JEANSWEST Yang Xun Discusses Network Pricing

"I may not be dressed up, but my mind must be wet. This is the foothold of "new normal". Recently, Yang Xun, founder of JEANSWEST brand, said at the sub district of JEANSWEST cup casual wear design competition. As a "leisure" brand with a reputation as a "veteran", Yang Xun feels that JEANSWEST is facing a critical transformation and value remodeling stage. That is, a gorgeous turn from "classic brand" to "tide card".

It can be seen that Yang Xun showed considerable strategic importance to the brand's "intelligence". In May 8th of this year, the State Council promulgated "made in China 2025", and put forward the strategy of "three steps" in three ten years. The deep integration of the new generation of information technology and manufacturing is triggering far-reaching industrial changes, forming new modes of production, industrial form, business mode and economic growth. Three dimensional (3D) printing, mobile Internet, cloud computing, big data, bioengineering, new energy and new materials will become a new technology hotspot.

At present, JEANSWEST's interest distribution mechanism has become the object of many fast selling brands in the industry. For example, when the online order is generated, JEANSWEST's system will automatically locate the location of the consumer's city, and the supplier will distribute the goods in their respective regional markets according to the principle of the nearest shipment. This enables JEANSWEST to have a O2O system in all the markets nationwide. This part of the order will also be included in the sales performance of the entity store, which will well balance the interest relationship between the online and offline businesses.

In this regard, Yang Xun believes that this will be Chinese tradition. Clothing brand An excellent development opportunity, new technology leverage and R & D highlights will bring unprecedented vitality to it. To some extent, it may even play a revolutionary breakthrough in the transformation of genes.

However, he also believes that the achievement of strategic goals can not be achieved in a particularly radical and idealistic way. Based on the characteristics of JEANSWEST's existing large-scale consumer audiences, "innovation" should grasp the degree and rhythm. "A pragmatic brand should first learn to keep up with the trend and then create the trend." For JEANSWEST, the technology concept of "cool" is certainly attracting attention. However, there is a cost-effective, good quality, design sense foundation, which is still in the "cornerstone" position of the entire product structure. To do a good job in the research and development of this part of products, and at the same time do well in the layering of product structure, and to make cutting-edge technology implantation according to different consumption levels and categories, will become the overall product strategy of JEANSWEST in the future.

In conjunction with International Textile trends In the dialogue, Yang Xun also expressed some views on the current e-business platform network marketing. He said frankly that changes in lifestyle will spawn changes in the mode of production. At the same time, the change of product R & D mode will inevitably give rise to changes in sales mode. The current network marketing, to a large extent, has become a way for many brands to clear up the backlog of inventory, so it will inevitably fall into a similar "price circle", which will cause great harm to the long-term development of the brand. Therefore, the key is to "grasp the laws of competition rather than get bogged down in the vicious circle of price". The former is a challenge and the latter is a quagmire. JEANSWEST's current development thought is that the research and development of online categories and offline products are gradually separated and relatively independent, and the network needs to launch customized funds suitable for Internet consumption, and also can avoid conflict between online and offline channels.

"Summed up in one sentence, that is," price led brand layering ". Yang Xun Finally, it shows that in the process of network marketing, we should learn to regard price as the "leverage" of the brand itself instead of taking it as a "primary means of dumping". The integration of O2O is also reflected in the establishment of the profit distribution mechanism between the network sales link and the agent franchisee.

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