The competition of men's wear enterprises in Wenzhou is the most profound and advanced form of competition in the current marketing activities of enterprises, the essence and core of enterprises, and the sharp weapon for men's wear enterprises to participate in market competition, which largely determines the success or failure of enterprises. Therefore, Wenzhou men's wear enterprises should first abandon the traditional marketing concept of "Mr. Postpartum Sales", establish a modern customer-oriented marketing concept, implement and infiltrate this concept into all aspects of the enterprise, and actively do a good job in various marketing services. Only in this way can we effectively achieve the established marketing goals; Finally, enterprises can develop healthily and rapidly.
/kloc-in the past 0/0 years, Wenzhou men's wear enterprises have risen rapidly in China with the advantages of good equipment and low processing cost. But now, compared with clothing enterprises all over the country, these advantages no longer exist. On the production cost, the cost in the central and western regions is lower. In the past, Wenzhou garment enterprises also spared no expense to invite image spokespersons (Yam Tat-wah, Richie Jen, Zhuang Ji, Emil Wakin Chau, etc. ) Advertise in CCTV to "smash out" your popularity and occupy the market. Now that foreign brands have come in, their popularity is already very high. The price of second-line brands is similar to that of Wenzhou men's wear, and the original price advantage of Wenzhou men's wear is not obvious.
In the past year, affected by the international financial crisis, many garment enterprises in Wenzhou quietly closed down, and the growth rate of the garment industry dropped from more than 30% per year to 16.6% last year. Of course, the annual growth rate of enterprises with an annual output of more than 5 million yuan is still 30%, and the output of many well-known men's wear enterprises has reached more than 70%.
The growth rate of industry investment is too fast, and the competition is further intensified. Due to the lack of effective market research and guidance, the expansion of social clothing production scale is mostly blind and short-sighted. Part of the new production capacity is concentrated in conventional products with relatively high profit margins, such as suits, shirts and other products. Men's wear production has gradually become a pattern, and the trend of "serialization" and "hierarchy" of well-known brands is obvious. Great efforts have been made in expanding scale benefits, distribution strategies and marketing methods. However, few enterprises have made great efforts in in-depth market research, improving product innovation ability, improving the quality of enterprise personnel, strengthening enterprise management, studying clothing pattern design and related basic research. Therefore, on the one hand, there will be oversupply of clothing and the price will plummet. On the other hand, consumers still can't buy satisfactory clothes.
The price of clothing raw materials remains high. First, in terms of production, the price of raw materials has risen. Since the fourth quarter of 200/kloc-0, domestic cotton prices have been rising by 2 1.8%, while cotton yarn and cotton cloth prices have been rising by 15.5% and 10.8% respectively. According to the monthly report of the International Cotton Advisory Committee in July 2007, until 20 10, the world cotton output will continue to decrease, and the cotton price increase is a foregone conclusion; Production and operation costs have increased. With the improvement of the national social insurance system, the upgrading of products and the increase of management costs, the production and operation costs of clothing enterprises have been increasing at the rate of 10% in recent years, and the profit growth rate of enterprises has dropped significantly.
Design imitation and independent innovation simultaneously. Wenzhou men's wear design ability is relatively weak, textile fabrics lack new varieties, lack the ability to lead fashion and trends, and market competition relies too much on the advantage of low labor cost. The design, pattern and fabric of domestic high-end clothing still need to rely on and imitate foreign technology to a great extent.
Fine marketing creates new impetus for sales. A few years ago, clothing entered the market, and many enterprises simply used advertisements to promote it, relying on the ability of imitation and follow-up to achieve rapid success. Economic globalization has changed the competitive pattern of clothing industry. The promotion of the consumer market has raised the demand for personalized clothing products, and the product life cycle is extremely short, thus stimulating the awareness of active innovation of enterprises, and most enterprises have strengthened the intensity of independent innovation.
Diversification of enterprise investment and management methods. In recent years, Wenzhou garment enterprises generally feel that the garment business is becoming more and more difficult, and the "difficulty" comes from all aspects: there are more and more profit-reducing factors, and the profit space is getting smaller and smaller; The market demand for product differentiation represented by brands is constantly increasing, and enterprises are at a loss; The pace of industrial upgrading is accelerating, which requires continuous innovation ability; The transformation from production and processing mechanism to brand management mechanism is difficult to see benefits in the short term; There is no atmosphere for the development of original brands in China ... Therefore, some powerful clothing enterprises in the industry have adopted diversified investment and management strategies. These enterprises rely on the brand expansion of clothing products, and clothing brands extend to other brands through the trust of consumers and investors. At present, Wenzhou clothing industry is dominated by private investors. With the new round of international garment manufacturing transfer, a large number of foreign-funded enterprises are cooperating with China garment enterprises at a deeper level, and the enterprises in the industry have completely become independent competitors.
Attach importance to hardware and despise software; Pay attention to external work and ignore internal work. For many garment enterprises, it is no longer a problem to invest a lot of money to plan and publicize the image of enterprises and products and introduce advanced garment production equipment and computer systems. However, it is difficult for entrepreneurs to have a clear account of how much genuine content is behind the huge appearance, such as how high the utilization rate of advanced equipment is, whether the input and output are reasonable, and how the development potential of enterprises is, which directly affects the sustainable development of each enterprise.
Many garment enterprises have introduced and developed information management systems to varying degrees, but according to our investigation, the practical application effect of these systems in garment enterprises is not very satisfactory. In recent years, the popularization rate of CAD/CAM application and Internet access rate of garment enterprises in developed countries have reached more than 80%, while Wenzhou men's wear enterprises lack initiative in high-tech application and awareness of changing backward management status and promoting enterprise progress with advanced information management technology. Enterprises lack compound talents who master clothing and computer technology, and lack the ability to actually operate and maintain the application of information technology; Clothing enterprises lack understanding, support and investment in the development and application of information technology; The promotion of information technology application by industry management institutions is not enough. ...
Scientific and technological progress promotes the development of productive forces, creates knowledge-based enterprises and becomes entrepreneurs. Wenzhou men's wear enterprises should always base their development on scientific and technological progress.
Lack of compound talents. Wenzhou men's wear enterprises lack compound talents. There is a lack of enterprise senior management talents who can run brands, compound marketing and management talents, foreign trade talents who are familiar with international market rules, especially design talents who can grasp the market.
With the deepening and improvement of the market economy and the joining of a group of new people with high academic qualifications and unique and excellent strategic vision, the competition mode of men's wear industry is also changing and upgrading from time to time, and business leaders generally feel the pressure. Enterprises urgently need compound economic talents with entrepreneurs, managers, technicians and rich people, and need to master WTO rules and market development laws. Therefore, large enterprises in the industry adopt the way of inviting in or going out, learning the cutting-edge management methods, advanced technologies and operation skills of international garment enterprises, and cultivating knowledge-based staff.
Men's wear enterprises in Wenzhou are moving towards polarization, or becoming production enterprises (Wenzhou men's wear has changed from production and sales to OEM processing of fine men's wear. Influential brands such as Red-crowned Crane, Joton and Tuhua are clearly positioned to specialize in OEM or become marketing enterprises (the lack of R&D ability and marketing ability is a difficult problem for men's wear at present). Only those with strong R&D capabilities, such as Fapai, Zhuang Ji, Bird of Good News, Xia Meng, etc. , will still work hard on marketing, and strive to continuously improve the added value of the brand and become a marketing enterprise). Wenzhou in the future is likely to become the processing base of fine men's wear all over the world. The positioning of Wenzhou men's wear is the processing base of fine men's wear, which is based on the analysis of men's wear market, men's wear characteristics and their own advantages and disadvantages.
In view of the fact that more local men's wear enterprises may weaken their brands and become manufacturing enterprises specializing in processing, Wenzhou men's wear industry is likely to become an international boutique men's wear processing base with its domestic popularity. If enterprises don't focus on their main business, try to solve these problems and upgrade their brands, they are likely to be eliminated by the market in this era of global integration. Even if we want to become a processing base, we should also pay attention to the garment manufacturing industry in neighboring countries, such as South Korea and Vietnam. They take many orders for high-end men's wear in Europe and America, not in China, because the workmanship is excellent and the processing cost is not higher than that in China. It should be noted that, firstly, domestic men's wear brands are facing the pressure of international competition, and secondly, some foreign second-and third-tier brands have entered China, produced locally and sold in the market. This brand puts a lot of pressure on us. The market capacity is gone, there is not much room for growth, and its own network is full, so it is difficult to increase the sales volume of a single store. So where is the growth point? It is a question worthy of deep thinking by every leader of men's wear enterprises.
With the rapid development of science and technology, the difference of men's wear is getting smaller and smaller, almost homogeneous. Therefore, how to stand out among many men's wear brands and services has become a powerful weapon for Wenzhou men's wear enterprises to win. Service is an integral part of the overall concept of Wenzhou men's wear, and the service marketing of enterprises provides a new way to solve problems for creating customer satisfaction. Judging from the actual situation of Wenzhou men's wear enterprises, in recent years, price wars and advertising wars (including inviting image spokespersons, etc. However, the channel war has not achieved a long-term competitive advantage, but has led to "internal injuries." Only by implementing the service marketing strategy can we gain competitiveness and truly win customer satisfaction.
Wenzhou men's wear enterprises, such as Fapai, Zhuang Ji, Baoxiniao and Chamon, adhere to the development route of domestic high-end boutique men's wear and take the lead in implementing the sales model of men's wear monopoly in franchise chain. At present, they all have men's clothing stores with unified image, unified price, unified service and unified management, and have established their own men's clothing monopoly retail system with standardized operation and sound network.
On the one hand, the service marketing strategy of Fapai Group, the leading men's wear enterprise in Wenzhou, is reflected in the service to the brand; On the other hand, it is reflected in the service to consumers and distributors or franchisees. The service to the brand is mainly manifested in the planning and implementation of brand strategy, and the service to franchisees is mainly manifested in providing preferential franchise policies to make them make money.
Brands, like markets, operate according to their objective laws. Any product that wants to build a brand must consider four factors: product, price, channel and promotion. In the product link, the first consideration should be positioning. The early positioning of Wenzhou men's wear brand includes not only the positioning of clothing styles, but also the positioning of strong target consumer groups.
Basic industry data
According to the bulletin of the fifth national census of the National Bureau of Statistics in 2000, the number of men in China is 653.55 million, accounting for 565.438+0.63% of the total population, slightly higher than that of women. Therefore, men's wear consumers in China constitute a market that cannot be ignored. At the same time, China's clothing production capacity is also very huge. According to statistics, there are more than 500,000 garment manufacturers in China, with an annual output of over 654.38+000 billion pieces, ranking first in the world. Large domestic garment enterprises, such as Youngor, Shanshan, Fapai, etc., basically produce and operate men's wear, while men's wear in Guangdong, Wenzhou and other processing bases also have great potential in production capacity, which together constitute the huge production capacity of men's wear in China.
Industry status
Since the late 1990s, men's wear brands, mainly Ningbo and Wenzhou, Zhejiang Province, have been expanding their output, and formed their own development mode according to their own characteristics and abilities in the operation of the market. Whether it is the theory of generation or the theory of direct control, they all want to share more profits and shares in this limited men's wear market. In this industry, "technology" is no longer the main obstacle affecting the survival and development of enterprises, and developing new selling points is the most important thing to highlight the encirclement.
With the "intellectual elite group" becoming the mainstream of urban society, a large number of life-oriented formal dresses, casual dresses, fashionable formal dresses and business casual dresses have emerged, which have jumped out of the traditional formal or casual wear field. It is reported that the leisure of formal wear has become a popular trend in the international men's wear market this year. The concept of "new formal dress" is produced under this trend. Positioning itself in the mainstream of the expanding "intellectual elite group", we strive to create a dual pursuit fashion of taste and leisure, humanity and nature.
Evolution of domestic men's wear brands
Shanghai men's wear has dim stars.
When it comes to men's wear in China, we can't help mentioning two places in China: Shanghai and Zhejiang. Shili Yangchang Shanghai Beach was once the birthplace of China's first suit. 1903, the first suit made in China was born in China, which was sewed by "red tailor" Wang for the famous democratic revolutionary Xu Xilin. Since the birth of the first suit of 1903, Shanghai style masters and "red tailors" have become famous all over the world, and Shanghai has also become the forefront of men's wear development in China.
It can be said that whether it is a suit or a shirt, Shanghai has many famous brands that once made Shanghainese proud, such as Peromont, Peromont, Panda Kai and other established brands. Even in the 1980s, Shanghai menswear dominated the domestic menswear market. But ... during the ten years from the end of 1980s to the end of 1990s, Shanghai men's wear could not resist the rise of Jiangsu and Zhejiang men's wear and began to fade away.
Due to the intensification of international competition, well-known brands have landed in Shanghai, leading to the fall of the old brands that once led China coquettish, and trying to lead the rise of new coquettish emerging brands. For example, Peromont, which has a history of more than 70 years, was once regarded as the best suit brand in China. Due to the comprehensive reasons such as system, its brand image is aging and brand communication is weak. Similar to "Pemont", it is difficult to carry the banner of the suit brand. 1999-2000 conch clothing, which wanted to rise, failed to really set off a storm in the field of men's wear in China. The cardigan shirt, which is famous for its shirt technology, has almost become a cheap product, and it is not very competitive in terms of price or style.
Zhejiang men's wear dominates "Jianghu"
Nowadays, when it comes to men's wear in China, we can't help but mention many private enterprises in Jiangsu and Zhejiang. These enterprises, which started as agents for Shanghai men's wear in 1980s, have now firmly occupied the main position of China men's wear.
/kloc-in the past 0/0 years, a large number of national famous brands have emerged in Zhejiang. Youngor, Shanshan, Lomon, Fapai, Zhuang Ji and Busen have become the most famous brands in China's clothing industry, and a large number of second-tier brands, such as Rhodes and Taiping Bird, are also well known.
In Zhejiang, China men's wear enterprises are the most concentrated in two places, one is Ningbo and the other is Wenzhou. Different from enterprises in Ningbo, the rise of men's wear enterprises in Wenzhou has more distinctive brand characteristics.
Men's wear enterprises in Wenzhou are more inclined to "new suit" culture because they lack the origin of "red tailor". Since 1990s, "new suit" has impacted the original concept of "red tailor" as never before. Judging from the characteristics of Wenzhou enterprises, we can't rely on the foundation of "red tailor", so we have to find another way.
Fapai: the most complete men's wear in foreign schools
China Fapai Group was established in September 1997. With Italian Fapai Clothing Co., Ltd. as the bridgehead, Shanghai Fapai Clothing Co., Ltd., Shenzhen Fapai Clothing Co., Ltd., Hong Kong Fapai Clothing Co., Ltd., Fapai Europe Holdings Co., Ltd. and Fapai Fashion Design College were established respectively. It has registered trademarks in more than ten countries and regions such as Italy, France, Germany, the United States, China and Hongkong, and has more than 20 subsidiaries and 300 companies.
Fapai Group now governs six major brands: Fapai, Fapai E-era and Shengli? Aram, FRANCEPAL, suitexpress, Café clothes. The main brand is positioned as an innovative and market-leading advanced ready-to-wear brand, and the target customers are white-collar, backbone and elite; Fapai e era is a high-quality professional clothing brand; Victory? Aram is a gentleman brand that shapes businessmen's character and business dignity; PAL—— France-a classic French brand with a history of 100 years, with Fapai Group as its global operation general agent; Suitexpress is a brand of rapid mass correction under French European Holdings Limited, and its advanced operation mode fully demonstrates the charm of modern fashion. CaféCostume has customized its brand for the high-end public from Europe, which has become an important symbol for French schools to go to the top international market.
The French school adheres to the purpose of "integrating eastern and western cultures and creating Genesis classics", with Italian designer Luigi? Under the guidance of Viriot, we have successfully developed French century style series, casual formal wear series, unlined half-mile series, non-stick lining series, eco-environmental protection series, spring and summer cool suits, and men's series of fine products such as coats, woolen goods, shirts, T-shirts, ties, leather goods and accessories. Among them, the new French cool clothes used in spring and summer became the first patented clothing product in China; The unlined half-mile western-style suit is a provincial-level scientific and technological appraisal product, which fills the gap in the domestic market, and the environmental protection suit is listed as the "Spark Plan" project. At the same time, Fapai also launched the e-era, a brand of professional wear with the same material, technology, production and quality as Fapai, which guided the market trend of professional wear.
The enterprise has successively passed the ISO900 1 International Quality Management System Certification, ISO1400/International Environmental Management System Certification and GB/T2 800 1 International Occupational Safety and Health Management System Certification, becoming the first garment enterprise in China to obtain the "double green" certification and "three in one" system certification. Fapai Group has been ranked among the top 500 private enterprises in China for five consecutive years, and among the "Double 100 Top" in China garment industry for seven consecutive years. The annual output of high-grade suits is 6.5438+0 million sets, and there are 20 million coats, jackets, sweaters, shirts, T-shirts, furs, leather shoes and leather goods.
Known as George of China? Armani's Fapai Group is very famous in China and even in the international clothing industry. Fapai brand is the most fashionable menswear brand in China, and also the leading menswear trend brand in China, including "Excellent Quality Gold Award", "Design Gold Award", "Manufacturing Technology Gold Award" and "China Men's Best Design Award" in China International Fashion Expo. It has been awarded the titles of "National Inspection Exemption Product", "China Famous Brand Product" and "China Well-known Trademark" successively.
In recent years, Fapai Group has made remarkable achievements with the goal of internationalization, industrialization and diversification. In 2004, the group company participated in the establishment of a Sino-Swiss consortium to expand the scope of industrial investment and realize the successful docking of industrial operation and capital operation; In 2007, Fapai Group actively responded to the call of the country's western development with the feeling of serving the country with industry, and invested 2.5 billion yuan to build "China Western Garment Industrial Park" in jianyang city, Sichuan; In 2008, Fapai Group and its partners invested 2 billion yuan to develop PVC chemical products in Xinjiang.
The Legalist Group, which takes social responsibility as its responsibility, has donated more than 56 million yuan for charity and disaster relief in China. In March 2006, Fapai donated100,000 yuan to the Central Committee of the Communist Youth League to establish the "Youth Talent Development (Fapai) Fund"; In April, 2007, Fapai generously donated money to the Mother River Protection Action, and set up the China Youth Green Home (Fapai) Construction Fund of 6,543,800,000 yuan; In 2008, the French faction donated110.2 million yuan to the Wenchuan earthquake-stricken area.
Judging from the external brand image, Fapai is undoubtedly one of the best men's wear brands. The brand culture of the French school has fully reflected the exotic customs since its birth. The brand story of the French school was born in Italy and France, the birthplace of the world's top men's wear. No matter from the brand origin, brand story and craft design, the French school completely followed the Italian style.
Let's take a look at the brand definition of the French school: products that integrate international interests will be attractive in the future. Chinese name: "Fapai", Fa, which means imitating, absorbing and integrating international leaders. Pie is a school of its own, shaping its own product personality and brand personality.
Legalist spirit: always strive for the first place; French school policy: people are like brands, and brands are like people; French school goal: to build a world-famous brand clothing empire.
Judging from the above brand definition, the French school emphasizes a culture of integration of China and the West. However, this kind of integration is obviously dominated by "the West" in communication.
The creation of French brand culture has been supported by enterprises in production and design technology. For example, the establishment of Florence Fapai Clothing Co., Ltd., Florence Fapai Clothing Research and Design Center and Italy Fapai Fashion Design Institute has really paved the way for the evidence from the source of the enterprise. From the beginning, Fapai made great efforts to build a brand with high positioning, and its brand road has produced certain results after more than ten years of development. Judging from the current price positioning of the French school, the brand premium ability of its products really conforms to the psychological positioning of consumers.
Legalism: From "Superstar Love" to "Presidential Complex"
2007 is the 10th anniversary of French brands entering the China market. In the past ten years, the French school has been forging ahead and innovating constantly, and has achieved steady and rapid development. The "feat" of hiring Hong Kong stars Tony Leung Ka Fai and Cecilia Cheung as brand image spokesmen and then inviting US President Bill Clinton to join all showed the innovative thinking of Legalists.
After more than ten years of concentrated efforts, French brands have formed a distinct style orientation and accumulated profound brand connotations. In early 2007, the French school invited Zhang Dongjian, a Korean movie star, as the brand image spokesperson. Zhang Dongjian's masculine, handsome and sexy personal style and good social image fully conform to the brand characteristics of French schools. "Natural atmosphere, French school life" has written a new visual image of French schools. The main purpose of the cooperation between Fapai and Zhang Dongjian is to interpret the brand culture of Fapai and * * * to interpret the "runway pride" of Asian fashion.
In 200 1 year, the Fapai Group invited former US President Bill Clinton as the image spokesperson, which caused great repercussions in the society and was reported by thousands of media around the world. Although it didn't succeed, I have to admit that it is a successful idea. Former UN Secretary-General Kofi Annan and former German Chancellor gerhard schroder have successively forged a "presidential complex" with the French faction.
From "superstar love" to "presidential complex", Fapai Group has done a lot of articles on market positioning in pursuit of fashion and taste. Through a series of activities, it has effectively enhanced the popularity and reputation of Fapai brand, thus generating good social and economic benefits.