"Pure" is one of the leisure brands of Dongyue Company. With its close-fitting fashion, competitive fashion and simple design, it has quickly become one of the well-known leisure clothing brands in China in just a few years. Influenced by China's multi-geographical, multi-element and multi-cultural lifestyle, Pure advocates "love" as an important source of self-development. In the name of "love", the spirit of fashion, vitality and freedom is gradually integrated into the "pure" design, and gradually evolved into a young representative of China's fashionable urban style. Relying on high-quality products, advanced CAD production system and increasingly perfect marketing system, more than a thousand "Pure Pure" stores have been developed throughout the country, with sales outlets in 28 provinces, municipalities and autonomous regions.

"If an enterprise wants to make great progress, it is impossible for an entrepreneur to have a long-term strategic vision." -"Pure" Guo. During the period of 1997, "purity" was still in the initial stage of development. Prior to this, founder Guo started from more than 20 people and gradually developed into a small enterprise with more than 80 people. On the occasion of the second China (Humen) International Fashion Expo, Humen Town launched the first seven brands of Humen from the perspective of fully supporting private enterprises to become stronger and bigger. With the strategic vision of a young entrepreneur, Guo found Humen Garment Association and sincerely expressed his confidence and determination to build a brand. At that time, he was the smallest of the seven brands launched by Humen. At that time, I was still engaged in the wholesale operation of Humen Fumin Fashion Creative Center, and I was keenly aware of the importance of building a brand. After the launch of the seven major brands, Guo spent a large part of his limited funds on advertising, and welcomed the inspection from all over the world with small brands and big gestures at the China (Humen) International Fashion Expo. Facts have fully proved that Guo's move is correct. Through China (Humen) International Fashion Expo, a big platform facing the world, it can be said that the name "Chun" spread to the north and south of the country through various channels overnight. That year, his Dongyue Garment Factory had just been established for two years, and the enterprise rapidly developed to more than 3,000 people. Young men and women who are "pure" in fashion and leisure take the path of fashion, high quality and low price. Because of the fashion diversity of styles, patterns and varieties, the zero activity of sales methods and the popularization of prices, it has become the first choice for urban consumers. At that time, "pure" was limited to the wholesale of Fumin commercial building and enjoyed the reputation of the first fashion wholesaler in China. Shortly after the fair, the old customers went to Fumin to wholesale pure. Strangely, pure can't be found in the whole Fumin commercial building. Originally pure has quietly withdrawn from the wholesale market and turned to the monopoly route. You should know how prosperous the wholesale business in Humen was at that time. At that time, up to 70 thousand pieces of solid color clothes could be wholesale every day! You can send away at most 2 million pieces a month, and basically tens of millions of pieces of clothes have been approved by merchants throughout the year. With the expansion of market share and the development of enterprise scale, the previous wholesale operation mode is obviously not suitable for the current situation. After in-depth and meticulous market investigation, the management of "East Vietnam" made a decisive decision: take the road of brand monopoly by franchising, create a "pure" brand with higher gold content, and enhance the cultural taste and taste of the "pure" brand. To this end, the company invested heavily in a series of planning and packaging for the "pure" brand, striving to give consumers a brand-new image in the shortest time from design, advertising, planning and display to image and characteristics. Facts have proved that Guo's judgment is absolutely correct. Two years later, when people felt that the profit margin of wholesale was getting smaller and smaller and turned to monopoly and joining, "Pure" had gained a firm foothold in the national primary market. "Brand development is the key". After Dongyue Company established the route of brand building and market expansion with reference to the operation mode of international and domestic big brands, Guo stepped up the pace of talent introduction. Guo never cares about the cost. He thinks that as long as it helps the development of the enterprise, you are the treasure of the enterprise. In order to hire a factory director, he went to the factory director's enterprise many times. The factory director's enterprise is a state-owned enterprise on the verge of bankruptcy. In order to invite this talent, Guo decisively bought out the length of service of the factory director, but the factory director was still reluctant to leave the factory where he had worked for many years. On this issue, Guo made another unbelievable move. That is to buy a factory that is on the verge of bankruptcy and let the director marry in East Vietnam. On the issue of hiring talents, Guo has spared no expense. If one day the chairman of Dongyue Company finds your office, hands you a commercial house or gives you the "key" of a car, it is not surprising. On the issue of sending a house, some people will say that the house belongs to the company, and you can't take it with you when you leave. You are wrong. You know, all the houses sent by Guo are in the names of the parties, and they all have real estate licenses. The company also stipulates that as long as the employees who get the commercial housing have worked in East Vietnam for five years, the house is yours. Five years later, companies are welcome to start businesses in East Vietnam, and the company will never embarrass you. Guo also has a magic weapon for employing people, that is, everyone is a participant and everyone has the opportunity to be promoted. Simply speaking, if you think your level is qualified for a certain position, the company will definitely give you an opportunity as long as you put it forward, that is, you will be given a month to work in your position. As long as you are qualified, you will be promoted immediately, so the personnel and leadership of East Vietnam have been stable. In order to build a national famous brand, Guo specially hired international clothing brand experts to position "pure" as fashionable and casual clothes, and chose Hong Kong and Taiwan stars as corporate brand image spokespersons. As soon as the new product went on the market, it was widely favored by young consumers. In the past, merchants who wholesaled "Pure" all over the country became the earliest franchisees of "Pure", and they brought the brand "Pure" back to local stores. In the past few years, "Pure" has flourished all over the country, and its franchise stores are as far away as Tibet and Xinjiang. It is understood that in recent years, "pure" franchise stores have increased at a rate of 30% every year, and the franchise store network has covered cities above the second level in the country. Franchising has enabled Dongyue Company to quickly realize its own "Phoenix Nirvana", and more than 4,000 specialty stores around the world have made "Pure" a "sun never sets" brand and become the "leader" of Asian clothing franchise chains. Talking about pure future development, Guo said that the world economy in 2 1 century is an integrated economic era without borders, and the implementation of brand-name strategy is the need for enterprises to participate in international competition. In his view, foreign clothing brands entered China by mature marketing methods and marketing experience. In contrast, although the implementation of brand strategy in China started late, it does not mean that it cannot compete with foreign brands. Guo believes that, on the one hand, China is a big clothing country with unparalleled local advantages and price advantages; On the other hand, most domestic garment enterprises started from wholesale, accumulated a large number of merchants and possessed unparalleled channel advantages, which also laid the foundation for China garment enterprises to implement brand-name strategy. Guo said that garment processing and manufacturing has a history of more than 20 years in the Pearl River Delta. The first batch of garment processing and manufacturing enterprises in the Pearl River Delta are mostly foreign-funded enterprises, with unique market expansion and product development. In the past 20 years, China garment enterprises have grown from weak to strong, and they are learners-participants-competitors with foreign brands. At present, after years of development and accumulation, many local garment enterprises in the Pearl River Delta have the strength to compete with international brands. In the domestic market, the next competition will be between local brands and foreign brands. Since 2003, "Pure" has taken the pace of global brand expansion. After joining the chain stores in Southeast Asian countries such as Malaysia and Singapore, the chain stores will be opened to eastern European countries such as Vietnam and Russia this year. In addition, it will open "pure" stores in Middle East markets such as Jordan and European markets such as Serbia. In order to take the step of globalization, "Chun" invested a lot of money to set up a product quality testing center. All raw materials and clothes need to pass inspection and testing and meet international standards before they can be put into production and sales. "Chun" recently hired a number of international and domestic fashion designers as product design consultants to ensure the fashion of pure products.