With the intensification of market competition and the diversification of consumer demand, the market is further subdivided. Youngor's product line must be continuously extended to meet the needs of different consumers and form a product line that can meet the different needs of the consumer groups. In the extension of the product line, Youngor has launched men's apparel such as T-shirts, sportswear, trousers, windbreaker, ties, pajamas, etc., but there is only one brand: Youngor.
For a long time, the domestic apparel market seems to have formed a deep-seated stereotype: local apparel brands mostly do low-end market, and foreign brands often occupy China's high-end market. Youngor does not believe in this evil, but wants to go upstream. In 2003 Youngor launched its high-end brand, Golden Younger. The launch of this brand continues Youngor's business philosophy: First, make a brand stronger and stronger, and the main body is thick and rooted.æˆ æˆ ; 主 主 主 主 主 主 主 主 主 主 主; The launch of Golden Youngor is a brand extension based on a well-established brand.
Youngor's goal is to be a brand-name company, and it is committed to upgrading its own brand in the high-end market. Younger Chairman Li Rucheng believes that in the next 10 to 20 years, China will produce international brands. Although the brand management and marketing methods still need to be improved, with the continuous improvement of the domestic clothing consumption level and the continuous maturation of the market, the growth and expansion of domestic brands will be spawned. Youngor's brand strategy will focus on this goal, not for multi-brand and multi-brand, not necessarily hold a brand.
Youngor's brand strategy is to vigorously develop and upgrade its own brand, and to do it bigger and stronger. Cooperation with foreign brands is only an auxiliary brand, and their cooperation is only learning and complementing the private label market.
Through cooperation with internationally renowned garment companies, Youngor is steadily promoting the process of brand internationalization. The orientation of cooperation is to establish a production base for high-end products. The principle is not to make low-priced products or to make products with low added value. In this way, they will introduce their crafts and technologies to enhance Youngor's popularity and lay a good foundation for Youngor's further creation of an international brand.
Younger's involvement in jeans and women's clothing can be seen as an attempt. Youngor cooperates with Mitsui & Co., Ltd. in Japan to produce high-end professional women's clothing by means of brand-name processing, accumulating experience for the future development and production of women's clothing. The jeans project with Japan Nomura Trade has also officially started.
Youngor also implements a market-for-market strategy to enable it to integrate into the world market system more quickly. At present, the main way to implement the market-for-market change is "channel mutual lending." Chinese companies going abroad to open up the market to start self-built channels from scratch have to pay a lot of cost and time. Foreign companies to China to open up markets also face the same difficulties. If the interests of the two sides are connected, it is possible to borrow resources and maximize the use of resources. This is a "not to go abroad for internationalization." However, Youngor takes this first step to realize the internationalization of products.
At present, Youngor takes the opportunity of canceling textile quotas and has established branch offices in the United States, and plans to set up offices in France, Italy and other countries. In 2004, foreign apparel giants came to seek cooperation. Youngor will gradually establish an international brand of Chinese garment enterprises in the dialogue with international brands.
Youngor's reputation rises in dialogue with international brands
Youngor started from making men's ready-to-wear garments, first as a shirt, then as a suit, and made the market share of both leading products become the No. 1 in China. Youngor's brand reputation has risen and there is a clear advantage in the men's wear market.
June 23, 2018