The Success Of YOUNGOR Brand

According to statistics, at present,

Annual sales volume reached about 16000000000 yuan, and enterprises mainly involved textile industry.

Foreign trade, real estate and so on.

Single man shirt, as the traditional flagship product of YOUNGOR, is expected to earn 100 million yuan this year.

The creation of YOUNGOR's added value is the result of its combination of culture and art, new materials, new technology, modern logistics information technology and modern marketing, and is the result of YOUNGOR's marketing channel construction for chain integration and information engineering.

As a result, YOUNGOR can be proud and talented in the clothing industry.

History of development

In 1979, at that time, YOUNGOR was only a small factory made up of dozens of educated young people. It was called the youth garment factory, which mainly processed shirts, and the gross profit was about 5 cents per piece.

So in 1983, they made a horizontal joint venture with a shirt factory opened by the company to produce OEM processing and relatively stable production.

With the improvement of product technology and the stability of quality, the leaders at that time were not satisfied with the profits from processing, so in 1986, they registered a brand called Beilun port.

Because the brand was not known at that time, the staff were mobilized to bring the bags to all parts of the country for sale.

By the time 1989, the output of the brand had reached 3 million, forming a certain scale.

At that time, it was awarded the national best selling product by the international business department.

After the gradual liberalization of the domestic market, Pierre Cardan, Goldlion and other international famous brands entered the Chinese market, making the opening from the first line to the second tier brand, while the Beilun port was dropped to the three line brand.

In order to enhance brand awareness, the youth garment factory started looking for Sino foreign joint ventures, and introduced modern production lines. It tried to cooperate with Pierre Cardan. However, due to various reasons such as production equipment, the result was no cooperation.

In 1990, after many efforts, he finally worked with the Macao Nan Guang group, which was run by China, to take the English name Youngor from the original youth garment factory and plate it into YOUNGOR.

In this way, YOUNGOR has been born since 1990.

At that time, the youth garment factory was a collective enterprise in the town. Since 1993, it has been carrying out the shareholding system pformation, so that the employees of the enterprise have shares.

After working with Nan Guang, enterprises began to accumulate enough funds and put millions of dollars into the modern production lines, such as the United States, Japan and Germany, which made YOUNGOR shirts a success in the production base.

And for YOUNGOR's trademark, they want to find roots in China's millennial culture. It is said that the Dragon King has nine sons, seventh sons are dressed in the world, and YOUNGOR is given the world's dream. From then on, YOUNGOR took the seventh sons of Dragon King LOGOL as their trademark.

Store brand management mode

When the factory had some strength, YOUNGOR began to enter the brand management mode.

YOUNGOR believes that the battlefield of brand strategy is not in products, but in marketing places.

The marketing place is the core of brand strategy. Enterprises often like to attract customers' attention by spreading advertisements, though this can increase brand awareness, but the benefits are not great.

Companies feel that stores are the best means of publicity, so they regard the hypermarket as the carrier of brand communication and put part of the advertisement into it.

The operation of the store is not only a question of product design, it is more like a stage. As the art director is directing the design, display, and customer's disgust, the hypermarket can strengthen the dissemination of the brand, the collection and decision-making of the information.

The form of advertisement often displays only the famous brand, rather than the brand, lets the human do not feel that kind of grade, must establish the grade, may manifest the dissemination through the enterprise marketing base.

At present, YOUNGOR has built its marketing channel as its core strategy, invested 2 billion yuan, and bought more than 2000 buildings in Beijing Wangfujing and Nanjing road in Shanghai.

According to the analysis, 80% of YOUNGOR's sales share comes from counters in direct and shopping centers, and about 15% come from agents.

The value of the brand is directly expressed in the marketing place, through the marketing place, the brand can make the brand fully express itself, pfer information and advertising.

Three different "highways"

Channel is direct, group buying is direct selling, so for YOUNGOR, there are direct customers, brand retail customers, OEM customers, according to different customers, within the company to establish three different "highways" to enhance their rapid response capability.

YOUNGOR is now using three dimensional technology to develop products to produce clothes that are more suitable for human body.

Although YOUNGOR has production

Trousers, casual wear and so on, but will still maintain their main products shirts in the country's leading position.

To this end, YOUNGOR has introduced the HP ironing technology from Japan and the United States, VP ironing technology, DP ironing technology and nanotechnology.

Now each shirt is 500 to 600 yuan, and the profit of the garment is relatively large.

What YOUNGOR did better is continuously strengthening on the main products.

In a period of time, YOUNGOR will put money into a main point. The annual productivity of shirts is 15 million, and the shirt profit this year will probably reach 1 hundred million.

At the same time, YOUNGOR's foreign trade network has become a major force in marketing, and its annual sales volume is about 10 billion yuan.

YOUNGOR's technology center acquired about 10 million yuan in its research and development product last year.

YOUNGOR is starting to shift product centric to customer centered.

The annual income of 20 to 3 billion yuan is processing OEM for foreign customers.

In addition, good fabric is an important material for clothing. YOUNGOR worked with a Japanese company three years ago to invest hundreds of millions of RMB to build a 500 mu Textile City.

More planning next year in Xinjiang to invest one hundred million, high-grade cotton, high-grade fabrics.

From cotton to yarn to fabric, strengthen the main line and ensure the leading position of the shirt in texture.

Now, YOUNGOR ranks third in the national textile industry.