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From The Small Workshop Under The Stage To The World-Class Fashion Group, YOUNGOR'S 40 Years Of Change And Invariance

2019/10/25 12:00:00 0

Fashion GroupYOUNGOR40 Years

40 years ago, when the spring breeze blows across the east of Zhejiang Province, a small collective economy workshop, called youth clothing factory, was born on the stage of Ningbo Shi Shi Zhen (Shi Shi Street), which sewed some leftover materials to the state-owned garment factories in the town.


40 years later, this small workshop has become a loud name in the Chinese textile and garment industry. YOUNGOR, a company with over 50 thousand employees, 50 million shirts per year, and 87 billion 900 million yuan in 2018, is the 500 largest Chinese enterprise across the textile, clothing, real estate, investment and trade.


The youth is not old, the original heart has not changed. Standing on the 40th anniversary time node of YOUNGOR, Li Rucheng, the group chairman, has set YOUNGOR's goal in the next 30 years to become a world-class fashion group.


Digital driving


"Wisdom" leads



Since the reform and opening up, the rise of private enterprises has injected strong vitality into the development of new China, but in the numerous market competition, the survival and development of enterprises will also encounter a series of challenges. The reason why YOUNGOR can remain vigorous in the 40 years of development is still vigorous. The most important reason is that the enterprise has always been at the forefront of the technological revolution. It still maintains its vigorous vitality.


In 1984, YOUNGOR opened a horizontal joint venture with garment factories in Shanghai to grasp the advanced manufacturing process. In 1996, YOUNGOR spent about 20000000 yuan on the introduction of HP ironing technology from Japan, and first introduced a non ironing in China's shirt Market. After four years, it introduced the VP ironing process from the United States, and the "main environmental protection, no ironing and comfort". After that, it introduced the nano VP free ironing technology. In 2002, the textile city went into operation on schedule, and developed new fabrics with high density, fine knitting and ironing, antibacterial and other 5 functions.


Where is the secret? On the afternoon of the afternoon of October 23rd, the YOUNGOR 40th anniversary dialogue Summit Forum was held in October 23rd. Li Rucheng reviewed the past, present and future of YOUNGOR, and told the secret of YOUNGOR's everlasting prosperity. The most important reason is that "the enterprise has always been at the forefront of technological revolution".


Li Rucheng's goal is to make YOUNGOR A Centennial enterprise, aiming at the whole world. A few years ago, he once wrote a poem entitled "YOUNGOR dream". He wrote: "the Yangtze River wing of the East China Sea, the Jiangdong children are generous four thousand, and rely on the four Ming's lofty steps. Step on the Sanjiang and leisurely, sing the great winds of Kyushu, build a hundred years of great cause, develop a steady and relaxed attitude, set the essence of Europe and America, melt the civilization of China, revive the grand revival of the pillow, report to the elders, inherit and innovate, be strong and capricious, and admire the four seas of heroes.


Now, at the age of 40, YOUNGOR, under his leadership, once again released his dream and embraced the fourth wave resolutely, leading the company to the heights of "new retail" and "intelligent manufacturing" with technology empowerment and digital drive.


In the 001 YOUNGOR fashion experience Museum, which opened in October 23rd, we may be able to glimpse the innovative vitality of technology injected into retail. 5G AR fitting mirror, 5G intelligent shopping guide robot, 3D volume body, these technologies will jointly create "5G+VR/AR" immersive shopping experience. These are the changes that can be seen on the surface, and the deeper efforts of YOUNGOR have not yet come to the surface. The direction of their efforts is to construct the three elements of digitized "people's freight yard".


First of all, YOUNGOR is trying to integrate digital consumers with consumers in real time, making data the core production factors, adjusting production data and adjusting production relations.


At the same time, YOUNGOR's "field" under the new retail business is the integration of all channels. The intelligent system is "decorated" for its "efficiency" and the experience is better.


For example, which clothing should be placed in a prominent position when sampling? It used to be experience, and now it can rely on data.


With regard to the reconstruction of "goods", YOUNGOR has taken the lead in the whole country. In the past, the competitiveness of traditional retailing was low, and there was no cause for product homogeneity and supply and demand mismatch. Consumers are more willing to pay for products that they like. To understand the needs of consumers, match them according to needs, push customers' thoughts, and sell customers' love, which is the reconstruction of "goods" by new retailers.


In recent years, YOUNGOR has set up a "smart platform", which was launched in August last year and has been fully launched to double eleven. Taking inventory as an example, from a consumer's perspective, after the online and offline inventory is opened, buyers can place orders online, distribute them through the nearest offline stores and enjoy the same price. Similarly, when a buyer sees a favorite garment on the line, there is no size in the shop, he can also place the order online, and distribute it by other stores on line or offline.


This solves the initial demand - "there must be goods." At the same time, any store can sell clothes that are not stocked by itself, and do not need a lot of stock.


To achieve this rapid reaction system, we need a strong "logistics heart". In October 22nd, the day before YOUNGOR's 40th anniversary conference, the launching ceremony of YOUNGOR international fashion research and development center and intelligent logistics center was held at YOUNGOR headquarters. At the launch meeting, YOUNGOR signed a comprehensive strategic cooperation agreement with China Post, which is less than 5 kilometers away from YOUNGOR headquarters in Ningbo, with a total investment of nearly 1 billion yuan. The total logistics area of the high-tech logistics center, which has a total construction area of 110 thousand square meters, will introduce advanced technology and equipment such as +5G technology, RFID RF technology, multi honeycomb, AGV unmanned forklift and mechanical arm, which can be used to seamlessly link data stations, intelligent marketing and intelligent manufacturing, and build panoramic intelligence supply chain system.


The "inventory problem" is readily solved.


Then turn to the production end. In the intelligent workshop completed by YOUNGOR in 2018, large-scale intelligent customization has become a reality -- more than 70 pieces of cloth and 300 processes. It takes 15 days to produce a tailored YOUNGOR suit. It only takes 5 days now, and only 2 days in the limit. After the launch of the intelligent factory, it is estimated that the annual output will reach more than 150 thousand units, and the production capacity will be increased by 25%.


Recently, YOUNGOR's intelligent factory was awarded the "2019 textile enterprise intelligent manufacturing demonstration project" by the China Textile and Apparel Federation judges.


Keep up with the trend


"Fashion" leads



The empowerment of technology is only a change in hardware. To embrace the new era, keep up with the trend and become a world-class fashion group, YOUNGOR's more magnificent turn is being staged in the corporate culture gene.


In fact, YOUNGOR has always been the leader of fashion fashion in China. In 1993, YOUNGOR set up 30 marketing departments in 25 cities across the country. Almost overnight, YOUNGOR endorsement by Kris Phillips was full of the north and the south.


Since then, YOUNGOR has knocked down 300 million yuan, opened 100 large flagship stores in 30 cities such as Hangzhou, Nanjing, Wuhan and Chengdu, and increased this number to 1000 after 5 years.


Now YOUNGOR's desire to connect with the trend is more intense.


This summer, YOUNGOR completed its first IP collaboration in history: the Disney Lion King series T-shirt.


With the strong push of the new generation of consumers, fans economy and net red economy have become a force that can not be ignored. This attempt is also intended to attract the 85 consumers to walk into YOUNGOR and re recognize YOUNGOR by the upcoming live lion king movie.


At the same time, YOUNGOR's shop is in the layout of the whole country. In terms of customers, the goal of YOUNGOR shop is clear: trying to open up a market for younger groups. Compared with the previous stores, the workshop store's scenes are also innovative. The decoration tone of the whole shop is made up of "red, yellow, black, white and green". All the objects in the shop are made of metal, bamboo, solid wood and colored glaze, which show the natural style of YOUNGOR.


On the display of goods, YOUNGOR workshop stores gathered many brands such as YOUNGOR, MAYOR, Hart Schaffner Marx, hemp family and so on, and also launched its women's clothing brand YOUNGOR LADY.


In the 001 fashion experience Museum, YOUNGOR is trying to create a new fashion ecology, introducing a series of "crossover" products such as Rui Xing coffee, trying to create a light business lifestyle.


In recent years, YOUNGOR has built a brand system of all ages and price segments. At present, YOUNGOR has YOUNGOR, MAYOR, Hart Schaffner Marx, HANP (hemp family), YOUNGOR LADY5 sub brand, which is oriented to different consumer groups and product needs.


With these improvements, in 2018, YOUNGOR brand clothing section completed its business income of 5 billion 643 million 500 thousand yuan (including the textile sector), an increase of 13.22% over the same period last year, and realized a net profit of 829 million yuan, up 9.34% over the same period last year.


In the blueprint of YOUNGOR world class fashion group, YOUNGOR will take three steps in the next 30 years: the first step is to develop and create 5~10 own brand; the second step is to purchase and cooperate with 5~10 international brands; and third steps to build a marketing platform for online and offline integration.


It can be said that YOUNGOR's pursuit of fashion and youth strategy in these three steps is not only in line with the needs of the industry and the pursuit of China's urbanization development, but also in line with the requirements of consumers and the market.


Ingenuity remains


"Quality" leads



Despite the changing trend of fashion, consumers' pursuit of clothing quality has not changed. One of the tenet of YOUNGOR's 40 years of youth is that there is no shortcut to quality.


A hundred years ago, Ningbo's "red gang tailor" ran through the world with a pair of scissors, an iron and a tape. They made the first Chinese tunic suit with exquisite workmanship, opened the first Western-style clothes shop and the first clothing school in China, and published the first clothing theory book, which has made a brilliant achievement in the history of Chinese clothing.


The craftsman spirit of the red gang tailor is still flowing in every YOUNGOR's blood today. "We have been stuck in a shirt and suit for 40 years." Li Ru, chairman of YOUNGOR group, said, "brand is the best industry. YOUNGOR people want to use one needle to start the national brand and stick to the industry."


4 years ago, YOUNGOR completed the whole industry chain structure from "cotton planting, spinning and weaving to fabric research and development, clothing design to clothing production, terminal". According to the market feedback, we design the clothing styles and styles with customers, customize the fabrics according to the styles, and select the raw materials according to the fabrics. This mode of investing heavily into every nerve endings of the industrial chain is a solid foundation for stable quality and further upgrading over the past decades.


Akesu, Xinjiang, the south foot of Tianshan Mountains, is rich in world-renowned Xinjiang long staple cotton. YOUNGOR's cotton spinning base in Xinjiang is located here. "Long staple cotton in Xinjiang is directly checked from seed selection to planting. It can be said that every seed is selected. Its fineness, strength and softness are much higher than ordinary cotton. It has a good sense of draping. It has silky smoothness and high color fastness. It is durable and wrinkle resistant. It is very easy to pilling. It is very compatible with our DP ironing technology. Long staple cotton is more comfortable than 5 times of ordinary fabric. Wang Qingmiao, director of R & D center of YOUNGOR fashion Holding Co., Ltd.


On the basis of long staple cotton has been widely used in the market, YOUNGOR has been researching and developing the "Yang Rong cotton" for 20 years. Its product characteristics are superior to that of long staple cotton, and its output can be further upgraded by 50%-70%. This will surpass the status of high-quality cotton seeds such as Egyptian cotton and American cotton in the world cotton market, so that China's cotton will outshine others.


In addition to planting thick at the plant end, persistence in fabric testing is the secret of YOUNGOR's product quality. "The national standard of anti crease water washing test must be washed 5 times, we wash 20 times, wear-resisting experiments must be worn 10000 turns, our internal control wear-resistant 20000 turn, not only because these national standards are drawn up by us, need to set an example, and more importantly, since we have built the whole industry chain, we should shoulder the banner of China's national garment industry without hesitation." Wang Qingmiao said.


Heart and soul


"Responsibility" leads


"Poverty is the only way to get the best of it."


In the 40 year, YOUNGOR remained unchanged and grateful to the society for its success.


As a representative of Ningbo enterprises, YOUNGOR has been moving forward in a low and steady way on the road of social responsibility.


Over the years, YOUNGOR has continued to develop social welfare undertakings in the areas of poverty alleviation, earthquake resistance, disaster relief, education, health, culture and so on. It has included the "student assistance", "medical health", "caring for the elderly" and "Counterpart Assistance" as the key areas of YOUNGOR support. The annual public welfare support plan is funded through the financial budget. So far, more than 513 million yuan has been invested. Since its inception, YOUNGOR has won many honors in the public welfare undertakings. It has been listed as the top 50 corporate social responsibility of Hurun for many times. It has been appraised by the Central Committee of civilization as the national advanced unit of spiritual civilization construction. It has been awarded the charitable Association's "China Charity Cause outstanding contribution award" and the national Ministry of civil affairs "China Charity Award". It has been enriching and extending the connotation and value pursuit of "decorating life and serving the society", giving YOUNGOR brand unique spiritual quality.


Among the many donations, the most money and energy is devoted to education and philanthropy.


In 1997, YOUNGOR donated 1 million yuan to Guizhou Majiang County for the construction of hope primary school. Since then, in Tibet, Sichuan, Jiangxi, Gansu, Ningxia and other places, more than 10 "YOUNGOR" donated hope primary schools have sprung up. At the local level, 50 million donated YOUNGOR hope primary school, YOUNGOR primary school and YOUNGOR middle school, and continued to provide funding. 1 hundred million of the funds were invested in the reconstruction of the Tong Tong School. A total of 67 million 600 thousand yuan was set up to establish the "YOUNGOR charitable scholarship fund".


In October 22nd, YOUNGOR signed an agreement with the Haishu district government to donate 88 million to YOUNGOR secondary school to provide better quality education environment for local children.


The height of a tree rises from its root, and the river loses its source by thousands of miles.


The spirit of daring to innovate and stick to quality is flowing in the blood of YOUNGOR and rooted in the soil of Ningbo.


In the past, the future will not change.
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