Youngor's six brands: from manufacturer to brand operator

Designers of Youngor's Brand Studio discuss designs

From October 19th to 23rd, the 15th Ningbo International Fashion Festival was held as scheduled. Many clothing brands exhibited and displayed the latest fashion trends. As a well-known clothing city in the country, Ningbo boasts 20 Chinese brand-name products and 25 well-known Chinese trademarks, and it has formed a dazzling "Ningbo equipment" business card. At this exhibition, the most eye-catching is the high-profile debut of Younger, the leader of Ningbo.

Youngor took advantage of the costume festival's Dongfeng to participate in the co-hosting of the opening ceremony of the festival's "Younger Nights" large-scale cultural evening party, and held numerous events such as the famous forum, costume exhibition, Ryoma Club "city up". At the same time, Youngor’s six brands collectively staged their first stage, displaying their latest products in a panoramic view and demonstrating their brand connotations to consumers.

The six brands made their debut

At No. 1 exhibition hall of Ningbo International Convention and Exhibition Center, Youngor's six major brands are displayed in separate exhibition halls. Stroll through the curved arches admiring the bold Ryoma logo and you will see a long corridor through the square pavilion area. YOUNGOR, MAYOR, GY, CEO and HAMP, and Hart Schaffner Marx are on both sides. The 6 booths occupy 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 in implementing the multi-brand strategy, Younger changed its practice of borrowing “outside the brain” in the past two years and began to train his own designers and set up six studios for different purposes. The market segment launched a series of subdivision brands. In addition to the main brand YOUNGOR, it also launched GY, a family of hemp for young employees, a brand CEO who acquired after the acquisition of Hong Kong's New Malaysia, a brand MAYOR for public employees, and a Hart Schaffner Marx brand introduced from the United States. After two years of accumulation, the six brands have formed their own clear brand positioning and outstanding product style.

Different brand positioning created a strange style of the pavilion. According to the staff of the Youngor Planning Department, this year's pavilion design gives full play to the subjective initiative of each brand studio. The theme of each pavilion is led by the brand designer.

The YOUNGOR brand experience hall launched by Blue Label Studios uses the theme of “successful men's week” and is arranged through a showcase. The scenes reproduce the dress models such as men's formal wear, business casual, and business travel and leisure; the MAYOR brand of the emerging business department is high-end private. The form of the clubhouse shows the brand connotation of understated luxury; while the CEO of another brand under the jurisdiction of the Emerging Business Division takes the sunshine and the sea as the keynotes, showing the outdoor coastal style it represents; the brand presented by the GY studio. The experience pavilion is based on black, white and grey, and the young concept world is constructed of all-metal materials. The Hanpshi family's HANP experience pavilion attracts people's attention with fresh and elegant appearance, and hangs down on top of the hemp. The stalks appeared in front of the visitors in a densely arranged arrangement, allowing them to see the rustic simplicity of the hemp; the Hart Schaffner Marx experience hall conceived by the HSM studio was full of rich urban pastures, indicating its American style. Casual imprint and brand heritage.

Many customers who came to the exhibition were curious about Youngor's brand phalanx, and six booths were surrounded. Concerned about Youngor's years of experience, they are accustomed to the product of the shirt suit, and they feel very fresh about the new product design and brand connotation.

The purpose of "a change to six" is "communicating stars"

In people's traditional impressions, Youngor seems to rely on a single brand to fight for the world, cover all consumer groups with a single brand, and concentrate on delivering the brand of Youngor's high-end image to people. This is indeed the case. Younger was founded in 1979. Until 30 years in 2009, it has been working hard to develop a brand of YOUNGOR.

However, with the development of the times, the demands of fashion consumption have gradually sought to be personalized. Different age groups and different categories of consumer groups have begun to have diverse needs. Youngor, the big brother in the apparel industry, has begun to feel the pressure of the market.

Li Rugang, Vice Chairman of Youngor Group Co., Ltd. admits that it is too difficult to do a national market with 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 second- and third-tier cities, they are not accepted because of excessive prices. In recent years, "high-quality, low-quality" has become a thorny problem encountered by the brand.

In the eyes of outsiders, the situation is even more severe. “Yorge’s main brand has entered the crisis period.” Yuan Yue, chairman of Zero Research Consulting Group, told reporters that this view. He believes that the brand's main consumer groups have begun to have other choices along with the improvement of consumption levels and the promotion of consumer psychology. The loyalty of the brand has declined significantly, and the brand strategy needs to be adjusted. Otherwise, the outlook is worrying.

As a result, Youngor began to explore multi-brand strategies in 2009 to meet the needs of market segments. However, they have always been solid and they have not pursued the rapid expansion of scale, but have taken firm steps to seek stability. Today, five new brands that have accumulated two years have appeared under the lead of the main brand and they are considered to be accurate and distinctive.

When Li Rugang explained this strategy to reporters, he repeatedly stressed that the practice of multi-branding is not to make each one bigger, but to subdivide consumer groups and divert management personnel to form a certain degree of competition with each other. The brand depends on accumulation, the greater the brand effect, the easier the brand itself will become. Everyone has a deeper understanding of the brand, and the consumer loyalty of the group will be strengthened, even without the need for additional publicity. Over the years, we have been trying hard to make Younger's main brand bigger. The other brands are the “stars”. The purpose is to brighten up the “moon” of Youngor.

Transforming to a brand operator

More than 30 years of corporate history has not only enabled Youngor to accumulate a solid capital, but more importantly laid the foundation for brand creation. With the familiarity and recognition of corporate brands, new products have attracted wide attention from many consumers as soon as they are listed.

Before the Hanma family's booth, Mr. Hu from Jiangsu told reporters, “I have seen the internal prosecution process of Youngor, so I would buy them something to rest assured. The mat of Hanmao is expensive, but the material is natural and healthy. Breathable and breathable, it feels very comfortable."

According to Yan Jia's introduction of the Han family studio, Han Ma family products have been recognized by consumers on the basis of the high quality of natural environmental protection. In the summer, only two orders were placed on this mat. Although it is still in its infancy, this year, sales of nearly 20 Chinese hemp shops have been able to achieve more than 36 million.

When enterprises operate in the market for a certain period of time, their channel resources and operating resources accumulated in the market can be shared in some brand products. Only by matching and combining reasonable human resources can the "surplus value" of existing resources and channels be fully utilized. These will undoubtedly help the new brand grow quickly.

Li Rugang said that Youngor has a vertical industrial chain from cotton to ready-made clothing, which can realize the independent production of key fabrics and the independent production of ready-made garments, and build a perfect supply chain on this basis. This also became Youngor's multi-brand manufacturing base. In implementing the multi-brand strategy, Youngor also relied on this industrial chain to establish a quality control system that was completely different from other companies in order to reinforce the foundation of the brand. In addition, Youngor has a strong marketing team and channels, with more than 100 branch offices, more than 400 self-owned stores, and more than 2,000 commercial outlets nationwide.

However, from one brand to six brands, from the manufacturer to the brand operator, the company is still faced with a wide range of product connotations, various types of layout, variety of surface materials, and diversification of the process. Therefore, the brand studio came into being. These six brand studios have been pinned down by Youngor, not only responsible for brand promotion, but also responsible for the design, development, manufacturing, logistics and other aspects, and strive to brand-centric drive the transformation of the industrial chain, so as to realize the goal of integrating the industrial chain with the value chain.

From the situation disclosed in the annual report, each brand studio has continuously promoted the process reengineering and optimization of brand operations through a period of operating practices, and has initially formed an independent design, sharing the development mode of procurement, logistics, and channel resources, basically realized The expansion of the number to the upgrading of the brand.

The change is happening in Younger's quietly. On September 28, the Youngor Dongdan flagship store in Beijing’s most prosperous area was reopened. After reloading, all of Youngor's six major brands have entered, demonstrating Younger's multi-brand development direction and service orientation that meets customers' diverse consumer demands. According to Youngor’s deployment, large brand flagship stores with an area of ​​more than 1,000 square meters, such as Dongdan flagship store, will be opened in Shanghai, Hangzhou, and Xi’an in the near future. This wave of flagship stores re-opened the wave of opening, showing that Youngor, China's largest apparel company is setting off a brand climax, and accelerating the transition to a clothing brand operator.