"YISHION" -- Grew Up As A Leading Brand In A Small Factory.

It has nearly 30 thousand employees and more than 3000 stores in 32 provinces and autonomous regions in China. The annual tax rate is over 300 million yuan. This is YISHION. Founded in 1997, YISHION was originally a small workshop. It has grown rapidly and has grown into China in more than ten years. Casual Wear One of the leading brands in the field.

What is the achievement of "YISHION"? What is the inevitability of YISHION's success? It seems that we can find the answer from the beginning of YISHION to the present.

　　 Channel control word of mouth marketing

How to build a famous brand in a short time and bring the development of the brand to the track of sustainability? The secret weapon of the founder of "YISHION" brand, Guo Donglin, chairman of Dongguan Dongyue garment company, is the marketing strategy of franchising.

At the beginning of this century, for many domestic garment enterprises, Franchise The marketing mode is a relatively new concept. At that time, most of the domestic clothing enterprises still stayed in the wholesale sales mode. At that time, Guo Donglin, who was engaged in the wholesale clothing business in Fumin clothing city of Humen, was a pioneer. He abandoned the wholesale mode which was quite prosperous at that time, took the lead in the Dongguan local clothing industry, adopted the franchise marketing mode, and opened YISHION stores throughout the country.

In this way, "YISHION" has embarked on the brand monopoly line, and has invested heavily in brand building and franchise management. YISHION has hired experts from the international fashion brand, and has made a series of planning and packaging of YISHION brand from the aspects of design, advertising and characteristics. It chose Hong Kong and Taiwan stars Cecilia Cheung and Louis Koo as the spokesmen for the brand image of the enterprises. When the profits of national peers are turning smaller and smaller, YISHION stores have been spreading all over the country with these franchises.

Today, YISHION has more than 3000 stores in 32 provinces and autonomous regions including Tibet and Xinjiang. Moreover, YISHION has extended its tentacles to foreign countries, and many of its franchisees are also in Singapore, Dubai, Vietnam and Malaysia.

Franchising has also made Dongyue company develop from a garment workshop with only 20 cars and dozens of workers to become a large garment enterprise with brand operation, product development, scale production and marketing, which now has more than 30 thousand employees, six product lines, and annual 2~3 million clothing items.

What many people do not know is that in those days, the loyal businessmen from all over the country who were originally "YISHION" became the first batch. Brand franchisee It was even the earliest clothing franchisee in the country. A contract has tied the two sides together, and the storm has come. YISHION's "brand monopoly line" has been a great success.

YISHION relies on franchisees and has always regarded franchisees as the most valuable asset of the company. "YISHION" is everywhere for the franchisee's sake, with the interests of franchisees to achieve the highest pursuit.

A few years ago, there was a franchisee in Sichuan who was in the initial stage of business because of lack of experience. Guo Donglin knew it was very anxious: "the failure of our customers is our failure. We must try our best to help her". He sent the top planners of the company headquarters to Chengdu to conduct a comprehensive inspection of the exclusive stores, specially formulated the marketing strategy and gave financial support. Not long after, the operation of the store began to pick up and made profits gradually. When the franchisee saw this scene, he wanted to continue to take over the store. I didn't expect Guo Donglin to promise it. He even left all the elite of his headquarters to the franchisee. Today, the store is booming and has become one of the best models of YISHION.

When e-commerce is popular now, "YISHION" has not fallen behind, and began testing e-commerce in November 2010. Although the sales performance has been good so far, it still accounts for a relatively small proportion in the overall sales of the company, which is for a reason. Online sales and exclusive store sales are completely separate, including styles, online and offline styles are different, and the prices of products sold online are more expensive than those sold in physical stores. This is doubtful. When asked why, Tao Defu, assistant director of the company, pointed out the reason: "all these practices are the highest priority without attacking the physical store, because we can not abandon this traditional form of monopoly and fully support the more than 3000 online stores in China. Although we can fully support online business, we may have sales of several billion, but we have to be responsible for franchisees across the country, and through word of mouth marketing, let more people know about YISHION and YISHION. " {page_break}

This is exactly the tradition and concept of "YISHION".

　　 Quality is the foundation of settling down.

"YISHION's success stems from the control of the channel and the absolute grasp of the quality of the product." Guo Donglin analyzed YISHION's way of breaking through in the media interview.

After having such a huge channel control power of more than 3000 franchised stores and thousands of agents, YISHION has not relaxed the control of another key factor that is also related to the thriving development of an enterprise -- product quality. As chairman of the company, Guo Donglin, with an entrepreneur's long-term strategic vision, paid close attention to quality from the beginning. He firmly believes that quality creates brand.

YISHION group has an extremely strict quality management system, and does not allow unqualified products to enter the market, and strictly controls every process.

As early as the end of 2002, YISHION, which was still at its initial stage of development, set up a quality inspection center with a huge sum of about 3000000 yuan in one fell swoop. In January 2003, YISHION quality testing center was formally established. YISHION has introduced many advanced testing instruments from the developed countries such as the United States, Germany, Japan, the United Kingdom, Sweden and so on, including light fastness tester, PH instrument, thermal insulation meter, spectrophotometer, shrinkage tester and so on. It has tested a dozen basic items such as tear strength, anti fuzzing, abrasion resistance, shrinkage rate, color fastness to rubbing, color fastness to washing, formaldehyde content and pH value.

Later, due to the continuous expansion of the group size, the quality inspection center also carried out two expansion, and the total funds invested to the quality inspection equipment have nearly 20 million yuan. At present, the laboratory area has expanded to about 2500 square meters, with more than 100 testing technicians, more than 50 daily testing items, and 600 sunrise reporting capacity. "We have implemented a comprehensive inspection of large quantities of raw materials and garments, ensuring that the quality of YISHION products is safe and reliable." Li Jin, manager of quality inspection center, said the move also played a crucial role for YISHION products to acquire Chinese famous brand products and national inspection free products.

In 2005, YISHION group also set up a full inspection center to conduct a manual inspection of every garment produced in order to ensure the external quality of the product. Today, YISHION group produces hundreds of millions of garments a year. To this end, the total inspection center is equipped with nearly 1000 employees, with an annual labor cost of more than 50 million yuan.

It is worth mentioning that YISHION has also set up the azo test project with the highest detection technology content in the clothing industry. Because of the excessive azo content, it will cause cancer risk. YISHION group attaches great importance to it. Only one project has invested nearly 3 million, which is absolutely leading in the industry. In the interview, the reporter learned that the SAIC, the State Administration of inspection and quarantine, and the three authoritative organizations of the China Textile Industry Association have conducted spot checks on the Chinese and foreign clothing brands in the Chinese clothing market for three consecutive years from 2009 to 2011. YISHION is the only brand clothing with the internal quality reaching the standard.

YISHION not only keeps good quality from the source, but also attaches great importance to after-sale services and cares about customer experience feedback.

YISHION group has set up two consumer advisory and complaint service hotlines since 2000. It has been on duty for 13 hours a day, 365 days a year, to solve all kinds of problems that consumers encounter. Even if the problem is caused by improper use of consumers, the company will try to repair it to a fully qualified level and send it to consumers in time. The expenses incurred will be borne by the enterprise.

For YISHION's "customer centered" business philosophy of integrity, many consumers who buy YISHION clothing have personal experience. A customer once bought a men's Plaid shirt at YISHION store. After washing the water, he found that there was a place where the jumper was 1.5 centimeters long. Later, he went to the store to ask for processing. After patching, the customer was not satisfied because the color of the line was different from the original one. After learning about this situation, YISHION quickly let the factory repair the clothes for the customer. "The clothes are repaired very well, and the stitches are the same color as they used to be." After receiving the clothes, the consumers are very satisfied with the service attitude of YISHION.

As a matter of fact, the work of YISHION's after sales service department is very successful. YISHION requires all stores to handle the problems conscientiously and responsibly in response to various problems reflected by consumers. "Some consumers are in conflict with the waiter when they buy clothes at the exclusive store. We will directly communicate with the store attendants until the customers are happy to leave. Some consumers buy clothes and feel unhappy after they get home. Please call for help if they want to change. We will immediately communicate with their colleagues in the store to replace them until the customer is satisfied."