YOUNGOR Li Rucheng: Enhance Brand Terminal Image And Value

< p > consumer shopping habits change, e-commerce channel squeezing, industrial homogenization and self cost pressure and other factors, nibbling the profit margins of the garment industry.

Where will the future clothing sales go? How can clothing enterprises build a reasonable and effective channel structure and establish a high-quality and efficient channel mode to serve their future? < /p >

< p > < strong > channel stereoscopic: four dimensional integration of diversified channels < /strong > < /p >

< p > as we all know, the main channel of clothing brand is department stores and business circle shops. Nowadays, the competition is fierce, and the < a href= "http://www.91se91.com/pioneer/" > channel terminal < /a > is changing constantly.

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P now, department stores and shopping centers are the fiercest Battlegrounds in the apparel industry. The mall has gathered many excellent brands, and must be close to the same style competitors. The competition between shopping malls and shopping malls is also increasingly fierce. There is always a crazy sales promotion among the shopping malls and brands, sacrificing profits and brand value.

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< p > at the same time, in recent years, shops rent, logistics fees, personnel costs and so on have been rising rapidly. The store cost and management cost of self run stores are getting higher and higher.

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< p > under such a living environment, garment enterprises are facing new choices and considerations in terms of channels.

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< p > for many years, YOUNGOR, which has been insisting on the channel, has been step-by-step in the layout of the channel. According to the present situation and the future trend of the department store, the structure of each channel has been adjusted at the right time. After the structural models of different proportions such as "28" and "55", such as the shopping mall and the self run store, at the beginning of the marketing meeting in early 2013, the company once again made clear and reiterated that the comprehensive shopping malls and self operated stores accounted for 40% of the sales channels, and group buying and franchise sales accounted for 10% respectively.

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The "P" four dimensional integration of three-dimensional channel structure, including a variety of forms of offline terminals, plays a very important role in the complete realization of brand sales and customer interaction.

In recent years, YOUNGOR clothing brand has maintained an average annual growth rate of 15~20%.

Even in the first half of the first half of 2013, when the domestic demand seriously declined and the garment enterprises suffered large losses, the recovery of YOUNGOR clothing and clothing money still made 6% growth.

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< p > at present, there are 816 self owned stores all over the country, accounting for 44% of total sales and 1578 of shopping centers and outlets, accounting for 40% of total sales. These two main channels have become an important window and sales position for YOUNGOR's brand image, while 467 franchise stores and the special group buying center of the headquarters of the company have further enriched the sales terminals of YOUNGOR.

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"P >" in the context of China's social pformation and development needs, YOUNGOR investment focuses on brand and channel construction.

We should optimize the industrial chain, push the development of production enterprises to high-end manufacturing, and build up the core enterprises.

In the light of the characteristics of the products, we nurture "a href=" http://www.91se91.com/pioneer/ "supply chain < /a", and gradually integrate the supply chain into the management category, not only to supply the finished products, but also to enhance their R & D capability and information level, and make them operate as our supporting enterprises.

Li Ru Cheng said.

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Less than P, after experiencing the market pressure of "decisive battle in the terminal", many garment enterprises are very conscious of the fact that the creation of brand value added relies more and more on new contents and new ways, which is manifested in diversified channels, and YOUNGOR is no exception.

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< p > < strong > channel quality: "slim" campaign flagship store experience < /strong > /p >

< p > under the influence of macro-economic environment, some small and medium-sized clothing brands, especially some agents based brands, have obviously shrunk.

YOUNGOR took the opportunity to "downsizing" integrated marketing network, concentrating superior resources to intensive cultivation of mature markets.

Standardized and institutionalized management in product display and store layout; in the developed coastal areas and the central and western provinces, centralization of strength to set up proprietary stores and enter large shopping malls; divide the market into "three levels of management": general companies, regional markets and urban branches, and comprehensively enhance the channel competitiveness of distribution functions.

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At the same time, YOUNGOR also exchanges and cooperation with international design teams such as China, Hongkong, France, Italy and so on to enhance the brand terminal image and brand value of P.

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< p > after several years of integration, the quality of YOUNGOR sales terminals has improved significantly. In 2013, the efficiency of some star shops (specialized halls) reached more than ten million yuan.

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After "P", "YOUNGOR downsizing", YOUNGOR has done something in the channel, focusing on the terminal system that is compatible with the brand. Intensive expansion has been made to build and upgrade flagship store mode.

In October 2012, YOUNGOR rebuilt the YOUNGOR Center store with a history of nearly 40 million years and renovated in Tianyi business circle with a total of $10.

YOUNGOR, the world's largest flagship store, has a business area of nearly 5000 square meters, bringing together five brands of different styles, including staff quality, shopping environment, display and product design.

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< p > YOUNGOR has launched a large flagship store in Ningbo Tianyi, Beijing Dongdan, Hangzhou Wulin and Shanghai the Bund No. 1, etc., and has set up a benchmark for regional sales of image unification and brand aggregation in order to achieve a major breakthrough in channel management, so that shoppers can enjoy the brand culture while enjoying quality services.

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< p > at the same time, these flagships will shoulder more responsibilities of "a href=" http://www.91se91.com/pioneer/ "experiential marketing < /a >.

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< p > YOUNGOR Hangzhou Wulin flagship store has a business area of more than 2000 square meters, and has 5 brand hall.

In the first few months after its establishment, 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". Through the dissemination of Western clothing and shirts, the culture of clothing and consumers interact, and actively inject cultural and emotional experience into marketing activities.

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< p > its staff member said: "culture is not dry, it is flesh and blood and feeling.

The flagship store creates a shopping environment full of humanistic feelings, so that customers can unconsciously appreciate beauty and enjoy beauty.

The result of flagship store shopping is no longer important. The important thing is that it enables consumers to enjoy the shopping process.

High quality products, bright shops and humanized services not only make people feel brand culture, but also experience a brand new life.

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< p > September 2013, at YOUNGOR Ningbo GY brand flagship store, "you pick me, I pay" new scene of autumn new product appreciation experience, a young consumer said: to participate in GY experience activities, we are looking for a feeling, a kind of emotional, physical, intellectual and even spiritual resonance.

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< p > experience is a kind of economic provision under a new channel. It is much more than simply to feel products and services. It is to let customers confirm the value and promote trust to automatically close to the product and become a loyal customer, and the flagship store is undoubtedly the platform for completing this mission.

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< p > strong > channel Modernization: integration and balance between online and offline < /strong > < /p >

< p > electronic commerce has been developing for more than 10 years. In the era of no electricity supplier or business, everything is changing so fast.

In 2012, the top 100 retailers in China ranked the first time online retailers. The 8 online retailers have contributed 49.6% to the sales growth of the top 100 retailers.

It is estimated that by 2015, retail sales will reach 250 billion yuan, of which the number of clothing sales will be equal to 100 billion yuan.

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In the face of such a huge online market, how to enter the new market of modernization? P is a problem that many fashion brands have been thinking and practicing.

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< p > YOUNGOR has been testing electronic business since 2009. It has gradually pushed its subordinate brands, such as GY and hemp family, into online business platform.

Through several years of online operation accumulation, in April and June 3, relying on the company's own product development, production, modern warehousing and logistics capabilities, with the third party sales and operation team and the three party logistics as the terminal distribution online operation structure, YOUNGOR officially opened the official flagship store of YOUNGOR and GY on Tmall and Jingdong e-commerce platform.

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< p > YOUNGOR has a clear aim: to spread the brand on line and expand new young consumer groups.

At the same time, we use a href= "http://www.91se91.com/pioneer/" > online channel < /a > to start the new product.

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< p > YOUNGOR executives of the holding company said in an interview with the media: compared to the brand that is born solely from the Internet, the sales of traditional offline brands have a very strong brand advantage and popularity advantage.

How to turn these advantages into online sales advantages is a challenge.

Because the logistics and service of offline brands will face many problems. The core of solving these problems is the pformation of thinking mode instead of simply technical problems.

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< p > in the view of Zhang Kuanhai, deputy director of e-commerce and Specialized Committee of the China information economics society, the future apparel online sales mode will not replace the physical store sales mode, nor will it be a subsidiary of the physical store sale just like the previous few years when e-commerce is emerging, but it will become a sales channel complementary to the sales mode of the physical store depending on the brand of all kinds of clothing.

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< p > and YOUNGOR's strategy is very clear: in the process of online and offline exploration and conflict, it will eventually merge and balance.

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At present, YOUNGOR's online sales include online and offline pricing and services. On the other hand, customized development of multi product and multi style special products is to meet the personalized needs of online consumer groups. P

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< p > in the future, YOUNGOR's online channels will further segment product market positioning, identify online consumer groups, and make full use of the strengths of YOUNGOR online and offline channels, such as customer resources, market information feedback, supply chain, terminal distribution, after sales, etc., and gradually complete the online and offline information platform, logistics platform, production and development sharing and rapid response coordination capabilities, give full play to the characteristics of online and offline channels, form complementary advantages and explore a benign interactive mode of operation.

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< p > in this rapidly developing and uncertain business area, online and offline a href= "http://www.91se91.com/pioneer/" > channel integration "/a" and balance will breed more business models, and will also reflect the wisdom and pattern of an enterprise's operation.

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< p > the rapid growth and diversification of domestic consumption demand determines that the new formats and traditional department stores will develop together. The development of enterprises can not be separated from the background of the times. Only by changing strain and adopting marketing channels and models that meet the needs of the times can we get the expected revenue and win enough living space.

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