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In 2009, the "JiuMing Wang Men's Large-Scale Touring and Riding a Bullfighter Cup Contest" took place in Jingzhou City, at the Hang Seng International Man Jiuhe Wang store, located across from Peace Wanda. This event marked a significant step for the domestic men's apparel industry, setting a new precedent for experiential marketing. The contest offered participants a unique opportunity to experience the life of a Western cowboy—wearing Jiuhe Wang denim casual wear, riding on a bull-like machine, and competing in a thrilling challenge.
The "Riding Bullfighter Challenge Cup" involved contestants wearing Jiuhe Wang jeans and attempting to stay on the bull for as long as possible amidst intense shaking and swinging. The competition was held in 40 cities nationwide, with winners advancing to the final round in Xiamen, Fujian Province, in January 2010. The top three participants would have the chance to join the "American West Jeans Tour." In Jingzhou, the event attracted large crowds who gathered outside the Jiuhe Wang store, eager to witness the action and cheer for the competitors.
As the players rode the mechanical bulls, the atmosphere grew more exciting with each round, creating waves of excitement among the audience. After intense competition, Rodweiser managed to stay on for 151 seconds, while Li Hui lasted 100 seconds, securing their spots to represent the province in the finals.
Jiuhe Wang has been a leading brand in the men’s pants market for nine consecutive years, enjoying the highest market share, sales, and coverage. Since entering the city, its men’s pants have consistently ranked first in local markets. Lin Ching-Ying, Chairman of Joyoung (China) Co., Ltd., explained that this event was launched to promote Jiuhe Wang’s unique business-style jeans. During the tour, the brand showcased a wide range of high-quality men’s trousers, including casual pants and jeans, while also introducing new winter collections.
In June 2009, Jiuhe Wang began offering personalized tailoring services for men’s pants. At the event, attendees could experience custom-made services, and fashion enthusiasts could also participate in the "Nine Jiu Mei National Sea Election" by registering online, uploading photos, and videos. Winners had the chance to receive generous gifts.
Industry experts believe that Jiuhe Wang’s success stems from continuous innovation in marketing strategies and a commitment to product quality. This event not only boosted brand awareness but also provided valuable insights for the development of the garment industry in the region.