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 Viewpoint - The article reflects on the decline of the Jeanswest brand in China, highlighting the shift from physical stores to online sales over the past decade, and the nostalgia associated with the brand's earlier days [2][3]. Company History and Development - Jeanswest was acquired by Yang Xun in 1990 and introduced to mainland China, coinciding with a cultural shift where clothing became a form of self-expression for youth [8]. - The brand initially thrived by adopting an open display and try-on model, catering to young consumers, and implementing a rapid product turnover strategy [8]. - By 2013, Jeanswest had nearly 3,000 stores in mainland China, generating close to 5 billion yuan in annual sales [10]. Challenges and Strategic Shifts - The entry of fast-fashion brands like ZARA and H&M in the 2010s intensified competition, leading to inventory management issues and a significant reduction in store numbers from over 3,000 to 1,219 by 2017 [12]. - In response to declining sales, Jeanswest began closing underperforming stores and shifted focus to e-commerce, which had previously been limited to handling excess inventory [12][16]. - The company restructured its product offerings and inventory management, leading to a significant increase in online sales from 460 million yuan in 2019 to 6 billion yuan by 2024 [16]. Operational Adjustments - The brand adopted a "fast fashion" approach, allowing for rapid design and production cycles, which enabled quick responses to market trends [15]. - A multi-platform strategy was implemented, with distinct online stores targeting different consumer segments, reflecting a shift from a one-size-fits-all approach to a more tailored strategy [15]. Leadership and Management Philosophy - Yang Xun emphasizes the importance of responsibility and stability in business operations, focusing on sustainable profitability rather than aggressive expansion [19][21]. - The company maintains a rigorous performance review process, ensuring accountability and quick corrective actions to address underperformance [20]. - Yang Xun's personal experiences with poverty shape the company's ethos, driving a commitment to creating stable employment and maintaining social responsibility [21][22].