Li Rucheng: From The Trend Of Multiple Expansion To The Operation Of Clothing Brand.

In October 25th, it spent 30 million yuan to redecorate and have a history of nearly 10 years. Youngor The central store will be reopened in Tianyi business circle. YOUNGOR, the world's largest flagship store, has a business area of nearly 5000 square meters, bringing together five brands of different styles. So far, YOUNGOR has invested more than 1 billion yuan in the past two years, and has set up several large flagship stores in Beijing, Hangzhou, Shanghai, Xi'an, Shenyang and other cities with a business area of over 1000 square meters.

Act as Ningbo The old listed company has made a footnote for its big business with the YOUNGOR, which is the costumes. Prior to this, YOUNGOR chairman Li Rucheng also said that the international financial crisis inspired YOUNGOR to recognize that its strength is the clothing industry, thus changing from the trend of multiple expansion to the operation of clothing brand. In addition, as a listed company, financial investment has a greater impact on the performance of the company, so it decides to control the scale of financial investment, especially in the main business. Brand clothing Increase investment.

　　 Brand aggregation improves sales performance

According to the annual report, YOUNGOR's brand clothing business income increased 24.7% in 2011 compared with the same period last year, and the total number of stores increased by 157 in the year to 2302, up from 15% over the same period and 2.8 percentage points to 65.7%. The proportion of brand clothing business income to total business income increased from 21% in 2010 to 33%. Obviously, the clothing industry's contribution to YOUNGOR is improving.

YOUNGOR is well versed in the principle of "channel is king". In 1995, a marketing company was established, and now there are more than 2800 outlets in the whole country. YOUNGOR has invested 3 billion yuan in the channel construction so far.

YOUNGOR secretaries Liu Xinyu told reporters that the large flagship store concentrated on behalf of and demonstrated the brand new image. Ningbo Tianyi business circle, Beijing Dongdan, Hangzhou Wulin and Shanghai the Bund No. 1 and so on, although the territory is small and gold, YOUNGOR is still spending huge sums of money in these commercial centers to open up a flagship store like image unification and brand aggregation.

These large flagship stores are located in the benchmark of regional sales. They display five brands of YOUNGOR, MAYOR, GY, Hart Schaffner Marx (Hart Max) and HANP (hemp family). They meet the diversified consumption needs through fashion, personalization and multi-level brand structure, and bring new sales growth points.

For YOUNGOR, brand diversification has achieved the refinement and extension of the brand, making the expression of the brand clearer. The unified image building of the store can enhance the brand image as a whole. It is also an important embodiment of the brand operation capacity to achieve leaping development, and most importantly, it can bring good sales performance.

According to the introduction, in the first 8 months of this year, the sales volume of Beijing Dazhong Temple brand flagship store has reached 9 million yuan. In the year, the flagship store in Beijing market will exceed two million yuan, and the sales volume will reach 16 million 650 thousand yuan in the first 6 months of the Hangzhou Wulin flagship store. The sales volume of Ningbo central flagship store has reached 60 million yuan before redecorating.

　　 Brand culture creates window effect

The Wulin business circle is one of the commercial centers in Hangzhou. Its commercial buildings are full of people, and thousands of tourists come from all over the country everyday. YOUNGOR built a huge flagship store on the Yanan Road, which cost $450 million.

Since its opening in January 15th this year, Tong Haiduo, the flagship store manager of Hangzhou, has a lot of pressure and a lot of feelings. Gao Yali, the manager of YOUNGOR Hangzhou company, even though she has been in the shopping mall for many years and has rich management experience in retail terminals, still told reporters that managing the flagship store is an unprecedented challenge.

Hangzhou Wulin flagship store has a business area of more than 2000 square meters, and has five brand hall. Among them, there are six major products in light YOUNGOR, and shirts have multiple functional series. Diversified products require management to become more comprehensive management of shopping mall, which is more complicated than the management of single brand stores.

After careful consideration, they decided to use flagship store as an important platform to do well in the dissemination of brand culture and bring benefits through activities. In the following months, the shop launched a series of activities such as the shirt culture festival, the western-style clothes culture festival, the trousers Festival and the father's Day "shirts for the father" and so on. Through the dissemination of Western clothing and shirt dress culture and the interaction with consumers, they actively inject cultural and emotional experience into marketing activities.

In the view of Li Rugang, chairman of YOUNGOR fashion holding company, "as a window of important brand image in the regional market, flagship stores do well in the dissemination of brand culture through services, products and cultural activities, and the social benefits brought about by brand development are here."

It has been revealed that during the reopening of Ningbo flagship store, the brand features of many famous models such as "wisdom", "nature", "responsibility", "city", "Youth" and so on were launched during the reopening period. With this as a starting point, cooperation with the surrounding shopping malls and local colleges and universities to regularly carry out diversified brand show activities, and strive to become the image window of Ningbo and even East China, disseminate fashion and display the brand culture connotation, and become a genuine fashion source.

　　 Brand operation creates industry benchmark

"YOUNGOR is positioned as a flagship store with brand experience service. In the store, consumers can feel the meticulous and caring service in addition to offering a lot of products," Liu Xinyu told reporters. And in the major flagship stores, it is deepened to "one-stop FA (Fashion Consultant) service".

Tong Haiduo, director of the flagship store in Hangzhou, told reporters: "customers enter the door, from greetings to product introductions, combined sales to the last passengers to go out, and are received by a salesperson. Every salesperson is to become a fashion consultant for customers and create an experiential shopping environment for customers."

Of course, this requires both sales skills and familiarity with the products of each brand, which puts forward higher requirements for the personal qualities of the salesperson. At present, there are few brands that can truly achieve one-stop service in China. Before this is a "big name" patent, but in Liu Xinyu's view, "customers not only buy products, but also buy services and experience the environment. These are the feelings that our brands convey to customers. As a flagship store, we should strive to achieve the best in all aspects.

For this reason, flagship stores are exploring various aspects of store management, personnel training and so on. For example, in Ningbo, "store 5S standardization management" is implemented; in Hangzhou, training on display and sales skills is conducted regularly, and single indexes such as "combined sales single ticket quantity" and "monthly best service" are set up; in Beijing, a detailed and standardized personnel training mechanism has been worked out.

At the same time, the head office will provide specialized support for flagship stores. According to Gao Yali, from the beginning of the order, the products will be specially designed for the big stores, and the new system will be promoted in the pilot store in Hangzhou. For example, the product logistics department will set up the docking department for its services, and will take the flagship store as the core of regional brand operation and publicity and promotion, so as to further promote the flagship store to become bigger and stronger.

Li Rugang admits, "the flagship store is still in its infancy". It hopes to bring some new changes to YOUNGOR through meticulous management, improve service level and management level as a whole, and gradually achieve a new leap in the management of retail terminal, and explore new channel operation mode for YOUNGOR's multi brand strategy.