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金利来，男人的世界。发端于香港，从领带起步兢兢业业，不懈追求三十余年，金利来打造了一个中国品味男人的品牌。作为中国35-45岁社会中坚男的首选之一，金利来自创立伊始，就以“经典与创新”为核心概念，立志成为“男人世界”里独树一帜的品牌。

金利来领带、西服、衬衫——中国最早最权威男士商务式第一巨头国际品牌。

金利来品牌起源于中国香港，由著名的爱国、慈善大使曾宪梓博士创立。

金利来（中国）有限公司创立于1990年，公司旗下拥有：金利来正装暨商务休闲和金利来时尚休闲两大品牌。

金利来系列产品（及经营权使用商品）包括男士商务正装、休闲服饰、内衣、毛衣、皮具、皮鞋、皮包及珠宝等。

发展方向

面对二十一世纪的挑战，金利来正以创造国际大品牌的目标，大力推进品牌形象的重组，从产品革新、到市场形象、到品牌文化，实现企业战略发展的新飞跃。

一方面，金利来男士服饰品牌秉承经典与创新的理念，品牌形象正向年轻化、时尚化迈进。为适应现代人注重生活品位，崇尚轻松休闲，追求人本与自然和谐的生活方式，顺应近年国际服装市场上正装休闲化的一大流行趋势，金利来更生活化、父母亲化和时尚化的“新正装”概念在“男人的世界”应运而生。同时，通过与欧洲、日本、韩国等国际专业设计机构、面料研究机构的深度合作，借助时尚科技的应用，金利来品牌在风格、面料、颜色、款式上作出大胆创新，提供创意无限的时尚新品。其中，尤其以经典、都市生活、旅行等充满国际时尚流行元素的三大系列，大行其道，受到大多数白领和成功人士的喜爱。

另一方面，金利来品牌正积极推行MD（商品企划）和VMD（视觉营销）的体系，实现产品设计开发的跨越，以及实现终端形象和品牌形象的跨越。金利来将以创造国际大品牌为目标，从产品革新、市场形象到品牌文化、稳步推进品牌创新发展战略。

与此同时，为迎合现代人新都市健康环保生活方式的时尚需求，金利来遵循“时尚、健康、自由|个性|轻松|的穿着理念，全新推出都市运动休闲品牌——GOLDLIONSPORTS—CASUAL（金利来运动休闲），生动演绎”新都市生活方式“。金利来运动休闲以时尚与活力为概念，分为都市休闲、运动休闲和度假休闲三大系列。新品牌一上市便受到众多崇尚现代生活方式消费者的追宠。

如今，金利来正以永远追求卓越的企业精神，不断创新求变的企业理念，创造更年轻、更时尚、更具活力的崭新金昨来，实现企业和品牌的永续、稳定、高速的发展。

品牌文化

文化经商

文化经商的理解，是透过品牌的文化力去赢得消费者和社会公众对金利来名牌产品及企业的认同感、亲和力，从而取得促销产品，提升企业形象，加强品牌的地位的效果。在金利来的企业经营策略观中，我将减价促销列为下策，广告促销列为中策，而将文化的、形象的、情感的经商列为上策。为什么？大减价大甩卖在经销商与生产者、消费者三者之间，必有一伤，那是万不得已的办法；广告能带来促销效果，但广告也很讲学问，广告作得不好，一般性的王婆卖瓜式的广告，只能赢得短暂的消费者购买行为。而文化经商则能长远地赢得消费者，从内在感情广告与消费观念方面征服消费者。应该说这是每个商家孜孜以求的目标，但又非人人皆能达到的境界。

文化经商，是市场竞争中一种深层次的、高水平的、智慧型的竞争。我们知道，当先国西部牛仔服畅销全球，大量出现在我们的服装市场，长期流行在我们青年中的时候，我们感受到的不只是来自服装行业的冲击，更重要的是感受到了一种代表着豪迈清洒的西方文化的冲击；同样，当我们发现周围忽然间“麦当劳”快餐店多了起来，并为愈来愈多的快节奏生活的现代人们所接受的时候，我们体验到这是一种西方文化的渗透与延伸……

服装行业是一个十分特殊的行业。服装与服饰是表现人类生活中的穿的文化。因此，金利来在自己的经商方式与品牌战略中，十分注重文化品位。金利来向消费者输出的不只是产品，更是一种文化、一种观念、一种潮流。

经营理念

金利来品牌的文化力，贯穿于经营者经营理念，产品的外观设计与包装，富于情感因素的广告词，以及促销活动中的文化氛围等等……

应该说，金利来品牌的文化根基，从它的开创者曾宪样先生自始至终奉守的“勤俭诚信”’经营理念中，就打上了中华民族优秀文化传统的深刻烙印。勤能补拙，俭能守业，而唯诚和信，则是长期取信于消费者，使金利来获得永续经营，开创名牌基业的根本所在。

金利来“诚”和“信”的经营理念，主要责现于28年如一日贯彻曾宪梓先生“不做骗人生意”这一商业道德观。具体体现在产品的质量与品质的追求上，尽善尽美，一丝不苟。永远给消费者以购买金利来就是在享受上乘的、精美的产品的信心。

文化品位

金利来的文化品位与内涵，更能从金利来须带、T恤、衬衫、服饰、化妆品……等的产品用料，华丽外观与精心设计中得以展示，总能给人以或尊贵的、或高尚的、或典雅的、或浪漫的传情而富于除力。金利来领带正是这样一种产品：上乘的布料，欧洲一流的设计师，每年推出数千个的花色品种，无不时时刻刻地，星星点点地传送着欧洲的、北美的、东亚的风情与服饰文化潮流。

Jinlilai (China) Co., Ltd., top 10 leather brands, top 10 wallet brands, top 10 leather shoes brands, the first choice brand of the backbone of the society for men, one of the earliest and most authoritative men's business brands in China, Hong Kong classic brand, famous brand of China Men's wear and leather industry, famous products recommended by the national market, listed in Hong Kong. Jinlilai, the world of men. Originated in Hong Kong, Jinlilai has built a brand with Chinese taste of men by starting from tie and pursuing for more than 30 years. As one of the first choices of the backbone men in China's 35-45-year-old society, Jinli has taken "classic and innovation" as the core concept since its establishment, and is determined to become a unique brand in the "men's world". Jinlilai tie, suit and shirt -- the earliest and most authoritative international brand of men's business style first giant in China. The Jinlilai brand originated in Hong Kong, China, and was founded by Dr. Zeng Xianzi, a famous patriotic and charitable ambassador. Founded in 1990, Jinlilai (China) Co., Ltd. has two major brands: Jinlilai formal dress & business leisure and Jinlilai fashion leisure. Jinlilai series products (and right to use commodities) include men's business dress, leisure clothing, underwear, sweaters, leather goods, leather shoes, leather bags and jewelry, etc. Facing the challenges of the 21st century, with the goal of creating international brands, Jinlilai is vigorously promoting the reorganization of brand image, from product innovation, to market image, to brand culture, to achieve a new leap in corporate strategic development. On the one hand, Jinlilai men's clothing brand adheres to the concept of classics and innovation, and its brand image is moving forward towards youth and fashion. In order to adapt to the modern people's life style of paying attention to life quality, advocating relaxed leisure, pursuing the harmony between human and nature, and conforming to a popular trend of formal dress leisure in the international clothing market in recent years, the concept of "new formal dress" that is more life-oriented, parental and fashionable in Jinlilai came into being in "men's world". At the same time, through in-depth cooperation with international professional design institutions and fabric research institutions such as Europe, Japan and South Korea, with the application of fashion technology, Jinlilai brand makes bold innovation in style, fabric, color and style, and provides innovative fashion new products. Among them, classic, urban life, travel and other three series full of international fashion and popular elements are popular, and are loved by most white-collar and successful people. On the other hand, Jinlilai brand is actively promoting the system of MD (commodity planning) and VMD (visual marketing), realizing the leap of product design and development, as well as the leap of terminal image and brand image. Jinlilai will take the creation of international brands as its goal, from product innovation, market image to brand culture, and steadily promote brand innovation and development strategy. At the same time, in order to meet the fashion demand of modern people's new urban healthy and environment-friendly lifestyle, Jinlilai follows the "fashion, health, freedom, personality, ease and ease" wearing concept, and launches a brand-new urban sports leisure brand - goldlionsports-casual (Jinlilai sports leisure), which vividly demonstrates the "new urban lifestyle". Based on the concept of fashion and vitality, Jinlilai sports leisure is divided into three series: urban leisure, sports leisure and holiday leisure. As soon as the new brand comes into the market, it will be favored by many consumers who advocate modern lifestyle. Today, Jinlilai is always pursuing the excellent enterprise spirit, constantly innovating and changing enterprise concept, creating a younger, more fashionable and more dynamic emerging jinshilai to realize the sustainable, stable and high-speed development of enterprises and brands. The understanding of brand culture, business culture and business is to win the identity and affinity of consumers and the public to Jinlilai's famous brand products and enterprises through the cultural power of the brand, so as to achieve the effect of promoting products, enhancing the corporate image and strengthening the status of the brand. In Jinlilai's view of business strategy, I listed price reduction and promotion as the next policy, advertising and promotion as the middle policy, and cultural, image and emotional business as the best policy. Why? The great sale of sale price is a necessary way among the dealers, producers and consumers. Advertisements can bring promotion effect, but they are also very learned, and the advertisements are not well made. The general advertisements of selling melon by the king's wife can only win the purchase behavior of consumers for a short time. Culture and business can win consumers for a long time, and conquer consumers from inner emotional advertising and consumption concept. It should be said that this is the goal of every business, but not everyone can achieve. Cultural business is a deep, high-level and intelligent competition in the market competition. We know that when the Western jeans of the predecessor country sold well all over the world and appeared in our clothing market in large quantities and were popular among our youth for a long time, we felt not only the impact from the clothing industry, but also the impact of a western culture representing bold and clear; similarly, when we found that there were more "McDonald's" fast food restaurants around us all of a sudden When it is accepted by more and more fast-paced modern people, we experience that it is a kind of infiltration and extension of western culture Clothing industry is a very special industry. Clothing and clothing are the culture of human life. Therefore, in its own way of doing business and brand strategy, Jinlilai attaches great importance to cultural taste. Jinlilai's output to consumers is not only a product, but also a culture, a concept and a trend. Business philosophy the cultural power of Jinlilai brand runs through the business philosophy of the operator, the appearance design and packaging of the product, the advertising words full of emotional factors, and the cultural atmosphere in promotional activities, etc It should be said that the cultural foundation of Jinlilai brand is deeply branded with the excellent cultural tradition of the Chinese nation from the business philosophy of "diligence, thrift and honesty" which its founder, Mr. Zeng Xianxiang, has always adhered to. Diligence can make up for inadequacy, frugality can keep the business, but honesty and trust are the fundamental to win trust from consumers for a long time, so that Jinlilai can obtain sustainable management and create a famous brand base business. The main responsibility of Jinlilai's business philosophy of "sincerity" and "faith" is to carry out Mr. Zeng Xianzi's business ethics of "no cheating business" on the same day in 28. Specifically reflected in the pursuit of product quality and quality, perfect, meticulous. Always give consumers the confidence to buy Jinlilai is to enjoy the superior and exquisite products. Cultural taste the cultural taste and connotation of Jinlilai, more from Jinlilai to bring, T-shirt, shirt, clothing, cosmetics The product materials, gorgeous appearance and elaborate design can be displayed, which can always give people with or noble, or noble, or elegant, or romantic sentiment and rich in power. Jinlilai tie is such a product: superior cloth, first-class designers in Europe, launch thousands of varieties of designs and colors every year, all the time, sending the European, North American, East Asian customs and clothing culture trend.

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