Ningbo YOUNGOR Menswear: Is It Possible To Buy Armani?

"In the sky and the sky, the river is boundless. Huang Yun ten thousand li moves the wind color, the white wave nine streams snow mountain. The calligraphy hanging on Li Rucheng's office betrayed the strong passion in the heart of the Jiangsu and Zhejiang brand.

As the leader of the domestic garment industry, Ningbo Men's wear YOUNGOR has also faced an awkward situation: a single brand, a brand and a limited crowd. Nowadays, the secondary brand and second line of the major brands have become new growth points, and also bring new opportunities to the main brands. Of course, YOUNGOR also has the courage to rebuild its brand and urgently needs to refine and extend its brand.

From one to six

In March 28, 2011, YOUNGOR unveiled Beijing CHIC with its six brands, including MAYOR, YOUNGOR, GY, Hart Marx, CEO and HANP, which undoubtedly showed Li Rucheng's determination to make intensive efforts in the clothing industry. Among them, HANP is China's original green clothing brand, the application of fabric fiber is hemp improved hemp, has the function of moisture absorption, breathability, deodorization, bacteriostasis, radiation resistance, also gives the product natural, environmental protection and healthy quality. YOUNGOR is the classic of YOUNGOR. brand In the design and craft, we strive to create a high quality, high style men's wear model. The business, leisure, wedding and travel series launched at the Expo once again extended the main line of high-tech and new materials. In addition, since implementing the brand strategy, YOUNGOR has integrated international resources and worked with the Japanese international design team to create a young fashion brand GY, bringing rational, rigorous and ideological philosophy into the avant-garde fashion mix and match style. There are also MAYOR brands tailored for administrative staff, highlighting the classic and high-end styles of products in terms of functionality and detail. product Collection value. This year, MAYOR emphasizes the return to classics and peace in style. Some of the products reproduce the classic styles and fabrics of YOUNGOR in the past thirty years. As for the popular online marketing, YOUNGOR is also actively exploring, and its GY brand has begun to try online sales, and has achieved good results.

In terms of the 6 brands, all brands except YOUNGOR and HANP are of foreign origin. In Li Rucheng's words, "clothes have no borders, and they go out by sea. Mine is mine, and yours can be mine." This is Li Rucheng's strategy known as "grass boat to borrow arrows", which regenerates the clothing industry through the profits of real estate and capital market, and builds YOUNGOR's platform abroad by merging international enterprises.

From one to six, Li Rucheng is confident in the prospect of brand transformation. His reason is very good. 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.

But weaknesses are also clear at the same time. Brand operation is in pursuit of small batch, multi style and multiple batches. The benign interaction between YOUNGOR's huge production and processing system is still unknown. Li Rucheng has repeatedly stressed that after brand diversification, rich clothing styles will inevitably increase the difficulty of goods distribution and production difficulties of production enterprises, and have fast distribution capabilities and information feedback capabilities as soon as possible.

Is it possible to buy Armani?

From the clothing industry, YOUNGOR has already had the possibility of marching into high-end brands or luxury brands. Now that China is already the largest luxury consumer market in the world, is it possible for YOUNGOR to build a first-class R & D team in the field of clothing, such as investing in the field, to create Babu, Armani and China?

Li Rucheng admits that this is still very difficult. Because the environment of China's retail structure does not have the creative environment to create luxury goods. But from another point of view, it is not necessarily for YOUNGOR to develop towards its own brand. It can make real estate and financial investment and acquire world-class luxury brands. Now Babu, Armani and so on all want to advance the Chinese market and want us to buy. In fact, Chinese enterprises are also fully capable of acquiring these international brands. However, we have no condition to run international brands. We still have a big gap in the operation of foreign markets and other aspects.

Li Rucheng thinks that clothing is not only an industrial industry, but also a cultural industry. From the highest level, clothing is still an art industry. When the Versace of a fashionable empire was passed away, the world lowered its half mast to him. The development of China's garment industry is due to historical reasons, which basically originated from processing enterprises. YOUNGOR is a labor-intensive enterprise starting from industrialization, but it is not satisfied with working as a substitute worker. It has gradually created a brand. As for why the brand can sell higher than other brands, Li Rucheng feels that YOUNGOR's corporate culture is among them. Therefore, YOUNGOR is both a labor-intensive enterprise and a cultural enterprise. So whether it's real estate, financial investment or YOUNGOR brand, we all believe that YOUNGOR will take steps step by step, block the whirlwind outside, and make steady progress to become a hundred year enterprise. The first generation of YOUNGOR has laid the foundation, which will make the next generation have better development space.

The arrival of brand era

2011 is the year when the year 12th Five-Year begins. It is also a beginning year for YOUNGOR. It is facing unprecedented opportunities, such as the great adjustment of the world economic structure, the great shift of China's industrial gradient, the acceleration of urbanization in China, the continuous upgrading of consumption structure and the continuous expansion of domestic demand. Of course, more importantly, YOUNGOR's rapid growth in the past thirty years has accumulated all kinds of advantages, and they have no reason to miss future opportunities.

Now, YOUNGOR's new goal has been decided, that is, to truly become the "China YOUNGOR" standing in the forest of the world's enterprises. We must truly realize the vision of "creating an international brand and building a century enterprise".

To this end, YOUNGOR should maintain a steady and relatively fast growth rate, pay attention to practicing internal strength and improving efficiency. The operating income in 2010 was 33 billion 480 million yuan. By 2015, the business income should reach 50 billion 900 million yuan, and the total assets reached 109 billion 900 million yuan. The comprehensive strength has entered the top 100 in China, narrowing the gap with the world's top 500. Five years later, YOUNGOR will let "clothing" become the first in China, so that YOUNGOR brand clothing will expand its leading edge relative to its domestic competitors and narrow the gap with foreign brand clothing giants.

For China's apparel industry, YOUNGOR is very exemplary. The leading enterprises of Chinese clothing are not bad money. Next we will see more examples of international mergers and acquisitions, like electronics and automobiles. However, compared with the path of internationalization of independent brands, the road to M & A is obviously a shortcut. For China's clothing industry, China will eventually usher in the emergence of the first independent international brand, and that brand will be YOUNGOR? From the current signs, it is very likely. Brands have no boundaries, and who owns them. The transfer of production to low-cost places will lead to more basic and more internationalized conditions in the future.

At present, YOUNGOR has set up five brand studios with value chain integration industry chain, not only responsible for brand promotion, but also responsible for design, development, manufacturing, logistics and other links. Obviously, this adjustment is of far-reaching significance. It means that the brand has become the strategic center of YOUNGOR in the future. The era of all brands is coming.