JEANSWEST Seems To Be Surprised By Moderation.

Following the "JEANSWEST Cup" after its 20 birthday, JEANSWEST

Seemingly mediocre

Diluted gross profit and unlimited market

Reporter: standing at the special turning point of brand 20th anniversary, looking at the future, what new strategies will we take?

Liu Weiwen: although 20 years is a critical turning point for brand, but for a clear positioning brand, the fundamental reversal will not happen easily.

JEANSWEST's brand culture itself has the meaning of "steady progress", so those ideas that are already deep rooted are still the essence of our management in the next 20 years.

In terms of "value for money", the growth rate of brand profit has been limited in the fourth quarter of this year under the influence of the big environment, but the overall cost control level has not hurt us too much, so we will not change the direction.

Most importantly, we made an objective analysis of the current casual wear market, and most of the competitors "left" instead of making room for us.

Hongkong brands such as Giordano and Baleno, which came to the mainland in the same period with JEANSWEST, are building business and leisure. But the brands that are born in the mainland, such as mats bond, Semir, YISHION and so on, have gradually given up their young positioning in the first place and changed to a mature fashion line.

Although the "young market" is generally recognized as a market which is not easy to grasp, it is a market that is forever and constantly expanding. This is why JEANSWEST chose to stick to its thin margin.

Reporter: compared with the same level of domestic brands and foreign brands, how can JEANSWEST do well in differentiated competition?

Liu Weiwen: the outside world often uses JEANSWEST and ZARA, H&M, UNIQLO and other fast fading brands to do analogies, and then goes on to discuss its "fashion" shortage. We do not know that we have an advantage that others can not get. It is through 10 years of mainland market experience accumulated to form three or four line cities and even five line cities penetration ability.

The prospect of rural urbanization described in the "12th Five-Year" development plan represents an unlimited growth opportunity for JEANSWEST, which adheres to the "popularization of famous brand".

There is also a noteworthy growth point is "net sales".

In the past "11. 11" rush to buy, JEANSWEST has created 1 days of more than 28 million yuan of sales myth.

What is more attractive to retail businesses that value passenger flow than the 1 day net sales of nearly 100 thousand people? According to public figures, the total volume of online shopping in 2011 is expected to reach 760 billion yuan, an increase of 30% to 40% over the same period last year, and the proportion of online shopping turnover in retail sales has reached 5%, which is even higher than that of JEANSWEST brand.

The original advantages are easy to follow.

Reporter: how are we going to tide over the current market predicament and how to magnify the advantages?

Liu Weiwen: at the moment, the goods in the autumn and winter are subject to the market environment, and will not get better soon next spring. But the growth rate slowed down in this season and did not drag on the annual performance. The goal setting of the two digit growth can still be achieved.

As a fine adjustment, we will play the "super value card" in the next year's strategic department.

Take a closer look at the English name of JEANSWEST brand. It is easy to see that "JEANSWEST" contains a concept of "cowboy".

In fact, cowboy goods are always the highlight of our season, and the proportion of jeans is increasing every year.

In the 20 years of the brand, the time node looks back. Compared with the advantage of developing a new brand, the original advantage is more conducive to the brand history and cost control.

The difference is that next year we will consider how to improve the three elements of cowboy fabrics, tailoring and post processing.

Because of the increase in volume, single denim will also appear at a more premium price.

Reporter: as a cultural derivative of JEANSWEST brand, how can JEANSWEST Cup play a leading role in the industry?

Liu Weiwen: a competition that has already formed brand effect must maintain the consistency of its image before and after. Therefore, we have focused our attention on the JEANSWEST cup design elite meeting, which has been established for 5 years.

In addition to extending the way of promotion in the past, we will highlight the elite of the elite next year, give special support to funds and channels, and further push individual members who are already well-known to the social stage.

A plan under consideration is to use JEANSWEST's expanding network platform to allow more elite members to share the "passenger benefits" free of charge.

Here is another point to sell.

Next year, the elite will be reelected. After years of observation and practice, a group of truly talented activists will be promoted to the new sub district president.

And the best candidate for president of the association is basically locked. The only thing that can be revealed now is that his personal achievements and public awareness are enough to support this organization to play a more leading role.

Reporter: in addition to external talent "water storage", JEANSWEST's top management structure and grass-roots workforce also have excellent stability. How did this happen?

Liu Weiwen: refining is to rely on the system.

We have noticed that some companies will soon be faced with management ideas and even suppliers' "exchange of blood" once they are "changing hands" in the middle and high level, and then they will be tired of adapting to the downturn.

To avoid putting the company's fate on individuals, comprehensive institutionalization is a management strategy that JEANSWEST has always adhered to.

Of course, if we can find the most matched talents, it will be icing on the cake.