Jeans Giant's Brand Down: Layoffs More Than 6000

This is a fast food era. Anything can be ephemeral. In three years, there has been a lot of spells. But the brand has broken down in only five years. Not only has more than 1300 stores been shut down, but also more than 6000 people have been laid off. Once the famous brands in China, it can only be seen in some three or four tier cities.

This brand is JEANSWEST, carrying the memory of a generation.

In fact, he achieved annual sales of 5 billion yuan at his best performance. In the past two years, he has pferred the store to some three or four tier cities. He once made great success in China.

The rise of this brand is still inseparable from a person. He was once known as the king of jeans. Yang Zhao was born in a large family in Huizhou. But the last happy days did not last long. The poor life forced him to start his own way of survival. At that time, he was only 20 years old. He had stolen from Shenzhen to Hongkong for more than a month before he found a job. He worked in a garment factory and got a daily salary of only HK $6.

At that time, he was determined to make a difference. He worked very hard in the clothing factory and continued to appreciate. In only seven years, he had changed from a miscellaneous worker to a factory director. Later he took his savings for a few years and opened a small garment factory in Hongkong with his brother.

Because of their rich experience in garment making and management experience, they still have their own unique advantages in this respect at the beginning of their creation.

But in the factory's research and development technology, it was almost unsustainable. At that time, he received a pair of jeans orders from the United States, and there was a 4 inch square lattice on his trousers. At that time no one in Hongkong had ever made such trousers, so no one dared to take the order. His factory was unable to support it because there was no order, so he decided to take this order and overcome technical difficulties.

At that time, he took the employees in the factory and looked around for the experienced people to ask for advice. He also studied it repeatedly. Eventually, through his own efforts, he succeeded in winning the technology. The order of the 100 thousand jeans was followed by the price of 299 Hong Kong dollars per dozen, so he finally made the first barrel of gold because of this order and shocked the whole garment industry.

Later, in 1990, they bought the clothing brand of JEANSWEST, which was founded in 1972, and soon made it the second place in the Australian market. In 1993, they officially entered the mainland market and opened their first store in Shanghai. At that time, they were still in the initial stage of reform and opening up, and the brand concept had not yet formed, so they seized the bonus period and successfully reached the peak of their career. In 2002, the turnover had reached 1 billion 400 million yuan. As of 2013, the brand had already had more than 2500 stores in the whole country, and the sales volume also reached 5 billion Hong Kong dollars.

But when they set their own sales volume of 8 billion or even HK $10 billion, they encountered Waterloo.

Because after 2013, many foreign brands have begun to enter the mainland market, whether their brands or product styles are far more than JEANSWEST, so after five years, they began to make continuous losses. The group eventually sold the brand business to Yang Zhao brothers two, the price reached HK $800 million, which means that the brand has become a private brand of the two brothers.

Before that, in fact, he was also a pioneer in the real estate industry in Hongkong. His real estate business has become one of the pillar industries of the group, and has earned a high profit. The group has also developed from a jeans factory that started just now to a large group of assets with a value of over 20 billion Hong Kong dollars, with a staff number of over 11000 people, becoming a diversified multinational enterprise.

Now the area of the group's rentable property has exceeded 800 thousand square meters. Although it has been affected by JEANSWEST, the total value of the business is more than HK $15 billion, so at present, his social status has reached 6 billion 800 million yuan.

In fact, our domestic garment industry has been in a relatively mature stage, and many enterprises have begun to turn to the real estate industry. For example, we are familiar with Hai Lan's home and YOUNGOR, and have developed many residential real estate projects.

So we can earn tens of billions of money through the previous real estate business. The clothing industry is also facing changes. I wonder if the costume giants can rise again. What do you think of this?

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