Interview With JEANSWEST Chairman Yang Xun

Reporter: as one of the three hundred excellent SMEs in the world, Forbes has the largest retail network of casual wear in China.

What do you think is the key factor for JEANSWEST to win the casual wear market?

JEANSWEST brand positioning at the age of 15~25, no income, and chasing fashion, keep up with the trend of young people, so the style of clothing can neither lag behind nor advance too much, can only keep up with the trend; while ensuring quality, the price can not be too high, so that they can afford to spend.

It is not easy to achieve this, and fitness is very important.

It should be said that "value for money" is a key factor for JEANSWEST to conquer casual wear market.

Reporter: is there any difference in business philosophy between JEANSWEST's "value for money" and the fact that many clothing brands earn high added value profits?

Yang Xun: Yes.

The pursuit of profit makes the price very high, some clothes seek fame, but quality and service can not keep up. JEANSWEST mainly relies on word of mouth to open up sales.

JEANSWEST's original intention is to "give back to society" and provide a stage for young people who aspire to be a garment practitioner to show and sell themselves.

We find that 200 universities have participated in the competition. Many of them have become consumers of JEANSWEST brand through the wide participation of students.

Reporter: what do you think of the competition in the future casual wear market? What is the advantage of JEANSWEST in maintaining the leading position of casual wear market?

Yang Xun: not only is it

Almost all consumer goods have entered the buyer's market for greater demand.

Under such circumstances, competition will be very fierce.

But as long as the location is accurate and the design keeps pace with the trend, there will always be repeat customers.

At present, "VIP card" consumption has accounted for 7% to 8% of JEANSWEST's turnover, and the rate of continued card is very high.

In order to keep up with the trend in design, the company will send designers to the US and Japan every month to understand the market trend and maintain close contact with the international fashion color organization.

In order to cover the wider consumer market, the "multi brand strategy" is gradually incorporated into JEANSWEST's competitive strategy, and the market is refined with different positioning products.

The I.T brand that has been on the market and the "fast" brand that will soon be on the market is 3~4 times the price of JEANSWEST, and is positioned in the fashion oriented fashion.

Reporter: I heard that the company has a management secret called "sunrise three tactics", that is to say, "divide the light", "act according to circumstances" and "get things done".

I really want to hear your understanding of "getting things done?"

Yang Xun: it is not necessary to rush to solve the problem when the time is not yet.

For example, JEANSWEST's current customer base needs to keep up with the trend rather than guide the trend. Customers in Shanghai and Beijing are different from customers in Xi'an and Shijiazhuang, so they are also different in distribution.

Again, many policies and systems can not keep up with the development of the market. In the past, foreign enterprises were not allowed to operate retail business in China. If they were trapped in such a policy, the retail industry may not be able to get to it now. But we have had 11 years of retail history in the mainland, which is to solve the problem by building factories in the mainland to produce and sell their own products. When they do not have the strength to build factories all over the country, they will develop franchisees to assist in sales. The franchisees are mainly concentrated in provincial and prefecture level cities, and now, with the maturity of the market, franchisees have developed to counties and towns.

Interviewer: can you tell us how to tell yourself and motivate employees when you have the feeling of sharing weal and woe with this brand?

Yang Xun: there are differences in success. The past and present successes do not represent the future.

In the future, we must continue to be recognized by society and the public in order to maintain the brand's permanent vitality.

Therefore, after solving our internal problems, we emphasize the need to "give back to society".

And the most fundamental step of "giving back to society" is to run the company well, because it determines whether you have assumed the responsibilities entrusted by society.

When we have the ability, we will give back to the society through various activities, such as hosting the "JEANSWEST Cup" casual wear design competition, investing in hope primary school, and donating "Health Express" and other public welfare undertakings.

Reporter: what is the most important thing for business decision-makers?

Yang Xun: sober minded.

It depends on obtaining valuable information in time and maintaining the harmony of the spiritual world.

Information comes from research departments, various economic and life books.

But spiritual satisfaction comes from my research on Buddhism for more than 10 years, which makes me look at things more smoothly.

Normally, I often balance my mind and body through meditation to regulate and purify the inner world.