2023-06-30 08:26:00
June 26, 2023Biyin Lefen GroupThe 20th anniversary celebration party of “Create Your Legend” was held at the Guangzhou Haixinsha Asian Games Stadium. Mr. Xie Bingzheng, Chairman of Biyinlefen Group, Mr. Zhang Xiaoning, Chairman of the China Golf Association, Mr. Huang Biao, Secretary of the Panyu District Committee, and Ye Shanshan, the Mayor of Panyu District Mr. Wu Zun, the brand spokesperson, Mr. Wu Xiaobo, a financial writer, Ms. Jane Zhang, a singer, and Mr. Laurent, executive vice president of Cerruti Paris, attended the feast in person.
The scene of the 20th anniversary celebration party of Biyinlefen Group
The event site presented the shining history of the group with four wonderful chapters of “pioneering, transcendent, extraordinary and legendary”. Light and shadow effects combined with national style performances demonstrated the ingenious fusion of classical and modern, and conveyed the unique charm of Chinese romance, implying that Chinese brands are amazing in the world of vigorous vitality. The celebration reviewed the brilliant achievements of Biyinlefen in the past 20 years, and witnessed the group’s strategy release for the next ten years, aiming at a ten-fold increase in revenue and a revenue scale of 50 billion, with a multi-brand strategy and a deep international layout, looking forward to a bright future.
Biyinlefen brand spokesperson Wu Zun came to the scene to share the feast
Singer Jane Zhang sang to witness the 20-year brilliant achievements of Biyinlefen Group
Multi-brand strategic layout, impacting revenue of 50 billion in ten years
At the ceremony, Xie Bingzheng, chairman of Biyinlefen Group, officially released the group’s strategic plan for the next ten years, saying that “the group’s revenue will increase by 10 times in the next ten years, the total revenue will exceed 30 billion, and it will target 50 billion.” By 2033, the revenue of Biyinlefen Group will exceed RMB 30 billion, of which, CERRUTI 1881 will exceed RMB 5 billion, KENT&CURWEN will exceed RMB 3 billion, Biyinlefen Golf will exceed RMB 5 billion, and Biyinlefen’s main label will exceed RMB 15 billion. to 2 billion.
On the basis of adhering to the core strategy of multi-brand matrix, the group will promote the international high-end process and officially compete with international luxury groups. The new strategic upgrade has improved the future development layout of each brand under the Group. As for the issues that consumers and the industry care about, how will the newly acquired luxury brands plan? Mr. Xie Bingzheng publicly talked about his thoughts on the acquisition for the first time.
Xie Bingzheng, chairman of Biyinlefen Group, released the group’s strategic plan for the next ten years
The brand positioning of CERRUTI 1881 focuses on luxury, and its price is comparable to that of BURBERRY and Zegna. It adopts a large store model. Its products include suits, luxury customization, luxury leisure, luxury men’s and women’s sports, shoes and other categories. KENT&CURWEN continues the British gentleman’s style and cricket DNA, and uses the brand’s super symbols – the three lions and the British rose used by King Richard I to create a light luxury designer brand, targeting the young market, and the brand benchmarks Ami and so on.
At present, Biyinlefen plans to set up the creative center and R&D center of the two international brands in CERRUTI 1881, Paris, France, and accelerate the establishment of an operation center in China, and start preparations for the product development and brand operation of these two brands. In the autumn and winter of 2024, CERRUTI 1881 and KENT&CURWEN will make a new debut and make a stunning return.
In 2023, Biyinlefen Group will acquire two international luxury brands, CERRUTI 1881 and KENT&CURWEN
Pioneering, Surpassing, Extraordinary and Legendary: The Road to Achieve “Moutai in Clothes”
The celebration performance interpreted the different growth stages of the Biyinlefen Group through the four chapters of “pioneering, transcending, extraordinary, and legendary”, and narrated the magnificent history of the group in the past 20 years.
In 2003, Biyinlefen Group dared to be the first in the world to be formally established in Guangzhou, China, and firmly cultivated the golf apparel segment. In 2013, Biyinlefen partnered with the Chinese National Golf Team, and accompanied the national team for 10 consecutive years, making appearances in the Rio and Tokyo Olympics, occupying the commanding heights of the industry, and always following the development concept of converging the strength of the world to make a piece of clothing , build an international design and development team, and stick to the ultimate quality with ingenuity.
In 2016, the group went public on the Shenzhen Stock Exchange (stock code: 002832), becoming the first golf apparel stock in China.
Biyinlefen Group held the 20th anniversary celebration party of “Create Your Legend” at Guangzhou Haixinsha Asian Games Stadium
At the same time, Biyinlefen also shoulders the responsibility of delivering traditional cultural values as a high-end brand. On the occasion of the 600th anniversary of the completion of the Forbidden City in 2020, Biyin Lefen and the Palace Museum have entered into a strategic cooperation agreement to launch a joint series of palace culture in the Forbidden City, taking the works of everyone, and spreading the words of China with the skills of skillful craftsmen. And in 2022, Biyin Lefen will cooperate with Zhang Xue, the inheritor of Su embroidery, to use Suzhou embroidery skills to create fine works of the Forbidden City and carry forward the essence of traditional culture.
From 2011 to 2022, Biyinlefen Group has increased its revenue and net profit for 12 consecutive years. Under the epidemic, its performance “increased instead of falling”, achieving growth through the cycle, demonstrating the strong resilience of business operations and performance, and striving to forge ahead The development trend of Moutai is called “Moutai in clothing” by the capital market. Until 2023, the legend of Biyin Lefen is still being written.
Ingenious brands seize users’ mindsCreate a high-end sports lifestyle
From opening up a high-end sportswear track to achieving “China’s first golf apparel stock”, Biyinlefen has explored a unique development model with a very forward-looking strategic plan.
Biyinlefen strives to build an international luxury goods group and develop a grand blueprint for global layout. Including investment and acquisition of international luxury brands, accelerating the transformation and upgrading of the group, promoting the internationalization and high-end process of the brand, integrating the resource advantages of international design teams, international fabrics and international production, and quickly opening up the international market.
At the same time, Biyinlefen adheres to the category-leading brand strategy, creates super single products, and seizes the minds of users. According to the sales survey statistics released by the China General Chamber of Commerce and the National Commercial Information Center of China, the Biyinlefen T-shirt category has won the first place in the market share of similar products for five consecutive years (2018-2022), setting off a T-shirt fashion with ingenuity fad.
For a long time, Biyinlefen has continued the profound golf DNA, and has permeated the golf spirit of pursuing the ultimate and daring to challenge throughout the development of the group. In the past five years, the compound annual growth rate of the group’s revenue was 22.3%, and the compound annual growth rate of net profit reached 32.2%, continuing to lead the industry. With 20 years of ingenuity and perseverance, Biyin Lefen has been able to walk to the top of China’s high-end sportswear field. From followers to leaders, he has accompanied the elites to explore the world, discover the unknown, and create a better and more extreme life experience for them.
Biyinlefen Group continues to lead the industry with 20 years of ingenuity
In the twenty-year journey, Biyinlefen celebrates the glorious achievements in the past, rejuvenates and achieves new breakthroughs, and is committed to providing consumers with high-tech, high-quality and high-grade dressing experience. Keeping pace, Biyinlefen will continue to further promote the future development strategy, march towards a world-class luxury group, demonstrate the self-confidence and self-improvement of Chinese brands, and create more extraordinary legends.
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