The Brand That Occupies The Leading Position Of Domestic Casual Wear -- JEANSWEST 2

corporate culture

Among many similar clothing brands, JEANSWEST stands out with the image of "value for money", which is the leading position of domestic casual wear.

In order to maintain and enhance the brand image, JEANSWEST promotes the service level from the hygienic environment, store layout, commodity display, patient smile service, comprehensive after-sales service, salesperson recruitment and job training and guidance.

It is the embodiment of JEANSWEST's corporate culture that public spirited cause and society is returned.

At present, there are 20 primary schools named for JEANSWEST in poverty-stricken areas in China.

In the long march fund-raising activities, JEANSWEST donated 2 million 100 thousand yuan to build a JEANSWEST hope primary school in ten provinces along the long march.

In the near future, it spent more than nine million yuan to join hands in the hope of the project and set up a "JEANSWEST student grant" to contribute to the development of national education.

A series of activities such as "China JEANSWEST cup casual wear design competition" and "JEANSWEST all-around new talent" are held to provide young people with a platform to demonstrate their potential, exchange and learn experience.

The brand concept, which embodies the social value as the core, has deeply influenced every JEANSWEST customer.

"JEANSWEST" is a healthy clothing brand, and it is a positive and optimistic attitude towards life.

Brand personas

Leading sunrise group to pform continuously

In the 70s of last century, Hongkong's economy flourished and hundreds of garment factories spread across Hong Kong Island.

Foreign trade companies will get the garment quota orders from Europe and America, and then hand them over to these garment factories for processing and production.

Yang Xun and his brother Yang Zhaoxin set up the sun garment factory.

At the end of the year, it did not work and dragged down the factory.

The two men were as anxious as ants on the hot pot, asking everywhere who could still finish their work or could not do it.

On this day, a friend said to Yang Zhao, "there is a 200 dozen jeans, can you do it?"

Yang Zhao's eyes lit up, and he hurriedly promised to come down to the other side. Yang Zhao was almost dumb.

What kind of pants is this?

I've never seen it.

On the denim, play a 4 inch square square.

It's ugly, but Americans want it.

The key is that no one knows how to do it.

Yang Zhaoxin said: "it's difficult, but we do it!"

As a matter of fact, the difficulty of technology was quickly solved. They developed a small mold to fix the lattice.

Yang Xun, who was in charge of production, went all out to get through the first month. Although the 200 dozen tasks were not completed, they could finally take all the orders.

In the first year, about one hundred thousand dozen were eventually produced, the number of workers increased from more than 100 to more than 1000, and the factory area expanded from 600 square meters to 10 thousand square meters.

Yang's brothers fought for the first time.

The first pot of gold is full of money.

In 1979, the gates of reform and opening up were wide open.

Soon, Asahi group achieved the second pformation from producer to international trader.

At this time, the two brothers have a clear division of labor. Chairman Yang Zhao takes the lead in the market. Vice chairman Yang Xun takes the lead in production.

Entering the real estate industry

By 1981, the rapid development of Hongkong's economy has kept the deposits of banks more than 4 times faster every year. The accumulation of wealth has made the demand of the real estate market extremely strong. The whole Hongkong is like a crowded market, bidding, evaluation, auction and auction.

But the ensuing world economic depression and the Sino British Hongkong issue suddenly brought confidence crisis to the people of Hong Kong. In 1982, property prices plummeted 60% and collapsed in 1983.

At this point, the two brothers bought the large factory buildings at a low price, and they rented them to others.

By 1984, the Sino British Joint Declaration was signed, Hongkong's future direction was clear, the real estate market was reviving again, and the second years showed a rising trend.

The two brothers immediately took the opportunity to spend 208 million Hong Kong dollars in 1986 and bought 40% of the new steel line in Tsim Sha Tsui, Hongkong.

Yang Zhao said: "Hongkong, full of vitality and competitiveness, will bring a repeat of the high price in 1981."

Sure enough, after 15 years in a row, Hongkong's housing price increased by 20% annually.

In 1990, the price rose to more than doubled in 1981. The Bank of Hongkong in that year was 82 times as much as in 1970.

House prices are skyrocketing.

The brothers decided to sell the property in Tsim Sha Tsui for 1 billion 400 million Hong Kong dollars.

In 10 years, it has earned 7 times!

In 1997, Southeast Asian financial turmoil swept over, and Hongkong property prices once again leaked thousands of miles.

The cash held by Yang's brothers has finally got a way out in the downturn of the property market.

In 1998, the two brothers spent 1 billion 240 million HK dollars to buy the Beijing Road near Tsim Sha Tsui, and then spent 700 million yuan to build a new landmark in Hongkong.

"Now, it has become the landmark of Tsim Sha Tsui.

We have invested less than 2 billion yuan, and now we have more than 4 billion yuan.

Doubling the number, it has been so large that Yang Xun has lost consciousness.

At this time, the sunrise group has been listed in Hongkong, achieving the third pformation and entering the capital intensive industry.

JEANSWEST comes to China

Sunrise has become a huge capital operation machine.

In the early 90s of the last century, Yang brothers were divided into two parts: the capital intensive real estate and financial chariots were rumbling forward, led by Yang Zhao; the other was the manpower intensive processing trade, and the clothing retailing industry, which was preparing to win the battle in the whole country, led by Yang Xun.

In 1990, sunrise purchased JeansWest, an Australian leisure apparel brand, and founded JEANSWEST International (Hongkong) Limited, a subsidiary of sunrise group. Yang Xun became chairman of the board.

Yang Xun directed JeansWest to develop more than 200 stores in Australia and New Zealand, and became the second largest clothing brand in the world, and then entered the mainland of China in 1993.

In May 1993, the first store in the mainland opened in Nanjing East Road, Shanghai.

By the middle of 90s, JEANSWEST stores had opened to the entire Yangtze River Valley in Sichuan, Chongqing, Hunan, Hubei, Anhui, Jiangxi, Jiangsu and Shanghai, as well as one or two cities in North China, and more than 500 outlets (JEANSWEST 80% is a direct store, which is conducive to a long run).

Sunrise group has achieved the fourth pformation.

Adjustment and location

In the autumn of 1996, JEANSWEST suddenly fell into a low ebb.

The peak season report shows that most stores sell basically no goods, and customers can no longer develop. The problems that have been quickly covered up at the time are also exposed.

It took two years to correct every possible problem from small to large. After trying all directions, it failed to reverse the situation.

It seems that the adjustment is fixed.

At the end of 1998, Yang Xun underwent a major operation on JEANSWEST, changing the strategic orientation of "guiding the trend" to "keeping up with the trend" and lowering the price to the middle level, fully catering to the consumer psychology of the middle class consumer group from 70% to 75%, and even reducing the T-shirt to a minimum of 30 yuan.

Then franchised stores extend to all two or three level markets in the country, especially the surrounding satellite cities affected by the consumption trend of the central cities.

This adjustment made JEANSWEST slow down over the past second years and achieved continuous growth.

In 2005, JEANSWEST chain store made 1100 stores with a revenue of more than 2 billion yuan.

Yang Xun said JEANSWEST did not ask for speed but only for stability. As long as it linked up with the GDP growth rate of the country, its growth rate increased by GDP3 to 5 percentage points a year.

In this way, JEANSWEST's expansion is not blind, but is always consistent with the consumption ability of the Chinese people.