Fujian Menswear Brand "Collective Combat"

This is not a family.

In Fujian, through the Xiamen bridge, it has been driving eastward for more than 1 hours to arrive in another city, Jinjiang, Quanzhou. The county town with only 1 million 70 thousand population has gathered a number of well-known men's clothing brands such as nine Mu Wang, Li Lang, seven wolves and Qipai. Lilan full purpose billboard has marked the regional labels for the garment industry here.

Brand attack

In Xiamen Wuyuan Bay, Fujian seven wolf Industrial Park Limited by Share Ltd (hereinafter referred to as "seven wolves") chairman Zhou Shaoxiong, nine Mu Wang chairman Lin Congying and Jinjiang.

In the first half of this year, the seven wolves gave a satisfactory answer again.

In August 18th, the seven wolf semi annual report showed that operating income reached 973 million 596 thousand and 400 yuan, an increase of 10.67% over the same period last year, operating profit of 169 million 330 thousand and 500 yuan, an increase of 40.68% over the same period last year, and net profit of 123 million 783 thousand and 400 yuan, an increase of 31.02% over the same period last year.

Over the past few years, the performance of the seven wolves has maintained rapid growth, which is closely related to brand building.

Starting from the establishment of enterprises, Zhou Shaoxiong placed brand building in the first place of enterprises.

Following the signing of the seven wolves following the signing of the famous singer Chyi Chin, this year, the seven wolves also used the 4 popular stars of Honglei Sun, Hu Jun, Zhang Hanyu and Chang Chen as the spokesmen for the image, and jointly interpreted the brand values of the seven wolves in men's wear.

Employing star as the spokesman of the image is the practice that Jinjiang enterprises have been adopting since its establishment. Li Lang has invested a lot of money to engage Chen Daoming, a famous star in China, and Qipai has invited the internationally famous star Jet Li.

"Brand = celebrity endorsement + CCTV advertising + channel expansion" was once a brand marketing mode that Jinjiang enterprises imitate each other. This mode is considered by some people in the industry that the lack of brand details and serious homogenization make it difficult for consumers to establish long-term brand loyalty.

As a matter of fact, many Jinjiang clothing enterprises have been upgrading rapidly after brand recognition has been promoted, and once again achieved continuous development through pformation and upgrading, so as to get new development opportunities in their own way.

Lee Lang also used his achievements to prove his strength and won the "ten most popular clothing brands in the country" for many years.

As a matter of fact, Wang Liangxing, President of Li Lang (China) Limited, did not have enough money to advertise money.

Wang Liangxing recalls that during the 2004 Athens Olympic Games, when others watched the game, he was watching advertisements. At that time, the company's turnover was less than 100 million yuan, but he lost all his life and invested tens of millions of advertisements. In case of sales failure, he did not know how to do it.

Fortunately, with the positioning of market segmentation, the innovation of business casual men's clothing concept, and the adoption of market strategy such as rural encircling the city, Lirun is moving more smoothly on the brand road.

Decades of experience tells Wang Liangxing that the most effective way to increase gross margin is brand originality.

A shirt can be sold for 80 yuan or 8000 yuan, which can be 100 times the difference.

A good brand should be unique and unique.

The chairman of Qipai group, hung Zhao, is trying to make the Qipai men's clothing a fashion brand with Chinese national characteristics.

In addition to working hard on brand culture, Qipai is also looking for breakthroughs in marketing.

A few days ago, Qipai opened official micro-blog in Sina, and actively promoted enterprises and brands through micro-blog.

This is Qipai after the successful operation of the seven brand true love community and Qipai official blog, once again set foot in the "grassroots" marketing of the Internet media.

The king of nine kept insisting on Professionalization of men's trousers.

By measuring human body size and selling data for many years, King Mu spent a lot of time studying the body curves and making corresponding versions. The spirit of concentration led to the ten year's total ranking of the nine manufacturers.

Lin Congying, chairman of the nine Mu Wang, said that it will continue the advantages of fabric, manufacturing technology and design, from experts in western trousers to leading Chinese men's trousers.

Gain mastery by striking only after the enemy has struck

The China Apparel Association recently released the economic performance data of the garment industry in the first half of this year. In the 1~5 month of this year, the enterprises above Designated Size completed 10 billion 409 million 10 thousand garment production, an increase of 22.43% over the same period last year.

Domestic and foreign markets have steadily recovered, and the rebound in demand has effectively stimulated the rise in output.

The top 5 provinces of clothing production this year are still Guangdong, Jiangsu, Zhejiang, Shandong and Fujian provinces, and the total output of 5 provinces accounts for 80.48% of the total output of the country.

Wang Qianjin, chief textile analyst and senior textile analyst, told an interview with our reporter that although Fujian's clothing industry is not as good as the other four provinces in terms of total production volume, its advantages lie in its outstanding features. The late start of Fujian clothing has done a good job in the market positioning and market segmentation, and has already had a very obvious competitive advantage in men's wear and casual wear.

In addition, the development of Fujian garment industry cluster has gradually improved, mainly concentrated in Jinjiang, Shishi and other places in Quanzhou, Fujian. The relatively complete industrial chain and related supporting facilities have become a solid backing for the rapid development of the brand, and the clothing of Fujian has the potential to play a leading role.

Quanzhou garment industry, which has 10 Chinese clothing "two hundred strong enterprises", is more resilience and vitality after the industry shuffled by the financial crisis.

Quanzhou is building billions of billions of industries to form 5 hundred billion industrial clusters of textile, clothing, footwear, petrochemical, equipment manufacturing and building materials.

Jinjiang plate men's clothing is accelerating the integration of design, research and development, production, marketing, management, promotion and so on.

In the seven wolf Industrial Park, with an area of nearly 10000 square meters, the museum, which is jointly planned and constructed by The China Academy of Art and Shanghai, is undergoing the final renovation.

The museum, built on the basis of the original factory building, will not only bring together the growth of the seven wolves for 20 years, but will also be a new starting point for the seven wolves fashion culture.

Besides, the seven wolves are also expanding their channels for e-commerce and other channels besides traditional channels.

The joint efforts of Fujian garment enterprises not only develop rapidly in the domestic market, but also promote the further development of the export market.

In the 1~5 months of this year, the export volume of the top 5 garment provinces in China rebounded significantly, with the largest increase in Fujian and 32.09% and 24.58% respectively in terms of export volume and export volume.