Insight into the women's market, a listed brand Kola Wei white-collar women

Recently, Zhang Yuping, the general manager of Kelan Zhang brand, has been extremely busy. She hasn’t had a good night’s sleep for the past few days. Her schedule is packed with meetings with agents from all over the country. The catwalk at Beijing Jiuhua Villa recently showcased Korah Wei's designs, and many agents came to negotiate after seeing the brand's potential. When speaking to reporters, Zhang Yuping was still full of energy from her work. She described the experience as both "painful and joyful."

Entering the Gap in the White-Collar Market

To find the right brand positioning for Korah Wei, Beijing Neal Company spent three years preparing thoroughly. During this time, they conducted extensive market research. Teams were sent to various districts and counties, visiting local malls to observe what women's brands were selling at what price points and which styles were most popular. They also communicated extensively with long-term dealers to understand market trends. After a series of discussions, the team finally settled on the brand positioning of "urban fashion new dress."

According to Zhang Yuping, their research revealed that the current women's clothing market is either too young or too expensive. Many white-collar workers found it difficult to wear trendy outfits in formal settings, while mature brands often cost over 1,000 yuan, creating financial pressure, especially with rising inflation. Therefore, Korah Wei aims to bridge this gap by offering stylish yet practical clothing suitable for both work and casual occasions, priced between 200 and 1,000 yuan—affordable for the majority of white-collar workers.

The white-collar consumer group has always been a target for many businesses due to their strong purchasing power and high demand. Various forms of retail have emerged around them, including direct-to-consumer shops and even pop-up stores in office buildings. This trend has caught the attention of industry experts, who are closely analyzing its impact. However, some experts warn that businesses may overestimate the spending power of white-collar workers, leading to pricing that’s too high and ultimately failing in the market. For a new brand, accurate positioning and pricing are crucial.

Strong Manufacturing Support

Before launching the brand, Neil had been producing workwear in Beijing for 12 years, serving major state-owned enterprises such as banks, power companies, and oil firms. Zhang Yuping admitted that while the company had a significant market share, it was unlikely to surpass giants like Youngor. To grow further and find new profit sources, the company decided to build its own brand.

Although the transition from OEM to branding has been controversial, with mixed results in the market, Zhang Yuping remains confident in their success. “At least, we have better brand value than traditional OEMs,” she said. “We have strong design capabilities and are market-oriented, not just production plants that don’t understand the market.”

Zhang Yuping predicts that Korah Wei will reach a sales volume of 100 million yuan within three years, with a presence in second- and third-tier cities across the country. To support this growth, in August, Neal invested an additional 18 million yuan to purchase 25 acres of land in Langfang, Hebei, to build a second factory and increase production capacity.

With 12 years of manufacturing experience behind it, expanding into the brand market and stabilizing the workwear business is the ultimate goal for Korah Wei. It’s a dream built on hard work, strategy, and a deep understanding of the market.

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