JEANSWEST Is Trapped In The "Low Price" Circle.

In September 17th,

Official WeChat released the push, saying, "a lot of spells.

The official flagship store has already opened its shop, and has produced an advertisement of "21 -9 September 16th, and 50 percent off new autumn products".

Seen in a lot of JEANSWEST official flagship store, a Korean version of a man.

The price is only 32.3 yuan, and a pure cotton V collar sweater is priced at 79.1 yuan.

In the forum of "earn customers", a consumer named "leeitetsu" said, "JEANSWEST's products are not very popular, that is, it is cheap to buy, but the list is too tired, and finally spent 58 yuan to buy 5 T-shirts."

In fact, it is not just selling online, but in JEANSWEST stores, the discount has been the norm throughout the year.

During the visit, Beijing Commercial Daily reporter found that a T-shirt sold at JEANSWEST was priced at only 29 yuan, while most of the products were not more than 100 yuan after the discount.

In addition, log on to JEANSWEST

It can be seen that the store has launched "-9 September 19th 21 days, 9th Anniversary shops Shengsheng Hui", launched a variety of discount promotions, including 59 "special district to grab 9.9 yuan to kill" and "3 99 yuan" activities.

In textile and clothing brand management experts,

Cheng Weixiong, managing director of the management company, seems to be more expensive than JEANSWEST. Many spells seem to be the new favorite of the community business, but after all, the platform's reputation is not good enough.

There are many ways to solve sales. However, when choosing to enter a lot, JEANSWEST decision-makers still lack some considerations on brand reputation, which makes JEANSWEST sit in the market downturn.

Cheng Weixiong said the JEANSWEST market downturn, in the performance has also been confirmed.

In the 2013-2017 year, the revenue of JEANSWEST's sunrise company was nearly cut, from HK $5 billion 650 million to HK $2 billion 720 million, and its retail sales in China also dropped by HK $300 million in 2017.

In the first 5 months of 2018, JEANSWEST's mainland China's after tax profit has lost HK $45 million 942 thousand.

In August, JEANSWEST has been stripped by sun rising enterprises and sold to JEANSWEST's mainland garment retail business for the price of HK $800 million to Yang Zhao, the chairman of sunrise enterprise, and Jing Tian limited, owned by Yang Xun.

In addition, the number of JEANSWEST stores has also decreased year by year at the rate of one day closed.

In 2014, the number of JEANSWEST shops was 2284. As of 2017, the number of shops in JEANSWEST was 1298, and the number of shops in 2017 decreased by about 1000.

The shrinking of offline shops forced JEANSWEST to start the overweight line.

Despite the fact that overweight and multi duo have lowered the value of JEANSWEST brand, Cheng Weixiong also pointed out that many spells have its value, otherwise it will not be so popular. It seems that the community electricity supplier is actually excavating the consumer market of the 3456 tier cities, and it can be understood that this is the purchase demand of Ali and Jingdong, which are all related to the lower consumption class.

It is noteworthy that JEANSWEST's entry into the industry has also had an impact on online platforms.

The Beijing Commercial Daily reporter found in the "multi - JEANSWEST official flagship store", the same 2018 men's autumn wear long sleeved T-shirt, the price of 42.9 yuan in a lot of matches, while JEANSWEST Tmall official flagship store sells for 55.9 yuan.

"The price gap will also cause diversion of passenger flow."

An industry analyst said.

In fact, for JEANSWEST, Cheng Weixiong pointed out: "low brand loyalty, high price sensitive low-level mass consumer groups, the original grass-roots wholesale market is shrinking, unable to continue to provide demand, resulting in the demand has not been satisfied, at this time just a lot of cross over the world, the extreme price of a lot of spells will lead to the ultimate cost, and the ultimate cost does not consider the quality, without considering the cost performance, will make a large number of fake and shoddy products rush out.

Although JEANSWEST divestiture the listed company as a separate company, it is actually the original boss.

In the future, JEANSWEST needs to know its brand, products, channels, and how to match and integrate consumers in order to better develop.

In response, Beijing Commercial Daily reporters call JEANSWEST for an interview, but the phone has been busy line status.