The Development Mode Of Brand Men's Clothing In The Chinese Market Is Quietly Changing.

　　 Brand menswear The development mode of the Chinese market is quietly changing. The market of the first tier cities has been saturated, and all kinds of brands are strangely contested, but the effect is not good. After all, there are too many choices. If there is no bright spot, it will only make consumers fall into a dilemma of "wasting flowers and getting enchanting eyes". At present, the profit of men's clothing market in China's first tier cities is far lower than that of the two or three tier cities. In the first quarter, the market report shows that high-end men's clothing has a certain consumption scale at all levels of the market in China, with an average of over 25%.

According to the report analysis, at present, in the domestic first-line market, because men's wear gets in earlier, the number of people who own the same product increases, resulting in a gradual decline in their attractiveness to consumers and a weak sales growth. At the same time, many men's clothing brands have slowed down the pace of expansion in the first tier cities and turned them into platform for image display. Therefore, the advertising and marketing investment of men's clothing brands in the first-line market is much higher than that of the two or three line market, which has squeezed the profit margins of clothing brands.

Most people believe that the rise of rent in the first tier cities and the increase in operating costs such as manpower are the main reasons for limiting the profits of men's clothing brands. But in fact, the drop in purchasing power of consumers in the first tier cities is the real source. British Jack Dragon Men's wear market Analysts believe that the main force of high-end consumption in the first tier cities is the middle class because they need more investment to enhance their image. But since last year, as the cost of living continues to rise and CPI continues to rise, consumers in the first tier cities are tightening their money.

Compared with the prudent consumption and excessive pressure of life in the first tier market, the invisible rich group carried the banner of brand clothing consumption in the two or three tier cities. Although they are small in number, their spending power is considerable. Moreover, the pursuit of brand clothing is still in the initial stage of this group of people. There is a superstition mentality for the brand, often with high brand loyalty, and easier to guide the surrounding friends to consume the same brand. At the same time, there is a lack of concern about their core concepts, origin and so on. This kind of consumption concept makes the commodity price the main factor to decide the quality of the brand.

A clothing brand salesperson has also verified the above views. It shows that consumers in tier one cities prefer to choose basic or even discounted purchases; consumers in the two or three tier cities prefer to buy new, limited and classic versions of higher prices. Moreover, the number of purchases is relatively large.

The new trend of consumption in the domestic market has long been grasped by smart men's clothing brands. As early as two years ago, the British company had begun to sink the layout of China's stores. It is reported that 18 of its 19 branches are located in two or three cities, such as Shijiazhuang, Xiamen and Changsha, and only one of them is settled in Shanghai. Last year, Britain was still interested in opening two or three stores in the city.

In fact, the "perseverance" of the two or three line market has also given these clothing brands a return. According to the report, British Jack Dragon The monthly sales of the shops in Zhengzhou are over one million yuan; another clothing brand is located in Urumqi's stores, and for a period of time is the national sales champion. A well-known clothing brand in Italy also says its Huludao stores are among the best in the Asian market.