YISHION Franchising Leads To A Double-Edged Sword Of Fu Road Brand And Quality.

< p > in 2012 the twentieth China International a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > dress < /a > costumes fair, the classic style of YISHION was popular.

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< p > has nearly 30 thousand employees, more than 3000 stores in 32 provinces and autonomous regions of the country, and the annual tax rate is more than 300 million yuan. The brand founded in 1997 is one of the fashionable leisure brands of Dongguan YISHION Group Co., Ltd.

From a small workshop style, it has grown rapidly into one of the leading brands in the field of China's < a href= "http://sjfzxm.com/news/index_f.asp" > casual wear > /a.

What has made YISHION extraordinary? What is the inevitability of his success? It seems that we can find the answer from "YISHION" from the beginning to the present.

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< p > how to develop into a famous brand in a short time from a small unknown factory building, YISHION chairman Guo Donglin said calmly and wisely: "if an enterprise wants to make great progress, it is not possible for an entrepreneur to have no long-term strategic vision."

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< p > < strong > franchising get rich road < /strong > /p >

< p > when it comes to the business development of YISHION, Guo Donglin first attributed it to the original franchise marketing strategy.

At that time, for many domestic clothing enterprises, the marketing mode of franchising was a relatively new concept, and still remained in the wholesale sales mode. Guo Donglin, who was engaged in clothing wholesale business in Fumin clothing city of Humen, was considered a foresight.

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< p > at that time, the old merchants in the Fumin commercial building in Humen could no longer find the "YISHION" figure. YISHION had quietly turned to the monopoly line.

At that time, the wholesale business in Humen was very prosperous. YISHION could sell 70 thousand pieces of clothing at most, and could send 2 million pieces a month at most.

People are very puzzled about Guo Donglin's pformation. New ways to monopolization need to face many unknown risks.

But Guo Donglin has his own view. He thinks that joining the franchise and franchised business is the ultimate goal of the enterprise. When people are engaged in wholesale business, YISHION has opened up a monopoly line, thus gaining market opportunities.

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< p > by way of franchising, we should take the road of brand monopoly to create a "YISHION" brand with higher gold content and raise the cultural grade and quality of the brand. This is the decision made by Guo Donglin resolutely.

For this reason, the company invested a lot of money to carry out a series of planning packaging for the "YISHION" brand, striving to give consumers a brand-new impression in the shortest time, from design, advertising, planning, display to the image, characteristics and so on.

Facts have proved that Guo Donglin's judgment is right. When people feel that the profit margins of wholesales are becoming smaller and smaller, they have turned to monopolization and franchised companies. YISHION has firmly foothold in the national market.

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Until now, YISHION has extended its tentacles to foreign countries, and Singapore, Vietnam, Malaysia and other countries are also surrounded by many YISHION franchisees.

Franchising has enabled YISHION to develop from a garment making workshop with only 20 cars and dozens of workers to a large garment enterprise with brand operation, product development, scale production and marketing in its possession of more than 30 thousand employees, six product lines, and annual 2~3 million apparel single products.

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< p > < strong > brand and quality double-edged sword < /strong > < /p >

< p > to talk about the development of YISHION, Guo Donglin said that the implementation of brand strategy is the need for enterprises to participate in international competition.

He believes that the entry of foreign clothing brands to China depends on mature marketing methods and marketing experience. In contrast, the brand strategy of Chinese clothing starts relatively late, but this does not mean that it can not compete with it.

Local enterprises have unparalleled local, price advantages and channel advantages, which have laid the foundation for the implementation of brand strategy.

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< p > to further enhance the loyalty of consumers to YISHION brand, Guo Donglin believes that both consumers' trust and hardware facilities must be built to ensure product quality.

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. This is the first in the national private garment enterprises. In January 2003, YISHION quality inspection center was formally established.

Then, with the continuous expansion of the scale of the group, the quality inspection center also carried out the two expansion, and the total investment to the quality inspection equipment has 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.

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From 2009 to 2011, the State Administration of industry and commerce, the State Administration of inspection and quarantine, China's < a href= "http://www.91se91.com/" > the textile and Textile Industry Federation three authoritative institutions for three consecutive years conducted random checks on Chinese and foreign clothing brands in China's clothing market. With good hardware facilities and excellent quality, YISHION obtained the only brand clothing with internal quality reaching the standard.

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< p > < strong > the indissoluble bond with CHIC < /strong > /p >

< p > "YISHION" left its tall figure in the twentieth China International Clothing and accessories fair.

Despite fierce competition in the international arena, even though many enterprises are facing bottlenecks, YISHION regards it as an opportunity for pformation and development. It has caught the new growth point in the wave of industrial pattern and won new life.

"Direction is more important than distance."

This is a meaningful speech left by Guo Donglin.

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< p > Guo Donglin said: "under the new situation, China's clothing industry needs to enhance its core competitiveness, including brand building, upgrading of technology and R & D capabilities.

Fast fashion brands like H&M and ZARA are very much in line with today's demand for clothing.

In order to maintain its competitive advantage, YISHION, the two or three line city and its neighboring countries, must take the "fast fashion" development route.

YISHION group recently established its R & D center. In the future, it will continue to increase R & D design and layout terminal consumer market.

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< p > YISHION has an indissoluble bond with CHIC. As early as 2004, Guo Donglin learned that CHIC is an excellent platform for Chinese clothing brand investment.

In order to achieve the best exhibition effect on the CHIC stage, YISHION group has made meticulous arrangements whether it is the exhibition area or the quantity, style, type and layout of the exhibitors.

In 2009, the brand appeared with CHIC in black and white style.

On CHIC2012, YISHION is again popular with many people in its classic style.

Guo Donglin said that this year, YISHION will be on the CHIC stage again to explain its extraordinary attitude.

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