Strive Towards High-End Brands, And The World Of Product Upgrading Is Wide

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London, the 30th Summer Olympic Games. At 18:30 on July 28, Beijing time, the Chinese women's volleyball team first played against Serbia, a strong team in Europe. At this moment, Shaoxing Huatong Colour spinning Ji Guomiao, the chairman of the limited company, sat in front of the TV and watched the live broadcast with his research, development and design team of "Jimarance" hemp clothing. When the 3:1 score announced the victory of the first match of the Chinese women's volleyball team, Ji Guomiao couldn't help being excited. He immediately sent a congratulatory message to his old friend, the Shaoxing head coach of the Chinese women's volleyball team, Yu Juemin.

The official team uniform for the Chinese women's volleyball team to participate in the London Olympic Games is tailored by the "Jimaliang" hemp clothing of Huatong Sefang. Before the expedition, the women's volleyball girls who had played the Olympic warm-up match in Ningbo made a special trip to visit the "Gemalance" home clothes direct store in Keqiao Tianhong Department Store. Ji Guomiao presented them with home clothes such as hemp underwear, socks and towels.

Ji Guomiao is positioned as the "Gemalance" of a well-known high-end household apparel brand, and with the vigorous figure of Chinese women's volleyball girls at the Olympic Games, she is steadily moving towards the world.

Upgrade from cotton to hemp

Huatong Color Textile, located in Binhai Industrial Zone, used to focus on cotton purchase, processing, storage, sales and production of white yarn. In the 2008 international financial crisis, Huatong Color Textile, like other enterprises, was once struggling.

In the second half of the year, Huatong Colored Textile, which was forging ahead in adversity, cooperated with the Han Ma Research Center of the PLA General Manager, Xi'an University of Engineering and other units to develop a new generation of green health fiber - Han Ma and cotton blended yarn, which solved a number of process problems of Han Ma and cotton blended yarn. Subsequently, Huatong Color Textile invested a huge amount of billion yuan to launch a project with an annual output of 6000 tons of hemp and cotton blended yarn, which was listed as a national key industry revitalization and technological transformation project and received special financial subsidies.

There is a wide range of product upgrades. In just over two years, Huatong Color Textile has completed the process finalization of the fourth generation of blending of Han hemp and cotton. It has overcome the shortcomings of Han hemp, such as easy fuzzing and pilling, tingling, uneven color difference, and easy fading. It has mastered the key technology, obtained the national invention patent authorization, and is also used as a replacement product for military uniforms and socks for mass production. Professor Yao Mu, an academician of the Chinese Academy of Engineering and an authority in the field of textile materials research in China, who has visited Huatong Color Textile twice, said: "Walking in the forefront has broad market prospects."

After achieving the leap from cotton to hemp, Huatong Color Textile has a new goal of upgrading - well-known high-end Han Ma household apparel brands.

　 Quality, starting from raw materials

In the hot summer, sweaty and dry underwear is still comfortable to wear, and socks do not smell after a day's wear - this is the most direct experience for consumers of "Gemalance" household clothing.

Han hemp fabric is known as the "second skin of mankind" in the high-end markets of Europe and the United States. Its remarkable characteristics are that it is obviously superior to other hemp fabrics in terms of moisture absorption, sweat elimination, antibacterial deodorization, UV resistance, and no itching. It is recorded that the moisture removal property of hemp fiber is three times that of pure cotton, and its fabric can shield more than 95% of ultraviolet rays.

"Do high-end Han hemp clothing Raw materials are the first link of quality assurance. We strive to lead from raw materials. " Ji Guomiao said.

Therefore, while ensuring the original raw material supply channel, Huatong Color Textile Co., Ltd. has recently reached a cooperation intention with Keshan County, Heilongjiang Province, to establish its own raw material base of "Jimaliang", through multiple field investigations. At the same time, Huatong Color Textile has established a technical team from yarn and fabric research and development to clothing design. In terms of yarn research and development, the "Shaoxing Studio of Fu Chengyan's flax fiber research and development" led by Fu Chengyan, a domestic flax textile expert, was established; In terms of fabric and clothing design, the design director of "Odiphone", which is currently the third largest underwear sales in China, was employed as the leader of "Gemalance" household clothing design. Speaking of these, Ji Guomiao is as familiar and confident as ever. He said, "We have done solid basic work, and the foundation of high-end brands will be firmly laid". "We now have more than 20 R&D and design teams, and have a municipal enterprise technology center. In the future, we will upgrade to an enterprise research institute, become a technical highland of domestic hemp fiber, and provide strong guarantee for the R&D and design of 'Gemalance'.". {page_break}

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　 Marketing, taking the road of direct franchise

To build a high-end household apparel brand, Huatong Color Textile has designed a marketing path for its "Gemalance" that focuses on both direct marketing and franchise before the product is put on the market.

According to Ji Guomiao, "Gemalance" is an independent brand, but its story comes from Europe. In addition to the talent of being born into a "noble" family, it also has excellent quality from raw materials, fabrics to design. It is "perfect and natural" to be a high-end brand.

Since the "Gemalance" household apparel officially entered the market in March this year, both the information fed back by the company's direct stores and the research report provided by the brand promotion department show that the hemp clothing has strong market competitiveness. For this reason, following the opening of the first "Gemalance" home apparel direct store in Keqiao Tianhong Department Store, the second direct store will open in Shaoxing Guoshang Building in the first ten days of August, and the signing ceremony for the opening of the third direct store in Hangzhou Building, the provincial capital, will also be held in August. This year, Huatong Color Textile plans to open 10 "Gemalance" direct stores in high-end malls in major cities in the province.

In order to achieve the goal of large-scale investment attraction and opening 100 "Gemalance" franchise stores in major cities nationwide next year, Huatong Color Textile has registered relevant companies in Shanghai, set up offices in Beijing, and opened direct stores to promote its brand in the high-end market. It is worth mentioning that Huatong Sefang has also signed a naming and designated product agreement with the Chinese women's volleyball team to enhance the popularity of "Gemalance".

Ji Guomiao said, "At present, 'Jimarance' is the only designated brand of underwear in the domestic sports industry, and its internal quality is particularly suitable for the clothing needs of sports to absorb moisture and sweat. In the future, we will expand to become the designated brand of basketball and other sports, and promote it in a wider range."

Huatong Colored Textile "Gemalance" Home clothes , making great strides towards the high-end market and creating its own brand effect.

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