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Younger's six major brands: from manufacturers to brand operators
October 19 to 23, the 15th Ningbo International Fashion Festival held as scheduled, many clothing brands exhibiting to show the latest fashion trends. As a well-known apparel market in China, Ningbo boasts 20 well-known brand names in China and 25 well-known trademarks in China. It has formed a dazzling "Ningbo Pack" business card. The most interesting thing about this exhibition is the high profile of Younger, the leader of "Ningbo Pack". Younger took part in the "Youngor Night" gala, the opening ceremony of the costume festival, with the aid of the Dongfeng of the Fashion Festival and held numerous activities such as famous forums, costume expositions and the "City Daren" audition of the Longma Club. In the meantime, the six brands of Youngor stand together for the first time, offering a panoramic view of their latest products and demonstrating the brand connotation to consumers. Six independent brands debut in the Ningbo International Convention and Exhibition Center Hall 1, Youngor's six major brands showcase alone Cloth Hall. You can see a long corridor running through the quadrangular pavilion area from the arched archway with the striking dragon logo on the lintel. YOUNGOR, MAYOR, GY, CEO, HANP, and Hart Schaffner Marx separate the east and west sides. 6 booths cover a total area of ​​900 square meters, close to half of Hall 1. Xu Qigang, general manager of Youngor Group Co., Ltd. told reporters that the implementation of multi-brand strategy in the past two years, Youngor changed the past, "foreign brain" design practice, began to develop their own designers, set up six studios, for different The market segment launched a series of subdivided brands. In addition to the main brand YOUNGOR, there are also GY, HANMA family, young CEOs, CEOs recruited after the acquisition of Hsinchu, MAYOR, and Hart Schaffner Marx introduced from the United States. After six years of accumulation of six brands, has formed its own distinct brand positioning, product style prominent. Different brand positioning created a very different pavilion style. According to Youngor Planning Department staff, this year's exhibition design give full play to the subjective initiative of the brand studio, the theme of each museum designer dominated by the brand concept. Blue theme studio launched YOUNGOR brand experience Museum, "successful men's week" as the theme, through the window layout, the scene reproduce the men's suits, business and leisure business and leisure business model dress code; MAYOR Emerging Division brand to high-end private Clubhouse form, showing a low-key luxury brand connotation; and emerging division under the jurisdiction of another brand CEO, the sun, the sea-based tone, showing the representative of the British outdoor coast style; GY studio brand Experience Museum with black, white and gray-based tone, with all-metal material to build a young concept world; HANP family portrait of HANP Experience Museum is fresh and elegant to attract people's attention, the top hanging from the hemp Stalks in a dense arrangement of the way appear in front of visitors, so that they can see the simplicity of hemp real; HSM studio conceived Hart Schaffner Marx Experience Museum is full of rich urban pastoral style, showing its American Casual imprint and brand lineage. Many visitors to the exhibition are curious about the brand square of Youngor, and six booths are packed around. Concerned about Younger years of accustomed to shirt shirt at a glance the product, the new product design and brand content feel very fresh. "A change of six" is the purpose of "stars annoyed" In the traditional people's impression, Youngor seems to rely on a single brand to fight the world, a single brand to cover all consumer groups, focus on the people to convey the brand image of high-end Youngor. Indeed, so Youngor, founded in 1979, until 2009, 30 years, have been committed to the development of YOUNGOR a brand. However, with the development of the times, the demand for fashion consumption gradually pursues individuality. The consumer groups of different age groups and different categories have begun to have diversified needs. The young brother of Younger, the fashion industry, began to feel the pressure of the market. Youngor Group Co., Ltd. Li Rugang, vice chairman admitted that, by virtue of a brand, the national market to do too difficult. For example, some consumers in first-tier cities tend to prefer foreign brands with higher prices, while in second and third tier cities they are not accepted because of excessive prices. In recent years, "high failure, low on the" has become a difficult problem encountered by the brand. In the opinion of outsiders, the situation is even more severe. "Younger main brand has entered a crisis." Yuan Yue, chairman of Zero Research Consulting Group, told reporters that this view. He believes that the major consumer groups targeted by the brand with the promotion of consumer spending and the promotion of consumer psychology, began to have other options, the loyalty of the brand decreased significantly, the brand strategy needs to be adjusted, otherwise the outlook is worrisome. As a result, Youngor has been exploring multi-brand strategies since 2009 in response to the needs of the market segments. However, they have been steadfast in their efforts to achieve the goal of rapid expansion in pursuit of scale. Today, the five new brands that have been in existence for two years under the leadership of the main brand will be considered as precise positioning and distinctive style. Li Rugang explained to reporters when this strategy has repeatedly stressed that the implementation of multi-brand is not to make every one bigger, but to segment the consumer groups, divert management staff, mutual competition between the formation of certain. To rely on the accumulation of the brand, the greater the brand effect, the brand itself, the easier it is to enlarge. Everyone has a deeper understanding of the brand, consumer group loyalty will be strengthened, or even no additional promotional efforts. In recent years, efforts have been made to enlarge the main brand of Youngor. Several other brands are "stars," aiming to make Younger's "moon" a brighter one. The transition to a brand operator over 30 years of corporate history not only built Youngor's strong capital base, but more importantly laid the foundations for brand building. With the familiarity and recognition of the corporate brand, new products have been widely publicized by many consumers as soon as they are listed. In front of HEMA's booth, Mr. Hu from Jiangsu told reporters: "I have seen the prosecution process within Younger, so I bought them the rest of my home.Hanma's mat is expensive, but the materials are natural and healthy, Moisture breathable, feel very comfortable. " According to Han Ma family studio Yu Jia introduction, Han Ma family products by virtue of the higher quality of natural environment listed to obtain the recognition of consumers. This summer mat is only added twice this order mat, although still in its infancy, this year nearly 20 hemp stores sales have been able to do more than 3600 million. When a company in the market for a certain period of time, its accumulated in the market channel resources and operating resources in some branded products can be shared. Only by matching reasonable human resources and combining them, we can give full play to the "residual value" of the existing resources and channels. These can undoubtedly help the rapid growth of new brands. Li Rugang said that Youngor owns a vertical chain from cotton to ready-made garments, which enables the independent production of key fabrics and the independent production of ready-made garments and builds a perfect supply chain on this basis. It has also become Youngor's multi-brand manufacturing base. In the implementation of multi-brand strategy in the process, Youngor also rely on this industry chain, and establish a totally different quality control system with other companies in order to consolidate the brand base. In addition, Youngor has a strong marketing team and channels in the country has more than 100 branches, more than 400 proprietary stores, a total of more than 2,000 commercial outlets. However, from one brand to six brands, from manufacturing manufacturers to brand operators, the enterprise still faces the situation of different product connotation, diversified version, variety of surface materials and diversification of technology. Therefore, the brand studio came into being. The six major brand studio by Youngor high hopes, not only responsible for brand promotion, is also responsible for the design, development, manufacturing, logistics and other sectors, trying to brand-driven industrial chain changes in order to achieve the goal of integrating the industrial chain value chain. According to the disclosure of the annual report, all brand studios have formed a development mode of independent design, shared purchasing, logistics and channel resources through the operation practice for a period of time and continuously promoted the process reengineering and optimization of brand operation. Expansion of the number of brands to enhance the transformation. Change is quietly taking place in Youngor. September 28, located in the capital of Beijing's most prosperous region Youngor Dongdan flagship store reinstalled. After reinstalling, all of Youngor's six brands are stationed, displaying the direction of Youngor's multi-brand development and service orientation to meet the diverse consumer demands of customers. According to Youngor's deployment, similar to Dongdan flagship store in the near future, an area of ​​over 1,000 square meters large flagship store will be opened in Shanghai, Hangzhou, Xi'an and other cities. This wave of flagship store reinstall wave, showing Younger, China's largest apparel business is set off the climax of the brand to accelerate the transition to apparel brand operators.