In recent years, physical retailing has been immersed in the winter, and at the same time, the trend of consumption upgrades has become remarkable. As a traditional pillar industry, garments are hard to keep up with, and their development is facing bottlenecks. The garment industry is in trouble, causing greater impact on the menswear brand. Breakout has become the main theme of the industry.
After years of development, China's men's clothing companies and brands have made considerable progress, mainly through four stages, namely, the OEM production stage, the manufacturer brand stage, the commercial brand stage, and the retailer brand stage.
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At the same time, China's men's clothing industry has a certain scale, forming a unique industrial cluster. Moreover, the technology of men's ready-to-wear garments has been greatly improved, and business operations have become more diversified, specialized, and the degree of internationalization has significantly improved.
However, with the slowdown in domestic consumer demand, the growth of the men's clothing industry has become increasingly weak. According to data released by the Industry Research Institute of Forward-looking Industry in the "China's Men's Wear Industry Brand Competition Pattern and Leading Companies Development Strategy Report", China's men's wear declined for four consecutive years between 2009 and 2013. Until 2014, sales of men's clothing only picked up and exceeded the overall growth of apparel products.
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Men's clothing industry bottomed out on the one hand, on the one hand, men's clothing companies and brand awareness of increased innovation, and pay more attention to improving product quality; the other hand, men's clothing companies in the brand transformation efforts to continue to deeper into the high-end menswear market.
In fact, because the men's wear market is easy to enter and withdraw, the number of menswear brands is too numerous, the industry concentration is limited, and competition for product homogeneity is serious. Therefore, strengthening brand culture construction is the only way for men's clothing companies to establish a foothold in the market. This is also the key to the development of China's menswear enterprises and brands.
Compared with other categories, the menswear industry is relatively mature and the market is relatively stable. However, under the upgrade of consumption, new brands have been emerging, foreign brands have been accelerating their presence, and brand competition is fierce. Domestic men's apparel companies cannot afford to take them lightly.
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Next, we must continue to promote corporate brand transformation and upgrading to avoid brand homogeneity. Brand competition with the connotation of comprehensive competitiveness such as quality, service and personality will be the focus of competition in the menswear industry.
In addition, information technology will also be more widely used in the menswear industry. At present, information technology has basically covered the research and development, design, production and sales of the menswear industry. In the future, it will further improve the informatization application of the men's industry.
Customization and cross-border will also be the two key words in the development trend of the men's industry. Among them, customization has become a key direction for the transformation of menswear companies and brands, and cross-border is an important factor in the diversified development of menswear and improvement of business performance.
Overall, the outlook for the menswear industry is still relatively optimistic, but related companies and brands need to grasp the future direction and development trends in order to stand out in the adjustment period.
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