Mi Huang: To enhance stability and promote integration Since last year, Mihuang has been preparing for CHIC2010. In 2003, when Mi Huang first participated in CHIC, corporate development and brand building were just beginning. At that time, Mi Huang's participation was very simple. After a lapse of seven years, Mi Huang will once again appear in CHIC. In the purpose of participating in the exhibition, investment has become a small part, and the main thing is to upgrade the brand. In the words of Wu Jinhai, chairman of Zhejiang Mihuang Group Co., Ltd., it is “raising brand, consolidating positions and integrating channels†- this is also the key point of Mihuang's brand building and business development in 2010. At the time of participating in the 2003 exhibition, Mi Huang's booth area was only 68 square meters. This year, Mi Huang expanded the booth area to 270 square meters. Wu Jinhai said that with the CHIC platform, the Mi Huang brand should move toward a higher level. Since 2008, Mi Huang has boldly broken down the limitations of the industry and launched a “multi-colored strategy†covering products, channels, marketing, etc. With multiple seasons, multiple categories, and multiple channels as the core, he has changed the structure of a single product and fashioned fashion colors. In order to break the market capacity bottleneck, design rises against the homogeneity of products. Since the implementation of the multi-color strategy has achieved remarkable results in two years, Mihuang has achieved steady sales growth of 20% to 30% for six consecutive years, and sales outlets have quickly penetrated into second and third-tier cities. Even in the financial crisis in 2009, it continued to maintain steady growth. This year, Mihuang set the growth rate of sales outlets at 10%. Wu Jinhai said that if the growth rate is too fast, management will not keep up, but it will have an adverse effect on brand building. In his view, Mi Huang in the construction of marketing channels, first, we must step by step to expand, the first is to further enhance the single store sales performance and effectiveness. Wu Jinhai saw the participating CHIC as one of the important means to achieve further improvement of the Mihuang brand this year. In his opinion, CHIC is a big platform - the "first platform" for promoting the development of domestic apparel brands. He also hoped that CHIC could provide exhibitors with more conveniences and services at various stages before and during the exhibition, so as to “raise the level†of the exhibition. This year, Mihuang's booth is located in the Women's Pavilion. Wu Jinhai said that on the one hand, the entire cashmere industry will not undergo major changes in at least three to five years; on the other hand, the fashion and fashion of cashmere garments will be one of the development trends. According to the plan, Mi Huang will become the first fashion brand in the cashmere industry in the next three to five years. In the future, Mi Huang will develop into a multi-category cashmere clothing brand. "Of course, Mi Huang wants to develop steadily and take a step by step step." Wu Jinhai said that now, the most important job for Mi Huang is to do a good job at the moment. After all, doing fine is the most important thing. 
This year, Mihuang set the growth rate of sales outlets at 10%. Wu Jinhai said that if the growth rate is too fast, management will not keep up, but it will have an adverse effect on brand building. In his view, Mi Huang in the construction of marketing channels, first, we must step by step to expand, the first is to further enhance the single store sales performance and effectiveness.