Ningbo Clothing Festival Dongfeng &Nbsp; YOUNGOR Is Returning To Its Main Business.

This year's Ningbo international clothing festival has come to a close, but the topic of Ningbo's clothing industry is always worthy of continuous attention. As the most influential group company in Ningbo, YOUNGOR is not the clothing company that people are impressed with in the world of shirts and suits. In recent years, the performance of YOUNGOR in the financial investment and real estate industry has been frequently discussed in the industry. This year, YOUNGOR, which is involved in diversified operations, has spent tens of millions of CO hosting the "Fifteenth Ningbo international clothing festival". Its six major brands have also taken the opportunity to make a high-profile appearance at the clothing festival. All these indicate that Yager is trying to make a strong return in the clothing industry.

Another media conference

One day before the opening of the Ningbo Fashion Festival, YOUNGOR group invited more than 20 mainstream media from all over the country to hold a conference called "YOUNGOR tasting Tour" at the Dapeng Mountain Hotel affiliated with its real estate company. I thought that the focus of this news conference was Li Rucheng, chairman of YOUNGOR group. I didn't expect Li Rucheng to show his face before the media started. After more than 10 minutes, the Li Ru came to the scene quietly.

After being discovered by reporters, Li Rucheng just smiled and greeted everyone and sat in the corner listening quietly. After a while, he got up and left. In the press conference of Li Rugang, vice president of YOUNGOR group, Li Rugang, who was responsible for YOUNGOR's clothing business, became the absolute protagonist. Li Rucheng's intention to "fade out" at the media conference made some reporters who originally wanted to pay attention to the topics of Finance and real estate somewhat disappointed.

During the current Ningbo International Fashion Festival, YOUNGOR took the three best seats in the 1001, 1004 and 1005 of the Fashion Festival 1 at the same time, displaying the characteristics of the 6 series of brands in front of peers and professional buyers with the exhibition hall of nearly 900 square meters. YOUNGOR's six big brands also took up nearly half of the 1 exhibition hall of the Ningbo Expo. Many visitors who have participated in the clothing professional exhibition all over the country send out such a feeling: from the perspective of the scene, YOUNGOR's six international brands support the Ningbo clothing festival, which has promoted the overall brand level of the clothing festival.

Thus, in this otherwise profound media conference, reporters kept asking questions about whether YOUNGOR's six brands would have a mutual impact. Perhaps this kind of problem can be seen from the booth layout of YOUNGOR: from the entrance of the door with the conspicuous dragon horse logo into the YOUNGOR exhibition area, a long corridor runs through the square exhibition hall, YOUNGOR, MAYOR, GY, CEO and HANP, HartSchaffnerMarx are arranged on both sides of the East and West. YOUNGOR's different brand positioning has also created different exhibition styles. Details show that each of the six brands has a clear brand marketing strategy.

However, from the experience of brand strategy at home and abroad, brand reengineering has been a long and arduous process. The implementation of multi brand strategy by YOUNGOR must deal with the market demand of precise segmentation. Whether the brand can turn from six to one can still be proved by the time. YOUNGOR has embarked on the road of complex brand reengineering from simple brand building. The company will face the situation of different product connotation, diverse plates, varieties of surface accessories and diversified processes.

In this regard, Li Rucheng used a metaphor to explain the intention to reporters: "in our view, being a brand is not as easy as raising a child. As long as you eat and wear, you can grow up. You need to keep investing in the development of the brand, and you need to cultivate relevant talents. This is a difficult and complicated process." Therefore, YOUNGOR founded a brand studio to ensure the precision operation of the six brands.

Returning to the main business is only a century dream.

In the eyes of the outside world, YOUNGOR group has always had sufficient cash flow. As a local garment enterprise born in Ningbo, it is reasonable to fully support the local exhibition to promote the development of local industry. But in the eyes of rational investors, it is a bit crazy for the one-time investors to make a short appearance for the new 6 brands in the exhibition area.

In this regard, Li Rugang has his own explanation: from manufacturing to brand creator, independent creation and innovation to build six brand phalanx, which is YOUNGOR's efforts in brand operation in recent years, and has enriched the cultural connotation of clothing. During the festival, consumers can get close contact with YOUNGOR's six brands through watching shows, showrooms, and entering stores.

This is indeed a very reasonable explanation. But in fact, as a leader in the apparel industry, YOUNGOR has deep meaning behind every move. In recent years, YOUNGOR's outstanding performance in the field of real estate and finance has won praise from all sectors of society, but at the same time, it has attracted various doubts and conjectures. On many occasions, Li Ru, chairman of YOUNGOR, Chengdu, must take pains to explain YOUNGOR's strategy for everyone.

Li Rucheng has stressed many times before the media that clothing is the foundation for YOUNGOR to create an international brand Centennial enterprise. Not only should we stick to it, but also we should constantly upgrade and extract the unique brand connotation and culture so as to win the recognition of consumers. At the media meeting of the Ningbo Fashion Festival, Li Rugang changed the answer to the media. Although the respondents were different, the core idea coincides with Li Rucheng. "Clothing, real estate and investment only have the potential to make the clothing industry a hundred years' brand".

In fact, in the past two years since the implementation of brand strategy from YOUNGOR, the six major brands of YOUNGOR have formed their own distinct brand positioning, outstanding product style, prominent brand YOUNGOR, and prominent functionality; the high-end brand MAYOR aims to build China's customized brand with low connotation and luxury; GY brand builds the conceptual world of young people in fashion style; CEO represents the coastal customs of the UK; HANP health, environmental protection, fresh and elegant origin, and HartSchaffnerMarx inherit the American style of leisure.

In the reporter's questioning, Li Rugang also revealed a set of data to support the above view: in the first 9 months of this year, YOUNGOR's clothing business revenue increased by about 20%, and profit growth was about 30%. Among them, YOUNGOR (formal dress) is still the main force of income in the future. The remaining five brands such as GY (young group), MAYOR (manual customization), YOUNGORCEO (business), HartSchaffnerMarx (high-end), HANP (environmental protection brand) have basically realized the balance of payments, and are expected to make profits next year. In a good business situation, Li Rugang affirmed that "next year, YOUNGOR's sales revenue growth will remain at around 20%."

There are indications that YOUNGOR is gradually integrating its clothing sector business and is ready to experience a return to the main garment industry. Li Rugang said that in the next two years, YOUNGOR will invest 3 billion yuan to carry out the capacity integration and channel construction of the garment sector. The most obvious example is that YOUNGOR will gradually move the local garment production base in Ningbo inland and increase investment to build new textile and garment bases for cost reasons and the needs of national industrial upgrading.

YOUNGOR expects self transcendence

At the media conference, Li Rugang used the policy of real estate purchase restriction introduced everywhere to illustrate the advantages of the clothing business: "the house must be restricted, the car exhaust is not environmentally friendly, and a good clothing is worn on the body. It's good enough to be environmentally friendly, and it will not be restricted." Li Rugang is convinced that from the perspective of more than a year's macro policy, the spring of industry has come. Li Rugang even affirmed that "YOUNGOR can be rebuilt in five years".

Of course, this sentence is not just a slogan of rhetoric, and like Li Rucheng, Li Rugang is actually a cautious and prudent person, exaggerated and aggressive is not his style. Li Rugang explained the source of his confidence and the reason why YOUNGOR made the above rational judgement.

All along, brand promotion is one of the driving forces of YOUNGOR's sustainable development. Based on this, YOUNGOR's six big brand studios insist on nurturing excellent design talents, working with first-class designers in Japan and Europe, and designing centers in Italy and other countries to collect cutting-edge information and absorb the latest design concepts.

At the same time, YOUNGOR group has increased investment in garment channel development, has built large flagship stores in cities such as Hangzhou, Xi'an and Shanghai, and has set up a sales consultant team, which has increased more than 10% of its employees for five consecutive years, which has greatly promoted the improvement of efficiency and service.

According to the latest third quarterly reports released by YOUNGOR in 2011, YOUNGOR's clothing sales revenue in the first three quarters was 2 billion 700 million yuan. YOUNGOR's clothing business does not include a net profit of 463 million yuan from textiles, an increase of 28% over the same period last year and a gross profit margin of 65% for clothing. It is worth mentioning that since August, YOUNGOR's clothing sales revenue has grown all the way, increasing by 35% in August, and by 40% in September, and the sales situation has indeed increased.

Li Rugang said YOUNGOR will invest more capital in building YOUNGOR stores in the next few years. "On the top 6 brands, the demand for new stores will be relatively large. Through the input of sales channels, we hope to achieve the goal of transformation from manufacturing enterprises to brand marketing enterprises."

Obviously, through the overall upgrading of brand quality, management services and marketing channels, YOUNGOR's goal is to achieve self transcendence in addition to achieving the return of the main industry. Li Rugang said that YOUNGOR's goal is to create a well-known international brand, showing the positive attitude of Chinese clothing brands in international competition.

However, it is not easy to realize this dream. From now on, it is still a challenge to brand YOUNGOR's brand in the international market. "That's why we thought of using YOUNGOR group's capital advantage to acquire overseas successful brands to speed up our own development." Since the successful acquisition of the new Malaysia company in 2008, YOUNGOR has made relatively rapid progress in the construction of the international channel, laying the foundation for the next step to enter the international market of YOUNGOR brand, and further accumulating experience for YOUNGOR to expand its main business by means of mergers and acquisitions. Li Rugang acknowledged that this is a direction to guide YOUNGOR brand to internationalize.