柒 card announced: 800 million yuan in 2010 Hair brand to enhance
FOSHAN MATTELLA TEXTILE CO., LTD , https://www.selvedgejean.com
Chi Hung Group, during its Spring and Summer 2010 New Product Conference, established a licensing group and announced its license plate development plan for 2010. According to the strategy, the QI brand will invest nearly 800 million yuan in multi-brand operations, enhancing the brand image of retail channels, product design, and overall operations. The company also plans to set up an R&D center, training center, and overseas R&D base to boost product innovation, shape unique product identities, and strengthen competitiveness.
Hongzhao Zhuang, chairman of Chi Hung Group, emphasized that under the core concept of "China's heart, China's situation, and China's innovation," the group will expand its apparel product lines, deepen its presence in the high-end domestic market, and further enter the international stage. In 2010, 350 million yuan will be allocated to upgrade the national retail image and operate multiple brands. The company will focus on strengthening the parent brand "Qipai" and its visual identity system, while promoting sub-brands like "China Collier."
Additionally, the company launched a comprehensive product planning initiative, highlighting the annual theme "Focus on the Beauty of Chinese Men." It aims to improve product design quality, enhance marketing terminal management, integrate brand communication, and establish industry standards for men’s fashion in China.
The licensing group also plans to invest 380 million yuan in building the Xunpai Building in Xiamen, creating a group decision-making management center and training base. This move will help separate production and sales operations. An additional 160 million yuan will be used to construct a modern warehouse and logistics center.
Currently, the brand has an R&D base in Shanghai, with new R&D centers planned in Guangzhou, Beijing, Japan, Italy, and France to further enhance product innovation and competitiveness. The group will also increase investment in the "Non-material Culture Research and Protection Fund" to support corporate culture. Collaborations with top ten universities in China will be established to build a dedicated training base, the Qiong Brand Business School, as part of long-term talent development.
The company is also working on improving scientific management, standardizing the industrial chain, and modernizing the office information system. By leveraging resources in clothing R&D, production, and sales, it plans to expand into public infrastructure, banking, finance, and insurance sectors, gradually refining its licensing strategy.
Hongzhao Zhuang said that in 2010, the brand will focus on brand promotion, with more precise front-line market strategies and VI system optimization. Whether through product planning or terminal image enhancement, brand positioning will become clearer, and communication strategies more targeted. With strong marketing management and terminal system construction, the brand is preparing for listing and expanding into multi-brand operations, all of which will drive the brand toward global growth.
Looking ahead, the brand’s vision will remain unchanged—continuing to bring confidence and style to Chinese men, and maintaining its belief in building a world-class Chinese brand. Founded in 1979, the brand has always focused on integrating original Chinese culture into apparel design, successfully creating iconic men's wear such as the stand-collar suit. At one point, the phrase "Wear Chinese Stand-Collar at Important Moments" became the top choice for men.