品牌矩阵

Yiku Culture owns two core infant and children's apparel brands that complement each other with differentiated positioning, comprehensively covering children's dressing scenarios from basic underwear to outerwear:
Tengzhi Wood Workshop (Fujimoku) — Skin-Friendly Philosophy · Cotton Expert
Positioned as functional underwear for infants aged 0-4, the brand is dedicated to creating high-quality, high-grade cotton textile products. Its merchandise mainly consists of close-fitting pure cotton knitwear, advocating the concept of "safe, healthy, eco-friendly, and comfortable." In the Autumn/Winter 2020 season, the product age range was extended to 0-14. The brand name carries profound meaning: "children are like vines, parents are like trees" — a vine's growth depends on the selfless support of the tree, symbolizing parental care for their children; "Workshop" implies meticulous craftsmanship, representing the ultimate pursuit of quality. Fujimoku features functional fabrics such as Tianzhu (bamboo) fiber, mint fiber, and mosquito-repellent fabric to address babies' skin concerns.
Pi Nuo Qiao (PO&JO) — Giving Babies Better
Positioned as fast-fashion apparel for infants aged 0-4, it interprets its mission as "giving babies better," emphasizing trendy design and high cost-effectiveness to meet the fashion needs of young parents for their children's daily outfits. Leveraging the company's supply chain advantages, the brand responds quickly to market trends, offering comfortable and stylish clothing choices for babies.
Working in synergy, the two brands not only satisfy consumers' deep-seated demands for quality and function but also balance fashion and affordability, jointly building Yiku Culture's brand competitiveness in the infant and children's apparel field.

Around the dressing needs of children aged 0-14, Yiku Culture has built a complete and clearly structured product matrix covering four core categories — underwear, bedding, outerwear, and knitted accessories — with each category implementing the design philosophy of "safe, healthy, eco-friendly, and comfortable."

Fujimoku is a core infant and children's apparel brand under Guangdong Yiku Culture Development Co., Ltd., founded in 2007. Positioned as a functional underwear expert for infants aged 0-4, its product age range was extended to 0-14 starting from the Autumn/Winter 2020 season. The brand takes "skin-friendly philosophy · cotton expert" as its core concept, dedicated to building a high-quality, high-grade cotton textile brand and advocating the consumer proposition of "safe, healthy, eco-friendly, and comfortable."
The brand name carries profound cultural meaning: "children are like vines, parents are like trees." The vine is a beautiful and flexible plant whose growth depends on the selfless support of trees — only under the protection and uplift of trees can the vine keep climbing upward and thrive. This imagery is exactly like parents' meticulous care for their children: parents support their children's lives with strong arms, while children stretch freely in the nourishment of love. The term "Workshop" means meticulous craftsmanship and dedicated refinement, representing the brand's ultimate pursuit of quality in every product and its reverent attitude toward the infant and children's apparel cause.
In its product strategy, Fujimoku takes close-fitting pure cotton knitwear as its mainstay, insisting on selecting premium raw materials such as combed long-staple cotton, combined with advanced weaving processes such as compact sirospun, and abandoning chemical agents in later fabric treatments in favor of eco-friendly processes such as physical brushing. From cotton to fabric to finished garment, every stage upholds the philosophy of being safer and more environmentally friendly. The brand does not blindly cater to low-price competition, but rather adopts the philosophy of "authentic Cantonese slow-cooked soup" — genuine ingredients plus long hours of gentle simmering — to refine each product, providing consumers with truly high-quality, safe, and reliable infant and children's apparel.

In fabric selection and process treatment, Fujimoku has formed significant differences from conventional industry practices, which is the fundamental reason why the brand can consistently provide a higher-quality dressing experience for babies.
Typical Approach of Conventional Manufacturers:
Selecting low-cost yarns, sacrificing fabric quality for price advantages;
Adopting ordinary weaving processes with limited fabric density and uniformity;
Relying on chemical agents such as chemical softeners and fluorescent whitening agents for fabric finishing in later stages — although this can achieve visually soft, smooth, and clean effects in the short term, chemical residues may irritate infants' sensitive skin;
The overall approach is "using chemical means to compensate for deficiencies in raw materials and processes."
Fujimoku's Approach:
Using the finest cotton: Selecting premium combed long-staple cotton series with longer, finer, and stronger fibers, producing fabrics that are soft, delicate, and durable;
Scientific weaving process: Adopting compact sirospun technology, with tightly structured yarns, fewer surface hairs, and high strength, resulting in garments that resist pilling and deformation;
Later-stage fabric treatment: Adopting a physical brushing process, mechanically creating a soft layer of fuzz on the fabric surface to achieve a naturally fluffy and soft effect, abandoning chemical auxiliaries throughout the process;
Environmental safety philosophy throughout: From cotton cultivation, spinning, weaving to finishing, every stage takes "not harming the baby" as the bottom line, rejecting fluorescent agents and harmful chemical residues.
This technical route of "quality raw materials + quality craftsmanship + physical treatment" enables Fujimoku's products to comprehensively surpass conventional products that rely on chemical finishing in terms of softness, breathability, durability, and safety, truly fulfilling the "skin-friendly philosophy" commitment.

Fujimoku has always adhered to the product philosophy of "eco-friendly and safe," with the ultimate goal of "skin-friendly philosophy, cotton expert." At the level of brand values, we uphold the following core principles:
Uncompromising Quality Standards
Compared with mass-market infant and children's apparel brands, Fujimoku's products are priced slightly higher because we invest costs where consumers cannot see them: from the selection of combed long-staple cotton, the application of compact sirospun technology, physical brushing replacing chemical softeners, to the R&D and third-party testing and verification of each functional fabric — every detail determines the cost. Our philosophy is to provide consumers with the finest, safest, and most environmentally friendly products, advocating a healthier and more secure wearing experience for babies. We do not blindly cater to customers' demands for low prices, because quality products are like the authentic Cantonese slow-cooked soup: it cannot be replaced by quick-fix seasonings; genuine ingredients and long hours of gentle simmering are the best guarantee.
Balance Between Environmental Protection and Efficiency
We pursue fashion and efficiency, but we place greater emphasis on the environmental protection and safety of infant and children's products. In the rapidly changing fashion industry, Fujimoku has chosen a harder but more correct path: using scientific textile technology to integrate herbal plant properties into daily garments, making every product a guardian of babies' healthy growth. From cotton to finished garment, from spinning to finishing, every stage takes "not harming babies, not harming the environment" as the bottom line.
Long-Termism Perspective
The brand does not pursue short-term excessive profits but is committed to building lifelong trust relationships with consumers. We believe that when parents choose their first Fujimoku product for their baby and feel the quality difference, they will become long-term users of the brand and recommend it to more families. This kind of word-of-mouth传播 is more powerful than any advertisement.
Within Small Deeds Lies the Power to Change the World
This is Yiku Culture's corporate belief and Fujimoku's original brand aspiration. We deeply understand that every small piece of infant clothing carries a family's love and expectations. Doing every garment well is contributing to the healthy growth of the next generation — this is our understanding of "changing the world."

Fujimoku adheres to a "minimalist, natural, and warm" design language in its retail visual presentation, which is highly aligned with the brand's positioning of "Skin-Friendly Philosophy · Cotton Expert."
Color System
The palette is dominated by nature-derived colors such as earth tones, natural cotton white, bamboo green, and mint blue, complemented by soft macaron shades, creating a sense of safety, comfort, and healing. High-saturation fluorescent colors are avoided to protect babies' visual development while conveying an eco-friendly philosophy.
Retail Display
Physical stores and mall counters use log-texture display fixtures, cotton-linen fabric decorative backdrops, and natural-light simulation lighting systems to create an immersive "second skin" shopping environment. Products are displayed by functional fabric category (rather than purely by style), allowing consumers to intuitively understand the core function of each garment while browsing—such as "Tianzhu Fiber Zone," "Smart Temperature Zone," and "Mosquito Repellent Series Zone"—reducing decision-making costs.