昔日“步行街巨头”真维斯在澳洲破产，中国真维斯加码电商

Core Viewpoint - Jeanswest, once a leading casual wear brand, is entering voluntary liquidation in Australia, aiming to sell $20 million worth of inventory by May 20 and its brand's intellectual property [1][2]. Group 1: Company History and Performance - Jeanswest was founded in 1972 in Perth, Australia, and was acquired by the Sunrise Group in 1990, which led to its expansion in China [2]. - At its peak in 2012, Jeanswest had over 2,500 stores in mainland China and reported revenue of HKD 4.959 billion [2]. - The company faced a significant decline post-2012 due to inventory issues, reducing its store count to 1,200 by 2017 and entering a phase of continuous losses since 2016 [2]. Group 2: Recent Developments - In March 2023, Jeanswest Australia entered voluntary liquidation for the second time, following the failure of Harbour Guidance, which took over operations in 2020 [1][2]. - The brand has been attempting to transition from traditional retail to brand management, engaging in collaborations with celebrities and enhancing brand marketing efforts [5]. - Jeanswest's e-commerce sales grew from CNY 460 million in 2020 to CNY 6 billion in 2024, marking an increase of over 13 times [9]. Group 3: Market Position and Challenges - Despite high brand recognition in China, Jeanswest has struggled with slow e-commerce development and competition from fast fashion brands [3]. - The company has been criticized for its cost-cutting approach, which has limited its marketing effectiveness [3]. - Recent recruitment efforts indicate a focus on strengthening e-commerce operations and brand analysis [9].