Practicing dreams and being a character man - Interview with Mr. Huang Shaowu, Chairman of Guangdong Youyi Clothing Co., Ltd.

Clothing is his dream with his father

Mr. Huang Shaowu’s father’s generation started his clothing business in 1979 and was one of the earliest practitioners in the apparel industry. According to Mr. Huang Shaowu’s recollection, when he was five years old, he began to help his family’s business since he was constrained by his family business and his own sensitivity to numbers. Although they were doing simple things at the time, they also had a keen interest in clothing since then. It is under such a family influence that he not only trained his business ideas, but also increased his love for the clothing industry. He has a keen sense of touch on the clothing market, making later "character" products can always follow the fashion trend, and walk in the front of the same industry.
In 1990, Mr. Huang Shaowu started his first venture in his life. "From 1990 to 1993, it was a period of learning and exploration for me in the clothing industry. After 93 years, it was considered to be really touching the fashion men's industry." Recalling entrepreneurial experience, Mr. Huang Shaowu said so.

There are successes and failures in the entrepreneurial journey. Recalling that, Mr. Huang Shaowu frankly stated that in the process of entrepreneurship, almost every year, he will encounter some difficulties, big or small. What is commendable is that he never thought of giving up the apparel industry he was passionate about at any time. "I have experienced too much in this industry. Although it is hard, it can bring great happiness to me. This is also my father's career for a lifetime, inheriting his father's business, and I also hope to continue it. Complete my dream with my father,” said Mr. Huang Shaowu with emotion.

With a dream, how to locate? In that year, the garment industry suffered heavy losses in the financial crisis. The upstream and downstream industries are faced with a severe crisis of rectification and reshuffling. When many colleagues fall, Mr. Huang Shaowu’s career can continue to be maintained through many years of channel relations. . In addition, he wants to step out of South China and enter the national market. In order to break through the restrictions of the channels and control the consumption of the terminal, Mr. Huang Shaowu realized that if the enthusiastic clothing business wants to continue to develop, it must take the brand route. As a result, he repositioned his clothing brand.

Love your brand with your life

In 2010, the "Character" brand was founded. Mr. Huang Shaowu referred to this as his second venture in his life. In the time of the World Bank, consumers are no longer seeking a good quality, comfortable clothing. They are looking for personality and fashion. They are clothing that fully expresses their distinctive personality. After spotting the vacancy in the market, Mr. Huang Shaowu planned a brand that could meet the needs of modern young people, show their unique personality, and show the unique style of different dressers - "having personality" was born! This is a fashion men's brand that focuses on self-expression and shows the unique charm of men. The corporate vision of "characteristic" brand clothing is: "Let every customer speak for their own personality and be a character of themselves," said Mr. Huang Shaowu. The facts also prove that his decision is completely correct. “Characteristic” brand apparel is leaping forward and gaining new life under the background of this market downturn and changes in consumer demand.
Mr. Chen Shijin, Marketing Director of “Character” brand apparel, introduced the author: “The establishment of the Guangzhou Brand Operation Center with 'Character' in 2012 marked the 'brand' of the entire brand and made a smooth transition from the planning stage to the implementation stage.”
On February 18, 2013, with the completion of the warehousing and logistics center with an area of ​​more than 2,000 square feet in Guangzhou, the warehousing capabilities of the clothing company with personality have been further strengthened, and at the same time, the transit period of goods has also been shortened. The current “characteristic” clothing has its own brand concept, high-quality goods resources, a strong operation and management team, and adequate product guarantees. In addition, it has accumulated rich experience in terminal store management, and with the rollout of retail channels, “ "There is character" is about to usher in a new round of rapid expansion.
"Character" brand apparel products take "fast fashion" as the design concept. They are sensitive to changes in the industry's market, diversified product designs, fast replacements, and low-volume production models, making inventory no worries. In addition to this, the "fashionable men's clothing with brand positioning" is a medium and low-end price, the corresponding business district is very rich in resources, and the market has great potential. At the same time, "there is personality" is exploited in three modes: self-employed, joined, and joint ventures. The market adapts to the needs of different entrepreneurs. For the advantage of brand development, Mr. Huang Shaowu analyzed this way.

Building a future with confidence

Entering 2013, the "Character" brand apparel has developed a far more ambitious plan: to deepen the market and refine the existing channels. Based on the strategic goals of last year, we expect to add 123 new terminal stores this year. Covering the strategic layout of Guangdong and southern China. Based on this scale of expansion, the next goal of “having personality” will be to further expand into Central China and Northwest China and gradually cover the national market. By the end of 2015, achieving the strategic goal of end-shop coverage nationwide is our most recent expansion goal, and this is also our development plan for the next three years. For the long-term goal of the brand, we are determined to create a fashion men's brand with a sense of the times. Mr. Huang Shaowu said with confidence.

After interview

“Character” brand apparel adheres to the three basic indicators of “high-quality products, high-efficiency work, and high-quality service”, strictly guarantees product quality, ensures the efficient completion of work, and guarantees the smooth operation of franchisees. As of June 2013, the company's channels have initially completed the strategic layout of the country in southern China as a point of radiation. At the same time, more than a dozen provinces and cities, such as Hunan, Hubei, Henan, Guangxi and Jiangxi, came to join the news.
As a new brand in the trend of fashionable casual men's wear, companies believe that only by working hard to do a good job of themselves and doing a good job of service, let the “character” brand clothing be run by each franchisee’s own brand, so that companies and franchisees can achieve a win-win situation.