In recent years, Zhenbei has maintained a steady sales growth, with an annual increase ranging between 20% and 30%. The Jembe Store, located in Cuiwei Building in Beijing, achieved sales of 18 million yuan in 2008 and surpassed 20 million yuan in 2009. It consistently ranks first among cashmere brands in terms of sales, often outperforming many well-known women's fashion brands.
This year, the "soft gold" brand JEB continues to participate in CHIC for the fourth consecutive year, focusing on product quality and word-of-mouth marketing. Initially, Jembe was not an exhibitor but rather a loyal visitor. During one of its visits, the store manager noticed that CHIC not only had a vibrant atmosphere and high visibility but also attracted many mall managers. This realization led Jembe to join as an exhibitor starting in 2007.
Hu Shuiqin, deputy general manager of Huzhou Jinbei Cashmere Products Co., Ltd., emphasized that Zhenbei’s core strength lies in its commitment to quality. Cashmere, known as “soft gold,†is the foundation of their products, and maintaining high standards is crucial in building the brand. Compared to competitors, Jembe places greater emphasis on product quality and customer satisfaction.
Zhenbei’s sales have shown consistent growth over the years, with annual increases between 20% and 30%. The store in Cuiwei Building has been a top performer, achieving significant revenue milestones. According to Hu Shuiqin, the brand relies on quality and repeat customers, believing that customer loyalty and recognition are more powerful than traditional advertising.
Qiu Xuefang, deputy general manager of Huzhou Zhenbei Cashmere Products Co., Ltd., noted that each year, the impact of Zhenbei’s participation in CHIC has improved. The main goal is to enhance brand visibility and image. While Zhenbei already has a mature distribution network, the exhibition serves as a key platform for expanding into secondary and tertiary markets.
At CHIC 2010, Zhenbei will introduce its new brand, Noahola, targeting young consumers who value style and innovation. The brand features advancements in cashmere spinning, accessory materials, design techniques, and models, offering lighter, thinner fabrics with a more delicate feel. The brand has already performed well during its market trial phase.
Looking ahead, Qiu Xuefang stated that Zhenbei focuses on long-term development, aiming for stability and gradual growth. The company plans to invest in advanced equipment, expand production, and increase the number of stores by 20% annually. By improving channel construction and increasing outlet density, Zhenbei aims to penetrate deeper into secondary and tertiary markets, ultimately working toward becoming an international brand.
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