How does Yu Xiangfei become synonymous with fashion intellectual women's clothing?

From 2017 to 2018, the domestic women's wear market is still in a stage of growth that is relatively fragmented, relatively low-concentration, and highly competitive but lacks hegemonic companies and brands. Brand upgrades and consumption upgrades are often read, and many brands have already learned a lot. In this case, if you still rely on the "old", it will inevitably make consumers feel tired, which will inevitably weaken the brand value for the service enterprise. To meet the requirements of the market, women's wear enterprises must constantly strive to seek new growth points and breakthroughs.

"Independent personality" in fierce competition

In the fierce competition in the market, Yu Xiangfei explored his own foothold. Established in 2008, Yu Xiangfei positioning fashion and intellectual style. The choice of using tulips as a brand identity stems from the personal feelings of Ding Shibing, the chairman of Yu Xiangfei, who was born by the designer. He believes that tulips are subtle and low-key, and can explain the unique temperament of women.

A brand, from birth, to development, to growth, is like a process in which children grow up. Ding Shibing poured great enthusiasm and hard work on Yu Xiangfei, persistence and dreams, just like his own children.

Yu Xiangfei Chairman Ding Shibing

Yu Xiangfei originally developed in the bulk market. Apart from designing a single model, corporate team management, store retail performance, wholesalers and other aspects are lacking. After ten years of accumulation and precipitation, Yu Xiangfei gradually improved the entire industrial chain from single product explosion to brand management, from wholesale business to refined retail. Based on this, Yu Xiangfei knows the needs of end users, and with the advanced design concept and tailoring design that fits the female figure, she has been enthusiastic about the female group, expanding from Hangzhou to the whole country and becoming a brand that the intellectual women group is keen to choose. Products throughout the country more than 30 provinces and regions. Since 2008, from the initial founding team to the current staff size of 1,000 people, including: product style line refined R & D technical team, perfect and powerful marketing service team, high-level professional manager team. They are very passionate and bold enough to work, and they have a sense of mission and persistence. Today, Yu Xiangfei has evolved into a leader in the women's wear industry with her own independent style and label.

Ten years of fruitful turn

According to relevant data released by the US Fortune magazine, in China, the average life expectancy of SMEs is only 2.5 years, and the average life expectancy of group companies is only 7-8 years. It can be seen that it is not easy for enterprises to go through ten years. Yu Xiangfei can achieve such results, relying on his spirit of product research and development, first-class supply chain and marketing ability to achieve the ultimate service.

Product update iteration has always been an important part of the development of Yu Xiangfei. The chairman of the board of directors Ding Shibing personally served as the dean of the Yuxiangfei Product Research Institute. Each of Yu Xiangfei's clothes, Ding Shibing will personally participate in the design, wear version, finale, modify every detail, and fully devoted product design and development in life and work. In 2017, Yu Xiangfei invested 20 million yuan to jointly innovate products with the world's top color trend forecasting agency, Beccle, France. Beccleer is leading the product planning and guiding and screening the fabrics, colors, trends and styles. This perseverance and the spirit of excellence have allowed Yu Xiangfei to pass the first decade.

In the cross-border fashion of the clothing industry, the Yuxiangfei brand took a year to achieve these extremes: the women's bag series cooperated with the leather brand of Gao Yuanyuan, the jewelry and the Spanish brand Madreperla launched, shoes Work with original designer brands and so on. Yu Xiangfei also enhances the brand recognition and customer satisfaction through the scene experience, such as the store's scene street shooting area, coffee flower tea area, nail area, reading area and other functions, completely from the user's vision, hearing, and touch. The sense of smell, taste and three-dimensional shape of its brand value, to meet the multi-dimensional needs of customers.

For ten years, Yu Xiangfei's charm lies in a solid cultural core. It advocates consumers to perceive the feelings of beauty, pleasure and happiness, adhering to the mission of creating good works, changing quality, and letting consumers' individuality and brand. Features are integrated. In the current era of fierce competition in the women's wear industry and the obvious homogenization phenomenon, Yu Xiangfei still maintains his independent personality, develops diversified creative projects, and resonates with the female group.

User-centered and struggle-oriented

On May 30th, Yuxiangfei 10th Anniversary Celebration & 2018 Winter New Product Launch will be unveiled at Hangzhou Xiaoshan Taixuhu Hotel. The theme of this event is “Staying for Ten Years and Seeing the Future”, which is a summary and outlook of Yu Xiangfei. Yu Xiangfei, general manager Pan Lifang told the China Garment Network that in the fierce competition in the clothing market, Yu Xiangfei, as a rising brand, can thrive after ten years of experience and is affirmation for itself.

This winter's new products are divided into travellers, British ladies, American West, Parisian coffee, Russian dolls, warm winter days and other topics. In addition to upgrading the product and image, Yu Xiangfei also increased his investment in marketing promotion, including cooperation with stars such as Zhang Tianai and Chen Qiaoen, and the launch of the online video live broadcast. Through this kind of cooperation, the brand image is enhanced and women are produced. Emotional resonance, helping more fashionable women with culture, connotation and cultivation to find different beauty inside and outside.

Yu Xiangfei, General Manager Pan Lifang

In the past ten years, Yu Xiangfei struggled to survive, from two machines to hundreds of machines, from a basement to a large-scale factory with more than 20,000 square meters of factory buildings, office buildings and one. Today it stands at this turning point, based on updated thinking patterns, strategic planning, marketing strategies, focusing on longer-term development. "We are no longer just to live, but to live better," Pan Lifang said.

The strategic goal of the Yuxiangfei brand is to create a brand that allows consumers to perceive beauty, pleasure and happiness. Since 2016, Yu Xiangfei proposed to be a century-old brand, and further emphasize in 2017, it can be seen that it shoulders responsibility and responsibility. "Our 2018 work strategy is based on the user-centered, struggle-oriented." Pan Lifang explained to the Chinese clothing network. Users are not consumers in the ordinary impressions. For Yu Xiangfei, it refers to consumers, customers, suppliers, company teams, the next process, think about what they think, and urgency for them, for brands and consumers. , customers, company teams empower and create value. The significance of the struggle-oriented is that Yu Xiangfei is still in the period of entrepreneurial development. In this process, Yu Xiangfei must maintain the style of hard work, return to the initial heart of entrepreneurs, starting from the "heart", let the strugglers not only Find a good job, but to help the strugglers live a life of dignity and dignity.

In the exchange with Pan Lifang, Yu Xiangfei is also a company with a sense of social responsibility. It understands love and care. It advocates integrity, humility and awe. The company organizes the general manager reception day every quarter and listens to the voices of front-line employees. The company launches the employee recruitment anniversary event, and the small partners who work on the anniversary are sent on the anniversary day. Various surprises; uninterrupted organization of social charity activities, only hope to make the world a better place through small acts. Yu Xiangfei is acting silently, just like tulip flower language: low-key and not publicity.

Feelings, inheritance, persistence - the true feelings of franchisees

"The product is the soul of the brand. From the source, it injects the soul of Ding Dong, the gene of life, Ding Dongjing

Every piece of the hand pursues perfection without limit; Ding Dong also has a perfect partner - Mr. Pan, she is good at business management, front line, heart terminal, they are good partners, and also noble in my life. ——Ning Jin’s total generation Ni Jinwu

“I have been in the Yuxiangfei brand for seven years. In the past seven years, Yuxiangfei has maintained rapid growth. In the future, Yuxiangfei will continue to grow at a high speed. As long as the company needs it, we will go all out.”——Yunnan Province Dai Wang Linhui

“Thanks to Ding Dong as the soul of the design team for the wonderful work, to help the terminal partners continue to push up the performance! Thanks to the business goddess Pan, the total focus on the terminal, to build a solid foundation for the creation of Yu Xiangfei century brand business!” Heilongjiang General Generation Dong Jizhe

With the acceleration of the transformation, adjustment, reshaping and upgrading of local women's wear enterprises, the apparel industry, despite being crowded, still leaves enough room for growth for innovative brands. The same is true of Yu Xiangfei, putting himself at a new height and making a lifelong effort to realize the grand vision of the first brand of fashion intellectual women.

Editor in charge: Gao Wei