Youngor moves from production to brand management to international brands

Through more than 20 years of development, China's largest garment company, Younger, is now shifting from a purely manufacturing-processing type to a brand-operating type, moving from "Chinese famous brand" to "international brand".

In China's accession to the WTO, foreign brands invaded today, why Younger in the domestic market with foreign brands showdown? Youngor's approach is: to build core competitiveness and core technology, bigger, stronger and more refined.

Build core competitiveness and vigorously build their own marketing channels. In 1995, Youngor established a marketing company that specializes in creating brands, rushing markets, and pursuing efficiency, and established a marketing segmentation management system. According to local economic development and consumption levels, the national market is divided into a number of marketing areas, with East China and South China as the main battlefields. From east to west, it penetrates from south to north.

The sign that Youngor really entered the retail terminal was to establish a large flagship store in the domestic capital cities since 1999. On September 28th, 2000, China's largest clothing store opened its young store in Shanghai's Nanjing Road, with a business area of ​​1,600 square meters. At present, Youngor has opened hundreds of 500-1,000 square meters of specialty stores in Changsha, Nanjing, Jinan, Ningbo and Hangzhou.

Build core technology. In recent years, Youngor's suits and shirts have consistently ranked first in domestic production and sales. However, the quality of surface materials restricts the quality and grade of Youngor's garments and affects its creation of an international brand. To this end, Youngor began cooperation with Japan's Nisshinbo, Itochu and other world-famous multinational corporate groups in 2001, invested 100 million U.S. dollars, built a textile city, and developed and produced high-grade, high-precision, and high-end fabrics to form its own core technology. And products.

Strengthen cooperation and exchanges with foreign large companies. Currently, Youngor has established branches and offices in Japan, the United States, and Hong Kong. The annual sales revenue of Japan's Osaka branch can reach 40 million U.S. dollars, and it will go to other parts of the world through the international marketing network of multinational corporations such as ITOCHU.

Reporter Comments

After China's accession to the WTO, the days of the garment industry are not easy: the domestic high-end market is occupied by foreign brands, and the international market can not get in, especially can not go in with its own brand, can only be processed for foreign brands --- China's textile and apparel brands are in a very difficult situation. But waiting for it is equivalent to annihilation. To this end, Youngor’s approach is to first stabilize the domestic market and then use foreign joint ventures to infiltrate overseas markets, which currently appears to have achieved initial results.

China is a big market with a population of 1.3 billion. If a brand is not recognized by consumers in our country, it will be very difficult to be successful. It is a wise move for domestic garment companies to stand firm and seek further development in the country.

Occupy the domestic market also must have the good marketing means, must have the high quality product. For apparel companies, in particular, they must have leading fashion products. These are all-round tests for companies. As long as these are done and well done, it will not be long before they become international brand names.