Core Viewpoint - The Australian branch of the brand Jeanswest has declared bankruptcy, marking a significant decline for a once-popular brand that originated in Australia and was later expanded into China by the Sunrise Group [1][3]. Group 1: Company Performance - Jeanswest, founded 53 years ago in Australia, peaked with 3,156 stores globally after its introduction to China in 1993 [3]. - The Australian division entered voluntary liquidation in March 2023, following earlier bankruptcy rumors in 2020 [3]. - The Sunrise Group stated that the Australian company is undergoing normal business adjustments due to global retail changes and local market conditions, focusing on transitioning to e-commerce [3][5]. Group 2: E-commerce Growth - From 2020 to 2024, Jeanswest's e-commerce sales in China have increased over 13 times, with projected sales exceeding 6 billion yuan in 2024 [5]. - The Chinese and Australian branches operate independently, with financial operations not affecting each other [5]. Group 3: Market Position and Consumer Perception - The brand's image has shifted from a luxury item to a fast-moving consumer good, with significant price reductions observed over the years [6][8]. - Current pricing strategies have led to consumer perceptions of Jeanswest products as less valuable compared to competitors, with similar items priced significantly lower [5][8]. - Despite attempts to revitalize the brand through celebrity endorsements, the effectiveness of these strategies in generating sustainable sales growth remains uncertain [10][12]. Group 4: Competitive Landscape - During the recent "618" shopping festival, Jeanswest did not rank among the top apparel brands, alongside other once-prominent competitors like Metersbonwe and Giordano [12].