Li Rucheng: YOUNGOR Will Return To Its Main Business

Clothing industry in the past few years by the impact of the electricity supplier, a large area of offline shops closed down, after years of brutal growth, the clothing industry return to reason, as long as the clothing store can make money, the era is gone, consumer upgrading led to the transformation of the garment industry, the low-end market was captured by the electricity supplier, the high-end market ushered in the spring, the middle information network data show: the high-end brand line revenue. Accounting for over 80%, small and refined high-end high-end market relies on brand promotion, contrarian growth, become the object of consumers' favor.

All along, Western-style clothes are the business personage standard, the unique consumption attribute, even under the impact of the electricity supplier, still maintained 10% years growth rate, the traditional official suit space gradually narrowed, the leisure suit becomes the industry trend, the western-style clothes as the clothing subdivision domain, distinguishes from other industries, the brand influence dispersal, the YOUNGOR, Goldlion, the Playboy and so on the top ten brand market occupies. The rate is less than 26%, and YOUNGOR takes the 6.94% share as the first. Who can imagine that YOUNGOR has gone through a long adventure trip and almost let the enterprise go to the bottom.

In 1951, Li Rucheng was born in Shanghai, where his family was superior. He was carefree from childhood. When he was 7 years old, the family changed to a situation in Shanghai. In order to make a living, the family put up straw sandals and cattle for others, earning a few cents to subsidize their families. After 3 years, their parents died, and their 4 brothers and sisters became orphans. 5 years later, he came to the village of Jindu to feed his brother for 15 years.

In 1980, he got the chance to enter the youth garment factory. The humble workshop was set up by 20 thousand yuan educated youth settlement fee. Only 4 sewing machines, rulers and tables were pieced together, mainly producing small vests for vest and shorts in the state-run garment factories. He cherished this opportunity. At the very beginning, he could do nothing but sweep the floor.

A few months later, more than a dozen educated youth left, and he had the opportunity to contact the sewing machine. He didn't think he studied very fast, and soon became a leader of the cutting team. Unexpectedly, the market shock and the garment factory went bankrupt. He personally ran the business, took back orders, saved the factory, and then joined a garment factory in Shanghai to gain management experience and venture capital. He also became a factory director. 。

In 1990, he was a small success in the shirt industry. He founded YOUNGOR (YOUNGOR) through a joint venture. He has technical, experience and financial support. He started the road of expansion. Starting from Ningbo, he set up business department in all parts of the country in a short time. He asked the star Kris Phillips to make a speech. The company was restructured into a joint-stock company. More than 60%, thanks to broaden his horizons, he attaches great importance to science and technology, has introduced HP ironing process, nano VP non ironing technology, ERP management system, production system, etc., in 1998, the company listed, market capitalization of more than 600 million yuan.

The investment made him taste the sweetness and diversified industries formed. Before the company was listed, he began to develop real estate in Ningbo, Suzhou and other places. She invested in Ningbo commercial bank, CITIC Securities, Haitong Securities, and Yi Ke Technology and many other enterprises. Through a series of investments, 5 years, 300 million investment earned 18 billion. Li Cheng sighed for making clothes for 30 years to earn so much money. In 2008, when the financial crisis came, let YOUNGOR. Caught off guard, the stock market plummeted. Haitong Securities only lost more than 1 billion days in a few days. Real estate did not see profits in the short term, and investment losses were 1 billion 317 million yuan at the end of the year.

The crisis has not yet ended. The real estate market has begun to regulate and control. He can only close up funds, reduce stocks, sell real estate, rely on clothing income, make up for losses, adjust industries continuously, and achieve net profit by 1 billion 420 million in 2014. After that, the stock market has recovered. He once again took the initiative to spend 16 billion 100 million on holdings of CITIC Securities. Unexpectedly, CITIC began to plummet, from HK $15.6 to a minimum of 10.02. The Hong Kong dollar has lost more than 7 billion yuan in CITIC only two years.

Ten years of investment eventually returned to the main business. Investing in YOUNGOR assets has doubled over the years, and as property and stock markets have cooled down, he has chosen to return to the clothing industry, build new YOUNGOR from raw materials, technology and brand services, hire Armani top designers, build intelligent technology plants, and create HANP brand, with Ma as the core, and products cover home, clothing, home furnishing and other fields.

In 2018, the total revenue of YOUNGOR group reached 87 billion 900 million, the total profit was 5 billion 400 million yuan, and the market value of YOUNGOR clothing was 33 billion 400 million. He sold the straw shoes to make the suit king, 5 years, paid 300 million to earn 18 billion, and did not work for a loss of 7 billion. For the future, Li Rucheng said: "in the next 10 years, YOUNGOR will take the lead in the industry, and vigorously promote the hemp".