Gao Geno: Creating the First Men's Brand in Guangzhou

Guangdong is China's major clothing production base, and its garment production has ranked first in the country for more than a decade. However, garment enterprises in Guangdong have been mainly processing-oriented, and there are only a few local brands. The well-known brands in the whole country are even rarer. In 2004, the garment industry in Guangdong achieved a breakthrough of “China Top Brand”. The three companies of Caesar (Shantou), Fuxi (Huizhou), and Conneh (Zhongshan) won the title of Chinese Famous Brand, and the local apparel enterprises in Guangzhou obtained only the famous brand of the province. There is a Gao Ng Trading Company in Guangzhou.

"Nio Business" was founded in 1998 and entered the ranks of "Top Ten Famous Brands in Guangzhou", "Top Ten Uniform Enterprises in Guangzhou" and "Guangdong Famous Trademarks" seven years later. It has established a good reputation among consumers in the country. Brand image.

Guangzhou Gaoomeo Trading Co., Ltd. was only a few predecessors. Since 1989, Gaogno signed the "Iris (China) (Lesson)" distributor in China, but also agents of Apple, Montagut and other imported brands. However, with the increase in the cost of clothing production, the competition among enterprises has become increasingly fierce, and the profits obtained by agents have become less and less. By the late 1990s, domestic consumers had begun to pay attention to domestic brands, and the added value created by domestic brands in the market was getting higher and higher.

Many domestic cities have begun to awaken the brand awareness of apparel companies and have launched one after another clothing brand that enjoys national reputation. After this, the Guangzhou garment industry also opened a battle to create "Southern" brand-name clothing, which prompted Zeng Haofu, chairman of Guangzhou Gaoni Trading Co., Ltd., to realize that he must focus on developing his own brand.

Since 1998, Gaogno has turned to design, production, and business integration. With the end of the agency brand era, Gonoo clothing became popular with elegant, calm and concise style, superior fabrics and exquisite craftsmanship. Subsequently, Gaogno began to expand the production scale of the company and built a production plant with more than 10,000 square meters in Dongguan with more than 2,000 employees.

In 2001, Gono increased the investment in R&D and put forward the concept of traditional costumes but without losing the leisure. In the concept of design, it combines the best of Eastern and Western cultures and successfully developed T-shirts and sweaters. Casual trousers, suits, trousers, jackets, leather garments, leather shoes, leather goods, socks, men's underwear, ties, and other products have thousands of styles introduced every quarter. In 2002, Guangzhou International Fashion Festival won the "Top Ten Famous Brands in Guangzhou City" and became one of the famous menswear brands in Guangzhou.

After becoming one of the first ten well-known brands in the garment industry in Guangzhou, in 2003, Gaogno’s performance began to increase by 300%-500%, and the annual sales volume reached 1.5 million pieces (sets). The Gaogno brand followed the trend of franchising. Throughout the country, franchised stores have been established in major cities throughout the country, and extraordinary sales have been achieved in Hong Kong, Macau, Egypt, Japan, South Korea, Singapore, Vietnam, Myanmar and other regions and countries.

At the same time, Gaogno has also achieved a good performance in the development of uniform services. Banks, insurance companies, railways, aviation, postal services, telecommunications and other departments have adopted Gaogno as the preferred uniform brand. In 2004, Gaogno was named “Top Ten Uniform Enterprise in Guangzhou” and obtained “AAA qualification certificate for production, processing, and quality assurance of uniforms in Guangzhou”.

In the second half of 2004, Guangzhou Gao Mou Trading Co., Ltd. was awarded the famous trademark of Guangdong Province. Mr. Zeng Fuhao, the chairman of the company, was not satisfied with this. His goal was to “Famous Chinese Trademarks” and strive to make Gono the first place in Guangzhou. A brand or even a world famous brand.