462In the fashion industry, fast fashion brands come and go like fleeting clouds. How to find one’s own positioning and win market share in such an environment is a challenge that every brand must face.
The wig brand Unice is one such example. However, its parent company—Xuchang Longqi E-commerce Co., Ltd. from Xuchang, Henan (hereinafter referred to as Longqi)—has successfully taken the Unice brand overseas to North America through a social media matrix including Tuke, making Unice a leading brand in the North American wig industry.
Similarly, the clothing brand Jurllyshe, also incubated by “Longqi,” is another attempt by Longqi to go global in the apparel sector.
Jurllyshe’s official social media content was first released in 2018, when the brand name used on YouTube was Africanmall—a name very much in line with the characteristics of an e-commerce platform. From this, we can see that “Longqi” aimed to create a fast fashion brand targeting African women.
By the second half of 2020, Longqi collaborated with African fashion influencers to launch videos announcing the brand name change from Africanmall to Jurllyshe. During this rebranding process, the brand also introduced Jurllyshe’s first logo and began using this new symbol in subsequent promotional videos.
This change not only represented an update to the brand image, but also reflected a renewed review and adjustment of the brand’s market positioning and consumer needs.
This was also the first positioning transformation for the Jurllyshe brand’s overseas expansion.
In September 2022, Jurllyshe’s official YouTube homepage released a video that illuminated a black-and-white world with brand apparel, showcasing the colors of fashion. At the same time, Jurllyshe announced the adoption of a new logo and introduced its brand-new social media matrix in the video description, including Tuke, Instagram, Facebook, Twitter (now X), and Pinterest.
This move not only precisely repositioned the brand’s target audience from “Black users” to “young African-American women,” but also marked the beginning of Jurllyshe’s more precise, rhythmic, and systematic social media marketing, laying a solid foundation for Jurllyshe’s overseas development.
On social media platforms such as Tuke, Jurllyshe communicates with target users at zero distance, further increasing brand recognition and stickiness. Various hashtags and content formats are used, covering all aspects of young African-American women’s interests, moods, family, love, and more.
This all-encompassing content output has generated extremely high interaction rates and engagement among target users, further enhancing the brand’s reputation and influence.
By thoroughly studying Jurllyshe’s brand positioning and marketing strategies, we can see that Jurllyshe’s overall overseas marketing activities actually focus on just two strategies:
1.By targeting niche groups, precisely position the brand’s target users and win growth space.
2.Start from the fundamentals, deeply explore all aspects of young African-American women’s fashionable lifestyles, and use cultural identity to trigger brand identity.
It is precisely these two strategies that have enabled the Jurllyshe brand to carve out a space in the narrow track of fashion apparel. Its successful experience provides important reference value for other Chinese brands seeking to go global.
In future market competition, Chinese brands need to pay more attention to precise positioning and social media marketing. Only by identifying target users and deeply exploring their needs and preferences can they stand out in fierce market competition. At the same time, social media marketing will also become an important means for Chinese brands to go global. By communicating with target users at zero distance and building brand recognition and stickiness, brands can truly achieve long-term development.
In future content, we will continue to share the successful experiences of Chinese brands with all those going global, and jointly explore how to better promote the internationalization process of Chinese brands. We welcome everyone to stay tuned.
