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The Guangdong Kaidi Group has long focused on the study of home fashion lifestyles, striving to expand the development of the home furnishings industry with unique Chinese characteristics. By adopting a multi-brand business strategy, the company aims to meet the growing demand for stylish and functional home apparel, positioning itself as a key player in China's home furnishing sector.
Kaidi’s Flower Liying Brand is one of the many successful ventures under the group. From its early days as a domestic home service provider, Kaidi has evolved into a large-scale enterprise integrating R&D, design, manufacturing, and sales. The brand has made significant strides in promoting Chinese fashion both domestically and internationally, launching seven popular home fashion lines such as "Liu Ying Li Ying," "Family," "New Family Family," "Pai Bang Nu," "Yi Family Family," "Super Baby," and "Infant Neai." These brands offer a wide range of products including pajamas, loungewear, casual wear, underwear, maternity wear, children's clothing, and more, catering to diverse family needs.
In just over a decade, Kaidi transformed from a small underwear manufacturer into a major home furnishings group, achieving annual sales revenue exceeding 300 million yuan. According to Chairman Ma Qingling, the integration of fashion culture into household apparel has been a driving force behind the company's growth. This philosophy has led to innovative designs that reflect modern lifestyles while maintaining comfort and style.
Kaidi has also placed a strong emphasis on home culture, recognizing that clothing plays an essential role in shaping family environments. The company has developed a range of homewear, from intimate sleepwear to leisure and gardening clothes, focusing on functionality, comfort, and aesthetics. To support this vision, Kaidi has invested heavily in advanced production technologies from Japan, Germany, and France, ensuring high-quality craftsmanship and design innovation.
At the Shantou production base, workers craft luxury homewear using premium materials like silk and combed cotton, blending Southeast Asian and Central Asian influences into their designs. The attention to detail, vibrant colors, and elegant patterns reflect a modern, feminine, and relaxed lifestyle.
Ma Qingling emphasizes that homewear should be comfortable and free from social constraints, yet still serve as a meaningful expression of family values and personal taste. Kaidi’s approach combines fashion with emotional connection, creating products that resonate with families across different generations.
Through initiatives like the “New World Family†line, Kaidi offers high-end home furnishings tailored to affluent households. The brand focuses on comfort, elegance, and functionality, offering everything from luxurious pajamas to skin-friendly towels and warm accessories. The “Family†line, meanwhile, highlights emotional connections through colorful designs that appeal to parents, children, and couples alike.
With over 2,000 new products launched each quarter, Kaidi has expanded its reach nationwide through marketing centers in major cities like Beijing, Shanghai, and Guangzhou. Recently, the company sponsored the first China Homewear Design Contest, aiming to discover and nurture talent in the home service industry.
Thanks to its differentiated product and communication strategies, Kaidi has achieved a consistent 50% annual growth rate, solidifying its position as a leader in the home fashion market.