Chapter 22 Section 8 Chinese Men's Wear

Today's Chinese men's wear market can be described as a group of heroes, and there are countless men's wear brands, but none of them can have an international impact.The product image and positioning are single, and the men's clothing produced is similar.Lilang, which mainly makes casual wear, said its casual wear ranks first.According to its ranking, the market shares of the top ten brands are all around 3% (Table 4-1).Another Septwolves, which is famous for making jackets, said that its jacket market share has been the first for seven consecutive years. According to the data it said, the market share is only 3.4%.In addition to casual wear, it is a suit. Specifically, when it comes to the men's suit market, a statistical result from the China National Commercial Information Center in 2008 shows that the combined market share of the top ten men's suits is 34.24%; The data of "the market share of the top ten brands of men's suits" is 36% (Table 4-2).

These data first show that my country's statistical work is not in place, and there is no official authoritative data release. All of these are surveys conducted by commercial organizations for profit, and then sold for a fee.At the same time, these data also have common features. No matter which ranking, no matter who is the first, there are two things that remain unchanged. Youngor has ranked first in the suit and shirt industry for nine consecutive years and twelve years.But in contrast to the entire menswear industry, some brands with national influence have not yet formed, and the market share of other brands is very low, and they are in a state of disorder and chaos.The total market share of the top ten companies is generally around 30%.

We found that the highly fragmented Chinese men's clothing can actually be attributed to one reason: homogeneity.And how did this homogeneity come about?Let’s take a look at the basic operation mode of our men’s clothing: firstly, we introduce foreign high-tech production, then invite big-name celebrities to endorse, and finally bombard with advertisements on CCTV.It seems that everyone thinks this is an inevitable pattern of success.Can you become an international famous brand by inviting celebrities to advertise to increase their popularity?In fact, this is not the case at all. They have not grasped the essence of the menswear industry at all-hitting the collective personality of society.

Some entrepreneurs think that if they invite world-class designers, their brands will sell well, so they compete to hire so-called first-class designers from Europe, America and Japan.Without brand concept and culture, their designs are undoubtedly reduced to the pursuit and imitation of certain fashions.The reason why Western designers are famous is that they can understand the collective personality of Western society.How can it be possible for a group of people who don't understand China to do fashion design in China? In terms of marketing, Chinese men's clothing has not found a sense.Chinese men's wear is used to finding a well-known figure to act as the image spokesperson, and shout out a slogan of their own brand.But these two often have nothing to do with their own brand culture and China's collective personality. The slogan of the spokesperson is incomprehensible, and it is impossible for people to form a connection between clothing and collective personality.For example, Shanshan asked Liu Xiang to be her spokesperson and said "China has me, Shanshan has you".What do you mean by your words?China has me, Liu Xiang, who won the championship and gained face. What will happen to Shanshan as a consumer if she has you?The sentence itself has no logic, and it is far from the cultural image of a clothing brand.Other brands are not much better.Qipai men's wear invited Jet Li to endorse, with the slogan "Men should be tougher on themselves"; Septwolves invited four celebrities at once, and the slogan: Men have more than one side.Did he want to use four men to represent different types of men?The starting point is good, but the audience can't see any difference between the four of them.These slogans are confusing.They are all using Nike's method to make Chinese men's clothing. This is a completely different industry and is destined to fail.

In the positioning of gender characteristics, Chinese men's clothing is basically on the masculine side, without exception, emphasizing the masculine brand image.From the spokesperson they found, we can also see that Liu Xiang is the fastest hurdler in the world; Jet Li is a martial arts star; among the seven wolves, Hu Jun often plays the big villain, and Sun Honglei has a fierce face.Rimula men's trademark itself is the image of a muscular man.If you give Chinese men's clothing a position in the entire men's clothing industry, they are all on the most masculine side. Figure 4-5 shows the positioning of our Chinese men's wear in the men's wear industry, all of which are concentrated around BOSS.

Furthermore, menswear entrepreneurs especially love to bombard advertisements on TV stations, among which CCTV is the first choice.Every day during the prime time of the TV station, a man pops up in the advertisement, shows off his figure in a cool way, then shouts an inexplicable slogan, and plays a boring subtitle like "XX men's clothing, a well-known trademark in China". This approach may be related to the current habits of Chinese people: Most Chinese people, rich or poor, watch TV, and TV is also their main source of information.However, this is also far from the world's mainstream methods.Their approach is often to showcase their products through international fashion conferences and fashion magazines, and at the same time attract relevant celebrities to wear their own company-designed clothing in public to demonstrate their brand status and strength, especially at the Oscars. , or celebrities and dignitaries.

All in all, domestic men's wear brands have failed to grasp the essence of the corresponding industry, and have always missed the point.