真维斯杨勋：在浪潮中判断，在周期里守业|我们的四分之一世纪

Core Insights - The article discusses the evolution and challenges faced by the clothing brand Jeanswest in China, highlighting its transition from a popular retail chain to a focus on e-commerce due to changing consumer behaviors and market dynamics. Group 1: Company History and Expansion - Jeanswest was acquired by Yang Xun in 1990 and introduced to the Chinese market during a time when clothing began to symbolize self-expression for youth [5] - The brand adopted an innovative retail model, moving away from traditional department store sales to open displays and customer engagement, which quickly gained popularity among young consumers [6] - By 2013, Jeanswest had expanded to nearly 3,000 stores in China, achieving annual sales of nearly 5 billion yuan [7] Group 2: Market Challenges and Strategic Shifts - The entry of fast-fashion brands like ZARA and H&M in the 2010s intensified competition, leading to a decline in Jeanswest's sales and an increase in inventory issues [8] - The company responded to declining performance by closing underperforming stores and shifting focus to e-commerce, which began in 2009 but only gained traction after 2014 [9][12] - By 2019, online sales had increased significantly from 460 million yuan to 6 billion yuan by 2024, marking a growth of over 13 times [12] Group 3: Operational Adjustments and Management Philosophy - Jeanswest restructured its product offerings and inventory management to better align with consumer demand and market trends, implementing a "brand ecosystem" approach [9][10] - The management emphasizes a culture of accountability and rapid response to market changes, with regular performance reviews and a focus on maintaining operational efficiency [14] - Yang Xun's philosophy centers on the distinction between entrepreneurship and stewardship, prioritizing long-term sustainability and social responsibility over short-term profits [13][15]