Beijing Gege cheongsam: Eleventh Five-Year Lay Up Fashion Status
If time is a milestone, the "Eleventh Five-Year Plan" should truly be a significant chapter in the history of Beijing Gege Qipao Co., Ltd. During this period, the company achieved remarkable progress in professionalization, secured a dominant voice in the "New Chinese" field, and gradually established itself as a fashion leader. These accomplishments laid a strong foundation for the next five years of growth.
Before 2006, Gege was known for its traditional Chinese style, much like the first part of the famous violin concerto "Butterfly Lovers," which beautifully portrays the gentle love story of Liang Zhu. However, it hadn't reached the emotional climax yet. At that time, the public still viewed Gege as a steady, classic brand, with its scale hovering around tens of millions of yuan. But after 2006, the company entered a phase of rapid development, undergoing comprehensive changes in brand image, product innovation, and more. Over the next five years, Gege successfully made a leap from a small to medium-sized enterprise to a major player, growing from tens of millions to hundreds of millions in revenue.
"If I had to choose the most vivid story of the past five years, it would definitely be 2008," said Wang Jinqiao, Chairman of Beijing Everbright Cheongsam Co., Ltd. That year, Gege introduced the concept of "New Chinese" — a blend of tradition and modern fashion, aiming to make Chinese clothing trendy. By late 2007, the brand reorganized its product line, making it more detailed and complete. The "New Chinese" series was ready for launch. In spring 2008, Gege unveiled collections like "Blue and White Porcelain," "Chinese Red," and "Ink Black." Its elegant style and deep cultural roots caused a big stir both inside and outside the industry, even drawing attention from major portals like Sina, Sohu, and Tencent, which live-streamed interviews with Wang Jinqiao. As a result, she became known as the "First Person of New Chinese."
God favors those who are prepared. This saying proved true for Gege in 2008. The Beijing Olympics brought global attention to Chinese culture, and Gege emerged as a rising star in the Chinese fashion scene. While the market was booming, the Beijing Municipal Government also took an interest in the brand.
In April 2008, Wang received a call from officials in Beijing, inviting her to host a Chinese costume show for the Olympics. This event placed Gege in the spotlight of Olympic fashion. Later, the Beijing Organizing Committee commissioned Gege to design uniforms for the Olympic Village, including flags and ceremonial attire for foreign delegations.
"We have been focusing on adding value to our products, trying to personalize them and meet specific demands, so that our fashion carries more weight," said Wang. These efforts helped solidify Gege's position in the fashion world.
The global financial crisis that began in 2008 hit many small and medium-sized garment companies hard. Yet, for Gege, this period turned out to be a relief. Even when the crisis was still ongoing, the company saw a surge in sales in the first half of 2009, with a year-on-year increase of 50%.
On the 60th anniversary of National Day in 2009, Gege once again stepped up, successfully completing a challenging task assigned by the Beijing Municipal Government: producing the "Blessings of the Motherland" parade costumes. It was named the "Most Beautiful Square" of the National Day parade. From high-ranking officials to celebrities like Li Bingbing, Gege’s influence was growing rapidly.
After the excitement died down, Wang started thinking about a new challenge: corporate social responsibility. She realized that while making profits, companies should also support national initiatives like low-carbon environmental protection. Gege has been using natural and eco-friendly fabrics, such as cotton and hemp, in its products. Additionally, the designs focus on simplicity and efficiency to reduce fabric usage.
Looking back at the past five years, Wang said emotionally that innovation is the key to Gege’s success. Whether in management or product development, only through constant innovation can the company continue to grow. To maintain this innovative spirit, building a stable and high-quality team is essential — they are the driving force behind the company’s vitality and future.
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