Nationwide Kingdoms C-PIX Personalized Private Custom Couples T-shirt Casual Wear Brand

Part 1 Brand Introduction

"Romance of the Nation" is the "C-PIX Naked Kingdom". It is a brand of fashionable clothing and lovers T-shirts and is one of the two major T-shirt brands in China. Founded in Shanghai on July 8, 2001, the company upholds the brand concept of “Colorful Living!” and the T-shirt design concept of “Personality, Originality, Life, and Enrichment”. Strive for a perfect personalized T-shirt. C in the "C-PIX" is the first letter of English "Color" and represents color; PIX means "picture, video" in English.

The design team uses the original spirit as a guide, interpreting their own perceptions and understandings of life through color and graphics in each T-shirt design. At the same time, it allows customers to deduce their lives with more color and personality. Therefore, the brand's T-shirt is also known as "shirt country romance."

Part 2 Development Experience

As the first entrepreneur to operate a personalized T-shirt in China, Ren Liu opened the first store in the Kingdom of China in 2001. Nine years have passed and the National Kingdom of the Nation has already spread across the country. There are nearly 200 franchise stores. However, Ren Liu said that what needs to be done now is to slow down and make new adjustments. There are also unexpected puzzles in growth. In the early days of his career, Ren Liu’s idea was simple: “Provide a personalized T-shirt that survives and chases trends and fashion”.

Because of the insistence on price, quality, and scarcity, the reputation of the shirt country is quickly spread through the young wavers, and many stars have also become "fans" of the performing arts. Xu Jinglei once went to the Kingdom of the NFL and bought more than 20 T-shirts in one go. However, Ren Liu discovered that the stars are getting less and less. "Some editions are too good to sell. The sales volume goes up, and the rate of hitting shirts is greatly increased. Individuals who talk about personality are not so fond of it."

Ren Liu said that every year he will go to the world to collect inspiration, and recently went to Japan to buy a large number of T-shirts to come back to study. "There are many well-designed brands in Japan, and the size of the stores is not large, perhaps the future of the shirts."

Part 3 brand influence

Personalization will create a differentiated survival core competitiveness, but the scale and profitability is a realistic problem that cannot be solved. Among the young people in Shanghai, NFL is a popular T-shirt brand. “Personalized production, low prices, and good quality clothes” are the customary image of the brand. Someone once did such an investigation in the office. Among the 10 individuals, at least three people know the nationalities of the shirt. Do not rely on advertising, completely relying on word-of-mouth marketing, for the shirt of the Kingdom of the sales performance and brand image, founder Ren Liu is very contented.

China's existing personalized consumer groups are still in training, not as good as Europe in Japan. The only good news is that consumers who are willing to pay for high-priced consumer products for personalized design are growing. However, cultivating consumers must be a gradual and gradual process. In the process of cultivating the market, some brands will inevitably take the lead. How to properly control scale, and at the same time stick to the road of personalization, may be the key to the success or failure of this group of entrepreneurs.

Part 4 design concept

The brand adheres to the design concept of “personality, originality, living, and enrichment” and carries out limited production through its own printing factory. Then, every well-designed and produced T-shirt is displayed in its own specialty store. In the end, letting consumers select T-shirts that fit their own clothes, they also get a sincere and personalized consumer experience of “T-shirt Kingdoms C-PIX”.