Chinese Local Men'S Wear Brands Are Rising Day By Day.

< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > men's dress < /a >, with style, it can be roughly divided into three categories: business dress, business leisure and youth leisure.

Although the social environment that breeds these brands is generally similar, their competitive environment and development path are different, eventually forming a different competitive pattern.

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< p > < strong > local men's wear: brand rise < /strong > /p >

< p > business casual men's clothing, compared to other men's clothing subdivision industry, is a relatively "happy" industry, neither internal nor external, is also one of the most representative categories of men's wear.

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< p > Chinese youth leisure > a href= "//www.sjfzxm.com/" target= "_blank" > clothing < /a > brand is developing and growing in the cracks of foreign brands.

The target group of casual clothing for young people is mostly 16 - 25 years old.

The consumption ability of this group determines the low positioning of brand positioning.

Compared with other industries, this is a niche market which is difficult to generate high premium. Scale and efficiency are the key to winning.

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Less than P, however, when the local leisure brand came into being, it coincided with the great success of the international casual wear brand.

It is hard for young local brands to fight against them.

But fortunately, the Chinese market is vast and no one can get through it. YISHION, the latest brand, has won the battle of turning over by virtue of the classic strategy of encircling the city by the countryside.

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< p > now, JEANSWEST, Giordano, Baleno and Esprit are all the declining brands of leisure brands, and the new generation leisure brands such as the United States, Semir, YISHION and so on are gaining more and more young people's favor.

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< p > unlike casual clothing for young people, the price range of business casual men's clothing is very large.

From low-end mass brands to high-end luxury brands, the price difference of business casual men's clothing can be as high as 100 times.

Such a large price range makes the brand have enough space to find its own position.

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Less than P and sports goods industry, men's clothing market capacity is greater, men's clothing market capacity is at least three times the sports industry.

In the sports industry, international giants can move the whole market through the price, but in the men's clothing industry, this strategy is not effective.

The gap between luxury goods and public products determines that no brand can eat and eat together.

And men's wear is an industry that focuses on brand quality.

Too broad positioning will make the brand lack of positioning in the minds of consumers.

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< p > international brands are at the top of the market.

In this market, local brands are missing.

The prices of domestic senior men's clothing brands such as cnndi Road, Satchi, Boswell and so on are comparable to those of the international second-class brands.

And the domestic high-end brand of men's clothing, whether it is YOUNGOR, Shan Shan, Luo Meng, or business casual seven wolves, nine Mu Wang, Liran, the price band will further move down.

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Brands with the same price and style can be differentiated by focusing on P.

For example, seven wolves and Jin Ba concentrated jacket.

In order to avoid competition, geo Lang was rooted in the two or three line cities.

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Less than P, thanks to this dislocation competition, the local business men's wear brand can not only find its place in the market, but also avoid the bitter confrontation with the international giants.

Compared with sports goods, women's clothing and other industries, the top ten brands of men's clothing industry are mainly local brands.

This enables brands to develop at their own pace without worrying about being led to the "ditch" by competitors.

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< p > < strong > Channel: below BELLE, Anta above < /strong > < /p >

< p > BELLE is a model of vertical integration.

BELLE withdrew all agency rights very early.

The whole direct camp mode enables BELLE to manage the terminal effectively and to get feedback from the market in time.

Of course, BELLE's main shopping mall channel has greatly reduced the difficulty of direct battalion.

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The channel of < p > Anta is almost entirely dependent on agents.

But Anta is a relatively strict enterprise in the local sports brand.

In the era of channel dominance, "effective supervision over distributors and their retail sales" is the key to brand success.

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< p > the channel strategy of business casual men's clothing is between BELLE and Anta.

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< p > Li Lang adopted the development path of rural encircling the city.

In the early days, the quality market resources of the two or three tier cities were relatively scarce, and the development of specialty stores was a necessary choice.

And a new brand, trying to build up a nationwide network of exclusive stores with its own strength, is nothing more than an idiotic dream.

Developing agents is the only way to go.

Li Lang is also a brand built on the channel of agency system.

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< p > in recent years, ll has begun to enter the first tier cities in China, and the choice of channel resources is more abundant.

But at present, Leon is still expanding the front-line market with the help of agents.

In February 2008, llon opened its first flagship store in Jinjiang.

However, the company plans to open flagship stores through cooperation with agents in the future.

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< p > the establishment of the nine Mu Wang channel has made more efforts.

Nine Mu Wang started from the first tier cities, made use of the phased dividend of early Chinese department store industry, and quickly opened the market by grabbing high quality department stores, and also created a brand image.

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< p > the early battalion of 9 Mu Wang occupied a very high proportion.

In recent years, nine Mu Wang has increased the intensity of channel sinking, and began to rely more on the strength of agents, but its direct revenue still exceeds 30%.

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Unlike P, which is dependent on the start of the agent, the king of nine herd has infiltrated the two or three line market after the brand has already formed a certain scale and influence. This makes the king of nine herd have a greater say in the game with franchisees.

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< p > 9 Mu Wang has only 9 first class franchisees, and the sales volume they achieve is only 15% of the total sales volume of the king.

Most of the sales volume was completed by the two level franchisee directly controlled by nine Mu Wang.

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< p > flat channel structure on the one hand is advantageous to < a href= "//www.sjfzxm.com/news/index_s.asp" > brand < /a > gaining more profits in the supply chain, but more importantly, it helps the brand strengthen the control of franchisees and terminals.

This control of the channel is the key to the success of the channel brand.

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