A Diversified Strategy For Designer Women'S Clothing In The South Of The Yangtze River

A few days ago, Jiangnan cloth clothing produced a beautiful financial report, which is the first financial report of Jiangnan cloth clothing since its listing in October 2016. The contribution of WeChat members to the brand has aroused widespread concern in the industry.

Whether it is the diversified brand strategy of Jiangnan Buyi, or the economic strategy of fans playing such a "slide", it is worth exploring.

According to its financial reports, the total income of the south of the Yangtze River reached 1 billion 310 million yuan in the six months ending December 31, 2016, an increase of 22.4% over the same period in 2015.

The reason for the increase in income is the group.

The expansion and retail stores can be higher than the same stores.

Multi brand building is based on users' consumption demand: female consumers get married and have children, and the other half and children appear to have the demand for men's wear and children's clothing. When children start to grow up, they also have teenage brand Pomme de Terre.

And when the clothing level can be basically met, the concept of extending the home brand JNBY HOME becomes a matter of course.

All these are the efforts made by Jiangnan cloth to enhance the members' experience, because they are well versed in their own revenue growth, which is mainly driven by the consumption of members.

It is worth noting that retail sales in the first half of fiscal year in 2017 were 11.3% higher than that in the same store, mainly thanks to the group's "fans economic strategy".

Specifically, in addition to the incremental retail sales generated by the inventory sharing and distribution system, WeChat's interactive marketing service platform has made considerable contributions to membership consumption.

In the first half of fiscal year 2017, WeChat members contributed 63.6% of the total retail sales.

As of December 31, 2016, it had more than 1 million 600 thousand members, including 1 million 100 thousand accounts of WeChat accounts, and 2016 active members in the year (active members who bought at least two times in any 180 days in the last 360 days) exceeded 230 thousand. In 2016, the number of members who had purchased more than RMB 5000 yuan reached 113 thousand, and their retail sales reached RMB 1 billion 330 million yuan.

Around the members, Jiangnan cloth made two.

Members: all channels and all channels of rights and interests.

The former refers to members' information registered through different channels and lines, and has been opened up in the background. Each member is unified as the sole identity, enjoying all the rights and interests in all channels. The latter provides the online and offline full range of interests through the integral for different levels of members.

Jiangnan Buyi is also offering various benefits to members. Many members can join the shopping list of the next store through shopping points. The fans who love to see the conference may receive an invitation letter from WeChat's fashion show at the conference to see the show on the spot.

In the show, we experience the treatment of small stars.

Since 1994, Jiangnan cloth has started from designer women's clothing, and has grown into a multi brand and multi brand scale including men's wear, women's wear, children's wear, furniture and furniture.

Since 2003, Jiangnan cloth has developed high-end women's clothing less, men's wear sketch CROQUIS, children's wear brand JNBY by JNBY (located in the middle class high-class family, 3-10 year old child) and youth brand Pomme de Terre.

In 2017, Jiangnan cloth clothing also launched the home brand JNBY HOME and furniture brand paradox collection.

In the second half of 2016, the number of JNBY by JNBY and Pomme de terre stores increased by 43 and 41 respectively.

From the revenue data, in addition to the 2014 fiscal year's revenue below less, JNBY by JNBY doubled revenue growth in the next two years, and accounted for 12.7% of the total sales of the children's clothing and teenager brand 12.7% in 2016.

All these depend on the expansion of stores.

As of December 31, 2016, the total number of retail outlets in the south of the Yangtze River grew by 182 to 1498 in the middle of 2016.

So far, Jiangnan Buyi group is a designer brand in China.

Occupy 9.6% of the market share, ranking first, and occupy 0.2% of the market share in China's garment industry.

Although the first financial report has been pretty beautiful since its listing in Jiangnan Province, in the background of the mainland's major brands competing for listing in 2017, Jiangnan cloth clothing still needs to work harder in the mainland market.

By the end of the press release (data collection at 14:10 on February 27, 2017), the total market value of Jiangnan cloth clothing is 3 billion 569 million, and the total market capitalization of Taiping bird and the positive fashion listed in mainland China in recent two months are 19 billion 404 million yuan and 11 billion 687 million yuan respectively.

For more information, please pay attention to the world clothing shoes and hats net report.