Quanzhou, Fujian Province as an important national production base, the birth of many well-known brands, including sporting goods, men's clothing, food, sanitary ware bathroom the most prominent. Since the beginning of 2000, ANTA has set up a brand promotion mode of "CCTV + Star". Anta, Xtep, 361 Degrees, Pick, Hongxingke and so on have all emerged one after another. After that, the men's clothing industry has started to exert its influence. Through promotion methods such as TV commercials, spokespersons and World Cup marketing "Acting franchise + Direct" channel development, several far-sighted men's enterprises laid the foundation of the national brand, Septwolves, Lee Lang, the nine animal husbandry King, Rimula, Qiong licensing, Hudu, Xiniya, Sideya, wealthy birds, etc. A large number of brands surfaced, constitute the "Min faction men's" main lineup. "Qipai, Septwolves, Lee Lang, the nine animal husbandry Wang, Rimula and Other Min school faction, the rapid rise within a few short years, fame overshadowed fame earlier Shanshan, Youngor, Annunciation birds and other Zhejiang faction men, become the new men's line Brand. "(" First Financial Daily "2011.6.3 / D5 / Chen Lin) With the" Min sent men "tens of thousands of stores all over the country and each brand strength continues to improve, it has become China's garment industry in the most pattern A powerful force of influence. People tend to focus on those well-known shoes and apparel brands, they seem to have represented the "capital of the" shoes and apparel industry, in fact, behind them, there are thousands of shoes and apparel business. Domestic sporting goods industry this year has entered a "reshuffle year", the development of the menswear industry a few years, but with the price of raw materials, labor costs continued to rise, recruitment difficulties, external economic environment fluctuations and other objective factors and the "strong Hengqiang, the weak Weak "" Matthew effect "gradually revealed Quanzhou small and medium-sized garment enterprises in the development of opportunities? November 11, 2010, the leading platform for domestic B2C - Taobao Mall with "double-fold half-fold activities", the successful realization of "sales frenzy." According to "sales and marketing" data, "daily sales of 936 million yuan, more than 20,000 yuan per second transactions; 2 stores over 20 million yuan, 11 stores over 10 million yuan, 20 stores over 5 million yuan; A total of 181 stores over one million, grew up in Taobao 'Amoy brand' total turnover of billions of dollars. " Clothing sales accounted for one of the important piece, such a "sales carnival" to the "Min sent men" under the many small and medium sized clothing enterprises a lot of inspiration. One of them, "Danny Kas" from Jinjiang, China's "China's Casual Wear Town" (Yinglin Town / Rimula, Qipai birthplace), started its preparations for e-commerce business by the end of 2010. Taobao Mall official flagship store It was successfully launched in July. "Danicass" Department of Jinjiang Aidale Clothing Co., Ltd.'s own brand, the company was founded in 1992, focusing on men's casual pants research and development, production and sales, with an annual output of hundreds of thousands of high-quality men's trousers. Over the past 19 years, Aidale has been devoting itself to the field of slacks and is committed to providing consumers with high-quality, high-value and cost-effective fashion slacks. It has become the brand value of "Danicass". Ai Dalei missed the early this century, "Fujian Min Men," the rise of the brand trend, but insight into the opportunities this round of e-commerce. Traditional clothing brand enterprises in the country has a large number of physical stores, their sales is the core of the total sales. They launched the online sales business, but the offline physical stores and online conflicts "inevitable", to take into account the interests of franchisees, the lower the price is still popular online sales one of the important factors. Therefore, the traditional clothing business e-commerce sector is only as a "complementary part of" positioning, most of them did not set out to vigorously support the strategic determination to invest heavily in electricity. Second, the operation of e-commerce and traditional store sales business are two basic different modes. Third, many traditional garment enterprises, just e-commerce platform as a channel for inventory digestion, in addition to electricity providers in the end just sales channels, or an independent business model, the development of ideas to sort out. This gives emerging apparel brand opportunities. Lin Bixuan, general manager of Aidale, said: "We regard E-commerce as an independent business model. One of the successful foreign E-commerce operators is that E-commerce is used for channel expansion and e-commerce coverage. It is suitable for small-scale , Not many lines of business offline. " The head of the Denikas brand electricity supplier said that nearly 20 years of professional manufacturing experience of the company gave him confidence in the quality of the products, so that he had a solid foundation. With its own factory, the brand was able to control the costs further Network demand to make a rapid response; there is a good brand positioning, "Danicass" committed to become "China slacks experts" clear positioning greatly conducive to communication and brand building, in this direction, we will stride forward. "The company will use the annual major promotional budget for the network, fully support the business of e-commerce, backed by Taobao Mall, the country's most influential B2C e-commerce platform bigger and stronger." The official said so. It is understood that the "Danicass" store has been successfully stationed in Shenyang, Guangzhou, Shanghai and other places a dozen shopping malls, the company also part of the budget out for the regional market development. Ai Dalei has been determined to explore the transformation and upgrading, directly through the network to face the huge domestic market, but under the pressure of Quanzhou, a lot of small and medium garment enterprises, still bite to OEM or traditional wholesale business. The good news is that in the tide of this round of e-commerce, the excellent performance of emerging brands like "Min-faction men's clothing" such as the ancient card cards and the paper cranes has become a learning model for later generations.
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