In 17 years, the brand has focused solely on women's trousers and earned the reputation of "the top choice in its category." As a pants brand that originated from the Central Plains region, Mengshuya has positioned itself with precision and driven innovation, leading "Henan pants" to the center stage of China's fashion industry.
**The Story Behind the Brand**
For many years, when people thought of Henan's clothing industry, they often associated it with traditional styles, lacking the modern flair of coastal regions or the boldness of Shandong. However, in recent years, with strong government support, the Henan garment industry has made significant progress, especially in the development of local brands. Among these, Mengshuya stands out as a leader in the women's trousers sector.
Mengshuya has become more than just a regional brand—it now represents the pinnacle of Chinese women's trousers. At the CHIC exhibition in Beijing in March 2010, the brand's booth showcased a striking transformation, reflecting a stronger brand image and a clear vision for the future. According to Chen Yongbin, General Manager of Zhengzhou Clothing Co., Ltd., the company aims to continue innovating while maintaining its core competitiveness in women's trousers. In 2010, the goal was to create a "beautiful terminal" — a retail experience that sets new standards.
Three years ago, the reporter first met Chen Yongbin and found him to be a quiet but determined leader. After being elected vice president of the China Garment Association, Mengshuya gained even more recognition. Today, the company produces and sells 4.6 million women’s trousers annually, operating under three brands: Mengshuya, MC, and Ai’iermeier. The Mengshuya brand consistently ranked first in market share for two consecutive years in authoritative surveys.
With a network of 7 self-owned subsidiaries, 20 provincial marketing centers, and over 1,200 stores nationwide, Mengshuya has solidified its position as a major player in the industry. The year 2009 was particularly successful, with the brand earning several prestigious titles, including "First China Famous Trademark Enterprise in the Apparel Industry" and "Most Fashion Influence Brand."
**Staying Focused on One Product**
Many are curious about how Mengshuya has managed to focus on one product—women’s trousers—for so long and still become a top performer. According to Chen Yongbin, the key lies in "precise positioning and model innovation." For over 17 years, the company has remained dedicated to its core product, which is rare in the competitive apparel industry.
In the early 1990s, Chen noticed that women's trousers were an untapped market, with high demand but little competition. He saw an opportunity and decided to focus on this niche. Over the years, he transformed the company from a production-based business into a well-known brand, expanding from localized stores to a national network. Unlike other companies that pursued multiple brands, Mengshuya stuck to its original vision of becoming the top Chinese trousers brand.
**Reaching New Heights at CHIC**
Participating in CHIC (China International Clothing & Accessories Expo) marked a turning point for Mengshuya. The event not only brought national attention but also reshaped the company’s business philosophy. During the exhibition, the brand’s booth attracted a large crowd, with international models enhancing its appeal. This exposure helped Mengshuya establish itself as a key player on the national fashion scene.
As Chen Yongbin stated, CHIC played a crucial role in transforming Mengshuya from a regional brand into a national one. “It’s a stage where many brands compete, and only those who shine will succeed in the long run,†he said. With each step forward, the brand continues to build its legacy and shape the future of Chinese women’s trousers.
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