"Fashion industry is the core industry of Youngor. In recent years, our total investment in smart manufacturing, marketing, smart logistics, brand building has exceeded 10 billion yuan, which is based on the layout of the Yangtze River Delta and radiates across the country. " Li Rucheng said.
The blueprint of Youngor Fashion Group is slowly unfolding. Youngor Shanghai Fashion Center was established to gather global resources and talents to build a fashion brand matrix; the Group invested nearly 1 billion to build a smart logistics center; Six major brands, including Youngor, MAYOR, UNDEFEATED and HELLY HANSEN, released new brand positioning and future planning, and celebrities such as Liu Genghong and Xiong Ziqi were on the spot; The first season works of the designer platform "Innovation 100" are stunning in Shanghai Fashion Week, and the second season is about to start ... A fashion industry development route connected by brand, product, retail, logistics and production is already clearly visible, and it is time to set sail!
From Business Men's Wear to all round fashion frontier
On September 24th, the "Innovation 100" designer platform dominated by Youngor brand ushered in its first show one year after its establishment. A shirt show named "Authenticity and Sustainability" was released in JUNO HOUSE, a classical villa in hengshan road, Shanghai, which attracted the attention of people from fashion, culture and art .
"The' Innovation 100' platform is the link between Youngor brand's fashion frontier and traditional business. In the future, in our product system, we will not only do a good job in traditional superior categories as always, but also incorporate more and more cutting-edge elements, so that more consumers could get close to Youngor." Zheng Yihong, general manager of Youngor.
On November 11th, Youngor brand released a new development plan and put forward the idea of the second season of "Innovation 100". In addition to the inheritance and innovation of the main brand, other sub-brands and M&A cooperative brands have released new positioning and planning.
MAYOR was positioned as luxury brand in China, and recently opened its first store in Nanjing deji plaza. Cooperated with the top five fabric manufacturers in Europe in 2016, MAYOR has accumulated a reputation among high-end customers by using the high-quality and stable supply chain and exquisite clothing skills. Nanjing Deji Store just opened a month, which not only won the recognition of customers for its high-end customized service, but also creating a turnover of nearly one million.
HART MARX, which is positioned in high-end leisure sports, also opened its first independent store in Shanghai Ganghui Shopping Mall on September 24th. This brand, which was inherited in 1887 and has a history of 135 years, contains a strong manor flavor and knight gene. At present, it has reached cooperation with the Chinese Equestrian Association to contact with the urban elite through the combination of sports and modern urban life.
HANP, which takes Chinese natural fibers as its raw material, is endowed with the "talent" of intimate contact with human body because of its natural characteristics of moisture absorption, antibacterial, breathable and ultraviolet protection. After more than 10 years of research and development, now they have the foundation of independent operation, and with the new positioning of "close-fitting technology, intimate relationship, natural forces and green life", as long as people walk into their exhibition hall, they will feel safe and affinity.
In addition to the four private brands, Youngor also invested and acquired the street brand UNDEFEATED and the Norwegian outdoor brand Helly Hansen.
Hell hansen has long been famous in sailing and skiing enthusiasts. It was founded in 1877 and has been committed to developing high-end professional outdoor clothing. Nowadays, Helly Hansen has been introduced to China. Besides continuing to develop in professional fields, the brand will pay more attention to the integration of professional sports and daily wear, which makes it more fashionable and easy to daily wear. The 4D digital art space located in the flagship store in Shanghai bring a superior experience.
On November 11th, brand-new model stores of six major brands opened at Youngor headquarters, attracting people all over the country to visit. They all expressed that Youngor has now formed a brand matrix covering all ages, all categories and all life scenes, and has earnestly practiced the "three products" concept of "increasing varieties, improving quality and creating brands". However, Youngor's dream doesn't stop there.
Live-streaming room walks into experience hall
On November 11th, with the opening of major brands model room, there was the "Youngor Kuafu No.01 Fashion Experience Hall" located on Yinxian Avenue in Haishu District, Ningbo. Its biggest highlight was that the live-streaming room made of all transparent glass was set up in the best position on the second floor. The experience hall, which cost more than 40 million yuan in total, is not only to enhance the brand image and service, but also part of layout of Youngor in the field of marketing.
Under the background that traditional e-commerce tends to be saturated, the fashion experience hall that can realize the deep integration of online and offline will be the key to Youngor. Youngor will build 30 fashion experience halls across the country, promote online and experience offline, develop mobile APP and enrich application scenarios. According to statistics, the annual per capita sales of offline stores is about 700,000 yuan, while the annual per capita sales of live broadcast online can drive 70 million yuan, with a difference of 100 times.
The key is talent. Youngor plans to train 300 broadcasters. Every large and medium-sized city in China has at least one live studio, which will form the core competitiveness of online and offline integrated operation.
Besides live broadcast, the Fashion Experience Hall has also made refreshing changes in smart retail and cross-border cooperation. With the gradual expansion of Youngor's fashion industry, more co-branding and cross-border cooperation will be presented in the future fashion experience halls.
Intelligent manufacturing drives industrial chain upgrade
Intelligent manufacturing is the engine of today's textile and garment industry, and it is also the advantage of the high-quality development of Youngor's entire industrial chain. In 2018, Youngor invested hundreds of millions of yuan to build an intelligent factory, and cooperated with China Unicom to become the first batch of 5G+ "future factories" in Zhejiang Province, striving to be a benchmark enterprise for intelligent manufacturing of clothing in China, and realizing flexible production with multiple varieties, small batches, personalization and customization, which not only greatly improved the production efficiency, but also flexibly responded to changes from upstream and downstream markets, making Youngor have a strong core competitiveness in the clothing industry chain and supply chain.
In August, the list of "Top 100 Enterprises in China Clothing Industry in 2021" was officially released, and Youngor Group won the top position of "Operating Income" and "Total Profit". In September, in "2022 Top 500 Private Enterprises in China" report, Youngor Group ranked 52nd, up 16 places from last year. In the past 43 years, Youngor Group has taken the fashion industry as its core, diversified and developed steadily.
Today, Youngor, with six major brands, takes the lead in developing the business model of live online and offline experience, and at the same time starts the intelligent manufacturing 5G factory. Youngor's fashion journey is steadily and long-lasting.
By Zhong Mengxia
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