After 4 years of "white collar" women's dress is finally willing to marry Zhengzhou

White-collar workers will reveal secrets in August

There's a brand called "white collar" — its appearance has captivated women, while men feel a bit overwhelmed.

A single piece of clothing from this brand sold for as much as 450,000 yuan, which is equivalent to the price of an Audi A6.

After four years of pursuit, "white collar" finally decided to settle in Zhengzhou.

Zhengzhou has recently introduced this women's fashion brand — not LV, but it's known as "China’s LV" within the industry.

In 2005, the brand launched a fur coat priced at 450,000 yuan, breaking records and making waves in the market.

It’s been rumored that Zhengzhou tried for years to bring this brand into the city, but without success until now.

Who is this brand? Why does it have such a strong appeal?

Rumors

Zhengzhou spent four years to bring in “White Collar”

Recently, I learned that “White Collar” has officially entered Zhengzhou, and Liu Chunling, the Secretary-General of the Zhengzhou Clothing Association, expressed great interest. She said right away that she would like to learn more about “white collar” in the future.

Over the years, Liu has taken local clothing bosses from Zhengzhou to Beijing and Shanghai, always visiting White Collar stores to study their business model.

“A single piece of fur can cost tens of thousands of yuan, with prices comparable to luxury brands like LV and Gucci, and the sales are impressive,” said one clothing brand owner, who considers White Collar a dream to emulate.

The pursuit of White Collar by industry players has been ongoing for a long time. It's been widely rumored that Zhengzhou spent four years trying to attract the brand.

Since early July, recruitment efforts for White Collar in Zhengzhou have begun. Last week, Dong Zhenyu, CEO of Beijing White Collar Fashion Co., Ltd., flew to Zhengzhou to oversee the process.

When interviewed by the Commercial Daily, Dong Zhenyu mentioned that GDP was a key factor in their evaluation. He had been eyeing Zhengzhou for five years, but the timing wasn’t right. This year, in April and May, he returned to Zhengzhou and finally decided to open the 43rd store nationwide here.

“The negotiation took so long. When Denis Wang met me five years ago, she was still a young woman. Now, she has a three-year-old child,” Dong laughed, highlighting the deep connection between the brand and Zhengzhou.

What Does “White Collar” Look Like?

“Chinese Style LV” Arrives in Henan

Although White Collar enjoys a strong reputation in the industry, most consumers in the province may be more familiar with international luxury brands like LV, Gucci, Versace, Chanel, and Hermès, but might not know “White Collar.”

“White collar? Is it a movie or something? I’m a white collar worker. My monthly salary is around 4,000 to 5,000 yuan,” one consumer told the reporter when asked about the brand.

In Liu Chunling’s view, “White Collar” is a leading domestic women’s brand that has grown over the past decade. This is largely due to the 450,000-yuan fur coat they launched, which broke the record for women’s fashion sales in China.

According to Dong Zhenyu, the company released a fur in 2005. The front was made of sheepskin, the collar was a rare purple fox, and the lining was milk-white. Priced at 450,000 yuan, this fur required six months of work by a team of six or seven people to complete.

Industry rumors say that after this special piece was displayed in Beijing Lufthansa in 2005, White Collar’s Chairman Miao Hongbing closely followed its sales. On the eighth day of the first lunar month, after seeing a customer easily purchase it, Miao felt a sense of accomplishment.

Chinese local brands are also selling at high prices, and their quality is no worse than foreign luxury goods. This is probably the kind of aspiration many local brand operators have.

Highlights

Ferrari Sports Car Delivered to Customers

A representative from Dennis Department Store mentioned that White Collar offers excellent service. If a customer runs out of stock on a particular item, the store arranges for a special car to deliver the product directly to their home. Notably, the chairman of White Collar, Miao Hongbing, once used a Ferrari sports car as a delivery vehicle for customers. Some market insiders even claimed that Miao himself drove a Ferrari to deliver clothes, though he never confirmed this publicly.

Episode

Domestic “Women’s Boss” Faces Challenges Too

Dong Zhenyu revealed that on August 21st, White Collar will officially launch its store at the Dennis People’s Store in Zhengzhou. However, due to mall size restrictions, the brand is located on the third floor of a top-tier shopping mall, far from the first-floor luxury brands like Gucci, Ferragamo, Cartier, and Armani.

“Currently, Chinese consumers still associate LV and Gucci with luxury, but haven't fully transitioned to viewing luxury as everyday consumption. This is a common issue in China’s consumer mindset,” said Dong Zhenyu.

In his opinion, the company expects the Zhengzhou store to achieve annual sales of at least 10 million yuan. Even though it took five years to sign the contract, he believes in Zhengzhou’s potential as a market for luxury fashion.