December 22, 2009, marked a significant milestone for Makebody, a well-known Chinese undergarment brand affiliated with Beijing Lanchao Garment Co., Ltd. The company held a grand event at Lafayette Castle to unveil its 2010 brand strategy. The occasion was attended by numerous media representatives, national distributors, and notable figures from various fields, including He Zhisheng, vice president of the China Association of Women Physicians, Li Ziyang, Zhao from the China Women Entrepreneurs Association, Jia Liqun, an oncology expert from the China-Japan Friendship Hospital, Wei Ze from the 307th Chinese People’s Liberation Army Hospital, as well as popular actresses Li Nian and Zhao Ziqi, and model Li Si Yu. Their presence added star power to the "Makebody Charm Collection" launch event.
At the event, Makebody not only introduced its new strategic direction but also demonstrated its commitment to social responsibility. As a national enterprise, Beijing Lanchao Garment Co., Ltd. has long been dedicated to public welfare initiatives. From supporting post-Wenchuan earthquake reconstruction efforts to collaborating with the China Association of Women Physicians on the “Healthy Living Plan,†the company has consistently contributed to societal development. During this event, the company donated 10,000 sets of bras valued at 4.6 million yuan to the China Association of Women Physicians, aimed at providing care to breast cancer patients in provinces such as Heilongjiang, Jilin, Liaoning, Inner Mongolia, Henan, Ningxia, Shaanxi, and Sichuan.
Makebody’s CEO, Xiao Wei, delivered a speech highlighting the brand’s future vision. With 13 stores already established in major cities across China, the brand is set to expand significantly in 2010. The company plans to open 70 new stores nationwide, focusing on key markets like Sichuan, Heilongjiang, Jilin, Liaoning, Henan, Inner Mongolia, Ningxia, Zhejiang, and Yunnan. In addition to expanding its retail presence, Makebody will introduce direct sales stores in strategic locations such as Beijing and Shanghai, aiming to extend its reach into surrounding regions. This move is part of a broader effort to complete the provincial agency layout and solidify its position in the national market.
The brand's new image and expanded marketing channels are expected to drive rapid growth and increase its market share. With a strong focus on both product quality and social contribution, Makebody continues to build a reputation as a responsible and forward-thinking company in the Chinese undergarment industry.
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