Men'S Brands Need To Change Their Ideas And Find Ways To Meet Their Performance.

In the new year, people began to buy new clothes for their hard year, and the traditional clothing sales season is coming.

"Entering the mall, the price of men's clothing is so expensive that it costs thousands of dollars to wear a cotton padded garment. Now you can buy brand clothes at a discount." Li Yu, who lives in Chaoyang District, Beijing, said with great emotion to reporters.

In fact, the days of brand men's wear are not easy. According to the reporter, in the first half of 2014, the overall scale of China's clothing domestic market continued to expand, but demand remained weak and the growth rate slowed down. Clothing retail sales totaled 418 billion 200 million yuan, an increase of 10% over the same period last year, down 1.7 percentage points from the same period last year.

In addition, a large retail enterprise in the second tier market, according to the statistics of the China National Business Information Center, in 2014 1-6, the retail sales of clothing commodities of hundreds of major retail enterprises in the country increased by 108 billion 245 million yuan, an increase of 2.07% over the same period last year. The growth rate was 4.51 percentage points lower than that of the same period last year, and sales of 219 million kinds of clothing decreased by 2.41% compared to the same period last year, the growth rate was 5.25 percentage points lower than that of the same period last year.

In the face of the collective dismal performance of the brand menswear, what is the cause of the dilemma? Zhu Xiang, an analyst at bLung consulting, said in an interview with reporters that the brand clothing is a high profit. That's right. Some clothing brands can get a maximum gross profit of 70%, but the net profit is only 30%. This is also very high, but it is hard to sell. The sales volume of 400 million to 500 million yuan is a good brand, and 1 billion sales clothing enterprises are few.

"In addition, a lot of advertising is useless, the industry characteristics determine that the advertising efforts of Li Lang and" nine herd Wang "are not very small, but at most it is about 2000000000 yuan sales, 500 million yuan profit, and many advertisements have not risen. They are regarded as successful enterprises in this industry, but that's the same. In order to seize the terminal channel, brand dealers often give channel merchants various preferential conditions, which are eroding the profits of brand dealers. From the perspective of industry chain, the market capacity in the upper and middle reaches is relatively surplus, which is mainly due to the rapid expansion of capacity in previous years. " Zhu Xiang said.

According to the reporter's understanding, compared with the self rescue measures of outdoor sports, children's clothing and home textiles started two years ago, the overall adjustment of men's clothing enterprises was later than that of the whole industry, though in 2013. Destocking And channel adjustment measures, inventory pressure has been reduced, but the effect of active adjustment and business transformation is not obvious, so this year's overall decline in brand performance of men's clothing is just a delayed response to its operating conditions.

Li Peng, a senior researcher at China Commercial Industry Research Institute, put forward his own views in an interview with reporters. In his view, first of all, affected by the macroeconomic, the whole garment industry is depressed. The decline in ordering quantity and rising cost are the primary reasons for the decline of men's clothing brand performance. Secondly, due to the fierce competition in the market, the terminal demand of the textile and garment industry is weak, the terminal sales pressure is large, and the profit margins are reduced, resulting in a decline in the brand profit of the men's clothing industry. Third production enterprises do not really care about the whole internal management system, and the internal friction is very serious, especially in the layout of internal communication and organizational system. In addition, the focus of enterprises is not practical and focused, and the market layout and positioning are not refined.

Wu Yue, a researcher at Chung Hua Pu Hua, stressed in an interview with reporters. Men's wear Brands encounter systemic problems, so they need to change from the source. For example, in product design, we must truly innovate, pay attention to user participation, dig out the most headache and most concerned problems of users, rather than imitate plagiarism; and clear positioning is to be a product dealer or a retailer. If we want to be a brand name, we must really do the best brand and product. If it is a retailer, it is necessary to manage the terminal well and manage the channel well, and consumer reputation is very important.

"In addition, the Internet era is more transparent nowadays, and products are very important. Consumer Pain points, they will not like, why do you often buy your clothes? Really grasp the pain point of users, will make people feel cool, in order to have a sense of brand belonging, trust, and even reach the loyalty of non XX brand clothes, and with the spread of friends circle, word of mouth will rise quickly. Wu Yue further said.