The rise and popularity of the "China Collar" have often been described as a miracle. However, Lin Shi Zhu, the Brand Manager from the Qiaopai Group's brand management center, believes it is an inevitable outcome of China's evolving men's fashion landscape. "As long as we maintain enough persistence and focus, we can achieve high quality and a higher level of craftsmanship," he said in a serious interview with a reporter.
During the 11th Five-Year Plan period, Qiaopai made significant progress. According to Lin, two key strategies were crucial: first, deepening the cultural essence of the "Chinese Leader" brand and continuing to innovate in product design; second, focusing on domestic sales channels while expanding globally. These strategies helped Qiaopai strengthen its presence in the domestic market and position itself as a competitive player in the global fashion scene.
The international financial crisis severely impacted the textile and apparel industry, causing export channels to shrink and the domestic market to slow down. In response, many domestic brands adapted by exploring new sales avenues, aligning their products more closely with consumer needs. A common trend in the industry was that domestic brands had strong coverage in second- and third-tier cities but struggled to make a mark in first-tier cities. The crisis shifted consumer preferences toward practicality and value, which created opportunities for high-end domestic brands to step in and redefine perceptions of Chinese fashion.
In 2009, pragmatic channel development became a major focus. Like Vanke, which concentrated on residential markets, Qiaopai focused on the domestic market, allowing it to better understand consumer demands and quickly adjust product designs. This approach also helped build a multi-channel distribution system, enhancing operational efficiency and cash flow.
Before the 11th Five-Year Plan, Qiaopai emphasized independent innovation and treated it as a core driver of growth. In 2003, the company introduced a new clothing category—the "Chinese Stand-Collar," blending traditional Chinese culture with international fashion elements. This innovation gained global attention, and the "Fashion China" concept swept across the country, gradually gaining recognition in the international fashion world.
During the 11th Five-Year Plan, Qiaopai continued to enhance the cultural significance of the "Chinese Stand-Collar." In 2006, the "Li Zhonghua Collar" was chosen as the official attire for the China-Africa Cooperation Forum at the Great Hall of the People. The slogan "It is a man, it is a Chinese dragon" became a powerful statement of national pride. In 2007, Qiaopai applied for a patent for the "Chinese Stand-Collar" and established "Stand-Collar Men’s Suit Standards" through Fujian Provincial Standards.
The company also invested heavily in building its corporate and brand culture, ensuring they complemented each other and evolved together. To date, Qiaopai has spent hundreds of millions on brand promotion, significantly increasing its influence and enriching its brand identity. Its image has been widely accepted by consumers.
In 2009, marking its 30th anniversary, Qiaopai set its sights on becoming an international brand and a globally recognized name. To support this vision, the company restructured its brand strategy, focusing on new tactics such as the fusion of culture and art. They aimed to incorporate international symbols and even considered collaborations with renowned artists like Lang Lang and Ye Jintian.
In 2010, Qiaopai participated in the "Colorful China" China National Costume Display Team's U.S. tour, invited by the WAE Chairman. During the event, Hong Bingwen, Deputy General Manager of Qiaopai Group, presented the "Chinese Collar" clothing to President Barack Obama and six U.S. governors, handed over to Zhang Yesui, the Chinese Ambassador to the United States.
As the official dress brand for the China-U.S. cultural exchange activities designated by the Chinese government, Qiaopai held performances in Virginia, Washington, D.C., Maryland, Pennsylvania, and New York. Their shows not only showcased the elegance of Chinese men's fashion but also sparked a wave of interest in traditional Chinese attire.
"It can be said that we have achieved a certain level in the domestic market, whether in terms of brand influence or market share. Reaching this stage, moving toward an international brand is an inevitable step in our development," Lin Shi Zhu concluded.
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