Chinese Men'S Clothing Industry To Observe The Brand Channel "War"

"I really don't know how much the stock price is today. I rarely pay much attention to that."

Faced with the issue of stock prices thrown by reporters,

In order to "do business well", Lin Congying was right.

This is indeed the case.

Actually,

Channel sink

Lin Congying believes that "clothing like this large flow of brands, a major feature is to enable consumers to buy anywhere and anytime."

In the semi annual report, the nine Mu Wang made clear that he hoped that Future Ltd would increase its market share in the southwest, northwest and northeast areas in order to maintain steady growth in key areas.

During the reporting period, the company's operating income in the northeast region increased by 48.79% over the same period last year, making it the fastest growing region in the company's revenue.

According to the development plan of nine Mu Wang, in the two or three tier cities, nine Mu Wang will adopt more franchisee mode, adding 300-500 stores every year.

Make full use of the resources, connections and funds of local distributors, and win the fastest development with minimal input.

This is called "speed of nine herd kings" by Lin Congying.

Similarly, the focus of the opening of the seven wolves is obviously from the first tier cities to the two or three line cities.

Seven wolves 2011 China Daily reported that as of the three quarter of 2011, the number of terminal stores was 3830, and the intensity of channel sinking in 2011 increased. The retail terminal in the three or four tier city layout, the terminal store in the future is expected to maintain an average annual growth rate of about 10%.

Zhou Shaoxiong, chairman of the seven wolves, paid special attention to the promotion of channels in 2011, and positioned it as "image integration and upgrading year".

In order to support the strategic plan, the seven wolves act frequently in the capital market.

In November 8, 2011, the company announced a non public issuance plan, raising 1 billion 800 million yuan to invest in the construction of the "marketing network optimization project". The project will increase 1200 sales terminals, including 60 flagship stores and 300 stores, and 140 flagship stores and 700 exclusive stores.

Li Lang also stepped up the development of the two or three line area.

Public information shows that in the first half of 2011, the overall growth rate of sales in the northwestern region of Shaanxi was the highest, reaching 48.7%, and the most prominent one was in the province, with an average growth of over 30% in the same store.

In fact, as the domestic market continues to heat up, the competition between domestic and foreign brands in the Chinese market is increasingly fierce.

The saturation of domestic front-line market and the gradual increase of business cost make the two or three line market a new growth point of garment industry.

Another important reason for the sinking of the channel is the huge consumption potential of the two or three line market.

Xia Hua, President of the Yiwen group, believes that the simple development of the brand to the two or three tier cities is a one-sided business competition.

In her view, in recent years, with the development of economy and the acceleration of urbanization, the emergence of new pportation tools such as high-speed rail and light rail has made the connection between cities and even towns and villages more closely, and it is possible for residents to concentrate on the two or three tier cities.

According to a survey released by Bain, about 67% of the mainland's luxury market growth in 2010 came from new consumers, and they came from a large number of two or three line cities.

This attracted many luxury brands to join the battle of the two or three line market.

At present, more than 100 top international brands are accelerating the layout of luxury markets in China. Apart from big cities such as Beijing, Shanghai and Guangzhou, the branches of central and western cities are springing up.

For example, LV has opened 27 stores in 22 cities in China, including Changsha, Xi'an, Qingdao, Xiamen, Wuxi, Wenzhou and other two or three cities, while Ningbo and Hangzhou have gathered almost all of the international luxury goods.

In the future, while continuing to consolidate the advantages of the first line market, the competition for men's clothing brands will become increasingly fierce against the two or three tier market. Meanwhile, the two or three line market will also become the main battleground for the handover of domestic brands and international brands.