Zhu Zhicong, the world’s online businessman
Jiangnan Buyi “rolled” on the children’s clothing track.
Recently, some netizens exposed a children’s clothing on the social platform, which reads “Let Me Touch You” (let me touch you) “Welcome to Hell” Torture and other patterns. The netizen said that letting children wear such clothes, “feel awkward.”
It is reported that this shirt is purchased “JNBY BY JNBY”, a children’s clothing brand “JNBY BY JNBY”. With the fermentation of public opinion, the more improper designs of the Jiangnan Buyi children’s clothing series have also been turned out. JNBY BY JNBY replied to the “World Online Merchants” saying that all related products have been removed, “I am very sorry for the troubles caused by the ambiguity generated by the product design to consumers.”
By June 30, as a children’s clothing line under Jiangnan Bobe, JNBY BY JNBY was founded for ten years, with annual revenue of more than 600 million, which is about half of A shares “children’s first share” Anneri, which is quite large.
A design accident brought Jiangnan Bobe, the 27 -year -old Hangzhou clothing brand involved in a storm. However, the “children’s clothing incident” in Jiangnan’s clothing set off a corner of the curtain, allowing people to see the disorder brought by the rapid expansion of the entire Chinese children’s clothing market, and the “out of words” in design language.
“Children’s Evil Code” or “Advanced”?
The initial breaking news quickly accelerated to a large area of deep dug.
In Xiaohongshu and Weibo APP, bloggers constantly revealed other uncomfortable clothing designs in Jiangnan’s clothing: bloody, death, slaughter scenes, and the elements full of strange hunting.
At present, JNBY BY JNBY has replied to apologize under the comments from many netizens such as Xiaohongshu and Weibo, and issued “a letter to consumers” at 4 pm on the 23rd, saying that the establishment of a special group will be set up to start self -employment. Check, “better integration of innovation and creativity and good concepts in the future into design.”
The most direct question of netizens is: JNBY BY JNBY is a children’s clothing brand launched by Jiangnan cloth in 2011, focusing on the design style of “pure, natural, and interesting”. As a 10 -year -old brand, why do you make a low -level design error?
For this issue, you might as well look at it in two directions. First, it is the international strategy of Jiangnan Buyi’s hard work in recent years.
In 2004, Jiangnan Buyi changed the brand logo to “JNBY” and gave it a new definition: Just Nature Be Yourself (natural self), in order to occupy the minds of more foreign consumers.
This year is also its starting line to go overseas and open territory. In early 2005, Russia opened the first JNBY brand store. Since then, it is Japan, Singapore, Canada, Thailand, Georgia … nearly 2,000 stores take root everywhere. JNBY tried to sell a clothing from Jiangnan to the world.
Propaganda materials that cause controversy
The internationalization of the store, the design style is naturally close to the international fashion, taking the “high -end”, “trend” and “cool” route. This may be a breakthrough, but it is also easy to fall into the crickets of the cat painting tiger. In the direction of the “high -level sense” and “personality design”, it is too hard, and it is inevitable that it will be burned.
Second, it is the Red Sea competition in the domestic children’s clothing market.
Chinese children’s clothing, multi -car “grab the road”
You know, children’s clothing is a crowded track.
In June, the “Starbone” received tens of millions of yuan of angel round financing; in August, the cross -border children’s clothing brand Patpat received a SoftBank vision of US $ 160 million in investment; September, “You Lan” completed nearly 100 million yuan in financing. The new and old brands are still in the dark frequency at the end of the streets. It is not only the market share, but also the brand’s mind of children: the brand that has been in contact with it will of course be impressed when growing up.
The advent of the e -commerce era has also promoted the rise of a group of children’s clothing brands. Cut the rent, hydropower, and some labor costs, and the funding allocation of children’s clothing brands is more diverse. Compared with many traditional merchants such as offline shops such as Jiangnan Buyi, the pace of the brand is faster and more flexible.
The response to Jiangnan cloth coat is to strengthen the “design sense” attribute, misalignment competition, and focus on mid -to -high -end positioning.
In JNBY BY JNBY Tmall flagship store, a long -sleeved shirt was sold to four or five hundred yuan. Its brand positioning is also very clear: the target customer group is “children with a certain quality of life and highly producer families.”
If you want to wear a crown, you will be inherited. To enter the mind of “medium and high -class families”, in addition to the product concept, it is to make an article on the “design sense” of clothing. Various design elements may also be here.
Jiangnan Buyi has always advertised the design level of his own clothing, but this time he turned over in the field of children’s clothing. This also reflects the status quo of the domestic children’s clothing market: the market is still in the situation of “multi -car grabbing”, and there are a lot of low -level competition. Especially in the design of clothing design, domestic children’s clothing brands are still in the “lost speech” stage: there is a price war before, afterwards, later There are cottage models. For their own brand recognition, some designers can only apply detailed category adult clothing design elements to children’s clothing.
However, consumers cannot accept such “innovation” in the special field of children’s clothing. The abuse of symbols and customs will allow the design to enter the sky pavilion; blindly pursue personalization, and ignore consumers’ personal feelings and the social attributes of the brand, which will eventually lead to reflection in the audience.
After all, the physical and mental health of children is the most concerned about parents.
The future of “Little Jiangnan Bob Yi”
In the field of clothing, Jiangnan cloth is an unspeakable name.
Founded in 1994, Jiangnan cloth clothing and clothing Co., Ltd., known as “the first share of the Chinese designer brand”. After listing in Hong Kong in 2016, the total market value once rose to more than 10 billion Hong Kong dollars. His founder Li Lin has been labeled by the outside world: “Zhejiang University Bully”, “Yamamoto Yaosi Fans”, “Environmentalists who are not rewarded” …
Simple design, cotton and linen material, and cold wind, helping Jiangnan cloth clothing won the initial group of loyal customers. But this brand that relies on Mori women’s clothing starts, this time it seems to have encountered the bottom line of children’s clothing design.
In the last four fiscal years, the income of Jiangnan cloth coat still relies on the continuous blood transfusion of the main brand JNBY, accounting for more than half. As of the year of June 30, its children’s clothing brand revenue was 656 million yuan, accounting for 15.9%of the Group’s total revenue.
This is a good progress. A year -on -year, which was affected by the new crown pneumonia virus epidemic, JNBY BY JNBY increased by 210 million yuan in revenue, an increase of 47.8%. According to the group’s annual revenue of 33.13%year -on -year, and net profit rose by 86.67%, it was considered to have eaten a peaceful pill for investors.
Thanks to the high -end price positioning, the gross profit margin of children’s clothing brands has also reached 61.6%, which is equivalent to other brands under the group.
In the planning of Jiangnan cloth, men’s and children’s clothing are divided into “growth brands”, which is distinguished from the only “mature brand” JNBY. Obviously, in the face of the children’s clothing market that has not yet been settled, Jiangnan cloth clothing has never given up further efforts.
From the perspective of buyers, the domestic children’s clothing market is moving towards standardization; but in the perspective of the seller, major children’s clothing brands still show the characteristics of atomicization.
Standardized and large -scale are the main base of this market. Consumers’ requirements for products have gradually transitioned from cost -effective to health, safety and beauty.
But at the same time, this is still a “ant market” and has not yet controlled the absolute influence. This also adds more uncertainty to competition.
Consumption habits have changed drastically, the market is waiting for the reissue, and the company needs to practice internal skills at the same time. Behind the occasional incident of “rollover” in Jiangnan, there are more challenges and sharpenings that have not yet arrived.
Edit Wang Shiqi