New York Fashion Sunday Cat China Day: Dialogue On How To Break The Rules Of Jiangnan Cloth

With the "second seasons of New York fashion Sunday cat China day" in the near future, this network will be in the next few days and participate in the "Tmall China Japan" brand responsible person to carry on the dialogue, and explore how these successful brands in their respective fields will make use of New York Fashion Week China Japan platform, in the international voice, to achieve international growth and influence.

First, dialogue with the chief financial officer, Frank Zhu, JNBY, the most influential commercial designer in China, talks about the current development of the brand, the detailed arrangements for China Japan and the future development plan.

JNBY is a Chinese designer brand released in 1990s. It persists in the aesthetics of modern, vitality, interest and calm, and is committed to providing the fashionable and classic essential items that are full of novelty.

The brand is devoted to the research and development of materials and the enhancement of the design emotion through the wearing experience.

Clothing and store design have been carefully considered to reflect the spirit of life of "Just Naturally Be Yourself" and bring new interesting experience to the public.

The brand parent company, Jiangnan Buyi group, was founded in 1994, and is headquartered in Hangzhou, China.

Its main business is the creative design, technological development, production and sales of brand clothing, and has a strong designer team, professional management team, advanced operation mechanism and sales network all over the world.

Based on the core value concept of "better design and better life", we strive to build the best design platform for China, and implement a multi brand combination strategy dominated by "design interpretation, interest and quality life".

Export deep and high quality lifestyle.

Jiangnan Buyi always adhered to quality, pursuit of uniqueness, breaking the established and constantly innovating.

It is not only concerned about the culture behind clothing, but also attracted by novelty in life.

The group thinks independently and is good at digging, redefining the fun of fashion and dress for consumers through daily feelings and discovery.

This joy is not only unique in appearance, but also in discovering the joy of "design" in life, showing an independent and pure attitude towards life from art, clothing to life.

At present, the group has designer brand "JNBY", "CROQUIS", "less", "JNBY by JNBY", "Pomme de terre (pemas)", home series "JNBY HOME", and brand new men's wear brand, fashion environmental protection brand. In their respective design styles, brand positioning and target customers, with clear and precise positioning differences, excellent complementarity and extension strategy, the company continues to expand the market coverage, produce good brand synergy effect, and effectively enhance the market influence of the group.

Q: what are the results of this Tmall China day?

JNBY: we are very honored to be invited to this fashion week in New York.

This is an important opportunity to pmit Design in China. We also hope to increase the exposure rate of the JNBY brand and the Jiangnan group in the international arena, and attract more international fans to build a life style ecosystem in the south of the Yangtze River through the special label of Tmall China Japan.

Q: what is the current operation of the brand? Can you disclose some sales, growth and profit figures?

JNBY:

We advocate the strategy of design driven, multi brand scale operation, and fans as the core.

The group's revenue in the 2018 fiscal year was 2 billion 860 million yuan, an increase of 22.8% over the same period last year. The net profit of 2018 in the fiscal year was 410 million yuan, an increase of 23.8% over the same period, while the same store sales increased by 8.9%.

Q: what will be the series displayed on China day? What are the special elements?

JNBY: what will be seen in this China day is the release of JNBY brand 2019SS new series unlimited.

The increasingly rapid way of information dissemination is changing our life and our view of the world. It also affects our creation.

For the overflow of reality, matter and information, we have anxiety about "suffocating", but it also brings more possibilities.

In this series, we recreate the construction in a relaxed way, blurring the scenes of life, showing the diversity of lifestyles, expressing our attitude towards the present and the future; breaking the rules of age and gender, breaking the rules and being "defined", from art to clothing to life, have a wider margin and form.

Q: what is the current situation of the overseas development of the brand? What are the contributions of overseas market to brand income? How will it further develop the market?

JNBY: the brand went overseas in 2005, and the retail network covered all the provinces, autonomous regions and municipalities in mainland China and 17 other countries and regions in the world. As of the 2018 fiscal year, 80 outlets were distributed overseas.

At present, China's mainland has continued to make profits in the form of distribution.

In fiscal year 2018, revenues from Hongkong, Taiwan and other overseas countries and regions were about 27 million 800 thousand, and sales accounted for nearly 1%, up 61% from the same period last year.

Through our current overseas partners, we have come to contact with many JNBY like international powders which are very similar to ours. We believe that we have international genes.

In the future, we will focus on the development of JNBY and children's clothing.

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Q: compared with the domestic market, what is the biggest problem that brand has encountered in the development of overseas markets?

JNBY: two points, one is the version problem, we plan to start from the mature brand, try to adjust to the international market, the suitable version should not be very difficult, and the other is to find a local partner with dreams, funds and commitments.

Q: how much is the proportion of electricity supplier sales? What adjustments do you make to the preparatory process in the early stage of the conference in order to buy and sell Tmall?

JNBY:2018 accounts for nearly 9.3% of e-commerce sales in fiscal year.

Since August 2015, we have implemented the strategy of "simultaneous sale of new products and the same price", and the proportion of online sales has increased steadily.

As a material oriented designer brand, we believe that offline shop is still the most important experience channel. Online is +, we are aiming to create a full channel mode of Jiangnan Buyi + to improve the experience of fans and customers.

JNBY's Tmall China day second season Poster

In order to achieve the "buy and sell" of some products in this fashion week, the group first tried to break through the traditional process and mode, from design finalization to goods production, and finally to retail shelves less than 30 days.

At the same time, this time

The show has gone beyond the definition of the online and offline channels, breaking the current situation of the goods on the online channel later than the line, will adopt the online and offline synchronized sale mode, consumers can choose their favorite channels to buy the favorite show style.

Q: what are the new development plans for the brand next?

JNBY: in terms of brand, we should seize this opportunity to upgrade our consumption and create a reasonable scale of operation capability in all segments of the market. We must adhere to the "fans economy" as the core, and create a full channel operation mode. We will continue to create and provide value-added services for fans who can display their personalities (the BOX plan, cloud command platform, etc.) were launched in 2018.

As far as the group is concerned, the expansion of designer brand and category is continuously realized by the way of hatching or merger and acquisition.

(hatching new brands with different styles and DNA to each specific customer and having a unique design image based on the group's unified brand concept "natural and self"; after the listing, FY18 has hatched SAMO and REVERB; the principle of incubation: we do not want to have more brands for multi brand, but look at whether there is any style to be desired, suitable designer resources and market demand.

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