Shishi is home to numerous garment manufacturers, many of which hold a significant market share, with wide-reaching sales and strong brand recognition. However, Shishi Aoshi Wheel Leisure Men's Co., Ltd. has chosen a different path. Instead of targeting a broad market, the company focuses its efforts on a specific niche — positioning its products as premium and high-end, primarily within Sichuan and surrounding regions, where brand concentration is particularly strong.
According to Bear Xiong, the company’s general manager, China represents the world’s largest apparel market. Even though Aoshi Wheel Men’s may not rank among the top-tier brands in the industry, he believes that by mastering a local market, the company can still achieve substantial growth. This philosophy leads the company to politely decline expansion opportunities in other provinces, even when potential agents reach out to them.
The company recognizes the unique geographical and cultural characteristics of the Yunnan, Guizhou, and Sichuan regions and tailors its clothing designs accordingly. In the process of marketing, they continuously incorporate local elements into their styles, ensuring that their products resonate with regional consumers. Unlike many Shishi-based apparel companies that focus on economically developed areas, Aoshi Wheel conducts in-depth research on the southwestern markets, understanding local preferences in terms of fabric, color, style, and design.
This targeted approach allows the company’s agents to operate with greater autonomy in the local market. For example, agents in Chengdu are known for investing heavily in local advertising, which has helped raise brand awareness significantly in Sichuan, despite the brand’s limited presence outside the region.
Within just three years, Aoshi Wheel Men’s and its North Apple pants have become strong regional brands in Yunnan, Guizhou, Sichuan, and Chongqing. Although they lack national influence, this level of success is more than sufficient for a small business operating in such a vast and competitive market. By focusing on deep market penetration rather than broad expansion, the company has found a sustainable and effective way to grow.
Shenzhen Seaskin Sports Goods Co., Ltd. , https://www.seaskinwetsuit.com