How To Grasp The New Pattern? Investigation And Analysis Of Men'S Clothing Market Consumption

10 years ago, it was single and boring. Men's wear In recent years, it can be seen as a wild eye, formal dress, business entertainment, sports and leisure, fashion and leisure. The men's wear market is constantly broken down and has become a multi stand situation. How to grasp the new pattern of men's clothing industry? Where will men's clothing enterprises go? For this reason, according to the analysis results of thousands of questionnaires on "men's clothing market consumption survey", the reporter combed the development trend of men's clothing market, and jointly sought the road of transformation of men's clothing industry with enterprises, and opened up a better era for men's wear.

Consumption survey

75.6% men prefer black and white.

2/3's men are keen on shopping alone.

The trend of consumer market has attracted much attention. What are the special characteristics of male consumer groups? consumer demand What are the different consumption habits and preferences? What do they think of today's men's wear market? For this reason, this magazine jointly conducted a survey of men's clothing market consumption before and after the Spring Festival.

All the respondents were male. A total of 2200 questionnaires were distributed and 2167 valid questionnaires were collected. Network questionnaire There were 2122 questionnaires and 45 face-to-face interviews. The survey mainly consisted of young men and young men, accounting for 62.5% of 30~40 years old, 13.8% of 40~50 years old, 14.4% of 50~60 years old, and less than 5% of other age groups. The respondents were mainly middle and high income. The monthly salary was 5000~10000 yuan, 85.9%, 3000~5000 yuan 10.2%, and the rest less than 5% (see Figure 1). {page_break}

Fig. 1 sample composition

The shopping center is the first choice

According to the survey data, the proportion of respondents who chose Shopping Mall and shopping mall was 61.2%, 33.3% of clothing stores, 4.5% of department stores and 1% of wholesale markets. Brand discount stores are also popular among male consumers.

Buying habits, 67% of male consumers like to buy alone, 24.4% of male consumers said they would go shopping with friends, and 8.6% of male consumers said they would buy it on behalf of others.

In terms of frequency of purchase, most people concentrated in 0~1 times, with a ratio of 82.5%, 2 times 12.7%, 3 times 4.1%, 4 or 4 times 0.7% (see chart 2). {page_break}

Fashion casual wear is most popular.

In terms of male consumer dress styles, 41.9% of respondents preferred fashion casual wear, 33.2% of formal clothing, 17.3% of sportswear and 7.6% of business casual wear.

Among the favorite spring and summer products, shirts accounted for 79.8% and T-shirts accounted for 20.2%. Among the most popular clothing items in autumn and winter, 47.4% of fur garments, 29% of fur coats and 23.6% of down garments. Among the most popular trousers, western trousers accounted for 59.2%, casual pants accounted for 26.1%, and jeans accounted for 14.7% (see Figure 3). {page_break}

Figure 3 male consumer style and single product preference in each quarter

Style is the primary factor of purchase.

What factors do male consumers value most when purchasing clothes? The survey data show that styles are the most concerned, and 89.3% of respondents choose this option. In addition, quality accounted for 56.5%, brand and fabric accounted for 47.8%, price accounted for 43.5%, guidance and after-sale services accounted for 23.6% (see Figure 4).

Figure 4 distribution of male consumer concerns

Three men's clothing brands are popular.

The preferred menswear brand is basically answered by respondents over 35 years old. Young consumers often say "no choice". In the effective questionnaire, the popularity of the three men's clothing brands of Shan Shan, YOUNGOR, and Li Lang were not equal to each other, accounting for 75.6%; followed by nine herd kings accounted for 48.2%, Saint de West accounted for 33.5%, Jin Ba accounted for 32%, the Sunu accounted for 25.1%, seven wolves accounted for 23.2%, Tai Zi Long accounted for 15%, and tiger accounted for 9.6% (see chart 5).

Fig. 5 brand preference distribution of male consumers {page_break}

Feel good and comfortable is the most important.

In terms of clothing materials, the proportion of respondents who chose natural fibers such as linen, linen and wool was 79.3%, and 52.2% of functional fabrics such as hygroscopic and sweat perspiration were selected, while 82.6% of respondents believed that they should feel comfortable and comfortable.

In terms of color preference, black and white color was the most popular, with a selection ratio of 75.6%, followed by a yellow line, a ratio of 65.9%, a brown grey system accounting for 51.6%, and a red and blue system accounting for 24.4%.

In terms of the average consumer price, men spend more than 1500 yuan per garment for the most part, accounting for 64.5%, followed by 500~1000 yuan accounting for 14.1%, 1000~1500 yuan for 10.1%, 200~500 yuan for 10%, and less than 200 yuan for 1.3% (see chart 6).

Fig. 6 male consumers' fabric, color and price preference

It is difficult to get the right clothes.

According to statistics, male clothing consumers often encounter problems in clothing, clothing styles are not new enough to 76.2%, it is difficult to pick out their own clothing for 72.2%, not enough clothing varieties accounted for 71.5%, do not know how to carry out the overall clothing collocation 69.1%, shopping guide service is not professional 52.8%, shop display features 47.4%. In addition, some respondents mentioned the problem of unequal size (see Figure 7). {page_break}

development history

Ten years of trials and hardships

From traditional professional wear to today's fashion and leisure style, men's clothing industry has undergone tremendous changes in the process of changing consumer demand and enterprise development.

From manufacturing to brand

From the end of the 90s to the beginning of 2003, Ningbo, Wenzhou, Shishi and other garment processing industries emerged in succession. YOUNGOR, seven wolves, Chinese fir, reporting birds and so on rely on large-scale production, supply and sale of garment enterprises started to grow rapidly, and gradually become the representative brand of men's wear market.

Before 2005, the men's wear market was still dominated by traditional professional suits and business men's wear. Later, influenced by the European trend, Chinese men's clothing also gradually developed towards business and leisure. Enterprises such as YOUNGOR, Shanshan and Shun Mei began to increase leisure products.

Wang Xu, principal investigator of the China Textile Information Center's popular trend center, said that because of the resource advantages of the southern enterprises, the main channel expansion is brand shops and franchisees, and franchisees play a very important role in brand promotion. While the northern market is dominated by Direct stores, and the franchisee as a supplement, the speed of brand expansion is slightly slower.

From 2006 to 2007, men's clothing market began to become fashionable. Early in the enterprise, the preference of 25~45 years old group to mature business casual men's clothing was emphasized. Then, the demand for fashion products by 20~35 year old group gradually attracted the attention of enterprises. Wang Xu believes that although business casual brands are still many, fashion and leisure will become the trend of the future.

Transformation is urgent.

"At present, the domestic men's wear market has entered the era of comprehensive brand competition." Si Hongjun, assistant general manager of Beijing Shun Mei garment Limited by Share Ltd and general manager of the domestic trade department, said that especially the impact of the financial crisis and rising costs on foreign trade export orders, many foreign trade enterprises and garment enterprises taking account of two markets at home and abroad have gradually shifted their focus to the domestic clothing market. Large scale international brands entering the Chinese market also make the competition for men's wear market more intense in the future, while domestic brands still have a certain gap with the international brands in terms of design, research, development and marketing promotion.

For every men's clothing brand, 80 and 90's consumers are becoming the most attractive target customers. They are a self consuming generation, living in the Internet age, paying more attention to fashion and paying attention to the embodiment of individuality.

Lu Hao, deputy general manager of Zhejiang newspaper bird bird dress Limited by Share Ltd, said that in recent years, men's wear market has presented the characteristics of personalized design, market differentiation and diversified styles. The transformation of enterprises is inevitable, and eventually will form a new pattern of men's clothing. The core of change is to homogenization.

Market dynamics

Consumer demand PK menswear design {page_break}

Three mainstream consumer groups

In the men's clothing market research, for the "usual dressing preferences", fashion casual men's clothing slightly dominates, accounting for 41.9%. Due to the special social status of men, there is still a large demand for formal clothing, accounting for 33.2%, followed by sportswear and business casual wear.

In this regard, Zhang Yanguo, designer of Beijing rush clothing company, said there are three types of male clothing consumers:

First, "people depend on clothes, horses and saddles" consumer groups, mainly refers to people who need to wear specific clothing at work, such as salesmen. When choosing clothing, these consumers mainly start from actual needs, and demand is simplistic.

Second, the trend of fashion consumer groups, their consumption is mainly driven by the trend.

Third, those who love sports and leisure can also be divided into two categories: sports function and leisure life. Sports function consumers mainly consume outdoor sports and other functional clothing, such as the outdoor clothing brand The North Face consumption crowd; leisure life consumers wear clothes suitable for everyday life and have a certain personality, such as the JEEP consumption crowd.

Male consumers tend to have rigid demand when buying clothes. In this process, they attach more importance to brand identity. Therefore, shopping centers and clothing stores are often the first choice for their consumption. The results of the survey also accord with this conclusion. The proportion of shopping mall and clothing store is up to 94.5%.

Some consumers say that they do not like shopping too much. Once they find the most suitable brand, they will consider buying the brand clothing for a long time. At the same time, they will shop one-stop shopping at the brand store and purchase a variety of products at once, thus reducing shopping time. Male consumers showed relatively high loyalty and dependence on brands.

The results also show that among the many factors such as clothing style, quality, brand, price and so on, when women buy clothes, the style has become the most important reference for men. The proportion is as high as 89.3%. The Red Army explained this in design. He said that the personalization and differentiation of men's clothing demand are mainly reflected in the use of clothing styles, fabrics and colors, which will gradually change the phenomenon of homogenization of products in the past. Especially in recent years, the popularity of leisure, retro wind and the demand for environmentally friendly fabrics and functional products has made the market segmentation of men's clothing more clear. Compared with fabric, it is more important to emphasize individualized design, and the influence of original style brand on consumers will be bigger and bigger.

In the "favorite three men's clothing brand" option, some young consumers said that the men's clothing brand listed in the questionnaire made them "hard to choose" or "unable to choose". They thought the brand was "the choice of 40 year old mature men". ZARA, H&M, Lining, Adidas, Nike and other parity fashion brands and sports brands are more popular with them.

Personalized demand urgent

According to the survey, more than 70% of consumers say it is difficult to pick out clothes that are suitable for themselves, clothing styles are not new, clothing varieties are not enough, and another 69.1% of consumers do not know how to carry out the overall clothing matching. The main reasons for the respondents are: clothing styles, varieties are too few, homogenization is serious, there is no need to pick; usually too little shopping, enterprises should increase brand promotion efforts; men's clothing technology is too slim, but their body size is often not so standard.

For this reason, Shun Mei's Red Army believes that consumers find it difficult to choose their own clothes, which reflects the increasingly urgent demand for personalization and differentiation among male consumers. Take Shun Mei suit as an example. The same style suit will try to distinguish different fabrics. The same fabric will try to distinguish different colors, processes and accessories. If it is truly indistinguishable, it is necessary to embroider the names of consumers on the same clothes to distinguish them.

Most of the problems encountered by male consumers in clothing selection are mainly focused on the choice of styles and the matching of clothing and costumes. At present, there is a serious phenomenon of homogenization in the domestic garment market, and the demands of consumers are getting higher and higher. More fashionable and personalized brands are needed to meet this requirement. Male consumers are not as good as female consumers in dress matching ability. Clothing brands should be strengthened in the series of products, store display and consumption guidance, so as to provide consumers with more convenient shopping experience and become an all-round image consultant for male consumers.

Wang Xu said that some of her friends live and work in cities such as Beijing, Shanghai and Guangdong. They often feel that they can not buy the right clothes, mainly because the price of clothing does not match the quality and style of their products. "For example, men's clothing in business casual category is of high price and quality style is just like that. The price of young and fashionable brands is cheaper, but the quality often fails to meet the psychological needs of consumers.

Zhang Yanguo said: "many male consumers themselves do not have a clear demand for clothing. He is short of clothes, but he doesn't know what to buy. " At the same time, some men's clothing enterprises also have this problem. Li Luwen, the designer of men's wear designer studio, said that many small and medium-sized men's clothing enterprises do not have high requirements for designers. They only look at those products that are well sold in the market, and business operations are entirely market-oriented. "Most manufacturers are losing profits to the needs of a certain group of consumers if they make the profit as the first goal." Zhang Yanguo said.

Men's wear design begins a splendid journey

For consumers' complaints about "men's clothing styles and varieties are too few," Zhang Yanguo also has another view: "there are many leisure products, and business casual clothes emphasize people's sense of identity. But fashion products are individual and distinctive, such as hand-painted style and graffiti style. They represent JEEP, Marlboro, The North Face, G-STAR, Levi s and so on.

He believes that although men's colors are not richer than women's clothing, bright colors have been gradually accepted by men, such as pink, light blue and dark red, which are increasingly used in men's clothing design. At the same time, the plate is more self-contained, and pays attention to the matching of fabric and style. More neutral elements and embroidery are applied to the design of men's clothing.

The Red Army added that all elements must be applied properly, especially in men's collocation, so that the same color system should be chosen as far as possible so as to ensure visual harmony. In the design process, men's clothing should pay more attention to the influence of lifestyle and the matching time and occasions of clothing. Most Chinese male consumers are low-key and introverted, but they do not mean that they do not pursue fashion, but how to grasp and break through a problem. Men's clothing pays more attention to quality and details, and pays attention to the overall shape of clothing. Therefore, the material selection and collocation and details change are often more diverse, so that men's fashion instead of publicity.

Meanwhile, male consumers do not buy many clothes in a year. Among the respondents in the market survey, the proportion of buying clothes per month is 0~1 times, up to 82.5%. Therefore, clothing matching should also arouse the attention of enterprises and provide more choices for male consumers. And product innovation will become an important breakthrough in the development of men's clothing market. {page_break}

Road to transformation

Finding the key to winning

The wind of change is coming.

Consumer demand is changing, designers are changing, and what is the adjustment of brand enterprises?

The road of enterprise transformation has already started in 2007. Li Lang put forward "simple but not simple" brand personality shaping. From 2007 to 2009, he made a high-profile appearance on the international stage such as Milan international fashion week, Tokyo fashion week, Taipei fashion week and so on. By 2010, Li Lang had successfully passed the critical transition period from wholesale to brand monopoly and gained rapid development.

In 2007, strong leader moved his headquarters from Quanzhou to Shanghai, so as to help recruit more talented people. In the next few years, we re hired senior experts in the industry to take charge of the R & D, design and marketing of the company's products, and strictly reorganize the distributors. The distributors and franchisees are the main channels and the outlets are subsidiary.

The success of CABBEEN is reflected in the strict adherence to the philosophy of "subversion", insisting on the "comfort and originality" of the products, highlighting the needs of men's clothing, carefully selecting and matching from fabrics to series accessories, and each product being sold in a limited manner. In 2010, CABBEEN began to innovate in the way of brand promotion, such as holding cultural salon, sponsoring professional forums, providing clothing for large parties or drama groups. The diversification of brand promotion has boosted CABBEEN's leap again.

The hard road of "old generation"

In this men's clothing market research, consumers under 32 years old almost all of the men's clothing enterprises listed in this magazine for more than ten years or even decades have not been able to choose their favorite brand from them. "There's no one I like", "it's hard to choose, they are more suitable for older people." In the eyes of young consumers, these brands are very famous brands when they were young, but they are the love of their elders, but they are not fashionable enough and are not personality enough. They are not the same age as themselves. Obviously, the transformation of the old enterprises is imminent and quicker. Their future consumers are a bit anxious.

Recently, seven wolves have repeatedly expressed this concern in the media: the seven wolves are shifting to the "old wolf" in the minds of the new generation of young consumers. To this end, seven wolves in the internal and external businesses have undergone major surgery. On the one hand, increasing the number of shops, increasing the proportion of proprietary stores, improving franchisees, constantly passing the standardized terminal management to convey the brand idea and image of the seven wolves; setting up the six management centers in East China, Southern China, North China, central China, southwest and northwest, which are responsible for the management of the franchising channels in the local area; at the same time, the company set up a customer representative system to strengthen better communication between the agents; on the system and system, the stock incentive plan is adopted to carry out "massive exchange of blood" for the top and middle managers.

However, new measures have brought new problems, such as the conflict between proprietary stores and franchisees, and how to achieve effective communication and cooperation in more complex organizational structures. When the scale of enterprises has expanded to a certain extent or even diversified, transformation is no longer easy.

To this end, many "old men" men's clothing enterprises launched new menswear brands for young consumers, such as YOUNGOR launched GY and Shanshan launched S2.

Young brand professional operation

Through this survey, we also found that people's brand concept has gradually improved. "Low and middle income" no longer represents "low and medium consumption". Male consumers have a stronger desire to change their lifestyle and social status through changing their costumes, so the demand for personalized and fashionable clothing has increased. This has also won opportunities for a number of new brands, typically represented by GXG brands.

In 2009, GXG entered the first tier cities in Beijing, Shanghai, Chengdu, Wuhan and Nanjing, and achieved good sales results in major shopping malls in Ningbo, Hangzhou and Wenzhou. In December 2010, the average daily performance of nearly more than 500 stores exceeded 28 thousand. In the short time, the success of GXG in the local industry amazed the industry.

As for brand positioning, as early as 2007, when the old men's clothes were all padded up in "business leisure", GXG took the lead in setting up fashionable leisure style, dominated by the terminal market, popularized fashion to the public through reasonable prices, and insisted on the classic black-and-white grey three color system to be classic, thus forming a terminal positioning and image differentiation development in the market.

In product research and development, GXG adopts the strategy of "special person to do special" post arrangement, that is, different types of designers are good at developing the whole product. It also aims at promoting the marketability of the entire stock in pursuit of a single combat capability.

In terms of product quality, enterprises begin to communicate with producers at the stage of R & D, and do not take cost as the dominant factor in processing and production, but focus on market efficiency.

In addition, GXG has also developed a well-developed logistics system. GXG is laying out goods at close range, and the ordering system is carried out at a long distance. Although the production line is completely outsourced, GXG can achieve strict control over the shipment period. It can first understand the specific sales situation of each branch, and carry out two-way feedback in time, and finally deliver the new products to the customers in the first time through the developed logistics system.

Channel construction and supply chain competition

Regardless of the emerging brands represented by GXG, or the old brands represented by seven wolves and Shanshan, they will face new challenges in the future men's wear market pattern -- competition in channel construction and supply chain management.

With the popularization of urbanization and the popularization of regional economy and the improvement of residents' income level, a series of national strategic measures have been pushed forward. Clothing consumer goods have come to a new market, and show polarization: mass consumer goods and high-end luxury goods. For mass consumer goods, price is still the primary criterion of competitiveness. Under the background of increasing labor and production costs, expanding the scale of enterprises and accelerating the speed of product upgrading, supply chain management and channel innovation become the key to maintain price and product advantages.

Wang Xu stressed that the supply chain construction is not only to strengthen the integration of internal resources of enterprises, but also to realize the integration of resources in all links of the entire industrial chain. He said that one of the important elements of the fashion industry is time, and whether it can produce clothing in the first time requires strong cooperation among the various links in the whole industry chain. How to effectively collect market information and transmit these information to the relevant links of the industry chain and improve efficiency instead of holding the attitude of "sweeping snow before each door"?

"China's men's clothing enterprises should be bigger and stronger than they can be done individually." Wang Xu sighed with emotion.

Reporter's notes

The road ahead is a long way to go.

The success of world famous men's clothing brands such as Armani and Versace lies not only in the advanced marketing methods, but also in the integration of these resources, such as designer resources, fabric resources, suppliers' resources and so on, and let their brand culture run through brand management all the time. For domestic menswear brand enterprises, this road is still a long way to go.

Of course, the impact of external environment on brand development can not be ignored. During the interview, many enterprises also felt unbalanced. Among the best sales channels, foreign brands often occupy the best position, the largest area and the lowest buckles, and the media often give free publicity to them, which has a great impact on the brand choice of consumers. It is important to establish China's own brand, build China's international brand and create a fair market environment in China. This requires the support of the government and the correct publicity and guidance of the media, so as to enhance national self-confidence and national pride.

When I was young, I often heard an advertisement saying, "everyone picks up a piece of garbage and the world will become better." As a participant in the whole social economy, whether the media, government departments, suppliers, agents, and brand enterprises can set an example by themselves, from the two sides of the business ethics and the laws and regulations to self-discipline, while fully fulfilling their respective responsibilities, and providing a healthy and orderly market environment for them, will our future become better?