From golf apparel to fashion apparel, why has Biyinlefen become fashionable?
2024-08-06
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In recent years, outdoor sports have been gaining popularity. With the Paris Olympics being held this year, golf, once known for its niche and aristocratic characteristics, has entered the public eye and become a new favorite of many outdoor sports enthusiasts. Also attracting public attention is the apparel brand Biyinlefen, which has been deeply involved in the golf apparel segment for 21 years. As a high-end fashion sportswear brand, as well as a partner of the Chinese National Golf Team and the first Chinese golf apparel stock, Biyinlefen is not only well-known for its golf apparel, but its fashion and lifestyle series are also very popular, especially the super single product small collar T-shirt, which was once sold out and successfully led the T-shirt wearing trend. This brand, once known as the favorite of "men in the system", has now become a fashionable brand?
Wu Zun, brand spokesperson for BT-Jade (BT-Jade Black Technology Series)
Avant-garde design + youthful marketing, BILEFEN starts its transformation journey
Founded in 2003, Biyinlefen is now a leading brand in the golf apparel segment in China. For 21 years, Biyinlefen has always insisted on technological innovation as its driving force, focusing on the research and development and manufacturing of high-quality, high-grade, and high-tech apparel. In the past two decades, Biyinlefen has created countless classic apparel and witnessed the rapid development of China's high-end apparel industry. With the advent of the new consumption era, more and more consumers are returning to rational consumption and are more willing to pay for "high quality + high cost performance" products when consuming. In such a market environment, Biyinlefen has also actively embarked on the road of brand transformation and upgrading.
Brand ambassadors of Biyinlefen include international supermodels Jin Dachuan and You Tianyi
In terms of product production, B.L.F. has always been known for its high-tech fabrics, but it also pays great attention to product design. It has not only built design and development teams in China, Britain, Italy and South Korea, but also set up a creative center in France to keep up with international fashion trends. At the same time, it also cooperates with internationally renowned fabric suppliers such as GORE-TEX, POLARTEC, OUTLAST, and Toyobo to ensure that its products bring a comfortable wearing experience with high-end fabrics. In terms of product categories, B.L.F. has actively developed fashion and lifestyle series based on golf apparel, and has focused on the T-shirt category and released a number of T-shirt series.
In terms of marketing, Biyinlefen is also paying more and more attention to communicating with female consumers and young consumer groups. In order to better establish a deeper connection with female consumers, Biyinlefen actively tried to carry out female-themed activities, including the "Shaanxi 100 Women's Portrait Exhibition" launched some time ago in cooperation with the Shaanxi Provincial Women's Federation, and jointly interpreted "her power" with female practitioners from the art industry. In addition, Biyinlefen also invited young stars Chen Jingke, Wang Anyu, Wu Qianyu, Ren Min, Shan Yichun and others to jointly interpret the elite style and further convey the brand value. At the same time, it also held a celebrity meet-and-greet with Ma Tianyu and Hu Yitian to continuously narrow the distance with young consumers.
BILEFEN X Hu Yitian Outstanding Youth Party
Focusing on creating super single products, BILEFEN is advancing towards a century-old brand
Faced with an increasingly complex market environment, Biyinlefen began to lay out its brand transformation as early as 2022, and released a strategic upgrade of "T-shirt Expert". At the same time, Biyinlefen released a series of small-collar T-shirts using self-developed BT_Gritty black technology fabrics, which has been selling well for three consecutive years and has become Biyinlefen's super single product. Facts have proved that Biyinlefen's strategy is very successful. Among Biyinlefen's products, the T-shirt category has always occupied an important position. In addition to the small-collar T series, there are also ice-cold T, jade fiber, Korean quick-drying, Lingdis ultra-fine wool and BT-Jade black technology series, all of which are Biyinlefen's trump products. Biyinlefen also stated that it will continue to focus on the T-shirt category in the future, and create differentiated super categories and super single products by increasing R&D investment and continuous innovation.
In the new consumption era, "brand" is still a consumption factor that many consumers value, but "experience" is equally important. For high-end clothing brands, products carry more symbolic value, social attributes, and emotional value, so user experience is even more important. This year, B.L.F. has also renewed its brand image by upgrading its new generation of store image and visual identification system, and improved consumer experience from various dimensions such as product packaging, windows, and displays. At the same time, it will continue to focus on the B.L.F. main brand and B.L.F. golf brand, optimize operational management, and comprehensively improve brand performance with the help of people, goods, venues, VIPs, marketing activities, and brand promotion. We look forward to B.L.F. bringing more surprises to China's high-end apparel industry in the future!
