YOUNGOR'S Multi Brand Approach Is Challenged By Twists And Turns.

From P to 2009, YOUNGOR began to launch the multi brand strategy in the main industry of < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >.

Three years later, the multi brand strategy is still advancing slowly, but the industry believes that this time YOUNGOR grasped the general direction of many brands, but perhaps it was in the wrong way.

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< p > < strong > unsuccessful sub marking < /strong > < /p >.

< p > What does YOUNGOR represent in your mind? When this problem is thrown into the industry, mature and conservative, steady and monotonous, no matter whether it is praised or not, it is inseparable from these solemn words.

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< p > but not in YOUNGOR's eyes.

It can not be said that a YOUNGOR brand can be worn from teens to 50s.

YOUNGOR staff told the new financial reporter.

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"P" is obviously a fact.

But over the past thirty years, the brand of YOUNGOR has been deeply rooted in the minds of consumers. Although the multi brand strategy has been in operation for nearly 4 years, most consumers are still unfamiliar with the new brands such as GY and HANP.

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< p > since 2006, YOUNGOR brand has been subdivided into gold standard (MayorYoungor), blue label "(CEOYoungor) and green label" GY (GreenYoungor).

Its location is "golden standard", which is the chief executive of 40 to 55 years old; the blue label is for business people ranging from 35 to 40 years old; the green label is located in the young and fashionable consumer group.

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< p > for the behavior of sub marking, YOUNGOR said that as early as the beginning of the 20th century, it had considered subdivision brands. The younger one was the green label, and the more customized one was called the gold standard. At the beginning, after considering every label brand, YOUNGOR was added, so that everyone knew the brand of YOUNGOR, and then all of them were removed.

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< p > unfortunately, the marking method is not satisfactory in the market.

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< p > Ding Youlin, a senior consultant who focuses on clothing industry consulting, thinks that YOUNGOR's sub marking is not a success. It is a change of soup. It has not changed in essence. After making several labels, the feeling for consumers is that the brand is more chaotic. As consumers, referring to the gold standard, it may not know what it is. It is better to mention YOUNGOR, MAYOR and GY directly, "he told the new financial reporter.

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< p > from this point of view, YOUNGOR has not achieved the desired result by subdividing the market by subdivision, so YOUNGOR is more willing to see this process as the precursor stage of multi brand strategy.

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< p > at present, the positioning of many brands is much better than that of the previous gold standard blue label. In the process of building multi brands, YOUNGOR has made timely adjustments based on market reaction. "

In his view, sub marking is to meet the needs of different segments of the market, but enterprises may find better ways in operation, so it can not be said that there are many international brands.

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< p > < strong > difficult multi brands < /strong > /p >

< p > from 2007 to 2009, YOUNGOR launched three brands in succession, becoming a Chinese regional agent of HSM in the United States, announcing the advent of hemp products and launching HANP, and the GY brand, which is working with Japanese design companies, is also officially operating. This GY has greatly changed the concept of the original green label.

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< p > no matter the demand of the market, or the need for the upgrading and pformation of enterprises themselves, the multi brand strategy began to run in 2009.

Two years later, in March 28th, the six largest brands of YOUNGOR appeared in the nineteenth China International Clothing "a target=" _blank "href=" //www.sjfzxm.com/ "> clothing" /a "exposition in Beijing. Li Rucheng said at that time that YOUNGOR was moving towards the brand age and pformed from labor-intensive enterprises to brand operators.

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In the era of brand competition, a brand must be clearly defined, such as a younger product, without a specific and specific product plan, and the customer's recognition will not be high. This, to a certain extent, has made the brand positioning clear in P.

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< p > 2012, YOUNGOR's five brands have set up an independent brand business unit. In the face of the future of multi brand strategy, Li Cheng is confident. In his eyes, in the past ten years, YOUNGOR has an overwhelming advantage in the industry, whether it is garment manufacturing or high-end fabric development and design talents.

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The P market is often based on recognition rather than confidence. New financial journalists randomly surveyed consumers in Tianjin, most of whom are not familiar with YOUNGOR's emerging brands.

Does YOUNGOR not always make men's suits? Is there a brand for young people? "Of course, this is more or less related to the brand's promotion.

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< p > in Zhejiang Province, the situation is slightly better, and we can see the store of these brands, but there is not much quantity.

Maybe it's not enough. It's not as famous as YOUNGOR. "

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< p > it is understood that in YOUNGOR's sub brands, HSM2012 achieved a profit of about 8000000, a 40% increase compared with the previous year.

GY brand also won the title of famous trademark in Ningbo.

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< p > it seems that this is a good report card, but under the huge volume of YOUNGOR Dongfeng, this result is very difficult to please.

According to the data provided by YOUNGOR group, the sales volume of YOUNGOR clothing in 2012 was about 4 billion 300 million yuan, and the main brand YOUNGOR was about 4 billion yuan, that is to say, the total sales revenue of the remaining four brands was only around 300 million, with an average of more than 7000 yuan.

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< p > 3:40, this is the pcript of YOUNGOR's multi brand operation.

Probably no one can give an exact figure to show how much sales revenue the new brand should run in three years. Danding Lin said this is a great success for small businesses.

As a big business, the cycle of running a brand's initial effect is about 3 years. After 3 years' efforts, several new brands have a total annual revenue of 3 hundred million, which is not ideal.

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< p > he further explained that YOUNGOR is a well-known company and operates in the same industry. Although it is a new brand, it is a brand that focuses on the promotion and even the pformation of the company's brand. The result is, to some extent, the operation of its multi brand strategy is not successful.

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< p > > a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > the garment industry has not had a good time in recent years, especially last year hundreds of millions of stock is not optimistic.

Although the situation has improved in the first quarter of this year, enterprises should be cautious in terms of investment, regardless of the size of their businesses, "the industry said.

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Under the background of "P >", YOUNGOR's implementation of multi brand strategy has aroused controversy in the way and method.

There is a view that YOUNGOR has launched many brands at the same time, and it is likely that it has not done well.

Supporters say that only a powerful company like YOUNGOR is likely to do such an attempt. The way it is built depends on the actual situation of different enterprises. YOUNGOR is strong enough to operate without capital.

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< p > from Li Rucheng's statement in 2012, we can see that YOUNGOR's strategy of multi brands in the short term should not change.

As Zhang Hong, director of the MAYOR&YOUNGOR brand studio, said, 20 years ago, when Zegna just entered China, not many people paid attention to it.

However, it has become a high-end luxury brand with culture, history and taste.

Why? The key is whether we can persist. "

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