One 139-Yuan Jacket, 130,000 Units, Three Weeks

Jeanswest’s RMB 139 padded jacket, a collaboration with brand ambassador Teens in Times, sold more than 130,000 units online in the three weeks from 17 October — a single-item record for the brand — after all seven members streamed into its Tmall and Douyin stores on 24 October. Huizhou Daily reported on 15 November that the brand expects roughly RMB 1 billion in pre-return all-channel GMV for the Double 11 cycle, flat versus last year but with more than 90% new-season stock instead of clearance. The mechanics behind it: brand premium held near 2x cost against an industry norm of 3–4x, small-batch replenishment, four platforms run in parallel, and 50-odd new stores opened in the past year at identical online and offline prices.