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In early 2009, the "JiuMing Wang Men's Large-Scale Touring and Riding a Bullfighter Cup Contest" took place in Jingzhou City, specifically at the Hang Seng International Man Jiuhe Wang store, located across from Peace Wanda. This event marked a significant step forward for the domestic menswear industry by introducing an innovative "experiential marketing" model. The contest aimed to not only engage customers in a unique way but also set a new standard for brand interaction.
Participants had the chance to experience life as a Western cowboy by wearing Jiuhe Wang denim casual wear and riding on a mechanical bull that closely resembled a real one. Competitors were tested on their ability to stay on the bull for the longest time despite its violent movements. The competition was held in 40 cities nationwide, with winners from each region qualifying to compete in the final round in Xiamen, Fujian Province, in January 2010. The top three contestants would earn a chance to join the "American West Jeans Tour."
In Jingzhou, the event attracted a large crowd of enthusiastic spectators who gathered outside the Jiuhe Wang store, eager to witness the action. As players took turns riding the mechanical bull, the atmosphere became electric, with cheers from the audience adding to the excitement. After intense competition, Rodweiser managed to stay on for 151 seconds, while Li Hui lasted 100 seconds, securing their spots to represent their province in the finals.
Jiuhe Wang has been a leading name in men’s pants for nine consecutive years, consistently holding the top position in market share, sales, and coverage. Known globally as the "Pants Expert for Men," the brand has maintained a strong presence in the local market since entering the city. Lin Ching-Ying, Chairman of Joyoung (China) Co., Ltd., explained that the motivation behind this campaign was to highlight Jiuhe Wang's unique business-style jeans.
Throughout the tour, the brand will showcase a wide range of high-quality men's trousers, including casual pants and jeans, while also launching new winter collections. In June 2009, Jiuhe Wang introduced a personalized tailoring service for men's pants, which is now available at the event sites. Additionally, fashion enthusiasts can participate in the "Nine Jiu Mei National Sea Election" by registering online, uploading photos and videos, and even winning exciting prizes.
Industry experts believe that Jiuhe Wang's success stems from continuous innovation in marketing strategies and a commitment to product quality. Their approach not only strengthens brand loyalty but also offers valuable insights for the growth of the garment industry in the region.