Guo Yilin, chairman of "Yi Chun" unveiled the mystery of "pure" leap

"A long-term strategic vision for an enterprise to achieve long-term development as an entrepreneur does not work." - "Yichun" chairman Guo Donglin.

In 2005, it was a year of "purity" and a big leap. "Pure" won China's well-known trademark and China's famous brand product bidirectional award, achieving Humen's clothing without the breakthrough of China's famous brand. Dongyue Company achieved a major leap forward in its corporate development following the acquisition of "National Inspection-free Products", "Guangdong Famous Brand Products", "Guangdong Famous Trademarks" and "Best Consumer Loved Brands".

Dongyue Garments Co., Ltd. has any tricks to develop its own business from more than 20 unnamed workers a few years ago to a dozen factories, 15,000 employees, and a group company that pays over 20 million yuan of national tax revenue each year. What is the significance of the success of China's garment enterprises in their development and expansion? With this series of ideas, the reporter recently entered the famous Chinese clothing city of Humen and walked into the “purity”, thus revealing the veil of “purity”.

Part I: Franchising Innovation Road

The time goes back to 1997. At that time, "Imperialism" was still in its early stages of development and development. Prior to this, Guo Donglin started from more than 20 people and gradually developed into a small enterprise with more than 80 people. At the time when the second China (Humen) International Garment Fair was held, Humen Town launched a Humen First 7 brand, "pursuing pure", by fully supporting private enterprises and making them stronger and bigger. Founder Guo Donglin found the Humen Garment Association with the strategic vision of a young entrepreneur and sincerely expressed his confidence and determination in creating a brand. At that time, he was the youngest of the seven major brands launched by Humen. Guo Donglin, who was still engaged in wholesale business, was keenly aware of the importance of creating a brand. After the launch of the 7 major brands, Guo Donglin took a large portion of the limited funds that were not used for advertising, and welcomed visitors from all over the world in a small brand and generous gesture at the China (Humen) International Apparel Fair. The facts prove that Guo Donglin’s move is correct. Through the China (Humen) International Garment Fair, a large platform for the world, it can be said overnight that the name “purity” is transmitted through various channels to the north and south. That year his Dongyue garment factory had just been established for two years. The company quickly grew to more than 3,000 people. "Just as pure" is a leisurely young man and a woman, and it is a beautiful and cheap way to go. Because of its variety of styles, patterns, varieties, zero-activity sales, and the popularization of prices, it has become the first choice for urban and rural consumers. At that time, "Imperialism" was still limited to engaging in wholesale sales in the Fumin Commercial Building, which enjoyed the reputation of China's No. 1 fashion wholesaler. Soon after the trade fair, old customers went to enrich the people to “purity”, but it was strange that the entire Fumin Commercial Building could no longer find “purity” and the original “purity” had quietly withdrawn from the wholesale market and took the monopoly route. We must know how Humen's wholesale business was booming at that time. At that time, "pure" clothes could be sold at a maximum of 70,000 pieces per day! Up to 2 million pieces could be sent in a month. Basically, there were tens of millions of pieces of clothing throughout the year. Merchants from all parts of the country were sent away. Someone once said to reporters: “At that time, Humen, even if it was a piece of cloth with two sleeves, someone wanted to.” People do not understand this move by Guo Donglin, because the withdrawal of “purity” from the wholesale market means that “purity” is required to lose a lot of old customers and new monopoly channels have to be created, so that “purity” has to lose a lot. In this regard, Guo Donglin has his own views. He believes that as a young entrepreneur, his vision must be far-sighted, and taking special franchise and monopoly is the ultimate goal of the company. When people are engaged in wholesale activities, they “open up” to “open up”. Monopoly route, so that "pure" will be able to get market opportunities and seize the market commanding heights. With the expansion of the market share and the expansion of the company's scale, the former wholesale mode of operation has obviously no longer adapted to the current situation. After thorough and meticulous market research, the management team of Dongyue decisively decided to take the franchise way and take the road of brand monopoly to create a brand with a higher gold content and improve the culture of the “pure” brand. Grade and grade. For this reason, the company invested heavily in a series of planned packaging for the “Yichun” brand, and strived to give consumers a brand new image in designing, advertising, planning, display, image, and features in the shortest possible time. . Facts prove that Guo Donglin’s judgment is absolutely correct. Two years later, when people felt that the wholesale profit margins were getting smaller and they turned to monopoly and special franchise, “purity” had firmly established itself in the national primary market. Heel.

When talking about the development of the company, Guo Donglin, who has just arrived, is full of confidence. Although the construction history of Dongyue Garments Co., Ltd. is only a short period of eight years, it has achieved the scale of opening a factory one year. At present, there are 10 factories and senior Hong Kong managers are invited to manage the factories. The strong production potential makes the “pure” brand take the lead. The new brand image will also make "purity" more stable in the market.

Middle article: Use talents in an informal style

“Brands need to develop talent is the key”. After Dongyue’s company established the brand’s route to expand the market by referring to the operating models of international and domestic brands, Guo Donglin stepped up the pace of talent introduction. Guo Donglin asks people to never care about the cost. He thinks that as long as it helps the development of the company, then you are the treasure of the company. In order to invite a factory manager, he went to the company where the factory manager was located for several times. The factory where the factory manager was located was a state-owned enterprise that was on the verge of collapse. To buy this talent, Guo Donglin bought it out resolutely. The length of service of the factory manager, but the factory manager was still reluctant to work on the factory where he had worked for many years, Guo Donglin made another move that people could not believe to believe in, that is, to buy the factory that was close to collapse. Let the director marry East Vietnam. On the issue of talent, Guo Donglin has spared no expense, and it is not surprising that the Dongyue Company will give you a set of housing or a “carriage” for you if the chairman of the board finds you in the office one day. On the issue of sending a house, some people will say that the house is a company. If you go and take it, you will be wrong. You must know that Guo Donglin’s house is sent to the household under the name of the person concerned and has a real estate license. The company also stipulates that employees who have acquired commercial housing will be able to work in Dongyue for only 5 years. This house is yours. After 5 years, they are willing to start business in Dongyue. The company welcomes them and they are reluctant to do it in the company. The company is not difficult at all. you. Guo Donglin also has a magic weapon that is, everyone is a participant, everyone has the opportunity to upgrade. In Dongyue, if you think that your level can be qualified for a position, as long as you put forward, the company will definitely give you the opportunity, that is, give you a month to let you go and work on the job, as long as you are competent, immediately improve, Therefore, Dongyue’s employees and leadership have been very stable.

In order to build a nationally-renowned brand, Guo Donglin has hired an international clothing brand expert to position “innocence” as a youth casual wear, and selected Hong Kong and Taiwanese stars Cecilia Cheung and Louis Koo as corporate brand spokespersons. Widely favored by young consumers. In the past, wholesale “purchase” merchants from all over the country turned to be the earliest batch of franchised affiliates of “Yinchun”, and they will bring their “purity” brand to local stores. Over the past few years, “purity” has spread across the country, and as far as Tibet, Xinjiang and other places across the country have its franchise stores. It is understood that in recent years, the "pure" franchise stores have been increasing at a rate of 30% every year, and franchise stores have covered more than two cities in the country. The franchise operation enabled Dongyue Company to quickly realize its “Nirvana of the Phoenix”. Nearly 3,000 franchised stores across the country linked the “purity” to the north and south of the motherland, making it the “leader” of the domestic clothing franchise chain.

　 Next: Pride filled with the future

Talking about the development of Dongyue in the future, Guo Donglin said that the 21st century world economy is an integrated economic era without borders. Implementing a brand strategy is the need for companies to participate in international competition. He believes that foreign clothing brands entering China rely on mature marketing methods and market promotion experience. In comparison, though China's clothing brand strategy has started late, it does not mean that it cannot compete with foreign brands. Guo Donglin believes that on the one hand, China is a big garment country with unparalleled local advantages and price advantages; on the other hand, most domestic garment companies start from wholesale, accumulate numerous merchants, and have unparalleled channel advantages. To lay the foundation for the Chinese clothing enterprises to implement brand strategy. Guo Donglin said that the Pearl River Delta garment processing and manufacturing has more than 20 years of history. The first batch of processing and manufacturing in the Pearl River Delta in that year was mostly foreign-funded enterprises. From market expansion to product development, it has its own uniqueness. For more than 20 years, China's garment enterprises have become weaker and stronger, and they have gradually grown. They and foreign brands are learner-participant-competitor relations. At present, many local apparel companies in the Pearl River Delta have developed and accumulated over the years, and they already have Competitive strength with international brands. In the domestic market, the next step in competition will be the competition between local brands and foreign brands.

It is understood that starting last year, "purity" has taken the pace of global brand expansion. Following the start of franchising in Malaysia, Singapore and other countries in Southeast Asia, this year it will join chain stores in Vietnam, Russia and other Eastern European regions. It also plans to open the "Imperial" specialty stores to Middle East markets such as Jordan. In order to take the globalization step, "purity" has spent 5 million yuan to set up a product quality inspection center. All raw materials and clothing are subject to inspection and testing, and can meet international standards before being put into production and sales. “Yichun” recently hired several international and domestic clothing designers as its consultants. In addition, starting from this year, in order to further enhance consumers' loyalty to the “pure” brand, “purity” has begun to implement a unified image design for its nationwide franchised chain stores, and strives to complete the Guangdong regional image unification project within this year.

In recent years, “purity” has accelerated the efforts of brand building, and successively named “in pure”, “Jingchun” has been selected as the most popular garment in the country, “JingCui” National Wealth Forum, “JingCai” Chinese Garment Industry. Development strategy high-level forums and other well-known clothing professional forums and events. After the development of “purity”, it was very enthusiastic about the construction of social public welfare. In recent years, the total amount of funds returning to the society has surpassed 5 million yuan. The company actively contributed to the country while gaining development. In 2002, the company paid taxes of 4.8 million yuan, which was received by the municipal government of Dongguan.

The government's commendation: In 2003, it paid more than 16 million yuan, and this year's annual tax payment can exceed 22 million yuan. It is expected to once again become a large private taxpayer in Dongguan. At present: "Imperialism" is moving toward "China Famous Brand Products" and "China Famous Brands". The goal of “purity” is to drive franchise stores around the world so that people all over the world can wear “pure” branded apparel.