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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 focus more on the domestic market. Shandong's leading companies seized the opportunities brought by the National Games, especially in the field of sports marketing. Linyi’s people's suits gained significant attention across Shandong and accelerated their 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" but did not attend. This autumn, as the 11th National Games were in full swing, 61-year-old Zhou Zhongtian was working hard to capitalize on the opportunities.
With a strategy of "fast fish eat slow fish, bright fish eat stupid fish, fish eat dark fish," the company expanded its national layout, opening flagship stores across the country. After successfully acquiring "Wenzhou Business Men" last year for 10 million yuan, and joining the All-Win "helicopter" platform, Zhou Zhongtian recognized the business potential brought by the National Games. He believes that the National Games is not only a stage to test China's sports development but also a rich source of brand value and growth opportunities.
Zhou Zhongtian envisions that the people suit will become the top brand in social etiquette in China within 3-5 years and eventually become the world’s leading suit brand in 5-10 years. On October 18, another new franchise opened in Hancheng City, Shanxi Province, marking a new step after the company became an official partner of the National Games. "Detonating Shandong and expanding nationwide" has been the company's key 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 was another major move under the company's "Five High" strategy. Pei Qi, Zhou Zhongtian’s wife and vice chairman of China National Garment Co., Ltd., told reporters that this new store reflects the company's renewed image in the garment market.
At the end of September, five "Five High" stores were opened in Tai'an and Yanzhou. This year, the company plans to invest 30 million yuan to build the third production workshop, increasing the park’s annual production capacity to 2 million sets. The "Five Highs and One Opening Perfection" strategy is one of the company’s new ideas. The "Five Highs" include high positioning, high grade, high pricing, high quality, and high service, while "One Opening" refers to expanding the number of stores to 150 this year and aiming for 1,000 in five years. "Perfect" means offering perfect after-sales dry cleaning services.
Zhou Zhongtian believes that the Chinese garment industry remains a sunrise sector. During the economic crisis, many southern and foreign trade garment companies closed down, but People's Suit expanded its production scale and recruited skilled workers smoothly. Some multi-brand closures and terminal shortages were effectively resolved.
The company has set ambitious goals: 500 million in three years, 1 billion in five years, and 5 billion in ten years. Zhou Zhongtian said that the National Games debut itself enhances the brand's visibility. He emphasized that cultural marketing is a key differentiator for brands like People's Suit. As consumers become more mature and rational, the era of mass advertising is ending. In the past, a single creative idea could dominate, but now it's more about effective communication and achieving mutual benefits.
The "middle" culture represents a positive spirit rooted in national heritage. In 2005, Chen Jie proposed the brand concept of "Ya-ru deep, people spirit" for Chinese suits, which resonated deeply with Zhou Zhongtian. Since then, he has been working to enrich the connotation of the Chinese brand beyond "Ya-Ya Shen-Shen."
Through various sports marketing efforts, Zhou Zhongtian continues to push forward. It was reported that People's Suit has become a sponsor of the seventh Garments Co., Ltd. Park, and has also formed friendly cooperation with Luneng Taishan Football Club and Luneng Taishan Development Co., Ltd.
Dreaming big is part of Zhou Zhongtian’s philosophy. His vision includes making "China's first suit brand" and establishing a "world suit processing base." Last year, he proposed the idea of "a century-old brand name, a century-old shop owner." From his own pocket, he bought the Chinese trademark, and over the past 12 years, he has focused solely on formal ceremonial suits and suits, avoiding other industries.
Agents, dry cleaners, and companies form a "trinity" that drives common development, which he considers the core competitive advantage. His dream is clear: in ten years, the National Suit will be the No.1 brand in China. He believes that when people say "national suits," they mean the best suits — the true "nationals."