Local Men'S Wear YOUNGOR'S "Children'S Clothing Industry" Continues To Strengthen Marketing Platform Construction.

Reporters here from Youngor Published in the first quarter 2017 earnings report, the first quarter of this year, YOUNGOR brand clothing plate business income of 1 billion 192 million 477 thousand and 700 yuan, an increase of 14.43% over the same period last year, and OEM and other businesses to achieve net profit of 219 million 74 thousand and 300 yuan, an increase of 5.17% over the same period last year.

As of the end of the reporting period, the company had 3 million 26 thousand and 800 members of the whole brand, 168 thousand and 500 more people than the beginning of the year, and at the end of the reporting period, the number of sales outlets was 2454, and the business area was 380 thousand and 300 square meters, including 571 self operated outlets, sales area of 164 thousand and 500 square meters, sales revenue accounted for 38.18%, shopping mall 1449, business area 159 thousand and 200 square meters, income accounted for 45.50%, shopping center network 106, business area of 106 square meters, sales revenue accounted for the ratio; sales of the authorized outlets, the business area of square meters, and the total sales volume of group buying business were accounted for.

YOUNGOR said that the company has a wealth of product structure, has formed a multi product, multi brand strategic synergy business structure, has formed a YOUNGOR, HartSchaffnerMarx, MAYOR as the representative of the diversified brand development strategy, has built across the middle and high-end, Gao Duanding system and hemp varieties, multi-level, serialized product structure system, and explore the introduction of children's clothing products, to provide customers with a more comprehensive experience.

In 2009, YOUNGOR formally implemented the brand strategy of "one principal and many deputy". The brand family was dominated by the YOUNGOR brand founded in 1979, and the new young brand GY and volume customization brand MAYOR were set up. In 2015, they tried to operate YOUNGORWOMAN and YOUNGORKIDS, explored the market of women's clothing and children's wear, represented HartSchaffnerMarx of the American urban leisure style and completed the acquisition of their trademark in China by 2014. The original HANP brand with green hemp as raw material, and continuously improved the gradient, differentiated and complementary brand system to meet the increasingly diversified and personalized consumption demand.

Insiders say here that China Children's wear market The scale is close to 150 billion yuan, maintaining a high degree of popularity in the clothing sub sectors. Compared with adult casual wear, children's clothing is easier to form brand advantages and barriers. But compared with the European and American countries, the market concentration of children's clothing in China needs to be further improved. YOUNGOR has rich experience in clothing industry management and resources advantages of deep tillage industry. Once we cut into the field of children's clothing, we can further expand the company's new growth point, and the industry should pay attention to it.

Xue Yuan, an analyst with CITIC Securities, said that the benefits of "comprehensive two child" policy and the upgrading of consumption structure and other multiple dividends, China's children's clothing industry boom is higher than other clothing subdivision industry, to maintain a relatively fast growth. According to Euromonitor, the size of China's children's clothing market in 2016 was about 145 billion yuan, an increase of about 6.5%, and the compound growth rate of 2016-2020 years was about 9%. In recent years, the proportion of infant children's clothing market has been increasing year by year. According to Euromonitor, CR10 increased from 7.8% in 2010 to 12.2% in 2016. But there is still much room for improvement compared with the level of the top ten brands of 37%/23% in the US and UK.

YOUNGOR has also planned that the domestic sales revenue of the brand clothing business in 2017 will be increased by 10%-15% over the same period last year.

(1) continue to strengthen the construction of marketing platform: plan to invest 20-30 billion yuan in 2017 (some of which come from non-public offering funds), and resolutely push forward the big store strategy, accelerate the entry into new shopping formats such as high volume shopping centers, and create VIP service center, O2O experience center and fashion culture communication center through optimizing the allocation of resources and upgrading the experience environment.

(2) start the high-end intelligent manufacturing project: the plan accumulative total investment of 800 million yuan. With the technology of big data analysis, AR and intelligent manufacturing, we will build large-scale mass customization factories in Ningbo production base. We will form our own core technology in the mass customization of all channels, meet the consumers' personalized functions and experience needs, and promote the spanformation of traditional production to C2B/C2M mode.

(3) in depth implementation of SPA store operation projects: to expand the breadth and depth of SPA pilot projects in the context of Zhejiang region, and explore comprehensive reforms in the implementation of internal management and performance appraisal, and jointly promote the upgrading of store image, experience environment, value-added services and profitability, helping YOUNGOR's spanformation and upgrading.

(4) to strengthen the development and input of new products and new materials: introduce trial marketing system, accelerate the speed and intensity of new product development, trial marketing and put into the market; carry out performance appraisal, improve the proportion of self development and self production, make full use of the advantages of supply chain, develop products that are suitable for different regions, and make bigger and stronger dominant categories.

(5) continue to expand member recruitment, enhance stickiness and activity: optimize and upgrade CRM system, combine super guide shopping and WeChat platform to collect more members' information, dig out the purchasing preferences, behavior characteristics and potential needs of members in depth, provide precise marketing and personalized value-added services to members, and promote them in reverse direction. product design The innovation of service experience.

For more information, please pay attention to the world clothing shoe and hat net information report.