"Pure" - Grow From A Small Factory To A Leading Brand

It has nearly 30000 employees, more than 3000 stores in 32 provinces, cities and autonomous regions across the country, with an annual tax payment of more than 300 million yuan... This is "pure". "Yichun" was founded in 1997. It was originally a small factory. Over the past decade, it has grown rapidly and become China Casual Wear One of the leading brands in the field.

What is it that makes "purity" extraordinary? What are the inevitabilities of the success of "Yichun"? It seems that the answer can be found in every stage of "Yichun" from its inception to the present.

　　 Channel control word-of-mouth marketing

How to build a well-known domestic brand in a short time and bring the brand development to a sustainable track? The secret weapon of Guo Donglin, chairman of Dongguan Dongyue Garment Company, the founder of the "Yichun" brand, is the marketing strategy of franchise.

At the beginning of this century, for many domestic garment enterprises, franchise It is still a relatively new concept. At that time, most of the domestic clothing enterprises still stayed in the wholesale sales mode. At that time, Guo Donglin, who was engaged in clothing wholesale business in Fumin Clothing City, Humen Town, could be said to be a prescient. He abandoned the wholesale model that seemed to be very popular at that time, took the lead in adopting the franchise marketing model in the local clothing industry in Dongguan, and opened pure monopoly stores throughout the country.

In this way, "Yichun" began to embark on the brand monopoly route, and increased brand building and chain franchise management with huge funds. The company has specially hired international clothing brand experts, and has carried out a series of planning and packaging for the brand from design, advertising, characteristics and other aspects, and selected Hong Kong and Taiwan stars Cecilia Cheung and Louis Koo as the image spokesmen of the enterprise brand. As soon as the product is launched, it is widely favored by young consumers. When the profits of peers across the country became smaller and smaller and turned to monopoly, Yichun franchised stores had already spread their branches around the country by virtue of these franchises.

Today, "Yichun" has more than 3000 stores in 32 provinces, cities and autonomous regions, including Tibet and Xinjiang. In addition, "Yichun" has also extended its reach abroad, and has many franchisees in Singapore, Dubai, Vietnam, Malaysia and other countries.

Franchise also enables Dongyue Company to develop from a clothing workshop with only 20 clothes cars and dozens of workers to a large-scale clothing enterprise with more than 30000 employees, six product lines and 20000 to 30000 clothing items annually, integrating brand management, product development, scale production and marketing.

What many people don't know is that in those days, the loyal merchants from all over the country who used to be "pure" became the first group Brand franchisee It was even the earliest clothing franchisee in China at that time. A paper contract closely linked the two sides. The wind and rain came, and the pure "brand monopoly route" was a great success.

"Yichun" started with franchisees, and has always regarded franchisees as the company's most valuable wealth. "Pure" is always for the sake of franchisees, and the highest pursuit is to realize the interests of franchisees.

A few years ago, there was a franchisee in Sichuan. At the initial stage, due to lack of experience, the business of the franchise store was very sluggish. Guo Donglin was very anxious when he learned that "the failure of the customer is our failure, and we should try our best to help her". He sent the senior planners of the company headquarters to Chengdu to make a comprehensive investigation of the store, specially formulated marketing strategies, and gave financial support. Soon, the business of this store began to improve and gradually realized profitability. When the original franchisees saw this situation, they intended to continue to take over the store. To their surprise, Guo Donglin readily agreed, and even left all the elite personnel sent by the headquarters to the franchisees. Now, this store is doing well and has become one of the model stores with good performance of "Yichun".

When e-commerce is popular now, "Yichun" has not fallen behind, and began to test the e-commerce field in November 2010. Although the sales performance has been good so far, it still accounts for a relatively small proportion in the overall sales of the company, which is due to the fact that online sales and exclusive store sales are completely separate, including styles, online and offline styles are different, and the prices of products sold online are higher than those sold in physical stores. This inevitably raises questions. When asked why this is the case, Tao Defu, the assistant chairman of the company, said: "All these practices give priority to not impacting physical stores. Since there are more than 3000 physical stores in China, we cannot give up this traditional form of monopoly to fully support online. Although if we fully support the online business, the sales may reach several hundred million, we should be responsible for the franchisees nationwide, and through word of mouth marketing, let more people know and like purity. " {page_break}

This is the consistent tradition and concept of "purity".

　　 Quality is the foundation of settling down

"The success of Yichun comes from its control over channels and absolute assurance of product quality." Guo Donglin once analyzed the way of Yichun's breakthrough in an interview with the media.

With the huge channel control power of more than 3000 stores and thousands of agents, Yichun has not relaxed its control over the product quality, another key factor that is also related to the prosperity and development of an enterprise. As the chairman of the company, Guo Donglin, with a long-term strategic vision as an entrepreneur, paid close attention to quality from the beginning. He firmly believed that quality creates brand.

Yichun Group has an extremely strict quality management system internally. It does not allow unqualified products to enter the market and strictly controls every process.

As early as the end of 2002, the company, which is still in the primary stage of development, invested more than 3 million yuan at one fell swoop to set up a quality testing center, which is the first private clothing enterprise in China. In January 2003, the Pure Quality Inspection Center was officially established. Yichun has successively introduced several advanced testing instruments from developed countries such as the United States, Germany, Japan, the United Kingdom, Sweden and so on, such as light fastness tester, PH meter, insulation meter, spectrophotometer, shrinkage tester, etc., to test more than ten basic items of products, such as tearing strength, anti pilling ball, abrasion resistance, shrinkage rate, color fastness to rubbing, color fastness to washing, formaldehyde content, pH value, etc.

Later, due to the continuous expansion of the group, the quality inspection center has also been expanded twice, and the accumulated investment in quality inspection equipment has reached nearly 20 million yuan. At present, the laboratory area has expanded to about 2500 square meters, with more than 100 detection technicians, more than 50 daily detection projects and 600 sunrise reports. "We have achieved comprehensive testing of large quantities of raw materials and clothing, ensuring that the internal quality of Yichun products is foolproof." Li Jin, manager of the Quality Inspection Center, said that this move also played a crucial role in Yichun products obtaining Chinese famous brand products and national inspection free products in succession.

In 2005, Yichun Group set up a full inspection center to conduct a manual inspection on every garment that leaves the factory again to ensure the external quality of the product. Today, Yichun Group produces hundreds of millions of clothes a year. For this reason, the full inspection center is equipped with nearly 1000 employees, and the annual labor cost alone is more than 50 million yuan.

It is worth mentioning that Yichun has also set up an azo test project with the highest detection technology content in the clothing industry. Since the azo content exceeds the standard, there will be a risk of cancer. Yichun Group attaches great importance to this project, which alone has invested nearly 3 million yuan, which is also an absolute leader in the industry. In the interview, the reporter learned that three authoritative organizations, the State Administration for Industry and Commerce, the General Administration of Inspection and Quarantine of the People's Republic of China and the China Textile Industry Association, had conducted spot checks on Chinese and foreign clothing brands in the Chinese clothing market for three consecutive years from 2009 to 2011. Pure is the only brand clothing with internal quality standards.

Yichun not only controls the quality from the source, but also attaches great importance to after-sales service and cares about customer experience feedback.

Since 2000, Yichun Group has set up two consumer consultation and complaint service hotlines. People are on duty 13 hours a day 365 days a year to solve various problems encountered by consumers. Even if the problem is caused by improper use of consumers, the company will try its best to repair it to a fully qualified level and deliver it to consumers in a timely manner, The expenses incurred shall be borne by the enterprise.

For the pure "customer-oriented" integrity business philosophy, many consumers who buy pure clothing have personal experience. Once a customer bought a men's checkered shirt in the Yichun store. After washing it in the water, he found a jumper in the clothes, which was 1.5 cm long. Later, he went to the store to ask for treatment. After repair, the customer was not satisfied because the color of the thread was different from the original one. After learning this situation, Yichun quickly asked the corresponding factory to repair the customer's clothes. "The clothes were repaired very well, and the color of the suture was exactly the same as the original." After receiving the clothes, the consumers were very satisfied with the service attitude of Yichun.

In fact, the work of the after-sales service department of Yichun is very up to standard. All kinds of problems reported by Yichun to consumers are required to be handled seriously and responsibly by all franchised stores. "Some consumers have conflicts with the waiter when they buy clothes in the franchise store, so we will directly communicate with the waiter in the franchise store until the consumer is happy to leave; There are also some consumers who feel dissatisfied and want to change their clothes when they go home. We will immediately communicate with our colleagues in the store to cooperate with them until the customers are satisfied. "