Men'S Clothing From Wholesale Mode To Whole Industry Chain Control

　　 Men's wear Brand clothing industry chain includes commodity planning, design, production, brand (advertising marketing, store image, VIP management, etc.), terminal channel retail and other links. Every link has strong advantages and can develop well in a specific period. With the development of the industry, the whole industry chain will be controlled in the future.

The brand of Jinjiang (seven wolves, nine herd kings, Li Lang, etc.) before 2011, the strength lies in brand marketing ability, part of the control of product planning and design, terminal retail links take a large wholesale mode; this light asset mode is very conducive to the specific stage of horse race enclosure, once the demand environment is not good, and the competition is aggravated, its disadvantages appear; at present, Jinjiang men's clothing is trying to improve product planning and design ability, as well as terminal retail links control capability (improve terminal retail ability, improve the control of terminal goods demand).

YOUNGOR relies on strong fabric research and development capabilities, suits and shirts are self-developed and self-produced, sweaters and T-shirts and so on take the mode similar to the Fujian brand outsourcing, and the terminal retail links are basically controlled independently. Its weakness lies in the design, brand marketing and propaganda are also weaker than Jinjiang brand; this is closely related to the management team concept.

The success of Hai Lan's home lies in its good system design: in the whole industry In the chain, it has done a basic and cost-effective business. On the basis of mastering terminal retail, planning, design and production have adopted outsourcing mode, but a good PK system has just been introduced to meet its high cost performance and basic positioning. In the past two years, the demand for high performance price ratio has been in the wind, and the company has been developing well under the background of improving cost performance. In the long run, its brand marketing and product planning need to be strengthened.

The traditional production enterprises such as fir, red bean, Hinur and so on started to adopt wholesale mode. They were not bright enough in the links of product design and planning, brand marketing and terminal retail control. This is the reason why development has been blocked in the past few years and may shrink in the future.

In the high-end market men's clothing brand, we are most optimistic about the profit state. This is the best company from the perspective of the whole industry chain. The planning and design links of the card and Changxin are also significantly weaker in the planning and design links, brand marketing, terminal retail management and so on.

In addition to the relatively mature development of Li bang and YOUNGOR, we believe that the mainstream Chinese men's clothing enterprises such as Hai Lan home, Fujian men's clothing enterprises and so on are all here. change In the process. The high cost performance positioning, good system design under the sea LAN home, brand marketing, product planning and other aspects of the improvement may make it become China's men's clothing "national brand"; Jinjiang brand we have no market so pessimistic, we think that in addition to the basic money, men's clothing also needs its fashion, and relatively high grade of high performance price positioning clothing, Jinjiang brand has advantages in these areas, if we can improve product design and terminal retail management, such enterprises are likely to go out of the trough in the next two years.