Interpretation: The Road to the Rejuvenation of Duck and Duck Down Clothing Group

Duck Down Feather Shop

People in the Communist Youth League of Jiangxi all know this phrase: "Duck and duck let Chinese consumers know what is down jacket." The Jiangxi Gongqing Ya Duck (Group) Co., Ltd., which has decades of entrepreneurial development history, has created many glorious achievements. The duck and down jacket was once presented as a national gift to heads of foreign countries; it once occupied half of the domestic down products; The industry’s highest sales record for daily sales of 100,000 pieces... In the late 1990s, however, the emergence of private enterprises in the down apparel industry led to an increase in competition in the industry market. Coupled with problems in the management mechanism of the Ducks and Ducks Group, the company’s development was once trapped. Trough.

According to Li Xiaogang, party secretary of the Communist Youth League, the market share of duck and duck products in China had dropped to the 15th place in the industry in 2001, and the company was heavily in debt. In 2002, the company was basically facing bankruptcy. In recent years, Ya Duck Group has introduced a flexible and efficient management mechanism for private enterprises. “The company has taken marketing as the leader, design as the soul, production as the foundation, quality as the guarantee, and advertising as the means. In 2003, sales began to rebound. After that, the market share has gradually increased. According to the China Business Information Survey, the overall strength of ducks and ducks has always ranked in the top four in the industry since 2004. Ducks and ducks are also among the first companies in the industry to receive three honors of China's famous brand products, China's well-known trademarks, and national inspection-free products. ". Talking about the rejuvenation of ducks and ducks in recent years, Yuan Youchao, the deputy general manager of Duck and Duck Group, showed a proud look.

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Product Innovation

"One of the reasons why ducks and ducks can make a comeback is because the company has adjusted its product structure. It is actually a concept innovation." Li Xiaogang said, "In the 1980s, down jackets mainly emphasized the function of keeping warm, so the product structure of ducks and ducks was menswear. Mainly, men accounted for 70%, women's clothing accounted for 30%.Later, according to changes in down apparel social functions and consumption habits, ducks and ducks adjusted the product structure to 70% for women and 30% for men. This structural adjustment seems simple. The results are obvious. "When it comes to products, we have to talk about innovation.

Yuan Youchao said that in the past few years, ducks and ducks have invested tens of millions of yuan in R&D, emphasizing down-to-the-night fashion and lightweight innovation. The company's technology center also successfully passed acceptance last year and became a provincial-level enterprise technology center. In the style of the down jacket, the duck and duck not only have short paragraphs with long midsection and hem, but also various skirts and vests. The details of the collar, cuffs, waist, and other parts are also more varied, with accessories such as zippers, pockets, buttons, etc., being exquisitely designed in a wide variety of categories; while the distinct line design of different parts not only functions as a fixed filler, but also makes it possible to wear down clothing. The appearance is more lively and generous. In terms of materials, ducks and ducks keep the amount of stuffing in the filling at 90%, making the previously thick and hard fillers soft and soft without affecting warmth; most of the fabrics and linings of down jackets are also The use of high-density leak-proof fleece fabrics is very light and soft to the touch and enhances the comfort of duck and duck down jackets.

Market segmentation

“The second move of the ducks and ducks to recover in recent years is to subdivide the market.” Li Xiaogang explained that in the past, down jackets sold in the south and north were all similar in down weight and style design. Now ducks and ducks have developed different products based on the actual situation of the differences between the north and the south and the east-west climate. Ducks and ducks thus reduced the down apparel of the Southern Market down products, making the garments look less bloated, which not only satisfied the needs of consumers, but also opened up the southern market, and reduced the product. cost.

In terms of prices, the duck and duck also targeted the mid-range products based on the consumer's spending power. At the same time, they designed and produced some high-end products to meet the needs of some high-income people, and launched some economies for low-income and middle-income people in rural areas. Products. Subdivided product prices allow consumers plenty of choices.

“In 2005, ducks and ducks earned more than 50 million yuan, and sales revenue increased by 70% over the previous year. In 2006, sales increased by 60% year-on-year. It is not easy for ducks and ducks to achieve such results,” Li Xiaogang said with emotion.

Mass Effect

For any product, quality is the root of the company. "The company's product quality has six levels of clearance, including raw material checks, workshop sewing group inspections, workshop sewing inspections, workshop inspections, and packaging inspections. Duck duck down jackets never cut corners, we dare to say that their products contain 90 % High cashmere'. Yuan You told reporters with confidence. In addition to the establishment of a sound quality assurance system, the Ducks and Ducks Group has spared no effort in grasping technology introduction and equipment improvement. The factory currently has more than 5,000 sets (sets) of small and medium sewing equipment, of which more than half are advanced imported equipment, including larger computer cutting bed, computer embroidery, vacuum packaging production lines. The company's clothing research institutes widely use CAD systems, combined with three-level quality inspection systems and other measures, to make the Yadai brand down apparel products quality step up year after year.

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On July 12 this year, the first store of ducks and ducks textiles was opened in Gongqingcheng, which can be regarded as a miniature of the practice of the brand extension of Ya Ya Group. In recent years, Ya Duck Group has fully tapped the brand value of the duck and duck trademark, and on the basis of grasping the production of down apparel, it has strived to break the monotonous production pattern of the brand and continuously expanded the varieties of duck and duck products. Following the successful launch of duck-duck series knitted underwear, sweaters, and cashmere sweaters in the second half of last year, the company launched a duck-and-duck T-shirt this year. It has successfully developed and produced a series of products in cooperation with the UK's Dado Textile Technology (Holdings) Co., Ltd. Ducks and ducks home textile products, so that ducks and ducks group embarked on a diversified industrial development. Yuan Youchao revealed that last year sales of duck-dew knitted underwear were not bad. The current sales situation of duck and duck home textile products is also good this year. The company will successively open duck and duck textile stores in Chengdu and other places.

“We have now broken our own production and sales records. After the adjustment period, the ducks and ducks are now ushering in a new development climax. The company’s goal in the next two years is to achieve sales of 1 billion, and to make the company bigger and stronger in terms of stability. "Yuan Youchao said when talking about the company's future development goals." He said that the local bosses of many local private enterprises in Gongqingqing City came out from the ducks and ducks. They learned from the experience gained by ducks and ducks from their own entrepreneurial journey and realized the clustered development of the down apparel industry in Gongqing City. In the future, the Ya Duck Group will continue to strive to regain its past glory, and in the friendly competitive environment with other down apparel companies to promote the development of the clothing industry cluster of the Communist Youth League.