Recently, at the Youngor clothing marketing conference, Youngor’s chairman Li Rucheng said that the company’s diversified development itself is not wrong. The practice in the past two decades also proves that the company has seized some opportunities in investment and real estate, bringing the company prosperous profits. However, it is undeniable that the company has neglected the investment in the main business of clothing, especially neglecting the integration and development with the Internet. However, Li Rucheng is confident in revitalizing the apparel industry.
After four years of sales, I’m shameful.
At the end of the previous years, it was quite entangled, because in the four years from 2013 to 2016, Youngor’s clothing sales revenue stagnated. In 2017, the company made great efforts and finally achieved 12.8% growth, which was benefited from the company's expanding investment and the unremitting efforts of all colleagues.
It is undeniable that the Youngor brand is already facing the danger of being marginalized. However, Li Rucheng said that backwardness is not terrible, shame is almost brave, courage to admit backwardness, and dare to catch up. No matter how the times change, there will always be room for development and opportunities left to us. The company is really like "keeping a gold mine to eat", how will Youngor, with such a good foundation, turn around in a gorgeous way?
Strive for progress in the embarrassment
Youngor started from the factory, has a complete industrial chain, and in recent years has basically completed the task of capacity transfer. The next step will be to achieve "intelligent manufacturing" through standardization, automation, informatization, and digitization, and to achieve the purpose of product production, exquisiteness and excellence. On the one hand, it has made due contributions to “Made in China 2025†and, on the other hand, laid a solid foundation for achieving competitive costs.
There is a popular saying at the moment - the era of the brand has passed and it has come to the era of category. Li Rucheng believes that this formulation is incomplete. If one cannot be sure, one will negate the other. The company should continue to do the Youngor brand, which is in line with the company's transformation into a brand operator. At the same time as the brand is done, the company must be the best in its category.
This cost definition is by no means a simple distinction between high and low, but to pursue competitive costs. Youngor has to do the same product, the company's cost is lower; the same cost, the company's products are better. Platform construction is the most critical part of smart marketing. Although Youngor has opened and is opening many big stores, there is a big gap between the store and the platform. The company should create a comfortable marketing environment for customers, and make the platform a VIP service center, an O2O experience center, and a fashion culture communication center.
The company's rapid response should be reflected in all aspects of smart marketing, including the capture of market information, product planning and design, fabric procurement and processing, logistics and distribution, after-sales service and many other aspects. Companies should make good use of advanced technology, use big data, 3D volume technology, mobile payment methods, etc., to break the time and space limitations of marketing and achieve precision marketing. Smart marketing will be the core competitiveness of Youngor's future. The company has actively participated in the construction and will be displayed at this year's Wuzhen Internet Conference.
Promoting institutional innovation with reform
The most active period of Youngor was in the 1990s, when the company carried out Sino-foreign joint ventures, joint-stock reforms, established brands, established market operations departments, and diversified development. However, at present, many aspects of Youngor's large machine have "rust" or "loose". It is necessary to use reform to promote institutional innovation and maximize the mobilization and release of human factors. Next, the company will adopt the goal management method to replace the traditional assessment, and determine the employee's income according to the achievement of the goal.
Through the reform of the distribution system, the store managers and directors will be transformed into the main body of market operations, simplify the hierarchy, and fully mobilize their enthusiasm and productivity. In general, when the number of managers exceeds the marketer, it is likely to suffer losses. The company encourages management personnel to enrich the first line of marketing to engage in market operations, reducing staff, increasing efficiency, and raising salaries.
In addition to hardware and software, the investment in technology is more important to invest in the corresponding talents. At the same time, it is crucial to increase investment in technology for the market. The company will further increase its investment in informatization construction and create a fun marketing platform to meet the needs of contemporary people to pursue “interesting†consumer experiences.
Solidly promote VIP construction to participate and share
According to the understanding, the company must steadily promote VIP construction and pursue high-quality growth. The company should actively use big data, establish a Youngor customer body database, realize "scale customization", and accumulate a true VIP group.
In the future growth and development of the company, we must effectively realize the participation and sharing of VIP. The company invited 50 VIPs to participate in the ordering last year. Although it has gained VIP and social recognition, it has also achieved some media effects, but this is only a fur, just a start. Next, the company should further mobilize VIP as a real consumer's role function, play its role in conveying market information, reflect market demand, and let VIP further participate in the selection and ordering. For each VIP order, the company conducts sales tracking, and at the end of the year, rewards VIPs based on sales results, and truly participates in the sharing of enterprise development results.
Editor in charge: Gao Wei
Blended Yarn,Cotton Acrylic Blend Yarn,Comfy Cotton Blend Yarn,Cotton Blend Yarn
Suzhou Zhiqin Textile CO.LTD , https://www.zhiqintextile.com