How Should YOUNGOR Turn From Product Type To Brand Type?

The first change made by YOUNGOR after the "return" is to refine the brand and no longer "single product" to conquer the world.

Among them, "CEOYoungor" is the main line of YOUNGOR, its traditional style is generous, and its target customers are 35~45 year old business people.

MayorYoungor is the high-end brand line of YOUNGOR. This series includes customized business, a large number of hand-made products, targeting 40~55 year old executives and other high-end customers.

The green label (GreenYoungor) product is close to fashion and design sense, mainly located in the 25~35 year old young fashion consumer group.

In addition, the hemp family is YOUNGOR's self-developed green hemp products. At present, it has opened the hemp living museum in Ningbo and Beijing, and HartSchaffnerMarx is the famous American brand of YOUNGOR.

The refinement and development of gold standard, blue label and green label series are

From product subdivision to brand segmentation, this is not only a sentiment of YOUNGOR family.

On this CHIC2010, Shan Shan and Li Lang have coincidentally introduced new brand clothing products.

Experts point out that this is because the above brands, including YOUNGOR, are facing the problem of the older consumers and the limited attractiveness to the young consumers.

What impact will the new brand strategy bring to YOUNGOR? How can YOUNGOR pform from product to brand? We have made an exclusive interview with Mr. Ai Chis on these issues.

Sales and marketing: how do you think YOUNGOR will change from product to brand after focusing on its main business?

Ai Chis: first of all, we need to emphasize that the pformation from product to brand is a good move, especially in the clothing industry.

The future belongs to the brand, not the product.

If the company does not establish a strong brand, it can only rely on price war to sell the product.

This is not a good way to make profits. Sooner or later, competitors will sell their products at a lower price in the same market, and soon they will not be able to make money.

Brand is the weapon to deal with price war.

In fact, a famous brand has a higher price, which is an advantage in the market. Consumers usually believe that the brand with higher price must be better.

The real problem for YOUNGOR is not brand but timing.

It takes a long time to build a strong brand, and the introduction of five new brands is a serious strategic mistake.

The company should focus all its resources on a brand and build second brands after the success of the brand.

For Gillette, it is now a part of P & G, but it was once an independent company.

Gillette occupies 71% of the global market for manual shavers, but this is not done with one brand.

Gillette has seven main brands: Gillette, TracII, GoodNews, Atra, Sensor, speed 3 and Fusion.