Li Rucheng Has To Rebuild A YOUNGOR In 5 Years, Not "National Men'S Clothing" Or "All Men'S Wear".

"5 years to rebuild a YOUNGOR", this is

Li Rucheng, chairman of the group, has announced more than half a year. He hopes to rebuild the brand advantage, implement the supply side reform, pform the business mode, and let the main business run and build a century old enterprise.

This declaration has established the direction of development for YOUNGOR in the next 5 years.

In the blueprint of "reinventing a YOUNGOR in 5 years", YOUNGOR will reshape it.

The advantage is placed in the first place, which extends the YOUNGOR's consistent complex for the Centennial brand.

Restart the Silk Road and build the MAYOR brand with the world

In order to draw this blueprint, YOUNGOR first made breakthroughs in the field of high-end garment making and customization, and put forward the strategy of "restarting the Silk Road and building the MAYOR brand with the world" on the basis of the "one belt and one road" initiative launched by the state.

YOUNGOR has set up a new market for managers of MAYOR brand.

Since last year's launch of the MAYOR brand at the Ningbo International Fashion Festival, MAYOR has been the top 5 in the world.

Cooperate.

In July this year, at the end of the maritime Silk Road, Milan, Italy, on the banks of Como lake, Milan, YOUNGOR joined hands with ERMENEGILDO ZEGNA, Zegna PIANA, Cerruti 1881 (CERRUTI 1881), Albany (ALBINI), and the 6 global textile and apparel giants such as Arum (ALUMO), Switzerland, to issue a proposal to share the global fashion ecology circle.

"This event enables YOUNGOR to build a MAYOR based cooperation with the world, and further realize the MAYOR brand is jointly operated by 6 brands, which is of great significance."

Hu Gang Gao, general manager of YOUNGOR fashion Holding Co., told the reporters, "first of all, 3 of these enterprises are Western-style fabric brand dealers, and 2 are shirt fabric brands. Among them, 1 are in Switzerland, and the remaining 4 are in Italy, all around Milan, the fashion capital.

Secondly, the Como Lake in Milan, Italy, is the last distributing center of the Silk Road to Europe, and has important historical significance.

Once again, MAYOR hopes to make the product start again with the combination of top fabrics and made in China.

From the recent YOUNGOR 2018 spring and summer ordering meeting, the MAYOR brand has received more attention.

According to the insiders, the MAYOR brand will gradually replace the European and American luxury brands, which are selling rapidly in the Chinese market, and create the real top Chinese brands.

Hu Ganggao also told reporters that YOUNGOR will hold a large conference in the Great Hall of the people in Beijing in October. The theme is 6 brands jointly build MAYOR - "Como declaration Beijing release" to make MAYOR brand soaring.

Building a matrix and reorganizing the operation strategy

While helping MAYOR brand take off quickly, YOUNGOR has been keenly aware of the importance of young consumers to enterprise development.

In the upcoming twenty-first Ningbo international clothing festival, YOUNGOR will launch the classic American brand Hart Schaffner (Hart Schaffner Marx).

Hart Marx brand director Zheng Yihong told reporters in detail the history and development of the brand: "Hart Marx brand was born in Chicago in 1887, has a history of 130 years.

This classic American brand represents a gentlemanly image and elegant way of dressing. It represents an aggressive, disciplined and full life attitude and has become one of the favorite brands of successful people.

In the past 130 years, it has strongly interpreted the clothing politics. From the political arena, the sports circle to the Hollywood, many "American celebrities" are loyal customers in history.

For example, former US President Obama wore the custom suit of Hart and Marx at the inauguration ceremony in 2009.

During the 130 years of development, Hart Marx brand has always adhered to its quality, and has been exploring the spirit and spirit of innovation. It has created numerous first in the industry.

For example, it is the first Western-style clothing company to offer proportional balance based on the basic body. It is the first Western-style clothing company to produce lightweight fabrics. It is the first Western-style clothing company that used zippers on trousers. It is the first clothing manufacturer in the United States to establish fabric testing laboratory.

Hart Marx brand has been leading the way from traditional suits to leisure suits and casual casual wear.

This is very consistent with the brand development concept of YOUNGOR, the leading garment industry in China for a long time.

As early as 2007, YOUNGOR group became the Licensor of Hart Marx global authorized independent brand, and also the only Licensor in mainland China and Hongkong, China and Macao region.

In 2014, YOUNGOR Group acquired the brand management rights of Hart and Marx in mainland China, Hongkong and Macao.

In order to make Chinese consumers truly feel the "temperature" of Hart and Marx, YOUNGOR has recombed it.

First, in the Chinese market, the American style of business and leisure is the main form, reflecting the American style. It extends the tradition of 100 years and perfectly interprets the image of the elite. The two is to integrate into the outdoor elements and advocate a more comfortable and relaxed way of dressing. The three is to place the main age group between 30 years old and ~50 years old.

"These customer groups are rich in social experience, adequate cultural literacy, and pursue free and leisure quality of life."

Zheng Yihong said that at present, the main product of the brand is men's clothing, and the women's clothing series will also be considered in the future.

Up to now, the Hart Marx brand has opened more than 300 stores in a second tier city with annual retail sales exceeding 500 million yuan.

In the next 3~5 years, the retail sales of the brand will exceed 1 billion yuan.

38 years of enterprise development not only made YOUNGOR accumulate strong capital, but also laid the foundation for brand building.

In the process of pformation, YOUNGOR has changed from 1 brands to 6 brands, from manufacturers to brand operators, but it will inevitably face problems such as brand positioning, channel operation and so on.

To this end, in terms of brand operation strategy, YOUNGOR continued to adhere to the strategy of "main brand and fine brand", and made new adjustments at the same time, so that the positioning of each brand became clearer and the product style became more prominent.

"First of all, we are doing well in the YOUNGOR brand, and we have to manage Hart, Marx, MAYOR and other brands to better develop. In addition, we have adjusted the brand direction of GY (GREEN YOUNGOR), positioning the brand as YOUNGOR Youth Business series, targeting the young people who have just left the school and cultivating YOUNGOR's future users. The brand of the HANP brand will go the direction of independent brand in the future, and will continue to be promoted in the provincial capital city on the basis of the original market, and it will also be made into hemp yarn and fabric brand.

Second, it will also strengthen negotiations and cooperation with international branding. "

Hu Ganggao said.

In terms of channel development, YOUNGOR is adjusting and changing its chain operation, and dividing it in the reform area. The company will take Zhejiang company as an example to grasp the advantages of Zhejiang's sales so as to realize the true sense of chain and achieve "three reunification".

"Ningbo is a living fossil of the" maritime Silk Road ". At present, YOUNGOR has completed the layout of" one belt and one road ". On the one hand, it is laying out outlets in the whole country. On the other hand, it is along the" one belt and one road "sea and land double line production base, such as Kashi, Chongqing and Northeast China, as well as Vietnam and other countries and regions.

Hu Gang said, "in the first half of this year, YOUNGOR group's brand operation increased steadily, the clothing sector increased by 12.93%, and its profit increased by 15.25%."

Integration of four modernizations and stable pformation of innovation

Last year, Ningbo became the first pilot city of "made in China 2025", and YOUNGOR, as a leader in Ningbo, naturally joined it.

In June this year, YOUNGOR joined the "China garment industry intelligent manufacturing industry alliance".

Since the 90s of last century, YOUNGOR has gradually introduced intelligent devices.

Until now, YOUNGOR is not eager to launch more intelligent equipment. Instead, it has been conducting research for several months, and has made in-depth investigations at many well-known industries at home and abroad.

"We have seen the extraordinary significance of intelligent manufacturing for the garment industry. YOUNGOR hopes to make a completely different intelligent manufacturing, through the data collection and equipment pformation and improvement, to form a new set of intelligent standards for clothing manufacturing, such as 3D volume, etc., to achieve subdivision of the version, improve efficiency, and better meet the needs of consumers."

Said Gao Hu Hu Gang.

Hu Ganggao believes that so far, no software can be directly applied to the clothing industry, which also gives YOUNGOR a room for growth.

As a leader in the clothing industry, YOUNGOR is engaged in intelligent manufacturing not only to purchase a batch of equipment for technological upgrading, but also to interconnect and interconnect equipment so as to link the equipment with the real sense of intelligent manufacturing.

At present, YOUNGOR has put "four modernizations into one" in an important position in the pformation work. The so-called "four modernizations" refer to standardization, automation, informatization and intellectualization.

Among them, "standardization" mainly includes "technical standards" and "work standards"; "automation" focuses on the use of new technology and equipment; "informatization" focuses on the group "front stage", "middle stage" and "backstage"; and "intelligence" focuses on the intelligent pformation of marketing channels.

Hu Ganggao said that in the future YOUNGOR will realize the collection and application of big data, as well as the improvement of the version, so that the mass production and clothing will be more consistent with the Chinese consumer market version, and it can also provide high-end and value-added services for VIP customers.

Consumers can place orders at stores or mobile terminals. Orders will be produced based on data and visualized throughout the whole process.

"The clothing industry is still a sunrise industry. In the face of the current garment industry, YOUNGOR's greatest experience is to adhere to the core competitiveness of the brand itself and go its own way."

Hu Ganggao said.

For the future development of YOUNGOR, Hu Ganggao said: "YOUNGOR has always insisted on doing business men's wear, especially shirts and Western-style clothes, while developing many brands.

At the same time, YOUNGOR is also constantly implementing innovation, and insists on increasing investment in technology and capital. In spring and summer 2018, it will focus on launching the main garment products with ironing function. The products will also have great changes in the detail design of necklines and cuffs.

The brand must be confident. YOUNGOR, as an old brand of 38 years, is full of confidence in the clothing industry. The brand must control the pace of development and do not blindly expand at the same time of development.

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