In recent years, the Chinese textile and garment industry has undergone three major transformations: from textile production to brand development, from OEM manufacturing to establishing their own clothing brands, and from export-oriented businesses to domestic market expansion. This shift has been dubbed as a new era for China's textile and apparel sector, with companies like Hailan and others following similar paths. For instance, the Italian brand Zegna started as a wool fabric producer, while Shandong Daiyin Group also took a similar developmental route.
Originally known as Taian Second Cotton Mill, Daiyin Group was restructured in 1996 into Tai'an Taiyin Textile Co., Ltd. Since then, it has continuously evolved, expanding its operations and entering the clothing brand market. The company launched the Renault clothing brand, marking its entry into the fashion industry. According to Zhao Huan Chen, Chairman and General Manager of Daiyin Group, the company now operates in textiles, clothing, and international trade, producing 75,000 tons of yarn annually, 30 million meters of denim, 500 million meters of woolen fabric, and 8 million pieces of clothing. It ranks among the top 20 cotton textile enterprises nationally and is one of the top 100 garment companies in China.
As the brand clothing segment grows, Daiyin Group has set clear development goals. Zhang Hui, Executive Vice President of Renault Apparel, emphasized that the early stage of domestic brand development involved imitation, which is natural in the initial phase. However, companies must now focus on innovation and originality to carve out their unique path, or risk being lost in a sea of homogenization.
To differentiate itself, Renault Apparel established a clear brand positioning: emphasizing taste and personality, aiming to break through the saturation of the market. Positioned as a premium brand for mature and elegant men, Renault offers high-end business suits, casual wear, and promotes a lifestyle centered on "pursuing quality and fashion elegance." It also advocates the philosophy that "life is full of miracles," targeting professionals, civil servants, and men who value quality in both life and attire.
Zhang Hui believes that innovation doesn’t necessarily mean invention; it’s more about delivering value to consumers. "Sometimes, consumer needs need to be guided," he said. When surrounded by many brands, a customer might suddenly find one that truly reflects their personality, and they would be willing to pay for it, regardless of price. That’s the power of taste and individuality.
To achieve this, Renault Apparel built a strong design team, hiring renowned European designers and setting up R&D centers in Paris and Milan, alongside a Guangzhou-based team. This ensures that the brand stays closely aligned with global fashion trends. Renault’s men’s collections are designed with a classic yet stylish touch, combining European craftsmanship with modern aesthetics.
The brand offers over 600 varieties across 16 series, including trousers, suits, shirts, T-shirts, ties, casual wear, and sweaters, achieving a high level of product serialization. In addition, Renault provides personalized tailoring services, allowing customers to customize fabrics, designs, and even buttons to match their personal style.
In terms of marketing, Renault has shifted from traditional methods, implementing innovative strategies such as sales target segmentation, product management, and marketing planning. This approach led to an annual sales growth of over 30%. The brand has expanded into cities like Jinan, Qingdao, Xi’an, Shenyang, and Zhengzhou, adopting a three-in-one model of mall presence, boutique stores, and distributor networks.
With a sales network centered around North, Northeast, and Northwest China, Renault has established over 600 outlets nationwide. Recognizing the growing importance of e-commerce, the brand launched an online store on Taobao Mall, forming a dedicated e-commerce team that has achieved significant success. According to Renault’s leadership, online sales will be a key growth driver in the future.
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