Meng Chi Chi Men'S Clothing &Nbsp; Advocating The Concept Of "New Business And Leisure"

Recently, I interviewed Du Aiguo, chairman of Wenzhou Di Shuai Garments Co., Ltd. with this question, and explored the "new business casual" menswear of China.

In 2010, when Du Aiguo, chairman of Wenzhou Di Shuai Garments Co., Ltd., after five years of brand operation and in-depth research and analysis of the domestic first-line market, he felt the trend of the development of the domestic business casual men's clothing industry. "Too business" and "too young" style of products seriously troubled the middle and upper level economic class and other high-end consumer groups.

Buying too good is too expensive to buy cheap and not up to grade. In this case, Wenzhou Di Shuai Clothing Co., Ltd. found the blank of the market, and created the brand of China's "new business casual" men's clothing. The target consumer group directly locked the upper middle class social elite or the successful people between 28 and 38 years old.

The brand positioning of "new business and leisure" in Monte Carlo is based on today's social development and consumption trend. Aiming at the successful men between this age group, the requirements for the dress are not bad. They are very particular about the quality of the garment and the details of their workmanship. They wear quality assurance, classic style and fashion sense, and can show the clothing of a successful man.

It is reported that "Monte Carlo" brand originated in Paris, France, for more than 100 years has been advocating exquisite, quality, comfortable philosophy of clothing as the basis for design and development.

After more than 100 years of development, the name of Monte Carlo has been well known in the European market.

In 2005, the "MC" business menswear brand was strong in China, providing business casual men's clothing for Chinese market professionals. The brand style inherited the noble tradition of European aristocracy. No matter in terms of fashion, style, version and other trend technology, it was also tailored for consumers in China and above in terms of consumption concept, product positioning, market price and so on.

Since its entry into the market, Montag has advocated to provide consumers with high quality products and consumption experience, following the brand concept of "simple and elegant, possessing and honourable". "Centenary brand and professional quality" has become the core value and brand symbol of Montag.

Du Aiguo believes that brand is the product of market economy. The more competitive market is, the more brand differentiation strategy is needed.

At present, China's clothing business men's wear market lacks the "backbone" brand strength, creating a brand differentiation competitive strategy consistent with the market demand coincides with Du Dong's thinking. Brand strategy is the foundation of brand building, the core of enterprise strategy is brand strategy, and the essence of brand strategy is to create differentiated competitive strategy. It is a strategic choice for enterprises in the increasingly fierce competition environment, in the trend of homogenization of products, technologies and services, and seeking to differentiate by brand creation.

Since 2004, Chinese men's clothing enterprises have begun to realize the importance of brand strategy and pay more and more attention to their brand building. Both the overall construction of marketing network, market segmentation and product positioning all show the trend of continuously strengthening brand operation. The real difference is not the method and strategy, but the difference of brand strategy positioning system.

From the perspective of the strategic planning of "MC. 2011" and "the next five years", upgrading the core competitive advantage of brand differentiation will become the direction for the next step of strategic upgrading. The innovative marketing strategy of the Mongolian brand has been widely concerned in the Chinese apparel industry.