In 17 years, she dedicated herself exclusively to women’s trousers and earned the reputation of “leading in the market among similar products.†As a brand that originated from the Central Plains region, Mengshuya has positioned itself with precision and driven innovation, leading the way for “Henan pants†to take center stage in the Chinese fashion industry.
**Decoding "Mengshuya"**
For over a decade, Mengshuya has focused on women’s trousers, establishing itself as a top performer in the industry. Growing from the heartland of Henan, the brand has leveraged its strategic positioning and innovative approach to elevate the image of “Henan pants†on the national stage. This journey has not only transformed the brand but also reshaped perceptions about Henan's clothing industry.
In the past, Henan was often seen as lacking the style and innovation found in coastal regions or Shandong. However, with government support and local efforts, Henan’s garment industry has made significant progress. Companies like Mengshuya have emerged as leaders in women’s trousers, no longer just regional names but key players in the national market.
A dream realized and honors gained reflect strength and ambition. At the CHIC exhibition in Beijing in March 2010, Mengshuya showcased a significantly improved brand image. According to Chen Yongbin, general manager of Zhengzhou-based clothing company, the brand aimed to innovate its business model while maintaining its competitive edge in women’s trousers. The goal was to create a “beautiful terminal,†emphasizing quality and customer experience.
Three years prior, when the reporter first met Chen Yongbin, he appeared as a strong yet low-key brand. But after being elected vice president of the China Garment Association, Mengshuya became a prominent name in the industry. Today, the brand produces 4.6 million women’s trousers annually and operates under three brands: Mengshuya, MC, and Ai’i’ermeier. In 2008 and 2009, the Mengshuya brand ranked first in market share among Chinese women’s trousers according to authoritative surveys. The company now has 7 self-owned subsidiaries, 20 provincial marketing centers, and over 1,200 specialty stores nationwide.
Mengshuya labeled 2009 as a year of “business model innovation and contrarian strategy.†For the reporter, it was a year of real achievements. The brand received several prestigious awards, including “First China Famous Trademark Enterprise in Apparel Industry,†“Most Fashion Influence Brand,†and “Chinese Women’s Pants Color Development Base.†These milestones marked Mengshuya’s path toward becoming a leading brand in the Chinese women’s trousers sector.
**Staying Focused on Pants**
Many are curious about why Mengshuya has remained committed to a single product for so long and managed to become a top performer. According to Chen Yongbin, the answer lies in “precise positioning and model innovation.†Staying focused on women’s trousers for 17 years is rare in the Chinese apparel industry. In the early 1990s, Chen noticed that women’s trousers were an untapped market, with high demand and limited competition. After analyzing the Henan market, he decided to focus on this niche, leveraging the region’s labor resources and convenient supply chains.
From 1993 to 2004, Mengshuya transitioned from a production-focused company to a brand-driven enterprise. It expanded from localized stores to a nationwide network, upgrading talent, equipment, and management. Unlike other brands that pursued multi-brand strategies, Chen insisted on the idea of “using one product to compete globally†and aimed to be the first Chinese pants brand and revitalize the Central Plains' clothing industry.
**CHIC Achieves the Chinese Dream**
Turning a local brand into a national one is a challenge every company faces. Mengshuya is no exception. After years of growth, the company gained confidence and capital. Its participation in CHIC, the China International Clothing & Accessories Expo, created a big impact in the industry. During the event, Mengshuya’s exhibition hall attracted crowds, with support from international models and a well-designed display. These efforts marked a new milestone for Chinese women’s trousers on the fashion stage.
“CHIC helped Mengshuya transform from a regional brand to a national name,†said Chen Yongbin. He believes that the exhibition plays a crucial role in shaping the brand’s future, helping it stand out in a competitive market.
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