曾全球门店超3000家、10条裤子能抵上海静安区1m²房价，如今沦落为几十元快消品 真维斯，明天的太阳从哪里升起？

Core Insights - The article discusses the decline of the Jeanswest brand, which once had over 3,000 stores globally but has now declared bankruptcy in Australia, closing all its stores there. In contrast, lululemon, a contemporary brand, has only 767 stores as of the end of fiscal year 2024 [1][3][30]. Company Overview - Jeanswest was founded in Australia 53 years ago and was introduced to China by the Sunrise Group in 1993, leading to rapid expansion. At its peak, the brand had 3,156 stores worldwide, significantly contributing to the Sunrise Group's performance [3][17]. - The brand's pricing strategy has drastically changed over the years, with jeans once priced over 200 yuan now available for as low as 19 yuan, reflecting a significant decline in brand value and market position [4][26]. Market Position and Challenges - The brand has faced increasing competition from both domestic and international brands, leading to a decline in sales. From 2013 to 2016, Jeanswest's sales dropped from 46.8 billion HKD to 19.3 billion HKD, and by the end of 2017, the number of stores in mainland China had decreased to 1,219, only 42% of its peak [18][21]. - The closure of all stores in Australia raises questions about the brand's strength and future in the Chinese market, where it is now focusing its efforts [21][30]. Strategic Adjustments - The Sunrise Group has stated that the Australian and Chinese operations of Jeanswest are independent, with the Australian entity shifting focus towards e-commerce in response to market changes. In contrast, the Chinese market has seen a significant increase in e-commerce sales, growing over 13 times from 2020 to 2024, with total sales exceeding 6 billion yuan in 2024 [30][31]. - Despite the challenges, the brand has attempted to revitalize its image by engaging celebrities for endorsements, although the long-term effectiveness of this strategy remains uncertain [26][31]. Consumer Perception - The brand's decline has led to nostalgia among consumers who once viewed Jeanswest as a fashion icon. However, its current pricing and product offerings have diminished its appeal, with consumers finding better deals elsewhere during promotional events like "618" [22][29].