YOUNGOR Seeks To Rebuild Its Advantages And Develop Domestic And Foreign Markets With The Help Of Guangzhou Professional Wear Exhibition.

As domestic Occupation clothing The first brand exhibition, Guangzhou international professional wear exhibition, is the only international professional fair in the field of professional clothing, which includes brand building, image exhibition, new product release, product promotion, channel construction, industry information exchange and business cooperation. It is a modern propaganda window and exchange platform for Chinese enterprises to enter the world and foreign brands to enter the Chinese market.

At the beginning of the new year, YOUNGOR clothing control The company's marketing work conference arrived on schedule, and there were also excellent staff awards ceremony - the Dragon Horse Festival, the spring and summer products ordering meeting in 2014, and so on.

There was a view that today's brand clothing industry, even if it has the advantages of channels, products and teams, will be struggling under the shock wave of electricity suppliers, cost and international brands. In recent years, YOUNGOR has initially formed the concept of making the best brand, optimizing the channel and cultivating the team.

At the beginning of the Spring Festival, let us take a look at what new YOUNGOR brand clothing looks like.

[team]

"There is still a lot of space." this is what Li Rucheng often said. He describes a gap, not only refers to the internal sales gap between different regions, but also contains a clear understanding of the efficiency competition between YOUNGOR and the big international players. In the forefront of the market, Li not only requires regional leaders to be good at managing and daring to invest, but also calls for a broader store director to work hard to improve efficiency and efficiency, and to participate in business management.

More than 300 famous shop directors came from far away.

At the marketing working conference held in February 15th, representatives of ten excellent shop directors made keynote speeches. After listening to these frontline voices, chairman Li Rucheng said that the key to YOUNGOR's two venture was the improvement of the quality of the shop director. He once again emphasized that the director of the shop should be involved in the management of the whole enterprise, so that an excellent Shop Director could have a better stage.

Yao Yongli, manager of Guangming Road store in Urumqi, Xinjiang, rushed to Ningbo in recent years. This is the first time that she has had the opportunity to come to the company headquarters. She used to envy her colleagues to talk about the size of the company and the richness of its products. Guangming Road store opened in 2011 and has just started a sale. After reloading in 2012, it sold 2 million 650 thousand yuan a year. The feeling is that it is located in a multi-ethnic area, and has specific needs and characteristics in terms of regional consumption level and product demand. It is recognized by all the customers who come to the YOUNGOR brand. She said, "I am the first big store manager in the region, and now I am in charge of two stores. This time I have the honor to see and hear the experience of excellent shop managers from all over the country. These valuable experiences are very helpful for me in store management and service in the future."

At the meeting, Yao Yongli also made the keynote speech with "growing up and happy". For her, Youngor Is her stage of personal growth and achievement. Like her, there are more than 300 shop directors here in Ningbo who have come to study and exchange in Ningbo, which generally reflects the benefits. For example, the flagship store of the Hangzhou introduces the cultural activities such as carrying out father's day, shirts and other cultural activities, as well as one-stop service practices implemented daily.

In addition, shop directors were also the protagonists of the autumn and winter products ordering conference in 2013. This year, there are 4 store managers participating in the order meeting in the Beijing area. The Parkson store's shirt cabinet is positioned more high-end, customers have higher demand for fashion, and low price shirts are basically sold, so in recent years, the new classical series and functional shirts of YOUNGOR products are very appetites. Wang Chunmei, who was once a shopkeeper, had the feeling that the demand for products in different regions was different. Such a situation is very common. The head of a shop is most aware of what consumers want, so she thinks that this year the region has added two shopkeeper to participate in the order, which may be more targeted in product selection.

In this year's marketing conference, the company awarded the blue medal and red medal to the shop director who had outstanding sales performance. A total of 50 people stood on the stage of the awards ceremony. At the meeting, Li advocated that the branch should strive to improve the efficiency and efficiency of the people, and correspondingly, the company will increase the revenue of the shop director and the salesperson in a planned way, and increase the incentives for the market pioneers. Moreover, he hopes to convey the experience of the excellent Shop Director and the company's policies to more than 2000 shop directors and tens of thousands of shop assistants throughout the country.

[brand]

Technology, fashion and culture are the direction of YOUNGOR's efforts. At the annual order meeting, designers of brand studios push the new season's products to market. At the ordering place, designers, marketers and production enterprises get together. Behind this gathering, they give YOUNGOR brand "technology, fashion and culture" with countless details.

Looking for "three YOUNGOR"

In the pants product ordering area, the staff introduced a pair of trousers for the ordering staff of the northern company. It has more than one layer of material, and it is more warm to wear and suitable for wearing in cold weather. Designer Jiang Yuxin said, in the final analysis, the brand should be based on the needs of consumers, and the brand should be used to improve the customer's wearing experience in pursuit of technology and fashion.

Considering the difference between the north and the south, in addition to specific products for the region, the version also distinguishes the south from the north. Even with the Y version, the north and South regions are slightly different. Try to develop in accordance with the needs of different consumer groups and different occasions, so as to make YOUNGOR products more humane. This year's newly launched elastic waist trousers, using special technology to make waist head has 2 centimeters of stretch elasticity, so that whether the wearer wears warm underwear in winter, or a slight change in weight, will not affect the comfort of trousers. This is also a new patent that YOUNGOR trousers have just acquired on the waist reform.

Functional products are the most technical signs of YOUNGOR brand. This year, these products will be more abundant. Take trousers products as an example, this year, the proportion of functional products has increased to 1/3, including DP ironing, machine washable wool trousers, anti wrinkle trousers and other products, which greatly enriched the choice of business people.

Unlike previous years, as a production enterprise, the shirt factory also has more than 120 shirts designed and developed at the ordering site, the design product of the same studio. Since last year, the Development Committee of the shirts has advocated the idea of "everyone is a research and development participant". The factory and studio participate in product development and strive to form a positive complement. Shen Julan, a staff member of the R & D team of the shirt factory, said: "we are also more concerned about the order of our products, because after all, the design and production standards are different, and this is an attempt for the factory." Chen Luyi, who works with her development department, took a small notebook with him, noting all kinds of key points. She said, "just now a Jinhua company employee has suggested that the color of a shirt leader is not resistant to dirty. This style has been sold very well recently, and making changes may be more popular." Attention to such small details can make their work better.

Nowadays, consumers prefer leisure style products. At the order meeting, more than ten casual style washing shirts have attracted many people's attention. Shen Julan, the factory, said: "these products are very outdoors and very relaxing, and this effect is not yet available in factories in China." After washing, the products are comfortable and rich in appearance. In the new season of trousers products, the proportion of this kind of washed products has increased correspondingly. At present, YOUNGOR is negotiating with Italy enterprises to build a water washing plant. Later such leisure products will be more and more in the YOUNGOR product sequence.

An experienced ordering clerk from the northern company said that when consumers choose clothes, they usually look at the version first, and then consider the factors such as color and quality. From the new classic series, more and more thin version is available. Although the whole design is based on simple design, there are many fashion elements in it. "Wedding series dress has been stitching with different fabrics, and the sleeves, necklines and front and rear pieces all have texture changes." Zheng Yuanyuan, the YOUNGOR studio suit group, said: "the segmentation and mosaic of different materials in the new classic design can reflect the trend of being younger and more sophisticated. Today's YOUNGOR suits give young consumers more choices, and this is also the heritage of consumers in different ages.

Fashion is a kind of amorous feelings. He Shengrong, a jacket designer, introduced a lightweight duvet garment, which looked lighter and coloring. The thinner product was more suitable for the southern winter. This year, they made their products as a key recommendation product, and how many styles are suitable for matching sweaters and shirts. In addition, this year's popular fabric mosaic method is also seen everywhere in jacket products.

The difference is that sweater products pay more attention to the continuity of products. Xu Qiong, the studio, said: "the sales rate of the basic products of sweater products has been the highest, so we focus on core categories in the development. The basic styles are concise and colorful, and fashionable elements are integrated into the popular elements. For example, there are removable coats in the new products, the interior fabric is also designed to keep warm, and the design elements of some jackets, needle prism and so on are used."

"This year we noticed the change of the suit pattern, and the shirt also introduced a theme, hoping to contribute to the overall promotion." A marketer said that ordering under the pressure of data targets is a difficult task. Considering the needs of consumers, inventory structure and sales and marketing situation, the overall linkage of the industrial chain is making it simple. Before ordering, three brands, YOUNGOR, GY and HSM, respectively made a trade description meeting, and did a good job in ordering. In the future, they could increase efficiency and increase sales.

[Channel]

For the electricity supplier, YOUNGOR has to explore, the key is how to integrate the online network. If YOUNGOR's more than 2000 stores and special offices are moving, this is super energy.

Optimizing channels is the top priority.

In early 2013, a report on YOUNGOR electric shock triggered by Zhejiang satellite TV attracted a lot of attention. The first step of channel optimization has already taken place. YOUNGOR set up the Ministry of electronic commerce, trying to upgrade the YOUNGOR brand through the Internet, affecting the younger generation of consumers, and actively explore the combination of more than 2000 entity outlets with the Internet. Another change in the channel is the establishment of the group buying franchise Department, which has adjusted the proportion of group buying and licensing from 20% to 30%.

At the beginning of the marketing conference, chairman Li Rucheng introduced the work idea of optimizing the channel. He said that the steady development of YOUNGOR over the past 30 years has benefited from the establishment of a relatively stable and self controlled marketing channel. Now, the commercial channel itself has undergone profound changes. The impact of these three aspects on the traditional channels is worth considering because of the profound changes in the business channel, the increase of rent, the increase of salesmen's wages and the popularity of online sales. To this end, YOUNGOR's four main channels should be adjusted at the right time.

The first is shopping malls, and we must work together with the shopping malls to tide over the difficulties. Physical shopping can bring emotional enjoyment, not only to get a product that you are satisfied with, but also to experience communication between people. The development of urbanization will bring more room for development, and there will be unlimited business opportunities in large shopping centers. The second is the exclusive store. YOUNGOR's store is not only a sales center, but also a service center and advertising platform. It is hoped that the general managers and regional managers of the regional companies will go to a special store to study how to turn YOUNGOR's stores from negative benefits to positive ones, and strive to turn losses into profits. In addition, Li put forward the integration of shopping malls, self owned stores, concessions and group buying to form a marketing channel with YOUNGOR characteristics.

Li said in his speech: "with the acceleration of urbanization and the increase of ordinary people's income, YOUNGOR has great room for development. Now the state puts forward the new four modernizations: industrialization, informationization, agricultural modernization and urbanization, which are all favorable factors for us. The reason why European brands become bigger and bigger depends on information technology and product development. In the new year, we need to strengthen product research and development. As long as the product is right and the channel is optimized, YOUNGOR will have a lot of room to grow. "

This professional clothing Fair has sent more than 5000 messages to hundreds of authoritative, professional media and exhibitions, covering over 200 thousand professional readers and professional buyers. The profession conveys the latest trend to the enterprise, creating the newest and most popular exhibition and win-win platform for consumers and purchasers.

More attention can be paid to the first exhibition of Southern China professional wear.

1. we can pay attention to us by looking for "the first exhibition of Southern China professional wear" through the public address.

2. directly enter "gzzyzzl" in the search bar to pay attention to us.

3. sweep the following two-dimensional code.

Details can be found at the official website of the exhibition. Http://www.gzoce.com/