In 2008, the centennial Olympic Games attracted worldwide attention. When the "Blue and White Porcelain Stand-up Collar" series of Olympic flag-raising dresses designed by Wu, the chief designer of the flag company, rose again and again with the five-star red flag, it not only showed the beauty of China's original costumes, but also showed the spirit of China people, and raised its pride and dignity under the background of national rejuvenation and the rise of a great country! In March 2009, in the face of the severe economic situation, Qipai went against the trend and shouted the slogan "Win the future with faith". As a benchmark enterprise in China's clothing industry, it boldly provoked the banner of pilot in the face of the economic crisis, revived the clothing industry, and opened a glorious ceremony of "pride spanning 30 years". This is like an injection of euphoria, which has injected new vitality into the revitalization of China's clothing industry. Many garment enterprises have struggled to save themselves, and the country has continuously introduced tax reduction policies, and the industry recovery is remarkable.
At the beginning of the first year, after the "founding the country", Qipai set a higher goal for itself: to create a world brand. In order to achieve this strategic goal, the group has formulated a brand strategy of "product innovation, advertising offensive, channel siege and public relations attack". The profound Chinese culture is the brand connotation, and the precise marketing management idea is the wrist, both of which are adopted. This move shows the grand and solid belief and foundation of Qipai after its establishment.
It is understood that in 20 10, Qipai will focus on brand promotion: whether it is the strategy of the first-line market or the VI system optimization with the internationally renowned design master Chen Youjian; Whether it is the introduction of product planning or the promotion of terminal image, the brand positioning will be clearer, the circulation strategy will be more targeted, and a series of methods will promote Qipai to take the international route in a three-dimensional way. Perseverance and elegance, natural and graceful, fashion and steady, the whole body is permeated with the distinct charm of conceit, self-discipline and self-improvement, showing the unique charm of China men's physical beauty accumulated for thousands of years. A big move in the past 30 years, focusing on "China male body beauty", has become the masterpiece of seven major brands. Hong, chairman of Qipai, told everyone that during the period of the rise of great powers and national rejuvenation, Qipai, as one of the founders and pioneers of the Chinese national costume industry, took it as its responsibility to inherit the national costume culture for 5,000 years and revitalize the national costume industry. After 30 years of accumulation and dedicated research and development in the field of men's wear in China, Qipai has a better understanding of the physical characteristics of men in China. At the spring/summer product launch conference of 20 10, the flag brand innovatively put forward the cutting-edge fashion concept of "inventing the physical beauty of China men".
Hong Dong said that Qipai will launch a nationwide survey on "China Men's Physical Beauty", and the survey results will not only strengthen the brand characteristics and value, but also set a category standard for the men's wear industry in China. In view of the figure of oriental men, especially China men, we boldly reformed the pattern, emphasizing the self-cultivation and fit of clothing. By combining traditional fashion elements with modern fashion, we can exquisitely create clothes suitable for China men's physical beauty. While endowing China men with fashion and conceit, it shows China men's curvaceous beauty and physical beauty, and deduces men's conceit, vigor and high-spirited spirit and verve in the new period.
Hong Dong believes that "standing like a pine, walking like the wind, sitting like a bell, lying like a bow and rainbow" is the best portrayal of the physical beauty of men in China's primitive culture. China men's wear, which has been dominated by imported fashion for a long time, is destined to usher in a change with the theme of national culture. The seven major brand groups firmly believe that "only the national is the world". As an important strategic move in the past 30 years, the Group will take seven brands as parent brand, strive to build "China Liling", and operate independently as sub-brands. "China collar" stores focusing on high-end market and with high-end image will emerge in Shanghai, Beijing and other first-tier cities, so that the attitude of men who show Chinese charm will be introduced to the world.