On April 20, Joeone (601566. SH) Group officially announced the appointment of Lin Zehuan, Director and Deputy General Manager of JOEONE Co., Ltd., as General Manager of JOEONE Division.
The new life leads the brand, and the brand is revitalized
In 2020, JOEONE established the strategic positioning of "the world's leading men's pants expert". In the same year, Lin Zehuan was officially appointed as the director and deputy general manager of JOEONE Co., Ltd. As the young force of JOEONE's management team, he led the team to firmly consolidate the strategy, promote the construction of brand rejuvenation, and continue to promote the three major reform measures of brand visibility, image visibility and product visibility in view of the aging problems of brand, product, channel and other aspects of JOEONE, and promoted brand upgrading, product upgrading and channel upgrading, and achieved remarkable results. The rejuvenation of product design, the upgrading of the image of the new 10th generation store, the landing of high-end pop-up stores, and a series of innovative measures to land in international fashion weeks such as Paris and Milan have brought breakthrough growth to the JOEONE brand, and the brand potential continues to increase. His participation has built a more effective communication bridge between the brand and mainstream consumers, further strengthened the connection and resonance between the brand and the younger generation, and made JOEONE glow with new vitality.
Innovate and break through, and continue to build up brand potential
In recent years, the men's wear industry has intensified, the competition has become increasingly fierce, and the homogenization of products has been serious. In the face of the challenges of the harsh market environment, JOEONE resolutely embarked on the road of strategic transformation. With 35 years of ingenuity and precipitation, we empower scientific and technological innovation, gain insight into market opportunities with an international forward-looking vision, make decisions and dare to be the first, refresh the development of the industry to new heights again and again, and bring unprecedented consumer experience to the public. From product development to terminal sales, from brand packaging to marketing, JOEONE is heading towards a more modern, youthful and international attitude on the road of high quality, health and sustainable development. Some time ago, the official announcement of the spokespersons of the five major brands and the listing of the five-pants product matrix successfully set off a new trend of innovation and upgrading and quality aesthetics in the men's wear industry. The unprecedented luxury lineup of the five 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. JOEONE has taken the lead in realizing the upgrade from product to scene and from single product to product matrix, filling the gap in the market. The dual combination made an all-out attack, allowing JOEONE to complete a key leap in brand potential energy and once again become the focus of mainstream consumers.
Strengthen the foundation and promote the high-quality development of the brand
Looking back at the history of the brand, it can be found that since its establishment in 1989, JOEONE has been inseparable from the accumulation of ingenuity in every step on the road of innovation. As the world's leading men's pants expert (1) and a participant in the formulation of men's pants standards in China (2), JOEONE has accumulated 12 million human body data (3), developed 6 main versions, strictly controlled every production link of the product, and worked diligently in the field of men's pants with craftsmanship and scientific and technological innovation as the internal driving force. With the comprehensive blessing of product power and brand power, JOEONE has been able to achieve a breakthrough of brand differentiation with a large enough scale and technical advantages, and has developed from "starting with 12 sewing machines" to now selling more than 100 million men's trousers, with an average of one national brand selected (4) every 7 seconds, truly walking out of its own high-quality development path.
New products, new images, new channels, new faces, and new pilots are bound to inject more fresh impetus into the brand growth of JOEONE, which also makes people look forward to its future development and what kind of dazzling brilliance it will bloom.
(1) "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.
(2) China men's trousers standard formulators: national standard for trousers: GB/T2666-2017, national standard for washed and finished clothing: GB/T22700-2016, denim industry standard: FZ/T81006-2017.
(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) "One is selected every 7 seconds" Data source: Joeone's 2023 pants sales statistics.