The leader of the black and white women's wear brand Shenzhen Jiao Luna

From a tailor shop to a clothing chain brand with more than 500 stores, Chen Luzhen, chairman of Jonathan, has created a miracle of a women's brand in the past 15 years. In the past three years, Girona’s income has maintained a double-digit growth every year. It has risen in the ranks of women’s wear in Shenzhen, becoming the leader in black and white women’s wear.

Chen Yuzhen, who was born in a tailor's family, first worked as a master trainer at Dongguan Taiping Fashion Factory. In 1995, he founded Hundray tailor shop. The following year, the tailor shop was registered as a giant company, meaning that it was huge and prosperous. In the past two years, Jonathan has not done any retail business. What she does is wholesale business. That is, she produces samples and hands them over to customers.

In 1997, Verona trademark registration, the company began a chain of operations. In the following six months, Chen Yuzhen, who first tested his brand strategy, handed in expensive tuition fees and lost all the money earned in the past two years. In 1998, Chen Yuzhen was not allowed to regain his old business - to make a living in order to make a living. Until 2001, Jonathan finally found her position. This year, the company launched a black-and-white series. The target consumer group is a fashionable woman between the ages of 25 and 40. The brand features black-and-white costumes. "The classic fashion has truly started the brand's business.

Hand in hand with the capital market to make Ronaldina taste sweet. In 2007, the company introduced foreign-funded private equity investors. This year, it also achieved rapid growth in store numbers and turnover. In 2008, Juchang and Girona split up, Jona Luna grouped, Jona Luona Fashion (Shenzhen) Co., Ltd. was established, and Juchang became a subsidiary of Girona. Looking back at the development of fifteen years, Chen Yuzhen thinks that long-term focus is the main reason for its success.

“Our attachment to the work, we have not done it for many industries, and we have always insisted on being a fashion and popular industry. There is no investment other than this one,” Chen Yuzhen said. “We are focusing for 15 years. Love you for a day or Love you forever, who do you marry to? I think it is really good to stick to doing one thing in my life. I really can't think of any industry in the world that does not make money. The important thing is whether or not we try to make it the best. ”

Multi-branding in popular industry

When referring to "Girona," consumers first think of the fashion classic black and white women's clothing. In fact, Sr. From 2003 to 2006, Jonathan had tried the costumes and later had to stop because of funds. Then the company focused on developing the black and white series. Chen Yuzhen pointed out that in the future, the Jonathan brand will not touch the colorful equipment, but will focus on the black and white series. In the future, the color equipment will use another brand to do it. If Jorona wants to touch it, it will only serve as a color palette. The proportion will be It's below 10%.

Not only is it developing its own brand, but also planning to represent high-end, high-value brand names. High-end brands do not make money at first, and they need to dig out cultures or stories. They need to set aside time to train, but it is profitable to operate to a certain extent. Due to the lack of channels for foreign brands in the Chinese market, Jonathan plans to represent companies that do not enter the Chinese market or enter the Chinese market but are not well-managed. In addition, the company also considers medium-to-low-priced brands that are heavily supported by income and profits. Such brands have large sales volumes, including sports or casual brands in Southeast Asia, as well as brands of Japan, South Korea, and Hong Kong and Taiwan. Many of these brands are Domestic channels have not yet been rolled out.

Self-owned brands and agency brands need to be differentiated, and internal competition will occur if they are not differentiated. Chen Yuzhen pointed out that it is possible to distinguish from the age group. The target customers of Jonathan are 25 to 40-year-old females. When acting as an agent, she may choose brands targeting the 30- to 50-year-old age group, or be 18 to 25 years old. In addition, it can also be distinguished by gender, category (such as shoes, leather goods, etc.).

Although Jona Luna's brand will focus on black and white series of women's clothing, Chen Yuzhen's vision is that the entire group is positioned in the popular industry, that is, industries that require creative design. This includes not only clothing and shoes, but also bedding and furniture. Nurturing apparel brands is not the same as trading or other things. It requires a long-term plan. First, there must be one or two brands that provide a certain amount of profits and profits for the company, and then develop other brands based on this. In the product line, Chen Yuzhen plans to develop fashionable business men's, children's wear, shoes, bags and other products in the future, but may use different brands to achieve the dream of a multi-branded company. Girona is currently looking for consulting companies to consult men's apparel. He plans to enter children's clothes in the future. However, there is no timetable at this time.

Deep down the laying channel

Jona Luna’s physical store forms include self-employed, franchised and joint ventures. Self-employed shops, including floor shops and department stores, have 70% to 80% of their channels in department stores, and the proportion of floor shops is relatively small. As of the first half of the year, there were five of Jonathan's affiliated stores. For some inconvenient management of remote areas, the company will directly entrust local professionals to manage, and take out a percentage of turnover or operating profit to the custodian as a share.

The layout of “one street and multiple stores” and “one store and multiple stores” can deepen channels, reduce distribution costs, and increase brand influence. Chen Yuzhen stated that the company has stores all over the country, but its breadth is not enough but its depth is not enough. The number of shops in a single city has not reached the capacity required by the city itself. For example, a city would need 10 stores, but we only have two stores in it. The company plans to reduce its management costs and facilitate distribution by allowing its different brands to enter different floors of the same department store in the future. For the ground floor, through the centralized layout of the shops in one street and multiple stores, this effect can also be achieved, that is, stores of different styles and categories are concentrated in one street.

The "point to face" approach helps deeper into the hinterland of the second and third tier cities. The company plans to first do a good job in first-tier cities and expand in the second and third-tier cities in the future. Chen Yuzhen stated that the profit growth point in the future is definitely in the second and third tier cities; the company plans to use Shanghai to radiate the Yangtze River Delta, and to expand from the entire region, so Shanghai is the most important city this year, and East China plans to increase more than ten this year. Stores; This year, the company will also enter Beijing, driving Beijing and North East provinces by Beijing. On the export side, Jorona is mainly exported to Russia and South Korea through wholesale forms. Customers buy and pay for goods at home and re-export themselves.

In addition to digesting inventory through natural growth in stores and discounts at the end of the quarter, in addition to the inventories of stocks, Girona used discount stores to digest products from the previous year or two. At present, the company owns a discount store, which mainly sells some products with broken stock codes in Shenzhen.

The laying of channels is not only the only way for chain operations, but also a good tool for word-of-mouth marketing and promotion in the initial stage of brand management. Chen Yuzhen said that most of the products started as word-of-mouth marketing, including storefronts, products, brand image, and services, which can pass on information to consumers and form word-of-mouth marketing among consumers; channels are not paved. When it is time to advertise, it is often a waste. At present, Gelona is mainly engaged in regional advertising in Shenzhen, Shanghai, Beijing, etc.; in the case of more than 1,000 stores, advertising is not wasted. At this time, it can include television, Advertising signs such as street signs and planes.

As a native Garment Company in Shenzhen, Jonathan also had her own factory at the beginning. The company’s order will also be given to her own factory. At present, the company’s own products account for 30%. Chen Yuzhen pointed out that many brands actually do not need factories. The reduction of links can reduce costs. For example, the Esprit brand does not have a factory and it outsources processing; companies with factories respond faster than those without plants, but they need to spend time managing and training. Employee.

The retail price of Girona followed the market, and according to a certain multiple, the retail price was determined. If the cost is high, the price will naturally rise, which is in sync with the rise in prices and labor costs. Since the new stores are opened every year, the company's same-store sales have not changed much, but the revenue in the past three years has maintained double-digit growth every year.

Facing the future, Jonathan’s goal is to develop into a world-famous multi-brand company in the fashion industry. Chen Yuzhen believes that the competitive advantage of a company is certainly comprehensive, not a certain aspect, such as channels, brands, and the ability to survive is relatively comprehensive; mature management needs to be long enough in the industry. The entire industry is very familiar with the production and processes; the only thing missing in the future is all aspects of talent, including design, IT, finance, human resources, marketing and so on.