YOUNGOR Li Rucheng: What Is The Current Situation Of The Garment Industry?

Recently, a reporter interviewed in Ningbo.

Li Rucheng, chairman of the group, understands YOUNGOR's future plan.

"YOUNGOR will insist on

series

Li Rucheng's answer is "intensive farming".

Target: brand group

Reporter: what is YOUNGOR's development strategy in recent years?

Li Rucheng: YOUNGOR has always been firmly committed to the concept of stable development.

Now YOUNGOR will pay more attention to brand operation.

Starting from the second half of this year, YOUNGOR will focus its efforts on brand operation, which is also an inevitable trend of market development.

Reporter: how do you think about such a strategy?

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

After 36 years of development, YOUNGOR has gradually established systematic marketing from clothing production to brand creation. From internal organization, management, production to market marketing, YOUNGOR today will continue to comb and plan in this regard, especially for brand marketing and display.

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

Reporter: the key is brand operation. What is the step-by-step plan?

Li Rucheng: it was initially decided to take 5 years to bring YOUNGOR's reborn changes.

We plan 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.

Starting from the second half of this year, YOUNGOR will appoint 4 top executives of the group to manage YOUNGOR series brand respectively and push the brand to be strong and strong.

Reporter: now many large enterprises are doing more brand operation. Is it necessary to operate multiple brands?

Li Rucheng: YOUNGOR insists on making many brands. First, regardless of age or level of consumption, the market has a wide range of development and many brands are promising. The two is the unique brand of YOUNGOR, which is created by YOUNGOR as the unique brand of YOUNGOR. The YOUNGOR will also focus on promoting the brand promotion of the Han Ma family in the Ningbo Fashion Festival. Next, YOUNGOR has a complete industrial chain, and it can continuously push forward cooperation from different brand lines. In the aspect of brand building, it will expand with the channels of YOUNGOR itself, so that each brand will have a half effect, so that each brand will eventually become mature.

Reporter: how does it work? What is YOUNGOR's goal?

Li Rucheng: 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 the corresponding decisions may depend on the relevance of the products, but the brands should be independent, depending on the operation of the brand itself.

YOUNGOR's goal is brand group.

The details will be announced at the YOUNGOR press conference on the occasion of the October 19th Ningbo Fashion Festival.

Focus: make up short boards and make brand enterprises.

Reporter: what do you think is the key to a good brand group?

Li Rucheng: why for more than 10 years, the development of YOUNGOR's clothing plate is not stable. We concluded that our investment in clothing is insufficient.

Capital investment, especially the insufficient investment of talents.

Only with greater effort will we have better output.

Of course, we can also buy overseas channels.

We will strive to make YOUNGOR brand stronger and stronger.

Reporter: is there any plan for YOUNGOR's customization in the future?

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.

Customization is a revolutionary change for the entire garment industry, and I think it can be said that customization is a side of the clothing industry and even the clothing market, 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: what do you think of the current situation of the garment 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 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.

I think we should speed up the short board, actively carry out the supply side reform, and strengthen the brand.

Reporter: YOUNGOR has been focusing on men's wear for many years. Is there any intention to enter women's clothing and children's wear?

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 rule out having the opportunity 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.