Jiangnan Cloth: The 3-80 Year Old Market Value Of 10 Billion Original Empire.

Jiangnan cloth clothing hopes to achieve: let customers from 3 to 80 years old, are inseparable from the "Jiangnan cloth style" original design products.

In this era, clothing, as the most direct expression of individuality, has entered the age of original design from the era of big brand.

More than 300 brands of Chinese indigenous original designers emerge as the times require. Most of them are trapped in the awkward situation of feelings and commercial games.

But it does not include Jiangnan cloth.

From 25 years ago, the couple of chemists Wu Jian and Li Lin grew up to be the original designer brand NO.1, occupying 9.6% of the total market volume.

Since the beginning of this year, the share price of 3306.HK has risen by 100%, and its current market value is about HK $10 billion, which is 3 times the market value when it was listed in 2016.

At present, there are 1768 stores in the south of the Yangtze River, distributing in 17 countries and regions.

Jiangnan cloth has been able to continue to navigate the original era. Its successful multi brand strategy is indispensable.

So far, there are 8 brands in Jiangnan cloth clothing, women's wear JNBY, women's wear less, men's wear "sketch".

JNBY by JNBY and Peng Ma, home JNBYHOME, Menswear SAMO, and sports leisure REVERB.

Because each brand's style and connotation are extremely inclusive, the customers' age ranges from 3 to 80 years old.

"Jiangnan cloth style" original product, almost realized the entire age range, the entire scene to cover the consumer's demand.

The launch of every new brand can cut the demand of the new segments, create a new round of growth opportunities for the group and build a more perfect brand ecosystem.

01, women's wear JNBY

815 stores, 970 million, group backbone, continue to incubate more brands

Original age: Women's dress JNBY is the brand of Jiangnan cloth clothing, founded in 1999.

Almost when the Chinese have just solved the problem of food and clothing, the original designer is probably a kind old tailor on the corner of the country.

Original contribution: as the main brand of Jiangnan cloth clothing, the sales revenue of women's clothing JNBY in the second half of 2017 increased by 23.2%, reaching 970 million yuan, accounting for 60.1% of total sales.

By the end of December 2017, JNBY had a total of 815 retail outlets in the world, accounting for about 46% of the total number of stores.

Original character: a group of urban educated women with a mentality of 25-40 years old. The brand concept is Just Naturally Be Yourself.

In style, from the original "lying on the wheat stack", the female style changed from 2001 to the literary style of everyday wear in the city.

Interpretation:

In the past 25 years, the original design women's clothing market has developed from the lack of original design to a hundred flowers bloom, such as exception, ZUCZUG, Mo&Co and other original women's clothing brands rising. In the competition competition, JNBY women's clothing can still maintain their style and occupy an important seat in the market.

The secret is that JNBY has always maintained its "invariance" and "change".

Invariable, JNBY has always maintained the "natural, self" brand core.

Li Lin, co-founder and chief creative officer, has always pursued the pursuit of artistic self and pursuit.

Her initial intention to establish JNBY is "do not want to be fast fashion, just want to serve people like me."

In that somewhat ignorant era, it appealed to people to release the natural self, which seemed very inappropriate, but JNBY quickly accumulated a large number of progressive women.

Until now, JNBY has never been able to cater to consumers, insisting on doing its best to attract similar people.

The change is constantly capturing the needs of contemporary women.

For example, from the very beginning, almost all cotton and linen fabrics were used.

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The design language has also been more annotated from the typical branches and leaves at the beginning.

After the group launched the multi brand strategy, from 2014 to 2017 fiscal year, the proportion of women's clothing in the group's revenue decreased from 79.8% to 66%, although the growth rate was lower than the overall level. However, the JNBY of women's clothing was still very stable, which could continue to serve as a refuge umbrella for the growth of other brands and provide strong support for new brands such as capital and talent.

02, women's wear less

136 stores, 121 million, multi brand strategy first step

The age of originality: in 2003, mergers and acquisitions came.

Original contribution: sales in the second half of 2017 amounted to 121 million yuan, up 45.2% from the same period last year, accounting for 7.3% of total sales.

By the end of December 2017, there were 136 stores, accounting for about 8% of the total number of stores.

Original character: the customer group is 30~45 year old "new" workplace woman. The brand concept is: Less is More is the architectural design philosophy of the world-famous architect, Mies van der drow.

The brand's design concept always aims at "simplicity, delicacy, independence and reason", and creates a new image of a fashionable city with bright, intelligent, reserved and generous fashion.

Interpretation:

After 10 years of exploration, Jiangnan cloth dress has been relatively mature in the original design of women's clothing.

At this point, Li Lin, referring to Burberry and other fashion brands, opened the first multi brand strategy.

Jiangnan cloth Yi launched less, focusing on a more sub group of women, still within the scope of their own capabilities, the span is not too big, but also for the subsequent launch of more brand names, provide empirical basis.

Less also redefined the trend of women's clothing without age - not pretending to be young and tender, but showing a young mind and a sense of the times in detail design.

A woman who loves nature has no age.

03, men's clothing "sketch" CROQUIS

300 stores, 326 million, the first generation of original design men's wear brand

Original age: 2005.

At that time, women's dress was gradually matured from taste, skill and consciousness, but men's fashion market was still rare.

Original contribution: at present, there are 300 stores, accounting for about 12% of the total number of stores.

According to the 2018 medium-term report of Jiangnan Buyi, "sketch" earned 326 million in the period, up 19.5% from the same period last year, which is higher than the 14.1% growth of JNBY for women's wear.

Original character: target group 25-40 year old man, brand idea is: this can also...

"Sketching", from a non thematic perspective, interprets life without restraint, courage to try and enjoyment of dressing.

Interpretation:

Facing the situation that the original women's clothing business is very mature and the whole women's clothing market is relatively full, we should focus on the men's wear incremental market, and then develop the first men's wear brand to win a new round of growth opportunities for the group.

"Sketch" is the first generation of original designer men's clothing, but when it was launched, it was not smooth.

The team of women's wear is too fussy for men's clothing, and the style of sketching is too avant-garde at that time, such as crotch pants, too much decoration and so on.

However, with the strong support of the company's top leaders, the sketch team gained sufficient time and space. After 6 years, "sketch" is more important than achieving balance of payments.

For the expansion of new business lines, the support of the leaders of enterprises is very important.

If we send a small team to explore the wind, and then give up for 2~3 years without giving up, then the group's subsequent multi brand will be more frustrating.

04, children's wear JNBY by JNBY

444 stores, 214 million, for the first wave of Post-80 parents' "no deal".

Original age: 2011.

The most direct background is very casual: at that time, the designer had a baby, so he wanted to design clothes for his children.

The background is that more and more middle class families are 28-40 years old. The parents and minds of the first generation of 80's parents are more independent and their children's fashionable clothes are becoming more and more inadequate.

Original contribution: by the end of December 2017, the number of stores reached 444, accounting for about 25% of the total number of stores.

Sales in the second half of 2017 amounted to 214 million yuan, an increase of 33.8% over the same period last year.

Original character: the target audience is 3~10 year old children, the brand concept is: Free Imagination.

With "freedom, imagination, happiness and truth" as the core of design, let children show their true nature, and at the same time, let every family fully feel the freedom, pure and happy communication and thinking fun.

05. Teenagers wear Pomme de Terre (Peng MA).

63 stores, 19 million 800 thousand, "second child" bonus, children's clothing market under the overweight.

Original age: 2016.

This is the first year of China's comprehensive implementation of the second child policy. Influenced by the second child policy and the upgrading of consumption, the children's wear market is a blue ocean.

Moreover, the children who wore JNBY in the year have grown into teenagers and need a new brand to lock in the same batch of consumers.

Original contribution: in the second half of 2017, sales increased by 201.4% over the same period last year, reaching 19 million 800 thousand yuan.

By the end of 2017, there were 63 shops.

Original personality: the target audience is 8~14 year old teenager. The brand concept is: don't be so serious (Don 't be Serious).

The brand is designed by a 10 year old boy named "Peng Ma". It is designed for young people who are in the "self exploration" and "semi autonomous" period, and their parents show a young image of sex, ghost horse and yup.

Interpretation:

In a broad sense, children's clothing covers medium and large children (4-12 years old) and baby boys (0-3 years old), teenage clothes (12-16 years old).

For Jnby by JNBY and Peng Ma, many media have been asked whether "over segmentation".

In fact, all two belong to children's clothing, but they have clear subdivision and planning for each other.

In addition, the introduction of the two children's clothing brand is actually practicing a sentence: the brand education for the audience should be picked up from the doll.

It is worth mentioning that Jiangnan cloth Yi emphasizes the authenticity of children's clothing and is worth learning from.

For example, the children of friends and family will be invited to come to the show. Although the scene will inevitably have various emergencies, it is very interesting and real, which is crucial for establishing a stable relationship between children's clothing brands and consumers.

The winning business network found an interesting data in the 2017 financial report of Jiangnan Buyi group: by the end of 2016, more than 24 thousand (13.9%) members had also become members of the women's wear JNBY and children's wear JNBY by JNBY.

Women's clothing and children's clothing are strongly related to the audience, partly because children's clothes are sold in women's wear JNBY before the formal opening of independent stores. Another reason is that women's family social roles are coupled with the nature of love sharing. It is logical to hope that children and themselves wear the same brand clothes.

Data from CIC show that from 2011 to 2018, the size of China's children's wear market increased from 96 billion 400 million to 166 billion, with a compound annual growth rate of about 8%.

The 2017-2021 year China children's wear market investment analysis and forecast report predicts that in the next five years, the size of children's wear market will continue to maintain a CAGR of 8.05%, and the market scale will reach 217 billion 700 million yuan by 2021.

Against this background, the introduction of children's clothing was highly regarded by the group at the very beginning and even became an important bargaining chip of Li Lin's negotiations with fund companies before and after 2013.

At that time, Li Lin told the fund company that the growth of the main stores in the future will come largely from children's clothing.

The future group will continue to overweight children's clothing business.

06, home brand JNBYHOME

2 shops, 3 million 436 thousand, demand from the vermicelli soil

Original age: 2016.

Consumers are paying more and more attention to the quality of home life.

Original contribution: the first independent store was opened in January 2017.

In the second half of 2017, sales increased by 730% to 3 million 436 thousand yuan.

By the end of 2017, there were 2 stores.

Original character: explore the LiveLively of high quality in a positive and free state of mind.

Adhere to all the details of life and aesthetic taste of art, are integrated into every real space, so that home life space, like a diary, like a record of real, curious and interesting.

Interpretation:

Win business network understands that in 2016 Jiangnan cloth clothing through the investigation and analysis to understand that the user demand for household products is particularly large, so homeopathic hatched JNBYHOME.

Although Jiangnan cloth does not plan to open too many independent stores of JNBYHOME for the time being, it sells them in JNBY's women's clothing store. However, the birth of JNBYHOME is an intuitive reflection of the economic achievements of fans in the south of the Yangtze River.

Jiangnan Buyi is the most successful fan business operator in the domestic designer brand.

According to the financial report, the number of active members exceeded 290 thousand in 2017, an increase of 26% over the previous year.

At the same time, the number of members with higher consumption has also increased year by year. In 2017, over 140 thousand of the members consumed more than 5000 yuan per year, resulting in over 1 billion 670 million consumption.

07, men's wear SAMO

1 stores, "his economy" is rising, and the winners are buying and buying.

The picture is from SAMO official WeChat public.

Original age: April 2018.

"His economy" is strong.

Original contribution: there are 1 stores now.

Original character: the target audience is the pioneer professional man of 25 to 40 years old. The brand concept is: concise, but better (Simplified, but better), highly esteems (Elegant), simple (Simplified), interest (Charming), practical (Versatile).

Interpretation:

The success of "sketch" is of great significance to the launch of SAMO, because the team has accumulated considerable experience in the design and operation experience of men's clothing.

At this time, the market of men's clothing with SAMO overweight will be launched.

The Boston consulting firm reported that the proportion of men in the middle class was 63.4%, much higher than that of women.

The Jingdong Data Research Institute announced that men's top 10 most willing to spend money showed that men's clothing ranked Top1.

CBNDate data show that the mainland men's wear market will grow more than 200 billion yuan in five years.

Coupled with the trend culture such as Yan Dao and exquisite boy, it also provides a breeding ground for the growth of SAMO.

But on the other side of the coin, unlike the more relaxed environment of the "sketch", SAMO is now facing the original design of men's wear brands, such as fame and momentum, and many traditional men's clothing brands that are struggling to change.

Men's clothing market is still sea blue, but competition is also more intense.

08. Sportswear Reverb by JNBY

1 shops, breaking sports, leisure and fashion borders

Original age: May 2018.

The movement of the National People's movement is also a fashion.

Original contribution: there are 1 stores now.

Original character: Reverb takes the Circular fashion as the brand philosophy. It adheres to the design concept of "Athleisure (sports and leisure mix and match), no gender, regeneration and smart", and aims to arouse the attention of fashionable young people to explore the future fashion.

Interpretation:

It is reported that group founder Li Lin invited German designer Tillman Lauterbach as the creative director of the new brand.

This is the new brand launched by Jiangnan cloth group in less than a month after launching the SAMO of men's wear brand, and expanding the boundary of covering the whole scene step by step.

Sportswear belonging to "functional costumes" often appears dull and dull.

Under the persistent popular sports movement, Reverb pays more attention to it.

Sports and leisure elements combine to enhance the fashion sense of sportswear.

At the same time, Reverb also emphasizes the concept of "sustainable fashion", which is more environmentally friendly in material selection and manufacturing process.

Sum up

The multi brand drive makes the 25 year old Jiangnan cloth clothing continue to shine with charming vitality.

It is reported that Jiangnan Buyi group is expected to open 200~250 stores in 2018.

Interestingly, Wu Jian, chairman of the group, said that the growth of Jiangnan cloth was driven by designers rather than by stores.

Of course, this is not to say that stores are not important, but that it is the first principle of "original design" to link 8 brands into an ecosystem.

With the original design escort, each brand has built up a high competitive barrier since its birth, making it difficult for its competitors to surpass.

The superposition of each brand barrier makes the whole group's barriers even stronger.

And how does your brand develop its own original era?