YOUNGOR'S "51" Six Stores Open Together, Online Live Broadcast With Consumers "Roaming China".

Faced with the impact of the epidemic, how can consumer brands withstand pressure and develop against the trend? YOUNGOR, a 41 year old Chinese men's wear faucet, is facing the problem with practical action. From Chairman Li Rucheng's circle of friends in February to full line marketing, from the invited traffic stars to the workshop, live directly to vice chairman Li Hanqiong. The speed and determination of YOUNGOR's self renovation is amazing.

During the May 1 golden week, YOUNGOR once again released the "big move". It opened 6 large stores in 4 provinces at the same time, and launched the large-scale online live broadcast of the "cloud China", with consumers staying home to see China, the first stop in May 1st - Fuzhou. In addition, during the event, hundreds of shops under the same line celebrate, seize the small holiday consumption opportunities. Combined with a series of actions which began in the middle of February, 3 months after the outbreak of YOUNGOR, the traditional clothing retailing business seemed to have turned around and had some unique features in operation.

Shop against the trend

In fact, the layout is favorable.

As we all know, in the whole industry chain layout of YOUNGOR, the self operated terminal channel across the country has always been a proud capital. After the outbreak of the outbreak, in response to the government's call, YOUNGOR basically closed all self operated stores, and sales were hit hard. The lowest sales performance of physical stores was only 1% of the non epidemic period. Even though the epidemic is improving, the stores are reopened, and they are still facing the substantial impact of insufficient passenger flow and consumption demotion.

How to break the situation?

Traditional retail predators are fighting online marketing, including YOUNGOR.

In February 13th, YOUNGOR group headquarters held the first plenary marketing mobilization Conference on line. Since then, twenty thousand staff members of YOUNGOR headquarters have worked together to create a "marketing war" regardless of age and departments. In recent years, Li Rucheng, who is nearly 70 years old, has also released product photos and related sunflower codes in his circle of friends, with four words: "Handan learning."

After more than half a month of distribution and private sector accumulation, YOUNGOR watched 330 thousand people in the live broadcast during the men's day in March 7th, with sales exceeding 5 million yuan.

During the epidemic, the average daily sales of YOUNGOR's small program was around 5 million yuan, and the total sales performance in the first quarter was nearly 200 million yuan.

Then, in April 11th, during the live broadcast of YOUNGOR's brand ambassador Xiong Ziqi, the live broadcast led to a breakthrough in the sales volume of the whole network, which exceeded 11 million 610 thousand yuan, and watched over one million people. In April 25th, it was ingenious, and endorsed products in the YOUNGOR Zoo with "animal stars", and the live sales exceeded 16 million 850 thousand yuan.

Blossom online, all the way.

So why did YOUNGOR return to the old road in May, and the six stores across the country opened together?

"If the line is a leg, then the line is a walking stick. If you want to walk fast or even run, it's not enough to rely on one leg alone. Online and offline integration is the key to YOUNGOR's headwinds. Xu Peng, executive deputy general manager of YOUNGOR fashion holdings, told the story.

"Online promotion, offline experience, online sales, offline services" is the definition of Li Ru's helmsman, Mr. Li Ru's paired "online offline integration" strategy. In YOUNGOR's new retail business scenario, offline stores are an integral part of VIP's service center, O2O experience center and fashion culture communication center.

Including the YOUNGOR (Fuzhou) cloud fashion experience Pavilion, YOUNGOR has 3 super experience flagship stores in the whole country. The location is located at the core of the mainstream business circle in the city. The business area is more than 2000 square meters. The appearance and interior design are more fashionable, technology and tolerance, showing the regional landmark. Ministry of science and technology has introduced intelligent systems such as cloud storage, store analysis, fitting analysis, etc., to facilitate data docking and big data analysis on line and offline, and set up functional areas such as VIP rest area, children's amusement park and clothing museum to enhance customers' willingness to stay, while exhibiting the rich connotation and excellent quality of the five major brand garments, and focusing on the overflow of dress culture. It is worth mentioning that in April 27th, YOUNGOR (Ningbo) fashion experience hall won the silver award of the A 'Design Award design competition, known as the European design "Oscar". This shows YOUNGOR's attention and devotion to the "001 Experience Hall".

As a matter of fact, YOUNGOR has launched a big business again. Besides practicing its online and offline integration strategy, there are two layers of deep meaning: The first is to win a little more, to turn it into a whole. In the meantime, YOUNGOR is also accelerating the closing of its annual turnover of less than 1 million yuan or even a small loss shop. Such shops have become "chicken ribs" because of turnover assessment, inventory clearance, and no expiration date. In fact, they can not contribute to profits and affect brand reputation. Besides, work is in the future; Second, there are three of the six major shops that have been opened, including three shopping malls (Fuzhou Dongbai center, Fuzhou Baolong Xinhua capital, Hunan Hengyang BBK), two shopping center shops (Ningbo Century Oriental Plaza, Anhui Suzhou Wanda Plaza), and one of the biggest shops is self-sustaining.

It seems that the risky practice of setting up a shop against the potential is actually carefully considered to accommodate the post epidemic market.

To open or find a new path or snap course

New live broadcast

The live broadcast of YOUNGOR is also different. It has found another way that suits itself and it is hard for others to follow suit.

First of all, in the public live broadcast and private live broadcast, YOUNGOR chose the latter. The public domain platform's head anchors can be shipped in a short time, but there are also restrictions on strict selection, low discount and high commission. The most difficult part of private live broadcast is the process of accumulating fans in the initial stage, while YOUNGOR has received 330 thousand people's viewing volume in the first private live broadcast in March 7th, and its sales exceeded 5 million yuan. The reason why it can be fired is that YOUNGOR is all over the world. More than 20 thousand employees in the country need to pull up 10 people each time, and the number of viewers can be guaranteed to be more than 200 thousand people.

Secondly, unlike other live broadcast, YOUNGOR will plan new themes in every period to enhance the attraction of watching live broadcast. From the stars to see the western-style clothes factory, ask the animal star to endorse the product in the zoo, and then to the opening of the "Yun You China" live FuZhou Railway Station on May 1st, it can be said that every live broadcast of YOUNGOR has fully integrated its offline resources, so that the live broadcast is not only a scene with goods, but also a large show.

In addition, YOUNGOR's five brands have their own characteristics, each has its own bright spots. MAYOR emphasizes the integration of China and Europe, the hemp family advocates natural health, and Hart and Marx play the colorful outdoor sports. These can also become the carrier of the theme of live broadcast, making the live broadcast room wonderful.

Accumulate steadily

Deep ploughing Fujian Market

Of the six large shops opened, three were selected in Fuzhou, the highlight of which is YOUNGOR (Fuzhou) cloud fashion experience Museum, located at the core of the East Street business circle, with a business area of 2460 square meters, with a total investment of 250 million yuan. In today's Internet age, it is rare to invest so much in retail stores, even in non epidemic markets. Why would YOUNGOR have such confidence in Fuzhou and even open three big stores?

"Fujian is the hometown of clothing, economically developed, there are many well-known local men's wear brands, men's wear market is more mature. YOUNGOR entered the Fuzhou market in the early 90s of last century. It has been developing smoothly in the past 30 years, but there is always a regret that there is no core flagship store. Liu Jianming, general manager of YOUNGOR min Gan District, said.

It is understood that since the launch of YOUNGOR's strategy, it has opened large stores in major cities such as Shanghai, Beijing, Shenzhen, Hangzhou, Changsha, Shenyang and other major cities, but the Fuzhou big shop has not landed for a long time until last April.

"Despite the difficulties faced by the epidemic, I am still calling for the opening of" May 1 "at headquarters. On the one hand, we have confidence in the country's fight against the epidemic, and on the other hand, we are confident of the recovery of the consumer market in Fuzhou. Even though we are facing the pressure of consumer demotion, people with market experience know that it is not overnight to cultivate a store. Besides, we have already made a breakthrough in online live sales. In order to provide experience and services, consumers are also relying on our protection. Such an experience hall is like YOUNGOR's real home in Fuzhou, and we have a sense of belonging with consumers. " Liu Jianming is still confident when talking about the pressure of opening up.