YOUNGOR's Top Six Brands: Transformation From Production Manufacturers To Brand Operators

From 19 to 23 October, the fifteenth Ningbo International Fashion Festival was held as scheduled. Many fashion brands were exhibiting to show the latest fashion trend. As a famous clothing market in China, Ningbo has 20 famous Chinese products and 25 well-known trademarks in China. It has formed a bright "Ningbo outfit" business card. At this exhibition, the most notable concern is the high-profile appearance of YOUNGOR, the leader of "Ningbo outfit".

Six brands independently unveiled

At the 1 exhibition hall of Ningbo International Convention and Exhibition Center, YOUNGOR's six major brands are displayed separately. A long corridor runs through the quadrangular exhibition hall from the arch arches with striking dragon marks. The YOUNGOR, MAYOR, GY, CEO and HANP, Hart Schaffner Marx are arranged on both sides of the East and West. The 6 exhibition covers a total area of 900 square meters, which is close to half of the 1 Pavilion.

Xu Qigang, general manager of YOUNGOR group Limited by Share Ltd, told reporters that the implementation of multi brand strategy in the past two years, YOUNGOR changed the practice of borrowing the "external brain" design in the past, began to train its own designers, set up 6 studios, and launched a series of subdivision brands for different market segments. In addition to the main brand YOUNGOR, it also launched GY, hemp family for young employees, the brand CEO that was acquired after the acquisition of Hongkong new Malaysia, the brand MAYOR for public servants, and the Hart Schaffner Marx brand introduced from the United States. After two years of accumulation, the six major brands have formed distinct brand positioning and outstanding product styles.

Different brand positioning has created different Pavilion styles. According to the staff of YOUNGOR planning department, this year's pavilion design has fully played the initiative of the brand studios, and the theme of each pavilion is dominated by brand designers.

　　蓝标工作室推出的YOUNGOR品牌体验馆，以“成功男士的一周”为主题，通过橱窗布置，情景再现了男士正装、商务休闲和商旅休闲等着装典范;新兴事业部的MAYOR品牌，以高端私人会所的形式，展现了低调奢华的品牌内涵;而新兴事业部所辖的另一个品牌CEO，则以阳光、大海为主基调，展现了其所代表的英伦户外海岸风情;GY工作室呈现的品牌体验馆以黑、白、灰为主基调，以全金属材质构筑了年轻的概念世界;汉麻世家倾情推出的HANP体验馆则以清新和淡雅吸引着人们的视线，顶上垂挂而下的麻秆以疏密有致的排列方式出现在参观者眼前，让他们得以一睹汉麻的质朴本真;HSM工作室构思的Hart Schaffner Marx体验馆则洋溢着浓郁的都市田园风情，昭示着它的美式休闲印记和品牌血统。

Many customers who came to see the exhibition were curious about YOUNGOR's brand phalanx, and the 6 pavilions were besieged. Concerned about YOUNGOR's products for many years, they are accustomed to the shirt suit. They feel very fresh about the new product design and brand connotation.

　 "One change six" is the purpose of "all stars to win the moon".

In people's traditional impression, YOUNGOR seems to rely on single brand to compete in the world, covering all the consumer groups with a single brand, and concentrating on transmitting the high-end brand image of YOUNGOR to people. Indeed, YOUNGOR, founded in 1979, has been committed to developing a YOUNGOR brand for 30 years until 2009.

However, with the development of the times, fashion consumption demands gradually pursue individuation. Different age groups and different categories of consumer groups begin to have diversified demands. YOUNGOR's big brother in the clothing industry began to feel the pressure of the market.

Li Rugang, vice chairman of YOUNGOR group Limited by Share Ltd, admits that it is too difficult to make the national market by relying on only one brand. For example, some of the consumer groups in the first tier cities tend to choose higher priced foreign brands, but in some two or three tier cities they are not accepted because of the high price. In recent years, "high failure or low quality" has become a thorny problem for brands.

To the outside world, the situation is even more grim. "The main brand of YOUNGOR has entered the crisis period." Yuan Yue, chairman of the zero point research and consulting group, said this to reporters. He believes that with the increase of consumption level and the promotion of consumer psychology, the main consumer groups of the brand have begun to have other choices, the loyalty of the brand has declined significantly, and the brand strategy has to be adjusted urgently, otherwise the prospect is worrying.

As a result, YOUNGOR began to explore multi brand strategy in 2009 to cope with the needs of the market segments. However, they have always been very steady in their pursuit of rapid expansion of their scale, but they are steady and steady. Now, 5 new brands that have been accumulated for two years are unveiled under the leadership of the main brand.

When Li Rugang explained this strategy to reporters, he repeatedly stressed that the implementation of multiple brands is not to make every one bigger, but rather to subdivide consumption groups, diverting management personnel and forming certain competition among them. Brand relies on accumulation. The greater the brand effect, the greater the brand itself. We have a deeper understanding of brands, and the loyalty of consumers will be strengthened, and even no additional publicity will be needed. Over the years, efforts have been made to make YOUNGOR's main brand bigger. Several other brands are "stars", aiming to brighten up YOUNGOR's "Moon".

Transformation to brand operators

More than 30 years of enterprise development has not only accumulated YOUNGOR's capital, but also laid the foundation for brand building. With the familiarity and recognition of the brand, the new product has been widely concerned by many consumers.

Before the exhibition hall of the Han Ma family, Hu, from Jiangsu, told reporters, "I have seen YOUNGOR's internal prosecution process, so buying their home is at ease. Hemp mat is expensive, but the material is natural and healthy, and it is very comfortable to use.

According to Yu Jia, a studio of Han Ma Shi Jia, the products of Han Ma family are recognized by consumers based on the high quality of natural and environmental protection. In the summer, only two orders were added to the mat. Although it is still in its infancy, sales of nearly 20 hemp stores nationwide have reached about 36000000 this year.

When enterprises operate in the market for a certain period of time, the channel resources and business resources accumulated in the market can be shared in some brand products. Only by matching and combining reasonable human resources can we give full play to the "surplus value" of the original resources and channels. These will undoubtedly help new brands grow rapidly.

Li Rugang said that YOUNGOR has a vertical industrial chain from cotton to clothing, which can realize the independent production of key fabrics and the autonomous production of garments, and build a perfect supply chain on this basis. This has also become the basis for YOUNGOR to expand its multi brand manufacturing industry. In the process of implementing multi brand strategy, YOUNGOR also relies on this industry chain to establish a completely different quality control system with other enterprises to consolidate the brand base. In addition, YOUNGOR has a strong marketing team and channels, and has more than 100 branches in the whole country, more than 400 self operated stores, and a total of more than 2000 commercial outlets.

However, from one brand to the six brand, from the manufacturer to the brand operator, the enterprise still faces the situation of different product connotation, different edition, different accessories and variety. Therefore, the brand studio came into being. The six major brand studios are highly regarded by YOUNGOR. They are not only responsible for brand promotion, but also responsible for design, development, manufacturing, logistics and other links, trying to drive the industrial chain transformation with brand as the center, thus achieving the goal of integrating the industrial chain with value chain.

According to the disclosure of annual reports, brand studios have been promoting the process reengineering and optimization of brand operation through a period of operation practice. The development mode of independent design, sharing procurement, logistics and channel resources has initially formed, and basically realized the transformation from quantity expansion to brand promotion.

Change is happening quietly in YOUNGOR. In September 28th, the flagship store of YOUNGOR, located in the most prosperous area of the capital city of Beijing, was reopened and opened in Dongdan. After reloading, the six major brands of YOUNGOR are all stationed, showing the direction of YOUNGOR's multi brand development and the service orientation to satisfy customers' diversified consumption demands. According to the deployment of YOUNGOR, the flagship store, which is more than 1000 square meters in size and similar to the flagship store in Dongdan in the near future, will open in Shanghai, Hangzhou, Xi'an and other cities. This wave of flagship store reloading business shows that YOUNGOR, the largest clothing company in China, is raising the brand upsurge and accelerating its transformation to apparel brand operators.