Jeanswest, 1993 entered the mainland and became an instant hit in Shanghai. Now there are more than 700 chain stores and franchisees in China. This casual wear manufacturing enterprise, headquartered in Huizhou, achieved a turnover of 65.438+0.4 billion yuan in 2002 and became a veritable "crocodile" in China's casual wear industry. People are generally concerned: in today's fierce competition in the casual wear market, what does Jeanswest rely on to lead the coquettish?
Create a popular brand.
Liu Weiwen, executive director of Jeanswest International (Hong Kong) Co., Ltd. said that the core concept of Jeanswest marketing is to emphasize "popularization of famous brands" and pursue "value for money" so that young consumers can afford real famous brands. Jeanswest advocates "popularization of famous brands" based on the need of expanding China market. Jeanswest's wish is to become an international brand that everyone in China can afford. The concept of "value for money" is to repay customers with the best quality and the most favorable price through a strong internal management system and excellent cost control.
Brand-new advertising creativity
At present, many domestic casual wear brands enhance their brand image by hiring image spokesmen, which has achieved different results, but Jeanswest did not take this route. Why? Liu Weiwen believes that no star can completely fit Jeanswest's brand, and Jeanswest prefers to promote the brand in activities that young people like, such as holding the first National Extreme Sports Master Competition in cooperation with China Extreme Sports Association. He also revealed that the "magic weapon" for Jeanswest to maintain its brand image is to pay more attention to advertising creativity. For example, the advertisement newly produced by top professional organizations, "Where there is a heart, there are wings", has been favored by consumers once it is put on the market with its brand-new creativity and dynamic rhythm.
Unique marketing model
Compared with many peers, "Jeanswest" also has its own characteristics in the marketing model, with direct sales as the mainstay. Liu Weiwen believes that although franchising can rapidly expand the market, in the long run, there are still problems that cannot be ignored in the implementation of brand concept. Therefore, "Jeanswest" only adopts franchising in some remote places, and the share of franchising only accounts for 20% in the whole marketing system.
Rapid logistics distribution system
The scale of 700 stores is an amazing number in the field of casual wear in China, which naturally puts a great test on the brand's logistics distribution system. The headquarters can learn about the operation of more than 700 branches in China within one hour through the computer, and can adjust the business strategy according to market changes, which is very efficient. And through the 13 logistics centers all over the country, the goods will be quickly delivered to stores all over the country. In a sense, for a truly powerful brand, the key lies in how to establish and consolidate consumers' loyalty to the brand through marketing products. Liu Weiwen believes that almost all consumers are pursuing genuine products, and first-class quality, moderate price and excellent service are the embodiment of the brand value of Jeanswest.
Jeanswest pays close attention to the changes of world fashion trends. Every month, the commodity developers in the headquarters will go to Europe, America, Japan and other regions to collect the latest trend information, and then design marketable products according to the needs of the market and customers, combined with the survey reports collected by various markets in the mainland. Develop more functional details on the basis of conforming to the trend, improve the added value of products, and let customers really have clothes with value for money.
Brand honor
■ Jeanswest Clothing Co., Ltd., a subsidiary of Jeanswest, obtained the ISO9002 quality management system certification of 1998 in May, becoming the first company in China retail clothing industry to obtain the certificate.
■ Jeanswest's main supplier, Lijia Industrial Co., Ltd., obtained the ISO9002 quality management system certification in July, 1995.
■ Daikin Garment Factory (Huizhou) Co., Ltd., the main manufacturer of Jeanswest pants, obtained the ISO9002 quality management system certification in April 2005 1994, and obtained the China import and export commodity exemption certificate for four consecutive times in September 2005 1996, becoming the first enterprise in the clothing industry to receive this honor.
■ The main producers of Jeanswest sweaters, Taizhou Juebai Garment Co., Ltd., Hebei Jida Garment Co., Ltd., Nanjing Jiangda Garment Co., Ltd. and Hubei Changjin Garment Co., Ltd. have also obtained ISO900 1 quality management system certification.
On March 20 1 1, Jeanswest won the 7th China Clothing Brand Achievement Award.
20 1 1, 1, Jeanswest won the title of "benevolent enterprise".
20 1 1 1, Jeanswest won the "20 10 Volunteer Strength Award".
On 20 10- 12, Jeanswest was awarded the "Top Ten Clothing Brands in the' Annual Elite List' of China Textile and Clothing Industry in 2065 438+00".
On 20 10- 12, the Jeanswest Cup won the "Top Ten Creative Events in the' Annual Elite List' of China Textile and Clothing Industry in 2065 438+00".
20 10, 1 1, Mr. Yang Xun, Chairman of Jeanswest International (HK) Co., Ltd., was awarded the honor of "Top Ten People in China Textile and Apparel Industry on 20 10".
20 10, 1 1, Jeanswest won the title of "20 10 Excellent Pants Product Quality Inspection".
20 10110 In October, Mr. Yang Xunsheng, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "Ernst & Young Entrepreneur Award 2010 China".
On June 5438+00, 2065438+00, Jeanswest won the title of "Top Ten Best-selling Clothing Brands in China Market in 2009-20 10".
June 20 10, Jeanswest was awarded "20 10 China Excellent Corporate Social Responsibility" and "Corporate Social Responsibility Excellent Case Award".
20 10 In June, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "International Excellence Award" at the 4th International Charity Forum.
20 10 April, Jeanswest won the title of "Top Ten Charitable Enterprises in China Charity List".
On April 20 10, Jeanswest won the "Most Caring Foreign-funded Enterprise in 2009 China Charity Award".
From 20 10 to 1, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "Best Charity Celebrity Award" and "Charity Love Award".
From June 5438 to February 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hongkong) Co., Ltd., was awarded the "Top Ten Person of the Year in China Textile and Apparel Industry in 2009"; "China Jeanswest Cup Casual Wear Design Competition" won the "Top Ten Creative Events in China Textile and Apparel Industry Annual Elite List in 2009".
In June 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "20-year Special Contribution Award of Hope Project".
June 5438+October 2009 10, Jeanswest won the "China Casual Clothing-Most Influential Brand Award".
June 5438+October 2009 10, Jeanswest won the "2009 China Textile and Apparel Brand Influential Media Award-the Most Influential Urban Leisure Brand".
On June 5438- 10, 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the title of "Outstanding Person in Textile Brand Culture Construction in 2009"; Jeanswest won "Top Ten Brand Cultures of China Textile in 2009" and "Textile Brand Culture Communication Award in 2009".
In September 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hongkong) Co., Ltd., was awarded the title of "60 philanthropists who influenced public welfare undertakings in China".
In April 2009, Mr. Yang Xun, Chairman of Jeanswest International (HK) Co., Ltd., won the title of "Ten philanthropist".
In March 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "Outstanding Informatization Leader Award".
In March 2009, Jeanswest won the "Best ERP Application Award".
In March 2009, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "Innovative Person in Textile Industry in 2008".
In March 2009, Jeanswest won the "2007-2008 China Fashion Brand Annual Award Public Award".
In February 2009, Jeanswest won the "Top Ten Brands of Chain Models in China" award.
From June 5438, 2008 to February 2008, Jeanswest won the "2008 China Charity Award".
On June 5438- 10, 2008, Jeanswest was awarded the title of "Top 2008 Enterprises with Most Commercial Value in China 100".
On June 5438- 10, 2008, Jeanswest won the title of "Pioneer of People's Livelihood Action in China".
In September 2008, Jeanswest brand casual wear won the "Asia's 500 Most Valuable Brands Award".
In September 2008, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the "Asian Brand Person of the Year Award".
In March 2008, Jeanswest was nominated as "the most caring foreign-funded enterprise in the 2007 China Charity Award".
In March 2008, the "Dream Realization Project" initiated by Jeanswest won the "Top Ten Marketing News Events in China Clothing Industry in 2007" award.
On June 5438+ 10, 2008, Jeanswest casual wear won the "China Most Competitive Brand Award for Casual Wear".
On June 5438- 10, 2007, Jeanswest brand casual wear won the "Most Fashion Influential Clothing Brand Award" in "Influence China" in 2007.
In July 2007, Mr. Yang Xun, Chairman of Jeanswest International (Hong Kong) Co., Ltd., won the honor of "Top Ten Meritorious Entrepreneurs".
In April 2007, Jeanswest brand casual wear won the "Pioneer Brand Award of Casual Wear in China Pioneer Brand List in 2006".
From June 5th, 2006 to October, 2006/KLOC-0, Mr. Yang Xun, the chairman of Jeanswest International (HK) Co., Ltd., was awarded the honorary title of "China Outstanding Entrepreneur".
From June 5438 to 10, 2006, Jeanswest brand casual wear was awarded the 2006 "Most Popular Brand Award" by the Women's Professional Committee of China Garment Association.
In September 2006, Jeanswest and China Youth Development Foundation won the Best Partner Award in the first social welfare demonstration project.
In August, 2006, Jeanswest casual wear won the title of "2006 Leading Brand in China Clothing Industry".
In September, 2004, Jeanswest was awarded "China Quality Integrity Enterprise" by AQSIQ.
In July 2004, Chain and Franchise magazine awarded Jeanswest brand leisure clothing the honorary title of "the most suitable chain brand for investment in 2004+000".
Means of attracting young consumers
Jeanswest also took a different path in communicating with customers. Jeanswest didn't find a celebrity endorsement brand, and there were few TV advertisements. Instead, he influenced more young and fashionable consumers by organizing a series of activities to advocate freedom and leisure.
As early as 2002, Netease became the exclusive network cooperation media of Jeanswest series marketing activities. Jeanswest held "Jeanswest Cup Campus Clothing Design Competition" continuously to tap the potential student market; A series of large-scale marketing activities have been held successively, such as Jeanswest Casual Clothing Design Competition, Jeanswest National Extreme Sports Master Competition, Jeanswest China Model Competition and Jeanswest Super Rookie Selection, which have influenced young consumers.
In addition, Jeanswest also attaches great importance to the use of the network, a media with "young people" as its main audience, to carry out advertising marketing activities. Nowadays, Jeanswest's activities of "Leisure Kingdom" based on online media are in full swing.
Jeanswest "Leisure Kingdom" is a large-scale consumer interactive network community. In this community, consumers who love Jeanswest can understand the market dynamics of the brand, participate in some interesting interactive activities and give back to customers' lucky draw activities.
Jeanswest's "leisure kingdom" has established a more active communication channel for brands and the most loyal consumers. As long as consumers register in Jeanswest's "leisure kingdom", they can know what the popular leisure fashion is and what new products Jeanswest has to promote.
For those loyal consumers who hold VI P cards, Jeanswest also provides them with more opportunities to get returns here. For example, Jeanswest will hold an annual "Wonderful Journey" membership activity, form a huge free sightseeing group in Beijing, visit the scenic spots in Beijing and visit the final of the annual Jeanswest Cup casual wear design competition in China. The notification and participation of these activities are carried out in the community.
Jeanswest has hundreds of thousands of ⅵ P members, among which consumers aged 18-25 account for the majority. These young consumers love fashion and are used to online life. They form a like-minded "interest group" through the internet, and communicate and interact with the brand image of Jeanswest and the new products of the season every day.
Jeanswest's "leisure kingdom" has created a discourse environment completely belonging to "leisure" and has become a paradise for countless consumers who love leisure clothes and leisure life.
Jeanswest, the network partner of Leisure Kingdom, chose Netease, the most popular portal for young people, and set up the entrance of Leisure Kingdom in Netease sports channel, forum homepage and entertainment channel with concentrated young users and high user activity.
For the cooperation between the two parties, Netease put forward the marketing concept of "True Me Camp" based on the consumption situation of Jeanswest. Jeanswest believes that communicating with consumers through forums can effectively achieve marketing goals, so on this basis, he finally launched a wider consumer interaction community-"leisure kingdom".
Marketing methods of clothing brands
How to promote clothing brands on the Internet, Jeanswest's approach is of great reference value. The strategic positioning of Jeanswest's "leisure kingdom" is in line with Jeanswest's "leading leisure brand" market positioning, which can fully reflect Jeanswest's professionalism and authority in the field of leisure clothing. As a leading brand in the industry, it is necessary to establish a brand position on the Internet while establishing a brand through TV media. As a three-dimensional concept of online marketing, "leisure kingdom" can be quickly accepted by online users, allowing brands to monopolize users' brains. Mr. tom doctoroff, regional director of JWT Northeast Asia and CEO of Greater China, believes that the theme of network promotion should be constructed from four angles. The first is "release", which releases netizens from strict social restrictions through entertainment rather than preaching; The second is "acceptance", which creates a platform for netizens to find similar identities without sacrificing their individuality; Then there is "recognition", which transcends the real limit and allows netizens to gain recognition purely by talent; Finally, it is "transcendence", which makes netizens downplay realistic considerations and realize superego experience in the network; . These four themes can help advertisers use the Internet to better communicate with consumers, hit and guide consumers to participate in marketing activities. Mr. Liu Dongming, an expert in online marketing, said that the interactivity brought by online marketing brought young groups of Jeanswest together in the e-ecology, forming Jeanswest's "brand tribe", generating a brand aura and strengthening the brand's deep influence. As a result, the one-way "loud cow" mode in the traditional communication era was replaced by the interaction and experience in the network communication era. In the new media era, brands are created by the interaction of consumers. Mr. Liu Dongming emphasized that really smart marketers need to adjust their focus, from design communication to clever interaction to induce consumption. "Leisure Kingdom" provides a platform for consumers and Jeanswest to interact instantly.
In the "leisure kingdom", consumers can experience Jeanswest's brand concept and clothing culture and learn about Jeanswest's latest products. You can also exchange the latest leisure fashion trends with each other and put forward your own opinions on clothing design and workmanship, which will be fed back to Jeanswest's product production and design in time. When consumers buy Jeanswest products again, they will get a greater sense of identity and satisfaction when they see clothes designed according to their own opinions.
There are more than 1. 1 1 100 million netizens in China, but there are tens of thousands of websites at the same time. How to choose a cooperative website depends on the influence on netizens. Portal is the first choice for clothing brands. Netease, as a leading portal, not only has a huge user base, but also its home page and email address are leading high-value marketing resources in China. At the same time, Netease is the preferred media for college students and has outstanding influence among young users. These advantages can help clothing brands effectively achieve the purpose of network promotion.
The theme of the 22nd China Jeanswest Cup Casual Wear Design Competition is "Music and Tide"-in music, designers are eager trend leaders, and endless imagination and possibilities in fashion design are fully displayed in music. Combine music with design, and let's play "Le" and "Chao". The 20 elite designers shortlisted for the East Division presented a dazzling trend feast for the audience with excellent creative works, and showed the theme of this competition to the fullest with their unique design concepts.