In He's vision, Qigege must always focus on the niche market and be a niche brand. Through the superposition of several niche brands, it becomes a fast fashion brand pool, and through the superposition of niche markets, it becomes an expanding market pool. In short, it is a niche, but there are many brands, so the public.

The reason why we must emphasize the minority is that in China, clothing brands have been tired by the mass market and cannot become a complete clothing brand.

In Jiang Haitang's view, China's clothing industry has always been a brand with only channels and no brands, that is, only channels, no real brands, only brands that flatter the market, and few brands with market command. For example, Youngor and Tang Shi only positioned their brands in a broad public consumption group. This blind brand positioning is equivalent to no positioning.

Although Taobao, which relies on retail, is still weak, it proves to some extent that the brand period of blindly trying to occupy the big market and expanding without borders has passed.

This is also obvious in Hangzhou women's wear. People who are familiar with Hangpai women's wear should see it more clearly. Seeing the wave of Hangpai women's clothing being dumped, they also knew that there would be a new wave of women's clothing brands, but there was only one weakness, which led to inbreeding and the brand image had long been blurred. Herd effect has always been common in China garment industry.

After a period of exploration, most mature clothing brands have begun to seek a multi-brand integrated store model, but there are also some differences. ZARA is a mix of undivided design styles, while I.T insists on multi-brand division. Qigege's multi-brand comprehensive store model is that Taobao C store is similar to ZARA, and Tmall store is similar to I.T. However, this is not intentional, because Taobao C store does not support multiple stores, and Tmall supports multiple brands and stores.

Qigege is a brand of women's clothing with the theme of "fashion, independence and women". After several years of development, it has now become a clothing company with six sub-brands. Over the years, Qigege has been aware of the needs of target consumer groups and has made many explorations and attempts in marketing. After investigation, Qi Gege found that their consumer groups are mainly women aged 20-35, and their personalities are flamboyant and unique.