A Typical Case Study On The Asset-light Model Of Chinese Traditional Menswear Brand

Since 2013,with the gradual slowdown of China's economic growth,the economic development has entered into "new normal",the internet business booming,China's apparel industry gradually entered a new era.However,for China's traditional men's wear industry,which began in production,in this era of opportunities,and facing great challenges such as,electric industry take over consumer market of the physical store and international famous clothing brand entry into the Chinese market on a large scale at the same time,all kinds of phenomena show that the competitive advantage of Chinese traditional men's wear brand in the low price production and processing industry has disappeared.Therefore,Chinese men's wear traditional brand enterprises are facing the special period of "brand transformation and upgrading".Therefore,it is imperative to get rid of the low value-added link of traditional industrial chain,enhance the added value of brand,and focus on the shaping and operation of asset-light of brands.Therefore,the research of this subject is based on a certain logic,First of all,the second chapter introduces the literature review of men's wear industry and brand operation mode,and the related theories,the third chapter analyzes the development of China's apparel industry and the status of the asset-light operation of men's wear brands,and then makes a detailed carding of the process of the asset-light of the traditional men's wear brand in China.At the same time,in the fourth chapter,based on the financial data and accounting data,this paper compares and analyzes the typical asset-light brand-HLA and the asset-heavy operation brand-Youngor in our country,and studies the advantage characteristics of the asset-light operation model.Finally,the fifth chapter chooses the Chinese men's wear brand-HLA as the typical case,carries on the detailed research to the brand,and carries on the interview to the related responsible person of HLA,thus carries on the concrete detailed case analysis to its asset-light operation model.In addition,chapter sixth summarizes the experience of asset-light operation of Chinese men's wear brands and puts forward corresponding suggestions.It is hoped that under the perspective of asset-light operation of brands,the Chinese men's wear brand enterprises that are in the phase of recovery and transformation and upgrading will have some enlightenment.