If time is a turning point, the "Eleventh Five-Year Plan" truly marks a significant chapter in the history of Beijing Gelao Cheongsam Co., Ltd. During this period, the company underwent a professional transformation that gave it a strong voice in the field of "New China" and helped establish its position in the fashion industry. Over these five years, its influence gradually grew, laying a solid foundation for future development. This period not only marked a breakthrough but also set the stage for even greater achievements in the next five years.
Before 2006, Gege was like the first half of the violin concerto "Butterfly Lovers," beloved worldwide for its gentle and delicate portrayal of a romantic story, yet never reaching the emotional climax. At that time, people's perception of the brand remained stable, rooted in traditional Chinese values, with its scale hovering around ten million yuan. However, after 2006, Gege began to experience rapid growth in brand image, product innovation, and overall strategy. In the five years from 2006 to 2010, the company successfully crossed a major threshold that many small and medium-sized enterprises found difficult—moving from a scale of one hundred million to over a billion yuan.
“If I had to choose the most vivid year in the past five years, it would be 2008,†said Chairman Wang Jinqiao with a smile. That year, Gege introduced the concept of “New Chinese Style,†emphasizing the fusion of tradition and modern fashion, and the idea of making traditional Chinese clothing fashionable. By the end of 2007, the company reorganized its product line, making it more refined and segmented. The “New Chinese†collection was ready, and in spring and summer 2008, Gege launched a series of designs inspired by blue-and-white porcelain, red, and black ink. These collections were celebrated for their elegance, cultural depth, and modern appeal, causing a big stir in both the industry and the public. Major portals like Sohu and Tencent broadcast live videos of Wang Jinqiao, earning her the title of “the pioneer of New Chinese Style.â€
As the saying goes, “Opportunity favors the prepared mind.†This was proven again in 2008 when the Beijing Olympics sparked a global interest in Chinese culture. With the support of this trend, companies specializing in traditional Chinese attire emerged as unexpected stars. While the market was booming, Gege also caught the attention of the Beijing municipal government.
In April 2008, Wang Jinqiao received an unexpected call from Beijing officials who invited her to host an exhibition of traditional Chinese costumes to celebrate the Olympic Games. This opportunity brought Gege into the mainstream fashion scene of the Olympics. Later, the Beijing Olympic Committee even commissioned Georgia to create uniforms for the Olympic Village, including ceremonial outfits for foreign delegations during the Games.
“We’ve been focusing on adding value to our products, such as personalization and meeting customer needs rather than just following them. Our goal is to make our fashion more substantial,†said Wang Jinqiao. These efforts helped Georgia solidify its status as a leading brand in the fashion industry.
The global financial crisis that started in 2008 hit many small and medium-sized garment companies hard. However, Wang Jinqiao recalls this period with ease. Surprisingly, while many similar brands struggled, Georgia experienced a surge in sales in the first half of 2009, with an increase of up to 50%.
In 2009, to commemorate the 60th anniversary of National Day, Gege once again took on a challenging task: producing ceremonial costumes for the military parade. The project was named “The Most Beautiful Parade of the 60th Anniversary,†and the brand’s influence extended to high-level politicians and top celebrities like Li Bingbing.
After gaining recognition, Wang Jinqiao began to focus on a new challenge: corporate social responsibility. She realized that while generating profits, companies should also support national environmental initiatives and contribute to a sustainable society. Using natural and eco-friendly fabrics became a key part of their strategy. A significant portion of their products now features materials like cotton and hemp. Additionally, their designs emphasize minimal fabric use, reflecting a wild and sustainable approach.
Looking back on the past five years, Wang Jinqiao reflected with emotion, “Innovation is the golden key to brand development, whether in management or product design. Only through continuous innovation can we find a way forward.†To maintain this innovative spirit, she emphasized the importance of building a stable and skilled team, which serves as the driving force and source of vitality for the company.
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