Walking on the streets, more and more people will recognize domestic products and domestic brands. Especially for some people who set foot in the workplace, it seems that it is really the last word to wear well. Therefore, domestic products that are both cost-effective and high-quality are constantly emerging. At the same time, with the growth of post-90s/95s, the convenience of information makes them more sensitive and critical about consumer choices, and they are also willing to support high-quality domestic products. The term "patriotic new youth" is the most appropriate term to describe them. This will effectively promote the development of domestic consumer brands, stimulate domestic brands to expand into new markets, develop new brands, and expand young markets.
As an old national brand in China's business casual menswear market, Rimula Men's has focused on jackets for more than 40 years. We have also noticed the rise of young people. They cannot be ignored as the main consumer of the new generation after 90/95. Therefore, after fully investigating the clothing market, Rimula took urban youth as the core group, analyzed their style preferences, and put forward a new concept of "simple office workers", and "Simplified" came into being.
What is "Suijian"? Feel free to style and keep life simple; make the workplace more natural, comfortable, concise, and easy to use; life needs in multiple scenarios can be met seven days a week. This is our definition of the "simplified" use environment. Also, what kind of person is suitable for "Suijian"? People who are patriotic, stable at work, pursuing small fortunes in life, and pursuing personal quality of life are the objects of expression of "Simplicity". "Suijian" listened to their demands and respected their wishes, and finally put forward a new concept of "simple office workers".
As a young clothing brand under Jinba, Suijian has a complete supply chain system and channel resources, a strong self-research team and a complete sales system, and with the help of a diversified brand matrix advantage, it has established a complete and diverse product system to meet The diverse lifestyle needs of urban youth.
At the same time, Suijian also keeps pace with the times and is brave to innovate, launching cross-border cooperation with many different types of brand IP. On the occasion of the Spring Festival, we launched a cross-border co-branding with the domestic science fiction film "Assassination of Novelists" to give back to new and old fans; in March, together with Rimula Menswear, appeared in China International Fashion Week on the first Rimula brand day; April, as a new domestic production The youthful men's clothing brand and the nostalgic and classic domestic brands have launched cross-border cooperation, with "orange" as the main color, focusing on simple and pure color style, launching 6 co-branded clothing, opening the orange year party for young people! On the occasion of summer, bring a tropical color-themed suit and enter the Shanghai Red Product Festival. A series of cross-industry joint cooperation has made more people aware of the Suijian brand and that he is a younger brand under Jinba.
Rimula is actively fulfilling its brand responsibility as a national enterprise while opening up the young market. During the 2020 epidemic, Jinba has also been rushing to the front line of the aviation epidemic, donating materials for 28 times, donating 4.1 million yuan, worth 6.5 million clothes, and millions of masks. During the flood in Henan in 2021, three donations were organized in just five days, and 50 million materials were donated to five different disaster-stricken areas in Henan. Public welfare is not only a statement, but also a practical action. Rimula is just like this, using his brand influence and accumulated social resources to actively assume social responsibilities and deliver positive brand energy to the society.
As a company's due social responsibility, while achieving its own development, it should feed back the society and build a solid cooperative relationship with its partners. We believe that in the future, Jinba will continue to participate in more different forms of public welfare projects, continue to make a responsible national brand, continue to accumulate the brand’s social assets, and promote the development process of practicing diversified fashion public welfare. At the same time, It is hoped that the young brand "Suijian" under Rinba can inject a steady stream of core motivation into young people, keep advancing with the times, start a new era with a younger attitude, and build a harmonious social relationship with a mutual help and win-win attitude.
I hope that Jinba will be responsible for the future, and "domineering" will be the world!
I hope to follow Jane and always insist on "according to" heart and "Jane" about life!
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