The secret behind the contrarian rush: JPE has created a cult of oriental culture and fashion

Domestic men's clothing has entered a difficult transition period in recent years. From the external environment, global brands have fully settled in China, undoubtedly exerting pressure on the domestic market, but also threaten the domestic local men's brand. As more and more choice opportunities are placed in front of consumers, consumers with increasing awareness begin to choose more branded foreign brands.

At the same time, domestic men's wear brands are still faced with the challenge of being younger. The market has been younger, 80, 90 or even 95 years have become the main force of consumption, releasing a huge consumer potential. In this market change, some people have left the game, some have lost power in the competition, some have actively transformed themselves, and others have continued to explore. Under this circumstance, the men's wear brand JPE took the initiative to approach young people, spotted the post-90 consumer groups, integrated traditional Chinese cultural elements with cutting-edge high street practices, and approached young people in design and products. Different from the overall downturn in the men's wear market, as of the end of 2016, JPE sales have exceeded the 100 million mark, and the completion of the production value of more than 60 million yuan can be described as a "rising trend."

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01,

Brand feelings find good

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JPE men's wear positioning high street Chinese style, in line with the current young people's temperament: true, simple, pure. It focuses on the 22-38-year-old group, with the comfort, cutting-edge, trend, micro-rebellion for the fashion characteristics, to meet the current consumer groups work, life, the most common appearances in various occasions, in line with the needs of the current consumption of young men.

In 2012, JPE officially launched the brand agency model. After the company was renamed in 2013, it officially developed, designed and operated fully, quickly seized the high-end market direct + agent distribution mechanism, and gained favorable comments from the market. According to China Garment Network, since its establishment, JPE has cooperated with agents from Sichuan, Hubei, Jiangsu, Anhui, Shanxi, Shaanxi, Henan and Heilongjiang provinces and successfully entered many large-scale shopping centers. While accumulating in major provinces and cities, JPE and franchisees have established a “truthful feeling”.

Feelings | fashion simplistic pursuit of natural casual

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Chengdu Franchisee Chen Weimin

“The brand appeal of JPE lies in its value for money, symbolism, personal experience, and simple atmosphere.

The use of modern design blends Chinese culture, simplifies fashion, simplifies fashion, and highlights maverick style. ”

Chen Weimin's pursuit of the JPE brand, the appreciation of the original brand concept, and the pursuit of nature's casual life experience, brings a tasteful outfit to more customers, and injects “freshness” into men who understand life style. Together with his conviction that the development of the JPE brand can bring profitability, he joined the JPE team and started a brand new process.

Feelings | Chinese taste full

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Shanxi franchisee Han Chaohui

"JPE's style and brand positioning are different and there is a strong brand identity.

China is full of flavour, and the comfort of linen fabric matches the unique Chinese style design concept of the product.

The theme of each season's products is distinct and incorporates strong fashion trends. ”

Han Chaohui is a calm and rational person, and the decision is relatively prudent. He devoted one year to focusing on, understanding and researching JPE. At the same time, he comprehensively analyzed the development trend of Shanxi's apparel market in the future and considered the development prospects in an all-round way. In the communication with JPE founder Wu Xinghua, he clearly recognized the trend and development direction of JPE, so he finally decided to choose to go with JPE. This shows that the JPE brand has stood the test of time and has the strength to be "genuine."

Feelings | Inheritance, persistence

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Xi'an Franchisee Wang Min

"The charm of JPE is young, personality, and emotional.

This youth and personality is different from other brands,

It is a real brand of emotion.

There is a kind of inheritance, a kind of persistence, it contains the elements of Chinese style,

Allow young people to accept better China’s most precious traditional culture.

To create a platform for those who love this kind of tonality. ”

JPE really attracted Wang Min's own brand charm in addition to its own, there is that she wanted to join the brand, improve themselves, do meaningful things, and ultimately achieve their own value of life.

Feelings | Vitality

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Yunnan franchisee Lu Junjie

"JPE from the brand name - happiness, passion, essence,

This is the best condition in life, so JPE is alive.

The belief of the brand's founder, Wu Xinghua, and the athlete's birth background convinced me of the power of persistence. ”

The formation of a brand does not happen overnight. There are people on this road who are exhausted. Someone else goes to another fork and gets lost. Only one way has the heart and the courage to change can only be gradually recognized. The feedback of the market, the recognition of franchisees, and the improvement of sales performance all give the JPE brand great confidence and make JPE, the brand that has been born for four years, stand out.

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02,

Footprints all over the country to create a "myth" fashion circle

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JPE men's clothing focuses on the current culture and life, maintains independent vision and insight, and does not modify or deliberately transmit life attitudes. After four years of brand precipitation, JPE franchisees' footprints have spread all over East China, North China, Central China, Northeast China, South Central China, Southwest China, and Northwest China. Many franchisees are also actively opening new stores and three stores, and the number of head offices has also increased significantly from last year. According to China Garment Network, JPE has settled in more than 50 prefecture-level cities in 16 provinces across the country and has more than 100 stores. It has grown rapidly at an annual growth rate of over 100%.

After two years of hard work, Han Chaohui has initially opened 11 A-type shopping mall counters in the Shanxi market. He plans to complete the overall layout of the Shanxi market by the end of 2018, and strive to make JPE's stores spread throughout the Sanjin area.

Lu Junjie completed the process of JPE's 0 to 10 stores in the Yunnan market in three years. He created a team that has a life philosophy like JPE, who is full of joy, passion, and essence in life and work. Market layout close to consumers.

Wang Min has only been starting JPE for a year since he started to work. He has started from the single store and is now signing Shaanxi province. As of the end of 2017, she opened a total of seven stores and produced stores that sold more than three million a year.

|In June 2017, Chen Weiming opened his first store in Chengdu New World, followed by his Lotte and Qunguang stores.

Franchisees in the JPE brand agency process, the JPE Corporation's support for each franchise store is very solid, grounding gas, can help the store continued to steady high-speed profitability. The franchisees have improved their performance and value of their lives. JPE has been able to enjoy the lifestyle and chase the trend. It leads China's high street style through its profound Chinese culture and it also narrows the distance with young consumers.

The Chinese young people's understanding of the trend has surpassed the surface symbols and has become a way of life that permeates food, clothing and housing. Not only do they need clothes to make themselves wet, they also want to find like-minded people and make life more interesting. Common merchandise and shopping malls make these young people feel lackluster, and JPE promotes the development of China's trend culture around the trend, and seeks for ways of realizing it and realizes a virtuous circle.

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03,

Delivering a "brand temperature" shopping experience

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Stores appear to be a place for consumers to buy things in many brand companies. However, JPE stores tap out consumer demand and deliver a “temperature”.

JPE stores use modern techniques in space design while retaining the quaint beauty of Chinese elements. The combination of modern and vintage is a wonderful combination, producing a natural beauty.

The shop design with the theme of "seeking" is more cultural and more rigid and soft. Today's society is increasingly impetuous. However, when it comes to such JPE shops, it can obtain spiritual purification and is "baptized" by traditional Chinese culture. The spirit and philosophy of the JPE brand are also transmitted through the store.

As a high street + Chinese style highly compliant brand, JPE's store design integrates this spirit and space rationally, and yin and yang, Tai Chi, calligraphy and other elements can be integrated. So the JPE store is not a simple display, but it gives consumers a sense of spiritual belonging.

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04,

Focus on product diversification

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Since its inception, the JPE brand has developed three stages of strategic planning: the first stage is to "live." After unremitting efforts, the JPE team accurately positioned its own brand culture, complied with the country’s “cultural self-confidence” strategy, and perfectly combined Chinese style and high street practices. It not only survived well, but also grew into a three-year period. High-spirited "youth."

The second phase of the strategic goal is to forge ahead and open up boundaries. Taking the JPE brand as a carrier to develop its own trend culture and in line with the current trend of the times, this has laid a solid foundation for JPE's opening up market and will also help franchisees develop more markets.

The third phase of the strategic goal is to precipitate the brand. When a brand develops quickly and goes very far, reaching a certain height, the brand team should also look back at everything that they have experienced along the way. Sometimes, timely squats also accumulate energy for the next takeoff.

JPE founder Wu Xinghua introduced to China Fashion Network that after the first phase, JPE has now entered the stage of brand development. In this stage, continuous product development, the strengthening of the emotional ties between the headquarters and franchisees, the establishment of high performance benchmarking stores, consistent policy management operations, and the creation of an exclusive JPE culture must be achieved. In the future, JPE will try to diversify its products. Clothing will remain as the most important carrier. In addition to the existing shoes, hats, bags, accessories, it may involve home textiles, parent-child, office supplies, hotel and other areas, The collision of the East with the United States into the United States, the United States in the form of the collision between the two cultures to derive more of the carrier of goods, and to spread this temperament.

The popularity of trend culture and the trend of consumer demand of the young consumer groups all showed an explosive growth in 2017. JPE has seized this opportunity to insist on doing what it thinks right in its most authentic form. It has cultivated, studied, precipitated, and grew up in the bizarre fashion of the new wave, focusing on products and doing everything that is right behind the product. , won the recognition of franchisees and consumers. JPE promotes the rapid diffusion of trend culture in China, further enhances the social popularity and popularity of “trend culture”, and consolidates the foundation for the country’s international market. September 10-12, JPE will hold the 2018 spring-summer trade fair with the theme of “Kung Fu”. By then, JPE will release a large number of trendy new products. They integrate traditional Chinese elements and cutting-edge high street practices to highlight the brand personality, fashion, confidence and comfort. Let us wait and see!