JEANSWEST'S Performance Decline Plan Focuses On Three Or Four Tier Cities

Since Baleno has been sold for 250 million yuan, the industry is increasingly concerned about the survival of the traditional clothing brands.

Among them,

Yang Xun, chairman of the board, admitted that sales of JEANSWEST entities in 2015 were indeed declining, but its online sales grew rapidly.

"JEANSWEST's online sales increased by two digits, and this part of the growth can basically make up for the decline of the physical store."

Yang Xun believes that the decline in the growth rate of the industry is not a bad thing. How powerful the operators are to resist the impact is to show how strong the operators are to store them for the purpose of preventing shocks.

Now the market competition is becoming increasingly fierce. If enterprises want to win for a long time, concentrate on the best part of themselves.

"The power of concentration can not be seen when business is good, and can be reflected in bad business."

The reporter learned from Yang Xun's public speech that JEANSWEST has made business adjustments in three aspects for the entity store.

One is to retreat in order to focus on the layout of the three or four line cities.

In recent years, international fashion brands have settled in China's domestic brand cake. Yang Xun thinks they are both competitors and learning objects.

"With the acceleration of urbanization, JEANSWEST will focus on the development of three or four tier cities, and for a second tier city, what we can do will continue to do so, and we will not take the initiative to quit."

The two is the turn from "classic brand" to "tide brand".

Yang Xun said 2015

In the recession, sales of many clothing categories are declining, especially for casual wear sales.

Yang Xun believes that this is a normal phenomenon of the development of the industry, no industry can continue to increase.

But he believes casual wear is still the mainstream of the market, but it needs more fashion and fashion.

Reporters learned that the JEANSWEST brand is mainly targeted at 18~25 year old young consumers. In 2015, they chose the Korean pop group WINNER member Nan Taixuan and Song Minhao to endorse.

And, JEANSWEST said, in the production mode will also pay more attention to product experience and intelligent function, such as JEANSWEST Art-T focus on games and interaction has been recognized by the market.

Three is to increase investment in online channels, so that the integration of online and offline is tighter.

Yang Xun said, in order to balance the interests of online and offline, after the online order is generated, JEANSWEST's system will automatically locate the location of the consumer's city. The supplier will distribute the goods in their respective regional markets according to the principle of the nearest shipment, and this part of the order will also be counted in the sales performance of the entity store.

It is understood that JEANSWEST is in

It has been 7 years since its opening. Since 2015, it has no longer focused on clearing stocks, but has started from the rapid response of e-commerce and goods, optimizing procurement and supply chain management, and working with some suppliers to develop dedicated online contributions, aiming at different customers.

Public information shows that the brand of JEANSWEST is originally owned by a company in Australia. The clothing factory of sunrise group is a foundry for the brand. However, because customers can not afford to pay the goods, they can only take the "JEANSWEST" brand to offset it. So, sunrise group has set up JEANSWEST clothing (China) Limited, introducing the brand to the domestic market and giving priority to the domestic market.

After more than 20 years of hard work, in 2014, Guangdong JEANSWEST had more than 2400 stores in the country, with sales amounting to about 4000000000 yuan.