New Mode, New Fashion And New Technology Make Old Brand New Vitality.

With the advent of winter, people are choosing to be light, warm and fashionable.

And warm clothing such as feather vest, down trousers and down quilt.

When choosing the brand of down products, many consumers recognize the brand of Beijing time-honored brand down garments.

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Nowadays, in this era of rapid change and rapid change, China's apparel industry is also developing rapidly.

China's down garment industry is facing a new round of industry upgrading. The consumption demand of Pan fashion industry is rising day by day. The technology revolution of IOT and the new business concept are all important forces to promote the upgrading of the industry.

It is a very important topic that how the old brand with more than 40 years of history can develop new vitality and be at the forefront of fashion in the new era.

In recent years, Beijing fashion holding Jingyi group's "iriran" has continuously explored and innovating, expanding the market through new positioning, new models and new technologies, expanding the customized business of down garments, and making the consumers who love the "iriran" brand for many years feel the pulse of "iriran" in pursuit of fashion through the new fashion and new design.

The former life of "iriran"

Create the first trademark of the down jacket in China.

Cui Jiahui, general manager of Beijing industrial group iriran, briefed reporters about the history of "iriran".

The "iriran" brand originated in Beijing, and began to produce down garments in small quantities in 1976. In 1982, the trademark of "iriran" was officially registered, marking the "iriran" officially moving towards enterprise management.

At that time, "iriran" down jacket is the largest and earliest production of feather and down products in North China, and its output ranks among the top of the down industry in the country.

Brand has become a brand name product popular with consumers, and has created the first special trademark of our down garments.

Cui Jiahui, general manager of Beijing industrial group iriran (left 1)

Introduce the brand of "iriran" brand.

From mid 80s to 90s of last century, the sale of iridin down garments and its products in Beijing, Tianjin, Hebei, northeast, Xinjiang and other regions was exceptionally hot and the market share was very high. They were exported to more than 10 countries and regions such as the United States, Japan and Australia.

"During this period, the iriran down jacket also applied for the first patented product of the domestic garment industry - the four layer of gall down feather clothing."

Cui Jiahui said.

Cui Jiahui proudly told reporters: "iriran" down jacket has also been accompanied by the National Antarctic expedition team and the China, Japan and Nepal international mountaineering team to the Antarctic, across the Mount Everest boarded the roof of the world.

In the winter of 1985, Beijing and Xidan shopping malls, East Fourth People's market, front door women's clothing stores and other small and medium sized stores selling "iriran" down garments were filled with customers.

In the streets and alleys of Beijing, people wearing red, purple, brown, light blue and rusty red iridin down clothes can be seen everywhere. They are just like many delicate flowers. They add beautiful splendor to Beijing's winter.

In 1986, the "iriran" down jacket was also covered on the cover of "modern clothing" magazine, which reported the origin of the brand of "iriran".

Meng Xianqi, director of the factory, said: it is said that in some mountainous areas of Sichuan Province, there is an inconspicuous mountain flower called iriran, which blossoms in summer and has fragrance in bloom.

The "iriran", an unknown mountain flower, has been widely known. It has a fragrance and attracts thousands of people in the winter of Beijing.

However, in the mid and late 90s of last century, the reform of the economic system entered a new stage. Under the planned economic system, enterprises were constantly hit by the tide of market economy, and enterprises rapidly entered the trough. Even the "iriran" brand with quality priority has gradually faded out of people's sight.

In 2005, the famous old brand decided to start again in order to warm the hearts of the once popular clothing down in winter. Beijing Jinggong Garment Group Co., Ltd. re established Beijing Jingyi iriran clothing and apparel Co., Ltd., and formulated the brand plan to revitalize the iriran brand.

In order to ensure the quality of "iriran" products, the company implements standardized management. The products are tested from 100% aspects: plate making, cutting, making to semi-finished products inspection, and finished product warehousing.

At the same time, strict down purchase management and quality inspection for down, fabric and accessories are carried out, and feather down with high quality and good quality is selected to ensure product quality.

After testing by the national quality inspection organization, the physical and chemical properties of the products of "iriran" are obviously higher than the quality level of similar products in the industry.

"Iriran" down jacket has won the "Beijing quality products" in the "Beijing women's clothing, children's clothing and down garments series of products promotion activities" sponsored by the Beijing garment and textile industry association. It has been awarded the honorary title of "the ten top selling clothing brands in Beijing" since 2008.

New models and new technologies to expand markets

New fashion and new design make the old brand fashionable too.

"We have been exploring how to adapt to the consumer demand of today's consumers and subvert the public's traditional cognition of the" iriran "old brand.

As a traditional brand, if we want to break through the bottleneck of operation, we will face a severe test of innovation and upgrading.

Cui Jiahui did not shy away from this issue.

"Iriran" is committed to innovative marketing mode, currently located in the elderly, down clothing products in iriran, also provides customized services, allows children to tailor exclusively to the warmth of their parents, avoiding the children in the purchase of down jacket for mom and dad when the size of the general does not fit, style is not good, out of the purchase of inconvenient and other issues.

Cui Jiahui said that at present, Beijing Industrial Group has opened a number of Beijing Industrial 1961 community stores in Beijing's residential communities. The store offers "iriran" down garments, tailored clothes and clothes changing services, so that consumers can customize their down garments at the door.

"Iriran" custom-made services for middle-aged and elderly down clothing can be tailored to the individual's age, body type and skin color. According to the fabric, style, craft and so on, fashion design and single piece production can be made, and door-to-door volume service is also provided, so that the elderly with inconvenient mobility can be tailored to stay indoors.

"Iriran" is using new ones.

New technology, with the help of science and technology, to create

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"Iriran" launched a number of basic formats this year. After carrying out the volume measurement, it used the high-tech intelligent ERP system to import different volume data of each person into the system. According to these data, the personalized layout can be formed by adjusting the data of 450 positioning points, and the whole journey can be completed in ten minutes.

Next year, "iriran" will increase the location of the smart ERP system to 600, which will make the down garment more personalized, and will further enhance the added value of fabrics and fillers, such as adding heat conductive fabric in the special positions such as the waist and abdomen, so that the thermal insulation of light down clothing is stronger.

The "iriran" down jacket has always pursued the "superb quality technology, innovative marketing mode" to keep pace with market changes, meet the needs of consumer groups, and strive to create the "best quality, fashionable and innovative service" feature clothing brand.

At the same time, it builds the marketing network suitable for development with the advantage of mature brand, realizes online booking, door-to-door service, and sends warm warmth to consumers.

With the improvement of living standards and the growth of cultural needs, people are pursuing fashion and personalization in all aspects of clothing, food and housing.

The new launch of the "iriran" flashes on the stage of the 2018 Fashion Week show in Beijing. It shows people that the old brand can also be very fashionable. Its high saturation tone, metallic feel fabric and the exaggerated shape like sleeping bags are characterized by a steady color, elegant and concise style, and overlapping designs inside and outside, creating a visual atmosphere full of futuristic and technological sense and attracting people's attention.

"Iriran" is to break the view that people do not think the old brand is fashionable, so that the old brands once known in Beijing are also fashionable.

Cui Jiahui said that "iriran" introduced fashion directly from the show T to life. Some of the new products have been sold on the same section and accepted for customization, which has injected new vitality into old brands.