Online Layout Of The Whole Line To Expand The Market Line, YOUNGOR Ready To Run Out Of A New Posture

"Revenue is close to recovery." Li Rucheng, chairman of YOUNGOR building in Ningbo, sent a report from the folder to reporters. The report shows that YOUNGOR's clothing sales have recovered well since May, and sales ended at the end of May, unchanged from the same period last year. "It has climbed out of the pit", "YOUNGOR."

When the passenger flow is reduced and sales are severely damaged, how can clothing elder brother withstand pressure and develop against the influence of the new crown pneumonia epidemic? YOUNGOR, a 41 year old Chinese men's wear leading enterprise, answered the question with practical action.

In February, Li Rucheng took the goods from WeChat's "friend circle" to the online marketing of the whole staff. From the invitation of traffic stars to the workshop, and then to the May 1 holiday, 6 flagship stores were opened at the same time in 4 provinces of the country, and YOUNGOR ran out of "acceleration" in adversity.

Online live broadcast

Recently, a "Chinese shirt" online fashion sharing campaign is being broadcast at YOUNGOR 001 fashion experience hall, Yin Xian Avenue, Haishu District, Ningbo. Just when the anchor was in full swing, Li Rucheng came to the scene quietly. "Every time I live with the goods, I will be there. When I cheer on my little friends, it is also a kind of self study and self improvement."

A few hours later, the end of the live broadcast, "War newspaper": 8 million 590 thousand yuan! More than a year's sales of an ordinary shop.

Live broadcast is YOUNGOR's plan to save itself from the trauma of the epidemic.

"This epidemic has a huge impact on YOUNGOR." Li Rucheng told reporters that after the outbreak, YOUNGOR once closed all more than 2000 self operated stores, and sales were hit hard.

You must not sit still. YOUNGOR rapid group set up a live team, after half a month of distribution and accumulation of customers, finally opened the first online live broadcast in March 7th, got over 330 thousand people to watch, and sales volume exceeded 5 million yuan at one go. After having tasted the sweetness, YOUNGOR started the live broadcast frequency of almost "one Monday place", and tried to attract visitors to various sources. In April 11th, YOUNGOR invited the brand ambassador, Xiong Ziqi, to bring the goods to live, and saw more than one million people, which led to a breakthrough of 11 million 610 thousand yuan in the sales of the whole network. In April 25th, there was no other way out. Sales of words rose to 16 million 850 thousand yuan.

"Now my daughter and grandchildren have been broadcast live, and I will try to find opportunities." Li Rucheng revealed.

All staff marketing, to tide over difficulties.

"One day, the highest selling of five or six single, I still calculate the newly launched marketing rookie, can only be ranked in the company's lower level. A strong colleague can have sales of more than ten million yuan a day. Fang Yamei, an ordinary employee in YOUNGOR's executive office, opened the mobile phone applet to show the latest ranking of YOUNGOR's "full staff marketing".

"My post was never sold before, and during this time, my mind has always sold for the company." Fang Yamei said that it is practical to do something to tide over the difficulties with the company.

In February 13th, Li Rucheng held a video conference of 10000 people, telling employees: "all staff should learn online sales skills on the basis of doing epidemic prevention work well." As a result, YOUNGOR headquarters twenty thousand employees, regardless of age, regardless of departments, have joined the "full marketing" war.

"There is a discount for down jacket. Just buy it this season. Hold on!" "Yes, look for my ticket, kiss!" Now, from YOUNGOR to management, from the bottom to the front line, the production staff will strive to sell products by releasing "friends circle", establishing WeChat group, soliciting customers into the live broadcast room, etc. For nearly 70 years, Li Rucheng also started a small business, in the "friends circle" release product photos and related small program code.

"My own weekly revenue is about 200000 yuan. Selling the most expensive goods is a set of 18 thousand and 800 yuan silk flax four piece sets. Li Rucheng joyfully revealed that the "full staff marketing" most of the day's performance broke through tens of millions of yuan. "From zero to tens of millions of dollars is not only a surge in data, but also a habit of active contact with consumers with the whole staff going to the cloud."

"The epidemic has forced YOUNGOR to further speed up its digital transformation, bringing new opportunities to the company." Li Rucheng said frankly that YOUNGOR has been pushing for more than 10 years, but has been a "brand of Han Ma Shi" brand. It has passed over 50 million yuan in the first 4 months of this year. "Full staff marketing" has led more people to understand the world's only hemp whole industrial chain.

In June 6th alone, the live broadcast of YOUNGOR's "hemp healthy life festival" attracted 92 thousand people to watch, driving sales of 9 million 270 thousand yuan.

Let's start a small business.

In early May, YOUNGOR released another "big move" - 6 stores in 4 provinces, including Fujian and Anhui. Online flowering, a song of triumph, why do we return to the "old road" of the lower berth shop?

The epidemic will pass away, and we must not neglect it. The practice of setting up a shop against the potential seems risky, but in reality it is deliberate, so as to adapt to the market's favorable layout after the epidemic.

"In fact, there are two layers of meaning for YOUNGOR to open shop again." Li Ru Cheng said.

On the one hand, the survival of the fittest is zero. It turned out that while YOUNGOR was opening flagship stores, it was also accelerating the closure of a small shop with an annual turnover of less than 1 million yuan or even a loss.

On the other hand, we should expand and optimize ourselves. Of the 6 flagship stores that have just started, 3 are shopping malls and two are shopping center shops, each of which has nearly 600 square meters of pavements in prominent locations. The remaining one covers an area of 2400 square meters, and YOUNGOR chooses to keep it. "The super large shop in Shenzhen trial business, we have a facade of up to 150 meters, very gas field." Li Ru Cheng said.

Offline sales, not only in the store sales side, but also in the factory production end. Hu Ganggao, executive deputy general manager of YOUNGOR group, said that since the resumption of work, the intelligent factory of YOUNGOR shirt intelligent chemical plant has been put into operation, and the intelligent factory of fashion (jacket, knitted sweater, etc.) will also be launched soon, so as to further improve the level of intelligent production of clothing. On this basis, YOUNGOR is exploring the integration of "5G+ Internet" into intelligent manufacturing, applying cloud computing, big data, cloud computing, edge computing, Internet of things, artificial intelligence and other cutting-edge technologies to YOUNGOR intelligent manufacturing, and promoting business, data and communication all in line.

"While the epidemic brought YOUNGOR to a brief halt, it also gave us time to make up for yesterday's shortcomings and solve today's difficulties and make good reforms for the future." Li Cheng Cheng said that only in this way can we truly cultivate new machines and start a new business.