Suzhou Yalu Holdings Co., Ltd., a well-known down jacket brand, a well-known winter clothing brand, China's 500 most valuable brands, one of the world's largest down jacket product manufacturers, and a leading enterprise in the national clothing industry. It integrates R&D, production and sales, and has multiple brands. Developed clothing enterprises.
Yalu is a clothing enterprise with down jackets as its core product, integrating R&D, production and sales, and developing multiple brands. The private brand down jacket is Yalu's main product, and its brands include "Yalu", "Yalu·Free" and "Blue Bing". In order to reduce the seasonal risks of down jackets and make full use of existing advantageous resources, Yalu has begun to engage in four-season clothing in recent years, mainly including "EASY•FREE" women's clothing, "Bafuren" women's clothing, "Oloway" men's clothing, etc. According to the list of the top 100 national clothing industry in 2010 released by the China Clothing Association, Yalu ranked 36th in product sales revenue, 28th in total profit, and 35th in sales profit margin. In addition, as a well-known domestic down jacket brand production and sales enterprise, Yalu has strong comprehensive strength in the same industry, such as R&D and design capabilities, marketing network, sales volume, and market share, and is one of the leading companies in my country's down jacket industry. According to the 2010 down jacket industry ranking announced by the China Clothing Association, Yalu is ranked second in the industry. Yalu has always adhered to the brand development model that is guided by market demand, takes independent design as the core, strictly controls product quality and continuously improves service levels, supports the huge marketing network layout, and is supported by efficient supply chain management as an important guarantee. . After years of development and accumulation, Yalu has formed many competitive advantages including brand building, product design and research and development, marketing network expansion, and quality management. The specific details are as follows: 1. Brand advantage Brand is the most core and valuable intangible asset of Yalu. . Yalu adheres to the design style of "popularity and fashion" and the product positioning of "popularity brands and national products". Through product design, product display, store design, advertising, signing and endorsement, and various marketing activities, Yalu's brand and products are continuously improved. Image. As a well-known trademark and famous brand product in China, "Yalu" has become one of the most influential and popular down jacket brands in China, and has won awards such as "China's Well-known Trademark" and "China's Famous Brand". According to the World Brand Laboratory's "2011 China's 500 Most Valuable Brand Ranking", the Yalu brand is worth RMB 6.075 billion. 2. Design and R&D advantages. Yalu has always attached great importance to the independent design of products. It has gathered a group of senior design and R&D personnel, including many professional designers, plate makers, technicians, etc. Yalu has always adhered to the design style of "popularity and fashion" and the product positioning of "popularity brands and national products", keeps up with the trend of market development, and launches new styles every year according to the different needs of customer groups at different levels. In addition, through cooperation with DuPont, Yalu has adopted DuPont Teflon fabric protection technology, which has been certified by the American AATCC (Asian Association of Textile Chemists and Printing and Dyeing Authors) in the production process of down jacket fabrics, and has launched waterproof and oil-proof , dust-proof "easy-care" series down jackets. Yalu also launched the Golden Velvet series through independent research and development. Jinduofeng is the "duofeng" that keeps warm and fluffy on the breasts and abdomen of waterfowls as the main filling material for down jackets. The velvet content is as high as 95%, of which velvet content accounts for 90%. Compared with common high-quality down products, it has a higher fluffy degree, so it has better warmth. 3. Advantages of marketing network Yalu has established a marketing network covering more than 30 provinces and municipalities across the country, and has established several wholly-owned subsidiaries across the country. As of the end of September 2011, the Yalu brand had nearly 3,000 stores nationwide. The mass consumer market is Yalu’s dominant target market. Among the existing stores of Yalu brand, the number of stores in county-level cities and below accounts for 58% of the total number of stores. Therefore, Yalu's marketing network has shown huge advantages in both breadth and depth. 4. In terms of the choice of surface and auxiliary material suppliers, Yalu implements a strict supplier review system, conducts a comprehensive inspection of new suppliers from various perspectives such as factory capital strength, production facilities, personnel configuration and quality management. Rating. Yalu Procurement Department also conducts re-evaluation of qualified suppliers at least once a year, with the quality of goods and delivery time as the main assessment indicators, and conducts a comprehensive assessment based on the focus of different products. It also conducts detailed on-site inspections for qualified suppliers with large supply. Review to ensure that suppliers can provide qualified raw materials in accordance with Yalu's plans and requirements. For suppliers whose evaluation results are unqualified, Yalu will suspend cooperation or terminate cooperation. In terms of product distribution, Yalu has built a new large logistics distribution center based on the growth of its business scale and strengthened its distribution capabilities. In terms of logistics, Yalu has established long-term cooperative relationships with many strong logistics companies, achieving effective coordination in the logistics and transportation links. 5. Product quality advantages Yalu has passed the ISO9001 quality management system certification and has established a comprehensive quality control process. During the procurement of production materials, a comprehensive review system is implemented for suppliers to ensure that suppliers have certain qualifications and strictly inspect the raw materials provided by suppliers when they are put into storage; during the production process, Yalu has formulated higher than that The production system of national standards and industry standards implements different quality inspection methods in the cutting process, sewing process, ironing and other stages to ensure full-process quality monitoring of each production node; for manufacturers that cooperate with outsourced production, Yalu Jun A dedicated person is arranged to supervise the entire production process to ensure the quality of the product. 6. Management advantages Yalu has a management team with rich experience, conscientious duties, enterprising spirit, strong execution ability and persistent in career. It has a thorough understanding and understanding of the domestic down jacket industry. Among them, the core managers have more than 10 years of experience in the clothing industry. They have a high degree of loyalty to Yalu and are able to maintain a positive attitude of continuously learning advanced management concepts. In addition, Yalu has established an effective talent reserve mechanism to strengthen the reserve and training of cadres, providing talent guarantee for Yalu's sustainable and stable development. Adhering to the business philosophy of "winning with innovation and shaping world-famous brands", Yalu people are pragmatic and innovative, and continue to surpass them. Yalu, as a national brand in the Chinese clothing industry, takes "winning with innovation and shaping the world brand", takes "strengthening a century of enterprises" as its strategic goal, and takes "branding", "internationalization" and "groupization" as its business pursuit. , gain your due share in the international first-level industrial array. Adhere to the principle of brand as the leader, promote upgrading through innovation, and continuously promote the development of the company itself.