Going to the entire industry chain to control the era

Men's clothing brand apparel industry chain includes product planning, design, production, brand (advertising marketing, store image, VIP management, etc.), terminal channel retail and other links.

Any segment with strong advantages can develop very well in a certain period. With the development of the industry, it will control the era transition to the whole industry chain.

The Jinjiang brand (September, Jiumuwang, Lilang), etc., had strengths in brand marketing ability before 2011, and partially controlled the product planning and design. The terminal retail sector adopted a large wholesale model; this light asset model is very conducive to specific stages of the race. The poor demand environment and intensified competition have shown its drawbacks. At present, Jinjiang Menswear strives to improve product planning and design capabilities, as well as control of terminal retail links (in addition to improving terminal retail capabilities, and increasing control over terminal product demand).

Youngor is relied on strong fabric research and development capabilities. Its suits and shirts are fully self-developed and self-produced. Sweaters and T-shirts are similar to the Fujian brand outsourcing model. Terminal retail links are basically all under their own control. Their weakness lies in the design and brand marketing. The publicity is also weaker than the Jinjiang brand; this is closely related to the concept of the management team.

Haicang's home wins lies in its good system design: In the entire industry chain, it consists of a basic and cost-effective business. On the basis of mastering terminal retail, planning, design, and production, although adopting an outsourcing model, are good. The introduction of the PK system precisely satisfies its high cost-effectiveness and basic positioning. In the past two years, the demand for cost-effective pursuits has increased. The company is also striving to improve its cost-effectiveness. Its development momentum is good. In the long run, its brand marketing and product planning needs to be improved. strengthen.

Traditional production enterprises such as Shanshan, Hongdou, and Chinouer started their businesses and adopted the wholesale model. The product design and planning, brand marketing, and terminal retail links are all insufficient. This is a hindrance to development in the past few years. Possible causes of shrinkage.

Among high-end shopping malls, we are most optimistic about Libang, which is the best company from the perspective of the entire industry chain; Canudi Road and Changxing use external forces in the planning and design process, brand marketing, terminal retail management, etc. Obviously weaker than Libang.

In addition to the relatively mature development of Libang and Youngor, we believe that China's mainstream men's apparel companies such as Haishu Home and Fujian Menswear are all in the process of change. Cost-effective positioning, good system design, Haicang Home, improvement in brand marketing, product planning, etc. may make it a "national brand" for Chinese men's wear; Jinjiang brand we have no market so pessimistic, we believe that In addition to the basic models, men's wear also needs its fashionable, relatively high-quality and cost-effective positioning of the clothing, Jinjiang brand precisely in these areas has its advantages, if you can in product design planning, terminal retail management has improved, this type It is likely that enterprises will gradually come out of the trough in the next one to two years.