Dong Shang Garment Co., Ltd. (DGC), founded in 2001, is a subsidiary of Dong Shang International Holdings Co., Ltd. (DHC). The company focuses on the independent brand management of Chinese garment exporters and owns several well-known brands such as SNOWIMAGE, VLASTA, and MISUN. These brands have expanded their presence across more than 20 countries in Russia and Europe. Dongshang aims to provide international consumers with affordable yet stylish clothing while expanding its retail network globally. Currently, it operates over 1,000 sales outlets in Russia and Eastern Europe.
Dongshang is committed to a multi-brand strategy, continuously developing new fashion lines and strengthening its brand operation team. This approach not only enhances its market position but also highlights the potential of Chinese brands on the global stage.
MISUN, one of the flagship brands of Dongshang, has been a key player since its introduction in China in 2005. Known for its "extensive layout and excellent value," the brand has built a strong reputation in the down apparel market. With a focus on style, confidence, and modern aesthetics, MISUN continues to attract fashion-conscious customers.
In 2005, Beijing Mi Shang Garment Co., Ltd. entered the Chinese market, and by 2009, DGC fully acquired the Mi Shang brand. This acquisition allowed Dongshang to leverage its industry resources and deepen its presence in the domestic market. The name "MISUN" symbolizes a vibrant, passionate lifestyle filled with energy and charm. It represents a brand that values self-confidence, fashion leadership, and a bold attitude towards life.
MISUN's designs combine rich colors with simple, elegant styles, offering both comfort and sophistication. The brand targets urban professionals who are confident, fashion-aware, and independent. It provides products that align with their desire for style and self-expression.
To better serve its customers, MISUN adopted a new business model called "Shop + No Shop Marketing." Initially, the brand relied on provincial agents, with municipal agents and retail outlets supporting the distribution. However, in 2010, under Dongshang’s guidance, the company adjusted its strategy to include a combination of city-level franchises and single-store operations.
The "Shop + No Shop Marketing" model aims to reduce costs, shorten the distance between the brand and consumers, and offer better value. Through this approach, MISUN leverages local agents to boost sales performance. Non-store marketing includes methods like roadshows, VIP services, and joint promotions, allowing the brand to connect directly with consumers.
By training local agents and enhancing their skills, MISUN ensures that sales representatives can effectively meet customer needs. This collaboration helps increase sales and strengthens the relationship between the brand and its partners.
In 2010, the MISUN brand faced both challenges and opportunities. With a positive attitude and a dedicated work ethic, Dongshang remained focused on testing the market and delivering quality products that reflect its vision for the future.
Guangxi Guiping Lidong Sports Goods Co., Ltd. , https://www.lidongsports.com