October 25, spend 30 million yuan to renovate, with nearly 10 years of history Youngor Center store will be re-opened in Tianyi district. This Youngor flagship store of the world's largest brand of business area of ​​nearly 5,000 square meters, bringing together its five styles of different brands. So far, Youngor has invested over 1 billion yuan in the past two years and successively established large-scale flagship stores with over 1,000 square meters of business area in Beijing, Hangzhou, Shanghai, Xi'an and Shenyang. As a veteran listed company in Ningbo, Youngor clothing started as a generous masterpiece made a big footnote. Earlier, Li Youcheng, chairman of Youngor also said that the international financial crisis inspired Youngor realized that their strengths or the apparel industry, and thus from a diversified expansion of the situation to the main operation of the apparel brand. In addition, as a listed company, financial investment has a great influence on the performance of the company. Therefore, it decided to control the scale of financial investment and increase its investment in main businesses, especially brand apparel. According to the Annual Report, Youngor's brand apparel business revenue in 2011 increased by 24.7% from the same period of previous year, and its net increase was 157 stores, up 2302, an increase of more than 15% over the same period of last year, gross profit margin increased by 2.8 percentage points to 65.7% . The proportion of brand apparel business revenue in total revenue increased significantly from 21% in 2010 to 33%. Apparently, the contribution of apparel to Youngor is rising. Youngor well versed in the truth of the channel. Established in 1995 marketing company, up to now in the country with more than 2,800 sales outlets, Youngor has so far invested in the channel construction 3 billion yuan. Younger director Liu Xinyu told reporters that the large flagship store focused on behalf of and showcase the brand new image, Ningbo Tianyi shopping district, Beijing Dongdan, Hangzhou Wulin and Shanghai Bund No. 1 and other places despite the high costs, Younger is still spending huge sums in these businesses Center area out of the image of the unity of the flagship store brand. Targeted at regional sales, these large flagship stores focus on five major brands, YOUNGOR, MAYOR, GY, HartSchaffnerMarx and HANP, which are met through a stylish, personalized and multi-level brand structure Diversified consumer demand, and brought a new point of sales growth. For Younger, the brand diversification of the brand to achieve the refinement and extension of the brand appeal to express more clearly, the building of a unified image of the building can enhance the overall brand image, but also an important manifestation of leapfrog development of brand operation ability, And most importantly, but also bring good sales performance. According to Liu Xinyu introduced the first eight months of this year, Beijing Dazhongsi brand flagship store sales have reached 9,000,000 yuan, the Beijing market turnover of over 10 million yuan in the flagship store will reach two; Hangzhou Wulin flagship store in the first six Monthly sales reached 16.65 million yuan, Ningbo center brand flagship store before the renovation of annual sales reached 60 million yuan. Brand culture to create a window effect Wulin district is one of the commercial center in Hangzhou, commercial buildings everywhere, crowded, every day usher in thousands of tourists from all over the country. Younger in Yan'an Road, land of 450 million yuan to build a huge flagship store. From January 15 this year, opened so far, Hangzhou flagship store Tong Hai Duo performance pressure is not small, feeling a lot. Her direct leadership --- Youngor Hangzhou company manager Gao Yali, even in the shopping malls fought for many years, with rich experience in management of retail terminals, still frankly reporters, managing the flagship store "is an unprecedented challenge." Hangzhou Wulin flagship store business area of ​​more than 2000 square meters, there are five brand hall, including light YOUNGOR there are six series of products, shirts have a number of functional series ...... Diversified product requirements management more mall-style integrated management , More complex than the previous single-brand stores management. After careful consideration, they decided to flagship store as an important platform for brand culture to spread, bring benefits through activities. In the following months, the store launched a series of activities such as Shirt Culture Festival, Suit Culture Festival, Pants Festival, and Father's Day "Send Shirt for Father". Through the spread of suits and shirts, the culture of dress and consumers formed an interaction with In the marketing campaign to actively inject culture and emotional experience. Li Rugang, Chairman of Youngor Garment Holding Company, believes that "as an important brand image window in the regional market, the flagship store does a good job of brand culture communication through services, products and cultural activities, and the social benefits it brings to the brand development are here." According to Liu Xinyu revealed that Ningbo flagship store plans to re-open during the period, through the "wisdom", "nature", "responsibility", "city" and "youth" and many other supermodel to show its brand characteristics, and as a starting point, With the surrounding shopping malls, local colleges and universities to carry out regular cooperation on a variety of brand show activities, and strive to become the image of Ningbo and even the east window, spread fashion, show the brand culture, a real fashion source. Brand Operation to create the industry benchmark "Youngor flagship store positioning is the brand experience-based services, into the store, in addition to providing an array of products, consumers can feel the meticulous, caring service," Liu Xinyu told reporters. In the major flagship store, then deepened its "one-stop FA (fashion consultant) service." Hangzhou flagship store Tong Hai Duo told reporters: "Customers from the door, from greeting to product introduction, the combination of sales to the final delivery off by a salesperson reception, each clerk to do is become a fashion consultant for customers, customers To create an experiential shopping environment. "Of course, this requires both sales skills, but also familiar with each brand's products, which put forward higher requirements for salesperson's personal qualities. At present, there are only a few brands in China that can truly provide one-stop service. Before that, it belonged to the "big name" patent. However, in Liu Xinyu's opinion, "customers do not just buy products, purchase services, experience the environment, Are our brand passed to the feelings of customers as a flagship store should strive to be the best in all aspects. "To this end, the flagship store in store management, personnel training and other aspects of exploration, for example, in Ningbo, the implementation of" 5S standardization of store management "; in Hangzhou, regular display, sales skills training, the establishment of" portfolio sales ticket "," monthly best service "and other indicators; in Beijing, developed a detailed and standardized personnel training mechanism. At the same time, the head office will also provide specialized support for each flagship store. According to Gao Yali introduction, from the beginning of the order will be devoted to large stores for product samples, and in Hangzhou regional flagship store pilot to promote the new system, such as product logistics department set up docking department dedicated to its service, and the brand flagship store as a regional brand Operation, promotion of the core, to further promote the flagship store bigger and stronger. In the interview, Li Rugang admitted that "the current flagship brand is still in its infancy," and hopes to bring some new changes to Younger through refined management. As a result, the overall service level and management level will be upgraded to gradually achieve a new leap forward in retail terminal management. Multi-brand strategy to explore new channels of operation.
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