In recent years, the Chinese textile and garment industry has undergone three major transformations: from textile production to brand expansion, from OEM manufacturing to building their own clothing brands, and from export-oriented businesses to domestic market leadership. Companies like Hailan and Suning have become prominent examples, while international names such as Zegna also started with fabric development. Similarly, Shandong Daiyin Group followed a similar path of growth.
Originally known as Taian Second Cotton Mill, Daiyin Group was restructured in 1996 into Taiyin Textile Co., Ltd. Since then, it has continuously evolved, expanding its business into various sectors and embracing new development strategies. The group later launched the Renault clothing brand, entering the competitive world of branded apparel.
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 in China and is listed among the top 100 garment companies nationally. Building a strong brand presence has become one of the group’s core goals.
Zhang Hui, executive vice president of Renault Apparel, highlighted that the domestic clothing market once went through an imitation phase, which is natural during early development. However, companies must now focus on innovation and originality to avoid being lost in a sea of homogenized products. Renault Apparel, therefore, set a clear brand identity: emphasizing taste, personality, and differentiation from mass-market trends.
Positioned as a premium brand for mature and elegant men, Renault offers high-end business suits, casual wear, and tailored options. It promotes a lifestyle philosophy centered on "pursuing quality and fashion elegance" and spreads the idea that "life is full of miracles." Its target customers include professionals, civil servants, and men who value both quality and style.
Zhang Hui believes that innovation doesn't always mean invention; it's about delivering value that resonates with consumers. When people are surrounded by many brands, they often seek out those that reflect their individuality. Price becomes less important when a brand aligns with personal taste.
To achieve this, Renault has built a strong design team, including renowned European designers, and established R&D centers in Paris and Milan, alongside a team in Guangzhou. This ensures that their designs stay aligned with global fashion trends while maintaining an elegant and stylish aesthetic.
Renault offers over 600 varieties across 16 series, including trousers, suits, shirts, T-shirts, ties, casual wear, and sweaters, creating a well-rounded brand portfolio. The brand also provides personalized tailoring services, allowing customers to choose fabrics, designs, and even buttons according to their preferences.
In terms of marketing, Renault has shifted from traditional methods to more innovative approaches. By setting clear sales and marketing goals, the brand achieved over 30% annual sales growth. It expanded into key cities like Jinan, Qingdao, Xi’an, Shenyang, and Zhengzhou, adopting a three-in-one model: mall placements, boutique openings, and distributor networks.
The brand has established a nationwide sales network centered around North China, Northeast China, and Northwest China, with over 600 outlets across the country. In response to the growing e-commerce trend, Renault created an online sales team, opened an official store on Taobao Mall, and saw significant success. The company views online sales as a crucial growth area for the future.
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