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Domestic Men'S Wear Brands A New Round Of Campaign Has Also Begun

2022/5/26 18:53:00 0

Men'S Wear

Domestic men's wear seems to always bring topic and flow.

Recently, in the new series "how to be a brand spokesperson" of the hot cross dressing blogger, Hailan home, a domestic men's wear brand, has become the first domestic brand to be cued.

And this video, not only let a number of domestic brand official numbers such as SEMAR "compete for the wind and vinegar" in the comment area, but also attracted a large number of netizens "soul torture": why not dance? I thought I could fly that way

Yes, the ancient "magic advertisement" of yinxiaotian and Du Chun is still the "first impression" of Hailan home by some netizens.

In fact, not only Hailan's home, but also domestic men's wear brands, including jiumuwang and Hongdou, have been troubled by the "local flavor" and "Shuwei" label for a long time.

At present, the "domestic" fashion has come, but the trend of "home-made" men's clothing is accelerating.

   Domestic men's wear, Removing the "earthy" label

The cognitive change of "domestic men's wear seems not so local" must have started from noticing the newly opened men's clothing store in the shopping mall. In the past, men's clothing stores, which most consumers thought they didn't want to go into, are quietly changing their faces.

For example, as shown in the figure below, the upgraded stores of jiumuwang and Jinba men's clothing are hard to say the word "local flavor" even if ordinary consumers do not understand fashion.

Naturally, the transformation of brand image can not be accomplished by upgrading stores. As a result, like Li Ning, Anta and other sports brands, domestic men's wear brands also focus on the "show" in order to achieve the goal of rapid integration with fashion.

In January this year, inspired by "prosperous China", the king of nine herdsmen interweaved Chinese Tang Dynasty elements such as baoxianghua, Tang curly grass, Tang tricolor, blue spot color and other elements of the Tang Dynasty into one historical scroll, rubbing them on the jiumuwang men's trousers, making Paris fashion week a national trend.

Last September, Jinba men's wear also held a special show with the theme of "jacket · Shanhai" in Shanhaiguan Great Wall, becoming the first Chinese men's wear brand to climb the Great Wall.

It can be seen that the domestic men's wear brands are gradually breaking away from the negative label of "no aesthetics" which has been ridiculed for a long time in the past, and has begun to take the initiative to enhance the aesthetic consciousness. They even hope to make use of the representative Chinese symbols such as "Tang Dynasty elements" and "the great wall of China" to strive to change from an aesthetic follower to a global leader in men's wear aesthetics.

Of course, whether it is store upgrade or show appearance, it is the means, not the result. If specific to consumer word-of-mouth and market performance, domestic men's wear really lost the "local label"?

A typical example is that the "magic advertising" of Hailan house in the past can not hide the "local flavor", but the "de label" strategy of the brand in recent years has been effective.

From the perspective of brand image, the former spokesperson Lin Xin Xin has contributed a lot in improving the overall tone of the brand. In the comment area of the video "bottom spicy child", many netizens affirmed the Hailan house during Lin's endorsement period, and thought it was advanced.

In terms of brand sales directly linked to market performance, Hailan home also gave a good "report card".

According to the financial report of 2021 released by Hailan house on April 27, its main brand Hailan home has realized the main business income of 15.133 billion yuan in the whole year, with a year-on-year growth of 9.91%.

What needs to be added is that, to some extent, the transformation of consumer psychology also provides kinetic energy for the aesthetic awakening of domestic men's wear. The new generation of consumer groups represented by generation Z show more obvious cultural identity and national pride, which provides bottom level support for the rise of domestic men's wear, including domestic men's wear.

According to the list of "top ten commodities of 2021" released by Taobao, young people are no longer superstitious about international brands, but more willing to pay for their own feelings and culture.

It is true that the awakening of a few brands is difficult to completely reverse the public's aesthetic perception of domestic men's wear in a short period of time. However, with the strong leadership of head brands such as Hailan home, jiumuwang and Jinba, the process of turning around will not make us wait too long.

   "Big item", Good medicine for "transformation and upgrading"?

In fact, removing the "local flavor label" not only enhances the brand image, but also promotes the transformation and upgrading of the brand. In addition to the aforementioned means of store innovation and external marketing, At the product level, domestic men's wear brands are showing a significant trend of "focusing on big items".

The Paris Fashion Week in January focused on the category of "men's trousers"; In March, red bean men's wear held a press conference for its brand-new item "red bean 0 sense comfortable shirt"; Earlier, Jinba, who went to the Great Wall for a show, called out the slogan "Chinese jacket, made by Jinba".

In the past, it was more common for brands in the field of beauty to push "big single products". For example, huaxizi, known as huaxizi from the "air powder" and the perfect diary of "animal dish eye shadow series" to quickly circle powder, etc. Are these men's wear brands "following the trend"?

In fact, it is not.

No matter the trousers of jiumuwang, the shirt of red beans or the jacket of Jinba, they are the products that the brands have been cultivating for many years, and their production and promotion are not "temporary".

As early as 1995, Lin Congying, the founder of jiumuwang, created a sales miracle of more than 4 million pieces of linen king series trousers by winning the exclusive agency right of "heavyweight hemp yarn king" fabric manufacturer in mainland China;

The red bean shirt began to be produced in 1992. The following year, Xiao Wenfeng, a shirt expert from Taiwan, was hired to give advice on the brand. Within a year, the red bean shirt reached the international standard;

And Jinba men's wear, as early as 1991, made clear that the jacket as the core of the brand leading products. In 2002, combined with the past market experience, Jinba men's clothing once again defined its brand positioning as "business casual men's wear with jacket as the core".

It also means, It's not that the domestic men's wear "suddenly" focuses on the "big single", but the "big single" they have been doing in the past, and more people begin to know.

And behind this, naturally can not do without the help of marketing. The typical representatives are nine shepherds and red beans who choose to hold hands with Junzhi consultation.

In 2020, jiumuwang reached a cooperation with Junzhi consulting, which started the strategic change of "men's pants expert". Last year, we signed the strategic transformation agreement with Hongdou consulting.

However, with the transformation and upgrading of "big single" as the breakthrough point, can the "sales myth" of the beauty market continue in the men's wear market?

The results are positive.

In the same year of cooperation with Junzhi, jiumuwang sold more than 100 million pieces of men's trousers, winning the sales market position of "men's pants expert with global sales volume". Recently, red bean's 0-sense comfortable shirt, which has just passed the May Day holiday, has achieved a good result of "more than one million sales in many stores".

What needs to be distinguished is that the "big single" mentioned here is not those "explosive products" that are popular in the short term. Its main purpose is to attract new customers quickly in a short period of time. However, large single product is more like the "pronoun" of brand, which can attract customers to buy again and accumulate customer reputation.

For domestic men's wear, the reason why this is a path worth trying is that there are already successful cases in the beauty and electronic products market, which belong to the consumer category. For example, SK-II's Fairy water, Huawei's mate series mobile phones, etc. In the minds of consumers, as long as these brands are mentioned, they will think of the corresponding products, which is essential for the rapid improvement of consumer awareness.

   Of course, the natural disadvantage of the "big single product" strategy is that it is easier to touch the "ceiling" of development. As far as brands are concerned, it is a more "safe" choice to lay out multiple brands while suppressing "large single products".

Based on this, Jinba, a powerful brand which has been rooted in the field of jacket for more than 40 years, officially launched the "multi brand, multi item" development strategy in 2020: the main line brand will continue to deeply cultivate the business and leisure men's wear of jacket, cooperate with the high-end luxury series KB Hong, boutique accessories line kbxng, light fashion business brand follow-up, Eng, the international trend buyer collection platform Little Hong, a brand of children's wear, has formed a matrix three-dimensional development pattern.

Whether the layout of multiple brands in domestic men's wear is effective, Hailan home may be a case worthy of reference.

Hailan home opened its diversified brand layout in 2017. Its latest financial report shows that during the reporting period, the main business income of other brands including ovv and Hailan optimization reached 2.042 billion yuan, maintaining a growth rate of 27.14%.

It is worth noting that in recent years, the purchasing power of male users is increasing. Questmobile's 2021 men's consumption insight report points out that 55% of male users spend more than 1000 yuan a month online, which is higher than that of women (45%).

For the domestic men's wear which hopes to speed up the breakthrough, this is certainly a good thing. But the bigger the cake, the more people will want to eat, and the competition will be more intense. Especially in some "casual" men's wear brands, will gradually return to the "old line" of the moment.

Youngor has always been a representative of investment.

According to the latest performance recently released by Youngor, in 2021, Youngor's revenue will reach 13.606 billion yuan, with a year-on-year increase of 7.69%. However, the net profit was 5.127 billion yuan, down 29.15% year on year. In the financial report, Youngor attributed the decline in performance to the impact of investment business.

In fact, Youngor did have a lot of investment in the early years.

According to public information, Youngor successively invested in CITIC Securities, Guangbo shares, Yike technology and Ningbo Bank during 1999-2005. In 2010, with investment in the real estate industry, Youngor made 11.8 billion yuan from real estate sales alone. At that time, Youngor's total revenue was only 33.4 billion yuan, and the "sideline" income was already approaching the "main business".

However, in the past year alone, Youngor's real estate market instability ushered in a "reverse bite", and in 2011 and 2012, the net profit of revenue both declined. In 2016, Youngor's investment net profit decreased by 39.24% year-on-year due to the sharp drop in the share price of CITIC shares invested by Youngor.

At present, the newly released financial data is still not "good-looking", Youngor is likely to shift its focus back to "main business". This also means that other brands will usher in a more powerful competitor, which should not be taken lightly.

According to the 2021 annual monitoring report of national large retail enterprises and consumer goods market jointly issued by China Federation of Commerce and China National Business Information Center, Youngor men's shirts have won the first comprehensive market share for 25 consecutive years (1997-2021), and men's suits have won the first comprehensive market share for 22 consecutive years (2000-2021).

Visible, even in the case of indulging in "sideline", Youngor clothing business is still "able to fight".

According to the prediction of "China Business Industry Research Institute", by 2025, China's men's wear market will reach 657 billion yuan. In this larger market, a new round of battle between domestic men's wear brands has obviously begun.

 

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