Li Rucheng wants to recreate a Youngor in five years, not "national men's clothing" or "national men's clothing"

"Recreating a Youngor in five years" is the declaration of the chairman of Youngor Group, Li Rucheng, for more than half a year. He hopes to reshape the brand advantage, implement the supply-side reform, transform the business model, let the main business run, and build a century-old enterprise. This declaration has set the direction for Youngor to develop in the next five years.

In the blueprint of “Recreating a Youngor in 5 Years”, Youngor puts the rebranding advantage at the forefront, which continues the consistent complex of Youngor’s creation of a century-old brand.

Restart Silk Road and build the MAYOR brand with the world

In order to draw this blueprint, Youngor preferred to make breakthroughs in the field of high-end ready-to-wear and customization. Focusing on the “One Belt, One Road” initiative launched by the country, Youngor decisively proposed the strategy of “restarting the Silk Road and building the MAYOR brand with the world”. Youngor has set the market position for the “Manager New Installation” for the MAYOR brand.

Since the launch of the MAYOR brand at the Ningbo International Fashion Festival last year, MAYOR has partnered with the world's top five fabric manufacturers. In July of this year, at the end of the Maritime Silk Road - on the shores of Lake Como in Milan, Italy, Youngor teamed up with Italy's ERMENEGILDO ZEGNA, LORO PIANA, Cheretti 1881 (CERRUTI 1881), Albert Alibaba (ALBINI), as well as six global textile and apparel giants such as ALUMO in Switzerland, issued a proposal to share the global fashion ecosystem.

"This event enabled Youngor to further realize the operation of the MAYOR brand by six brands on the basis of the cooperation with the world to build MAYOR, which is of great significance." Hu Ganggao, general manager of Youngor Garment Holdings Co., Ltd., told reporters, "First, Three of these companies are suit fabric brands and two are shirt fabric brands; one of them is in Switzerland and the other four are in Italy, all around Milan, the fashion capital. Secondly, Como, Milan, Italy The lake was the last distribution center of the 'Silk Road' to Europe, and it has important historical significance. Once again, MAYOR hopes to realize the re-starting of products with the combination of 'top fabric + Chinese manufacturing'."

From the recent Youngor 2018 Spring/Summer Trade Fair, the MAYOR brand has indeed received more attention. The industry believes that the MAYOR brand will gradually replace the fast-selling European and American luxury brands in the Chinese market, and create a true Chinese top brand.

Hu Ganggao also revealed to reporters that Youngor will hold a large-scale conference in the Great Hall of the People in Beijing in October. The theme is that six brands will jointly build MAYOR - "Como Declaration • Beijing Release", so that the MAYOR brand will take off.

Building a square matrix to reorganize operational strategies

While helping the MAYOR brand to take off quickly, Youngor is keenly aware of the importance of young consumers to business development. At the upcoming 21st Ningbo International Fashion Festival, Youngor will launch the classic American brand Hart Schaffner Marx.

Hartmark brand director Zheng Yihong gave a detailed introduction to the history and development of the brand: "The Hart Max brand was born in Chicago in 1887 and has a history of 130 years. This classic American brand represents a gentleman image and The graceful way of wearing represents an enterprising, self-disciplined, and full-fledged attitude to life, and has become one of the brands that successful people love. In 130 years, it has effectively interpreted clothing politics, from politics and sports to Hollywood. In the history, many 'American celebrities' are its loyal customers. For example, former US President Barack Obama wore a custom suit from Hartmark at the 2009 presidential inauguration."

In the 130 years of development, the Hartmark brand has always adhered to quality, and has a spirit of exploration and innovation. It has pioneered countless firsts in the industry.

For example, it is the first suit company to propose a proportional balance based on basic body type. It is the first suit company to introduce thin and light fabrics. It is the first suit company that uses zippers on trousers. It is the first fabric testing experiment in the United States. Room clothing manufacturers. The Hartmark brand has always been in a leading position, from formal suits to casual suits to casual casual wear. This is in line with the long-term brand development concept of Youngor, the leader of the Chinese apparel industry.

As early as 2007, Youngor Group became the licensor of Hartmax's globally licensed independent brand, and also the only licensor in China and Hong Kong, China and Macau. In 2014, Youngor Group acquired Hartmark's management rights in mainland China, Hong Kong and Macau, and determined to "do temperature clothing and temperature brand."

In order to let Chinese consumers really feel the "temperature" of Hartmark, Youngor reorganized it. First, in the Chinese market, the American-style business and leisure style is the main theme, reflecting the American style, continuing the centuries-old tradition, and perfectly interpreting the elite image; the second is to integrate the outdoor elements and promote a more comfortable and relaxed dressing method without losing the rules; The third is to locate the main age group between 30 and 50 years old. “These customer groups have rich social experience, sufficient cultural quality, and the pursuit of a free and casual quality of life.” Zheng Yihong said that at present, the brand's main product is men's wear, and will consider launching the women's collection in the future. Up to now, the Hartmark brand has opened more than 300 stores in first- and second-tier cities, and the annual retail sales have exceeded 500 million yuan. In the next 3 to 5 years, the brand's annual retail sales will exceed 1 billion yuan.

The 38-year history of corporate development has not only enabled Youngor to accumulate strong capital, but more importantly, laid the foundation for brand creation. In the process of transformation, Youngor realized the transition from one brand to six brands and from manufacturer to brand operator, but it will inevitably face problems in brand positioning and channel operation.

To this end, in terms of brand operation strategy, Youngor continued to “stick to the main brand, fine molecular brand” strategy, and also made new adjustments, so that the positioning of each brand is more clear, product style is more prominent.

"First of all, on the basis of doing a good job and strengthening the Youngor brand, we will manage the brands such as Hartmarks and MAYOR to make them better. In addition, we will adjust the brand direction of GY (GREEN YOUNGOR). The brand positioning is Youngor's youth business series. The consumer group is positioned as a young job seeker who has just left the school to cultivate future users of Youngor. The Hanp family (HANP) brand will follow the operation direction of independent brands in the future and will be based on the stable original market. It will continue to be promoted in provincial capital cities, and it will also be built into hemp yarns, fabric brands, etc. Secondly, it will also strengthen negotiations and cooperation with international brands." Hu Ganggao said.

In terms of channel expansion, Youngor is making adjustments and changes in chain management, and is divided in the reform area. The company will take Zhejiang company as an example and grasp the advantages of Zhejiang sales, so as to realize the chain in the true sense. Unite".

“Ningbo is the living fossil of the 'Maritime Silk Road'. At present, Youngor has also completed the layout of the “Belt and Road”. On the one hand, it is located in the country, and on the other hand, it is along the 'One Belt, One Road' sea-land double-line production base. Such as Kashgar, Chongqing and Northeast China, as well as Vietnam and other countries and regions." Hu Ganggao said, "In the first half of this year, Youngor Group's brand operation growth was very stable, the apparel sector increased by 12.93%, and profits increased by 15.25%."

Four-in-one, stable and innovative transformation

Last year, Ningbo became the first pilot demonstration city of “Made in China 2025”, and Youngor naturally joined Ningbo as the leader. In June of this year, Youngor joined the "China's garment industry intelligent manufacturing industry alliance."

Since the 1990s, Youngor has gradually introduced intelligent equipment. Up to now, Youngor is not eager to launch more intelligent equipment, but to conduct several months of research, and in-depth inspections of advanced enterprises in many well-known industries at home and abroad.

“We have seen the extraordinary significance of smart manufacturing for the apparel industry. Youngor hopes to be able to make a completely different intelligent manufacturing. Through the collection of data and the transformation and improvement of equipment, a new set of intelligent standards for garment manufacturing, such as 3D, will be formed. Quantitative, etc., to achieve version subdivision, improve efficiency, and more to meet the needs of consumers." Hu Ganggao said.

Hu Ganggao believes that so far, there is no software that can be directly applied to the apparel industry, which just gives Youngor a room for growth. As the leading company in the apparel industry, Youngor is engaged in intelligent manufacturing not only to purchase a batch of equipment for technical upgrading, but to do a good job of interconnecting equipment and to associate equipment with intelligent manufacturing in the true sense.

At present, Youngor puts "four in one" in an important position in the transformation work. The so-called "four modernization" refers to standardization, automation, informationization and intelligence. Among them, “standardization” mainly includes “technical standards” and “work standards”; “automation” focuses on the use of new technology equipment; “informatization” focuses on group “front desk”, “zhongtai” and “background” "Getting through; "Intelligent" focuses on the intelligent transformation of marketing channels.

Hu Ganggao said that in the future, Youngor will realize the collection, application and revision of big data, so that mass production garments can better meet the requirements of the Chinese consumer market, and also provide high-end, value-added services for VIP customers. Consumers can place orders at the store or mobile terminal, orders will be produced based on the data, and visualization will be done throughout.

"The clothing industry is still a sunrise industry. Facing the current situation of the clothing industry, Youngor's biggest experience is to adhere to the core competitiveness of the brand and take its own path." Hu Ganggao said.

For the future development of Youngor, Hu Ganggao said: “Youngor has been insisting on doing business men's wear, especially shirts and suits, while developing multi-brands. At the same time, Youngor is constantly implementing innovations and insisting on increasing technology and capital. In the spring and summer of 2018, we will focus on the main garment products with no ironing function. The series will have great changes in the design of the neckline and cuffs. The brand must have confidence, Youngor as a 38-year-old Brands are full of confidence in the apparel industry; brands must control the pace of development and do not blindly expand while developing."

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