# Youngor

Youngor’s Generational Shift: Can the New Matriarch Shed the ‘Dad Brand’ Stigma?

Li Hanqiong is set to succeed her father as chairperson of Youngor, China's menswear giant, spearheading a radical shift from a diversified investment firm back to a fashion-focused powerhouse. Despite aggressive acquisitions of international brands and retail channels, she faces a significant challenge as the company's core apparel business struggles with declining profits and an aging brand image.