The Brand That Occupies The Leading Position Of Domestic Casual Wear -- JEANSWEST 3

Brand concept

Overview

The "JEANSWEST", which launched into the mainland in Shanghai in 1993, now has more than 700 chain stores and franchisees throughout the country.

The Huizhou based casual wear manufacturer, which has a turnover of 1 billion 400 million yuan in 2002, has become a real "big crocodile" in China's casual wear industry.

What people are concerned about is: what is the "JEANSWEST" leading by the fierce competition in the casual wear market?

Build popular brand names

Liu Weiwen, chief executive officer of JEANSWEST International (Hongkong) Limited, said that the core concept of JEANSWEST's marketing is to emphasize the popularity of famous brands and pursue "value for money" so that young consumers can afford real brand names.

"JEANSWEST" advocates "popularization of famous brands" based on the need to expand the Chinese market. JEANSWEST's desire is to make every Chinese brand an international brand.

The idea of "value for money" is to repay customers through the strong management system and excellent cost control within the enterprise, with the best quality and the best price.

Brand new advertising creativity

At present, many leisure wear brands in China have promoted the brand image and achieved different results by hiring an image spokesperson. "JEANSWEST" has not taken such a route. Why?

Liu Weiwen believes that no star has ever been able to fully match the "JEANSWEST" brand. JEANSWEST prefers to promote brand promotion to activities that young people like, such as working with the China extreme sports association to hold the first national extreme sports masters.

He also revealed that the "magic weapon" for JEANSWEST to maintain its brand image is to pay more attention to advertising creativity, such as the advertising of "promising, winged" made recently by the top professional institutions. With its brand new creativity and dynamic rhythm, it has been favored by consumers.

Unique marketing mode

Compared with many peers, JEANSWEST has its own characteristics in marketing mode, that is, direct camp.

Liu Weiwen believes that franchising can rapidly expand the market, but in the long run, there are still some problems that can not be ignored in carrying out the brand concept. Therefore, JEANSWEST only takes franchising in some remote areas, and the share of franchise is only 20% of the total marketing system.

The size of the 700 stores in the field of domestic casual wear is an amazing number, which naturally poses a great test to the logistics and distribution system of the brand.

Headquarters can understand the business of the more than 700 branches in the country within hours by computer, and adjust the business strategy according to the market changes. The efficiency is very high.

And through the 13 logistics centers located in all parts of the country, the goods will be sent to all shops in the country.

In a sense, for a real strong brand, the key is how to establish and consolidate consumer loyalty to the brand through marketing products.

Liu Weiwen believes that almost all consumers are seeking genuine products. First-class quality, moderate price and high quality service are the embodiment of "JEANSWEST" brand value.

"JEANSWEST" is keeping an eye on changes in the trend of world clothing. Every month, headquarters developers have gone to Europe, America, Japan and other regions to collect the latest trend information. Combined with the survey reports collected by the mainland market, we have designed marketable goods according to the needs of the market and customers.

Develop more functional details based on the trend, improve the added value of the product, so that customers really have the value of clothes.