In recent years, Zhenbei has maintained a steady sales growth, with an annual increase ranging between 20% and 30%. The Jembe Store, located in the Cuiwei Building in Beijing, achieved sales of 18 million yuan in 2008 and exceeded 20 million yuan in 2009. It consistently ranks at the top of cashmere brand sales and has even outperformed many well-known women’s fashion brands.
Jembe, known for its "soft gold" brand identity focused on quality and word-of-mouth marketing, will be participating in CHIC for the fourth consecutive year this year. Initially, Jembe was not an exhibitor but a regular attendee. During one visit, the manager noticed that CHIC not only had a vibrant atmosphere but also attracted numerous mall managers and industry professionals. This realization prompted Jembe to join as an exhibitor starting in 2007, recognizing it as a key platform to connect with distributors and business partners.
Hu Shuiqin, Deputy General Manager of Huzhou Jinbei Cashmere Products Co., Ltd., emphasized that the core of Zhenbei's brand is quality. Cashmere, often referred to as "soft gold," is the foundation of their products. Compared to other companies, Zhenbei places greater emphasis on product quality and customer satisfaction.
Sales growth in the Jembe market has remained stable, with an annual increase of 20% to 30%. The store in Beijing's Cuiwei Building has consistently delivered strong results, ranking first among cashmere brands each year. Its performance has even surpassed many established names in the women’s fashion sector.
"We rely on quality and repeat customers," Hu said, highlighting that customer loyalty and brand recognition are more powerful than traditional advertising. By participating in CHIC, Jembe aims to spread its brand values more widely.
Qiu Xuefang, Deputy General Manager of Huzhou Zhenbei Cashmere Products Co., Ltd., noted that the exhibition effect has improved every year. She explained that the main goal of Jembe’s participation is to enhance brand visibility and image. While the company already has a mature distribution network, investment and expansion are becoming increasingly important, especially for secondary and tertiary markets.
CHIC serves as a crucial starting point for these efforts. Qiu also revealed that Zhenbei will launch a new brand, Noahola, at CHIC 2010. Targeted at young, fashion-conscious consumers, Noahola features breakthroughs in cashmere spinning, accessory materials, design, and model development. The fabric is lighter, thinner, and more refined, offering a better feel and structure. The brand has already performed well during the trial phase, and CHIC will help further boost its visibility.
Qiu added that Zhenbei’s long-term strategy focuses on steady and sustainable growth. The company aims to build a global brand by investing in equipment, increasing production, and expanding its retail presence. This year, they plan to grow their store count by 20%, increase outlet density, and strengthen channel development to penetrate deeper into secondary and tertiary markets.
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