The First Chinese Flagship Flagship Store Will Show Up In Shanghai.

The first Chinese flagship flagship store will appear in Shanghai in November this year.

Hong Zhaoshe, chairman of Qipai group, told reporters that after a long period of deliberation, the "Chinese collar" products of Qipai will be sold in another way.

During the Beijing Olympic Games, the flag raising hand made by seven cards was set up at the awards ceremony.

This is only one of the foreshadowing for the launch of the independent brand of "Chinese collar".

In fact, seven cards have been brewing for two years.

At the end of the year, more than 10 "Chinese collar" flagship stores developed the "Chinese collar" as an independent brand with high positioning. Hong Zhaoshe said that the company had this idea the year before last.

During the Olympic Games, he told reporters that in November this year, the first flagship store of Chinese standing collar will be unveiled in Shanghai.

"It is possible that more than 10 flagship stores of the same type will be opened nationwide this year."

In Hongzhao's plan, the "Chinese collar" brand is located in the domestic high-end fashion brand.

The positioning of "Chinese collar" will not be lower than that of China's men's wear brands, but it will not compete with foreign high-end brands at once.

It should be said that in China, the "Chinese collar" is located in high-end, and is in the middle and top grade brand in the world.

Hong Zhao also said that different from Qipai distributed thousands of stores in large and small cities throughout the country. "China standing collar" will only distribute dozens of flagship stores in the first tier cities nationwide.

The area of each flagship store is around 200~800 square meters.

The flagship store will be dominated by men's clothing, with a small number of women's wear and big children's clothing.

No matter what kind of clothing, the Chinese national element will be the biggest feature in the "China standing collar" flagship store.

As a high-end fashion, advanced ordering will also be an important marketing method.

On the design team, Wu Xuekai will still be the artistic director of the "Chinese standing collar", and Qipai is constantly strengthening the strength of the design team.

"We are committed to the development of Chinese elements, while also focusing on modern sense."

Hung Zhao emphasized.

The "Chinese collar" is going to take the top line, which will pull the development of the whole brand of Qipai.

Hu Baoming, senior consultant of Shanghai to Hui Marketing Consulting Co., Ltd. commented on the move of Qipai.

He believes that "Chinese collar" as a specific type of consumer group is limited, and taking the high-end route will increase profit space and enhance the overall brand.

Since the name "Qin Dynasty" was founded in 2003, the sale of Chinese series products has increased rapidly from 30% to 40% per year.

Hong Zhaoshe disclosed that sales of "Chinese collar" can now account for about 30% of all sales of the group.

Market survey shows that the main consumers of "Chinese collar" have a more high-end demand for this category.

Looking at the domestic, high-end consumer groups are slowly growing.

"In the process, we feel that the space of" Chinese collar "is still very large.

Hong said.

Now that we have to go on the top line, we must be professional.

Under such an idea, the top executives of Qipai decided to separate the "Chinese collar" from the seven brand brand and operate independently.

Hong Zhaoshe admitted in an interview with reporters that as early as 2006, the company had produced the idea of "Chinese collar" independent operation.

In order to put this idea of high-grade line into practice, the company is cautious.

Hong introduced, in 2007, Qipai group bought an office building in Pudong, Shanghai, and set up Shanghai Xin Nuo Co., Ltd. to prepare for the development of the "Chinese collar" brand.

Reporters learned that the company originally decided that before the 2008 Olympic Games, the "independent brand" system of the Chinese standing collar was set up in the whole country.

Later, for careful consideration, the time was postponed to the end of this year.

And the name of the "Chinese collar" independent brand was also changed.

In September last year, by the Shanghai Wen Hong Clothing Co., Ltd., the "Chinese costume" with the characteristics of national costume was similar to the "Chinese collar", which was officially authorized by the State Intellectual Property Office's "design patent" and held a press conference in Shanghai.

Professionals from the local intellectual property department have analyzed this: Traditional Chinese elements such as standing collar and so on, all belong to the cultural property of the whole nation, and are difficult to become objects of patent protection.

Unless it is some design details or specific styles, the patent can also be easily overturned.

With traditional collar dress as a category, the country is in the ascendant, and many enterprises have launched collar clothing.

Will the "Chinese collar" as a brand name also lead to doubt in the industry?

A senior executive of Qipai group told reporters that it was for similar reasons that the company decided to give up the name of "Chinese collar" and named the new Qin Dynasty.

However, since 2003, Qipai company has devoted many efforts to the "Chinese collar".

These four words have been used as the "endorsement" of the Qipai group and are firmly engraved on the minds of consumers.

"Renaming is like giving up a fruit tree that has been pouring fruit for years and planting it again."

The executive said.

On the eve of the Olympic Games, Hong Zhaoshe, chairman of Qipai company, told reporters that the new brand will still be named "Chinese standing collar".

"We register the brand name with LOGO plus" Chinese collar ".

The executives explained to reporters.

"The Olympic Games foreshadowed" the Beijing Olympic Games, strengthened our development "the Chinese standing collar" the confidence.

Hong Zhaoshe said.

In fact, several notable brand moves of Qipai group during the Olympic year are all foreshadowing for the launch of the "Chinese collar" at the end of the year.

On the evening of July 17th, the Beijing Olympic Organizing Committee held the "Beijing 2008 Olympic Games awards ceremony costumes and the main award elements conference" at the D-PARK Beijing club, and released the Beijing Olympic Games award ceremony dress.

The flag raising hand dress made by Qipai will appear in the 472 awards ceremony of the 302 Olympic Games and Paralympic Games.

Wu Xuekai, the chief designer of the seven card design responsible for the design of flag raising clothing, designed the flag raising clothing for Beijing Olympic Games Based on the "Chinese collar" men's clothing.

In recognition of the company's contribution to the ceremonial costumes of the Olympic Games, the OCOG also awarded seven cards "Beijing 2008 Olympic awards ceremony dress design organization Contribution Award".

Wu Xuekai, the chief designer of seven cards, was awarded the first prize in the design of ceremonial costumes for Olympic Games.

Speaking of how his design works stand out in the fierce competition, Wu Xuekai stressed that it is the "Chinese collar" that gives him excellent idea inspiration.

In addition, in from August 14th to 16th, when the decisive battle of the Olympic Games was at full blast, the professional skills competition of garment manufacturers (plate making) of both sides of the Strait was held in Fuzhou in 2008, sponsored by Qipai group.

At the same time, the Fujian apparel and apparel industry association was held at the same time as the two member congress.

Hong Zhaoshe, chairman of Qipai group, was elected chairman of the Second Council of the association.

Careful people will find that on different occasions, Hong Zhao set almost all wearing collar clothes.

"Future" Chinese collar "and Qipai will form a brand interaction relationship.

Common promotion, increase the overall market share, at the same time, regardless of the Chinese standing collar or seven cards, can enhance the brand's reputation and cultural connotation.

Hong Zhao finally told an interview with our reporter.