Chen Kun endorsement: Yalu down apparel

Yalu Group is a well-known garment enterprise in Taicang Town. It mainly produces down coats and winter clothes. After more than 30 years of hard work, Yalu has already possessed "China Famous Brand", "China Top Brand Products", "National Inspection-free Products", and "China". "Environmentally friendly products", under the brands of Blue Ice, Country Tree, Yalu Freedom.

Endorsement partner: Zhao Wei

In order to achieve better development, Yalu proposed the corporate philosophy of “wide cooperation, independent innovation, internal and external integration, leading the industry to transform, and shaping the world brand” and timely launched four marketing initiatives:

A Yalu brand to enhance the core competitiveness.

After succeeding in registering Yalu Trademarks in 16 countries and regions in previous years, Yalu has adopted technological innovation and industrial clustering this year, building a technological platform with competitive advantages through proprietary technologies, and integrating R&D, production, sales, and self-import and export into one. , fully implement the brand sustainable development strategy, systematically integrate the resources of the company's brand group, and further build the core competitiveness of Yalu brand.

Second, to extend the previous product, reduce production costs and establish joint ventures and cooperative enterprises.

Feather demand in the domestic and foreign markets has grown rapidly. Only Yalu consumes nearly 2,500 tons a year. If these duvets are all purchased out of stock, there is a huge backlog of funds and they are subject to the restrictions imposed by the manufacturers. Recently, Yalu and Australian merchants have cooperated to launch a down processing project. After the project is completed, Yalu can reduce the production of more than 20 million yuan per year. The cost and development space will also become larger.

Third, expand production scale and speed up the pace of “going out”.

The Yalu Gaoyou Industrial Park, with a total investment of 500 million yuan, was launched in the second phase of this year after it was completed last year. The industrial park has been completed and put into production, which will increase the Yalu Group's production scale by 50%%, making it one of the largest in the world. One of the green industry bases.

Four innovative marketing systems, the implementation of "manufacturing and retail industry" to grasp together.

Yalu spent nearly 100 million yuan to purchase “Xuzhou Baiyun Shopping Center”, and successively established Xuzhou Yalu Baiyun Shopping Center and Lianyungang Yalu Down City. Yalu down apparel sales in the two places increased by 50%% from the previous year. This year, Yalu is determined to expand its online direct marketing model based on the consolidation of 8,000 marketing outlets across the country, trying to directly enter the retail industry, increase economic efficiency, and enhance market competitiveness.

In this measure, Yalu also expanded its channels to develop underwear. When talking about the marketing and operation methods of Yalu underwear, Mr. Ma Nanshan, vice president of Suzhou Shengying Deer Clothing Co., Ltd., who has been immersed in the underwear industry for more than a decade, said with a smile: “The industry’s original era of crazy operation has passed. If it’s still Going to learn the old road of others can only increase the risk of the company. When we started to operate, the basic tone was to be pragmatic and long-lasting. Therefore, we didn’t fight high-altitude like other companies, advertised for investment promotion, and the country blossomed. Focus will be placed on the development and cost control of differentiated products, the cooperation of channel-hosted alliances, and the implementation of ground terminals. We hope that consumers can buy value-added Yalu lingerie products and distributor partners can In the cooperation with Yalu, we can really make money and develop. We focus our efforts on product quality and sales, channel profit and policy, and focus our resources on the key five provinces for promotion and breakthrough.

Although we don't see more "stage performances" for Yalu underwear, the actual "underground marketing work" really brings good market performance and rapid development. China's underwear market needs more transformation from art to science. In the transition, the true competitive advantage of an enterprise is often the accumulation of basic skills, resulting in a quantum leap to qualitative change and a unique model of competitiveness.