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Yalu Group is a well-known garment enterprise located in Huangjing Town, Taicang City. It specializes in the production of down jackets and winter clothing. Over the past three decades, the company has built a strong reputation, with well-known trademarks such as "Blue Ice," "Rural Tree," and "Yalu Free." Yalu has earned recognition for its quality products, including national inspection-free and environmentally friendly items, establishing itself as a leading brand in the industry.
To support continued growth, Yalu has adopted a corporate philosophy centered on "extensive cooperation, independent innovation, internal and external integration, leading industry reform, and shaping a world-class brand." In line with this vision, the company has implemented four key marketing strategies to strengthen its market position.
First, Yalu is enhancing its brand core competitiveness. After successfully registering its trademark in 16 countries and regions, the company has developed a competitive technology platform through proprietary R&D and innovation. By integrating research, production, sales, and import/export under one roof, Yalu is fully implementing a sustainable brand strategy. This approach systematically leverages the company’s brand resources, strengthening its competitive edge in the global market.
Second, Yalu is expanding its product range and reducing production costs by establishing joint ventures and cooperative enterprises. With the growing demand for down products both domestically and internationally, Yalu consumes nearly 2,500 tons of down annually. By outsourcing, the company would face high costs and dependency on third parties. To address this, Yalu has partnered with Australian merchants on a feather processing project, which is expected to cut annual production costs by over 2 billion yuan, creating more room for future development.
Third, Yalu is expanding its production scale and accelerating its internationalization efforts. A total investment of 500 million yuan was made to complete the "Yale de Gaoyou Industrial Park" last year. This year, two additional parks were launched, and once fully operational, they will increase Yalu's production capacity by 50%, making it one of the largest green industrial bases in the world.
Fourth, Yalu is innovating its marketing system by adopting a "manufacturing and retail" co-management model. The company invested nearly a billion yuan to acquire the "Xuzhou Baiyun Shopping Center," leading to the establishment of the Xuzhou Yalu Baiyun Shopping Center and the Lianyungang Yalu Down City. These initiatives resulted in a 50% increase in Down Jacket sales compared to the previous year. This year, Yalu aims to consolidate its 8,000 retail outlets, expand direct-to-consumer models, and enhance economic efficiency while improving market competitiveness.
In addition to its core business, Yalu has also expanded into the underwear market. Mr. Ma Nanshan, Vice President of Suzhou Sheng Ying Lu Garments Co., Ltd., shared insights on their approach: "The era of extravagant operations is over. If we continue to follow others' old methods, the risks for our company will only grow. From the start, we aimed for practicality and long-term trust. We didn’t chase high-profile trends or invest heavily in advertising. Instead, we focused on differentiated products, cost control, and channel alliances. Our goal is to provide consumers with high-value, affordable underwear, while ensuring our partners can truly profit from cooperation."
Today, Yalu no longer relies on flashy promotions but instead focuses on solid, grassroots marketing. This approach has led to impressive market performance and rapid growth. The Chinese underwear market is undergoing a transition from artistry to scientific management, where real competitive advantages often come from mastering basic skills and achieving qualitative improvements through accumulated effort. Yalu is building a unique and sustainable competitive model based on this philosophy.