The Brand That Occupies The Leading Position Of Domestic Casual Wear -- JEANSWEST 4

Brand honor

JEANSWEST JEANSWEST Clothing Co., Ltd. of Shanghai was awarded the "ISO9002 quality management system certification" in May 1998, becoming the first Chinese retailing garment industry to receive this certificate.

The main supplier of JEANSWEST, Lijia Industry Co., Ltd. was awarded the ISO9002 quality management system certification in July 1995.

The main manufacturer of JEANSWEST pants, Dan Jin clothing factory (Huizhou) Co., Ltd., won the ISO9002 quality management system certification certificate in April 1994, and won the "China Import and export certificate of exemption certificate" from September 1996 to 2005, and became the first enterprise in the garment industry to win this honor.

The main production plant of JEANSWEST sweater, Taizhou Jue Bai Garments Co., Ltd., the main production plant of casual trousers, Hebei jatar Garments Co., Ltd., Nanjing Jiangda Clothing Co., Ltd. and Hubei Chang Jin Garments Co., Ltd. have also won the ISO9001 quality management system certification.

In August 2006, JEANSWEST brand casual wear was awarded the "leading brand of Chinese garment industry in 2006".

In September 2006, JEANSWEST supported the hope project with the China Youth Development Foundation and won the first "Social Welfare Demonstration Project" Best Partner Award.

In October 2006, JEANSWEST brand was awarded the "most popular brand award" issued by Specialized Committee in 2006.

In November 2006, Mr. Yang Xun, chairman of JEANSWEST International (Hongkong) Limited, won the honorable title of "Paramount news personage".

In April 2007, JEANSWEST brand casual wear was awarded the pioneer brand award of 2006 China pioneer brand list casual wear.

In July 2007, Mr. Yang Xun, chairman of JEANSWEST International (Hongkong) Limited, won the award of "ten meritorious entrepreneurs".

In October 2007, JEANSWEST brand casual wear was awarded the 2007 most influential fashion brand award in China.

In January 2008, JEANSWEST brand casual wear was awarded the most competitive brand award of Chinese casual wear.

In March 2008, JEANSWEST activated the dream project to win the dream of "ten major marketing news events in China's apparel industry" award. 2007.

Network marketing strategy

Attracting young consumers

JEANSWEST has also taken a different path in communication with its customers.

JEANSWEST did not find celebrity endorsement brand, nor did it have any TV advertising, but it influenced a lot of young and fashionable consumers by organizing a series of activities advocating freedom and leisure.

As early as 2002, NetEase has become the exclusive network cooperation media for JEANSWEST series marketing activities.

JEANSWEST has held a "JEANSWEST cup campus dress design competition" to excavate the potential student market. A series of large-scale marketing activities such as "JEANSWEST casual wear design competition", "JEANSWEST national extreme sports masters", "JEANSWEST China model competition" and "JEANSWEST super show selection" have been held to influence young consumers.

In addition, JEANSWEST also attaches great importance to the use of the Internet, which is the media with young people as the main audience to carry out advertising marketing activities.

Nowadays, the activities of JEANSWEST's "leisure kingdom" on the platform of network media are in full swing.

JEANSWEST's "leisure kingdom" is a large consumer interactive network community.

In this community, consumers who like JEANSWEST can understand the market dynamics of brands, participate in some interesting interactive activities and reward customers' raffle.

JEANSWEST's "leisure kingdom" has established a more active communication channel for the brand and the most loyal consumers.

As long as consumers register and log in to JEANSWEST's "leisure kingdom", consumers can find out what the current popular leisure fashions are and what new promotional activities JEANSWEST has recently launched.

For those loyal consumers who hold VIP cards, JEANSWEST also provides more opportunities for return.

For example, JEANSWEST will hold a "reward Tour" member activity every year to form a huge free tour group in Beijing, enjoying the Beijing attractions and visiting the annual China JEANSWEST cup casual wear design competition finals.

Notification and participation in these activities are carried out in the community.

JEANSWEST currently has hundreds of thousands of VIP members, including 18 to 25 years old consumers. Most of these young consumers are fashionable and have become accustomed to living with the Internet. They form a common "interest group" through the Internet. They are carrying out information dissemination and interaction with JEANSWEST brand image and seasonal products every day.

JEANSWEST's "leisure kingdom" has created a completely "leisure" discourse environment, becoming a paradise for countless consumers who love casual clothes and leisure life.

The "leisure Kingdoms" network partner, JEANSWEST chose the NetEase, the most popular portal website for young people. The sub e set up the entrance to the leisure Kingdom on the NetEase sports channel, the forum home page and the entertainment channel.

For the cooperation between the two sides, NetEase combined with the consumer situation of JEANSWEST, put forward the "true self camp" forum marketing concept.

JEANSWEST believes that communication with consumers through the form of a forum can effectively achieve marketing objectives. On this basis, a more extensive consumer interaction community, such as "leisure kingdom", is finally launched.

The way of clothing brand's network marketing

How to promote clothing brand on the Internet is very valuable for JEANSWEST.

The strategic positioning of JEANSWEST's "leisure kingdom" fits the market position of JEANSWEST's "leading leisure brand", which fully reflects JEANSWEST's professionalism and authority in the field of casual wear.

Now, as a leading brand in the industry, we need to establish brand status through the TV media, and also need to establish brand status on the Internet.

As a three-dimensional network marketing concept, "leisure kingdom" can quickly be accepted by Internet users, so that the brand can monopolize the user's brain.

Tang Ruitao, chief executive officer of Greater China in JWT, director of regional development in Northeast Asia, thinks that the theme of Internet promotion should be structured from four perspectives.

The first is "release", which allows users to be released from strict social constraints through entertainment rather than sermon. The second is to "accept" and create a platform that allows users to identify their peers without sacrificing their individuality and finding the same kind of people. Another is "recognition", surpassing the limitations of reality, allowing netizens to be recognized purely by talent, and finally, "surpass", allowing netizens to dilute reality and realize the experience of realizing superego in the network.

These four themes can help advertisers use the Internet to better communicate with consumers, to hit and guide consumers to participate in marketing activities.

Liu Dongming, a network marketing expert, said that the interaction brought by network marketing has brought the e ecosystem of JEANSWEST's young people together, forming JEANSWEST's "brand tribe", creating the brand's aura and strengthening the brand's deep influence.

Therefore, the one-way "loud bull" in the traditional communication era was replaced by the interaction and experience in the era of Internet communication.

In the new media era, brand is the common interaction of consumers to achieve brand building.

Mr. Liu Dongming stressed that the real smart marketer needs the focus of adjustment, from design communication to ingenious induced consumption interaction.

The "leisure kingdom" provides an instant interactive platform for consumers and JEANSWEST.

In the "leisure kingdom", consumers can experience JEANSWEST's brand concept and clothing culture, and understand JEANSWEST's latest products.

They can also exchange the latest trend of leisure and exchange, and put forward their own opinions on clothing design, workmanship and so on. This information will be timely feedback to JEANSWEST's production and design links.

When consumers buy JEANSWEST products again, they will gain greater recognition and satisfaction when they see clothes designed according to their own opinions.

China has more than 111 million Internet users, but at the same time, there are tens of thousands of websites. How to choose a cooperative website depends on its impact on users. Portal website is the first choice for clothing brands.

To NetEase, as a leading portal website, not only has a large user community, NetEase home page, e-mail is also the leading high value marketing resources in China; at the same time, NetEase is still the preferred media for college students, and has a prominent influence on young users.

These advantages can help clothing brands effectively achieve the goal of network promotion.