Source | Jian Feng
Written by | Wen Qing
Edit | Less waves
The first generation of fashion brands, fashion impressions of the 80s/90s, the king of jeans. These three words, which clothing brand comes to mind?
The answer couldn't be more obvious to some, and it was Jeanswest.
People who used to wear Jeanswest grew up, began to chase the same style of celebrities, watched bloggers bring goods, and found that clothes can have such a variety of style choices. In the wave of fashion, Jeanswest cannot escape the fate forgotten by the times: nowadays, it is difficult to see it in major shopping malls.
The youth memories belonging to the post-80/90s generation may be gone forever, but in the live broadcast room of the video number gathered by middle-aged and elderly people, Jeanswest caught fire in the just-concluded 618 promotion, with its amazing rushing speed: In the video number brand goods list on June 2, Jeanswest still ranked 11th, but in the brand goods list on June 18, Jeanswest has rushed to the second place, and the popularity even exceeds the shadow group that once dominated the list of goods.
Regardless of the speed of the list, Jeanswest's performance in the past two years is actually remarkable: sales increased by 50% year-on-year in 2020, 80% year-on-year in 2021, and 110% year-on-year in 2022. In the first quarter of this year, a growth rate of 100% was achieved on the basis of last year's high growth.
The data shows that the e-commerce sector, which accounts for more than 80% of sales, has become a new engine to support Jeanswest's progress: in 2020 and 2021, the growth rate of the e-commerce sector will be 50% and 85% respectively, and Jeanwest's sales will recover from less than 1.3 billion yuan in 2020 to 1.5 billion yuan in 2021, and Jeanswest's online sales will exceed 2 billion yuan in 2022.
Specific to the sales performance of the 618 promotion, it also exceeded expectations. Liu Weiwen, general manager of Huizhou Jeanswest E-Trade Branch, mentioned in an interview before the end of the promotion that the original goal of Jeanswest 618 promotion was 300 million yuan, but according to the growth rate, it is expected to complete 360 million yuan. As of June 14, Jeanswest has completed 260 million yuan. Although the GMV contributed to the promotion in the live broadcast room of Channels is not specifically mentioned, we can still see signs of an old brand becoming popular in the live broadcast room.
The replacement of old and new is a footnote to the progress of the times, for old shoe and clothing brands, how not to be "abandoned" in the ever-changing market changes, perhaps from Jeanswest, we can find some inspiration. We will discuss the four aspects of Jeanswest brand research, video channel live room disassembly, transformation strategy and popularization methodology. You will get the following information:
1. Background information of Jeanswest layout live broadcast;
2. Jeanswest Video Live Room Playing Method and Strategy;
3. What did Jeanswest do outside the live broadcast room?
4. What does the old brand rely on to become popular?
01. The forgotten Jeanswest chooses "not lying flat"
In 2020, Jeanswest Australia announced the start of bankruptcy liquidation, which made people suddenly realize that Jeanswest was still there.
Although Jeanswest International (Hong Kong) Co., Ltd. Chairman Yang Xun has always stressed in interviews that Jeanswest Australia and Jeanswest China are different subsidiaries and operate independently of each other, it is difficult to hide the fact that they have been gradually forgotten by the market.
At that time, the media reported on Jeanswest, pessimism was the main theme, from "Goodbye! Jeanswest", "Jeanswest was left behind by the times", "Jeanswest, how did you play a good hand to shred? " and a series of other reports, we can see the ups and downs of an old clothing brand.
The cliché of Jeanswest's past, we will not repeat it. But there are two pieces of data that give a glimpse into Jeanswest's loss. In 2013, Jeanswest had nearly 3,000 stores in Chinese mainland and annual sales of nearly 5 billion yuan. Since then, Jeanswest's performance has continued to decline, and successive losses have continued. In the first half of 2018, Jeanswest's sales were only HK$700 million, and in five years, Jeanswest laid off more than 6,000 employees and closed more than 1,300 stores.
If Jeanswest's decline is placed in the entire context of China's fast fashion clothing brands, it is not difficult to understand that this is an irreversible trend under the torrent of the times. In fact, not only Jeanswest, but also international brands including ZARA, H&M, GAP, etc., as well as domestic brands represented by Metersbonwe, La Chapelle, Egger, etc., without exception, have entered the downhill road through the peak period, and even fell into the trough. For example, some time ago, La Chapelle, which officially entered bankruptcy liquidation, went public in 2017, and its operating outlets once reached more than 9,000, and then began to lose money year by year, and in 2019, there was news of "a half-year loss of 565 million".
Interestingly: we can still see some brands active on the front lines of live streaming. It can be said that e-commerce, especially the development of live streaming e-commerce channels, has indeed given some old brands abandoned by the market the opportunity to win exposure again, and there are even cases of using live streaming e-commerce to become popular again, such as Hongxing Erke.
Jeanswest, once forgotten by the market, also chose to "not lie flat".
Recently, Yang Xun, who is in his 70s, frequently appeared in media interviews, although his hair has turned gray, but as the helm of Jeanswest, he still tries to convey a different Jeanswest to the public through his own story, and the most talked about is the change and progress of Jeanswest. He said: "If you don't progress, if you don't change, then you must have no vitality." As an enterprise, we must have this awareness, must change, and must progress. ”
Jeanswest's changes are hidden in the live broadcast room of the headquarters building of Jeanswest in Jiangbei, Huizhou: the live broadcast room of people, clothes, and numbers is "intertwined", and the scene in full swing supports the normalization of the live broadcast of Jeanswest Douyin and Video. In 2009, Jeanswest established the e-commerce sector, with only 9 team members at that time; Today, Jeanswest has more than 260 employees, and nearly 5 supporting group IT technical teams
02. Disassembly of the live broadcast room
As we mentioned above, Jeanswest's changes are hidden in the live broadcast room, so what are the points worth dismantling in its playing style and strategy in the live broadcast room of Channels? We selected the account Jeanswest Outdoor Flagship Store and Jeanswest Official Flagship Store of Jeanswest, which are currently undergoing regular live broadcasting, as observation objects for disassembly
Video account layout
Channels Live Account Matrix:
The accounts verified by Jeanswest on the video account include: Jeanswest Outdoor Flagship Store, Jeanswest Official Flagship Store, Jeanswest Flagship Store, Jeanswest Men's Flagship Store, Jeanswest Official Flagship Store, Jeanswest Mall, JEANSWESTZ + Xinyi Store.
It is worth mentioning that on Douyin, Jeanswest has established a matrix of more than 100 accounts, and the accounts with the most fans are as high as 1.59 million. It is reported that Jeanswest only started operating Douyin in early 2021, and now accounts for about 20% of total e-commerce sales. At that time, there was a pair of jeans that was planned to sell 2,000-3,000 pairs on traditional e-commerce platforms, but the pair achieved sales of 240,000 pairs using the Douyin platform.
Duration and frequency of live broadcasts
Usually: broadcast in two times every morning and evening; During the big sale: non-stop broadcasting throughout the day. Frequency: Daily broadcast.
Dismantling of goods
Screenshot of shopping bag in the live broadcast room
Disassembly of the rhythm of the product: the anchor appears on camera - the assistant broadcaster first explains for 5 minutes (a series of verbal bombardment) - the anchor adds explanation.
Common welfare methods in the live broadcast room: simple and crude 68 yuan off
Scene disassembly
Overall, the scene in the live broadcast room of Jeanswest Video is relatively simple, either directly live broadcast in the current store, or directly pulling a background board, the same is that the background has a humanoid portrait of spokesperson Zhang Ruoyun. The depth of the scene is not very strong, and the anchor does not have to show the upper body effect of the clothes by walking around after the broadcast.
Under normal circumstances, the anchor who appeared in the brand live broadcast room is mainly responsible for the explanation of the product, but the live broadcast room of Jeanswest's official flagship store is somewhat different, and the main explanation of the product has become an assistant broadcaster who does not appear on camera, and when the assistant explains the product, the anchor echoes in front of the camera, and after the assistant broadcaster is explained, the anchor will supplement the details, quality and use scenarios of the product. The assistant broadcaster speaks quickly, the speech technique is very familiar, and he repeatedly speaks a set of speech skills, looping once in 5 minutes, just like a repeater.
Policy teardown
Product selection strategy: The price of Jeanswest's products in the live broadcast room of the video number is significantly lower than that of Douyin, and the explosive T-shirt is even as low as 18.8 yuan, and the highest-priced jacket in the shopping bag in the live broadcast room is only 129 yuan. Since this year's "June 18" coincides with Father's Day, in terms of categories, Jeanswest chooses more men's summer clothes or T-shirts and casual clothes that both men and women can wear.
This is different from the selection strategy on Douyin, it can be seen that Jeanswest on Douyin, the selection of different accounts is different, some live broadcast rooms are mainly jeans, some live broadcast rooms focus on slacks, and some live broadcast rooms focus on selling T-shirts, forming a differentiated matrix selection strategy.
Lecture strategy: While choosing low-priced products, Jeanswest chose a single-explosive product strategy on the lecture, and the live broadcast room mainly explained a product, and the words were repeatedly cycled.
Speech strategy: On the whole, Jeanswest's speech in the live broadcast room emphasizes three aspects:
1. Anyone can wear it, the price is super value;
2. The quality can be guaranteed, and the offline store is the same model;
3. The price of the live broadcast room is the most favorable, and the subsidy is tens of billions.
03. Jeanswest transformation "quadrilogy"
As we mentioned above, Jeanswest's popularity is not only in the live broadcast room, in the 30 years of brand development, Jeanswest, which has experienced the darkest moment, has transformed from an established clothing brand that relies on offline stores to an e-commerce brand operating through omni-channel operations.
From offline to online
Homogenization and the impact of foreign brands have made some domestic FMCG clothing brands enter a new reshuffle period. Jeanswest started its fourth transformation in this context, and the first step of transformation was to strategically close offline stores and concentrate on actively deploying online.
Today, Jeanswest has only more than 600 stores in the country, and they are basically distributed in communities and large supermarkets in second- and third-tier cities, and the turnover of single stores is not high, and the overall performance growth mainly comes from online. In the past two years, Jeanswest began to focus on the development of online e-commerce, establishing two companies with different positioning, one specializing in genderless clothing and the other specializing in jeans.
The shift in focus from offline to online has allowed Jeanswest to open an omni-channel operation model. At present, Jeanswest has opened online stores on Tmall, WeChat Mini Program, Vipshop, Pinduoduo, Taobao.com, Douyin, Kuaishou, Dangdang.com, Jingdong Mall, Yunhuo Youxuan, Yunji.com, etc.; At the same time, it innovates business models and improves the company's e-commerce operation and development through M2B business model, O2O sales model, authorized business, live broadcast marketing, etc.
Diversified layout
In addition to the main brand of Jeanswest, Jeanswest has also registered a series of brands for different groups of people and different verticals, forming the Zenwest brand matrix.
It includes 6 sub-brands including the fun trendy brand "Jeanswest CLUB", the plus-size clothing brand "Jeanswestail", the genderless clothing brand "Jeanswest LIFE", the outdoor urban clothing brand "Jeanswest BODY", the Generation Z trend brand "Jeanswest Z+", and the sports brand "Jeanswest", and 4 Shaoshu and light fashion sub-brands and children's wear brands such as "MOFEEL", "JSW//JEANS", "JSW & Co" and "PINBALL" JEANSWEAR JNR", which fully rolls out the product line.
It can be seen that many brands that start by the logic of explosive models, if they cannot make explosive models into super items, the final explosive models can only be short-lived, the vitality of a single explosive model is too weak, and the difficulty of continuously copying explosive models is too high, which is too tormenting for brands that have been in the middle for a long time. Therefore, in the stage of brand hitting the market, you can rely on a single explosive model to quickly rise in volume, but if you want to keep the brand evergreen, you must constantly adapt to changes in the market with a diversified layout
Celebrities build momentum
In 2022, after 7 years, Jeanswest once again opened the strategy of star brand endorsement - signing the spokesperson Zhang Ruoyun, reflecting the determination to upgrade the brand. Since the official announcement of the renewal of the contract with spokesperson Zhang Ruoyun at the end of April, Jeanswest's promotion actions have continued, and it can be said that it has made sufficient preparations for this 618 promotion.
On the core landmarks and main roads of Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou and other cities, Jeanswest simultaneously launched outdoor large-screen advertisements, and for a while the topic of "Zhang Ruoyun playing 3D frisbee on the street" aroused heated discussions among netizens. On the large screen, Zhang Ruoyun's "3D frisbee" seemed to fly out of the screen, causing passers-by and fans to follow suit and interact, setting off a "frisbee relay action".
Aiming at the advantages of high information carrying capacity, wide dissemination and large area of outdoor advertising large screen, Jeanswest locks in brand competitiveness, taps more core groups to build brand power, generates immersive interactive experience with audiences through video special effects, improves the reputation and influence of Jeanswest's brand, and realizes online and offline circle-breaking. In the live broadcast room of the video number, Jeanswest directly put Zhang Ruoyun's humanoid portrait on the background board, and directly played the banner of the same style of the star, in fact, it is to use the popularity of celebrity marketing to realize the sustainability of celebrity influence and communication potential, and complete the link from celebrity bringing goods to the transformation of the live broadcast room.
Digitalize the supply chain
Since the 90s of last century, the marketing model of the American GAP brand - self-owned brand professional retailer business model SPA as the strongest business model in the field of clothing has been popularized in the world, ZARA, H&M, UNIQLO and other applications are this model. Jeanswest has also referred to this model since 1993 at the beginning of its development in the mainland.
With the rise of e-commerce, this model has gradually shown its drawbacks: the cycle from development to sales is long, and even after the current season of sales, it is necessary to start planning the same season in the next three years, and the goods are very lagging behind in terms of fashion trends and market response.
Since 2019, Jeanswest has introduced platform thinking in its business model, actively developed a new model of joint sales, proposed the concept of "brand ecosystem", and coordinated with external apparel supply chain manufacturers to develop online business, supplemented by the joint sales model, with rapid product development and rapid replenishment mechanism to capture market hot products, the purpose is to improve the production cycle of products and quickly respond to market changes.
Online, by building a big data sales platform, Jeanswest can grasp the consumption and purchase information of each platform in the first time: which styles customers browse, choose the purchase duration, choose the purchase quantity, etc., and realize the "visualization" of the consumption process through data, so as to formulate brand sales strategies. This just reduces the decision-making bias caused by the time difference and information difference during the formulation of sales strategies by relying on the management and management team to judge the fashion trend based on experience.
Offline, as a brand side, Jeanswest has a huge number of partners such as raw material supply, matching provision, logistics support, and franchise sales. Jeanswest changes the traditional "design-order-ship-sales" model, sharing market consumption big data with all parties in the product chain, empowering them to give full play to their advantages and share benefits, and participate in brand building in the form of partners.
Jeanswest builds a brand ecosystem through digital construction, increasing the speed of product "launch" by more than 10 times. In the past, when popular styles appeared in the market, Jeanswest determined the style and then produced, and even if the right style was selected, it took 90 days to launch the product to the market; Now, data analysis realizes market prediction, partners arrange fabrics, matching, etc., and all parties act at the same time as soon as the explosive model comes out, and the product can appear on the sales side after 7 days.
04. Veteran red-turning methodology
Under the rolling tide of consumption, the thinning of some old brands seems to be inevitable. But in the traffic era, any opportunity may bring brands and enterprises with weakened momentum back to life, and the live broadcast room is the biggest popular place.
When the old brand walks into the live broadcast room
In the past two years, there have been many brands that have become popular by live broadcasting, and Hongxing Erke, Bee Flower, and even Oriental Selection are all representative cases. Of course, the explosion of Hongxing Erke and Bee Flower again was hit by huge traffic because of a hot event. However, after the hot spot detonated traffic, the live broadcast room played an important role in undertaking traffic.
According to statistics, the news of Hongxing Erke's donation has only been two days old, and the live broadcast sales of Hongxing Erke's official flagship store on Taobao exceeded 107 million yuan, with a total sales volume of 645,000 pieces and nearly 30 million views. In its Douyin live broadcast room, the sales of the three matrix numbers exceeded 130 million yuan in two days.
After Bee Flower was on the first hot search, the surging traffic also entered the live broadcast room of Bee Flower from Weibo, and the anchor that night looked at the rapidly rising number of viewers and shouted "frightened", after more than five hours of live broadcast, the audience reached 160,000 people, setting a record since the start of the broadcast, fans rose to 1.05 million, and 4 links were sold out.
The miraculous effect of live streaming platforms in helping old brands out of the circle may be evidenced by a data released by Douyin last year. Previously, the "2022 Douyin E-commerce Domestic Products Development Annual Report" released by Douyin e-commerce showed that the sales of domestic brands on Douyin e-commerce increased by 110% year-on-year in 2022. With the help of the platform, domestic brands have continued to upgrade and innovate, among which, the sales of "time-honored" brands increased by 156% year-on-year, faster than the sales of cutting-edge brands.
Ultimately, it comes back to the product itself
If the popularity of Hongxing Erke and Bee Flower has some accidental component, then the explosion of Oriental Selection is the accumulation of long-term live broadcast operations in the live broadcast room. Before leaving the circle, Oriental Selection accumulated strength for half a year, cultivated its own anchor team and stable supply chain, and accumulated enough live broadcast experience. After many overturns due to product quality problems, Oriental Selection also began to vigorously develop self-operated products with stronger control.
After several years of development, although it is difficult to produce super anchors such as Li Jiaqi and Wei Ya in the field of live streaming goods, the myth of overnight explosion continues to be staged in the field of live streaming goods, and some old brands that are looking forward to becoming popular with the help of live broadcast rooms still have the opportunity to struggle. However, successful methodologies can be replicated, but success cannot be replicated. But one thing is certain: opportunities are always reserved for those who are prepared.
In any case, the essence of live streaming is still e-commerce, since it is e-commerce, it is eventually necessary to return to the product, the test is the brand's ability to respond to market changes and logistics and other supply chains, although the old brand popularity is sometimes encounterable and unwanted, but only the brand that cultivates the good product and supply chain, can catch this luck when it is hit by traffic. Otherwise, the flow is like grains of sand across your fingers, leaving nothing behind.
The undertone must be warm
If you explore the commonality of Hongxing Erke, Bee Flower and Oriental Selection Popularity, there is actually another important aspect, that is, the background color of the brand. A good brand, a brand that will not be abandoned by the market, the background color must be warm, and the brand with a warm background color is generally not too bad luck.
The warm undertone can come from the brand's social responsibility and entrepreneurial responsibility. For example, Hongxing Erke donated 50 million yuan to aid the disaster area in Henan; Before New Oriental's live broadcast, Yu Minhong also donated all 80,000 desks to rural schools. The warm background can also come from the brand's consistent adherence to providing conscientious products, such as bee flower has only risen by 2 yuan in 10 years, and Huiyuan juice "has no technology and ruthlessness".
At a time when values are gradually becoming the scarcity dividend of the brand, an enterprise with a sense of social responsibility and conscience is more likely to win the goodwill and trust of the audience and revitalize the brand, just like a good memory that has been hidden for a long time, it will always be awakened in a suitable occasion.
It is worth mentioning that in the past 20 years, Yang Xun has led Glorious Sun Group and Jeanswest to help public charity, donating more than 3 billion yuan in total, and he himself has won the "Most Loving Individual" award of the China Charity Award for many times. It is not difficult to do public welfare, the difficult thing is that it has been able to stick to it for so many years, and it is not difficult to do charity, it is rare that even if the funds are difficult and the operation is frustrated, this love and kindness have always continued.
What is the root of making a brand evergreen, in addition to the product, there is also conscience.
The above is an article for the dismantling of Jeanswest live broadcast room, I hope that through the dismantling of different categories of brands, we can restore a more complete WeChat e-commerce ecological map for you, looking forward to reading. END