國內(nèi)男裝行業(yè)競(jìng)爭異常激烈，在浙江寧波聚集多家素有“紅幫”之稱的傳統(tǒng)男裝(西服)強(qiáng)勢(shì)品牌，諸如雅戈?duì)?、杉杉、?bào)喜鳥、培羅成、羅蒙、紅豆等；在泉州一帶，亦有多家男裝勁旅七匹狼、利郎、柒牌、勁霸、九牧王(虎都、愛都、富貴鳥)等，“覬覦”行業(yè)領(lǐng)先位置。再加上國際男裝品牌對(duì)市場(chǎng)巨大、潛力無限的中國市場(chǎng)的看中，紛紛挺進(jìn)中國，其高端位置勢(shì)必對(duì)中檔定位的國內(nèi)男裝品牌產(chǎn)生強(qiáng)烈沖擊––中國男裝行業(yè)的競(jìng)爭格局將進(jìn)一步白熱化。

At present, many men's brand vision in China is to lead the Chinese men's clothing or become the mainstream brand of Chinese business casual men's wear.

Objectively speaking, at present, domestic menswear has a certain influence on the brand, and the brand in the industry is weakening the attraction and sales of consumers.

There seems to be a "flat bed" pattern among many brands. It is of great significance to surpass and stand out from the above men's clothing brands.

In view of the limited budgetary resources invested by many companies and the current global economic downturn, I suggest menswear enterprises adopt the strategy of "regional rolling development" in terms of brand names.

Choose the 3-5 sales areas (or provinces) that make the top contribution to the sale. The system will advertise - provincial two TV stations, newspaper media, magazines, urban business district and station outdoor, car TV (buses, trains, buses), radio stations, ground marketing activities (entrepreneurial activities, University Entrepreneurship competitions, etc.), and sales network promotion and follow up, to create a strong brand position in the region, and promote the improvement of the national market by regional development.

    (二)借鑒安踏 

    作為運(yùn)動(dòng)鞋產(chǎn)品連續(xù)多年市場(chǎng)占有率第一、國內(nèi)領(lǐng)先的體育用品企業(yè)––安踏的品牌推廣與傳播體現(xiàn)出兩個(gè)明顯、高明的特點(diǎn)，值得我們學(xué)習(xí)和借鑒：其一，以在國內(nèi)最具影響力的職業(yè)籃球聯(lián)賽CBA為傳播主線，輔以全國排球聯(lián)賽、CCTV體壇風(fēng)云人物評(píng)選、NBA火箭隊(duì)合作伙伴、KO街道籃球賽、體育明星云集的群體代言、各種大型賽事的領(lǐng)獎(jiǎng)裝備的贊助等為脈絡(luò)，全面鋪開品牌的傳播；其二，以CCTV-5為傳播主戰(zhàn)場(chǎng)，以各省級(jí)衛(wèi)視、報(bào)媒、門戶網(wǎng)站為補(bǔ)充，從而達(dá)到一個(gè)嚴(yán)密、立體的覆蓋網(wǎng)絡(luò)。 

    由此，我對(duì)國內(nèi)男裝品牌管理提出兩點(diǎn)建議：其一，贊助一個(gè)全國性、持續(xù)性(不用全年持續(xù))的與品牌形象、核心價(jià)值相吻合(接近)的大型活動(dòng)，作為品牌的傳播主線；考慮一些有影響力的人物評(píng)選活動(dòng)，借以提升品牌高度和美譽(yù)度。其二，目前不少男裝品牌的廣告投放局限于央視1套、高速公路路牌、航空雜志、“軟文”宣傳等––深度和范圍有限、招商性質(zhì)明顯，品牌形象塑造與傳播相對(duì)欠缺。對(duì)此本人的建議是，適當(dāng)減少在央視的廣告投放，增加傳播的途徑––報(bào)紙、雜志、網(wǎng)絡(luò)、車載電視、公車車體、城市商業(yè)區(qū)戶外等，以達(dá)到立體、系統(tǒng)傳播的效果。 

    (三)整合廣告投放 

According to the relevant research, consumers are still looking at the quality of products today, with the increasing demand for spirit. One of the main purposes of purchasing famous brands is the protection of quality products.

At present, a lot of enterprises pay too much attention to the spread of the spirit, idea and connotation, which is far from enough for brand building.

Some men's brand advertising forms are relatively simple. It is suggested that in the case of brand image advertising and quality advertising, we should add appropriate product advertisements, corporate image advertisements and public service advertisements, so as to create a brand image with distinct image and integrity.

Surveys show that when consumers choose shopping, they are very interested in the corporate image -- the corporate image of the company itself, public welfare and social responsibility.

    (四)消費(fèi)者、媒介調(diào)查 

    男裝企業(yè)需要在購買專業(yè)調(diào)查報(bào)告的同時(shí)，每年定期舉辦若干次消費(fèi)者調(diào)查活動(dòng)(或消費(fèi)者溝通會(huì))，和我們的消費(fèi)者進(jìn)行面對(duì)面的溝通，洞悉消費(fèi)者需求、聽取意見、改進(jìn)不足，拉近品牌與消費(fèi)者的距離(亦可扭轉(zhuǎn)若干消費(fèi)者對(duì)品牌的不良認(rèn)知)。 

In terms of advertising communication, we need to investigate target consumers' exposure to media and habits, and effectively enhance the effectiveness of brand communication, rather than simply collecting the ratings reports provided by the survey companies.