Aftertaste JEANSWEST Enters The Mainland Market 20Th Anniversary: Absolutely "Not Absolutely".

Yang Xun believes that many people can not understand "transformation and upgrading". Transformation is a strategic change. Upgrading is a technical adjustment, and the result of confusion is the confusion of direction. In fact, JEANSWEST does not need to change its brand in the domestic market, and the way of operation and promotion need to be adjusted.

Social development is too fast, and many real work is not yet done. Blindly pursuing new ideas is not a good phenomenon. Just imagine that the one or two stage of the goal has not been achieved. How can we be eager to achieve the goal of the five or six stage? What we need now is down-to-earth and good work at the moment. The result of too much advance may not only be that it has not been benefited, but it has consumed too much resources and power.

It is necessary to make a comprehensive combing of JEANSWEST before the end of 2012. This year is JEANSWEST brand After entering the mainland market for 20 years, there are always major events from the beginning to the end of the year. JEANSWEST, who did not want to play a high-profile show, was first presented to the readers at the invitation of the blue lion Financial Publishing Center. After that, the "JEANSWEST Cup" contest won the "China the Great Wall Advertising Award" because of its effective promotion. It was thought that these were no glory. It was not considered that the early December JEANSWEST Chairman Mr. Yang Xun was also one of the entrepreneurs who participated in the exchange when general secretary Xi Jinping inspected Guangdong province.

There is always a certainty in contingency. By the title of "absolute people's brand", JEANSWEST was subconsciously in the speculative contest between "absolute" and "unabsoluteness" in 2012. In an interview with reporters recently, Yang Xun said that the mutual transformation of strengths and weaknesses always existed. The significance of constantly reviewing their work lies in finding those advantages that will soon disappear. Especially after meeting with the leaders of the state, he has a deep understanding of how to transform the strong national brand into concrete action.

　　 Commercial value and spiritual pillar

At first, the publication motion was closely related to the invitation of the blue lion Financial Publishing Center, which coincided with the two international fashion brands of UNIQLO and ZARA. Only JEANSWEST in the domestic fashion brand entered the field of vision. Since its launch in March this year, the "absolute brand" has proved its commercial value with impressive sales facts.

Author Wu Bi later recalled that he had met many local enterprises, especially the listed companies. They were very interested in the history of enterprises, but they had different attitudes: on the one hand, they wanted to be more aware of the outside world, and on the other hand they were afraid of the possible communication effect. The starting point of "absolute brand" is not to come up with a publicity booklet, but rather to review and summarize the 20 years' merits and demerits of the brand, and share experiences and lessons with others. There is no secret to the development of textile and clothing industry. So far, even if someone else knows your secret, pure copying is hard to succeed. Under these prerequisites, enterprises will have reservations, and there must be some scruples about the disclosure of some important data and details. It is rare to provide writing space.

In Yang Xun's view, Absolute brand "The positive energy provided by JEANSWEST to expand its social influence is absolutely unexpected. The total number of 18000 books sold is more than double the number of blue lions. From the trend of increasing month by month, its readability and usability are self-evident. This is precisely the keynote that has been set before the publication of this book: both narrative and normative cases, and can be used as a reference for business teaching materials. For this reason, JEANSWEST, who has always been low-key, allowed the author to "Lurk" in the company to interview the franchisees, suppliers and pre shop staff.

There is also an additional bonus, which is that this book has increasingly become the spiritual pillar of JEANSWEST's "friends and family". Some family members of their employees had previously had no understanding of certain decisions of the company, but after reading the book, they even put down their burden to become a strong backing. Some port franchisees used to think that the company's policy of joining the company was more severe than before, but now they feel the pressure to be motivated. Many new employees have also reinforced their confidence, because this book will bring forward the company's gratitude complex to colleagues who have made outstanding contributions to JEANSWEST's brand development.

　　 Jump out of "absolute brand"

After a great deal of listening and narration, systematic review and reflection, there are always regular footprints and positive cases. Is there any deviation between the part to be played and the part that has not been shown? This question has been lingered in the hearts of journalists. To tell the truth, no matter how well a reporter understands an enterprise, there is no limit to the depth of the hinterland. Those forbidden areas that have not been reached will have unexpected experience for the author who once wrote books for JEANSWEST.

Yang said that when they summed up past experience and asked whether the strategy of the enterprise was feasible, the conclusion was still the first "three magic weapons": to consolidate the foundation with enterprise culture, to maintain operation with management system, and to improve efficiency with modern technology. The development model of JEANSWEST has already been formed. In the future, only some adjustments can be made according to the social development.

An understatement of "adjustment" is more important to the outside world. When reporters asked JEANSWEST as a brand at the junction of 20 years, compared with other similar brands in China, whether there was a short board that needed to be filled, Wu Bi jumped out of the "absolute brand" frankly: "from the perspective of market strategy, JEANSWEST can occupy 80% of the consumer's wardrobe through the basic products, fashion and fashion products, but it will be quite difficult to practice in the future."

First, the influx of international brands in the fully competitive market, JEANSWEST's view is to do a good job of its own market without having to worry about industry competition. The problem is that if you do not compete for the market, others will come to your site to grab the market, dig up people, price wars, and store disputes. JEANSWEST is low-key, introverted and practical. But in the complex and sinister business competition, how can we maximize the profit while ensuring the interests are not damaged?

Secondly, how to deal with the widespread retail crisis? Almost all fast moving clothing brands are facing the severe problem of brain drain. Especially in recent years, with the rising labor costs, the profit margins of enterprises have been greatly reduced, and profit margins for employees are obviously not feasible. Where is the way out? The conventional way is nothing more than industrial upgrading, which can improve efficiency through mechanized production, but for mature garment manufacturing enterprises, mechanized production has long been realized.

Finally, in terms of market layout, JEANSWEST expansion is moderate, focusing on risk control. Franchised store It is always the same as direct battalions, sometimes even more strict, which reflects the consistent and steady strategy. The layout principle of "encircling the cities in the countryside", avoiding the high rent areas, opening stores in relatively remote locations, and launching community shops, have reduced the cost to a certain extent. However, we should also see that this business still has great room for growth and needs to be recognized and accepted by the market. Once other similar brands are starting to adopt this strategy, they will face a new competition.

Transformation or upgrading?

No external guessing is as good as judging from the internal situation. Any introspection is less exciting than reality. Yang Xun often describes his work status like this: try to do well today's things, review what was not done yesterday, and consider what preparations for tomorrow. In 2012, he was asked the most question: "what is the difference between JEANSWEST and other enterprises"? And his answer always attributed the past achievements to normality and dispelled all doubts in confidence.

Yang Xun has always had a precise judgement of the development of space in a big environment. He said that in the future, China's market will be huge, and economic growth will also be an international leader. We must consider how to make ourselves stronger in the process of economic growth. This is a way for enterprises to contribute to society, and also a continuation of sun's group's growth with China's reform and opening up. In 2013, JEANSWEST will adopt a strategy of "steady progress" on the original basis, and will continue to keep pace with the pace of the Central Committee.

In order to accept the meeting of state leaders, Yang Xun prepared quite well. "What I bring is experience instead of novelty. Social development is too fast, and many real work is not yet done. Blindly pursuing new ideas is not a good phenomenon. Just imagine that the one or two stage of the goal has not been achieved. How can we do well in the five or six stage? "He said," what we need now is down-to-earth and good work at the moment. The result of too much progress may be that we not only get no benefit, but let resources and power consume too much.

Technical adjustment is inevitable, but we must make clear that "adjustment" and "change" are two concepts. Yang Xun believes that many people can not understand "transformation and upgrading". Transformation It's a strategic change. Upgrading is a technical adjustment, and the result is a confusion of direction. In fact, JEANSWEST does not need to change its brand in the domestic market, and the way of operation and promotion need to be adjusted. For example, the online store business is a new thing. If the latest thing is not left behind, will it be backward? However, the prospect of the shop will not replace the store. It will only increase the overall sales performance.

In the past "double 11", JEANSWEST restores Taobao's sportswear industry for the first time with the online shopping results of 57 million yuan, and the whole supply system is more efficient than before. Yang Xun's "experience" is how to solve the problem of domestic sales through upgrading network sales. Now JEANSWEST stores are almost doubled every year, and net profit margin this year has improved compared with last year. Stores can't display too many styles because of their limited size, but they can be placed on the Internet indefinitely. All stores have to reach an image consensus. However, as long as a shop can establish a consensus, it can produce tens of thousands of results.