March 2004, Beijing CHIC (China International Clothing & Accessories Fair), the debut of the "Chau Yan" men's brand ambassador with the hands of Cheng Shaoqiu, the first casual men's clothing industry in China shouted "the leader of urban recreation," the slogan, a Time fame, but also for the first time the national garment industry experienced Changshu men's style. Time flies, time shuttle, the former slightly shame, immature "Chau Yan" men in the next 6 years made great strides in development, the brand matures. With the brand awareness, gradual improvement of reputation, product sales steadily increased, in April 2009, "Chau Yan" Men was the SAIC named "China Famous Brand", which "Chau Yan" Men began to rank among China The ranks of domestic first-line men's brand, Changshu casual wear in the many industrial clusters stand out. In October 2010, the "Chau Yan" men introduced three series of products, "business travel style" series of business and leisure, "leisure and warmth" series of life and leisure as well as "sunshine notes" series of fashion and leisure products at the new autumn and winter 2010 release conference. Brand new fashion charm, not only won a large number of customers orders, join the intention of customers after another, "Chau Yan" Men's new look once again aroused widespread concern both inside and outside the industry. With 80 or even 90 after the rapid growth of consumers, consumer spending habits and consumer demand, aesthetic taste have undergone great changes. For example, the rise of online shopping, han haofeng, Ha Ri Feng, etc., the apparel industry is a fashion industry, garment enterprises must advance with the times, walk in the forefront of fashion can not be eliminated by the market. Chinese men's clothing industry is showing a new trend of brand development, fashion, leisure and personal development. Menswear market has the tendency to shift to the high-end, high-end men's wear in the fabric, style, color represents the trend of the entire industry is the mainstream of market consumption. Therefore, men's business enterprises should enhance brand value, give consumers more reasons to buy, cultivate brand loyalty consumer groups. Chau Yan Clothing Co., Ltd in Jiangsu experienced twenty-six years of tempered tempered, always adhere to the concept of continuous development of the brand. From 2010 onwards, "Chau Yan" men full implementation of brand strategy transformation and upgrading, through the fashion product design, advanced marketing model and a new brand image, to enhance brand value, and gradually build the core competitiveness of enterprises in order to achieve brand sales Go to a new level. The "China Well-known Trademark" won by "Chau Yan" Men is the third apparel brand authorized by the State Administration for Industry and Commerce in the apparel industry in Changshu, which is of positive significance in promoting the transformation and upgrading of "Chau Yan" men. The "Chau Yan" men's brand transformation and upgrading strategy is comprehensive. In order to enhance the brand product design, Jiangsu Chau Yan Clothing Co., Ltd. in Shanghai set up two high-end men's brand positioning R & D and operations center, set up a high level of apparel development and design team, which has created a direct "Chau Yan" men's 2010 autumn and winter new The new look. "Chou Yan" men's autumn and winter 2010 new products still continue the "beautiful lines, stylish design, pleasant to wear" product design concept. Through constant adjustment and thinking, to absorb and refine the essence of the classic tradition, into the elements of fashion. "Chau Yan" wool windbreaker, casual jacket, business down, fashion cotton has always been a strong product brand, since the autumn in the northeast, north, northwest market a usher in the enthusiasm of consumers, has achieved good in many shopping malls The performance.