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Guangdong Kaidi Group has dedicated itself to exploring home fashion lifestyles, aiming to expand the development of the home furnishings industry with unique Chinese characteristics. By adopting a multi-brand business strategy, the company caters to the needs of modern, stylish households and has become a key trendsetter in China’s home furnishings sector.
The group has successfully established several well-known brands such as "Liu Ying Li Ying," "Family," "New Family Family," "Pai Bang Nu," "Yi Family Family," "Super Baby," and "Infant Neai." These brands cover a wide range of products including pajamas, loungewear, casual wear, undergarments, maternity wear, children's clothing, and more. Within just a decade, Kaidi transformed from a small underwear manufacturer into a leading home furnishings enterprise, achieving annual sales exceeding 300 million yuan.
Chairman Ma Qingling emphasizes that using fashion culture to reshape the perception of home apparel is central to Kaidi’s growth. The company focuses on creating comfortable, stylish, and functional homewear that reflects the evolving lifestyle of Chinese families.
Kaidi’s approach to home fashion goes beyond traditional clothing. It explores how people dress for different moments at home—whether it’s morning wear, leisure time, or family activities. The brand integrates international design insights, collaborates with experienced designers, and invests in advanced production technologies from Japan, Germany, and France.
At its Shantou production base, Kaidi produces luxurious homewear made from high-quality materials like silk and combed cotton, featuring rich Southeast Asian and Central Asian influences. The designs emphasize comfort, elegance, and a relaxed, romantic aesthetic that resonates with modern urban women.
Ma Qingling believes that homewear is not bound by strict fashion rules. It offers freedom and self-expression, while still playing a vital role in shaping family life, conveying emotional connections, and reflecting cultural values. This philosophy drives Kaidi’s continuous innovation in home fashion.
The “New World Family†line targets high-income, culturally conscious households, offering tailored European-style designs that combine comfort with beauty. Through a variety of products—from casual wear to luxury accessories—Kaidi helps people cherish their time at home.
Another successful initiative is the “Family†line, which uses love and emotion as its core theme. It appeals to parents, children, and couples, turning heartfelt desires into fashion statements.
With over 2,000 new products launched each quarter across major cities like Beijing, Shanghai, and Guangzhou, Kaidi continues to grow rapidly. Recently, the company invested heavily in the first China Homewear Design Contest, aiming to discover and nurture talent in the home service industry.
Through product differentiation and strategic communication, Kaidi has maintained a 50% annual growth rate for five consecutive years, solidifying its position as a leader in the home fashion market.