There Are 300 Stores In Crisis. GXG Yu Yong Explains The Secret Of Success

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What is the secret of his success? What kind of opportunities have made his career?

GXG Yu Yong

GXG

F: reporter Yu: Yu Yong

A person's success is often closely related to his experience. What kind of experience does Yu Yong have?

F: I heard you didn't make men's wear. Can you talk about your personal experience?

Yu: it is really an exaggeration that I cross the line myself. The university is a "car professional". After graduation, I first went to the Japanese funded enterprise to do the paper quality inspection work.

Then he entered the Bo Yang Group in Ningbo, started selling bedding, and then entered the Taiping bird dress department for more than 3 years. The role of Bo Yang was a big man selling to a pile of bedding everyday.

At that time, I was responsible for the sale of the stores in the northern region. Because of excellent performance, I had the opportunity to get to know the boss of Tonlion brand, Bo Yang, Wu Huijun.

Until this time, I really met a mentor who took me in.

Because of his many guidance, I had the motivation to do GXG later.

Facts have proved that Yu Yong's decision was correct. How did he consider the direction?

F: you have entered the women's clothing business, why do you want to be a men's wear brand GXG?

Yu: after two levels of screening, we finally come to the strategy of selecting GXG for men's clothing brand, first, the market level; two, the era.

I used to touch women's clothing and understand the status of women's clothing in China's clothing market. It's because of the flourishing of women's clothing that a competitive market atmosphere has been formed, and all kinds of women's clothing are more comprehensive than men's wear.

This also led to the women's clothing market profit margins are not as big as men's clothing, then locking men's clothing is the first idea.

The pattern of China's men's wear market has a strong brand of the times.

Mature famous brands, such as: Shan Shan, YOUNGOR......

They are all men's clothing brands that showed their feet in China early.

The faithful supporters of their prosperity were mostly the people of our father's generation.

At that time, this kind of crowd was both the mainstream of supporting the society and the mainstream of consumption.

With the changes of the times, most of the most active and growing mainstay in the society are 70 after the 1980s, and the social roles of our fathers have been gradually replaced.

The common sense of the 70 and the post-80s generation is that most of them are highly educated, have high quality of life and are sensitive to fashion.

Their life is full of urban flavor, and they can get out of all kinds of business activities and participate in parties to meet their needs for various occasions. This is the profit point of the market. At this time, the idea of doing business casual men's wear is truly established.

A good idea ultimately depends on good execution, which involves much more difficult than expected.

How can Yu Yong win?

F: really entering the retail market, the competition is so fierce, how can you make the brand performance rise rapidly in the short run?

Yu: I personally feel that business is a "business".

Just entering the market, I did not fully grasp.

We can not develop so fast on our own strength alone.

The more than 300 store was completed by more than 100 agents.

To attract them to join, I am starting from "house".

First is the product, the product quality is knocking on the door of the consumer, and willing to spend the cost.

From men's clothing to women's clothing, the quality is not good, only the style is useless. At this point, if someone asks me, there is no choice between quality and fashion, then I choose quality.

That's why GXG has been the top three sales in various shopping malls, which is a good achievement and laid the foundation for the early completion of the channel, which is our "get".

Of course, we also attach importance to the style. Considering that most men prefer dark colors, our clothes can definitely be called "Lust Caution" clothes because they are only black and white.

This requires a high level of designers, so we set up our own design studio in Japan.

The rising trend of F:GXG has attracted much attention from insiders. The fashion market is so serious. Are you not only plagiarized, copied?

Yu: copying in fashion is normal, but copying is not that simple.

All walks of life are originally a process of competition and development.

Our style update is very fast, and I even welcome plagiarism because the market is constantly changing, even we ourselves are constantly adjusting.

For example, people often ask me what brand positioning is, and what I want to say is that market demand is my position.

After 70, most of them were educated by tradition, and a group of people who would consider others' feelings. They liked the style of implicit, tasty and less publicized. GXG met them in black and white style.

And after 80, 90 is absolutely personality publicity, very active expression of the crowd, we will develop GXG since1978, with rich colors to meet them.

It has been the second time to lead GXG to attend the CHIC exhibition. Yu Yong has a busy schedule, but he has no fatigue on his face. He has his own understanding of 70.

F: as a model for success after 70, are there anything you have to share with your peers?

Yu: I am not a smooth sailing. If I have the opportunity, I will insist on it later.

My biggest impression is that in order to turn a company into an enterprise, people's management is the most important.

In the early stage, products can rely on products. The development behind them really depends on people.

This is the most difficult point, so EQ is more successful than IQ.

F: aren't you going to let us all learn psychology first?

Yu: (laughs) I personally feel that it is necessary.

About GXG:

The French GXG Brand Company was founded in the late 1970s. It is a design company specializing in the city's high taste casual wear business. It has Gill and Green two brothers.

In October 2006, GXG and Yin Boxing (Hongkong) Investment Co., Ltd. established good commercial reputation after several years of foreign trade cooperation, and finally authorized the operation right of GXG China and Yin Boxing (Hongkong) Investment Co., Ltd.

Ningbo hehe jjca is a domestic management company registered by Yin Boxing (Hongkong) Investment Co., Ltd. to introduce GXG brand.

Yu Yong:

Born in Ningbo in 78 years

The joy of working: listening to music, visiting shops, playing cars, and accompanying daughters.

Debut in garment industry in late 2006

GXG brand officially opened in August 8, 2007.

In 2010, GXG had more than 100 agents and more than 300 stores in the country.