JEANSWEST'S "Winter" Strategy: Front-Line Maintenance, Peripheral Excavation, Online Store Supplement

In the winter of the clothing industry as a whole, the sales volume of JEANSWEST's 4 billion 300 million yuan last year is quite bright. P

For the strategy of winter, Yang Xun, chairman of JEANSWEST International (a href= "http://www.91se91.com/news/index_p.asp" > Hongkong < /a) Co., revealed in an interview with the author that it is mainly "front-line maintenance, deep excavation outside the Internet, and online shop supplement".

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< p > < strong > New City, extension road < /strong > /p >

< p > by the impact of RMB appreciation, cost increase and export setbacks, the pressure of survival in China's a href= "http://www.91se91.com/news/index_c.asp" > clothing industry < /a > has increased sharply since last year. Clothing companies including Lining, PEAK, Anta, 31st degree, XTEP, and strong bullets have been in trouble.

In this environment, Yang Xun told reporters in an interview with me that JEANSWEST successfully passed the cold winter with "no lending and stable development" business model.

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< p > as a matter of fact, as one of China's largest apparel retailing companies, JEANSWEST suffered the same problems as its competitors last year when the whole industry was cold. Therefore, the annual turnover was flat, but the profit declined.

It is understood that the decline in profits is mainly due to the poor performance of some of the first tier cities. But in the three or four tier market, JEANSWEST still maintained a good growth momentum.

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< p > benefiting from the great potential of prefecture level cities and emerging peripheral counties and markets, JEANSWEST's sales revenue has returned to 15%-20%'s health level in the first quarter of this year.

In Yang Xun's view, the emerging market is the main development space for JEANSWEST in the future, while the cost of manpower and rent continues to soar in the first tier cities, and there is not much growth potential for JEANSWEST brand at this level.

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< p > "as early as 10 years ago, JEANSWEST has set the emerging city as the main development space for the brand in the future."

Yang Xun said that JEANSWEST's pursuit of stable development, from the actual operation of the current situation, the outer area is the right way to expand road.

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< p > < strong > online shop supplement < /strong > < /p >

< p > in addition to maintaining the status quo in the first tier areas, focusing on developing new market stores, catering to new consumption trends and developing online stores, JEANSWEST has also been incorporated into the daily marketing plan.

According to the introduction, JEANSWEST began to test the water online sale since September 2009. After nearly four years of development, the annual sales volume has increased from the initial 10 million yuan to 210 million yuan last year.

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< p > however, although the growth potential is huge and the performance has gone all the way, Yang Xun thinks that for JEANSWEST, online sales is not the main business, nor will it divide the share of the store. It is only a good complement to the physical store.

"What we need from consumers is what we provide. JEANSWEST's main consumer group is young people. Online shopping is a new demand for consumption, and we naturally need to provide it."

Yang Xun predicts that JEANSWEST's online sales will continue to grow by more than 50% this year.

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< p > < strong > innovation is the key point < /strong > < /p >.

< p > in the conversation with < a href= "http://www.91se91.com/pioneer/" > Yang Xun < /a >, I find that whether it is to expand the prefecture level area or enter the network sale, JEANSWEST aims to constantly seek new development space through innovation.

In the interview, Yang Xun repeatedly stressed that "brand development must be centered on innovation".

And this "innovation" is not stereotyped. Everything must be original and original. "The experience and accumulation of our predecessors is our best textbook". Yang Xun believes that imitation and improvement of others' merits, bringing other people's good things together and combining their knowledge is the main mode of innovation in the current competition.

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< p > when facing the media, Yang Xun was asked the most question: "how can JEANSWEST follow the trend of development?" for this, Yang Xun broke the news that "there is indeed a secret recruitment."

It has been revealed that a large number of market surveys have been carried out by JEANSWEST for 18 years. Now, more than 20 universities report to JEANSWEST's marketing department every month.

It is from these survey reports that JEANSWEST discovered the trend of popularity and exploration, ensuring that products are always the most popular among young consumers.

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