Women's trousers brand dream Shuya: combination of static and dynamic "lead show"

庖丁解"牌"

In 17 years, she focused on women's trousers and won the reputation of “the first in the market in terms of similar products in the same category”. As a trousers brand that has grown from a vast expanse of the Central Plains, Mengshuya is relying on “accurate positioning, mode of "Innovation" led the "Henan pants" to the center of the Chinese pants stage.

Industrial Park renderings

In the past, when referring to the clothing industry in Henan, the general impression was that there was a lack of Jiangnan aura, new ideas along the coast, and Shandong's atmosphere. However, in recent years, with the strong support of all levels of government in Henan, the Henan garment industry has not only made major breakthroughs in the transfer of middle and western regions, but also emerged a number of strong female pants companies in the cultivation of local brands. These companies are no longer merely representatives of regional brands, but have quietly become the leader in the Chinese women's trousers industry. Dreams is the leader among them.

A dream comes true and honor represents strength

At the CHIC held in Beijing in March 2010, the reporter noticed that the Mengshuya brand exhibiting at a large booth had significantly improved the overall image of the terminal compared to last year’s exhibitors. This question was then thrown at Zhengzhou’s leading show. Chen Yongbin, general manager of Clothing Co., Ltd. Some of his explanations are impressive: "Dream Shuya wants to continue to innovate in the business model while maintaining the competitiveness of the core female pants. In 2010, we must create a 'beautiful terminal'."

Three years ago, the first contact with Mengshuya, contact Chen Yongbin, the reporter felt that this is a strong low-key brand; but after Chen Yongbin was elected vice president of China Garment Association, Meng Shuya became the vice president of China Garment Association unit, after the dream Shuya Recently, it has become a powerful force. At present, Mengshuya can produce and sell 4.6 million women's trousers every year. It has a total of 3 brands (including Mengshuya, MC, and Ai'i'ermeier), among which the Mengshuya brand has a market share in 2008 and 2009. In the authoritative survey, for the second consecutive year, it ranks first in the Chinese women's trousers industry. The company has formed an advantageous network of 7 self-owned subsidiaries, 20 provincial-level marketing centers and more than 1200 specialty stores nationwide.

Meng Shuya defined 2009 as a year of “business model, contrarian attack” in his company’s newsletter. However, in the reporter’s view, 2009 was a real harvest for Mengshuya. “ The first China Famous Trademark Enterprise in the apparel industry in Henan Province, the "Most Fashion Influence Brand", the "Chinese Women's Pants Color Development Base", and the "The 8th China Fashion Color Association" Dream Shuya symbolizes that Mengshuya has been on the road of the leading brand of Chinese women's pants.

Focus on pants without wavering

Many people are very curious why Mengshuya has been able to consistently make pants for a single product for many years, and has quickly become a top performer in recent years, becoming a benchmarking company in the Chinese women's trousers industry. “Insistence on precise positioning and model innovation is a glimpse of the development of Dream Shuya in these years.” Chen Yongbin gave the answer.

Adhere to 17 years as a single product, and can do so well, there are not many clothing companies in China. In the early 1990s, Chen Yongbin found that the national apparel industry at that time was in a period of rapid development. Throughout all major categories of products, only the women's trousers industry was high due to various factors such as pattern type, crafts, fabrics, and market reactions. The request has always been an undeveloped virgin land. It is in this environment that Chen Yongbin discovered the development potential of the women's trousers market. After full analysis and demonstration of the Henan market environment and overall resources, he resolutely decided to support the abundant labor resources and convenient purchase channels in the Central Plains region. , Women's pants as a breakthrough market.

During the more than 10 years from 1993 to 2004, Chen Yongbin only firmly wore women's pants, experienced a transition from a production-oriented company to a brand-name company, localized terminal stores to the nationwide expansion, and corporate talent, equipment, and management. Full upgrade. Different from other brands' multi-brand and serialization development, Chen Yongbin insists on the idea of ​​“relying on the single product to fight the world” and the ideal of “being the first Chinese pants brand and revitalizing the clothing industry of the Central Plains” is gradually clear in the minds of the leading entrepreneurs. Now.

CHIC achieves China dream

How to make a national brand from a local brand may be the blessing of happiness that every company faces. Dream Shuya is no exception. After 2005, with many years of growth, Lingxiu apparel gave Meng Shuya enough motivation, confidence and capital. Strong landing CHIC China International Clothing & Accessories Expo, which caused a great sensation in the industry and had a great impact on the business people's business philosophy. During the exhibition, Mengshuya's exquisite exhibition hall was crowded with people, and there was no top-loading display. The support of the international supermodel team made Mengshu Yayan pressed the crowd... This series of actions created Chinese women's trousers on the Chinese clothing fashion stage. A new milestone on the beautiful.

“CHIC has realized the dream of Mengshuya from a regional brand to a Chinese brand name. This is a stage where hundreds of flowers bloom and a hundred schools of thought contend. The brands that can be tested and shine here will go further and further away in the brand's future.” Yongbin Chen It is believed that CHIC's role in promoting the brand's brand is crucial.