摘要
"闽派"男装作为中国服装产业格局中的一支奇葩,在经历了近30年的发展之后,纷纷进入转型升级、品牌提升、行业整合的全新阶段。面对同质化现象严重、竞争激烈、省级代理制弊端频现等内外交患的生存环境,"闽派"男装借助二次创业的契机,对企业发展及行业升级进行了积极探索。实施了以深度细分、品牌升级为核心的突围策略,为品牌注入丰富文化内涵,强化和突出品牌形象。同时,发力电商,多渠道消化库存,加强科学管理,稳步健康地进行品牌扩张。"闽派"男装通过多渠道整合运营,力求实现品牌和品类的新发展。
＂Fujian series＂ menswear as a wonderful pattern of China＇s garment industry, after nearly 30 years of development,has entered transforming and upgrading of brand promotion,a new phase of consolidation in the industry. Facing inner and outside environments suffered such as .serious homogeneity, excessive competition, and the industry the core frequent provincial agency drawbacks, Fujian series actively explores the entrepreneurial opportunity,implements the strategies of brand upgrading as breakthrough, infuses rich culture connotation into brand, strengthens and highlights the brand image. Meanwhile, it should enforce dectronic commerce, provide multi-channel inventory digestion, strengthen sdentific management,as well as steadily and healthily expand brand. ＂Fujian series＂ menswear, through multi-channel integration of operations,strives to achieve new development of the brand and the category.
出处
《泉州师范学院学报》
2013年第1期103-106,共4页
Journal of Quanzhou Normal University
关键词
“闽派”男装
二次创业
深度细分
品牌升级
＂Fujian series＂ menswear
second pioneering
in-depth classifying
brand upgrading
