Development Bottleneck Of Domestic Business Casual Men'S Wear Brand

< p > Chinese business men's wear has gone through the development of more than 20 years, and has reached the critical point of brand development. It is to continue traditional star advertising endorsement + CCTV bombing + channel investment mode, or to dare to play cross-border business like international brand, and develop advanced customization, which will determine the future trend of Chinese business men's clothing.

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< p > < strong > I. Chinese business men's wear brand three plates < /strong > /p >

< p > China's business men's wear mainly includes three parts: Fujian, Zhejiang and Guangdong. Among them, Zhejiang's Ningbo is mainly business dress, Fujian's Jinjiang and Xiamen are mainly "a href=" //www.sjfzxm.com/news/index_c.asp "business entertainment series < /a", and the Guangdong plate has gradually become a wholesale and foundry base in recent years due to its defects in brand management, so it is difficult to compete with the Fujian plate and the Zhejiang plate.

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< p > the rise of the Fujian plate marks the emergence of a number of personalized men's clothing, such as the "jacket expert" of the seven wolves, the "western trousers expert" of nine Mu Wang, the "Chinese collar" of Qipai and the "new formal dress" of the gifted scholar, with the brand's < a href= "//www.sjfzxm.com/news/index_f.asp" > differentiation < /a > as the symbol.

In the mid 90s of last century, Fujian menswear rose to the national market by positioning itself in a differentiated fashion.

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< p > "in the initial stage of brand building, through differentiation positioning, we can quickly tear up the market and initially build brand attributes. For consumers, differentiated positioning can establish a memory point, a sharp knife that cuts into the market, and the scale of specialization will be successful in the market."

Shanghai kekun consulting and Training Group founder Shi Zhang Qiang said.

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P, the founder of Jie Chi Yang institution, a marketing consultant service for ten garment enterprises in Fujian, Zhejiang and Guangdong, has summed up the development path of China's men's wear brand into four stages, namely, the rising stage of single product, the rising stage of monopoly, the rising stage of brand and the rising stage of champion.

When the seven wolves were wearing jackets, and the products of YOUNGOR and Shanshan opened up the market, they began to diversify their categories, thus opening up the era of brand monopoly.

In the view of angel, the success of China's men's clothing monopoly mode is the key to its future development.

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< p > only the advantage of single product is insufficient. If we want to set up a monopoly mode, we must carry out the extension of category, and Fujian men's clothing takes the lead in the "complete monopoly form", so that Fujian men's clothing can set up shop in Sanya, and north can take root in Mohe County.

The complete monopoly pattern makes Fujian men's clothing spread rapidly across the country.

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< p > the rise of monopoly mode and channel agent can not be separated. Channel investment can expand the store to the national market and form the advantage of scale. In this process, we must form the role of channel expansion, advertising follow-up and expanding the three party synergy. Otherwise, we can not afford advertising and agents can not earn money. Secondly, in order to ensure the health of the supply chain, we must ensure that the growth rate of "open shop" must be greater than that of "inventory growth rate" in the process, and there must be a continuous upgrading of the brand.

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< p > < strong > two. Chinese business casual menswear brand high profile < /strong > < /p >

< p > China business casual men's wear > a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > brand promotion < /a > starts from the high-profile appearance of CCTV.

In 2002, the Chinese football team entered the World Cup finals in a historical way. Seven cards, powerful men and seven wolves seized the opportunity to participate in the World Cup advertising. They made enough eyeballs and the brand gained the first centralized promotion. In 2004, Li Lang averaged more than 40 times a day to bet on the Athens Olympic Games advertisements. Every day the audience could see Chen Daoming's figure appearing before the castle of the Aegean coast, and with the help of the Athens Olympic Games, Li Lang won the success.

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