Jiangnan Cloth Clothing Half A Year 1 Billion 600 Million Sales Biggest Impetus Is Fans Economy

Jiangnan Buyi group in Chinese designer brand

The largest occupying industry

Share, the number of fans on WeChat platform ranked first in 2 consecutive years, and the main driving force behind its growth is still the fans economy.

Recently, Jiangnan Buyi announced its mid-term performance announcement for the 6 months ended December 31, 2017. The total revenue reached 1 billion 654 million yuan during the period, an increase of 26.2% over the same period last year.

At present, Jiangnan Buyi group is making designer fashion in China.

It occupies the largest market share, and its number of fans on WeChat platform ranks first in the domestic women's clothing for 2 consecutive years. The loyalty of the brand fans industry is also far higher than that of other domestic women's clothing brands.

According to the data in the report, the main driving force for the growth of Jiangnan cloth is still the fans economy.

As China's early use of "fans economy" to carry out a series of brand initiatives Jiangnan cloth, the usual marketing means is the discount price, but at the same time it is also very concerned about the social media plate.

For example, the content of WeChat public number in Jiangnan Buyi is very focused on the setting of columns. Apart from simply sharing Clothing promotion, it also combines travel, photography, food, architecture and other arts to show people around them.

The attitude of literature and art.

Through the platform of WeChat public address and micro-blog, the relationship between fans and fans in Jiangnan has become a new way of communication, which is very beneficial to the improvement of brand business.

The price positioning of apparel products is consistent with that of the same line.

Of course, there will be some measures such as discount, encouragement and consumption for consumers, such as the consumption of gold card in Jiangnan Buyi, as long as customers spend 2500 yuan at a time, or spend two yuan in total consumption to 3500 yuan, or spend 8000 yuan a year, then they can handle the gold card.

Gold card customers can not only enjoy 10 percent off benefits in the whole country, but also get two new 30 percent off discount on the birthday or a month in advance. The total score is 8000, and it can also buy two new 20 percent off items per month.

This is a series of measures to further expand the core customer base and maintain and enhance customer loyalty.

For online shops, its interactive activities are more diverse.

There are various directional promotions, lucky draw, daily check-in gifts, birthday greetings, integral exchange rights, exclusive membership benefits and other activities, in order to strengthen links with fans.

At the same time, in improving the layout of each channel, it also provides consumers with as many combinations as possible, giving consumers the ability to freely switch in various buying modes.

Active interaction with fans can not only enhance their loyalty to the brand, but also further materialized the consumer portrait effectively.

In addition, the interactive interaction between Jiangnan cloth and consumers can help to understand the market trend and consumer demand in a timely manner, so as to make product design according to the requirements of customers and produce marketable products. Through close cooperation with consumers, the market competitiveness of products can be improved and the correct market judgement can be made.

For example, the introduction of home brand JNBY HOME is through investigation and analysis to understand that consumers have such a demand, and then hatch the brand according to these needs.

In the highly competitive and highly fragmented clothing market, it is the strong brand operation, the ability to maintain fans and the advantages of differentiation.