On the edge of West Lake in Hangzhou, a flagship store of “Han Ma Family” officially opened. In this welcoming living hall, quilts, shirts, trousers, socks, towels, handicrafts, and even a piece of soap are all related to "hemp" because they contain hemp, hemp, and hemp.

On the edge of West Lake in Hangzhou, a flagship store of “Han Ma Family” officially opened. In this welcoming living hall, quilts, shirts, trousers, socks, towels, handicrafts, and even a piece of soap are all related to "hemp" because they contain hemp, hemp, and hemp.

This brand-new brand is created by the Youngor Group, which has been on the ups and downs in the capital market and real estate market in the past few years. In the past few years, Li Rucheng has become an out-and-out "fan of hemp". Some people simply joked that he had "leprosy."

Everyone will be fine products

Regardless of this year's two sessions or other public occasions, Li Rucheng did not forget to praise the company's new products, "wearing comfortable, breathable, but also antibacterial, anti-ultraviolet." Of course, the socks and shirts he wore were made of hemp. From a grain of hemp seeds to a piece of clothing, Youngor spent 6 years and spent 300 million yuan.

Six years ago, Li Rucheng married Zhang Jianchun, Director of the Hemp Research Center of the Military Equipment Research Institute of the PLA General Logistics Department. At that time, researchers such as Zhang Jianchun had already completed improved breeding and cultivated a new variety of hemp, which immediately caused Li Rucheng’s strong interest and the two sides hit it off.

In 2005, Youngor opened the world's first hemp fiber production line in Xishuangbanna, Yunnan. In Xishuangbanna, 12 hectares of hemp are planted in rolling hills, because the soil climate here is the best for them. In January this year, the first Hanma Family Store opened in Ningbo. Hangzhou is the third place. Next, the flagship stores will gradually spread in places like Shanghai and Shenzhen.

According to reports, the land requirement for hemp cultivation is not high, and non-farming land and hillside land can be used without applying pesticides. Hemp also absorbs 25 tons of carbon dioxide per hectare, which is 50% higher than cotton. It is a green, low-carbon industry.

Before, Youngor had long been involved in the cotton cultivation industry in Xinjiang. This time, Youngor thinks otherwise. Li Rucheng has conducted research specifically. China is the world's largest consumer of textile raw materials, and its dependence on cotton imports has reached 35%. The successful development of the hemp industry has not only solved the problem of low human resources in China, but also applied to many fields. It is understood that currently, the Hemp Series R&D products involve more than a thousand varieties in 14 industries, and apparel and household products are only a small part. According to preliminary estimates, if the development is successful, it can form a multi-billion industrial chain.

The three main businesses learn from each other

Since last year, despite changes in the “calm” style of the past, Youngor’s movements in clothing have been frequent.

While vigorously deploying the hemp industry chain, last year, Youngor also completed the acquisition of 22 garment manufacturing companies by increasing the capital of the subsidiary company's apparel holding company. At the same time, it rented the No. 1 Bund on Yan'an East Road in Shanghai to take advantage of the Shanghai World Expo to create a 5,000-square-meter Youngor global image flagship store and showcased the company's five brands.

Compared with high-profile actions, the overall performance of the apparel sector remains flat. The annual report shows that Youngor achieved a net profit of 3.26 billion yuan in 2009, an increase of 106.18% year-on-year. The contribution of branded apparel to net profit was only 445 million yuan.

In this regard, Li Rucheng emphasized that Youngor has always taken the three main businesses of brand clothing, real estate and equity investment to go hand in hand and develop together as the company's development direction. The three major industries can complement each other in capital and brand resources. Brand clothing is the basic industry started by Youngor and is an important carrier for the company's brand management. The implication is that the main industry will not give up, but must strengthen, and gradually transform from a manufacturing-oriented enterprise to a brand marketing enterprise.