生意越难做，柒牌男装的广告越“暴力”

Core Viewpoint - The article discusses the recent advertising strategies of the clothing brand Qipai, highlighting its attempts to regain market relevance through bold marketing campaigns, despite facing criticism for its aesthetic choices and messaging [1][4][8]. Marketing Strategies - Qipai has launched a new advertising campaign featuring seven world champion endorsers with the slogan "Wear Qipai, have style," which has sparked significant social media discussion [1]. - The brand has a history of controversial advertising, including previous campaigns that have been criticized for their design and messaging [4][8]. - In 2024, Qipai plans to invest at least 100 million yuan annually in brand promotion, targeting over 50 major domestic cities and 600 high-speed rail advertising screens [8][9]. Market Position - Qipai operates in a competitive landscape alongside other high-end menswear brands like Jiumuwang and Seven Wolves, with a focus on formal wear priced around 2000 yuan per suit [10]. - The brand has approximately 3,500 stores, ranking second in store count among menswear brands in China, but has not disclosed its revenue figures [11]. - Qipai's target market is primarily in lower-tier cities, with a customer base that skews towards younger and older individuals from small towns [11]. Industry Trends - The menswear market, particularly for formal suits, is experiencing a decline, with a projected annual decrease of 0.7% from 2021 to 2025 [12]. - Competitors are increasingly offering business casual options, and Qipai's marketing efforts aim to maintain brand influence amidst this shift [13]. Brand Identity and Challenges - Qipai's current marketing strategies, including its slogan and visual design, have been criticized for lacking clarity and appeal to younger consumers [16]. - The brand has unique product offerings, such as the "Chinese standing collar" design, which are currently underutilized in its marketing [14]. - Qipai's marketing agency, Hua Yu Hua, has been noted for its focus on impactful messaging, but its approach may not resonate with the evolving preferences of modern consumers [15]. Future Plans - Qipai aims to increase its presence in top commercial venues, with plans to enhance its store coverage from 8% to 46% in major shopping centers [17]. - The brand is also exploring innovative store formats and product lines, including a new "Qimen Light Luxury Trend Store," although its initial location choice has raised questions about strategic focus [17].