In recent years, China's down apparel market is fiercely competitive, and it is not too much to describe it as “every prince rises and a group dominates hegemony”. The reason for this situation is mainly that everyone has taken a look at the field of winter clothes still has a huge market development space.

However, the production technology of down jackets is complicated, the technical content is high, and the investment cost is large. Most companies do not have the ability to independently research and develop, and inevitably, illegal and illicit acts such as counterfeiting and plagiarism have occurred. Because the down jackets produced by these companies are rough in workmanship, poor in texture, and lack of credibility, they have no place in big cities or big shopping centers. On the contrary, the rural areas and the remote towns, which are relatively backward in terms of economic conditions and where large enterprises are rarely involved, provide space for these manufacturers to survive. The formation of such a situation is that large enterprises blindly compete in big cities, neglecting the cultivation and development of the rural market, making the rural market once in a vacuum, and exploiting for some unscrupulous manufacturers.

Yalu Group has never given up on the development and cultivation of the rural market. The specific terminal strategies of Baicheng Qiandian Project, 3510 Project, Qianchengwandian Project and Yalu Store in key townships have been implemented, laying a solid foundation for Yalu to open up the rural market. The establishment of these specialty stores has enabled Yalu Brand to enter the countryside and serve the ordinary people at close range. At the same time, it has enhanced the popularity of Yalu famous brands. The warm and considerate services provided by Yalu stores throughout the country have deepened consumers' loyalty to Yalu products and their trust in the Yalu brand. The establishment of a Yalu store equals a long-term Yalu image advertisement in a region.

As the Yalu Group's one-step end-market strategy has helped Yalu create a rural-urban integrated sales network, it has pioneered the rural market and opened up a brand-new situation for a new round of group development. It has also played a positive and far-reaching influence in standardizing the rural winter clothes market, purifying the consumer environment, and guiding honest consumption.