Traditional Clothing Boss Still Plays With "Fashion".

On the first day of the fifteenth Ningbo fair, the YOUNGOR Hall of men's fashion hall 1, the International Convention and Exhibition Center, was surging.

Consistently low-key YOUNGOR this year, "high profile" will take up about 900 square meters of exhibition hall near the 1 Pavilion, which is beautifully decorated, explaining the brand culture of 6 series of brands to consumers and peers.

This verifies that YOUNGOR, who is "not working hard", has begun to diversify its investment into garment industry and focus on building an international clothing brand.

Looking at the entire Chinese textile and garment industry, YOUNGOR, with its unique "whole industry chain business model" as its support, has pformed from technology imitation to innovation upgrading, and the pformation from production to brand management has taken the road of pformation from a garment producer to a brand creator.

Traditional clothing boss still plays with "fashion".

In the GY brand hall, red and white tonal, denim and skull rivet are grabbing the eyeballs; in MAYOR, the old sewing machines, scissors and winding boards seem to let people go back to the red handtailor's handicraft clothing workshop through time and space; the CEO hall is permeated with the fashionable British style; the ceiling of the hemp family is hung with dense reeds; the American Hart Schaffner Marx tells the century history of the clothing brand.

In the YOUNGOR exhibition hall, the 6 brands appeared together, occupying 1 exhibition halls, showing different styles according to different positioning, almost subverting the past consumers' understanding of YOUNGOR.

A visiting customer joked, "too unexpected, YOUNGOR has become fashionable!"

Perhaps because of the weekend relationship, the MAYOR Pavilion came to visit the public.

MAYOR fashion consultant Zhang Yaping smiled and said, many people just know YOUNGOR brand, once heard that suits can be customized manually, it seems very interesting, "like this morning, there are two or three people to consult me."

Zhang Yaping said that the Chinese language of MAYOR was interpreted as "mayor" and it was a professional ideal of administrative civil servants.

MAYOR interprets high quality positioning with high-end fabrics. It can be customized in accordance with personalized production, including shirts, Western-style clothes, trousers, coats, vest and tuxedo.

"It usually takes about 20 days for a garment to be made from custom-made to ready-made clothes. When the garment is about to be finished, we will make a seam to allow customers to try it on. If customers are not satisfied, they can make changes according to their individual requirements."

Zhang Yaping said, for example, some guests want to embroider their names on clothes, and some guests need to exchange their pockets.

The price of MAYOR is much higher than that of similar garments because of its custom-made clothing.

"This clothing consumption positioning is mainly government executives, civil servants, etc., the general price is more than 5000 yuan, the most expensive can reach thirty thousand or forty thousand yuan."

Zhang Yaping told reporters that compared with the general custom made garments, MAYOR wins in clothing, lining and workmanship.

MAYOR uses authentic traditional Hong Bang crafts, one of which is hired as a producer or a successor to the red band tailors.

In the eyes of many people, YOUNGOR's core product is formal suits, shirts and business clothes, giving people a sense of seriousness.

In fact, YOUNGOR, the clothing boss, can also be very fashionable.

Group Chairman Li Ru said, from the brand point of view, the clothing industry is creative industries, urban industries, is an eternal industry.

With the improvement of people's consumption level, the consumption of citizens has entered the era of individuation. The demand for clothing is also more and more diversified. This provides the foundation for the development of multi brands.

"Of course, we carry out many brands not to make every one bigger, but to subdivide the consumption group, to divert the management personnel, and form a certain competition among them. Finally, like the POLO in the US, although there are many brands under the banner, only POLO is the best, the rest is just creativity and concept."

Li Rucheng said.

The brand is on the left, the quality is on the right.

Behind the brand, the quality is the bottom line. Only the leading technology can lead the product ahead.

YOUNGOR, which is extremely obsessed with the technological superiority of its products, has been developing the leading technology of VP and DP in recent years, from technological imitation to innovative upgrading.

The world's first hemp fabric has won the 2010 China clothing high and new technology achievement award. The products of Italy hemp products have been unveiled in China. It has created China's new industry chain image in the global textile and garment industry.

The key reason is that in the study of hemp, YOUNGOR has complete intellectual property rights and occupies the commanding height of technology.

In the YOUNGOR hemp exhibition hall of the 1 hall of the Expo, Lin Sen, designer of the hemp studio, told reporters that the hemp products were modified from hemp and had the functions of moisture absorption, breathability, deodorization, bacteriostasis and radiation resistance.

In recent years, YOUNGOR has carried out a great deal of innovative research and development on hemp fabrics. With the help of mercerizing technology, hemp has kept its cool, breathable, low carbon, environmental protection and other excellent characteristics. At the same time, it has eliminated the coarse and punctured disadvantages of hemp fabrics, so that hemp fabric has fine texture, glossy, glossy appearance, soft handle, no pilling and strong elasticity.

According to the introduction, what Lin Sen has said is the "high quality hemp double mercerized knitted natural multifunctional fabric", which has been listed in the national key new product plan in 2011, and has been supported by the Ministry of science and technology, which fills the domestic blank and reaches the international leading level.

"In the design of hemp clothing, we are loyal to the natural and healthy style of hemp material, highlighting the characteristics of no pollution, no post-processing, maintaining the original hemp color of hemp and even the natural materials such as shells, logs and so on."

Ellingson said, but in return to nature, this design can not be biased towards tradition, not "tide" or "fashion".

While adhering to men's formal clothes, YOUNGOR's traditional brands are trying to internationalize themselves through acquisitions, buyout and international brands, and try to launch their own new and fashionable brands that are suitable for modern market demand by utilizing the resources accumulated in international cooperation.

Among them, GY, which is built together with the Japanese W-GAME design team, is a representative of YOUNGOR brand strategy.

"In the process of cooperation with Japan, we strive to keep pace with the design level of top foreign designers, and keep up with fashion trends through continuous learning."

YOUNGOR GY brand designer Shenyang has just studied and returned from Japan a few days ago.

Speaking of the experience of studying abroad, Shenyang said that one thing impressed him: "in Japan, there are many professional clothing magazines that introduce the fashion trends of clothing. These magazines not only classify different styles of fashion, define the market positioning, but also point out what are the most popular design elements and how to apply them to different categories of fashion.

Magazines like this are of great reference and guidance value to our costumer, and when we study the Japanese market and observe the fashion trends in Japan, we can better grasp the fashion trends in the Chinese market.

Li Rucheng said that YOUNGOR's six brand positioning is different, so the six major brand studios are actively nurturing excellent design talents, such as working with Japanese first-class designer team, in Italy and other countries to build design center, take the road of internationalization.

At present, YOUNGOR's six brand studios have absorbed nearly 200 designers. They collect the latest fashion information at home and abroad and absorb the latest design concepts. This makes YOUNGOR's brand design go ahead of the domestic fashion industry and promote YOUNGOR's brand promotion.

Both inside and outside, YOUNGOR has gained extensive market recognition.

According to statistics, in recent years, YOUNGOR's domestic market sales grew steadily, its annual sales increased by 20%, and its profit volume increased by more than 38%.

"The whole industry chain business mode": YOUNGOR's secret weapon to build brand

In the newly released 2010/2011 Ningbo textile and garment industry development report, YOUNGOR's "whole industry chain business model" has been placed in the "featured article", becoming a model for the pformation and upgrading of Ningbo clothing and YOUNGOR's expansion of multi brand manufacturing base.

According to the report, with the trend of global specialization and increasing division of labor, many textile and garment enterprises are keen on light assets operation, and get various benefits brought by light asset mode through outsourcing, splitting and divestiture.

But YOUNGOR did the opposite, creating a vertical industrial chain covering the entire garment industry from cotton to retail.

Recently, the EMBA student of Fudan University visited YOUNGOR. After visiting the production base, he asked Li Rucheng, chairman of the board, "how will you build China's first clothing brand?" the first thing Li Rucheng mentioned was YOUNGOR's "whole industry chain business model".

Li Rucheng said that compared with other enterprises, YOUNGOR's biggest feature is to have a complete industrial chain and a reasonable channel construction.

"Over the years, we have set up more than 100 branches of direct control, more than 2000 sales outlets nationwide, invested billions of dollars in some major shopping malls, and have a solid foundation.

These are not bought simply by spending money.

Over the past 30 years, we have also cultivated a number of market management teams, which have a relatively stable YOUNGOR stake. This is the guarantee for YOUNGOR's development.

With these factors, YOUNGOR will be able to maintain certain advantages in the future development.

On this basis, YOUNGOR has gradually extended from the textile and garment manufacturing industry to the commercial circulation, and the garment terminal is gradually pforming from the mode of leasing and buying shops to the self channel terminal mode.

"At present, self run stores have become YOUNGOR's most important sales channel and contribute 45% of YOUNGOR's clothing accessories."

Li Rucheng said, although the self operated channel is relatively stable, but the development is more laborious, so we adopted the method of combining self-management and shopping malls, and self owned stores and shopping malls accounted for 50% of all.

According to Li Cheng Cheng, the terminal terminal enables YOUNGOR to master sales terminals, respond quickly and reduce costs, so that its gross margin will remain at a higher level in the same industry.

"In the future, we will enhance the brand with the core of YOUNGOR brand.

To realize the pformation from production management to brand operation, enhance customer value, strengthen channel construction, achieve multi brand operation, strengthen product research and development, set up design centers in Shanghai, Shenzhen, Beijing and Italy, enhance brand added value, optimize industrial chain and cultivate supply chain.

This is the four core of brand promotion.