Sixty set forth the rise of China National Ethos built three decades 柒 license and establish a world famous brand

Over the past sixty years, China has undergone remarkable transformation through reform and development. Today, China stands as an essential player in global politics and economics, with its cultural influence steadily growing on the world stage. If we look back at Europe in the 19th century and the Americas in the 20th century, it's clear that the 21st century belongs to Asia, specifically China. The 2008 Olympics was a pivotal moment showcasing China's rise as a global superpower. A new chapter has begun, and this historical juncture has instilled a heightened sense of national pride and confidence among the populace. The spirit of self-assurance and resilience is propelling China forward, driving the nation towards greater prosperity. This year marks the 60th anniversary of the founding of the People's Republic of China, coinciding with the 30th anniversary of the Qiong brand. Since its inception, Qiong brand has evolved from a small clothing workshop in southern Fujian to becoming one of China's top ten menswear brands. By mid-2009, Qiong brand had established nearly 3,000 national sales outlets, with a nationwide sales network. For seven consecutive years, the brand's total sales revenue and profits have ranked among the top in the clothing industry. This reflects the unwavering efforts of those who have taken charge of their destinies over the last thirty years, embodying the essence of perseverance and self-belief. As a national brand representative, Qiong brand has profoundly shaped and advanced China's garment industry while accelerating the globalization of Chinese fashion brands. Rooted in national culture, the fusion of traditional Chinese attire with modern fashion design represents a core philosophy in expanding China's clothing brands globally. The thirty years of exploration and innovation exemplify this vision. In 2009, Qiong brand launched another landmark initiative: the Chinese Men's Body Posture Survey. This survey highlights the physical evolution of Chinese men, symbolizing the nation's rapid ascent and enduring presence on the world stage. It serves as a pivotal moment in transitioning towards becoming an internationally recognized brand while addressing cultural and humanistic shifts within the apparel sector. Facing intense competition and rapid growth, the garment industry has seen significant changes. The industry's fragmentation persists, with intensified rivalry between Chinese and foreign brands. Market reorganization is imminent, making channel diversification, scaling up operations, and brand management key competitive strategies. From an industry value chain perspective, profits from upstream material supply and midstream processing remain crucial, but the swift movement of downstream elements has placed pressure on the entire sector. During this growth phase, all stakeholders—consumers included—are still maturing, leading to low market concentration and a need for fresh forces. In response to these challenges, the textile and apparel industry was identified as a vital sector affecting daily life under the recently introduced national revitalization plan. Seizing opportunities amidst crises, Qiong Group has laid strategic groundwork and refined its plans. Facing new circumstances, the brand recognizes that today's apparel industry operates in a phase where differentiation defines survival and growth. Brands have become strategic tools for enterprise survival, development, and competition, serving as enduring motivators for sustainable growth. Looking ahead to 2010, Qiong brand plans to invest 350 million yuan in promoting its national terminal image and multi-brand strategy. This includes strengthening the "Qia Brand" branding and visual identity systems, focusing on sub-brands rooted in Chinese originality, innovation, and modern fashion design. Additionally, the company will enhance its brand licensing framework. Product planning will emphasize the aesthetic of Chinese men, with increased attention to design quality, terminal construction, and marketing efforts. Integration of brand communication and establishing Chinese men's clothing industry standards will also be prioritized. The brand will also focus heavily on promotion in 2010, whether through first-tier market strategies or optimizing the VI system, introducing product planning, or enhancing terminal imagery. The brand positioning will become clearer, and communication strategies more targeted. With robust marketing management, terminal system development, preparations for listing, and multi-brand initiatives, the brand aims to advance along an international trajectory. Despite future changes, Qiong brand’s core philosophy remains unchanged. Its distinctive style for Chinese men and its commitment to building a globally renowned brand will endure. For the future, Qiong Group plans to invest 380 million yuan in constructing the Qiaopai Building in Xiamen, housing a group decision-making management center and training base to separate production from marketing. An additional 160 million yuan will fund the construction of a modern warehousing and logistics center. Currently, the company has a research and development base in Shanghai, and soon will establish R&D centers in Guangzhou, Beijing, Japan, Italy, and France to boost product innovation, personality, and competitiveness. Under the guiding principle of "Chinese heart, Chinese context, and Chinese innovation," Qiong Group pursues the ambitious goal of "establishing Chinese fashion, building first-class enterprises, and creating world-famous brands." Expanding its range of clothing products, the group aims to penetrate China's high-end male consumer market before entering the international arena. Additionally, Qiong Group will continue investing in the "Intangible Cultural Heritage Research and Protection Fund" and collaborate with top universities nationwide to establish a talent training program. Setting up its own licensee training base—the Qiong Brand Business School—will provide strategic human resource support. Leveraging scientific management, modernization of the industrial chain, and office systems supported by three key infrastructures, the group plans to expand into social public facilities, banking, finance, and insurance sectors. Gradually, the licensing strategic layout will unfold, opening the door to an international comprehensive strategic plan.

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