” The plight of men’s brand bigger than the women .” It is in the recently held 2013 China Garment Conference, co-expression of a number of industry views . Beijing Daily reporter also found a number of menswear brands recently published three quarterly generally poor performance , net profit fell still become mainstream. Some analysts believe that the men of “trapped ” the main reason lies in its conservative, brand development lags behind.
Men exposure big decline in performance
Reported in the third quarter , net profit of 2,199,200 yuan Busen , down 84.59% YoY . Kanu Di Road, net profit fell 29.08% . There Chinour with performance similar to its third quarter net profit fell by 115.88% , a loss of 3.175 million yuan . In addition, seven wolves third quarter net profit of 1.16 billion yuan, down 25.63% ; Joeone January-September net profit fell 9.62 percent .
As the industry leader, is currently more focused on real estate last week released three quarterly Younger also revealed that the company achieved operating income of the first three quarters rose 50.02% , net profit rose 21.74 percent year on year , but the company emphasized that the revenue increase in revenue was mainly due to the real estate sector rose 108.74 percent year on year . Conceal the strong performance of the real estate sector the main industry of fashion, Beijing Chinese Commercial News reporters Ling Congqi and Ban Nianbao found Youngor brand apparel business income during the reporting period fell by 37.75% , mainly ” involved in the sales gross profit and operating income decreased the combined effects of other factors . ”
Brand development lags behind as the main cause
Garment industry is currently at the downturn has become a consensus , ” However, the current plight of men’s brand to be larger than the women .” Zhejiang University of Art and Design Department Zhao Weiguo said that . The ” brand failed to advance with the times ” is the main reason for men to become the hardest hit .
” Most men’s brand is to follow in the post- ’60 ‘, ’70 after the ‘ grow up, things have changed , and now the real spending power of society is ’80 ‘, ’85 after ‘, their needs, shopping habits have changed . ” Zhao Weiguo said. Another industry supplementary analysis, said China before the main skills-oriented menswear , in recent years , gradually turning fashionable , but those ” rest on its laurels , not to seek a breakthrough ,” the brand of men will naturally be those ” more in line with the taste of fast main consumer group fashion brand ” squeezed market.
Zhao Weiguo also stressed that not only the trend is changing , people’s consumption habits also changed dramatically , and this gives the domestic brand of men’s equally unprepared. “80 “, ” 85 after ” pay attention fast, convenient and practical experience , in order to adapt to this change in habits , companies must find their e-commerce and retail point of balance.
Upgrade emphasis on design menswear brand
In fact , men’s companies are introspective , with enterprises to Beijing Daily reporter said that China does not lack clothing brand , ” but too many brands , too severe homogenization ” , which also increased the garment industry is sluggish tide.
However, ” whether it is China or the Chinese men’s designer brands, are still in the initial stage, the urgent need to upgrade .” A clothing industry source said , he further stressed that the current menswear industry is impetuous, the lack of an intensive spiritual , “In the industry downturn , many garment enterprises are turning to real estate investment hotter , however, from a long-term perspective, China ‘s men’s brand very future for the realization of its rapid development, the domestic brand of men were the first to understand our culture, and then explore in fashion design and other aspects of their own uniqueness . ”
June , Hangzhou Younger abandon the king , then , whether the industry’s return on its main business clothing filled with speculation. But it is clear that China is not the fate of men rests in the hands of a few giant once , “Who innovation more , who will become the ultimate winner .”
