The medifi coalition presented the brand concept: focus on nature, culture, the spiritual world of consumers, and promote the concepts of nature, comfort, health and environmental protection. Brand style: concise, fashion, leisure, the beauty of decorative integration into the traditional culture of the central and west. The aim of the brand interpretation is to “explain the hymn of eastern women in the unique language of medifi,” based on the deep traditional culture of the central and western world, combining the design elements of the fashion frontier with the elastic traditional embroidery, printing, etc., with a focus on layout and cutting processes, the comfort and permeability of the fabric, the diversity of styles and modern senses, the interpretation of fashion in its own unique way, and the exclusive brand-specific charms that remain. Customer orientation: targeting the core target customers to mature women with cultural connotations and tastes around the age of 28-40 who have dreams and attachments, love life, and insist on everything good. They focus on quality of life, do not blindly follow currents and have their style and taste in dress. Price positioning: spring summer and summer: 98-468 autumn and winter: 158-698 fabrics: mainly environmentally friendly fibres, supported by new fibres or mixed fabrics, emphasis on the quality and touch of the fabric, mudal, tiansai, ketone, high-quality cotton and cotton mix。