Tailor-made dresses and suit on display at Jihua Group Corp Ltd's headquarters in Beijing. The market for tailor-made dressing is huge in China as the number of the rich rises. Zou Hong / China Daily

As an executive of central State-owned enterprises, self-marketing is his very useful measure to introduce products to target customers. "Many orders are made when I wear the new collections and show them to other State-owned executives during group meetings, business negotiations and career-training together," said Li.

Western suits are the most common dress for those businessmen and, once some clients accept the brand and products, they will bring more customers within the bloc, Li added.

Mentioning high-end costume tailoring, people always think of places including Paris, Milan and Hong Kong. In recent years, more and more Chinese businessmen have begun to order and buy Chinese luxury business wear abroad.

"The rising Chinese wealth group has begun to pursue freedom. They no longer adore the well-known brands, but pay more attention to the creativity and quality of products. The high-end, low-key and pure tailoring dressing is attracting more and more rich people," said Kang Yan, senior partner at Roland Berger Strategy Consultants (Shanghai).

The potential market is huge. There are 960,000 multimillionaires and more than 60,000 billionaires in China. They account for a small proportion of the total population, but own 80 percent of the total wealth in the society. Individualization is their pursuit.

"It's abnormal that we don't have high-end costume tailoring in China where there is the most developed textile industry in the world," said Li.

Apart from the one in Beijing, Jihua will open more high-end costume tailoring shops nationwide. The northwest region is its next target market where the company will increase investment and open shops.

Li said strong brand awareness is still essential for high-end tailoring - and it will take a long period to promote Jihua brand awareness in the domestic market.

Over the past decade, China's exports of textiles and clothing have increased to more than one-third of the global number thanks to labor and production cost advantages. Meanwhile, as the labor-intensive industries transferred to more emerging economies, China's domestic market is to be further explored as the new growth point for the industry, China National Textile and Apparel Council said in a report.

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