Yalu Group is a well-established garment enterprise located in Huangjing Town, Taicang City. For over three decades, it has specialized in the production of down jackets and winter clothing. The company has built a strong reputation in the Chinese market, with well-known trademarks such as "Blue Ice," "Rural Tree," and "Yalu Free." Yalu holds several prestigious certifications, including "Famous Brand Products in China," "National Inspection-Free Products," and "Environmentally Friendly Products."
To support its long-term growth, Yalu has adopted a corporate philosophy centered on "extensive cooperation, independent innovation, internal and external integration, leading industry reform, and shaping a global brand." In line with this vision, the company has implemented four key marketing strategies.
First, Yalu is strengthening the core competitiveness of its brand. After successfully registering its trademark in 16 countries and regions, the company has established a competitive technology platform through R&D, production, sales, and import/export operations. This integrated approach supports sustainable brand development and enhances brand value.
Second, Yalu is expanding its product range and reducing production costs by establishing joint ventures and cooperative enterprises. With nearly 2,500 tons of down consumed annually, outsourcing would be costly and risky. To address this, Yalu recently partnered with an Australian merchant to launch a feather processing project, which is expected to cut annual production costs by over 2 billion yuan, providing more room for growth.
Third, the company is expanding its production scale and accelerating its internationalization efforts. A total investment of 500 million yuan was made in the "Yale de Gaoyou Industrial Park," completed last year. This year, two additional parks were launched and are now operational, increasing Yalu's production capacity by 50%. It is one of the largest green industrial bases in the world.
Fourth, Yalu is innovating its marketing system by implementing a "manufacturing and retail" co-management model. The company spent nearly a billion yuan to acquire the "Xuzhou Baiyun Shopping Center," resulting in a significant increase in sales for the Xuzhou Yalu Baiyun Shopping Center and Lianyungang Yalu Down City, with a 50% growth compared to the previous year.
This year, Yalu aims to consolidate its 8,000 domestic sales outlets and expand its direct-to-consumer model. It is also exploring new channels, including the underwear market. Mr. Ma Nanshan, Vice President of Suzhou Sheng Ying Lu Garments Co., Ltd., who has been in the underwear industry for over a decade, emphasized that "the era of reckless operations is over. If companies continue to follow old practices, their risks will only grow. We have always focused on practicality and trustworthiness."
Instead of chasing high-profile advertising or nationwide expansion, Yalu has chosen to focus on differentiated products, cost control, and channel alliances. By concentrating on ground-level marketing and promoting five key provinces, the company is working to build a solid foundation for long-term success. Although Yalu's underwear division may not have a big "stage performance," its underground marketing efforts have already delivered strong results.
As the Chinese underwear market continues to evolve, it needs to shift from artistry to science. Real competitive advantage comes from consistent, foundational practices that eventually lead to quality improvement and unique market positioning. Yalu is committed to delivering good value for money and ensuring profitable partnerships with its collaborators.
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