Yalu Group is a well-known garment enterprise located in Huangjing Town, Taicang City. For over three decades, the company has specialized in manufacturing down jackets and winter clothing. Through continuous effort and innovation, Yalu has built a strong brand presence in China, with several well-known trademarks such as "Blue Ice," "Rural Tree," and "Yalu Free." The company's products are recognized as national inspection-free items, environmentally friendly goods, and famous brand products.
To support its long-term growth, Yalu has established 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, it has focused on enhancing the core competitiveness of the Yalu brand. After successfully registering its trademark in 16 countries and regions, Yalu has set up a competitive technology platform through proprietary R&D and technological innovation. This integrated approach covers R&D, production, sales, and import/export, allowing for a more systematic and sustainable brand strategy that strengthens the company’s market position.
Second, Yalu has extended its product range and reduced production costs by establishing joint ventures and cooperative enterprises. With nearly 2,500 tons of down used annually, outsourcing would lead to high costs and dependency on suppliers. Recently, Yalu 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 future development.
Third, the company has expanded its production scale and accelerated its internationalization efforts. A total investment of 500 million yuan was made to complete the "Yale de Gaoyou Industrial Park" last year, with two additional parks launched this year. These facilities have increased Yalu’s production capacity by 50%, making it one of the largest green industrial bases in the world.
Fourth, Yalu has introduced an innovative marketing system, implementing a "manufacturing and retail" co-management model. By investing nearly a billion yuan to acquire the "Xuzhou Baiyun Shopping Center," the company established the Xuzhou Yalu Baiyun Shopping Center and the Lianyungang Yalu Down City. As a result, sales of down jackets increased by 50% compared to the previous year. This year, Yalu aims to consolidate its 8,000 sales outlets and expand direct-to-consumer models, aiming to improve efficiency and strengthen market competitiveness.
In addition, Yalu has broadened its channels into the undergarment market. Ma Nanshan, Vice President of Garments Co., Ltd., who has been in the undergarment industry for over a decade, shared his insights: “The era of reckless operations has passed. If we continue to follow old methods, the risks for our business will only grow. From the start, we emphasized practicality and trustworthiness. Unlike other companies that pursued high-profile strategies and nationwide expansion, we focused on developing differentiated products, cost control, and channel alliances.â€
Yalu has also concentrated on ground-level marketing, ensuring that consumers receive good value for money. Through partnerships, the company emphasizes quality, appearance, and profit policies, focusing its resources on promoting five key provinces. While Yalu may not yet have a big stage presence, its solid underground marketing efforts have delivered strong market performance.
With the rapid development of the Chinese undergarment market, there is a growing need to transition from artistry to science. The real competitive advantage of enterprises often comes from consistent, basic practices that eventually lead to quality leaps and unique competitive models.
SHAOXING JINGYU IMPORT AND EXPORT CO.,LTD , https://www.jinyutextileone.com