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The meaning of Kaier brand: everything is carefully designed for you, and everything is exquisitely made for you. To express Kaier's consumer centric business philosophy. With the development and changes of more than ten years, the connotation of Kaier brand has also been extended to a more rich level from all carefully designed for you at the beginning, all elaborately made for you. Kaier people summarize it into quality, goal, price, image and service. The kaiers see this as five key elements that are essential to success. This idea has now become the management idea that Kaier believes in. Undoubtedly, it also draws a clearer career map for the successful people with lofty pursuit. It is precisely because of this business philosophy that the product was put on the market in 1993, which was warmly responded by consumers and quickly opened up the market. In 1994, the sales of Kaier's single shirt reached 3 million pieces; in 1998, Kaier will expand its development direction from single shirt to clothing. Follow the concept of quality to be competitive and the unique seasonal attribute of clothing market to develop. If we use other people's production line to stick the brand to develop the clothing series, it is easy to cause the situation that the quality is difficult to control, so Kaier realizes that we must have a large-scale production line, which can not only meet the flexible small batch trial production, but also guarantee the quality of clothing production when the market reflects a good large number of orders. In 1999, "Kaier" invested more than 6 million US dollars to introduce precision sewing equipment, durkheip ironing and styling equipment and clothing CAD system from Germany and Italy, and established a suit and trousers factory. Production management has passed ISO9002 quality system certification and GB / t2660-1999 product quality certification. As a business leisure men's wear brand, Kaier production has experienced the process from "processing with supplied materials" to its own brand, and the strategic mode of market channel has also shifted from "big circulation channel" to "franchised franchise store". In 2005, Kaier invited the brand planning organization to refine the core value of the brand, and the process of "transforming power" Kaier brand sublimation again. New ideas have given a new impetus and direction to the development of Kiel. In terms of brand building, Kaier focuses on the vitality, taste, relaxed and trustworthy style, which provides a good platform for self-confident, optimistic and personalized people. In the design, Kaier integrates the brand connotation of "the power of transformation" into the clothing, and promotes a kind of values that men should have - the spirit of being positive, optimistic and self transcendent; and also transmits this positive concept to every consumer through the market. In order to get new information and increase product development efforts, garment design is compatible with local cultural characteristics, and draws the essence of fashion design in Europe, America, Korea and Japan to meet the needs of consumers in different regions. Kerr apparel has set up product research and development centers, information centers and planning centers in Shanghai, Hongkong and Hangzhou respectively. In addition, it has carried out multiple cooperation with overseas colleges, sent personnel to Italy, Japan and other countries and regions to study and investigate the international clothing market, and developed more and updated products to meet the requirements of consumers.

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