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Jing’an Kerry Center. Shanghai, China

brand experience and a full brand concept, so we’re looking forward to returning to those plans in the near future,” adds Co-Founder Jiang Li.
Offline expansion has been rapid since the launch of its first store in 2017. This month they’ll be opening a flagship store in the heart of
Shanghai’s high-end fashion and lifestyle district at Jing’an Kerry Center. The new store will present a new concept of their retail practice,
showcasing a full line of products and featuring exhibitions on topics such as their brand concept of uniting ‘mind and body’ in comfort.
“The fundamental idea behind this new concept store revolves around a woman’s body, for example, you will discover that there are many
curved shapes and outlines, designed to express the silhouette of a woman’s body and the fluidity of her spirit,” explains Liu.
Everything the company does, be it brand campaigns or product design, it comes from a place of understanding a NEIWAI woman. The idea
is to be this companion to her in her everyday adventure and in every precious moment this is infused into their product design.
“We continue to push ourselves internally on creating a more inclusive product scope to fit more body types, more scenarios and lifestyles.
We aspire to highlight how woman in our ages have grown internally,” adds Li.
Wherever possible, the company prefers to meet its customers where they are, then guide them to a curated space that allows them to
not only shop NEIWAI, but to experience NEIWAI. In China, this is done through distinctive store design, whilst in the US emphasis is placed
more on social media interactions and online branded experiences. The founders believe value is key in creating customer loyalty, and value
is in more than just product. They explain that creating value through customer interactions, whether offline or online, is the most important
way to ensure their customers remain their customers.
Ever since the brand launch in 2012, it has treated social media platforms as a vital channel to connect with its consumers, and for them
content is pivotal – honest, fresh and compassionate content. In China, Wechat, Weibo and RED are the main brand communication channels,
whilst they’ve also enjoyed success on Instagram and Facebook while at the same time growing on other platforms like YouTube and TikTok.
Influencers have been instrumental to their growth on social media and NEIWAI has noted how it is becoming increasingly important for
brands to seek out key opinion leaders (KOLs) who will enjoy the product and who have audiences who will do likewise.
With such a strong brand identity, what does Liu feel is the ethos of NEIWAI?
“Women’s freedom of expression, both in body and mind, are the primary goals of everything NEIWAI designs and produces, and we are
committed to proving that to every customers in every sale. We want our customers to experience unparalleled comfort and support, and
the entire team shares that goal.”
As the interview comes to a close, we ask Li what lies ahead and what particular challenge faces the company in the near future?
“The balance between the scale of the brand and its core values is something a brand at our stage needs to find. It’s a very nuanced process.
For us, not only do we aspire to evolve into a great business success, but also become a brand that has a voice for women, and eventually have
actual influence on the society as a whole. Brand culture and value is something we hold very dear to our heart and we are confident that this
will be a fundamental pillar that supports the brand to be long-lasting and prosper.”

MAY 2021 RETAIL & LEISURE INTERNATIONAL 21