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"Prince Edward" children's clothing joint creative culture to create a new model of children's wear brand
In recent years, the children's apparel market has grown rapidly, prompting many fashion brands to enter this sector. However, due to an imbalanced industrial structure, the market has become highly saturated, leading to a wave of brand consolidation. As a result, price competition has become the most common and effective strategy among brands. To counter product homogeneity and avoid destructive price wars, differentiation through strategic management has emerged as a key approach.
Amidst this challenging environment, "Dragon Prince" — a subsidiary of Prince Edward Dragon Holdings — took a unique path by focusing on cultural security. The brand invested tens of millions of yuan in collaboration with the Central Propaganda Department to produce large-scale animated series such as "Ancient Chinese Scientists." This initiative helped shape the cartoon mascot "Dragon Prince," creating a distinct Chinese animation star. By integrating animation, children's clothing, and related products, the brand developed a comprehensive industry model.
The establishment of the "Dragon Prince Theme Living Museum" chain served as a crucial distribution channel. Embracing the principle of "animation service brand supporting the brand," the company aimed to build a new cultural industry model tailored to China's conditions, featuring a complete industrial chain. This strategy led to rapid growth for the "Dragon Prince" brand, with over 150 franchise stores added within six months and annual sales reaching tens of millions of dollars.
Founded in October 2005, Prince Edward Dragon Culture Communication Co., Ltd. conducted thorough market research early on and identified the intense competition in the domestic children's clothing market. With half of the market dominated by foreign brands, the company sought to differentiate itself by leveraging the growing support for domestic animation. Adopting a "Wei Wei Zhao"-style strategy, it entered the animation industry, cultivating the "Dragon Prince" cartoon character to promote its children's clothing brand.
By building a full animation industry chain that included animation, children's wear, and derivative products, along with the "Dragon Prince Theme Living Pavilion" chain, the brand successfully expanded both domestically and internationally. The animated series "Dragon Legend - The Story of Ancient Chinese Scientists" was produced with a 35 million yuan investment and aired on CCTV and over 200 stations across China. It also gained international exposure, reaching Singapore and European and American markets.
The series was not only loved by children but also received widespread recognition from the government, society, parents, and educators. To capitalize on the popularity of animation, the company released a 3D short film titled "Prince Edward" and invited a famous star to perform "Dragon Prince’s Song," enhancing the brand's appeal through celebrity influence.
Currently, the upcoming animated project "Dragon Prince’s Home Alone" is set to further boost the brand's visibility. In addition, the company introduced the "Prince Edward" children's clothing line, featuring two cartoon characters—“Dragon Prince†and “Dragon Babeâ€â€”to create gender-specific collections. Using cost-effective yet stylish fabrics and emphasizing a warm brand concept, the brand closely aligned with children's daily lives and emotional needs.
Targeting young parents born in the 70s and 80s, the brand combined traditional culture with modern civilization to provide a nurturing environment for children's growth. The retail experience at "Dragon Prince" stores emphasized emotional intelligence and happiness, creating a "Dragon Prince Growth World" museum to offer a harmonious and child-friendly shopping space. Features such as play areas and toys were incorporated to make the shopping experience more engaging and meaningful.
Moreover, the company paid close attention to the artistic details of its clothing design, ensuring a cohesive aesthetic between garments, accessories, and props. This approach created a strong thematic identity, helping children develop a sense of national pride and appreciation for a fulfilling life.