Opening The Door Of Chinese Market, Yashiwei Continues To Spread The Charm Of Golf

　　1987 At a time when the American golf market was full of vitality, Ashworth was born. It introduced fashion trends into the golf world, and achieved the extraordinary influence of golf fashion. It is a famous golfer's brand.

With golf back in 2016 With the upsurge of the Rio Olympic Games in, China's golf is booming. Ashworth is optimistic about the development of domestic golf industry and consumers' demand for golf fashion clothing. Ashworth has decisively entered the Chinese market and actively participated in the cultivation and development of domestic golf market.

How to open the door to China's golf market? How will China's business be arranged in the future?

　 Yasiwei is full of confidence in serving Chinese consumers

Ashworth is a golf brand founded by a golfer who loves golf. One of its great advantages is having a big golf gene.

Ashworth originated in California, USA. It has changed the previous dress code of golfers to create a "new look of golf". It is committed to developing fashionable, comfortable and functional golf and leisure clothing for men and women. After years of precipitation, yasiway has continued to sponsor large-scale international golf events in the United States. Its professional golf clothes accompany many golf stars to achieve good results in the US PGA open. The professional, fashionable and comfortable uniforms have been unanimously recognized by local golf enthusiasts and players.

Deep into the field of American golf fashion for many years Yashiwei Its influence has gradually spread to the world. As a "global potential market", China naturally attracted Yashi to explore this Oriental hot land. In 1998, yasiwei began to enter the Chinese market and opened offline stores in Hong Kong, Macao and other regions.

With the upsurge brought by the return of golf to the Olympic Games, the 13th five year plan for competitive sports and the guiding opinions on accelerating the development of fitness and leisure industry promulgated by the Chinese government in 2016 included golf in the scope of competitive sports, recognized the essence of golf, and China's golf market began to flourish.

Yasiwei has been paying close attention to the development trend of domestic golf. Through careful research, yashiway understands the huge hidden space of golf industry in the domestic market. It has high plasticity and is full of confidence in the Chinese market.

"The domestic demand for golf apparel industry will have a geometric growth!" Becky Kam, Ashworth brand leader, said.

Under this opportunity, YGM Trading Co., Ltd., a well-known enterprise in Hong Kong, China, formally acquired Ashworth in September 2019, and became the global owner of Ashworth brand, actively promoted yasiwei's business in mainland China and developed its retail network and brand strategy.

　 Combine online and offline to lay out the Chinese market in an all-round way

After 35 years of careful management, yasiwei has developed into one of the world's leading companies Golf clothing brand 。 In the field of clothing market, yasiwei is a medium and high-end golf brand, with a certain popularity. Its material, style and design add fashion and bright flavor to the leisure style of golf and create a distinctive style. It is the best choice for golfers.

Weiya lion is not a stranger to golf fans in China for 20 years. Yashiwei, which has officially entered the Chinese market, has accelerated the pace of development in China and injected a continuous stream of new impetus into the development of China's golf.

In addition, yasiwei continues the functionality and fashion of professional golf apparel, and introduces leisure life series of clothing, which further expands the target consumer group from golfers to business and life demand groups, and strives to push the sports category into urban fashion and integrate into golf clothing.

"In addition to our on course golf series, we also have off course。 Off the course, you can also wear our leisure series to bring Golf into daily life, providing the best choice of clothing for consumers and golfers who pursue life taste. " Ashworth - brand leader Becky Kam said.

In terms of business channels, yasiwei has implemented the online and offline marketing strategy since it became a private brand of YGM in 2019, comprehensively layout the Chinese market and increase market share.

At present, yashiwei's stores are mainly concentrated in major first tier cities in China, such as Shanghai, Guangzhou, Shenzhen, etc. in the coming year, it will continue to develop shopping malls in other first tier cities in China, and has recently successfully settled in Beijing and Shanxi.

According to Ashworth - Becky, brand head Kam said that in the past, guests from other regions could only go on business or travel to Shanghai and Guangdong to buy yasiwei Clothes & Accessories However, with the establishment of stores all over the country and the opening of online shopping malls, customers have reported that it is fast and convenient to buy yasiwei's clothes.

In addition to store expansion, yasiwei is also vigorously developing cooperation with domestic golf course franchised stores, in order to make the brand more accurate to customers who love golf, so as to improve the brand's popularity and turnover. And through sponsoring China Golf Amateur Open, holding large outdoor theme exhibition, outdoor advertising poster display, shopping mall static exhibition, etc., the brand offline exposure is increased.

Due to the rapid and mature development of domestic e-commerce, driven by the epidemic situation, market and consumer demand, the traditional sales mode can no longer meet the needs of customers. In order to improve the service and brand competitiveness, yasiwei expands online sales and promotion channels.

As early as two years ago, yasiwei entered the wechat mall and tmall e-commerce platform, creating wechat app "Ashworth" and tmall mall "Ashworth flagship store", and officially settled in Jingdong in June 2022, fully turning to online and offline integrated sales mode. The sales staff of offline stores actively promote and guide customers to pay attention to the brand public number. With the help of the influence of the micro mall, they can do a good job of offline drainage, gather more fan traffic, and increase the stickiness and purchase rate of fans.

Tmall e-commerce platform converges multiple international markets Luxury brands It has become one of the main channels for Chinese consumers to purchase online, and it is also an important channel to explore and understand brands and products. Yasiwei meticulously creates limited series of limited products, marketing activities, etc. to attract consumers' attention. Through the formulation of relevant contents, yasiwei always maintains communication with consumers.

In addition, the company will continue to promote its products on Weibo, wechat, wechat, etc.

As for the online layout, yasiwei will set up a shaking tone platform for brand display and live broadcast to further expand its brand influence. "We are constantly learning, we are optimistic about expanding the ability of e-commerce, and are confident to continue to grow!" Referring to online e-commerce, Ashworth - brand leader Becky Kam said.

　　 Yasiwei adheres to the younger route and continues to promote the development of golf

In 2017, the Golf Association released the draft for Soliciting Opinions on the 13th five year plan for the development of golf, proposing to achieve the goal of 30 million Golf participants and 20 million youth participants during the 13th Five Year Plan period.

At present, golf is becoming more and more young, and the proportion of Teenagers Participating in golf is increasing. In order to adapt to the trend of the times, yasiwei continues to sponsor the clothing for young players to play golf, as well as some domestic professional young players.

China Amateur Open golf tournament is one of the most popular golf matches in China. The tournament spans all provinces and cities and holds tournaments in different cities. In order to promote the development of golf in China, yasiwei has sponsored the Amateur Open of golf in China since 2021.

Besides sponsoring golf games, Yashiwei Pay more attention to the quality of products, functionality, clothing design, in these aspects of enough hard work. Yasiwei's products closely follow the trend of youth and take the route of rejuvenation, in order to create high-quality products that are more suitable for contemporary young people and golf enthusiasts, so as to increase the brand's share in the domestic market.

At present, yasiwei's brand awareness and popularity have been significantly improved. The public number and online store's attention collection volume have increased by 30% on average. Since then, yasiwei will continue to increase its promotion efforts, so that more young customers who like golf and love fashion clothes will enjoy yasiwei.