Li Rucheng: What Kind Of "Change" And "Invariance" Are YOUNGOR Experiencing?

This China

The loudest name in the industry is the leading industry that is most familiar with and still has the most attention.

For YOUNGOR, who once again led the top 100 Chinese garment enterprises, in the era of upheaval, it seems that there has always been a constant mind in the era of upheaval and change.

The reporter had the honor to talk with Li Rucheng, chairman of the group, to understand and present the "change" and "change" that YOUNGOR is experiencing.

Reporter: what are the new ideas of YOUNGOR? What are the general development strategies in recent years?

Li Rucheng: with regard to the new strategy and new ideas, we should say that YOUNGOR has always been adhering to the concept of steady development.

But there are some changes in the current emphasis. Now YOUNGOR will pay more attention to the operation of the brand.

Starting from the second half of this year, YOUNGOR will focus on its main work.

On the operation, this is also the inevitable trend of market development.

Reporter: you mentioned that YOUNGOR's current focus will be on brand operation. What kind of new image will YOUNGOR have in its brand culture and brand building in the future?

Li Rucheng: so far, YOUNGOR has been leading the trend of men's fashion in China.

Next, YOUNGOR will continue to adhere to the core position of business clothing products, while insisting on multi brand development. The focus will be on the adjustment of management.

Because in any case, after 36 years of development, YOUNGOR has started from simple clothing production to gradually establish the pformation and development of system marketing, from various internal organizational management to the evolution of marketing. Today YOUNGOR still wants to continue to sort out and plan in this regard, especially for brand marketing and display.

Our internal management, product R & D, including planning must be re combed.

Initially, it will take 5 years to bring YOUNGOR back to life.

We need to reduce the current number of 3000 stores to 1000, and at the same time, we should double the volume of business.

Reducing the number of stores by 2/3 is a big change for YOUNGOR.

We will rebuild our original store as a platform. In the future, YOUNGOR will make great efforts to build the platform, and turn the original store into a VIP customer service center, an enterprise center and a fashion culture communication center.

Reporter: is YOUNGOR planning in the field of customization in the future when customized to become a trend in the apparel industry?

Li Rucheng: customization is actually a very hard area, and it is also a very demanding service for customers.

YOUNGOR also spent nearly 10 years exploring it.

I think it can be said that customization is a side of the clothing industry and even the clothing market, but not necessarily a theme.

In this year's twentieth Ningbo clothing festival, YOUNGOR will focus on customization and restructuring of garments.

However, there is still a great deal of randomness in the clothing purchase in the domestic market, and the total amount of customization is not very large.

At this stage, customization is still personalized, but as long as the market has this demand, clothing enterprises will have to meet this demand.

Reporter: it is said that children's clothing is the last piece of cake in the clothing industry. YOUNGOR has been concentrating on men's wear for many years, and has never been involved in women's wear and children's clothing. Is there any intention to enter women's clothing and children's wear plates?

Li Rucheng: I think there is a big difference between women's clothing and children's clothing. YOUNGOR will not take the initiative to involve women's clothing and children's clothing for the time being, but it doesn't mean that it will never be involved.

Whether women wear, children's clothing or even baby clothes, YOUNGOR will consider it.

We do not exclude, and we can have a chance to get involved in such fields as professional women's clothing.

But for now, YOUNGOR still wants to continue to improve the quality of products, especially the low-end products in large quantities will gradually reduce, focusing on high-end product development and production.

Including outdoor business men's clothing area, YOUNGOR will also try.

At the same time, I don't think children's clothing is the last piece of cake. China's clothing industry has just started.

This is what I think is very important: YOUNGOR has the responsibility and obligation to disseminate the fashion fashions that belong to us together with the media.

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Li Rucheng: from the perspective of international development experience, the overall capacity of the market is limited.

YOUNGOR insists on making more brands. First, because the market development is too wide and promising for both age and consumption level. Two, as the original and unique brand of YOUNGOR, the hemp family is still the largest brand in the world, and the space for development is still great. Next, ya Gore will also focus on promoting the brand promotion of the Han Ma family in the costume festival.

At the same time, because YOUNGOR has a complete industrial chain, it can continue to cooperate from different brand lines.

In the aspect of brand building, it will be widened by YOUNGOR's own channels. This will also bring about half the effort, so that each brand will eventually become mature.

Every brand of YOUNGOR now carries on the operation of the division and has independent development capital.

The principles of brand development can not be confused in themselves.

But from now on, it is not very realistic for YOUNGOR to separate all the brands of YOUNGOR, so that the advantage of YOUNGOR's combined warships will be gone.

Therefore, according to the actual situation, the implementation of corresponding decisions may depend on the relevance of the products to decide how many brands to be added, and the supplement is limited.

Ultimately, the brand must be independent of each other, which depends on the development of the brand itself.

Reporter: will the store be reduced to 1000 at the same time, will there be any improvement in information technology? Are these 1000 stores new stores or expanded on the basis of the original ones?

Li Rucheng: informatization is serving the management idea. YOUNGOR has many brands, which brings great difficulties to the management of informatization.

For so many years of development, it is unthinkable if there is not a complete guiding ideology and mode to sort out effectively.

Next, YOUNGOR will continue to strengthen the processing of digital information, improve accuracy, and effectively enhance the internal management and logistics management of goods.

The pformation of the 1000 shops will be affected by various objective factors such as area and location, so it is still necessary to change the concept.

In the future, as the location of service centers, shops may be pformed and small-scale integrated. The focus is on cultural construction, so that all shops can become the center of fashion culture.

Many people think that YOUNGOR is a textile and garment industry. In fact, I think we are an urban industry and a fashion industry.

Reporter: what do you think of the current development of the garment industry? What are your suggestions and opinions on the development of Ningbo's clothing industry?

Li Rucheng: now the overall trend of clothing has entered the downward range, and the whole world is facing the problem of overcapacity.

But YOUNGOR believes that this is actually an opportunity. From a cautious perspective, China's market is still in the state of consumption and upgrading.

There are still vacancies in China's high-end market. China's current clothing brands, which are truly matched from R & D to production, are not many.

There are many similar phenomena in products, and the brand vitality will not be too long.

YOUNGOR is a completely original brand, and this is our strength.

YOUNGOR's R & D center will also become a world-class R & D center.

For Ningbo clothing, some old brands are weakening, and more new brands are emerging.

Ningbo is a city with traditional clothing. After so many years, Ningbo is still dominated by traditional manufacturing, and has not taken the brand as the main force to expand.

Next, I think Ningbo garment industry needs to make up short boards, and strive to build more influential brand enterprises through the new ideas of supply side reform.