In recent years, the men's wear industry has faced challenges such as intensified change, increasingly fierce competition, and serious product homogenization. At the same time, the trend of consumption stratification and scenario segmentation is becoming increasingly obvious. The industry urgently needs a leading enterprise to take the lead in breaking the situation.
On April 11, JOEONE officially announced the five major brand spokesperson matrix of Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong, and Zhu Yawen (in no particular order, in alphabetical order), and at the same time launched the "Five Pants Series" product matrix. Through the comprehensive attack of the dual matrix, JOEONE has completed a key leap in the potential energy of the brand, setting off a new trend of innovation and upgrading and quality aesthetics in the men's wear industry.
The double matrix king fried the official announcement, leading the trend of Mr. Quality
JOEONE has been focusing on men's pants for 35 years and has always insisted on conquering people's hearts with good quality. The five brand spokespersons officially announced by JOEONE this time have also devoted themselves to research in their respective fields, constantly breaking through themselves, and have countless fans with their professional strength and personal charm, which complement the spiritual background of JOEONE.
With the debut of the five brand spokespersons, the "Five Pants" series gathered the five quality works of JOEONE - Business Outdoor No. 1, Easy Pants, Little Black Pants, Free Denim, and Haute Couture Trousers. The "Five Pants" series aims to provide contemporary quality gentlemen with pants options covering business, leisure and outdoor scenes with a more segmented and three-dimensional product matrix. Under the innovative interpretation of five long-legged male stars, a quality trend detonated.
The "Business Outdoor No. 1" pioneered by JOEONE has swept six design awards around the world(1). It adopts the "three super and three proof" black technology fabric, with the multiple functions of "ultra-light, super elastic, super permeable, anti-wrinkle, sunscreen, anti-light rain", fashionable and practical, so that Mr. Quality can realize the switch between business and outdoor scenes.
JOEONE's "Easy Pants" for exquisite and light urban scenes help quality gentlemen relax and easily cope with various occasions in work and life with the advantages of easy selection, easy wear and easy care, and become a hot-selling dark horse product on the whole network once launched.
JOEONE's "Little Black Pants" are also favored by international design awards, with both comfortable elasticity and exquisite fit, classic and versatile, suitable for various scenes and various figures, and have become the common choice of millions of quality men, with more than 3 million hot sales (2).
"Free Cowboy" is another innovative work of JOEONE that adapts to the times. It is made of JOEONE stretch fabric, which ends the stiffness and tightness of traditional jeans, so that it is both trendy and stylish, but also comfortable, and opens a new experience of "comfortable five senses" denim for Mr. Quality.
The business gathering occasion is the home of JOEONE's "high-end trousers". It is made of luxury homologous fabrics, delicate and light, silky to the touch, natural anti-wrinkle, with JOEONE's unique trouser waist "support lining" process, scientific structure to support the waist force, so that Mr. Quality adds an elegant and calm gentleman's style.
Broaden the boundaries of men's pants categories and empower brand value to jump
In the past 35 years of development, JOEONE has always kept pace with the times and maintained a keen insight into market trends and user pain points. In today's market context, the adaptation scenarios of traditional men's pants products are too simple, which can no longer meet the fast-paced and high-frequency life scene switching needs of contemporary quality men. The "Five Pants" series of JOEONE took the lead in realizing the upgrade from products to scenes, from super single products to super product matrix, filling the gap in the market. At the same time, as the culmination of JOEONE's quality craftsmanship, the "Five Pants" series also solves the shortcomings of the current men's trousers market, such as lack of originality in design, easy wrinkles and sticky fabrics, lack of elasticity and comfort. This innovative layout not only enabled JOEONE to achieve a differentiated breakthrough and seize the minds of consumers with consumption scenarios, but also opened up new ideas for the development of the entire men's wear industry.
At the same time, the unprecedented luxury lineup of the five major brand spokespersons has endowed JOEONE with a strong star effect and fan appeal, further pushing it to a blank circle that has never been radiated. The high-quality image and experience of the spokesperson also continue to inject fresh raw materials into the brand story, and their innovative interpretation makes the brand image more vivid and three-dimensional, so that the quality gene of JOEONE can be implanted into the minds of more consumers. The large flow and high-quality broken circle coverage will surely make JOEONE's "five pants" series products enter the wardrobe of more quality gentlemen.
The strong combination of the five major brand spokesperson matrix and the "five pants" product matrix has injected strong momentum into JOEONE's entry into multiple consumer segmentation scenarios and breaking through the ceiling of brand user growth and value upgrading.
Deepen the strategy of men's pants experts and demonstrate the power of Chinese brands
Quality should not only be outstanding on the outside, but also excellent on the inside. JOEONE can set off a new chapter in the quality of this men's wear field, in addition to the external force of stars and traffic, more importantly, the internal support of the enterprise.
Since its establishment in 1898, JOEONE has been deeply engaged in the subdivision of men's trousers, and has successfully passed through several rounds of cycles and accumulated profound professional strength. In 2020, JOEONE launched the strategic transformation of "the world's leading men's pants expert", and after four years of unremitting climbing, JOEONE's product power, brand power and channel power have been significantly improved, laying a solid foundation for the brand value jump.
At the level of product upgrading, JOEONE has always adhered to the spirit of craftsmanship and won by quality. With its unique high-elastic materials and 12 million human body data(3), JOEONE has developed 6 main versions to suit Asian men's bodies. As a participant in the formulation of men's trousers standards in China (4), JOEONE leads by example and strictly controls every production link of its products to ensure that each pair of pants meets high quality standards.
At the level of brand renewal, JOEONE has strategically focused on the main categories of men's pants and continued to consolidate the brand awareness of "the world's leading men's pants expert". Looking at the world, JOEONE has recruited international luxury design masters, appeared in international fashion weeks such as Paris and Milan several times, and appeared in major events such as the Asian Games in Jakarta and the Tokyo Olympics as the official dress supplier of the Chinese sports delegation. These explorations have allowed JOEONE to continue to break through on the road of fashion, specialization and internationalization.
At the level of channel construction, JOEONE conformed to the trend and promoted channel upgrading at full speed. The number of high-quality shopping mall stores and high-efficiency large stores has increased significantly. In particular, with the new image of the 10th generation flagship store, it has continuously broken the national or regional high-potential channel system, and has won wide attention and recognition from shopping malls. At the same time, JOEONE actively lays out online platforms and builds an online and offline omni-channel promotion and sales network to connect brands and consumers more closely.
From "starting with 12 sewing machines" to becoming a men's pants expert with cumulative sales of more than 100 million men's pants and the world's leading sales (5), JOEONE men's pants are selected by consumers every 7 seconds on average (6), ranking first in the comprehensive market share of men's pants for 24 consecutive years (7), JOEONE has truly embarked on its own high-quality development path and has also improved the industry discourse power of Chinese brands along the way.
The double matrix blessing of the five pants series and the five brand spokespersons has undoubtedly injected strong vitality into the brand growth of JOEONE, and also injected strong impetus into the upgrading of the industry. It is expected that in the future, JOEONE will continue to expand more men's wear scenes, accelerate its progress to the global trouser king, and walk in the spotlight of the world stage with the proud posture of a Chinese brand.
(1) Six design awards: 2023 Fortune China Best Design List, MUSE Design Award - Platinum Award, New York Product Design Award - Gold Award, GDA German Design Award - Excellence in Product Design Award, AIIDA International Design - International Innovation Design Award, CFS2023 Finance Summit - Product Technology Innovation Award.
(2) "Hot sales of more than 3 million" data source: sales statistics of JOEONE's 2019-2023 little black pants series products.
(3) "Accumulation of 12 million human body data" data source: JOEONE and Beijing Meidaojia Technology Co., Ltd. established cooperation to jointly collect the data.
(4) China men's trousers standard participants: national standard for trousers: GB/T2666-2017, national standard for washed and finished clothing: GB/T22700-2016, denim industry standard: FZ/T81006-2017.
(5) "The world's leading men's pants expert" data source: Euromonitor Information Consulting (Shanghai) Co., Ltd., based on men's pants sales volume in 2022. Covering 210 countries/regions around the world and various retail channels, JOEONE ranked among the top three menswear brands in terms of sales volume of men's trousers, which accounted for more than 15% of men's pants sales and had casual or business as its core products, and completed the survey in May 2023.
(6) "Every 7 seconds, a pair of JOEONE men's pants is chosen by consumers" Data source: JOEONE's 2023 pants sales statistics.
(7) "Ranked first in the comprehensive market share of men's pants for 24 consecutive years" Data source: China General Chamber of Commerce and China National Commercial Information Center according to the national key large-scale retail enterprise commodity sales survey statistics. The period of "24 consecutive years" is "2000-2023".