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In the ups and downsWilliamspinballIn the 2023 market environment, domestic sports brands such as Anta, Li Ning and Biyin Lefen (002832) continued.WilliamspinballAfter the growth momentum of the previous year, I handed in a good report card. Especially in the highly competitive high-end clothing market, Biyin Lefen has achieved remarkable results through a series of brand strategy upgrading. In the new year, "broaden product layout" and "find new growth points" have become the key words of brands.

On April 27th, the brand show of "WOW BIEM (WOW MOMENT)" of Biyin Lefen was held in Jiefangbei, Chongqing, with the stunning appearance of new products such as palace cultural joint money, small collar T series, golf series and so on, which triggered a heated discussion in the industry. Biyin Lefen as a leader of China's high-end sports fashion clothing brands, the location of Chongqing to hold a big show, there are profound considerations behind. Chongqing, a city with profound historical heritage and modern urban vitality, is highly in line with Biyin Lefen's brand spirit of constantly pursuing innovation and courageously climbing to the top. In particular, the Liberation Stele, as the only monument commemorating the victory of the Chinese nation in the War of Resistance against Japan, carries the historical memory and national spirit of the Chinese people, and complements Biyin Lefen's brand concept of constantly challenging himself and surpassing the limit.

Since its establishment in 2003, Biyin Lefen has been deeply engaged in the R & D and innovation of high-end sportswear. Over the past two decades, the brand has adhered to the concept of long-term development, constantly improving product strength, operating capacity and brand strength, and now has become the first choice of the elite. Biyin Lefen's continuous attempt and innovation in the new situation, constantly broadening the boundaries of sports products, and the court culture IP launched a joint series, a collection of fashion and function in a small collar T, to meet the needs of elites in different scenes, and successfully shaped the brand image of "fashion" and "elite". At the same time, the brand also holds fashion shows, new product conferences and other activities to further enhance brand awareness and influence, and open up the sinking market.

The annual report of 2023 released a few days ago shows that revenue and net profit of Bienlerfen have both increased, reaching an all-time high. Among them, the middle class of second -, third-and fourth-tier cities has become the key force of brand growth. To this end, Biyin Lefen will channel sinking as the focus of efforts in the next few years, through the country's major cities in the high-end business district, airport high-speed rail and golf course layout stores to further expand market share. As a new first-tier city, Chongqing has naturally become an important part of the brand sinking market strategy. The successful holding of the Chongqing show of Biyin Lefen not only brings a visual and cultural feast to the audience, but also shows the perfect integration of the brand and the city.

With the continuous improvement of brand strength and the increasing improvement of the market layout, Biyin Lefen is moving towards the blueprint of building a luxury brand group. Biyin Lefen continues to dig deep into the field of high-end sportswear, constantly launching innovative and fashion-conscious product lines to meet consumers' pursuit of high-quality life. At the same time, Biyin Lefen will also actively expand the international market, let China's high-end sports fashion brands to the world stage, and show the charm and strength of Chinese brands.

In the future, we also expect Biyin Lefen to continue to uphold the concept of long-term development, continue to break through the self, courageously scale new heights, and contribute more to the development of China's high-end sports and fashion industry.

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