Poor men's ability to exchange blood

Although sales of women's clothing are better than men's, competition is fierce. Wu Nan, who has just walked out of the university, thinks that finding a job that she likes and matching with her is so difficult, she might as well start her own business and open a menswear store. After a visit to the market, his men’s business dream was completely dispelled. Due to declining sales performance and huge inventory pressure, China’s listed men’s apparel companies have handed over a dismal performance list in the past two years. The elimination of the fittest in the industry is also gaining momentum and the men’s clothing market is buoyant.

The current status of sales is low, and the high price of men's clothing is difficult to say. "The withdrawal of the counter is the final day of the whole game." After taking a walk on the market, you will find that many men's clothing brand stores are closely affixed with such words. Not only that, but many brands of men's clothing in major shopping malls are quietly evacuating. Recently, Wu Nan helped a friend of a certain brand of men's clothing in a shopping mall to do the final clearance. “After all, it was the first time that you started a business. You have limited funds and can't act rashly. So, through friends and family, you have found some men in the men’s clothing business. You can ask about the sales of the men’s clothing market. Everyone says that business is not good.” Wu Nan A few customers who pointed at the counters said that a few days in the store helped them find that men’s clothing was not easy to sell and that men’s purchasing power was not as good as women’s. The frequency of style updates was not as fast as that of women’s clothing. Although the prices of men's singles are higher, their sales are very low.

Comparison of men's clothing purchase is less than one-third of the difference between women's clothing. Subsequently, the reporter in a shopping mall men's clothing area also found a circle, its passenger traffic is far from the women's area, many men's clothing sales counters, there is no trial customers . In this regard, Wu Xiaobei, manager of Changchun Meilun Garment Co., Ltd. and Meilun Club House, who has been engaged in the clothing business for many years, smiled and said that there are indeed such maladies in domestic men's clothing sales. "Many domestic brands of men's clothing, especially men's clothing specializing in suit brands, many models 'plagiarism' big foreign brands, so the fashion control is always a slow one. Not only that, men's style is not updated and women's, the purchase of more than women, the difference Nearly a third. Therefore, men's clothing business is really not good."

The profits of some branded menswear companies have declined. The decline in sales of menswear has also been directly reflected in the performance of menswear companies. Seven wolves, the first to disclose earnings reports, saw net profit slip by more than 30% last year. In addition, the profits of Red Bean Co., Jiumu Wang, Dayang Creations, George White, Chinore, Baoxi Birds, and Busen shares also declined in the first three quarters of last year. The sale of the seven wolves men’s clothing brand at major shopping malls has also coincided with the declining sales performance. According to the annual report, the net profit of seven wolves dropped by more than 30% last year, and the market value of seven wolves evaporated by nearly 3.6 billion. In response, the company stated that the reason for the decline in company performance during the reporting period was that the apparel retail industry was weak and the company's orders fell; in order to ease the pressure on distribution channel inventory, the company recovered more inventory.

Analysis of many domestic brands of men's fashion is very conservative in this regard, Wu Xiaobei said that although these large domestic brands men's clothing market is highly influential, but in sales thinking has been unable to keep up with the current market. “A lot of foreign men’s wear brands have performed a 'exchange of blood' style for almost 18 weeks, and many of the country’s big brands of men’s clothing are still very conservative in style. Many times they just change buttons and locks, and they call it new types. This also led to a lot of styles in 2010, but it still does not appear to be 'outdated' at the moment. In addition, many large brands in China also have drawbacks in the area of ​​agency orders. For example, many manufacturers require agents to order and take orders six months in advance. If the sales of clothes in the season are not good, you can only go to special sales to book the next season's clothes for sale. Of course, the price of the sale is lower than the normal quarterly profit, as time goes by, the vicious circle, as far as I know, Many agents have a lot of inventory in their hands."

Future leisure, “private customization” or men’s fashion Although men’s listed companies did not perform well in 2013, it does not mean that all men’s clothing companies are sad. It is understood that, in addition to the listed men's clothing companies, domestic companies such as Ashton, Wolverhampton, Aedenburg, etc., these casual menswear companies have a very good market in 2013. Wu Xiaobei also said that due to the fashion style, the current casual men's clothing market has not been affected by the overall downturn in the apparel market. He also said that if the transformation, "private customization" for traditional clothing brands, especially some suit-based brands, is a good direction. Interviews with reporters also learned that this is indeed the case. Today's newspapers and many other suits and men's clothing companies have begun to move to the "private-custom" market. In today's increasingly personal pursuit of apparel requirements, "private customization" will become the future of clothing companies.