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In early 1997, the founder of the brand Ms. Shang and Jiang, who meet each other in their youth because of their love of the apparel industry. And came together from Henan to China's southern gate - Guangzhou, their hearts only with the attachment and love of clothing, the initial venture and no money, got started on a sewing machine and a pair of hard-working hand.
After several years of hard work hard, and finally in 2000 founded his own brand of women - Kimmei Xin Mei . Incorporation è·“ Guangzhou high-end women's wholesale distribution center - White Horse Building.
At the beginning of 2004, Kinmei Xinmei already opened its third wholesale store in the White Horse Building. The category also covers the age group of many women's wear. Ms. Shang always adhere to the original design concept, coupled with their own production of familiar advantages, the quality of products produced by the company, Xin beauty ladies are subject to the customer's praise. At that time, the annual output reached 250,000 with an annual repayment amount of 30 million. In 2004, Kinmei Xin Mei can be said that hegemony. The next few years, the annual return also increased by more than 20% each year.
In 2008, Kinmei Xinmei looked at many wholesale brands evacuated from the White House, the successful transformation of the retail brand, the annual return of 50 million Xinmei also made the withdrawal of the White House, decided to transition into a brand.
But good at doing research and development and production of the total has never imagined, this time did not make Kinmei Xinmei pushed to a new level, on the contrary because the brand style and product positioning is not clear enough, not good at brand management and channel construction Some of her poor will be more than a dozen years of ruined.
In 2010, Kinmei Xinmei's strength has been greatly degraded, from the year's annual repayment of more than 50 million, fell to only then less than 20 million. This situation is a heavy blow to the average entrepreneur. However, for all who have long been accustomed to success or failure, the past has been a lesson. We must now change the situation as soon as possible.
In 2011, after a year or so of adjustment, a total of 40-year-old Shang always made a turning point decision to stop the development of channels and old customers continue to maintain. I only do my specialty.
In 2011, Kinmei Xinmei's products were repositioned as mid-ladies, mainly for women aged 28-45, once again focusing on development and production. In the same year, Guangzhou Gedi Garments Co., Ltd. was registered to make preliminary preparations for the future multi-brand strategy.
The eldest daughter and second daughter and sisters who came into contact with the costumes have long understood their mission, but they are more aware of what is most important to a brand. Brands need new impetus to create new products more in line with fashion trends. Brand creativity, love of the brand, excellent work attitude and a selection of superior fabrics, these are the key factors for brand success. Therefore, the eldest daughter and the second daughter and sister did not enter the company directly after completing their studies, but instead entered another business to learn more management and design experience to enrich themselves. Let myself be able to more calm lead Xin Mei Kinmei to a more brilliant world.
In September 2011, the eldest daughter who just graduated from a famous university entered Beijing's famous enterprise work, while on the other hand, it simultaneously managed 6 Kinmei Xinmei stores opened in Beijing. In 2014, the eldest daughter and the second daughter who graduated from the prestigious design institute both returned to Guangzhou. In the same year, they joined Kinmei Xinmei family. The eldest daughter is mainly responsible for brand operation and channel construction, the second daughter is mainly responsible for research and development, but still mainly responsible for the production. After three years of preparation, Miss Jiang returned to Guangzhou in 2016 in the third year of formal return to Guangzhou Gedi Garments Co., Ltd. and has opened more than 20 direct sales stores in southern China. The number of other national franchising stores reached more than 30 and To "four with a" shop policy to establish a safe and stable sales channels. In July 2016, the office of operation center was re-set to 9 in Datang Lianhe Industrial Park, Baiyun District, Guangzhou City, covering an area of ​​more than 2,200 square meters and re-established the operation team and channel construction team.
In the beginning of 2017, after six years of restructuring, we still decided to resume the goal that our company did not finish 8 years ago. KIinmei Xin Mei will be for the national market investment, focusing on the development of the region South China region and southwest region. And the same period introduced another Gerber wig brand, Gerder to single product wholesale model, Mature ladies brand positioning.
For the past 20 years in the apparel industry, the total work hard, and now she just want to do better research and development and production, but also hope that her daughter will Kinmei Xin Mei brand to do even more brilliant!
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