Analysis: The Secret Of Going To The Market In The South Of The Yangtze River

For many young customers, JNBY is not an unfamiliar brand.

In 2016, its name was known by people who were not more concerned about fashion. The group was listed on the Hong Kong stock board and valued at about 840 million yuan.

This is a great event in China's clothing industry. Although there are many brands of clothing design in China, such as Mo&Co, ZUCZUG, and so on, there are few brands going to the market.

Why

Can it succeed?

Jiangnan Buyi formally released its first report card after being listed in Hongkong in March 6th.

According to the financial report, by the 6 month of December 31, 2016, jiangbuan Nan Buyi achieved a business income of 1 billion 310 million yuan, an increase of 22.4% compared with the same period last year, and realized a net profit of 227 million yuan, an increase of 24% compared with the same period last year.

Throughout the brand layout, in addition to JNBY, Jiangnan Buyi group also has men's wear brand sketches, young children's wear brands JNBY by JNBY, professional women's wear brand less and juvenile dress brand Pomme de Terre.

Among them, JNBY is the main source of group income, and the income of JNBY single brand is 62.9%.

At present, the five brands of Jiangnan Buyi group include 13 regions, including the mainland of China, and have opened more than 1300 offline stores.

In the past two years, the e-commerce platform has also been developing rapidly. Tmall, Jingdong, vip.com and WeChat have laid the marketing channel.

Under the joint action of online and offline channels, Jiangnan Buyi is developing rapidly in the garment industry with the attitude of literature and art.

Unique brand identification

According to the financial report released by Jiangnan Buyi group, by the end of 2016, the number of main brand JNBY stores increased to 744, jnbybyJNBY and CROQUIS added 48 and 43 respectively, and JNBYHOME's first independent store was opened in January 2017.

The rising brand is a powerful channel for expansion.

Behind the growth is the largest scale in China.

Fashion group, JNBY, has established its position in the industry. On the basis of the design concept, it also makes its products serve a wide range of customers.

Compared with other popular brands in China, JNBY wins in the design of high quality materials and clothing, which is in line with the taste of domestic high-end groups.

The JNBY market is highly recognised, and it is inseparable from the highly recognised design style.

The brand started with the female style, and gradually designed to turn to the urban style, which was suitable for daily work. After that, Yamamoto Teruji was influenced by her style, and her style was more concise and lively.

This comparison of self design coincides with the popular design style of plain and straight line led by Celine, which makes JNBY stand out in many of China's most delicious clothing designs.

Compared with the domestic designer brand, JNBY has won the commercialization strategy: being a mature designer brand, keeping the pace of shop opening very stable, ensuring the stability of consumers' awareness of brands, and expanding to the two or three tier cities in the premise of the first tier cities.

Under the new trend of consumption upgrading, the designer brand industry is ushering in a new era of development. While JNBY is developing steadily under the online channel, it still has strong online marketing strategy through the online platform.

In the new round of consumption upgrading, Jiangnan Buyi is also increasing the sense of interaction and interaction of consumers in physical stores and offline activities. In addition to creating a concept store in Beijing, it is also constantly upgrading the physical store, including subverting the traditional fitting rooms and providing modeling suggestions.

At present, Jiangnan Buyi group has used 4120 million yuan to strengthen the all channel interactive platform, expand product and brand mix and build a new logistics center.

Among them, the total cost of the whole channel platform is the largest and has cost 35 million 400 thousand yuan.

New media fans' operation philosophy

JNBY's online marketing strategy in recent two years is changing.

The original online channel mainly sells over season products to digest inventory, but now more and more new products will be sold online.

From the point of view of the electricity supplier, it sells products mainly on platforms such as Tmall, Jingdong and vip.com. The proportion of electricity supplier income in the 2016 fiscal year is 7.4%, compared with that of the same trade women's clothing brand.

Unlike many traditional clothing brands, Jiangnan Buyi's dependence on Tmall, Jingdong and other e-commerce platforms is not high, but rather as a channel for supporting sales and consumer interaction.

Starting from the launch of WeChat service number in 2015, Jiangnan cloth will focus more on the operation of WeChat platform.

As of December 31, 2016, JNBY had more than 1 million 600 thousand fans, of which 1 million 100 thousand registered its WeChat service platform, and 230 thousand were active users.

The revenue contribution rate of these users in the group's financial reporting period is as high as 63.6%.

In addition, sketches, less and jnbybyJNBY have their own WeChat public numbers.

The logic behind micro signal is the operation of brand fans, and the operation of brand fans is the core of the whole channel platform of Jiangnan cloth.

At first, the WeChat service number was designed to maintain members of the trade union, launch fashion information and new products. WeChat platform can pfer the design concept and life style of the brand to consumers, enhance interaction with the brand fans, and master the effective user data.

Through strengthening the stickiness of the fans from the media, the company also forecasts sales volume to a certain extent, and makes up the order of "exploding money" at any time, so as to reduce the possibility of unsalable products under the traditional mode.

VICE cooperation with young people

In the new round of brand pformation, JNBY is becoming younger.

In the past, the target audience positioning of brands will depend on the latter part of the 25~35 year old. Now they are paying more attention to customers aged 25~30.

For this reason, JNBY began to boldly use the fabric other than cotton and linen.

Over the past two years, the most popular platform for communication with JNBY is VICE.

This is the most popular new media platform for young people to replace the traditional fashion platform, becoming the first choice for JNBY.

The first collaboration between JNBY and VICE was in 2013, when VICE just entered China.

Based on the design of the new season, the theme of shooting is determined, and the cooperation project is launched. The young people who work or live in 10 different cities are invited to talk about the meaning of travel and vagrancy in front of the camera in JNBY costumes.

These young men are war reporters, drummers, fashion buyers, illustrators, and window designers, all of whom are quite unusual.

JNBY looks like these people represent young people's new attitude towards life.

In 2015, the second JNBY that worked with VICE was more daring, and launched the "interesting" window renovation plan. A few ingenious creative people were invited to pform the windows of 5 stores in Hangzhou, Beijing, Shanghai, Guangzhou and Chongqing, and to participate in the offline activities.

These stores have become beautiful places, handmade and printed places, and even you can bring dogs to join in the fun.

A few months after the end of the window renovation, JNBY opened a concept store in Beijing's Liang Ma Qiao residence. Several artists were asked to design and pform the store in four phases.

JNBY has slowly shifted from the cooperation of street culture to the exploration of cooperation in the field of art.

Behind this is the need for a high-end brand.

VICE is young and interesting, but it is also personality.

Without paying attention, this will make JNBY lose more potential consumers.

But the positive significance of this is that

Ambition is gradually infiltrating young people.

For more information, please pay attention to the world clothing shoe and hat net information report.