumption with the most complete category coverage, and then communicate with consumers around the surface marketing of youth. Perhaps because of this, many brands have lost their accumulated consumer groups for many years, and young consumers have not been satisfied. However, in the eyes of jiumuwang, an expert in men's pants, Huanxin upgrading starts from the brand's own professional pants category, focuses on the core pants category, and starts multi-dimensional joint efforts to upgrade, such as 100 million yuan level communication, entering the shopping center, iterating the image of ten generations of stores, signing cooperation with international famous designers and luxury fabric manufacturers. On 24 June 2021, The king of nine herdsmen even landed on the Centennial Paris fashion week as a trouser category show, and made an amazing appearance on the world stage as an expert on men's trousers. From jiumuwang's thinking, we also see a lot of "he" in-depth judgment of men's wear trend.
Era of big category competition
Men's pants expert jiumuwang
First of all, we should know that the basis of consumption is population. According to the latest national statistics, China's male population is 723 million, accounting for 51.24%, which is far larger than that of women in terms of scale. Secondly, at this stage, especially under the influence of the epidemic situation and the global economy, the change of rational male consumers is very subtle. For example, in the clothing industry, gender differences are clearly reflected in category concerns, Women pay more attention to various categories, but men pay more attention to the configuration of individual core items. According to "2021q1 clothing industry quarterly insight report" released by Shuo Yin, it can be seen that the trend of clothing industry classification is very obvious. Jeans, sweater, casual pants, T-shirt and other categories in men's wear market contribute to the core growth.
We can also understand that the men's wear market has changed from the era of big brand competition to the era of big category competition, especially after 2020. Chinese male consumers tend to be more differentiated, specialized and quality-oriented. Brands like jiumuwang that focus on the development of men's trousers will be more prominent. For example, luxury down canadian goose pie overcome, with the help of blind box can approach the market value of 100 billion bubble horse. According to Alibaba Research Institute's "2020 China consumer brand development report", Chinese brands promote market scale through category innovation, and the overall contribution of category innovation to market scale expansion reaches 44.8%. Therefore, the nine herdsmen King's intensive cultivation in the male trousers category, As a result, the company has sold 100 million pairs of men's trousers, which is equivalent to selling one pair of trousers every seven seconds, and won the sales market position of "the world's leading men's trousers expert". Behind this, there are 19 utility model patents in the field of trousers of jiumuwang, which has accumulated 12 million human body data in the operation. The processing process has to go through 23000 stitches, 108 processes, 30 ironing, 24 manual tests, and has developed strict standards for category and quality of high elastic fabrics with stretching rate more than 4 times of ordinary fabrics. Since it was founded in 1989, jiumuwang started with 12 sewing machines and a pair of trousers for 32 years. Pants have become the most valuable core asset of jiumuwang in terms of products and culture. Jiumuwang knows this better than anyone else. The renewal and upgrading of jiumuwang always revolves around the core value of its own brand, which is the full understanding of men's wear consumer market by men's pants expert jiumuwang, and also the greatest awe of its own brand value. first
Trouser category in Paris Fashion Week
This year's Paris fashion week will officially return and will be held from June 22 to 27, 2021. A total of 72 brands will participate in the event, including nine shepherd king, Louis Vuitton, Dior men, Hermes and vetements, which have all appeared on the official agenda. On June 24, nine shepherds, an expert in men's trousers, joined hands with the former Zegna designer Louis Gabriel nouchi "Maritime Silk Road" series and show capsule series will appear in 2021 Paris fashion week. The grand show was held in the courtyard of the modern art museum in Paris, the capital of art. Nine shepherd King released 42 sets of spring and summer 2022 series with pants as the core. Louis Gabriel nouchi, creative director of nine shepherd king, takes Chinese sailboats, Arabic ceramics, Italian gondola and French joui prints as the core elements, and designs elegant and fashionable prints in pants, which makes the style in the walking of models. The color of this season's product series is soft. It seems that it has been washed by sea salt. The pants are mainly composed of wide leg pants and shorts. The trousers are designed with noble and draping fabrics, mainly made of flax and cotton blended fabrics, light mesh knitted fabrics and environment-friendly silk fabrics, which highlight the lightness and flexibility of spring and summer, and combine with the modern silhouette to express the desire and yearning for nature in a prosperous city. Scene map of Paris Fashion Week 2021 ??
As the new creative director of jiumuwang Louis-Gabriel Nouchi Having worked in Zegna for many years, the brand has always been famous for its high-end fabrics and excellent tailoring. Its design concept of flawless, suitable cutting and elegant design has a lot of similarities with the experts of jiumuwang men's pants. In addition to the show show ?， Jiumuwang also has a series of beautiful capsules, including jiumuwang's black pants, which are sold in limited amount. The stretch rate of the high elastic fabric used is 4 times that of the ordinary fabric. It is comfortable, versatile, non deformable and easy to take care of. It can easily adapt to the needs of men in various scenes. Jiumuwang Xiu capsule series ?? ?
Nine shepherds show national strength
"King of pants in the world"
In December last year, Lin Congying, chairman of jiumuwang group, announced that the original English logo "joeone" of jiumuwang would be replaced by "jiumuwang" in Chinese. In the future, jiumuwang will no longer use English logo. Lin Congying believes that "at present, Chinese consumers love national brands more and have strong cultural confidence in national trends, domestic products and national brands, so it is imperative to practice the dream of brand power." ?? According to the report on the development of China's consumer brands in 2020 released by Ali Research Institute, more than 80% of the goods in Chinese shopping carts were domestic products in the past year. There is no doubt that "product power" and "brand power" are always the core indicators of market competition in the transformation of old brand domestic products. The author believes that in 2021, the core of brand power is how to reshape product power, and jiumuwang's strategy of product power reconstruction mainly embodies the comprehensive innovation of product design, quality and category. First, Louis Gabriel nouchi, a new creative director, was appointed by nine shepherd king. As a representative of the French new and cutting-edge designers, Louis Gabriel nouchi graduated from the prestigious Campbell School of visual arts. During his postgraduate period, he cooperated with Ralph Simmons, who was the design director of Dior at that time. Later, by virtue of his talent and creativity, Louis Gabriel nouchi won the grand Foye department store, the department store of fine arts Agnelle favors and cooperates to launch capsule series.
Louis Gabriel nouchi, creative director, jiumuwang
At the men's wear week in Paris in spring and summer of 2019, he shocked the fashion circle in Paris with his "skin" series of clothes about soldiers' response to war and war atrocities. With the blessing of Louis Gabriel nouchi, The core product of jiumuwang is to form a matrix model to achieve the full age customer coverage from generation Z to working men. In terms of quality, jiumuwang is committed to creating "four good" Pants: good fabric, good version, good style and good technology. Up to now, jiumuwang has obtained 19 utility model patents in the field of trousers, and is also a participant in the formulation of Chinese men's trousers standards.
It is particularly worth mentioning that the king of nine herdsmen strictly selects five international fabric suppliers, including Italy, Germany and Japan, which cooperate with a number of international famous brands such as Zegna, Armani, Hugo Boss, Gucci, burberry and Chanel.
According to public data, on the national day of 2020, the sales of jiumuwang brand increased by more than 40% year-on-year, and the sales of men's trousers increased by 30%. In 2020, the revenue of jiumuwang men's trousers will reach 1.1 billion yuan, accounting for 41.63% of the company's clothing sales revenue. At present, the goal of men's clothing consumption has become more and more clear, and the decision-making is more decisive. If a brand wants to influence them in the content and way they are interested in, The first strategy is the ultimate product force strategy, and then need full-dimensional saturation to build brand power. For a good brand, male consumers will buy quickly after making consumption decisions, and will continue to pay for their favorite brand products. ? With the advent of a more demanding and refined product demand era, "he economy" also began to re-examine itself, far away from the traditional and greasy, and let quality and aesthetics come into their own side. The strategy of "category rise" of jiumuwang brand is bound to accelerate the improvement of competitiveness in this era.
