Why did Yalu never overtake Bosiden's second-best hat?

Yalu, as the second-ranked domestic down apparel sales brand, has always wanted to surpass the leader Bosideng, but has always failed to keep up. Let us look back at Yalu's marketing history and see where the problem lies. Why can't you be the second child of Yalu?

With 3,500 down apparel companies, how can Yalu stand out?

The dairy giant Mengniu spent the past 7 years and became the second largest in the industry. The sales volume exceeded 10 billion yuan. In the down apparel market of the clothing industry, there was also a company that used a short period of 5 years to become a novice in the field of down apparel. Two - Jiangsu Yalu Group.

In 1972, the village-run garment factory was set up to use more than 10 sewing machines to help local garment companies to make separate orders, to provide a simple OEM for Shanghai's state-owned enterprises, and to sew nylon sweaters and trousers, earning a few cents per processing fee. After years of development, it has been stagnant. In the early 1980s, Yalu seized the opportunity for the development of jackets, purchased decisively cheap batches of unsold wool, produced men's jackets and sent them to Nanjing Road, Shanghai for sales. For 163 days in a row, they competed for the miracle of Yalu Jacket. In 1993, they became the leading brand of Chinese jackets with a market share of more than 15%. However, in 1997, due to the popularity of jackets, the overall decline in sales volume, companies faced a very dangerous dilemma. In this case, Yalu transformed again. They found that the Chinese down apparel industry is experiencing rapid development, and many companies still Only at the stage of processing and foreign trade, product types are of a single style. If you rely on past production equipment and channel resources, you may once again become a leader in the industry. You are the first to boldly innovate the style and color of down jackets and use existing sales. Jacket's channel resources have established its own sales network.

In a very short period of time, Yaluo’s new and fashionable down apparel has blossomed in tens of thousands of outlets throughout the country. Even in the towns and cities on the edge of the Midwest, Yalu’s boutiques can be seen. The annual sales volume has increased rapidly by more than 30%. In 1999, Yalu invited “Little Swallow” Zhao Wei as the spokesperson of the brand. With the invincibility of Young Swallow's youth, he was popular in the north and south of the country, helping the Yalu brand gain a breakthrough in popularity and reputation. In just a few years, the annual production capacity It has reached 20 million pieces (sets), total sales of 2.1 billion yuan, and has become the fastest growing enterprise in the down apparel industry. It has maintained the highest growth rate in the country for many years and its sales volume is second. The domestic market share is above 15% of (globrand.com). In 2004, it occupied a market share of about 10% of US down apparel, and successfully registered “Yalu” trademarks in 16 countries and regions including Germany, Spain, and France. From 3,500 down apparel companies, it stood out as the second brand. Fast, can be called "Mengniu" of the clothing industry.

The achievements of the Yalu Group in the past have been summarized in that they are good at seizing market opportunities, grasping the general trend of development of the garment industry at any time, constantly adjusting their main direction, and using the original channels and terminal networks as sales through continuous product innovation. The platform not only sells jackets, but also sells down jackets, shirts, and suits, making full use of channel resources and realizing its own unique marketing model. However, with the advent of warm winters, the overall competition in the down apparel industry has intensified. Advertising campaigns, price wars, and promotional campaigns have been staged one after another. Has the Yalu Group, the second child, ever been able to redouble their efforts to climb even higher peaks?

Yalu, how long do you have to do second child?

When referring to Yalu, it cannot help but mention that Bosideng, the industry leader in down apparel, started as much as Yalu, doing OEM processing for other manufacturers, and established extensive economic, trade, and sales partnerships with foreign apparel companies and distributors, and Took the lead in raising the down apparel's cashmere standard from 60%-70% to 90%, sponsoring the climbing of the world's highest peaks and other series of initiatives, continuously leading and shaping down jacket development trends, and shaping the image of the first brand. Now it has become the only textile industry. A "Chinese company that has entered the world famous brand and has international competitiveness", the total sales reached 6.5 billion in 2005! Full of three times more than Yalu, of course, Bosideng, in order to prevent further development of Yalu, relying on its wealth, began to invest heavily in the same as the liquor companies buyout terminals, sales of Bosideng's apparel products, specifically requested retailers Yalu's products are no longer sold, but sales of other brands of down jackets are allowed. It can be seen that the dispute between the industry boss and the second child has reached a period of enthusiasm.

But what did Yalu do as a counterattack? From the current situation, it is basically following Bosideng. Bosideng has any marketing actions. Yalu has also followed suit immediately, resulting in a fierce market competition, even if it is proposed that "Yaru down apparel sales are highly innovative every year" and "a real down apparel expert". Such loud slogans were also surpassed by Bosideng's “No. 1 sales of down apparel in the world” and “Industry revolution led.” The management team of Yalu has a lot of headaches. If the terminal uses a simple product purchase gift and a price war, it will fall into a positive competition with Bosideng. It has always been at a disadvantage. Simply carrying out a large-scale advertising campaign, Bosideng can come up with numbers. When billions of bombers bombed, Yalu will face the challenge of financial strength and fall into the Red Sea.

It's hard to imagine Yalu, who has become the second child in the industry. It seems that this is not a concern. Even the unresponsive, often-made marketing strategies are all driven by Bosideng and are extremely passive. Perhaps this is It is the common problems of Chinese domestic companies, especially apparel companies:

1, Yalu brand hollowing

Yalu down jacket has been sold for many years, but even Yalu employees can hardly say what Yalu is? What does it mean? Even the “genuine down apparel specialists” now proposed only stay on the hype of some media. The brand strategy is vague and uncertain, resulting in the blind development of various marketing activities and the lack of systematic planning and themes that will inevitably lead to the further development of Vyat Deer. Potential risks, because in the eyes of consumers may think that Yalu represents a fashionable, innovative down apparel brand, but this alone, due to the lack of Yalu's overall brand connotation, will be surpassed by many competitors, should not, marketing is not just a channel The intensive cultivation and the terminal are kings. It is even more a war against the minds of consumers. Especially for fashion, it not only represents style, but also represents a taste and a way of life. The more serious thing is that because of the hollowness of the main brand, more than a dozen sub-brands that have been extended do not make use of the existing brand equity to carry out effective brand positioning, resulting in a blurred brand image, which in turn causes product backlogs and unsalable sales.

2, brand promotion and stereotyped

If you do not write this article, perhaps not many people know that as the second brand of domestic down apparel, sales of enterprises reached 2.1 billion, there is no marketing department, only a planning department, are also composed of graphic designers, each sale The arrival of the peak season, mainly to do some simple terminal materials, the lack of targeted promotional programs and themes, market research, public relations is not responsible for the person, often holding Bosideng's promotional programs, a little modification, to implement, it is regrettable that , simply think that as long as promotional gifts than Bosideng quality is good, there will be sales, this winter, Bosideng main promotional items are duvets, they used to call it, there are 2 pounds, so decided to send 2 pounds and a half of the duvet This kind of competition, which only stays in the promotional items, is often without technical content and the effect is not obvious. It is also surpassed and imitated by many competitors.

Of course, for the new products introduced every quarter, there will not be any clear planning, even the basic attributes and functional characteristics of new products are not clear, hurry to change past promotional posters, outdoor advertising, roll up and change it Listed, planning department is actually a copy of the design department, Yalu brand promotion strategy is out from here.

No marketing department, of course, marketing plan formulation and market research is pavilion in the air, because of the uncertainty of the plan, the lack of promotion of the system, relying solely on TV commercials, or inviting brand spokesperson Zhao Wei to focus on regional markets to do some road shows, terminal delivery toilet paper, water bottles, etc. Mainly caused the brand promotion to be too stereotyped, even the brand aging, lack of targeted, diversified, use of effective public relations activities and events to promote brand loyalty and reputation marketing actions, resulting in a lot of resources is wasted, can not To achieve effective communication between Yalu and the consumer group, to truly realize the brand value, it is possible to carry out the activity of “giving warmth and Yalu light affection” to the whole country. It is a brand promotion and sales promotion campaign. Jumping out of the original product competition circle, focusing on the city (global brand network) field and consumer groups, China has hundreds of millions of people working outside the country every year to study, they are far away thousands of miles away from relatives and friends parents and children, it is difficult to get the necessary care, and China is A very humane and affectionate society, the Yalu down jacket When ordinary down apparel is sold, it is used as a warm gift. Through the distribution terminal of more than ten thousand Yalu in the country, even if it is thousands of miles away, this sentiment can be served. This will not only enhance the Yalu brand. The reputation and popularity of consumers in mind, but also in promoting a warm "gift culture", easy to be accepted by consumers, and then achieve the purchase. However, because of the fatal flaw in the promotion and organization of the Yalu Group, this scheme was very regrettable.

3, the marketing system is marginalized

At present, Yalu Group has more than 60 subsidiaries in the name of the country, many branch managers are driving BMWs, and the assets are 10 million. Actually, most of them are semi-independent operating companies contracted by Yalu business people. Some branch executives even have their own Open down clothing factory, using Yalu's channel monopoly system sales, which led to the overall marketing system management efficiency is low, the various branches of their own administration, lack of effective organization and rapid corresponding market capabilities, even if a national promotional activities can not be coordinated And carry out. Each year, the communication cost between the headquarters and the branches and subsidiaries of the borderlands is extremely alarming. It has become a separatist town, and various “economists” have formulated sales policies, causing the outside world to make wars, causing internal conflicts and internal control, and market management to be difficult to regulate. The chaos.

Of course, the more serious is that because of the advantages of the channel, Yalu Yurong Fu is a natural sales will have a certain amount of sales, the business staff of each branch so "swords and guns into the warehouse, put the horse after the mountain", there is a sense of job burnout, marketing awareness of aging Many people still only stay in the business thinking stage of doing business selling goods and selling goods, and constantly ask the headquarters for advertising fees and promotional fees. The maintenance and construction of the brand image, the corresponding auxiliary sales, terminal management, and business training basically Stayed in formalism, even when the headquarters asked each branch for a certain style down jacket total sales of the month, even if there are not a few can immediately get out, but also feel that it is in the strange phenomenon of his personal affairs occurred, the basic number of marketing reports Nothing, causing the overall marketing system to be confused, even if the correct marketing strategy can only be turned into paper, and finally be taken to play by competitors.

4, the terminal system confusion

It is precisely because of the above reasons that Yalu's terminal image is not uniform, more than a dozen sub-brands fight each other at the terminal to form an internal competition, the brand image and positioning of each brand is not very clear, product display is single, lack of effective terminal vividness. The construction, especially worryingly, is that Yahoo’s store guides and promoters themselves are not clear about Yalu, freedom, country trees, blue ice, gold velvet fly, silver fleece fly, mirage, pure color zone, What are the differences and differences between the double rhyme series? Therefore, so far, only Yalu, the main brand, has a high reputation and sales volume, and sales of other sub-brands and series products have been unsatisfactory.

There is a clear gap between Bosideng and flying wings in the snow. Even if Yalu's current "real down expert" slogan cannot be reached at the terminal, multi-down jackets will be properly purchased, and the selection and matching, washing and maintenance will not be further implemented through the existing sound sales system, and the after-sales service will only stop there. Orally promised that if there is a return or exchange, the slow response will result in a continuous decrease in customer satisfaction. Once because of customer dissatisfaction, Beijing once complained to the media that the quality of Yalu down jackets had a negative impact, despite the negative impact of Yalu. There are plans for the overall design of the store, but only the basic construction of the hard terminal has been done, and the basic construction of the soft terminal has been neglected. At least the quality training of terminal guides and salespersons, customer relations, sales service content and quality There must be a scientific system design and implementation, because only the management of soft terminals and hard terminal management and maintenance are effective.

In summary, the various problems encountered by Yalu are also the problems that most domestic companies and even industry benchmark companies may encounter. As the first brand of socks in the domestic industry, Langsha has more problems than Yalu, but it does not matter. It should be said that it is an unavoidable and unavoidable problem that must be solved in rapid development. Only those who can truly face these problems will be continuously improved and improved during the period, and will be standardized in details management and organizational processes to form an organic whole. In order to ensure the orderly, lasting, healthy, and high-speed development of enterprises, especially for those who want to take the lead in the industry, there are actually opportunities. The boss of the industry is actually not terrible, as long as the key points are found and effective breakthrough is achieved. Just like Yalu, Mengniu and Oaks, they can still count down from the industry and become a leading brand. The stone on the mountain can be used to attack jade. I hope Yalu can go all the way and go beyond the competition as soon as possible to the pinnacle of success.

Obviously, the heart is unwilling to be unwilling to be second-placed Yalu, often led by Bosideng to lead the nose, failed to form its own unique core competitiveness, so to get rid of homogenous competition, seek differentiation and the Blue Ocean is the key, Yalu The marketing problem also gives many companies that are reluctant to be a second child, an enlightenment that surpasses their competitors, whether they can surpass current concepts first, and whether they have the courage to shake off past models and make changes.