Jinba men's clothing, forty and confused

@新 新 新

Author: fong Editor: Yi Page

Hong Zhaoming, the founder of Jinba Men's clothing, once said: "It is incredible that a person can do one thing in a lifetime." For 42 years, Jinba Men's clothing has always practiced the corporate values ​​of "focusing on eggplant". Value brand.

However, under the surface scenery, it was undercurrent. Under the youth of the consumer market and the hot national tide, the inflection point of the men's clothing industry has arrived, calling for more brands that dare to fission.

However, in recent years, it has frequently appeared in the fashion show men's clothing. In the market share of the Chinese men's clothing industry in 2020, Jinba men's clothing classified as "other brands" failed to make a cone in the men's market. Even in the jacket category, he lost to seven wolves.

Under the dual pressure of the industry's huge changes and brand fission, the ideal of "hundred years of strength, the long -term foundation" has come to a turning point.

Difficult high -end

Turking means new life and pain.

In 2019, Hong Boming, the third -generation helm of Jinba, mentioned in an interview that it is deeply aware that the business men's clothing under traditional definitions no longer exists. "The entire clothing industry is facing business integration, or the entire clothing industry is leisure and personality. The needs of consumers. "

In order to better cope with the changes in the industry and market, Jinba has formulated a series of strategies, hoping to find a new breakthrough. But now it seems that there is no ideal results.

2021 Jinba Men's Eggproke Products Specialty Show the Great Wall of China Great, Source: Jinba Men's official website

Going up, Jinba men's clothing with "high -end" ideal, proposed a "high -end new domestic goods" strategy a year ago. During this year, Jinba men's clothing frequently appeared on the show, hoping to promote "men's jackets break through the aesthetic stereotype under the continuous progress of creativity and craftsmanship."

However, the high -end strategy may not be the optimal solution.

At present, Jinba's main consumers are concentrated in third- and fourth -tier cities, and the main stores are also distributed in a sinking market. In the four major first -tier cities of Beijing, Shanghai, Guangzhou and Shenzhen, there are only 76 stores in Jinba.

The high -end positioning is low with Jinba's current market users. The jackets of thousands of yuan also make old customers call "too expensive". In the market of thousands of dollars, Jinba Men's clothing does not have enough competitiveness compared to the old -fashioned luxury.

In a word, the high -end of Jinba may not be able to succeed as expected, but it is likely to lose the sinking market.

High -end brand has always been difficult, and is even more so for clothing brands. The old sayings of "three generations of officials, first knowing clothes and eating" also reflect the special social significance of clothing.

For the high -end consumer market, whether a brand is high -end is not only the price, but also not only in design, but also the projection significance of brand cultural precipitation and brand's personal social image.

Therefore, the marketing scene of high -end brands is very important. Jinba's understanding of the brand's high -end is too single, and the scene of the show is too dependent on the show, which has caused the brand's radiation power to be limited, and it is difficult to reach consumers who do not pay attention to fashion shows.

At the same time, Jinba also ignored all aspects of brand channel layout and brand intangible assets, making the so -called high -end formal significance more important than practical significance.

From the perspective of consumer response, Jinba's high -end upgrade is still long -term. The brand history of more than forty years has precipitated stereotypes, and it is not easy to change overnight. Many consumers' impression of Jinba still stays on the "dad -style" or even "grandpa -style" men's clothing.

Some netizens on Weibo commented: "Pouring my dad to visit Jinba men's clothing is really one of the top ten torture of human beings. I feel that every piece of clothes are the same." Some netizens even asked: "Is the brand of Jinba Men's clothing still?"

It can be seen that compared to the high -end brand and increase the brand's "sense of existence" in the minds of mass consumers, it may be more important.

2. The youthfulness of "small repair and small tonic"

Going forward, Jinba Men's clothing proposed the brand youthfulness and "multi -brand, multi -product" strategy, revealing the ambition to share a share in the new consumer market.

Under the leadership of the helm in the post -90s, Jinba Men's clothing made a variety of youth attempts in the field of business and leisure, implanting more trends and fashion elements; ZHù Fa Cai, SHU Laibao Capsule, Marvel Union Famous products and other products.

Jinba also knows the marketing password in the era of traffic. He invited a lot of traffic stars such as Ouyang Nana, Bai Jingting, Zhu Xingjie and other traffic stars to wear the "ZHù Fortune" theme capsule series to shoot fashion blockbusters.

However, on Weibo, the topic of the topic of the fortune is 168,000 times, and the number of discussions does not exceed 5,000. Many young people still said: "Jinba men's clothing is too mature man, I think my temperament is still unavailable."

Compared with China Li Ning, who is also relying on the national tide, the youthful attempts of Jinba Men's clothing are obviously not successful.

The brand's youthfulness needs to follow the long path for a long time, and it is impossible to take shortcuts. In the eyes of young people, the "tide" of the tide brand lies more in the tone of the entire brand, the stories of the brand and the values ​​transmitted by the brand.

The "younger" of Jinba still stays in the shallow layer. It is also difficult for Jinba Men's clothing to abandon the business elite customer base that has been accumulated in 42 years. The one -time show or youthful series design is just a "small repair and small tonic" of the brand image. The change. "Old" is difficult to practice, and the "new number" is also difficult to play.

In order to reach more consumer groups, Jinba launched the brand KB HONG, the brand -named high -end men's clothing, the simple Suisuo of the urban workplace, and the brand's brand Little HONG.

Screenshot of the number of fans of the clothing of Jianba Men's Flagship Store and the number of fans of the Littlehong flagship store, Source: Taobao

However, the launch of the launch of nearly three years has not yet launched the brand reputation. On the official Taobao flagship store, most of the monthly sales of single products stay in 1-2. Consumers are also paying little attention to Little Hong, with only less than 2,000 fans of the official Taobao flagship store.

Between lingering, the brand image of Jinba men's clothing became more tearing.

Third, the dream of going to the sea for twelve years has not been completed

Going out, the "going to the sea" of Jinba men's clothing has been done for twelve years.

As early as 2010, the vice president of Jinba once said: "The future development focus of Jinba Men's clothing is mainly in the international layout, and the specialty stores are opened to the world through channel model innovation."

In 2009, Jinba Men's clothing moved from the Jinjiang to Shanghai, and the measure of "going out of the river into the sea" also included the strategic ideal of using the international metropolis to enhance brand radiation.

By 2019, Hong Boming responded to the reporter's question about the strategy of going out of the sea at the interview that since he wanted to be a century -old brand, Jinba must go to sea.

Jinba's dream of going to the sea has lasted for twelve years, and he was determined to be self -explanatory. However, compared to "going out of the river and entering the sea", although the real road to go to the sea has gained something, it is not smooth.

CEO Hong Boming revealed that in recent years, Jinba Men's clothing has contributed to some international cooperation. The company's internal operating teams, designers, and strategic partners have also introduced a large number of international talents. From 2020 to 2022, Jinba appeared on the official schedule of Milan Fashion Week for three consecutive years, further reflecting the international influence of Jinba.

However, Jinba men's clothing is far away from the real international brand. At present, Jinba has not successfully expanded the territory to overseas markets, and failed to acquire overseas brands as expected. Hong Boming also realized that the current trip to the sea is still in the exploration stage. "I hope that walking overseas is not only simply marketing, but with the brand's genes, ideas, and different Chinese brands to participate in overseas markets."

In addition to the frustration of the sea, Jinba's domestic listing plan has also been stranded for ten years. The dream of going to the sea for "driving a specialty store to the world" may only continue to hope in the future.

At present, the ideal of Jinba Men's "century -old power" has been halfway. Dumbered by the "middle -aged and middle" market, every step of Jinba Men's clothing up, forward, and outward is extremely difficult. Compared to the past and magnificent entrepreneurial period, Jinba can only move forward in step -by -step trial and error.

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