American Editor | Qianqian
Audit | Ode
In the spring of 2024, JOEONE, an "expert in men's trousers", ushered in the "second spring" of development.
On April 11, Joeone officially announced that Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong, and Zhu Yawen became brand spokespersons, further consolidating the position of men's pants experts in the industry.
A day later, JOEONE released the 2023 annual performance pre-profit announcement, which is expected to achieve a net profit attributable to shareholders of listed companies of 190 million yuan to 245 million yuan in 2023, which will turn losses into profits year-on-year.
This national brand, which has been deeply cultivated for 35 years, has achieved three-sided flowering in brand image, product layout, revenue and profit, and finally kept the cloud open and ushered in another spring of brand development after experiencing the cold winter of the industry and itself.
Represented by JOEONE, domestic men's wear brands are also ushering in a new turning point in their development.
1. The official announcement of five spokespersons, "men's pants experts" showed their determination to be fashionable and younger
After years of brand building, JOEONE's positioning image as a "men's pants expert" has been deeply rooted in the hearts of the people. The impressive result of "selling a pair of pants every 7 seconds" also makes it a well-deserved track leader.
However, with the transformation of consumption generations, young and middle-aged people and Generation Z have gradually become the main force of consumption. They not only pursue fashion, casual, and sports clothing, but also have extremely high requirements for quality. On the basis of "men's pants experts", how to strengthen communication with young people and enhance the fashion characteristics of the brand is a topic that JOEONE needs to complete in the new era.
Judging from the actions of the past two years, JOEONE has found its own answer.
First of all, in terms of product layout, it is closer to fashion and youth.
Based on 35 years of experience and insight in the men's trousers track, JOEONE has keenly captured the strong demand of new consumer groups for diversified aesthetics and diversified consumption scenarios. The singleness of traditional men's pants in product design and application scenarios can no longer meet the diverse standards of "slash youth". As a result, JOEONE broke the game with the "five pants" series.
In addition to the classic and versatile little black pants, which have always been popular, Joeone has launched a variety of men's pants products with fashionable styles and diverse scenes in the past two years. Easy pants won the hot sales championship of the whole network with the advantages of "easy to choose, easy to wear, and easy to take care of"; high-end trousers show their noble status through Italian century-old luxury custom fabrics; free denim relies on core version technology to bring a new experience to men who pursue comfort and fashion; Business Outdoor No. 1 pioneered three-super and three-proof technology, breaking through the limitation of a single scene, spanning multiple business and outdoor scenes, and swept six awards around the world as soon as it was born.
Five popular products, five styles, and multiple scenes, so that the new generation of consumers can "choose freely with their eyes closed, and there is always one that can be suited". With such a product design tailored to the needs of the audience, it is no wonder that some netizens praised JOEONE as "the first person to open their eyes to the market".
There is a "five-pants matrix" layout on the product, and naturally there is also a rich upgrade of the brand image.
On April 11, JOEONE officially announced five brand spokespersons, Fan Chengcheng, Li Yunrui, Wei Daxun, Zhang Yunlong and Zhu Yawen, and innovatively interpreted five major items: Business Outdoor No. 1, Easy Pants, Haute Couture Trousers, Free Denim and Little Black Pants. At the same time, it has deployed social platforms such as Weibo, WeChat, Douyin, and Xiaohongshu online to interact and communicate with the majority of netizens, and offline to swipe the national focus elevator media to seize the minds of the mainstream people in the city. Such a luxurious endorsement lineup and strong brand action have not only attracted great attention from the industry, but also shown JOEONE's determination to further become fashionable and younger.
The five spokespersons have their own styles and experiences, which makes JOEONE's brand image and radiation audience more rich and three-dimensional; the strong star effect and fan appeal have helped JOEONE to greatly shorten the distance with young consumer groups, expand more dimensional audience circles, and at the same time, deepen the brand's fashion and quality labels, and the image shaping of "Mr. Quality" by the five spokespersons has further strengthened the image of JOEONE as a "men's pants expert" and influenced the broad-spectrum consumer group who pursue quality life.
It can be said that this time the promotion of the brand has enriched the brand image and diversified style of JOEONE, and also helped it open up a broader consumer market.
2. Focus on full-scene outfits to help multi-curve growth
Of course, the layout of JOEONE's "five-pants matrix" and five spokespersons, in addition to meeting market demand and enriching the brand image, is more important to focus on full-scene clothing and further boost the growth curve.
In the past two years, men's wear companies such as Joeone, Seven Wolves, China Lilang, and Mulsanne Group have ushered in a performance inflection point and profits have continued to improve, but how to make performance growth the norm is a problem that all brands need to solve.
In the face of the rise of the new middle class and "Generation Z", many companies have adopted a diversified layout. From the current point of view, diversification is mainly reflected in two aspects.
The first is to take the route of group development and build a multi-brand matrix. For example, Heilan Home Group owns Heilan House, Men's Black Whale, Women's OVV, Infant and Children's Clothing Yingshi and Boys and Girls, Professional Wear Shengkainuo, Sports Brand Haide and Life Home Furnishing Brand Heilan Preferred, Mulsanne Group has several major brands such as GXG, gxg jeans and MODE COMMUTER, and in addition to JOEONE, a "men's pants expert", JOEONE also has Korean quality fashion men's ZIOZIA, a fashion pants brand FUN derived from hip-hop culture, etc., to achieve coverage of more consumer groups.
The second is to expand more diversified consumption scenarios for specific brands, help multi-curve growth, and achieve the ultimate in segmentation. This is the focus of JOEONE's "five-pants matrix".
At the same time, the "five pants" series solves the shortcomings of the current men's pants market in terms of quality, such as lack of originality in design, easy to wrinkle and easy to stick to hair, lack of elasticity and comfort, and has carried out a deep reshaping of the entire men's pants market and has become the quality leader of the men's pants track.
It can be said that the layout of the "five-pants matrix" and the five spokespersons not only corresponds to different groups of people and styles, but also helps JOEONE enter the diversified consumer segmentation scene and open up multiple growth curves. The joint efforts of the five major products have undoubtedly injected strong momentum into the performance growth of JOEONE.
In addition, JOEONE's growth confidence also comes from the help of channels. Thanks to the continuous optimization and upgrading of JOEONE's offline stores, JOEONE's store efficiency and ping efficiency have been continuously improved, especially the new terminal image created by inviting well-known Italian space designers to create an immersive shopping scene for consumers with a fashionable and youthful design style, attracting more young people, and at the same time, it also demonstrates the image and strength of JOEONE men's pants experts.
In addition to upgrading offline stores, JOEONE has also made a comprehensive layout of mainstream e-commerce platforms, micro-malls and other emerging online channels, and digital and intelligent technology empowerment has also made outstanding contributions to JOEONE's expansion of sales and growth.
With the immersive shopping scene offline, the multi-channel expansion online, the product layout of the "Five Pants" series and the help of the five spokespersons, it is believed that the brand potential and market performance of JOEONE will reach a new level.
For the "King of Pants", the layout upgrade and the recent outstanding performance may be just a new starting point, but for the domestic men's wear brands that are stuck in the bottleneck of development, Joeone's bold moves and the confidence behind them have undoubtedly injected a new vitality into the entire industry.
It is not only a strong needle, but also represents the "willow and dark flowers" of domestic men's clothing.