Stepping Into The Main Business: YOUNGOR'S New Fashions And 80'S Handshake And 90'S Say Hello

Wear the lion king to see the lion king. With the real lion edition of Lion King released in July 12th, the IP series of "Lion King" jointly launched by men's clothing and YOUNGOR went on the market.

It is understood that this is the first time in YOUNGOR history to cooperate with IP. And what do you think of this old men's clothing? Dad's shirts, suits... In fact, in the face of changes in current consumption, YOUNGOR is trying to change this traditional impression, trying to talk with the Post-80's hands and "Say Hello" after 90's.

　　 Towards world-class fashion groups

I remember three years ago, Li Rucheng, chairman of YOUNGOR, once said, "it takes five years to rebuild a YOUNGOR". Now, the timetable is more than half, and we can clearly feel that YOUNGOR has undergone some subtle changes.

From the cooperation with five top world fabric manufacturers, we launched the YOUNGOR intelligent factory last year to build the most advanced digital suit workshop in Asia and build a smart sales platform to connect online and offline. At the beginning of this year, we joined the A100 strategic plan of Ali, and the two sides began to cooperate fully from three main lines of business, technology and intelligence, and 5 this year. Signed a strategic cooperation agreement with Shan Shan in June, opened the first "workshop shop" in Hangzhou, and plans to open a new fashion experience hall in the year.

In response, Hu Ganggao, executive deputy general manager of YOUNGOR group, said that the biggest change in YOUNGOR over the past year was to return to the main industry and insist on doing a good job in the garment industry. Through this series of adjustments and upgrading, YOUNGOR has also been more determined to become a century old enterprise and create a world brand. The goal is to move towards a world-class fashion group.

Reporters noted that at the shareholders' meeting held in May 20th, YOUNGOR chairman Li Rucheng clearly stated that "the United States has Nike, Germany has Adidas, YOUNGOR also has the strength to become such an international group". Correspondingly, YOUNGOR will carry out a major adjustment of the eleven year long development strategy of "three carriages" for clothing, real estate and investment, and gradually divest the real estate business, liquidation investment business, and focus on the development of the main garment industry.

"In the future, YOUNGOR, a listed company, is a pure garment enterprise." Hu Gang Gao said. According to the reporter's understanding, on the basis of nurturing and developing five brands of YOUNGOR, MAYOR, Hart Schaffner Marx, HANP and CEO, YOUNGOR also intends to acquire some international brands in Europe and America. In the future, YOUNGOR will become an international fashion group dominated by fashion brands.

　　 Explore the advantages of new retail plastic products

In fact, with the increasingly diversified consumption and differentiation, the core competitiveness of YOUNGOR is the complete industrial chain from raw material production, fabric manufacturing, garment processing to terminal sales.

Especially in the development of raw materials, hemp, a green environmental protection material independently developed by YOUNGOR, has built the world's only hemp industry chain after many years of investment and research and development. It not only breaks through many technical bottlenecks restricting the development of hemp industry, but also extends the application of hemp from textile and clothing to home decoration, sheet metal and other fields.

And the manufacturing advantage of this product is also reflected in YOUNGOR's first "workshop shop". According to Wang Qing, the brand director of YOUNGOR fashion department, the name "workshop shop" was originally used to highlight YOUNGOR's exquisite workmanship in product manufacturing and the high cost performance advantage brought by the whole industry chain production.

As we all know, YOUNGOR starts with the production of traditional business clothes, compared with other brands in the fashion trend and popularity speed control, the biggest competitiveness of "workshop" is embodied in the technology and connotation of products. "Whether it is product design, version, or fabric, craft, etc., YOUNGOR is in a sincere heart, with high quality products to create the price of close to the people to attract and retain consumers." Wang Qing said.

Distinguished from previous YOUNGOR's traditional stores, the first shop YOUNGOR&SPACE of "workshop shop" is located in recent years, which is popular with the "80's" and "90's" favored shopping mall. It integrates space, exhibition and experience as an integral whole, trying to create a new platform for consumption experience.

For example, the products designed for shopping centers include men's wear, women's wear, and Gao Ding series, including YOUNGOR's YOUNGOR, MAYOR, Hart Schaffner Marx, hemp family, and women's clothing brand YOUNGOR LADY. In particular, in order to provide the most expensive business attire for young consumers who enter the workplace, YOUNGOR also has the corresponding dress code for various business occasions to facilitate consumers' choice.

At the same time, with the construction of YOUNGOR intelligent platform to open up the online and offline channels, consumers can choose online offline stores to try on fitting clothes, and deliver products online to the home online, or online ordering.

It is understood that so far, YOUNGOR has opened 5 "workshop shops" in Hangzhou and Shanghai. With its exploration and practice of effective operation mode in the new retail market, the follow-up will expand more widely.

　　 Embrace IP young people.

Not only products, channels, brand recognition, YOUNGOR also want to change the traditional impression, fashionable transformation to attract more attention from "post-80s" and "post-90s", such as the first cooperation with Disney for the Lion King products.

"In the past long time, with the influx of international brands and the high-end of their brands, young people have a clear understanding of their brand choices. Through the joint attempt of IP, the combination of more fresh products and higher cost performance will enable more people to walk into YOUNGOR and enter the workshop."

Turning to this IP cooperation attempt, YOUNGOR apparel holding market operation manager Feng Jia Hao said that YOUNGOR is making products, and the biggest advantage is product. In recent years, in recent years, the economic effect of fans driven by the new consumption main force has been increasing. Integrating high quality products with high popularity IP and integrating IP characteristics into product design can not only bring about effective sales transformation, but also get a lot of fans' favor and enrich the brand image. At the same time, the brand new impression is implanted into the younger generation.

To this end, after deciding to use IP to play together, YOUNGOR was also very cautious about the choice of many IP. After careful selection, it finally saw many of the classics of "post-80s" and "post-90s" - the lion king, one of Disney's masterpieces. In Feng's home, the "love" and "growth" emphasized in the story's core are very much in line with the brand spirit of YOUNGOR. As people's consumption of clothing gradually shifts from single product function to spiritual needs, and more attention to design, culture and other personalized choices, YOUNGOR will launch other IP cooperation products in the future, and continuously improve young products through product + culture + experience. Consumer recognition of YOUNGOR brand and resonance. Author: LAN LAN