Youngor Young consumers around the "consumer demand" revolution
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With an increasing number of competitors and the growing scarcity of consumer resources, the real needs of consumers have become the benchmark for the "revolution" in enterprise supply chains. Wang Xuejun, Head of the Purchasing Department, stated: "After more than 20 years of quality management, Youngor's manufacturing processes are nearly flawless. However, with the company now operating multiple brands, consumer demands have significantly diversified. Our procurement work has undergone major changes in both quality and quantity, and we've faced some challenges along the way. But we understand that the demand for 'quality' is something all consumers are willing to pay for. It's also a core element in our multi-brand coordinated operations. That's why our Quality Inspection Center strictly follows internal standards, which can be considered even more rigorous than the national quality regulations."
It's worth noting that Youngor has taken a proactive approach in researching and analyzing consumer demand at the sales level. Many branches have started sending managers and staff out of the office to engage directly with consumers, making this a new working model. In early 2009, when winter arrived unexpectedly early, Hu Haibo, the director of the Changchun area, drove over two hours to reach a remote store in the cold northeast. His goal was to stay in the store and listen to customers’ feedback on the products. Meanwhile, in Shenzhen, Li Chunbao, the Southern Regional Director, was moving between high-end boutiques, trying on the latest apparel and comparing Youngor’s products with those of competitors. These insights were quickly relayed back to the design department, helping to refine and improve Youngor’s product offerings.
Many of Youngor’s marketers agree that after 30 years of reform and opening up, China’s retail industry has seen a maturation and diversification of consumer demand. As a traditional industry, understanding and addressing consumer interests and psychology more effectively than competitors will ultimately determine the success or failure of marketing strategies.