Youngor: With a few educated youth 20,000 yuan placement of educated youth started

In 1976, a 24-year-old young man started a small sewing group in an obscure village in the village of Shanjing, Baimao-Changshu, Jiangsu Province. To say it is small, because only 11 people and eight old and new pedal machines, placed in a borrowed house, the start-up capital is everyone to move around. This pocket-sized business is the predecessor of Bosideng, which is sitting on billions of dollars in the future. In 1979, several educated youth with 20,000 yuan placement costs of educated youth, comes with ruler, scissors in a basement set up Ningbo youth garment factory, and later the famous Youngor, is born out of this "youth garment factory", and Its brand Youngor also stems from English younger (younger). However, this group of early-stage entrepreneurs opened the door of China's modern garment industry inadvertently either because of their need to make a living, or because they found a way to get rich for others. After the reform and opening up, from 1978 to 1988, policymakers who took control of China's fate have been resolving ideological issues and circling the question of "is it necessary to take a market economy or a planned economy?" Due to institutional reasons, China's foreign trade is handled by foreign trade companies all over the country, and the manufacturing enterprises have no right to trade directly with the outside world. This system is out of touch, making companies do not know what the market looks like, and foreign trade companies do not know what kind of business can do. At that time, China's apparel industry's brand awareness is still not very clear. At that time, the concept of brand was just a label sewn on the collar. So at that time "brand" was still an unfamiliar title, and people were accustomed to saying "trademark." In the first 10 years of reform and opening up, every action of the industry will produce the effect of "one stone provoking a thousand waves". In the spring of 1979, the French fashion designer Pierre Cardin was invited to hold a fashion show in Beijing's Palace of Culture at the time called the "Garment Watching Society". For the first time, people knew that "the world outside is very exciting." Clothing people vaguely feel that the "trademark", or "brand", its meaning seems to be more than that piece of cloth below the collar. At the beginning of 1981, due to restrictions on export quotas, that is, the leading gloves for labor-protection products were temporarily discontinued. Chairman Chen Yulan went abroad and took three workers to study. She saw that the development of Japanese industry was very impressive. Subsequently, after successfully carrying out the first processing project of Jimo in 1982, in 1984, it successfully signed the compensation contract for the first knitted underwear with Hyogo Trading Co., Ltd. of Japan and made cross-sectoral management The key step, and gradually become China's leading textile knitting enterprises. In 1986, Gao Dekang invested 300,000 yuan to set up a new plant, relying on strict business management, their plant's product quality, production have exceeded the affiliated plant. "Offshoot even more than the trunk!" This caused the vigilance of the Shanghai Associated Plant, so quietly interrupted the business contacts with Changshu Baisha Down garment factory. The departure of the partner did not overwhelm the soon-to-be-born small business. The day after losing his business, Gao Dekang came to a down garment factory in Shanghai and showed his intention to cooperate with the factory. The proposed requirement was "OEM." At that time, OEM production is to borrow other people's brands and produce them according to the way they are provided. As to how much to produce and how to sell, people will not question them. However, Goldcroft paid for the use of the "Shanghai Products" brand It is 250,000 yuan per year. Younger also walked a similar chance by chance. Li Rucheng learned that Liaoyuan warp knitting factory in Liaoning Province had a large backlog of fabrics and that Li Rucheng contacted them immediately and hoped to use the small factory as a processing factory for Younger Its fabric is processed into garments. Just at this moment, Li Rocheng learned that Shanghai opened its shirt company to look for a processing point in Ningbo, and Li Rucheng went to Shanghai overnight. After repeated negotiations, the cooperation started. Li Rucheng conscientiously divided the cooperation with Shanghai into three levels: borrowing the brand of Shanghai to fight the market; learning from Shanghai to improve his management level and product quality; and through cooperation, he learned some business ideas and made the company develop rapidly. In 1984, Li Rucheng registered "Beilun port" trademark. In 1986, he carefully planned to launch his own brand at a trade show - Beilun Port. Order will be successful, about a set of more than 100 million. If you look for dare to eat crabs in the Chinese clothing circle, Zheng Yonggang absolutely count one. In 1989, Zheng Yonggang took over the predecessor of Shanshan - Ningbo Yongkang Garment Factory. "I was not outfit, I do not know how to wear clothes, so I wanted something other than clothing." This confession was apparently a modest one by Zheng Yonggang, but it also explained the truth from another perspective : Sometimes you have to jump out of the environment to see the situation clearer. With the reform and opening up in China, the exchanges at home and abroad have also increased. Once, Zheng Yonggang saw a young man wearing a suit brought back from a foreign country on the train and found it very good. Earlier, China also had suits. However, most of the old style, craft backward, with fabrics, linings are also poor, wear like a stiff armor. The young man's suit, but soft and close, natural crisp, bright spots. Zheng Yonggang think: If we can make such a suit, sales must be good. Had tried to try the psychological, did not expect a gun start. In September 1989, a listing of Shanshan was welcomed. From hand workshops to the present enterprise production system, from brand concept to brand name strategy, from modern business philosophy to brand value innovation, the Chinese clothing brand has gone through a process of recognizing and accepting foreign cultures and beginning to incorporate Chinese culture. China Modern The garment industry for 30 years, can be divided into three 10 years: the first 10 years - three to make up a complementary industry, clothing manufacturing workshops from hand to the transformation of modern enterprises; the second 10 years - began to introduce the concept of the brand; The third decade - began to introduce some of the modern business philosophy, such as franchising, virtual management, multi-brand international, "Business Road" and other ideas began to be concerned about. In a long time before founding China's reform and opening up policy from 1949, China has almost no garment industry but only the textile industry. People wear their own clothes to buy cloth to do, or to find tailor to do. At that time, the lack of a national economy and the export of textiles were the mainstay industries for foreign exchange. Exports of primary products were generally made of raw cotton and yarns, at most unwashed white fabrics, almost in the same way as raw materials. However, with the development of China's textile industry, some garment enterprises are also being nurtured. In 1957, three cotton millers, in response to the country's call for "organizing small handicraftsmen," came together to form a small factory called Hong Kong Knitters, the predecessor of the Hongdou Group. In the sixties and seventies of the last century, this small factory flew over the cotton tire, crossed the broom and started to make clothes again. It has been ups and downs in the tide of the times. Restlessness and Growth In the 1990s, China's economy entered a period of rapid growth and take-off, and the garment industry was very active. Many garment enterprises have emerged in our country. They are distributed in the coastal areas of Guangdong, Zhejiang, Jiangsu and Shandong, and the whole industry is becoming more and more mature. All local governments and leaders advocate the establishment of brand names and famous enterprises and also hold many expositions in various places. Deng Xiaoping's southern tour speech in the spring of 1992 was even more of landmark significance. China has firmly adhered to the direction of reform and opening up and many entrepreneurs have also taken a reassurance. Therefore, the 90's, is the era of Chinese clothing brand blossom everywhere. Tasted the sweetness of the brand, Zheng Yonggang unreservedly told the surrounding clothing circle of entrepreneurs: "or do the brand bar, do not make processing profit." In accordance with the words of Zheng Yonggang, on the one hand, we are all good friends, everyone makes money ; On the other hand, he also wanted to establish several competitors for Shanshan, because the best-selling Shanshan brand has given some employees a sense of complacency. "At that time, some of our department managers were unscrupulous." Zheng Yonggang said. Should be said that many brands at the beginning of creation, only a vague concept, with the brand's operation and growth, the face gradually clear, during which may have to go through a few freeoversions or even face-lift. Shanshan first brand promotion approach is to use big banners hanging in front of shopping malls, or let the old lady wearing a lettering Shanshui T shirt dancing in the park. Later, Zheng Yonggang came to the station to advertise, "Shanshan suit, do not be too smart" to become a classic ad, and then the "not me, is the wind," the big roving show is to allow people to remember the brand . "I was forced to jump the wall too! Even advertising companies did not want to advertise, I went directly to the television station. The first advertising money or by borrowing." Zheng Yonggang recalled. These are the clothing brand to promote their own attempt. Then, apparel people began to think of positioning for their own brand, learn the look of some foreign brands, but also find the spokesman. "Romon" to their position is "a good man," so they selected a good reputation and handsome Pu Cunxin, can not think that this cooperation is 12 years. Chen Tao-ming, with superb acting skills has been recognized by many people, and his self-polite and refined, coupled with the faint "lonely master" -like temperament, so that some people agree with Chen Daoming at the same time also recognized Lee Lang. Seven wolves advocated "wolf culture", emphasizing teamwork, but also stressed that people should dare to face the challenge alone, so Qi Qin with the "wolf in the north" after singing the red north and south, Tianzaodi set to become "wolf culture" spokesman. More importantly, the Septwolves started planning and designing the CIS since 1992, for example, from a seated wolf to a wolf moving forward, which has injected seven wolves into the cultural appeal as well as Standardize business philosophy, so that corporate culture and brand culture has a core foundation. In this case, the brands did not have to be promoted at the time, and the products sold well when the Septwolves attended the Shanghai Exhibition Center's trade fair. However, because there are few brands and no logo, it was discovered that after seven wolves began to be fake, the Septwolves also made a counterfeiting activity in Shanghai. At that time, many people were very much interested: In the past, we were fake and were fake internally. "This is one of the first opportunities in the brand development process, and the other one I think is already beginning to inject meaning. Between 1992 and 1995, the rapid spread of our brand awareness was formed," said the seven wolves Zhou Shaoxiong.