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Stunning Colors of lights， inspiring intensity

of music， bright staccato of the models heelsagainst the floor and sharp bursts of clappingfrom audience-that ardent aUra permeated every cornerof the hall and stroke the cord of everyone present，Plus those exquisitely-designed and finely-cut trouserson show highlighted the spectacle， and elicited criesof encouragement from spectators. All those elementscombined to conjure up a romantic atmosphere……Youmay consider it a fashion show， you got it， but it's more than that，it was more like a revel，a revel about dignity，freedom and confidence， which are also the messagesimparted from Shi Jiazhuang Royal King Apparel Group who is the protagonist of this event!ombmed to conjure up a romantic atmosphere....，You

consider it fashion show， you got it， but it's morethan that， it was more like a revel， a revel about dignity，freedom and confidence， which are also the messagesimp~ed from Shi Jiazhuang Royal King Apparel Groupwho is the protagonist of this event?

Royal King Apparel Group wasregistered in Hong Kong and mainlyfostered its market in mainland of China，Europe and America in its early stage. Itsorigin can be traced back to 1930s whenits main scope of business was tailored toHaute Couture， so its brand became theemblem of dignity since the threshold.With the expansion of business， since1998， it begun to found branches acrossmainland and Shi Jiazhuang RoyalKing Apparel Group who specializes introusers making is one of them. Almosta centurial ups and downs， Royal KingApparel Group is still thriving and boastsa more dynamic momentum， there mustbe a wealth of precious experiencesbehind it and a myriad of touching storieswaiting for our exploration! Holding Royal King Apparel Group'sadvertising broacher， the first thingthat comes to your eye is a prominentChinese character \"harmony\" placed as abackground of the cover， which intriguedmy curiosity， and I resorted it to the CEOof Shi Jiazhuang Royal King ApparelGroup Yan Qingbin. His face suddenlyglowed with radiant， apparently， he waseager to be asked about this question. Heexplained that harmony can do marvelsand is of paramount importance to acompany's progress， that is， if there isa close bond between colleagues， theyeasily cultivate a strong cohesive powerto seek common interests; if there is asmooth communication between leadersand workers， every directive can beexecuted efficiently and every voice ofworkers can be heard and accepted， sothe productivity definitely shot up. \"'Atpresent， some companies encountereddrain of workers due to their austereenvironment and frost atmosphere，however， this bottleneck hinder neverbothered us\"， he said proudly. \"Temporaryprofit at cost of sacrificing worker'sinterests is just a gloomy prognosis for itsfurther development. Only solidarity of allparts of a company can sow a long termprosperity\"， he added in an affirmative.After hearing this comment. 1 was surethat 1 already sensed the clue of ShiJiazhuang Royal King Group's successand our interview just commenced insuch a harmonious atmosphere:

Q: As far as yourself are concerned，what competitive edges are peculiar toyou?

A: It's no exaggerating to say that1 have an unique taste of design andtechnique as an expert and a sharp senseof strategy-making and marketing as anentrepreneur. Because 1 used to spend adecade on clothes making. I got involvedin every part of theproduction processand got familiarwith nuts and boltsabout this industry:from design to cutout， from the choiceof material to thepackage of finalproduct， from everysingle stitch to theoverall decoration.I really have anintimate knowledgeof garment making，especially trousersmaking.

Then I devotedanother ten years tooperating a garmentcompany， I alreadygrasped the recipe of how to shape upand run a business well: from pre-marketresearch to strategic adjustment in actualsituation， from service system to powerfulmarket network. Those are precious wealthto an entrepreneur.

Besides， my experience as a tailoroffers me a keen sense of trend and acustomer-centered thinking， which isanother trump card of me!

Q: It is said that someone suggestedyou to enlarge business scale and establisha garment company when you were a tailorwith a sound reputation of remarkableskills， but you didn't accept at that time.Ten years past， you finally set up the presentShi Jiazhuang Royal King Group in 1996，what led you to this decision and what didyou prepare during the lapse of that time?

A: I always believe that every thinghas its Tempo Qusito， you have to doright things at right time， rashly leapingforwards can do nothing but spoilingeffects. I always take thingsone step at a time and with eachstep closer to my objective.My refusal to the suggestion atfirst was just because 1 knewthere was still a long way forme to that destination. Duringthe ensuing decade 1 weatheredthrough a multitude of difficulttime and rallied all my effortsto accumulate funds andexperiences of business andintegrate all kinds of resourcesas well， finally， 1 was sure thateverything; was up for running acompany， so I do it without anyhesitation.

Q: 1 found out that one ofyour product positions is \"makea perfect combination of aristocraticelegance and civilian pragmatism in ourproduct\". It sounds like contradictory，how this idea was coined and how do youseek balance between these seeminglypole apart things?

A: That depends on how you dub\"product position\". With the rapideconomic development of China， people'sliving standards keep improving withequal focus on the pursuit of high-gradespirit life. Under such circumstance，our company philosophy inferred thatproduct position can be rendered at twodimensions: product style position andproduct price position， two of whichare contributors to the formation of ourconsumer group and sales performance.Shi Jiazhuang Royal King Apparel Groupalways lays particular emphasis onproduct position and brand construction，so after in-depth and detailed marketsurvey， we defined our product positionas \"royal quality at mass price，\" in otherwords， we delicate to producing highquality trousers with the price that themajority of Chinese consumers can afford.

Q: You used to claim that strengthwill be the decider in varied market， sowhat are your company's strengths?

A: First Royal King Apparel Grouphad a long tradition of making garmentonly available to upper social strata， soit has a good reading of what is fashion，elegance and high-quality and it alsohas an acute sense of trend and style.Furthermore， emancipation of mind isone of our secret weapons: we alreadymultiplied those old vantage points withmodern conception， namely， mixingpragmatism and nature into luxury， so ourproduction caters for different levels ofcustomer

Secondly， our marketing systemis franchised， they are scattered acrossthe country but centralized in terms ofmanagement. That means， in one hand，we can get instant information aboutdemand and market， in the other hand， it isrelatively easy to control and supervise.

Thirdly， advanced in production andscientific method in marketing， so it's nodoubt why we are ahead of counterparts.

Q: what major tasks are currently inthe pipeline?

A: In short， both central governmentand market demand call for a shift inthe mode of production: enhance brandconstruction and increase the proportion oftechnology in production process. Those arealso the top things on our current agenda.

Q: What are your plans for the furtherdevelopment and how will you profit fromthat?

A: First， we will intensify our brandconstruction and establish style of our own.So we have to do the following things:

a) Make maximum use of propagandapower and enlarge the advertisementcoverage and frequency;

b) Increase the appearances ofexhibition and recruitment to reinforcepublic impression of our production;

c) Improve and redecorate existingstore image;

d) To optimize our RD level tosatisfy customers' evolving needs;

e) Develop new style and serials toform our own feature;

Secondly， we will cast a wider net offranchise stores and branches， what's more，to make sure that each branch is a leadingforce in its respective marketplace. Storeswith bad performance must be weanedfrom the system.

Thirdly， we will tighten our qualitysupervision and offer all-round and one-stop.

shopping services. Investment in theseservice areas generates lucrative profits I believe that synergies created by thosementioned-above are expected to knockfortune's gate for us.

Q: Have you set up any business withforeign companies or private dealers now?

A: Not yet， we focus on domesticmarket now， but when we get matureenough we will turn to more spaciousplatform in due time. Just as I said， do rightthings at right time!

Hearing this， I am surprised to discoverthat we went back to the preliminary topicagain， is it a way to draw a perfect closeto our conversation， a harmonious way?Maybe!

From the beginning， Shi Jiazhuang RoyalKing Group has been developing in the fast lane，zooming to one of the China's fast-growingtrousers' businesses in just one decade.After their adjustment and improvementin new era， I'm sure they will be moreaggressive approaching to even moresuccesses ahead!