If time is a turning point, the "Eleventh Five-Year Plan" should definitely be a significant milestone in the history of Beijing Gege Cheongsam Co., Ltd. During this period, the company underwent a professional transformation that earned it a strong voice in the fashion industry. It laid a solid foundation for its position in the fashion world, not only completing its growth over five years but also setting the stage for future development. Before 2006, Gege was like the first half of the violin concerto "Butterfly Lovers," praised worldwide for its gentle and delicate portrayal of the love story. However, it never reached the emotional climax. At that time, people's perception of the brand remained steady, rooted in traditional Chinese values and operating at a scale of around ten million yuan. After 2006, Gege began to experience rapid development across various aspects, including brand image and product innovation. Over the five years from 2006 to 2010, the company successfully crossed a major threshold that many small and medium-sized clothing brands struggled with—from tens of millions to hundreds of millions in revenue. "If I had to pick 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 aiming to make Chinese-style clothing more fashionable. By the end of 2007, the brand reorganized its product line, making it more segmented and refined. In spring and summer 2008, Gege launched its "New Chinese" series, featuring blue-and-white porcelain, red, and black ink themes. The elegant design, cultural depth, and contemporary appeal caused a big stir in the industry. Major portals like Sohu and Tencent even broadcast live videos of Wang Jinqiao, earning her the title of "the pioneer of New Chinese Style." God favors those who are prepared. This saying was once again proven true by Gege in 2008. The Beijing Olympic Games sparked a global trend of Chinese style. With the help of this momentum, Chinese-style garment companies emerged as unexpected stars. While the market was booming, Gege caught the attention of the Beijing municipal government. In April 2008, Wang Jinqiao received a call from officials in Beijing, informing her that she had been exclusively contracted to host an exhibition of traditional Chinese costumes to welcome the Olympic Games. This event brought Gege into the mainstream fashion scene. Later, the Beijing Olympic Organizing Committee also ordered custom-made outfits for the Olympic Village, including ceremonial attire for foreign delegations. "Gege has always focused on adding value—trying to personalize products, meet customer demands, and even lead them. Our goal is to make our fashion more influential," said Wang Jinqiao. These efforts helped establish Gege’s status as a top-tier brand in the industry. The global financial crisis that started in 2008 was a painful chapter for many small and medium-sized clothing enterprises. However, Wang Jinqiao looked back on this period with ease. To the surprise of many similar brands, Georgia experienced a surge in sales in the first half of 2009, with a 50% increase. In 2009, during the 60th anniversary of National Day, Gege once again proved its strength by completing a challenging task assigned by the Beijing municipal government: producing ceremonial costumes for the parade. These were named "the most beautiful square costumes of the 60th anniversary." The brand's influence began to reach high-level politicians and celebrities like Li Bingbing. Wang Jinqiao then turned her attention to corporate social responsibility. She realized that while generating profit, companies should support national initiatives such as low-carbon development and environmental protection. Using natural and eco-friendly fabrics became a key part of their strategy. Cotton and hemp, which are sustainable materials, now make up a large portion of their products. Additionally, their designs emphasize minimal fabric use, promoting sustainability. Reflecting on the past five years, Wang Jinqiao said with emotion, "Innovation is the golden key to brand development, whether in management or product design. Only through innovation can we find a way forward." Maintaining this innovative spirit requires building a stable and skilled team, which serves as the driving force and source of vitality for the company.
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