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In 2009, the "JiuMing Wang Men's Large-Scale Touring and Riding a Bullfighter Cup Contest" was held in Jingzhou City, at the Hang Seng International Man Jiuhe Wang store, just across from Peace Wanda. This event marked a new era for the domestic menswear industry, introducing an innovative "experiential marketing" model that set a precedent for the sector. Participants had the unique opportunity to wear Jiuhe Wang denim casual wear, ride on a mechanical bull that closely resembled a real one, and compete in a thrilling challenge. The goal was to stay on the bull for the longest time despite its violent jolts and swings.
This contest was part of a nationwide tour, with events held in 40 cities across China. Those who passed the preliminary rounds would head to Xiamen, Fujian Province, in January 2010 for the finals, where they could win a chance to experience the American cowboy lifestyle through the "American West Jeans Tour." In Jingzhou, the Jiuhe Wang store became a hotspot, drawing large crowds eager to witness the action. As the players took turns riding the bull, cheers from the audience created an electrifying atmosphere, with each round building up excitement.
After intense competition, Rodweiser managed to stay on the bull for 151 seconds, while Li Hui lasted 100 seconds, securing their spots to represent the province in the final round in Xiamen. Over the years, Jiuhe Wang has built a strong reputation, becoming the top-selling men’s pants brand in terms of market share, sales, and coverage. Known globally as the "Pants Expert," the brand continues to lead in the men's fashion industry.
Lin Ching-Ying, Chairman of Joyoung (China) Co., Ltd., explained that the motivation behind this event was to showcase Jiuhe Wang’s unique business-style jeans. During the tour, the brand highlighted its range of high-quality men’s trousers, including casual pants and jeans, while also launching new winter collections. In June 2009, Jiuhe Wang introduced personalized tailoring services for men's pants, allowing customers to enjoy custom-made options at the event locations.
Additionally, fashion enthusiasts could participate in the "Nine Jiu Mei National Sea Election" by registering online, uploading photos and videos, and having a chance to win exciting prizes. Industry experts believe that Jiuhe Wang’s success stems from continuous innovation in marketing strategies and a commitment to product quality, offering valuable lessons for the development of the garment industry in the region.