2010 YOUNGOR Realizes Integrated Brand Management Mode.

After years of rectifying the terminal, the number of YOUNGOR stores has been reduced from more than 3000 in 2001 to nearly 2000.

At present, YOUNGOR 80% sales are completed through their own marketing channels.

Under such a huge and high-quality market background,

YOUNGOR has two ways to achieve this goal.

Brand reform within the enterprise.

Through the division of the existing YOUNGOR brand products, the YOUNGOR brand can be divided into the consumer channel and the consumer group in advance. In order to meet the different levels and individual consumption needs, YOUNGOR adopts a multi product series management strategy, and makes a series of single brands, such as the YOUNGOR series is mainly targeted at the mid-range consumer groups, and the gold YOUNGOR is positioned in the high-end consumer groups.

In addition, YOUNGOR also plans to differentiate customers through different color labels, among which the blue label is positioned as high-end consumer goods, while green label customers are relatively young.

External benefit acquisition of enterprises.

Through the agency, equity participation, acquisition and other ways, the international brand holder's brand use or all rights can be obtained, and the foreign brands will be introduced into the Chinese market.

On behalf of the famous international brands, YOUNGOR has won the market agency income of the brand in China, and the most important thing is to make use of the resources and advantages of the international brand in brand management and product development, hoping to get the advanced experience of international famous brand operation by proxy, and pplant it to the operation of its own brand to solve the problem of the existing YOUNGOR brand.

The path and the real role of integrated stores is to integrate these two different business directions and business strategies, so that different brands can contribute more market profits to enterprises through the integration of enterprises.

The creation of integrated brand is different from the general one.

Different from the multi brand strategy, there is a certain degree of correlation between the integrated brand and the product brand except for the product. It is more reflected in the cultural joint point between the brand and the brand, which embodies the different styles among different brands through a unified and complete store collection, that is, there will be no competition among them, and the maximum product amount can be updated.

Therefore, for integrated brand, its management and operation difficulty is more cumbersome and challenging than single brand management.

YOUNGOR integrated store is based on the existing franchise store resources, rich brand product type, business and business casual clothing brand merchandise centralized sales mode.

In order to meet the various needs of the existing market for clothing and merchandise, it has formed an integrated business oriented brand and guided by the brand in the same store. The brand of different styles and types will operate together under the guidance of the same culture and culture.

Therefore, the integrated store can become the brand incubator of YOUNGOR, that is, the initial and growth period can be achieved through the joint operation with other well-known brands in the integrated store, so as to realize the brand's rapid marketing and consumer cognition. After its maturation, it will be divided into various franchised stores, that is, the expansion of the product's circulation speed and the acquisition of the brand intangible assets.

In the development process of the store mode formed by YOUNGOR integrated brand, it needs to go through different stages of development and management mode.

The form of store development at different stages of development will have a certain market impact at different consumption stages.

The first stage: product assembling shop.

Centralised sales of goods of different categories will be conducted on the same business mark.

Quantifying the market with products is the main form of operation in the category era.

Through the division of its own products, YOUNGOR can maintain its own good development in the stage of assembling stores, and gain business trust for the next brand cooperation or brand agent.

The second stage: product franchised stores.

Through the screening of different brand products suppliers and franchised stores own goods centralized and unified sales.

It is the main manifestation of quality era to ensure product quality and realize the co operation of business type clothing products.

The combination of private brand and agency brand will make full use of the different consumption orientation represented by different brands to get more customers' recognition.

The third stage: brand integration shop.

Brand management of the same type of products will be carried out, and different brands with different needs and levels will be concentrated in the same store.

With the appearance of high quality products, we can realize the fast marketing of convenience goods.

At this stage, YOUNGOR is no longer a single brand name, it can be a general name of "store". It pforms YOUNGOR's name from original dress endorsement to life endorsement or fashion endorsement.

By distinguishing the different brands in the brand integrated store, YOUNGOR can increase the consumer's choice of consumption.

Utilizing the regional appeal of a number of well-known brands to achieve the sale of common brand products.

In the store, the difference between the brand product in the life and the price difference in the purchase form the purchase attempt of different classes on the same cultural basis.

Brand integrated shops are mainly based on large stores. The more abundant products and brand types ensure the universality of terminal operation, and at the same time, they can form a pressure on the market of regional competitors. Therefore, distinguishing some brands from different marketing standards can achieve a small number of brands' high profit sales and maintain the safety of operation under the premise of ensuring the selling profits.

Through the marketing propaganda of integrated brand, we can promote the centralized management of more funds and resources by driving the various product brands that are attached to it, and can also realize the cost saving operation mode, no matter in the upstream and downstream operation of different supply chain systems, or in the downstream terminal operation process.

At this stage, when all kinds of stores in China's clothing marketing market are gradually forming business resources, the brand management ability and market operation methods can be improved through the integration of brand management.

On the one hand, it can earn more cooperation opportunities and market benefits through cooperation with international brands and brands. On the other hand, large-scale business models can provide enterprises with timely access to capital market benefits.

Therefore, the development and establishment of brand integrated stores in China will become another mode of operation in the market terminal expansion process, such as YOUNGOR.

It can help enterprises achieve regional effects in a short time by assisting enterprises in the following aspects: capital investment strength, human resource management system, market cooperation resources and relatively perfect terminal operation network. It helps to break through the existing business models and enhance the competitiveness of the brand market, so as to achieve more market resources.

It has three key implications for the development of YOUNGOR:

Solve the brand's "aging" survival state.

If we say that "people are clustered by different kinds of things", YOUNGOR still has more business with other commercial clothing brands, such as counters or floors.

The brand type of co operation will decide the consumer's view of YOUNGOR.

With the aging of business clothing consumers and the lack of fashion in brand management, the problem of brand aging is hard to avoid.

Therefore, by supplementation of brand richness and consumption age and fashion level in its own channels, YOUNGOR brand can maintain the freshness of the times with the development of fashion.

Solve the brand "internationalization" of the state of operation.

The use of integrated brand store resources can cooperate with other international brands to "make use of resource exchange resources".

This method can also be used in the development of YOUNGOR in the international market, that is, by introducing the international brand into China and assisting its development in China through exchange operation, it also uses the channel of international brand operators to replace YOUNGOR's overseas development channels.

The two sides use brand management to exchange brand management, that is, they can save business costs for enterprises and achieve fast international purpose.

Editor's comment: to solve the management problem of "disordering" brand. The biggest management point of integrated store is how to integrate the brand of different business orientation and cultural expression and realize the complete cognition process of consumer market. Therefore, the management ability and terminal operation ability of YOUNGOR are extremely tested. YOUNGOR can take advantage of this opportunity, through overseas brand management experience as help, make use of the deep cognition of China's market to combine the two, and find out its own brand management mode. And this experience team and long time management team are the foundation for YOUNGOR to finally ensure long-term and effective returns.