Focus On Cashmere Coat For 19 Years

How long did it take for "three little goats" to be recognized, remembered and purchased by consumers? The answer is: less than a year. But how long did it take for "three little goats" to go from "behind the scenes" to "in front of the stage" from OEM to private brand? The answer is: 19 years.

Since China joined the WTO in 2001, China has been known as the "world factory". Especially in the clothing industry, thousands of Chinese manufacturers have supported the global sales of first-line brands. One of them is the ODM factory of Yang Yuyong, the founder of pure cashmere coat brand "three little goats".

Meeting challenges with change is Yang Yuyong's entrepreneurial DNA. He began to enter the international market, and successively participated in well-known international textile and clothing exhibitions. Due to its excellent design and outstanding quality, many international brands have cooperated with Yang Yuyong to help develop and produce cashmere coats.

This cooperation model achieved good results, and Yang Yuyong's company became an original design manufacturer. "Since 2006, the company has shifted from OEM to more business. For a perfect cashmere coat, we have always been a behind the scenes hero, but as a designer, I always have a brand dream in my heart. Although I have experienced many difficulties and dangers, I have to realize it."

After ten years of sharpening his sword, Yang Yuyong has made great efforts to improve the quality of the products. His style, pattern, design and technology are all-round and strive for perfection. During this period, he went to France, Italy, Japan and other clothing enterprises to learn professional knowledge and charge himself. Through deep accumulation, the seeds of dreams germinate quietly.

In recent years, the changes in the trade environment, as well as the impact of the epidemic situation, the profit of the OEM is weak, and its passivity is strong. With a complete supply chain and excellent design and manufacturing capabilities, Yang Yuyong also began to try to transform. From "behind the scenes" to "in front of the stage" and relying on online channels to launch strong private brands, Yang Yuyong believes that this is a natural time.

"On July 15, 2021, we came to the tremolo platform for the first time." Yang Yuyong clearly remembers every time node. For those who are extremely firm in their hearts on the road to dream, every step is worth cherishing. On this day, Yang Yuyong's customers changed from enterprises to hundreds of millions of consumers.

There is no doubt that in the face of such a huge global consumer market, the opportunities and challenges faced by enterprises are pouring in like a torrent. The first is time. For manufacturers, the production plan based on the premise of service brand is step-by-step and orderly, with a production cycle of at least one year in advance, and the production cycle of surface, auxiliary materials and process is also planned in advance. However, when facing each consumer directly, the communication mode becomes one-to-one. In addition, the trend is changing rapidly, and the production rhythm is speeding up rapidly, so it is impossible to make production plan in advance. "Although it's hard work, we can face users directly, understand their needs at the first time, get their evaluation and real feelings of products through the users who have purchased, and constantly improve our design and products." Yang Yuyong can always see the good side of things, tired and satisfied.

On January 19, 2022, the brand of pure cashmere coat "three little goats" came out, and Yang Yuyong's dream came true. His dream is very simple. He only makes pure cashmere overcoats. In today's diversified clothing categories, single track is full of risks. Obviously, Yang Yuyong is well prepared and full of confidence.

Along with the friendly and easy to remember brand name, there is the unique brand slogan of "three little goats", which is "naked, but does not tie people". As common sense knows, people will not wear their coats naked. Why did Yang Yuyong put forward this slogan?

"Because the pure cashmere coat that can't be naked is not the best fabric," Yang Yuyong said confidently. At present, the quality of cashmere products in the clothing market is different. Some businesses call wool overcoat as cashmere coat, which confuses consumers' cognition. Therefore, there is a blind spot in the choice of cashmere coat.

Each coat of "three little goats" is made of 58 cashmere within 12 months, with fiber fineness of 14.5 microns. Brand pursuit of the ultimate raw materials, technology to follow the company more than ten years of old technicians, nearly 20 years of hard work, "die hard" to the end. In terms of supply chain, the brand has self built factories in Shanghai and Anhui, with more than 500 employees. It only makes cashmere overcoats 365 days a year, with an annual output of 200000-250000 pieces. "It is the brand's intensive efforts in the production and supply chain that we have enough soft and delicate products. Although the overcoat will not be worn naked, the slogan is to convey to consumers:" three little goats "coat fabric is ceiling level cashmere." Yang Yuyong said.

How do young people know "three little goats"? Most of the answers are in the building elevator. Brand and focus media elevator media reached a deep cooperation, in a large number of preliminary research, choose to use the most intuitive channel to meet the public. In the narrow space of the elevator, people intentionally or unintentionally deepen the brand impression, and the useful advertisements for them will be remembered, "three little goats" are preconceived and seize the opportunity. 　　

Shuo Yin is preferred by "three little goats" as the main battlefield of e-commerce. Shuo Yin focuses on e-commerce personnel and interests. Brands tell their own stories through short video content, interpret the connotation of products and convey unique culture. This is exactly what international brands have been doing. Yang Yuyong has transformed nearly 20 years' experience into actual combat, making the "three little goats" shine brightly all the way. 　　

As for the brand's sales achievements of 23.18 million in the "double 11" good goods festival of shuoyin e-commerce, Yang Yuyong said that it was unexpected that "the majority of consumers have a strong desire to buy high-quality clothing and no longer blindly pursue discount and cheap products.". Yang Yuyong is confident in the future of the brand. "Our products will never be discounted or reduced in price for the rest of our life." with the tide sweeping through the sand, high-quality products will be left behind and followed by people. It is the most difficult thing to do a good job.

"Usually people buy cashmere coats and think that only luxury brands have high-end crafts and fabrics. In fact, many factories in China are processing for top brands, and we are one of them." Yang Yuyong said, "three little goats" is to prove that local brands can also produce high-quality coats. So far, there is no leading brand focusing on pure cashmere coat at home and abroad, "three little goats" is the first "ice breaking" brand. "I hope that the" three little goats "can be deeply bound with pure cashmere coat, and when you hear the brand name, your mind will automatically associate with high-quality, skin friendly and soft cashmere coat." Yang Yuyong said that he expected "three little goats" to become the crown jewel in the clothing segmentation field, and become the first choice for consumers who love overcoats. Representing the quality of Chinese cashmere coat, let the world see the quality of China.