A Group Of Men In The Middle.

Nowadays China's men's wear industry is playing a leading role and the competition is becoming increasingly fierce.

In the coastal city of Fujian alone, there are many men's clothing brands "fighting hard", which have a strong impact on the leader of the industry.

The successful creation of "wolf culture", believing in partners, believing in oneself and coming all the way to the seven wolves, which has been involved in many industries and implementing multi brand strategies, is a solid foundation. First, the concept of "business leisure" was first introduced, and the "simple but not simple" business man's clothing, Li Lang, was created by artist Chen Daoming. It became a strong force in the men's clothing industry. Relying on Jet Li, Chinese elements and Chinese culture, the Chinese standing collar series was successfully created, and seven cards successfully created a clothing category and became a representative of this category. After being occupied for the first place in China's trousers industry for many years, the Jomoo king, who is famous for its humanistic management and enterprise culture, has sounded the horn in the men's wear field.

There are also those who have worked hard for many years in western trousers, the star of the international movie star Zhou Runfa, and the bird of wealth extended from clothing to clothing.

Among these men's clothing brands, the author pays more attention to Qipai.

In the recent brand communication of Qipai, the core is "where to be the hero".

See some of Jet Li and foreign models of outdoor plane, "where to be the hero" copycat eye-catching match; television ads, clapping, hugging, the hero "where to be the hero."

From "let a woman's heartbeat man" to "man must be ruthless to himself", then to "where to be the hero", Qipai company is committed to the brand connotation innovation and dissemination, brand maintenance and promotion.

From the point of view of brand operation skills, it is advisable to pmit "the male lead" to the same voice through outdoor, television and other media.

For the general brand operation, this is understandable.

However, this is not enough for seven cards, and even can be said that the operation is not good enough.

Qipai has been an important enterprise in the domestic apparel industry before launching the Chinese collar series.

However, in 2002, "unintentionally" launched the Chinese collar series (Zhongshan suit improved version), not only successfully created a new category of clothing, and created a good sales performance.

There is more important influence on the future of Qipai.

The Chinese standing collar series not only makes seven cards open up a road of differentiation and specialization in the homogenization of products, but also gives seven cards the fulcrum of culture.

I want to roughly think about the reasons for the market recognition and popularity of the Qipai Chinese collar.

On the material level of products, the collar style men's clothing is very unique in traditional suits, plus the Zhongshan suit has quite historical precipitation in China. In terms of brand communication, Qipai company has invested heavily. International movie star Jet Li, planner Ye Maozhong and strong media CCTV, they help Chinese standing collar to build a high reputation in the shortest time. At the spiritual and cultural level, the Chinese standing collar takes the collar products as the carrier, takes Chinese culture as the connotation, and tries to build a strong national brand.

Among these factors, I am most concerned about the spiritual and cultural factors, which is also the author's view that the biggest gains of the seven companies are "unintentional".

In the past thirty years of reform and opening up, China's economy has continued to grow and people's living standards have been improving.

With the rise of China's economy in the world and the Chinese nation on the road of strengthening national rejuvenation, the self-confidence of the Chinese people is rising day by day.

With the improvement of self-confidence, we gradually have "identity" towards the Chinese nation's tradition and culture.

Chinese consumers are eager to express their pride in products that are rich in Chinese elements or Chinese culture.

The Chinese tunic suit has a very short history in China, and it is said to be the first to be created by Mr. Sun Zhongshan.

This style of clothing is also loved by the historical giants such as Mao Zedong and Deng Xiaoping. It has a profound cultural accumulation in China and is recognized by the Chinese as a Chinese man subconsciously.

With the support of powerful design and research and development capabilities, Qipai company has carried on the inheritance and improvement to the Chinese tunic suit, and has designed the collar collar type Chinese standing collar, which is very Chinese characteristic.

The launch of the Chinese standing collar coincides with the trend of national self-confidence and has been strongly echoed by the market.

This also confirms the importance of design and culture becoming increasingly competitive in the apparel industry.

Therefore, from the strategic level of Qipai brand management, we should continue to play the Chinese brand, make the seven cards a representative of the national brand, and create a strong seven card through the Chinese culture. In addition, the brand will rise to the height of the country and nation, and it seems to be far superior to the brand appeal of "where to be the leading actor".

If we really build up and enhance seven cards according to this way of thinking, then seven cards should consider how to integrate more Chinese elements into brand communication.

In terms of product design, more consideration should be given to integrating Chinese elements and Chinese culture into products.

In view of the love for upright and traditional Chinese collar products, I bought a set of Chinese standing collar last year.

With the fashionable and well craftsmanship of the seven card Chinese standing collar, the author is a burst of ecstasy, but this kind of happiness has not lasted long.

After several times of wearing, I found that there was a "defect" in Chinese collar products: it was easy to take up dandruff, cotton and linen and other substances.

If those "little white dots" are attached to clothes, they will affect their personal image very much.

The author is thinking that if Qipai does not use the fabric of "white dots" to produce garments, it will be fine.

Just now, I have another suit of ordinary grade. Although the price is not high, there is no such "defect" of Qipai clothing.

There is also a set of Li Lang, which does not exist.

Later, at the door of some supermarkets in Fuzhou, I saw some people watching the promotional brush to deal with the adsorption of "little white dots".

If Qipai does not consider changing fabrics, then it may be good to have one of these brushes for sale.

Some people say that consumers are the real designers of products.

After wearing several times of the Chinese collar, I found another defect of this garment: a shoulder is prone to crease, and it can be restored when it is removed. I guess there are some problems in the design.

Later on, Professor Yi Zhongtian, who was speaking in a hundred lecture rooms, was dressed very much like the Chinese collar. There was also a "wrinkle" phenomenon on one shoulder.

One more thing, let the author "unforgettable".

Last year, a director of the company went to the seven card store. The clerk recommended a product for the director to try on, which fits perfectly.

In front of the mirror, we found that because of a button and the corresponding button hole asymmetry, button up button will appear the position of the belly of the garment wrinkle.

Surprisingly, the dress guide is denied.

I think the shopping guide's behavior has seriously hurt my feeling of seven cards.

It is a long and arduous journey for a brand to become an excellent brand.

It needs brand building, dissemination, maintenance and promotion. It needs continuous quality assurance, quality service, consumers' consideration and consumers' interests.

From China to the world, Qipai still has a long way to go.

Mr. Chen Shixin, brand observer.

It has unique views on brand management strategy, brand positioning, planning and competition strategy, and dissemination. In particular, it is concerned about the sporting goods industry, focusing on enterprise development strategy, strategy, enterprise management and management. Many works are reflected in modern business culture, financial management magazine, China market magazine, MSN commercial channel, China apparel network, China Civil Aviation daily, Huicong net, China management consulting network, global shoe net, world brand laboratory, China advertising network, global brand network, Xiamen network and other famous media.

Global brand network, China management online columnist.