Haicang launches new "Love House Rabbit" influx of people SHINEe speaks

Aiju Rabbit Sportswear Co., Ltd. was established as a subsidiary of Haishu Group on January 28, 2010. The brand focuses on creating stylish and trendy sportswear tailored for young people aged 15 to 25. With a strong Korean influence, the collection blends modern fashion with casual sports wear. To ensure quality and creativity, the company has partnered with a renowned design team from South Korea and set up its own production facilities in China. Leveraging the experience and success of Haishu Group and Haicang, Aiju Rabbit aims to build a well-known clothing brand in the Chinese market. In July 2010, Jiangyin Haiyi Group signed an exclusive endorsement deal with SM Entertainment, one of South Korea’s top entertainment agencies. The agreement featured popular artists like SHINee, F(X), and Tension as ambassadors for the "Love Rabbit" brand. This partnership marked a significant step in expanding the brand's presence in China and introduced the brand to a wider audience through music and pop culture. During July and August, the brand launched a series of film and print advertisements featuring the "Love Rabbit" concept. In September, a comprehensive marketing campaign was rolled out across television, print media, and online platforms, creating a buzz around the brand nationwide. The "LETS PLAY!" initiative became a key part of the campaign, helping to shape a positive and energetic brand image among young consumers. In September, the Love Habitat store officially opened in China. The store quickly gained attention after making a striking appearance at the opening party of the 12th Jiangsu International Fashion Festival. Its unique blend of style and trendiness caught the eye of both media and customers, solidifying its position as a fresh and exciting name in the fashion industry. The brand continues to grow, combining international design influences with local manufacturing to deliver high-quality, fashionable products that resonate with the younger generation. As it expands its presence, Aiju Rabbit is steadily building a loyal customer base and strengthening its reputation in the competitive Chinese apparel market.

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