The Way To Success Of JEANSWEST Brand

In 1990, Hongkong sunrise Group acquired the Australian brand "JEANSWEST" (JEANSWEST); in 1993, JEANSWEST entered the mainland of China and opened the mainland.

The curtain of the market has become the originator of China's casual clothing industry.

However, by 1997, JEANSWEST made a low-key and puzzling turn: to slow down the development of "100 cities and thousands of stores", only to refuse "doubtful success"; turn from "famous brand" to "citizen card", do not be a trend leader, be a follower of the trend, and start a "localization" tour, abandon the Australian brand's "noble blood" and make a complete "local brand".

It seems to be running counter to it.

But in the past 20 years, although its growth is not the fastest, its development is the most robust. The accumulation of steady growth is a startling result. Its brand is not the most popular, but it is the consumer's fashion necessities and has become a landmark impression of Chinese on casual wear.

Low key is far more difficult than high-profile.

What did this low-key brand do in the past 20 years? What did it stick to? What is its brand value, marketing concept and enterprise culture and development mentality? What did it bring to customers, employees, industries and society? -- "absolute brand: JEANSWEST brand 20 years".

Recently, at the signing ceremony of "absolute brand: JEANSWEST brand 20 years" held by JEANSWEST, the host asked loudly, "please raise your hand when everyone here wears JEANSWEST clothing."

On the first floor of the huge Beijing book building, in addition to the first two rows of media reporters, behind the crowd stood by the crowd who happened to catch up with the activity. After hearing the question, all more than 100 people raised their hands.

JEANSWEST chairman Yang Xun raised his hands and even said thank you. His tone was sincere and his expression was kind.

Outside the window, the shopping arcade of Xidan commercial street is visible. Several of JEANSWEST's stores also list among them. The more important thing is: there are always people waiting in line for fitting clothes outside JEANSWEST's fitting room.

No wonder people say that the brand that is visible everywhere in the first tier, second tier and three tier cities in the country is known as the most familiar brand among Chinese people.

Whenever people mention

When it was considered as a local brand, its price, design, style and operation seemed to be very sinicization, just like that of other popular casual wear brands.

Few people know that the brand that can be seen everywhere in China is actually from Australia, and few people know that this sales growth in mainland China keeps 15% to 20% per year. Up to now, the Asahi group, which has donated more than 100 million yuan to do public utilities, was once a small factory with more than ten workers.

In his novel brother, Yu Hua, a writer, once wrote: like grass, he was trampled and trampled by his feet, rolled and crushed by wheels, but still grew up vigorously.

Like this kind of vitality grass, JEANSWEST has gone through twentieth years of hard work and pioneering work in China.

{page_break}

"20 years is not easy, for people, 20 years is not short, how many 20 years can a person's life? But for enterprises and brands, 20 years are just laying the foundation.

It takes a long time to really succeed.

We have been making brands before, and now we have to consider how enterprises pform and increase output value.

In fact, I want to share with you the experience of JEANSWEST in the past 20 years.

Yang Xun took a book "absolutely civilian card", originally the haste tone has also become gentle, it is not difficult to see that he regards this book as a child.

Although JEANSWEST is from Australia, it is really growing up in the Chinese market. Now many enterprises in China want to learn from the experience of successful enterprises. Instead of learning from those brands that have grown abroad, it is better to refer to the "Chinese brand" that has been turned into China.

No overtime pay

As a clothing enterprise, it is normal to work overtime and rush to order in ordinary people's impression.

But JEANSWEST, led by Yang Xun, does not encourage employees to work overtime. What is puzzling is that the boss who does not encourage employees to work overtime often works overtime, becoming a "incomprehensible" boss.

"To work is to finish work. I work overtime because my work is not finished, but I do not want employees to work overtime."

Yang Xun always speaks with a smile, and the kindness revealed in the words is quite warm.

"But being a person must also have a sense of responsibility. It is responsible for getting the work done at work time. It is not responsible for the work to be done without work. I advocate that no overtime work should be done to improve work efficiency and get things done in working hours."

Yang Xun said frankly that it was hard for the garment factory not to work overtime. It was impossible for him to do that when he was young. But four years ago, he worked with the China Textile Industry Federation to set up a set of methods to improve efficiency. After 9 months, the factory no longer worked overtime.

"Compared to 9 months ago, our staff worked 13% less, but our output increased by 5%, so their wages increased by 19%."

No overtime work and raise wages, which do exist in JEANSWEST, but Yang Xun also said that now there are many ways to upgrade and upgrade enterprises.

In Yang Xun's mouth, one of the most common words is "poverty is the only way to get the best of the world."

In Yang Xun, this sentence is his deep responsibility and mission.

"Poor" is the ability to small, I always say that when people are small enough to manage their own, when the ability of small enterprises to run their own good, do not give the society trouble.

And when we have achievements, we should help others. This is social responsibility.

Managing oneself is a social responsibility and helping others is also a social responsibility.

Today, the ability is small, and will be able to be big in the future.

As an enterprise, the pursuit of profit is inevitable, but the biggest profit is not our goal, and the sustainable development of enterprises is our ultimate goal.

Be steadfast and calm in everything.

The "JEANSWEST" incident, which was a hubbub last year, once made JEANSWEST brand a pressure of public opinion, and all sorts of uncertain speculation and words made this good thing silent in gloating.

When people thought that JEANSWEST should speak out two sentences, JEANSWEST still remained silent; when people thought that JEANSWEST would be cautious and cautious when doing charity in the future, JEANSWEST still kept a low profile donation of 10 million and 3 million yuan to the China Youth Entrepreneurship and employment foundation and the Youth League Association of the Chinese youth volunteers.

Wu Bi, the author of "absolute brand", said that during the period of "boiling", he was doing interviews inside JEANSWEST's enterprise. The calm inside the enterprise made him feel the confidence and honesty of the company. At the same time, the company's calm in the face of public events also showed great demeanour, and the external pressure gradually disappeared in their calm.

{page_break}

"I am a Buddhist. When I am clean, I am the most practical.

Whether for JEANSWEST brand or Asahi group, I have been emphasizing social responsibility.

JEANSWEST has done its own business and has the ability to help more people when it comes to helping. This heart takes time to test.

Yang Xun's steadfast and calm makes JEANSWEST's name complement with charities. But as a young fashion brand, JEANSWEST is always connected with entertainment.

The twenty-first JEANSWEST cup casual wear at the end of March this year

The theme of the JEANSWEST design competition is "show me the true self". The ambassador to the event is the Taiwan popular orchestra.

。

In 2009 and 2010, Li Yuchun and Why jointly launched the "Why Me" series of costumes. In 2010, JEANSWEST invited singer Chen Chusheng to promote the ambassadors to the nineteenth China JEANSWEST cup casual wear design competition, and then to this year's Philharmonic Orchestra and the "JEANSWEST entertainment festival", which has been continuously named since 2007.

"To show off the real self is to show the true self, because nowadays young people like to show themselves, so we highlight the word" dazzle ".

Now casual wear design also needs to match the young fashion thinking mode.

Our customers are very fond of these young and energetic stars, who they like, and we invite them to be ambassadors. "

And the young designers who have stepped out of the JEANSWEST design competition have their own brilliance on the Chinese design stage.

Referring to this point, Yang Xun is very excited: "from the unknown to the famous designer, the platform of JEANSWEST design competition helps and supports many young designers, and gives them the stage to realize their dreams.

Similarly, our customers are young people, and we are willing to give them a more beautiful stage in addition to their beautiful costumes.