Jiangnan Buyi Less Also Plays The Local Clothing Brand Of The Flash Shop.

With the growth of China's overall consumer market slowing and intensified competition, local retail brands are building up brand power.

In recent years, the "1931" crazy brushes of the Republic of China, which are the domestic beauty brands and the gazelle, and the concomitant controversy have shown that they have always been passive.

Consciously starting to innovate is more in line with the positioning of brand image.

This conscious action is rising, but because of the rapidly changing tastes of consumers and the penetration of fast fashion mode, the speed of goods circulation has accelerated. Most of the time, the brand marketing and innovation ability of local brand is only in the fur, and it is difficult to run smoothly in the aspects of enterprise culture, product design, store concept and so on.

Of course, there are exceptions. 3306.HK, a fashion group listed in Hongkong at the end of last year, is "a special one" in China's local retail industry.

Among dozens of listed apparel groups in China,

It can be said that it is the only local enterprise that has a clear and conscious brand building at the beginning of its creation. From JNBY to the development of the multi brand and multi category fashion and fashion group that combines less, CROQUIS, JNBY, by, JNBY, Pomme de terre and JNBYHOME, the group has carried out the concept of "better design and better life", and has been flexible in interpreting the concept with the changes of the times, economy and lifestyle.

The scene of the "dress room" at the flash shop of Jiangnan cloth dress brand less.

(Pop Up Store) continues the group's "dress expression to everyday observation and experience" and its cultural expression behind it.

Different from the traditional flash shops that are used for market test or new store preheating, less's "disguise conference room" flash shop integrates devices, art, commerce and consumer interaction. In addition to fully expressing the connotation and value of less brand, it also deeply implanted unique brand culture expression in the process of contacting its potential core consumers. This mode is also a handy brand promotion and molding mode of Jiangnan Buyi group, which is in sharp contrast with other Chinese women's clothing brands.

Less "disguised conference room" at the flash shop, working women, consumers, participants

"Disguised conference room"

With the background and Inspiration of office grid image in 1950s, the enclosed space sense of office standard grid is modeled, and independent clothing display space is set up. The contemporary working scene of "workplace sense of cage" is presented by adopting cold color aluminum metal corresponding standard workplace.

The inspiration and background of less "disguised conference room" -- image of office grid between 1950s and now

On site selection, less chose Zhongzhi group's conference room and diplomatic office building to try to show the workplace women who had nothing to do with the work content in the familiar office environment, but now they are completely different from each other.

At the scene of the "fitting room" flash shop, consumers can participate in art exhibitions and visitors, and the brand can get three identities.

The "fitting room" flash shop is also the name of the flash store that has been spectacular in recent years in the Chinese market.

The development of Pop Up Store, which originated in Europe and is popular in the US, has been almost abandoned by its imitation in the Chinese market. It has almost lost its original community-based, experiential and artistic experimentation. Nowadays, only Comme des Garcons Guerrilla Store and other few flash stores have maintained their explorations and eventually formed a flash shop brand.

It is this kind of repeated and strong brand image indoctrination that less and Jiangnan Buyi group have a very stable brand image in their target customers, which is differentiated from other local brands in response to the trend of the trend and the great span of product upgrading in each season, thus giving the unique character and brand personality of Jiangnan Buyi group. From the sales point of view, the direct embodiment is customer loyalty, and a large number of new customers who agree with the brand and group culture value and attitude, so as to form a truly "fans economy" with sales force.

The less brand of the "fitting room" flash store has a very clear position in the whole south of the Yangtze River. It focuses on the new generation of working women aged 30-45, and the core customers include the medium and senior management in the media, finance, IT, government, lawyers and other industries, that is, the women who are less affected by the economy and have strong consumption power and highly independent economy.

Although the less brand occupies a smaller share of the group's sales, the growth momentum of the brand proves that its market potential is the same as that of the difference competition in the beginning of Jiangnan cloth. Less is still unique in the women's clothing industry full of fast fashion sense, which is in line with the group's overall value and design attitude.

From the present point of view, the success of Jiangnan cloth clothing is also gradually appearing on less.

2017 in the first half of fiscal year, less brand sales increased by 41.6% to 83 million 169 thousand yuan. In the past 3 years, less brands showed strong and stable growth momentum. The income of the brand in the 2014, 2015 and 2016 fiscal year was 74 million 426 thousand, 90 million 262 thousand, 123 million yuan, the annual compound growth rate was as high as 28.4%, and its profitability increased more obviously. The gross profit margins of less in the fiscal year of 28.4%, 28.4% and fiscal year were respectively, respectively.

In fact, the development of less is not smooth. In the 2014 fiscal year, Jiangnan Buyi systematically organized the multi brand and multi category strategy of the group. In order to cooperate with the overall design concept of the group, the less brand was repositioned.

This change led to a brief decline in the same store sales in less fiscal year 2014, but this situation improved rapidly in the extreme time: in the 2015 and 2016 fiscal year, the same store sales of less self operated stores increased by 14.5% and 22.7% respectively, which jumped into the fastest growing brand in the 2016 fiscal year.

The same store sales is one of the most important indicators in the apparel retail industry. At present, the sales of Chinese local dress brands are very few, not to mention high double-digit growth.

The excellent performance of the brand also increased the investment of less in Jiangnan Buyi group. According to the financial report of Jiangnan cloth, as of the 2016 fiscal year, the number of global stores was 93, and the number of stores in the middle of 2017 fiscal year reached 111, with an increase of 20%.

At the end of fiscal year 2017, less brand global stores are expected to increase to 127, an increase of 37% over the same period last year.

The concept store of Jiangnan Buyi Beijing official residence has been exploring the arts and business cooperation, and has held exhibitions on a regular basis.

Whether it is less as a women's clothing brand or as a fashion group's Jiangnan cloth, it doesn't belong to the first group in terms of turnover. Similarly, as the less of women's clothing and Jiangnan cloth dress as a fashion group, its brand and the DNA of the company have a distinct mark, which is unique in the Chinese market.

If you want to trace the unique DNA of Jiangnan's cloth, there is no doubt that it is inseparable from its founder and chief creative officer.

In addition to being a senior collector of nearly 20 years' experience, Li Lin has been a member of the board of directors of the UCCA in Beijing since November 2013 and has been a member of the board of directors of Vancouver Art Gallary Asia Pavilion since October 2015.

In addition to this, Zhang Bi Li, a non-executive director of Jiangnan Buyi, is a senior member of the art industry. He is a professor of the Chinese Academy of fine arts, the executive director of the Shanghai Museum of Contemporary Art Center of OCT, and the "85 new trend" team, the convener of Zhejiang's "85 new space".

In China's clothing industry, the accumulation of wealth over the past 30 years has become an uncommon sight for art bosses' clothing bosses. It is more common to advocate their love for art, but few of them have actually incorporated art into their brands.

In addition to the concept stores, there are also the imagination mechanics laboratory and the Hangzhou headquarters project currently under construction, and the Hangzhou headquarters project jointly designed by RPBW (Renzo Piano Building Workshop) Renzo Piano building studio. It is also the first project of the construction master Renzo Piano in China.

Jiangnan Buyi headquarter will be a new concept art park with functions of Commerce, show, Art Center, private art gallery and office building.

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