The Status Quo Of Men'S Wear Industry: Old Men'S Clothing Is Growing Steadily, Fashion Men'S Clothing Is Becoming A Climate.

< p > 2012, despite the continuing economic downturn at home and abroad, men's clothing enterprises, especially the old men's clothing enterprises, still achieved good market performance.

In the past three quarters, the annual growth of men's clothing business is not a big problem, but under the influence of the big environment, the overall growth rate will decrease, and at the same time, it will also face the problem of inventory rising.

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< p > with the increasing consumption ability of Post-80 and 90s, fashion men's clothing has become a new force in the men's wear market and will play an increasingly important role.

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< p > for the domestic men's clothing enterprises, multi brand is still a mainstream development mode.

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< p > < strong > the old men's wear enterprises grew steadily. < /strong > < /p >

< p > 2012, with the continuous economic downturn at home and abroad, the domestic men's clothing enterprises, especially the old men's clothing enterprises, still achieved good market performance.

From the list of men's clothing enterprises, although the annual performance report has not yet been released, most of the first three quarters of the business revenue and profit have achieved varying degrees of growth.

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< p > the first three quarters of the year, YOUNGOR, as an old man's clothing enterprise, although it was dragged down by the investment sector, its overall performance declined. In the first three quarters, its operating income decreased by 3.9% to 7 billion 717 million yuan, and its operating profit dropped 21% to 1 billion 425 million yuan, but its < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > a target= "_blank" href= "_blank" > clothing < < plate > the performance increased 30% over the same period.

In the first three quarters, YOUNGOR's own a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing < /a > business income increased by 13%, accounting for 74% of the income of textile and garment sector up to 74% (51% in 2011). The number of stores in the three quarter increased by 111 to 2636 at the end of 6, and the rate of expansion was faster.

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< p > the first three quarters of Shanshan increased operating income by 36% compared to the same period last year, and realized a year-on-year increase of 7.2% in total profits.

The budgetary revenues of the budgetary members are 116% of the total budget, 83% of the annual budget, 92% of the total budget, and 70% of the annual budget.

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< p > the first quarter of the three quarter realized operating income of 2 billion 513 million yuan, an increase of 19.71% over the same period last year, achieving a net profit of 402 million yuan attributable to shareholders of listed companies, an increase of 39.30% over the same period last year.

Seven wolf company expects that the order will increase in 2012, and it is expected that net profit will reach 536 million yuan to 618 million yuan in 2012, compared with 412 million yuan in 2011, an increase of about 30% to 50% over the same period.

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< p > News birds achieved 1 billion 714 million yuan in the first three quarters, an increase of 28.77% over the same period last year, achieving a net profit of 341 million yuan, an increase of 36.78% over the same period last year.

The main reason for the growth of its performance is that the sales of the main brand good news birds increase steadily with the increase of stores and stores. The gross profit margin of the bird group buying business is enhanced, and net profit has picked up significantly. The implementation of multi brand strategy has achieved initial success, and the HAZZYS brand outlets of agents have increased rapidly, and sales have achieved rapid growth.

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< p > 9 Mu Wang achieved business income of 1 billion 782 million yuan in the first three quarters, an increase of 20.5% over the same period last year. The net profit attributable to the parent company owner was 471 million yuan, up 30.4% over the same period last year.

Analysis shows that the main reason for its growth is the growth of the company's sales terminals and the improvement of single store performance.

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< p > the first three quarters of Busen achieved operating income of 490 million 691 thousand and 500 yuan, an increase of 1.24% over the same period last year, and net profit of 33 million 115 thousand and 200 yuan, an increase of 6.68% over the same period last year.

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In the first three quarters of 2012, the company's operating income in the first quarter of P, which was listed in 2012, was 395 million yuan, an increase of 38.27% over the same period last year. The profit grew by 64.13% compared with the same period last year. The net profit of shareholders belonging to the listed company was 93 million yuan, up 61.78% over the same period last year.

Annual net profit is expected to increase by 40%~60%.

The company said that as of the three quarter, there were 407 stores, 229 direct outlets and 178 franchisees, including 89 new stores in the first three quarters, and 440 stores were expected to reach the end of the year.

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< p > fourth quarter is the peak season for clothing industry sales, and the average unit price is relatively high. In the past three quarters of the operation situation, men's clothing enterprises annual growth is not a big problem, but under the influence of the big environment, the overall growth rate will decrease, and at the same time, it will also face the problem of stock rising.

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< p > < strong > fashionable men's wear is becoming more and more mature. < /strong > < /p >

< p > in recent years, the traditional strong men's clothing enterprises occupy most of the market share. The newly rising men's wear can only take advantage of the concept of fashion, starting from the concept of fashion, opening up another world in the men's wear market. CABBEEN, GXG, left bank, and odd are typical representatives.

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< p > CABBEEN Cabbeen is China's top ten clothing "a target=" _blank "href=" //www.sjfzxm.com/ "designer" /a "CABBEEN Yang Ziming, founded in 1989 in Hongkong casual wear men's wear brand.

The brand concept of "subversive popularity", forward-looking personality fashion orientation and emphasis and persistence on original design make today's CABBEEN a synonym for Chinese original fashion men's wear.

In the domestic market, CABBEEN has been recognized by consumers as a fashion menswear brand in the city. Its products display unique taste and personality with tailoring and exaggerated patterns.

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< p > besides CABBEEN's "playing fashion", another brand of the main fashion men's wear is also closely followed. That is GXG, whose products advocate freedom, innovation and casual fashion style, and make the costumes display the fashionable and unpublicized unique style through tailoring, buttons and zippers.

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< p > although GXG has only been officially operated in China since 2007, its total sales volume reached 1 billion 278 million yuan by 2011, and the brand terminal sale (including the agent part) exceeded 2 billion 500 million yuan.

In this year's "double eleven" Taobao promotion campaign, GXG's brand has created a miracle of turnover exceeding 100 million yuan - the turnover of GXG reached 90 million yuan, and the turnover of brand gxg1978 was 12 million yuan.

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< p > when many people feel strange and new about GXG's menswear brand, it has already stepped out of its own way in the clothing trade of famous men's clothing, and has become the leader of "fashion men's clothing" in China's high-speed growth.

In the view of GXG chairman Yang Herong, GXG can stand out from the numerous domestic clothing brands in the shortest time. The key lies in finding the right position, innovating constantly, and seeking to break through the domestic sales.

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< p > it is worth mentioning that the local brand has always taken the "fast fashion" as the slogan of the enterprise, and has also gained a position in the men's wear market in the past two years.

As early as 1997, he began to grope and practice the clothing retailing, and gradually promoted the business mode of retailing brand, chain operation, information management, direct marketing and member data marketing. In order to constantly adjust the changing service mode to meet the needs of customers, the SPA business model of commodity planning, design, production and sales was gradually established in 2007, and the comprehensive implementation and promotion of chain covering the national strategy began.

With the rapid response to the market and meticulous management of the supply chain, the regional chain of rapid development has been developing rapidly.

Now, it has set up hundreds of direct management stores in more than 20 provinces and cities nationwide, and expects to break through 2000 in 2016.

As one of the most influential apparel retailing enterprises in China, in the 2010 and 2011 years, the Chinese Textile Industry Association selected the "top 500 competitiveness of China's textile and garment enterprises", and won the title of "China's garment industry competitiveness 10 strong" awarded by the China Textile Industry Association.

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< p > at the same time, with the rapid rise of the new fashion men's clothing, the old men's clothing enterprise and the Chinese professional wear leading enterprise -- Luo Meng group also launched its "fast fashion" operation mode to pform to "fast fashion brand".

Sheng Jingsheng, chairman of the Luo Meng group, said: "for the pformation of Luo Meng, building the first Chinese fashion brand is essentially" Chinese style fast fashion ", which means that from the front-end R & D system of the whole process, to the production, logistics system, as well as market development and marketing management system, we must upgrade and innovate, introduce management software, optimize the process, and strengthen control and control measures. All of them will standardize the process, standardize the image, standardize the proportion of goods, standardize the retail management means, and support Luo Meng to open new stores every day, produce new products every week, and produce new products every month.

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< p > it should be said that the rise of fashion men's clothing is closely related to the change of consumption structure.

After 80, 90 is a fashion consumer group that pursues fashion and publicize their personalities. Their obvious consumption characteristics are fashion first and willing to consume. Their pursuit of fashion far exceeds that of previous generations.

As the consumption power of this group continues to rise, various fashion brands and even some world famous brands adjust their brand development routes, and focus their attention on this young group to cope with this sudden change in consumption.

There is reason to believe that fashion men's clothing will play an increasingly important role in the future men's wear market.

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< p > strong > multi brand is still the mainstream < /strong > < /p >

< p > < strong > for the domestic men's clothing enterprises, multi brand is still a mainstream development mode.

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< p > Shanshan is the first men's clothing company to propose multi brand development in China.

In September 2001, Shanshan proposed the strategy of "multi brand and internationalization".

In fact, since 2000, Shanshan has been cooperating with international brands, using the brand and design of the other side, using the low cost, excellent production advantages and excellent market development ability of Shanshan to introduce international brands such as MarcoAzalli, Sasch, Renoma, Munsingwear, LeCoqSportif, Smalto, Luniam and so on. Its "multi brand and internationalization" strategy has entered into the fast lane.

At present, there are more than 20 kinds of clothing brands in Shanshan.

In 2006, "Ningbo Shanshan Fashion Industrial Park" was completed, and MarcoAzalli, LeCoqSportif and other international brands controlled by Shanshan company entered into the giant Chinese market together with its own brand "Shanshan suit" and "S2-citylife".

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At present, Shanshan "multi brand and internationalization" has entered a higher level of implementation stage. With the help of "multi brand and internationalization" cooperation platform, Shanshan will take root in the mainland, configure the industrial resources on the global scale, integrate the brand, industry, capital and human power, and strive to become the "preferred partner of international brand to expand the Chinese market" and become the "global brand integrated carrier". P

It is worth mentioning that, when the Chinese fir and the "Itochu" with more than more than 150 brand operation rights in the world to achieve a strategic joint venture, and Italy, France, Japan, Korea and other international fashion industry groups to form a deeper cooperative friendship, and "Mitsui" cooperation to open the operation of the otrus project, Chinese Fir "global brand integrated operators" dream has a strong realistic basis.

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In 2008, YOUNGOR, which was the same as men's giant, started the strategy of "multi brand" in 2008.

In 2011, China International Garment "a target=" _blank "href=" //www.sjfzxm.com/ "> dress" /a "exposition, YOUNGOR's brand Mayor, Youngor, GY, HSM, CEO, and HANP (hemp family) appeared at the same time.

YOUNGOR set up studios respectively to plan, design and operate the brands.

It is understood that by the end of 2011, HartSchaffnerMarx already had 86 stores, and GY had 112 stores, all of which were direct battalions. Mayor and HANP (hemp) had 25 stores and 10 stores respectively.

At the beginning of this year, YOUNGOR invested 450 million yuan, and opened the world's largest flagship store in Hangzhou Wulin commercial circle with a building area of more than 10 thousand square meters. Its brand YOUNGOR, MAYOR, GY, HartSchaffnerMarx (Hart Marx) and HANP all settled in the whole line.

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< p > from the current operation situation, YOUNGOR's multi brand strategy is outstanding. In the first three quarters, YOUNGOR's private brand clothing business revenue increased by 13%, accounting for 74% of the income of textile and garment sector, up to 74% (51% in 2011); sub brand development was rapid; GY, HartSchaffnerMarx and hemp were increased by 45%, 40% and 36% respectively.

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Besides P, a group of main men's clothing enterprises have adopted the development strategy of "multi brand".

At the beginning of this year, the ROC bird got the right to use the HAZZYS brand trademark of the Korean LG clothing group in China, and its "multi brand" strategy was further enriched. At present, the brand of the news bird group includes the wedding bird, Saint Angelo, the professional clothing group, the brand bird, the advanced custom brand Karl Bono, the BIG ROOSTER, the Italy top leisure brand Maurizio Baldassari, the Italy top grade business leisure brand TOMBOLINI and HAZZYS, etc. the red bean group currently operates five brands: red bean men's clothing, red bean home, Idif, Zuo, and houndni; and in 2010, the company launched the fashion brand L2.

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< p > multi brand strategy is a development strategy of enterprises. It is the brand operation mode of product diversification. Its main connotation is that enterprises use different brands according to the target market, and use multiple brands to meet the different needs of different market segments.

Different brands can be positioned in different market segments, so that enterprises can occupy a larger market share.

Multi brand strategy can better locate and distinguish different market segments, emphasize the characteristics of each brand product, attract different consumer groups, and thus have more market segments.

Compared with single brand strategy, < /p >

< p > multi brand strategy has its own advantages, but it also has risks. The extension of brand is by no means an overnight effort.

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