Boundary Ablation &Nbsp; Two Major Industries Of Shoes And Clothing Entered The Era Of Cross-Border Competition.

The alligator group plans to march in all directions. Men's wear Market, Anta XTEP and other sports brand Adopt a product penetration strategy for casual wear market. In order to deal with the impact of sports brand, Zhejiang men's clothing enterprises also sounded the clarion call to the sports brand.

The industry believes that the two industries of shoes and clothing have entered the era of cross-border competition. Crossover also means the gradual blurring of boundaries. In the long run, sports brands and men's clothing brands will gradually merge and eventually form a pattern of winner take all.

The clothing market that is eaten up

For his plot in the men's wear market, Lin Jiancheng, President of the alligator group, did not shy away from it. According to him, the alligator group is making preparations for the launch of the new product line. In the summer of next year, the "gold alligator" and "silver alligator" leisure fashion men's clothing series will be officially launched.

According to Lin Jiancheng, the Allen Wright's men's wear series will be divided into "gold alligator" and "silver alligator". Among them, the age of gold alligator is mainly between 25 and 45 years old, while silver alligator is located between 18 and 30 years old, and the products of two series are similar in style, but the channels are different. Among them, the "gold alligator" will mainly enter high-end department stores as the main sales channel, while the flagship stores in the second and second tier cities are subsidiary, while the general stores only have a mid-range product line.

The introduction of alligator to the men's wear market is only a radical example of the sports brand entering the men's wear market. Compared with the great attraction of alligator, more sports brands adopt the strategy of product penetration. It is understood that at present, Anta, XTEP and other enterprises have already launched T-shirts, down garments and other clothing categories.

In response to the impact of sports brands, Zhejiang men's clothing enterprises also sounded the bugle call for sports brands. In November 17th, men's clothing enterprises announced that they invested 15 million 300 thousand yuan in the Shanghai fashion Road Co., Ltd., and formally entered the sports apparel market.

In contrast, min Pai men's clothing enterprises seem to have little way of doing so. Many men's clothing industry insiders say that the campaign brand nibble on the men's wear market has brought some pressure to them.

Fan Daoyuan, senior industry insider, said that the market of men's clothing will be eroded by sports brands, which will be a long-term trend, especially for T-shirts, down garments and other products.

Fan Daoyuan believes that compared with men's brand, sports brands have many stores on the one hand, many brands have more than 7000 terminals, while men's clothing enterprises have the largest number of terminals, which determines that the market penetration of sports brand products is much higher than that of men's clothing enterprises. More important, the price of sports brand clothing products is much lower than that of the orthodox men's clothing. "Terminal number advantage and price advantage make the market share of men's clothing enterprises inevitably be squeezed." {page_break}

Increasingly blurred boundaries

The march of sports brand to garment industry is the result of capital profits. The profit margin of clothing is much higher than that of footwear products. Announcements from listed companies such as Anta, XTEP and PEAK show that the profit margins of these sports brands are much higher than those of footwear products, and have become the main source of profits.

It is the relatively high profits of clothing that attract many sports brands to increase the penetration of men's clothing market. For example, fashion men's clothing may become the first victims. Liu Hong, the brand director of marasini, believes that the development trend of sports brands and men's clothing enterprises is gradually merging.

On the one hand, the original Nike, Anta and other enterprises are positioning professional sports, but with the market changes, fashion leisure products will be more and more. On the other hand, as for men's clothing, the original business and leisure are gradually moving towards fashion casual men's clothing. "Two different industries happen to overlap in the orientation of fashion and leisure, and the convergence of some products is inevitable."

From the perspective of the development trend of foreign brands, there may be a winner take all situation in the future Chinese market. Take Armani, an internationally famous menswear brand, according to Liu Hong. In many Armani stores in many foreign countries, it not only sells men's clothing products, but also includes children's wear, women's wear, footwear products, sporting goods and so on.

Liu Hong believes that this market trend will make the boundaries between men's wear and sports brands more and more blurred. The blurring of boundaries will inevitably lead to intensified competition in the short term, but this market will eventually find a new balance. "Then there will be a brand like Armani in China."