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People suits the contrarian expansion to strive for world suits the first brand
During the financial crisis, domestic big-name enterprises began to shift their focus to the export market, while leading companies in Shandong seized new opportunities in domestic trade brought by the National Games. In sports marketing venues, Linyi’s people's suits gained popularity across Shandong and accelerated the company's nationwide expansion. On October 17, an economic forum was held in Jinan, and Zhou Zhongtian, chairman of National Suit Co., Ltd., was listed as a "guest," though he was not present. This autumn, as the 11th National Games were in full swing, 61-year-old Zhou Zhongtian remained busy, working hard to reap the benefits of this opportunity.
Jiading, a brand under the National Suit umbrella, launched flagship stores nationwide, following the business strategy of "fast fish eat slow fish, bright fish eat stupid fish, fish eat dark fish." This same rule proved effective in the industry. Last year, the company successfully acquired "Wenzhou Business Men" for 10 million yuan and joined the All-Win "helicopter" platform. Zhou Zhongtian recognized the business potential tied to the National Games, stating, "The National Games is the highest-level comprehensive sports event in China. It not only tests the development of sports but also offers rich brand content and development value. We believe that aligning with the 11th National Games will provide a broad platform for our brand to become the top social etiquette brand in China within 3-5 years and a world-leading suit brand within 5-10 years."
On October 18, another new franchise opened in Hancheng City, Shanxi Province, marking a new step after National Suit became an official partner of the National Games. “Detonating Shandong and expanding nationwide†has been the company’s strategy this year. On October 4, Jinan was filled with festive energy, and the People’s Suit flagship store on Commercial Street Garden opened its doors. “This is another large store implemented under the company’s 'Five High' strategy this year,†said Pei Qi, vice chairman of China National Garment Co., Ltd. and wife of Zhou Zhongtian. “People’s Suit is now presenting a fresh image in the garment market of Jinan.â€
At the end of September, five more “Five High†stores opened in Tai’an and Yanzhou. “This year, the company plans to invest 30 million yuan to build the third production workshop, increasing the entire industrial park’s annual production capacity to 2 million sets,†Zhou Zhongtian told reporters. “‘Five High and One Opening’ is our new concept this year.†The “Five High†refers to high positioning, high grade, high pricing, high quality, and high service, while “Opening†means opening 150 new stores this year, aiming to reach 1,000 stores in five years. “Perfect†stands for perfect after-sales dry cleaning services.
Zhou Zhongtian believes the garment industry is a sunrise industry that will never fade. He explained, “Thanks to the economic crisis, many southern and foreign trade garment companies closed down. Our production center expanded, allowing us to recruit skilled workers smoothly and solve issues like multi-brand closures and terminal store shortages.â€
“Our goal is to achieve 300 million in three years, 1 billion in five years, and 5 billion in ten years,†Zhou said. He emphasized that the company’s participation in the National Games has already helped enhance its brand recognition. “Entrepreneurs are increasingly focusing on cultural marketing,†he added. “Disseminating corporate culture is a key difference between National Suit and other clothing brands.â€
Zhou noted that as consumers become more mature and rational, the era of mass advertising and one-time creative campaigns is ending. Chinese companies have long adhered to the strategy of “cultural marketing.†“Communication is just the foundation, and achieving a win-win situation is the ultimate goal,†he said. “The ‘middle’ culture reflects a positive spirit rooted in national heritage.â€
In 2005, Chen Jie, author of “Dazhongfang,†proposed the brand concept of “Ya-ru deep, people spirit†for Chinese suits. Zhou immediately felt connected to the “national†cultural pulse. Following this direction, he has been working to create a deeper connotation for the Chinese brand beyond “Ya-Ya Shen-Shen.â€
Through various sports marketing efforts, Zhou has not let go of any opportunity. According to reports, People’s Suit has become a sponsor of the seventh Garments Co., Ltd. park. Additionally, the company has been a friendly partner and sponsor of Luneng Taishan Football Club and Luneng Taishan Development Co., Ltd.
Dreams drive Zhou Zhongtian. His vision includes making “China’s first suit brand†and establishing a “world suit processing base.†“Last year, I proposed the idea of a century-old brand and a century-old shop owner,†he shared. From his own pocket, he bought Chinese trademarks, and over 12 years, he has focused solely on formal ceremonial suits and production, avoiding other industries.
“Agents, dry cleaners, and companies—trinity, and common developmentâ€â€”this is the core competitive advantage of People’s Suit. Zhou understands his dream as: “In ten years, National Suit will be the No. 1 brand of Chinese suits. In China, 'nationals' are suits that are called 'nationals.'"