20 Thousand To 10 Billion: Interpreting YOUNGOR'S Development Path

In the evening of March 28, 2006 ad, the Beijing twenty-first Century theater, painted with arch, eaves, and blue tiles.

Known as the Chinese clothing "Oscar", the "costumes China - 2004 and 2005 China clothing brand annual awards ceremony" was held here.

The top prize in the brand award, the achievement award, was picked up by YOUNGOR.

As a leading enterprise in China's clothing industry, YOUNGOR has won the "achievement award".

However, it is hard to think of the fact that YOUNGOR was educated by several educated villagers who started in 1979 by investing 20 thousand yuan.

In just over 20 years, it has developed into the largest, well equipped and functional clothing base in the world. The assets of the group are over 10 billion yuan.

It can be said that YOUNGOR has created a miracle for more than 20 years, and has written a thick and colorful chapter in the history of Chinese and even the world's clothing.

From wedding clothes to self created brands

In 1979, a youth garment factory was set up in Shi Zhen, Yinzhou District.

It is said that the factory is just an original small workshop dwelling in the basement of the stage. Several household sewing machines are bought with the cost of 20 thousand yuan educated youth. The rulers, scissors and stools are brought by workers, mainly for other factories to manufacture vest, shorts, cuff and other gadgets.

In early 1980, Li Rucheng, who had been farming from Shanghai to Yin county for 15 years, was placed in the youth factory. He first worked as a lathe driver and then worked as a laborer.

When the small factory was faced with a broken meal and a precarious situation, Li Rucheng went to the northeast to capture 12 tons of fabric processing business, so that the small factory was brought back to life.

From then on, Li Rucheng gradually revealed his managerial ability and was eventually pushed to the position of factory director by the workers.

In 1983, Li Rucheng learned that Shanghai opened a shirt company to search for processing points. It was a heartbeat: it was a famous brand product in Shanghai. Why not borrow a ladder to go upstairs?

After a lot of hard work, the two sides reached an agreement: "open" to provide trademark and related technology with compensation, "Youth" as a branch to produce and sell on its own.

In second years, the profit of the youth factory has increased from 400 thousand yuan to millions, and the sales volume of third years has reached 10 million yuan, and the profit has doubled.

After digging into the first pot of gold, the youth factory is not satisfied with working as a substitute.

In 1986, the youth plant launched its first brand, "Beilun port".

In 1989, the annual sales of shirts in Beilun port amounted to 3 million.

Just as the "port of Beilun" was in the ascendant, the youth factory made a startling decision: abandoning the mature Beilun port brand and establishing a joint venture with Macao Nan GUANG company.

Li Rucheng has a deep vision: the brand with strong local color has limited potential in the future development, and the enterprise must go to the top step to get a new lease of life.

In August 1990, the Sino foreign joint venture YOUNGOR clothing company was born, and the "YOUNGOR" registered trademark came out.

"YOUNGOR" is not only the English homophonic of "Youth" but also skillfully embedded in the name of Li Rucheng's peasant village of 15 years.

Later, people called the reform "YOUNGOR Nirvana".

Since then, YOUNGOR has even stepped onto the steps: in 1993, it became a joint-stock company with clear property rights; in 1998, the company went public and set foot in the capital market.

Technological innovation shirt "Eighteen changes"

Because of the low starting point of garment industry, people have attributed it to sunset enterprises. However, Ningbo people still make the clothing industry flourishing, which naturally cannot be separated from innovation.

YOUNGOR shirt is an outstanding representative.

In 1990, the Sino foreign joint venture YOUNGOR Clothing Co., Ltd. was set up at the beginning of its founding, and invested millions of dollars at a time. It imported more than 300 sets of advanced international technology and equipment from Germany, Japan and the United States. The YOUNGOR brand shirts with excellent quality quickly gained market favor, and created a new world in the middle and high grade clothing area.

In 1994, YOUNGOR imported HP shirts from Japan without ironing.

After the product was released, there was an ironing rush in the domestic shirt Market.

In October of that year, YOUNGOR cotton ironed shirts were jointly evaluated by the five ministries and commissions of the State Science and Technology Commission as the first national new product in the history of Chinese shirt industry.

Since then, dozens of shirts factories in China have introduced HP technology successively, and the market penetration rate of Chinese HP cotton is far more than that of Japan.

3 years later, "VP shirt" was born in YOUNGOR.

It is through the use of the theory of non resin most pure form cross-linking technology, using microcomputer controlled steam spray to "dress up", fast heating and effective temperature control, so that chemical auxiliaries are distributed to every inch of the skin of the shirt, so as to achieve the effect of wrinkle free and ironing.

As a result, the shirt has the properties of crease resistance, shrinkproof, softness, moisture absorption, easy drying, easy decontamination, strong color fastness, good air permeability, durable shape and so on.

In 2004, "nano VP shirt" came out.

After 2005, there is also a shirt upgrading technology for the replacement product - "DP shirt".