Happy castle

Happy castle

Happy castle is a brand of fashionable children's underwear under Guangdong happy castle Development Co., Ltd. the company is an enterprise specializing in the design, production and sales of high-end fashion children's underwear in the field of children's clothing, and also the first enterprise specializing in children's underwear in China. With strong financial background and years of design and production experience in cultivating children's clothing market, the company takes the lead in entering the subdivision field of children's fashion underwear. It strives to create the brand image of "Happy Castle" fashion children's underwear from the aspects of product, image, channel, management and corporate culture, and establishes the association link of "children's underwear" - Happy Castle "in the minds of consumers.

Enterprise profile

Guangdong happy castle Development Co., Ltd. is subordinate to happy castle group. Happy castle group is the first comprehensive enterprise specialized in children's clothing design and production, fabric weaving, brand operation and color research in China. It has Guangdong happy castle Development Co., Ltd., Shantou kuailer Castle Garment Co., Ltd., Shantou Yongyin textile industry Co., Ltd. and happy Castle brand marketing business school, happy castle children's color research center five wholly-owned subsidiaries. The group's five enterprises work together to design and develop fashionable underwear beneficial to children's growth and health according to the physical and mental characteristics of 0-14-year-old children at different growth stages. They are committed to building "Happy Castle" into "the first brand of fashionable children's underwear" and becoming a professional leader in the field of children's fashionable underwear ".

brand positioning

"Happy Castle" specializes in high-end fashion children's underwear. Its products cover infants, children and children aged 0-12 years old. It is targeted at the children of high-income families in the first and second tier cities in China. With fashionable and healthy design style and professional and special product management concept, it advocates the new fashion of children's underwear consumption.

Enterprise honor

Happy castle fashion children's underwear brand, as a new representative in the field of children's underwear, was awarded the "top ten most influential brands in China's children's clothing industry" at the "2014 (10th) China enterprise integrity and Competitiveness Forum summit" sponsored by economic magazine. Meanwhile, Mr. Li Qingming, President of happy castle, was awarded the honorary title of "top ten outstanding innovative entrepreneurs".

At the 9th Asian brand grand ceremony in 2014, happy castle won the "Asian famous brand award", and Mr. Li Qingming, President of happy castle, won the "top 10 innovators of Chinese (industry) brands"

In 2013, children's underwear of happy castle won the title of "CCTV China influential brand enterprise" with its scientific design concept and brand style of "fashion, sunshine and health", entered more families, and let more children and parents enjoy the considerate care and happy culture of happy castle.

Mr. Li Qingming, President of happy castle, has been engaged in the pregnant and infant industry for more than 10 years. He has rich experience and unique opinions in fabric selection and weaving, clothing color matching, children's clothing health and other aspects, and is committed to providing better life and high-quality service for every child and family. Mr. Li Qingming, President of happy castle, won the "ten year service award" of CBME

Store image

Happy castle advocates "fashion all-around" design space. In the limited space and pattern of the shop, it can not only get the maximum use, but also maintain the fashion, sense of home and children's interest of the shop, so that the objective factors of the space can be transformed into visual beautification points and bonus items through initiative and creativity.

The long gray white cultural stone creates a modern external wall of the store, and the large display glass window allows customers to see the display clearly.

High cabinet, low cabinet, storage cabinet, water table and leisure area should be planned reasonably to form the motive line of customers' consumption.

The combination of log color wooden container and abstract frame type metal container effectively improves the display area.

Brand style

"Happy Castle" fashion children's underwear to fashion, sunshine, health as the brand style, in accordance with the In addition to the five design principles of "unity, weight, balance, proportion and rhythm", the scientific design and artistic collocation of children's underwear are adopted. Combined with the designer's years of design experience and creative thinking, the children's underwear is more comfortable and healthy with fashion characteristics, which fully reflects the considerate care of children's underwear at home.

Fashionable and novel design.

Because the general children's underwear is only worn at home, the design is relatively monotonous. It only uses some cartoon elements repeatedly and simply, and rarely uses the process effect design. As a fashion children's underwear, "Happy Castle" keeps up with the urban trend in design, adopts the current children's favorite fashion cartoon elements, and adopts some dreamy and three-dimensional process effects, Increase the children's interest and lovely style of clothing, bring children happy feeling. At the same time, the design style of happy castle is also diverse, including urban style, street style, academic style, sweet style, gentlemanly style and lady style. The diversity and fashion of design is absolutely no less than that of outdoor clothes.

Comfortable and decent cut.

One of the main reasons why traditional household underwear can not be worn out is that the clothing layout is too loose and bulky, and the beauty is poor. In fact, the close fitting and proper cutting of children's underwear is more conducive to children's activities and stretching. According to the physical and mental characteristics of different growth stages of 0-12 years old, children's physical and mental health is fully considered in the cutting and design of "Happy Castle" children's underwear. It will not be too generous and will not bind children's body. It is just as considerate and comfortable whether it is going out or at home.

Natural and healthy fabric.

"Happy Castle" with the close fitting and comfortable tailoring, will use elastic, high permeability, soft and skin friendly healthy natural fabric. For example, aloe fiber suitable for all seasons, bamboo fiber that can breathe, and combed cotton of "golden noble" in cotton are all selected fabrics of "Happy Castle". Whether children wear it for play during the day or wear it for rest at night, they can take full care of their children.

Product extension

Happy castle, not just underwear -- the public's understanding of children's underwear may be limited to the traditional concept, which is only suitable for wearing at home. The style is loose and bulky, and the style is monotonous and repetitive. However, "Happy Castle" redefines the concept of "children's underwear", which makes us realize that a fashionable design, exquisite workmanship and comfortable fabric children's underwear is no longer limited to the small world at home, but also suitable for outdoor free release. Take a walk on the gravel road in the community, chase on the beach by the sea, or go to the park for a picnic, or accompany dad to wash the car and refuel. The small underwear gives children more space to display.

Happy castle not only can be used as children's underwear, its fashionable and novel design and rich pattern application, but also can be used as outdoor clothing or home clothing. In addition, in the cold autumn and winter season, happy castle underwear uses environmentally friendly and comfortable silk cloth, down proof, down like and other soft thermal fabrics, which can also be used as children's intimate thermal underwear.

Design concept

"Happy Castle"

The design concept of children's underwear subverts the definition of underwear in the traditional concept of the public. Its brand underwear is appropriately cut, refuses the bulky layout, and pursues fashionable and novel design. The pattern and process effect are different from the design of ordinary children's underwear, hoping to get more design inspiration from children's life and make the design works closer to children's life.

Brand culture

Brand slogan: bring happiness home

Brand vision: the first brand of fashion children's underwear

Development strategy: internationalization, collectivization, branding and specialization

Enterprise mission: to be the most comfortable, healthy and fashionable children's underwear in China

Product concept: quality, innovation, fashion and comfort

Service concept: customer-oriented, sincere unlimited

Management philosophy: respect people, love others, cultivate people, and achieve people

Address: 5th floor, Tianhong shopping center, Baoan Central District, intersection of Xixiang Avenue and Xinhu Road (near Xixiang station of Metro)

Longitude: 113.864525

Latitude: 22.57469

Chinese PinYin : Kuai Le Cheng Bao