Why Is Designer Women'S Clothing Brand JNBY The Better?

　　 Jiangnan cloth (JNBY) brand It was founded in 1994 in Hangzhou, China. As a native of China Designer One of the brands, JNBY brand advocates "natural, healthy and perfect" lifestyle. The four words of "Joyful Natural Beauteous Yourself" have a good interpretation of the brand concept of Yourself. With the rapid development of the electricity supplier and the emergence of designer brands at home and abroad, most of the internationally known luxury brands have entered the Chinese market. The mass consumer brands also occupy a large market in the short term. What is most lacking is the intermediate grade products with quality, design sense and moderate price. Why is Jiangnan cloth so popular?

Low key, steady, elegant, natural interest.

Romantic, rich, natural color and color steady, elegant, do not blindly follow the fashion but always fashionable, adhere to their own design style. Different materials, meticulous techniques, single product casual collocation, full of natural interest.

Application for listing, capital and asset integration

Recently, the movement of clothing brand capital has been continuously broken up, and the company has submitted the IPO application. Han Du Yi house is also planning to board the new third board. In July 5th, the Southern Yangtze River was listed on the main board of the HKEx, and the sole sponsor was Jiayin international. Jiangnan Buyi said that fund-raising will be used to pay for a logistics center built in Xiaoshan, Hangzhou, as well as the expansion of product categories and the general working capital of the company.

In the 9 months ending March 31, 2016, the total profit of Jiangnan cloth clothing was 1 billion 535 million yuan (the same unit), with a profit of about 213 million, an increase of about 25% compared with the same period last year, and 7 of the total revenue came from women's clothing, and 92.9% of the company's revenue came from offline channels.

Precise positioning, fans economy

Jiangnan Buyi is one of the earliest designer brands in China. It is located in the middle and high-end market, and based on the pursuit of its youthful life, through the interpretation of the individualization of fashion taste, it creates the symbol of the geographical identity of the times and the interpretation of the life state of nature and ego. Its literary, personality and minority style captures a large number of accurate consumers.

From the perspective of the distribution of their shops, they are mainly concentrated in East China and North China, and the urban distribution is also dominated by a second tier city. From the list of sales channels, we can see that the total number of cloth shops in the south of the Yangtze River has been increasing. So far, there are 404 self operated stores, 820 distributors and 31 overseas ones.

From the perspective of comprehensive brand attributes and attitudes, we can see that the turnover rate exceeds 70%, indicating that the loyalty of consumers in Jiangnan is very high. Jiangnan Buyi, from the original women's clothing brand to the 2005 men's wear brand sketch, to the 2011 children's clothing brand JNBY by JNBY and the Less for women in the workplace, is not simply to cater to the market, but the natural extension of the Jiangnan cloth clothing brand. After the birth of their children, the founders of Jiangnan Buyi realized that many followers of the JNBY women's wear brands have also entered the life stage of raising children. This generation of young parents will continue to wear their dressing styles on their children, thus the children's clothing brand JNBY by JNBY has been born. The initial female consumers are spanformed into fans. The high viscosity fans promote the extension of the brand, which will attract new customers and form a fan ecosystem.

Loyal support from consumers

According to the evaluation data collected from the number of stories, consumers have a high degree of satisfaction with the cloth in the south of the Yangtze River. The comfort level of clothing is the most mentioned by consumers. Online shopping clothing model is not good grasp, different clothes on different stature will also be very different. Jiangnan Buyi is doing the whole channel operation. In addition to direct sales outlets, distribution outlets, official website, Tmall, WeChat and other Internet channels, there are sales outlets, but they pay more attention to offline stores, will tell the nearest stores to consumers, encourage consumers to enter the store consumption, which is also convenient for consumers to really experience the effect of clothing and satisfy consumers' clothing fun.

Obviously, we can see that the frequency of price mention is very high, and in the price perception attitude, consumers feel that the price ratio of Jiangnan cloth is very high. JNBY is located in the middle and high-end market, facing the concept of crossing the age limit, beyond the wardrobe concept, and pursuing the interesting and intelligent life of the intellectually female group. To a certain extent, this determines the price will not be low; besides, Jiangnan cloth dress pays attention to quality, and every aspect of raw material selection, production and processing has fine requirements, and the corresponding cost will be improved. Judging from the consumer response, although the price will be high, the quality of the clothes will make the consumers feel cost-effective.

From Baidu knows the question, the user most wants to know the reason why the price of cloth is high in the south of the Yangtze River. The high browsing heat also indicates that the users are interested in Jiangnan cloth brand, but the price is high. It can be seen from other problems that many users do not know much about Jiangnan cloth. Although it is a niche group, it should also increase publicity and promotion to expand the product line and expand the sub brand, so that potential customers can become real consumers.

Conclusion:

As a local designer brand, based on its high recognition degree, Jiangnan Buyi is spanformed into a fan, a better design and better life concept. Now that the main board of Hong Kong exchange is listed, if the listing is successful, it will be a new start for the south of the Yangtze River. How to improve brand power, product strength, store strength and calm development after listing is the first thing that Jiangnan cloth should consider.