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 unusually busy. She can't remember if she had a good night's sleep in the first few days. Her schedule is packed with meetings with agents from all over the country. The event at Beijing Jiuhua Villa, where Kola Wei’s designs were showcased on the catwalk, caught the attention of many agents who saw the business potential behind the brand and came to negotiate. When speaking to reporters, Zhang Yuping was still excited about her work, describing it as both "painful and happy."
Breaking Into the White-Collar Market Opportunity
To find the perfect brand positioning for Kola Wei, Beijing Neal Company spent three years preparing thoroughly. During this time, they conducted extensive market research. Staff were sent to various districts and counties, visiting local shopping malls to observe which women's brands were popular and what price ranges were most successful. They also engaged in long discussions with experienced dealers. After a series of investigations and debates, the company finally settled on the concept of "urban fashion new dress."
According to Zhang Yuping, their research revealed that current women's clothing in the market tends to be too youthful for white-collar workers to wear in formal settings, or too expensive. Many established brands in mid-to-high-end malls are priced over 1,000 yuan, creating significant financial pressure for white-collar employees, especially with rising inflation. Therefore, Kola Wei aims to position itself between formal wear and casual fashion—suitable for both office and off-duty wear. Most importantly, the brand sets its prices within an affordable range of 200 to 1,000 yuan, making it accessible to the majority of white-collar workers.
The white-collar consumer group has always been a target for merchants due to their strong purchasing power and high demand. Various forms of consumption have emerged around them, including direct sales in offices and community-based stores. However, some experts warn that businesses may overestimate the spending power of white-collar workers, leading to high pricing that fails to attract customers. For a new brand, accurate positioning and competitive pricing are crucial.
Strong Manufacturing Support
Before launching the brand, Neil had been manufacturing workwear in Beijing for 12 years, serving major state-owned enterprises such as banks, power companies, and petroleum firms. “We’ve reached a critical point in our tooling. It's hard to compete with Youngor in the market,†Zhang Yuping told reporters. She explained that the company wanted to grow further and find new profit sources by building its own brand.
Although many OEM factories face challenges in the market, Zhang Yuping remains confident in Kola Wei's success. “At least, we have better brand value than other OEMs. We have strong design capabilities and focus on market-oriented products, not just mass production.â€
Zhang Yuping expects Kola Wei to achieve 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 acquire 25 acres of land in Langfang, Hebei, to build a second factory and increase production capacity.
With 12 years of experience in manufacturing, expanding through branding, and stabilizing the workwear business, Kola Wei’s vision is clear: to establish itself as a trusted and successful name in the fashion industry.
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