Hidden Treasure Jiangnan Cloth Clothing Leads The Trend

China's influential designer brand fashion group Jiangnan cloth clothes ("just naturally be "Yourself" is the group's unified brand concept) and released its annual results for fiscal year 2021 on August 31. The group maintains a leading position in China's fashion industry with strong financial performance. Revenue increased by 33.1% year-on-year to 4.13 billion yuan, and net profit increased by 86.7% to nearly 650 million yuan.

Jiangnan cloth clothing has recovered significantly from the challenge of the new epidemic situation, maintaining a substantial growth in performance and exceeding the level before the epidemic. The group's three major business strategies strengthen the unique positioning of the brand in the rapidly changing market, and at the same time ensure its continued success.

　　 "Design power" and "brand power" dual core drive

Since the establishment of the brand in 1994, Jiangnan cloth clothing has developed into a multi brand design group, while maintaining the "just naturally be" "Yourself". At present, Jiangnan cloth clothing has eight brands, providing diversified brand style products for customers with different fashion tastes. Its brand matrix includes three categories: mature brand JNBY; Croquis (sketch), JNBY By JNBY and less; And the emerging brand Pomme De Terre, jnbyhome and apn73. According to the industry survey, the main brand JNBY is considered to be a Chinese women's clothing designer with high humanity and popularity, and enjoys high brand awareness.

Jiangnan cloth clothing has a strong team of talented designers, constantly exploring forward-looking design, advocating sustainable fashion concept and embracing environmental re design concept. In fiscal year 2021, in order to provide customers with unique and comfortable Jiangnan cloth style shopping experience, the company redesigned the image of offline stores.

In addition, Jiangnan cloth clothing also launched a series of creative brand promotion activities. It includes star endorsement, IP Brand Co branding, collaborative design with many artists, art exhibitions and DIY workshops. The strategy not only enhanced the popularity and recognition of Jiangnan cloth clothing brands, but also highlighted the brand characteristics with artistic sense and the molding of high-end life quality concept, showing the ability of Jiangnan cloth clothing to use design strength and brand reputation.

　 Multi brand strategy for sustainable growth

With the advantages of multi brands, Jiangnan cloth clothing keeps a leading position in the relatively small and subdivided market. At present, the mature brand Jiangnan cloth clothing contributed most of the company's revenue. The share of growth and emerging brands' total revenue in the company's total revenue is steadily increasing year by year. In the past fiscal year, the revenue share of growth and emerging brands increased from 41.5% to 44.3%。 Jiangnan cloth clothing's multi brand matrix continues to drive overall revenue growth, while ensuring sustainable long-term business development.

The company's global retail network plays another crucial role in supporting the large-scale operation of its multi brand strategy. As of June 30, 2021, its domestic retail network covers more than 400 cities in mainland China. Retail sales in the first and second tier cities accounted for more than half of the total sales in fy2021. In terms of international retail network, Jiangnan cloth clothing operates independent stores in 11 countries and regions, and has set up overseas independent websites to enhance the international influence of the brand.

With the development of business, Jiangnan cloth clothing has implemented the intelligent fast reverse supply chain system, thus improving the inventory efficiency and operating cash flow. The data-driven system has increased retail sales by nearly 400 million yuan and will continue to support the company's sustainable development.

　　 Deeply cultivate "fan economy" with global retail layout

Members and fans are very important to the "fan economy" retail strategy of Jiangnan cloth clothing. Through opening up sales, membership and product data, the company integrates physical stores, third-party e-commerce channels and various social platforms, and develops into a diversified global retail layout. This in turn helps to enhance the shopping experience of fans across different channels in real time.

As of fiscal year 2021, Jiangnan cloth clothing has more than 4.9 million member accounts, becoming the industry leader in digital membership strategy. In addition, Jiangnan cloth clothing members showed high brand loyalty, and their revenue contribution accounted for more than 70% of the total retail sales in fiscal year 2021. Among them, members with annual consumption of more than 5000 yuan contributed more than 40% of offline retail sales.

As a pioneer Designer brand Group, Jiangnan cloth clothing also actively leads the practice of ESG (environment, society and Governance). The company established its ESG governance framework in fy2021 and expects to deliver on its ESG commitments by 2025. In addition, in line with its core concept of sustainable design, the company plans to increase sustainable raw material procurement to 30% by 2023.

Looking to the future, Jiangnan cloth clothes We will build an international designer incubation platform to cultivate more young designers and develop potential new brands. The group may also seek acquisition opportunities to further enhance its growth and market influence. Adhering to the core value of "better design, better life", the company is committed to providing fans with interesting design and "Jiangnan cloth clothing" lifestyle spanning fashion, art and creativity. (Peng Bo media)