Understanding Of Chinese Men'S Wear Industry And Lining Brand

Quanzhou's seven wolves, nine Mu Wang and other famous men's brand enterprises, the first three quarters of this year also saw a decline in revenue and profits, indicating that the overall downturn in the industry, one of the main reasons is slowing domestic economic growth and market consumption downturn.

Two of the reasons, the huge impact of Internet sales, according to statistics, this year in Tmall platform "double eleven" men's clothing sales ranked the top five, the traditional men's clothing only Hai Lan's home ranked fifth.

About men's wear industry

1, recently, Busen, Hinur and other men's clothing loss tens of millions, reported birds and so on also appeared profit decline, what do you think is the main reason?

Quanzhou

The famous men's clothing brand enterprises such as nine herd Wang also saw a decline in revenues and profits in the first three quarters of this year, indicating that the overall downturn in the industry was mainly due to slowing domestic economic growth and low consumption in the market.

Two of the reasons, the huge impact of Internet sales, according to statistics, this year in Tmall platform "double eleven" men's clothing sales ranked the top five, the traditional men's clothing only Hai Lan's home ranked fifth.

The advantages of traditional men's clothing online have not yet been extended in Internet sales.

The vigorous rise of the electricity supplier is also a great opportunity and good for traditional men's clothing.

Three, the current environment and industry situation has changed over the years, and men's clothing enterprises need to pform and adjust their business models and methods.

2. What are the characteristics of the male market from other markets?

In the strict sense of men's clothing market, its consumer groups are generally mature men aged 30 or over. Their aesthetic standards, their demand for products and styles, and their choice of brands are relatively stable; they have better purchasing power and consumption level than the other 35.

Relatively speaking, men's clothing market is more concerned about quality consumption.

3, what are the characteristics of men's clothing in the sales channels? What kind of changes should we make in the future?

One of the characteristics of men's clothing sales channels is that the operators and owners of brand shops are mostly franchisees and agents all over the world. Many franchisees are "husband and wife shops", but the strength is weak, but the number is huge.

In today's environment, we need direct outlets, large agents and some powerful franchisees in headquarters to pform to professional retailers. Then we need a professional retail management team and a certain scale to adjust.

From the brand headquarters, it may be necessary to integrate and optimize some franchisees with weak operations.

As for the domestic men's wear brands, there are basically 3000 or so physical shops. In the current form, it is necessary to optimize the shops, close the loss stores, further streamline the quantity (Chen Shixin's works), and at the same time make efforts to meet the needs of the wider consumers by using the new channel at lower prices.

4. In cleaning up inventory,

Comply with the market and the way of consumption, through factory stores and special stores, we can quickly clean up inventory and withdraw funds. From several leading men's clothing brands in Quanzhou, the electricity supplier has also become an important channel to clean up inventory, which is worthy of reference.

Only by withdrawing funds can we survive and develop better.

What is the fundamental reason for inventory generation? One of the reasons is the asymmetry between production and actual consumption demand, which involves all aspects. "Trial marketing and quick replenishment" is an important way to "reverse" symmetry, and is hoped to be strengthened.

In addition, scientific and reasonable product planning and ordering, strong professional retail management and implementation will all effectively reduce inventories.

About Lining brand

3 small points:

1. the market will not give Lining brand more time. In the past 2 years, the mainstream media reports are mostly negative information, inventory, huge losses, management personnel concussion, sports resources loss and so on. Consumers have seen the weakness of Lining brand.

In another 1-2 years, if Li Ning Co's profits and brand operations fail to improve, Li Ning Co's chances of re emergence will be very small. Once the brand name of "China sports first brand" is exhausted.

Two

The company still has some lead.

First, compared to the "aggressive" Jinjiang sports brand, Li Ning Co also has the famous brand red double happiness (table tennis field), Kaisheng (badminton) and other sports equipment business and outdoor, leisure sports brand cooperation.

Li Ning Co is absolutely leading in the multi category and multi brand layout of the domestic sporting goods industry, and the main products of the Jinjiang sports brand are sports shoes, clothing and accessories.

Next, the development momentum of the sports industry is good, and sports equipment will benefit. In this respect, Lining has much more benefit than other brands.

Second, many years of accumulation, the influence of Lining brand still exists, and has a good reputation in the Chinese market.

At the same time, the industry has experienced a slow recovery after adjustment, which is good news for several main local sports brands left behind by the shuffle.

3. Jin Zhenjun and Zhang Zhiyong experienced two rounds of change, followed by the multiple rounds of Li Ning Co management. The combat effectiveness and cohesion of the team have been significantly weakened.

For the new CEO candidate, the author's point of view is to select senior talents from within, familiar with the company's operation mechanism, culture, dealer system, understand marketing and products, and "seize the grassroots" to find executive power, a company of more than 20 years, such talent should be there.