Jiangnan Cloth Dress: From Hangzhou Women'S Clothing Shop To Designer Brand Fashion Group'S Development Road

Previously, it was only a hang women's clothing store. It was founded in 1994. It lasted for 24 years and experienced half a reform and opening up process. It also witnessed the changing history of Chinese dressing and gradually developed into a global fashion brand.

Nowadays, Jiangnan Buyi is no longer a Wu Xia Meng, and today's price can not be mentioned in the same breath. It is positioning itself as a designer brand fashion group.

Later, Jiangnan Buyi changed the registered place to the Cayman Islands and listed in Hongkong in October 31, 2016, which is a dream realisation of idealists.

Jiangnan cloth business scale has long been from

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According to its 2

Results announcement shows that this year

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In the first half of this year, the latest report shows that the total number of retail outlets in the southern part of the world has increased from 1591 in June 30th last year to 1831 at the end of June this year, together with 80 sales outlets distributed overseas, covering all provinces, autonomous regions and municipalities directly under the central government and 17 other countries and regions in the world.

The plate of Jiangnan cloth is bigger and bigger.

As one of the top brands of clothing in China, it is also just around the corner.

At the beginning of 2017, its share price also went all the way in the wave of consumption upgrading, and hit a new high of HK $20.90 in the past two years on 25 May.

advantage

The success of the cloth clothing in the south of the Yangtze can not be separated from its diligent pursuit of the clothing material and design style.

It has a special responsibility.

The R & D team has successfully developed 10 kinds of fabrics.

Adhering to the passion for pure handwork's unique texture and its insistence on manual creation, the group also set up the Jiangnan cloth fabric laboratory, which provides a unique original forging design for the brand's independent fabric series.

In addition, the high recognition and unique design style of Jiangnan Buyi are also widely recognized by the industry.

Every quarter, before the new products, enterprises will set up specialized design teams to specialize in innovative design, strive to make products distinctive in fabrics and styles, and try to provide products with higher quality and better embodiment of designer's concept.

In a highly competitive market.

In the south of the Yangtze River, the brand and unique fans' maintenance ability of Jiangnan cloth clothing attracts a large number of audiences.

This year's semi annual report shows that the brand has 2 million 500 thousand members, up from 2 million in 2017, of which more than 2 million 100 thousand of WeChat's members accounted for 68.5% of the total retail sales.

In addition, the number of active member accounts has increased to more than 360 thousand.

In the first half of this year, more than 5000 yuan accounts for 162 thousand members, and their retail sales amounted to 1 billion 920 million yuan, contributing to more than 4 retail sales.

pboundary

New economy, new concept, new consumption and new experience era, as designer brand, must be the important task of leading the fashion trend. Transformation, upgrading, cross boundary, Jiangnan cloth clothing has also explored several times.

Unlike other garment brand pformation, Jiangnan cloth relies on strong member support, and there is no shortage of sales. Most of them are innovation and expansion of new business areas, so as to prepare for the unexpected needs of enterprises.

We look back at the results of the pformation of Jiangnan cloth and clothing, which can be said to be in the right way, not too big.

Jiangnan cloth 2018 semi annual financial report shows that Jiangnan cloth has launched a male fashion designer brand SAMO and brand new fashion environmental protection brand REVERB, before that, the company has five brands, women's wear "JNBY" and men's wear "CROQUIS".

"JNBY by JNBY", high-end women's wear "less" and children's wear "Pomme de Terre".

Look at such a rich brand and category combination, are actually

The expansion of subdivision fields, counting the JNBY HOME home business, did not produce a textile circle of friends.

Compared to LAN Zi's cross boundary medical cosmetology, Jiangnan cloth is indeed implicit.

From its conservative derivative brand segmentation, we can see that Jiangnan cloth is still cautious about the diversified development of enterprises.

JNBY HOME is

At the end of 2016, the newly established home brand, with the concept of "live lively", advocated the exploration of a high quality life style in a free and active mood.

But this is just a small test knife, there is no large-scale store sales.

Since taking a small step across the border and creating a home brand JNBYHOME, Jiangnan cloth has once again crossed the border to test the water industry.

In October this year, the home brand JNBYHOME of Jiangnan Puyi and the Youth Travel Culture Hotel "tile wat house" have reached a cooperation. At the end of the year, a hotel will be built at the Hangzhou headquarters of Jiangnan cloth.

The hotel hall will serve as the JBNYHOME Experience Hall. Its furnishings and soft objects, bedding, bathrobes and pillows in the theme room are designed and provided by JBNYHOME.

There is a precedent for home brands to open hotels. Japan's grocery brand MUJI Muji has set up two MUJI HOTEL in Shenzhen and Beijing.

Sweden's home brand IKEA has also collaborated with Marriott, the world's largest hotel group, to build an economic chain hotel brand Moxy.

However, Jiangnan Buyi's home store is still in its infancy and successively innovating two brands, home and hotel businesses, which will drag down corporate finance and trigger a slowdown in growth.

Challenge

The consumption of a single brand does not necessarily mean that members will buy brand derivatives.

Those subdivision brands still need to find their suitable audiences.

Like many large groups, many Brand Company have to deal with the balance between their brands and Group brands.

The brands of Jiangnan Buyi are all incubated by the interior. They have different positioning and different strategies to adapt to different retail needs, but they advocate the pursuit of natural life. This means that the company needs to establish a complete set of brand export mechanism, interact with its brands, and export the ecosystem of unified values.

All the way through 24 years, Jiangnan cloth also will China.

Brand is flourished.

An old brand needs more new driving force to postpone senility. Now, the younger generation's brand loyalty is reduced and how to cultivate new customers is an interrogation of the current membership system.

If we can not grasp the pulse of the market, Jiangnan cloth will probably grow old with its original audience.