Name

Joeone

Legal name

九牧王股份有限公司 (JOEONE CO.,LTD.)

Website

https://jiumuwang.com

Company type

Public

Founded year

1989

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Joeone (九牧王) is a Chinese menswear company specializing in men's pants, serving mass-market and premium Chinese male consumers through 2,000+ retail stores, e-commerce, B2B corporate uniforms, and bespoke tailoring services.

Ownership category

akta.pro rank

Product category

Men's Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (458110)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Men's pants
• Men's apparel
• Corporate uniforms
• Made-to-measure tailoring
• Casual trousers

Headquarters

HQ city

Quanzhou

HQ country

China

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Sales - Offline & Online: Joeone generates primary revenue through retail sales of men's pants and related apparel across its 2000+ offline stores in China and e-commerce platforms including Tmall, JD.com, and WeChat Mall. Product categories include 小黑裤 (Little Black Pants), casual pants, suit pants, jeans, light outdoor pants, and biz-casual pants.
2. B2B Corporate Customization: Joeone provides bulk corporate uniform customization services for government and enterprise clients, including railways, banking, tobacco, power, education, and public sector organizations. Over 10,000 corporate clients have been served, with customization covering suits, trousers, shirts, and accessories.
3. Personalized Individual Customization: Joeone offers personalized made-to-measure services for individual customers through its network of stores and online channels, providing high-end custom tailoring with premium fabrics including Italian cashmere and wool-silk blends, priced from ¥799 for biz-casual pants to ¥1300+ for suits.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Joeone (九牧王) is a publicly listed Chinese menswear company that designs, manufactures, and sells men's pants and related apparel under the 'Men's Pants Expert' positioning. Its core offerings include the flagship Little Black Pants (小黑裤) family, business outdoor pants, casual pants, suit pants, jeans, and chinos, sold through 2000+ offline stores in China, Tmall/JD.com/WeChat Mall e-commerce, and B2B corporate uniform customization services for government and enterprise clients.

Product overview

Joeone (九牧王) is a men's pants-focused fashion brand offering a comprehensive range of trousers products under the 'Men's Pants Expert' positioning with 37 years of expertise. The core product portfolio includes the flagship Little Black Trousers (小黑裤) family with multiple iterations (3.0, 5.0), Business Outdoor (商务户外), Casual Pants (休闲裤), Suit Pants (西裤公务), Jeans (牛仔裤), and Chinos (便装裤). The company provides personalized customization services through master tailoring and group customization. The group also operates the sub-brand ZIOZIA. With over 2,000 offline stores across 31 provinces and online platforms (Tmall, JD.com, WeChat Mall), Joeone holds the leading position in China's men's pants market with 25 consecutive years of market share leadership.

Differentiator

Problem solved

Functional benefit

Brands

• 小黑裤 (Little Black Trousers): Flagship product line featuring 360-degree stretch fabric with UV protection, non-iron, and anti-wrinkle properties. The star product has sold over 1 million units nationwide.
• 小黑裤5.0 (Little Black Trousers 5.0)
• 太空裤 (Space Trousers)
• 商务户外1号 (Business Outdoor No.1)
• ZIOZIA
• 裤王博物馆 (JOEONE Museum)

Products and services

• Little Black Trousers Family (小黑裤家族) Joeone's flagship product line featuring proprietary 360-degree stretch fabric technology with 4x ordinary fabric elasticity. Includes iterations 3.0 and 5.0 with UV protection, cool-touch, non-ironing and anti-wrinkle properties. Fabric composition: 53.4% Modal, 27.6% Cotton, 14.3% Polyester, 4.7% Spandex. The Little Black Pants 5.0 was upgraded in collaboration with Donghua University.
• Business Outdoor / Light Outdoor Pants (商务户外) Multi-purpose pants combining business and outdoor attributes with 'Three Super Three Protection' technology (comfortable fit, wrinkle resistance, simple design with multiple protection features). Versatile for both business and outdoor scenarios.
• Casual Pants (休闲裤) Comfortable casual pants featuring skin-friendly elastic fabrics, quality materials with clear textures, and classic fits for diverse consumer needs.
• Suit Pants / Business Formal (西裤公务) Formal suit pants for business and official occasions, featuring elastic comfort, fashionable style, soft elastic fabric, and slim tailored silhouette.
• Jeans (牛仔裤) Denim jeans collection including casual and trendy styles, cool and skin-friendly with comfortable wear and diverse styling options.
• Chinos / Biz-casual Pants (便装裤/商旅便装裤) Business casual pants suitable for travel and work, featuring slim fit options and professional appearance with comfort. Biz-casual pants priced at ¥799.
• Customization Service (定制服务) Personalized tailoring services including individual measurements, fabric selection from over 500 premium options (including Italian cashmere and wool-silk blends), custom cutting and manufacturing with delivery within 15-25 working days. Includes individual customization and group customization for corporate clients. Pricing starts from ¥799 for biz-casual pants and exceeds ¥1,300 for suits.
• ZIOZIA Sub-brand Fashion menswear sub-brand under Joeone Group, positioned as a fashion menswear brand.

Quantifiable outcome

• 100 million+ pairs of pants sold cumulatively from 1990-2021
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Donghua University (东华大学)coreStrategic or Co-development Partner · 1 February 2026Joeone partnered with Donghua University to upgrade the 'Little Black Pants 5.0' with enhanced technology and improved quality. This collaboration leverages the university's textile engineering expertise to innovate Joeone's flagship product line.
• Chinese Olympic Committee (中国奥委会)flagshipStrategic or Co-development Partner · 11 November 2025Joeone officially became the official sponsor of the Chinese Olympic Committee for 2025-2028 at a signing ceremony held at the National Sports Administration. Joeone will provide official attire for Chinese athletes at international sporting events including the 2026 Asian Games in Nagoya, Japan. The '九牧王杯' Chinese Sports Delegation Uniform Design Competition was also launched.
• China Aerospace Unit 101 (航天一〇一)flagshipStrategic or Co-development Partner · 1 October 2025Joeone partnered with China Aerospace Unit 101 to develop the 'Space Pants' (太空裤) product line featuring aerospace-grade thermal insulation technology. This collaboration combines aerospace quality standards with everyday men's pants, creating premium winter apparel with superior warmth retention. The product was launched in October 2025.
• GEMMA LIU (Joeone R&D Director) + LGN (French Designer)coreStrategic or Co-development Partner · 1 June 2024Joeone R&D Director Gemma Liu collaborated with French designer LGN to create the 2025 Spring/Summer collection for Paris Fashion Week, drawing inspiration from 'Zhuangzi: Enjoyment in Untroubled Ease' and the legendary Kunpeng mythical creature, marking Joeone's third appearance at Paris Fashion Week.
• Davide Marello (Luxury Brand Designer)flagshipStrategic or Co-development Partner · 1 October 2021Joeone collaborated with luxury brand designer Davide Marello to launch the 'Blooming Winter' (冬日繁花) collection in October 2021, featuring retro print小黑裤 designs combining Joeone's craftsmanship with European luxury aesthetic.
• Chinese Sports Delegation (中国体育代表团)flagshipStrategic or Co-development Partner · 1 July 2021Joeone served as the official uniform supplier for the Chinese sports delegation at multiple international events: 2018 Asian Games in Jakarta (Blue Dream uniform), 2021 Tokyo Olympics (Chinese Red uniform), 2022 Hangzhou Asian Games (Star Glory uniform), and 2024 Paris Olympics (Dream Chaser uniform). Joeone was the official uniform supplier from 2018-2024.
• Louis-Gabriel NOUCHI (Former Zegna Designer)coreStrategic or Co-development Partner · 1 June 2021Joeone partnered with former Zegna designer Louis-Gabriel NOUCHI for international fashion week collections. NOUCHI has co-designed multiple collections with Joeone, including the 2021 Paris Fashion Week 'Maritime Silk Road' collection, the 2022 Paris Fashion Week 'Tang Dynasty' collection, and the 2022 Milan Fashion Week 'Chinese Landscape' collection, bringing luxury menswear expertise to the brand.
• Italian Space Designer (LUCA)coreStrategic or Co-development Partner · 1 January 2018Joeone partnered with Italian space designer LUCA to create the brand's high-end concept store design, including the 裤王® Museum premium pop-up stores and the tenth-generation flagship store concept unveiled at Nanjing Central Shopping Mall in January 2021.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• HLA (Heilan Home / 海澜之家): China's largest mid-market menswear retailer with thousands of stores nationwide. Directly competes with Joeone in the same mass-affordable business/casual menswear category through a similar store-heavy DTC model and serves an overlapping male consumer base.
• LILANZ (利郎): Hong Kong-listed Chinese menswear brand specializing in business and casual apparel. Closely comparable focus on quality business/casual menswear, comparable store footprint and pricing, and overlapping target customer in tier 1-2 Chinese cities.
• Levi Strauss & Co. Global pants/denim specialist with the iconic Levi's brand. Directly comparable focus on bottoms (jeans, casual pants) at accessible price points, serving a similar global male consumer base with comparable category authority.
• Septwolves (七匹狼): Long-established Chinese menswear brand listed on Shenzhen Stock Exchange with comparable product breadth across menswear and a similar Fujian/Quanzhou heritage. Competes head-on with Joeone for the same quality-conscious Chinese male professional segment.
• GXG: Chinese menswear brand with strong e-commerce presence and youthful positioning. Competes directly with Joeone's younger-segment strategy and Little Black Pants line through comparable casual pants and denim offerings.

Broad incumbents

• Hugo Boss: Premium global menswear leader with strong business/suit pants positioning. Comparable category focus on men's dress trousers and business attire, but operates at a higher price point and broader portfolio scope than Joeone.
• Uniqlo: Global fast-fashion-incumbent with massive China footprint and a strong bottoms category. Overlaps with Joeone in men's pants and casual wear but operates a much broader apparel assortment and stronger digital/supply-chain capabilities.
• Zara (Inditex): Global fast-fashion incumbent with comprehensive men's assortment including business and casual pants. Overlaps with Joeone on men's casual/business bottoms but operates a much faster trend-cycle and broader product portfolio.
• Jack & Jones (Bestseller): International menswear brand with strong denim and casual-pants focus and significant China presence. Comparable target demographic (young male consumers) and overlapping product category (jeans, casual pants, chinos).
• Calvin Klein: Global menswear and casualwear brand with significant men's pants and bottoms offering. Comparable mid-premium price positioning and global brand ambitions overlapping with Joeone's fashion-week strategy.

Market position

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/joeone-co-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joeone