Songuo Financial News, with its unique insight and strategic implementation capabilities, the lightweight outdoor brand Jiaoxia has upgraded its brand strategy this year and successfully expanded the number of offline stores to nearly 300. This number has doubled year-on-year compared to 99 in the first half of 2022.
As an emerging brand, Jiaoxia did not choose a large-scale store opening model, but chose a relatively "low-key" small store model in the face of problems such as short establishment time, poor brand awareness, imperfect product matrix, and cross-category, cross-regional and cross-group operation. The core of the strategy is to develop steadily and gradually expand its market influence on the premise of ensuring ping efficiency.
As of the end of October this year, Jiaoxia's same-store square footage has achieved double-digit year-on-year growth, showing the sustainable and healthy operation capability of offline channels. Through refined operational strategies and excellent execution, Jiaoxia has successfully created a unique business model that closely integrates offline retail with brand development.
However, Jiaoxia's offline strategy didn't stop there. This year, Jiaoxia has made three important changes to its offline stores – the average store area has become largerThe location is more conspicuous;Four seasons of dynamic sales, the layout of stores across the country shows a balanced trend. These changes have not only further enhanced the brand influence of Jiaoxia, but also had a positive impact on its business operations.
What's more worth mentioning is that Jiaoxia's "Chuntai Store", a concept store in Chengdu Chunxi Road this year, appeared for the first time in the form of a large-scale street store. This innovative store design combines lightweight outdoor scenes such as "camping" and "tents" with natural elements such as "sunshine, trees, green space, and sky", so that consumers can experience a lightweight outdoor lifestyle while shopping.
This innovative attempt not only deepened the association between Jiaoxia and lightweight outdoor, Jay Chou, sunscreen clothing, stinging shoes, jackets, ski suits, and cycling helmets, but also created more association words and further strengthened the brand mentality. At the same time, it has also successfully opened up the brand's perception of "all seasons, all people, and all regions" in the minds of consumers, and opened up the "last link" of its own offline efficiency card point.
From the perspective of the industry, the future consumption war will test the comprehensive ability of online and offline. However, online is not the same as e-commerce live broadcast, and the lightweight outdoor brand concept under Banana can be efficiently empowered to every consumer touchpoint such as e-commerce detail page, live broadcast room, and KOL delivery. Through these diversified marketing methods, Jiaoxia continues to bring differentiated and good content to e-commerce, which in turn further strengthens consumers' perception of the brand. The brand strategy of Jiaoxia is like a main line, connecting various operational actions in series to form an organizational synergy to enhance business capabilities.
Whether it is the changes and recognition of consumers' minds such as brand awareness and discussion, or the commercial shortcomings such as the improvement of store floor efficiency, the release of product capabilities, and the breakthrough of crowd assets. Behind this, it is all the market returns obtained by Jiaoxia to make business insights from the perspective of the times and the crowd, and to make a brand strategy with the goal of pulling through business operations and forming organizational synergy.