Brand Analysis: JEANSWEST'S Retreat And UNIQLO'S Strength, Who Is The New City Of The Three Line?

Yueyang, Hunan, a central three line city, has a population of about 5000000 yuan and a monthly salary of more than 4000 yuan.

Turning to the East Mau Ling pedestrian street in the prosperous 90s century, people will say that it is the symbol of Yueyang and the memory of the two generation of Yueyang people.

On this pedestrian street, 28 yuan starting milk tea shop, per capita consumption of hundreds of restaurants, in no way inferior to the second tier cities.

A movie ticket for "wandering earth" is at least 50 yuan, while Shenzhen is only 38.9 yuan.

Young people coming back from the first tier cities can not help but sigh: Yueyang's consumption level is almost equal to that of the first tier cities.

JEANSWEST and Baleno have filled many brands after 80 and 90.

More than 10 years ago, they occupied the core position of the three or four line city pedestrian street.

This pedestrian street in Yueyang has witnessed the brilliance of JEANSWEST, and also witnessed how the "young town" after its growth has abandoned it.

Nowadays, people's consumption ability has been enhanced, brand and quality have been paid more attention, JEANSWEST has been losing ground, and the brand represented by UNIQLO and Starbucks has been sinking down and playing the role of "flow magnet" in the pedestrian street.

"Disappear" brand

Shi Yang, who was born in 91, remembers the excitement of wearing JEANSWEST for the first time.

In the third year, she visited Yueyang museum with her relatives.

Aunt from Changsha hurriedly took her to the pedestrian street and bought a pair of JEANSWEST trousers.

"It cost more than 200 yuan at that time, and it was very expensive."

For her then fifteen and six years old, JEANSWEST was a "famous brand".

Auntie Yang is the mother of Shi Yang. She was still fresh in the street at that time.

The shops built on the street are large in size and numerous in people, especially during the Lunar New Year holidays.

"JEANSWEST, YISHION, Baleno's paving line is almost the same."

Yu Shi Yang has witnessed the best time of JEANSWEST.

In 2001, JEANSWEST launched the strategy of "popularization of famous brand", and voluntarily reduced its price, expanded madly to the three or four tier cities and even the county seat, and maintained its rapid development in the next ten years, and put a great shine on such a city like Yueyang.

When the time is up to 2000, the C level of this pedestrian street should be the market of Baling bridge.

At that time, the market of Baling bridge was known as "little Wangfujing", with an average daily traffic volume of over 30 thousand people, with an annual turnover exceeding 1 billion yuan.

The old Yueyang people still remember that in the market of the baling bridge, the small shops, which are next to each other, are not brand names, but they are very cheap and have many choices.

There is a trick to bargain here, cut half of it, and if the boss disagrees, turn around and go.

When you go out, you slow down and silently count "1, 2, 3". Often you can't walk 5 steps, you can hear a cry from behind: "come back and sell it to you!"

Gan Fei has been doing several years of clothing business here. He recalled that in those years, the train from YueYang Railway Station to Zhuzhou, Hunan, at 12 midnight, the highest success rate of ticket evasion was almost a "purchase special train".

Peddlers huddled under the seat at night, carrying a large bag, and saved 15 yuan for their tickets.

Nowadays, the "rat Street" like the market of Baling bridge has gradually withdrawn from the mainstream consumer.

Yu Shiyang now looks back, and will feel that the "JEANSWEST" trousers that are so fond of him are "particularly ugly in the soil". The number of brands in the pedestrian street is increasing. She can't afford to buy JEANSWEST any more.

JEANSWEST actively caters to the youth of the town, but ignores the design and quality, and gradually becomes the pronoun of "poor quality" and "style soil". It is abandoned by its former fans.

From 2013 onwards, JEANSWEST's performance began to decline. By 2017, sales fell by 65.6% in four years, and the number of stores decreased by more than 1300.

The same decline trajectory is also reappearing on the brand of the low Street Pedestrian Street, such as the United States and Baleno.

Undervalued consumption: popularity of Starbucks, UNIQLO and Hua Bai

When JEANSWEST is losing ground, UNIQLO, Starbucks and other international brands are accelerating to sink.

In 2018, the first UNIQLO Library in Yueyang took root in the pedestrian street. Its first neighbour, the first home of millet, and the first fishing ground were also adjacent to it.

During the Spring Festival, people in the shops are crowded and popular.

Even in the vicinity of Starbucks, there was a long queue. There was hardly a vacant place in the huge shop.

Yu Shiyang, who worked and worked in Yueyang for a long time, told reporters that Yueyang now has 3 Starbucks businesses.

In February 9th, Starbucks CEO Kevin Johnson told the media that in the fourth quarter of 2018, Starbucks entered the 10 new cities in China and kept an average speed of opening a new store every 15 hours.

He is not optimistic that this growth momentum will continue.

It is interesting to note that before the Starbucks came in, the core area of Yueyang pedestrian street once appeared "Shanzhai Starbucks".

Starbucks's massive sinks in China eased the "coffee addiction" of a city like Yueyang.

Xiao Jiang, a civil servant at a grass-roots unit in Yueyang, said that before the first UNIQLO business, she had many fans of UNIQLO, who had gone to Changsha to buy or to place orders online.

Sometimes, when UNIQLO and other brands launch limited edition joint design, they even look for the whole network to buy their hands.

Young people love JEANSWEST in poetry, and young people's latest favorite in poetry is a clothing brand called "MM Mai lemon".

"MM Mai lemon" is simple, natural, online and offline, the average price of winter clothes is 1000, and there is no discount all year round.

Its stores are mainly concentrated in the shopping mall of the second tier cities, and entered the Yueyang pedestrian street for the first time at the end of 2017.

Yu Shiyang's friend Zhang Li is a champion of international brands, using SK-II's Fairy water, Estee Lauder's BB cream and Givenchy's loose powder.

These brands do not have shops in Yueyang for the time being, so she generally chooses to buy them at Tmall flagship store.

Zhang Li is a lawyer and has an annual income of about 140 thousand, which is considered as a "middle and high income group".

The average wage in Yueyang is not high.

Statistics released by the local statistical department show that in 2017, the average monthly wage of non private sector employees in Yueyang was 4416 yuan.

From that year on, local housing prices began to rise all the way, rising from around 4000 yuan to 8000 yuan, almost doubled, and now a slight drop.

And the younger generation's "borrowing consumption" is becoming more and more common. "After 95" depends on spending flowers.

The rise of "Internet addiction middle age"

When the Internet penetrated into the three or four line cities, the consumption habits of "after 60" and "70 years" also changed quietly.

Over the years, most of the commodities in aunt Yang's home have been resolved through Taobao.

She said, now there are some things that do not know which physical store may sell, such as "dryer", so simply bought from the electricity supplier channel.

Aunt Cheng, who is bringing home grandchildren, is keen to clean up all kinds of fresh things from Taobao. Recently, a quilt holder has been bought online. With it, there is no need to repeat quilts and quilts.

With her help, relatives are practically staffed.

The fashionable mask of aunt Tong has been returned from Australia every week. Recently, her friends are trying to get her to learn "ghost dance".

When she was playing music, she occasionally ordered a "sea grass dance".

On the other hand, a lot of new retail gameplay has been pmitted to the terminal through the decision of large retailers and spread in three or four line cities.

For example, in the old town of Yueyang, WAL-MART supermarket, which has a history of nearly 14 years, opens a self service cash collecting channel, and it can deliver goods free within 3 kilometers.

The slogan "self help scan code" can be seen everywhere in the uniqe soon opened.

Now, Yueyang pedestrian street central area, invest 5 billion 500 million of the friends of the International Plaza is being built, once completed, Yueyang will usher in a number of brands such as ZARA first stationed.

The pedestrian street, which has been thriving for more than 20 years, will continue to bustle.

Author: Wang Shiqi