Bienlefen: A National Clothing Brand Is Quietly Changing

Entering 2025, everything will be renewed. The quiet transformation of a domestic clothing brand has led to market focus - Biyin Lefen, which is evolving in an all-round way.

Recently, along with Bienlefen and British artist Hattie Stewart's new co branded products came on the scene, and the co branded theme quickly landed. The "middle-aged business style" of the previous brands was replaced by colorful, dynamic, fashionable and interesting new experience, which is refreshing.

Today's consumers, rationality and sensibility coexist. At the same time of disenchantment of luxury brands, they also pay generously for the pursuit of self pleasure. Bienlefen and Hattie Stewart's co branding is just a new exploration to respond to consumers' "contradictory" needs.

In fact, in order to catch up with the new generation of consumers, Biyin Lefin Group has focused on the renewal of products, space, marketing and other aspects in recent years, fully demonstrating the new atmosphere. In 2025, it will follow up the success and open up a broader world in the young market.

　　 Breaking the Cocoon and Expanding the Fashion Territory

It is easy to observe the market and find that the new generation of consumer groups tend to love such brands: what they provide is far more than the product itself, but more importantly, they can accurately convey specific cultural connotations and values. This also means that the brand needs to move towards "emotion container" and "meaning carrier".

　　 Cross border co branding and sphere penetration

In the joint cooperation between Biyinlefen and Hattie Stewart, we seem to see a clear direction of advancement and expression.

Hattie style graffiti creativity collides with positive energy slogans, and its strong visual impact and personalized expression break the traditional and serious image of Biyin Lefin, deliver a life attitude full of fun and healing to consumers, and also inject a sense of youth and vitality into the brand.

In terms of store image, Bienlefen has also become more fashionable, flexible and interactive. The display layout of co branded new products also enables consumers to have a more high-quality and diversified shopping experience.

Among them, Biyin Lefin × Hattie combining graffiti art installation and interactive experience Stewart's co branded flash store has landed in the business circle, becoming a "creative clocking mecca" for young people, further enhancing the brand's sense of presence in the young circle.

The co branding of Biyinlefen Golf and Harvard University, the world's top university, not only created intelligent golf style products to redefine golf wear, but also successfully achieved style breakthrough and accurately reached smart people through the landing of co branded flash stores in major business circles across the country.

From these trends, it is easy to see that Biyin Lefin Group is actively innovating in the new year and accelerating its integration into young groups.

It is easy to understand why, at the end of last year, Bienlefen first promoted the young actor Ding Yuxi as the brand pioneer spokesman, and then held offline marketing activities loved by young people. The core idea is to further open the communication window with young consumers.

Among them, Bienlefen x Ding Yuxi's 2 hour meeting in Hefei continued to ferment, becoming a classic public relations case in 2024, accumulating a large number of young people's attention for the brand.

Through Ding Yuxi's interpretation, Biyin Lefen, once regarded as "the clothing within the system", has quickly become a favorite among young people, releasing strong brand vitality and potential.

　 Upgrade and reshape the century old Britain

If Biyin Lefin and Biyin Lefin Golf are young and refreshed based on the existing brands, then the British luxury century brand KENT acquired by the Group& CURWEN's return to the international stage shows its ambition and foresight of multi-dimensional destruction.

In September last year and February this year, KENT&CURWEN made two appearances in London Fashion Week to hold fashion shows. Based on the design and development of the Paris Brand Creative Center, KENT&CURWEN aimed at younger global consumers, combined with brand positioning, innovatively interpreted the British academic style, and demonstrated the infinite possibilities of clothing.

From the perspective of the group, KENT&CURWEN is helping to attract younger audiences than Yinlefen.

At present, the "informal academic style" with academic style items as the carrier has become a choice for consumers to show their vitality and personality. KENT & The strong return of CURWEN, as the originator of the academic style, has built a distinct brand division for the multi brand strategy of Biyin Lefen Group, which not only complements the existing brands of the Group in terms of brand influence and popularity, but also further promotes the diversification, internationalization and high-end strategy of the company, with strategic significance becoming increasingly prominent.

Obviously, with creativity and freshness, Bienlefen is standing out and winning the hearts of young people. The data shows that the members of Bienlefen are becoming younger. As of February 24, young fans of the brand Little Red Book accounted for more than 75%; Young fans of Tmall account for more than 30%. The volume of the whole platform is rising rapidly.

　　 Deeply cultivate characteristic fields and consolidate market position

Behind a series of rejuvenation actions is Beynlefin's insight into market changes and planning for future development. To explore the young, international and high-end market, it will be included in the development strategy of the new decade by the Beyin Lefin Group in 2023. In the past two years, embracing younger consumers has become an important driving force for Bienlefen's transformation.

However, transformation is not a 180 degree turn around, but a continuous dynamic adjustment based on brand positioning. From focusing on the professional golf field to building a high-end lifestyle brand, Bienlefen continues to expand the scene, embrace more circles, and pave the way for a steady transformation in the journey of breaking through the mental boundaries of consumers and expanding the target population.

Deeply expand characteristic business

　 For more than 20 years, Biyin Lefen has been deeply involved in the subdivision of golf apparel. Biyin Lefen is not only a partner of China's national golf team, but also accompanied the national team to the Olympic Games three times. It has also frequently linked with national golf events such as professional golf tour, amateur golf elite tournament, and brought high-quality golf apparel into the competitive scene. This year, it has also become a partner of the excellent talent plan of the China Golf Association, helping China's golf industry to flourish.

The moat built by professional accumulation has not only attracted the recognition of the brand in the golf professional field, but also consolidated the industry status of the first Lenovo brand in Biyin Lefen golf apparel.

At present, Bienlefen Golf has been operating as an independent brand for several years, positioning itself as a high-end fashion sport, providing consumers who are keen on outdoor sports such as golf with a high-value experience in a more diversified category.

However, in the face of the increasingly fierce competition in the segment track, Bienlefen clearly recognized that it is difficult to continue to lead in this competition only relying on the existing customer groups and market share, and it is urgent to innovate the business model and explore new target users.

Through its core young brand Venice CARNAVAL DE VENISE， Biyin Lefen cut into the holiday travel clothing track and launched products covering fashionable outdoor sports, such as Luya and camping, which are favored by young people nowadays. With a more fashionable and daily design style, it is easy to "handle" consumers.

In view of the fact that Luya has gradually become a new outdoor social choice for young people, Venice actively sponsors the national famous Luya events, establishes a diversified outdoor activity community, gathers users with the same hobbies and similar values with a unique fashion outdoor bureau, better captures the minds of consumers, and strives to become the first Lenovo brand of holiday travel clothing.

Play transformation combination boxing

It is not difficult to see that, based on the new decade development strategy of accelerating internationalization, youth and high-end, the brands under Biyin Lefin are developing in a coordinated way, bringing a new look from inside to outside with a set of combined fists.

Brand self-expression is particularly important at a time when consumers' taste preferences are changing from generation to generation. As the first window of brand expression, the brand logo is changed from "Biemlfdlkk" to "Biemlofen", which has been used for 20 years. It is simple and intuitive, easy to remember and spread.

At the same time, the latest store images of the major brands of Biyin Lefin Group have also been successively unveiled throughout the country, and every detail from space design, product presentation to service experience has demonstrated comprehensive advancement and improvement.

In addition to the brand image renewal, the product layout and channel construction of the brand of Biyin Lefin Group are also changing in many dimensions.

　   On the product side, the unchangeable is ultimately unable to please the fickle young taste buds. The multivariate matrix built by the five brands of Biyin Lefin Group has been constantly innovating, which well meets the users' demands for high-end sports and leisure fashion clothing.

Taking the main brand of Biyin Lefin as an example, the super item "small collar T" continues to upgrade, fully meeting the fashion needs of young elite groups; The new Motion series also fully meet the needs of users for outdoor sports.

In terms of channels, Bienlefen has built an omni channel layout of online and offline integration. Among them, in order to better meet the needs of consumers for "scene experience", Bienlefen left the airport or high-speed railway station to settle in the urban core business district and shopping center where young consumers gather, and create an interactive experience space in the China Resources Vientiane project.

This has also laid a cooperative foundation for the channel upgrading of the Group's brands - Venice, with the brand new 5.0 store image, actively promotes the shopping center in the core business district; KENT & CURWEN has opened new concept stores in Venetian and Londoners in Macao, MIXC World in Shenzhen, etc.

In the future, Bienlefen and its brands will continue to focus on shopping centers in core business districts of first tier cities, create more image stores and flagship stores, and further enhance brand influence.

In addition, the fashion industry headquarters base in Biyinlefen Bay Area is under orderly construction. In the future, it will cover nine sectors, including the international fashion industry headquarters, the international fashion release center, and the high-end fabric research and development center, enabling the company's new retail layout, so as to further enhance the company's core competitiveness.

As an important participant in the clothing industry, the development trend of Biyin Lefin Group has attracted market attention.

Since the development strategy of the new decade was proposed in 2023, Biyin Lefin Group has started to accelerate its young, high-end and international development. Up to now, it has made remarkable progress by virtue of the coordinated development of multi brand matrix and precise rejuvenation strategy, laying a solid foundation for its ten-year tenfold growth strategy.

However, in the highly competitive clothing market, brands still need to continue to innovate, respond to challenges, explore their own development path, and seek long-term development in the changing market environment. As Wu Xiaobo, a financial writer, said when talking about Biyin Lefen, "You must break the limit and stand on a strange battlefield to 'strive for zero in 10 years'".

The future of Biyin Lefin still deserves the attention of the industry and consumers.

picture source | Bienlefen Group