Henan's garment industry has experienced over a decade of rapid growth, playing a significant role in the national market. In recent years, the rise of the Zhengzhou pants industry has positioned it as a leader in the national pants market. However, despite this progress, there are still few well-known apparel brands from Henan that can truly stand out. Many local enterprises remain unsatisfied with their low profit margins and limited brand value.
To address these challenges, celebrity endorsements have become an effective strategy to boost brand recognition and build a stronger corporate image. In fact, Henan-based clothing companies have already started to explore this path. For example, Zhengzhou Ya Lida Garment Co., Ltd., a representative of the Zhengzhou pants industry, recently signed an agreement with renowned Chinese actress Xu Qing, appointing her as the brand ambassador for "Ya Lida." The company plans to invest 20 million yuan in 2010 for advertising on CCTV and other major media platforms to enhance its brand image and capture a larger market share.
At the signing ceremony held on January 10, Mr. Zhao Sunli, chairman of Zhengzhou Yali Da, stated that the company is investing heavily in celebrity endorsements and media advertising to break through developmental bottlenecks and elevate the status of Zhengzhou pants in the high-end national market.
Zhengzhou Ferguson Clothing Co., Ltd. was one of the first enterprises in the region to adopt a brand advocacy strategy. As early as 2006, they hired martial arts star Donnie Yen as a brand endorser, reaping the benefits of such partnerships. In July 2009, they renewed his three-year endorsement contract. Prior to that, they also collaborated with a popular TV host from Henan to promote their products.
Hou Junchao, chairman of Zhengzhou Watanabe Garments Co., Ltd., emphasized that celebrity endorsements have significantly boosted the brand’s reputation, influence, and customer loyalty, which in turn has driven enterprise development and contributed to the growth of Henan's garment industry.
"Since signing with Donnie Yen, our company has been more proactive in advertising and promoting the brand," Hou said. "This has encouraged us to improve product quality, strengthen corporate image, and focus on brand building."
Interestingly, even though Cedric Women is still not officially listed, it has already appointed an image spokesperson — none other than Donnie Yen’s wife, Wang Shipo, a former Miss China. The couple’s joint endorsement of two different products marks a perfect match, adding a unique touch to the brand's marketing strategy.
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