Started in Japan in 1954, it is affiliated to Chiquhui Co., Ltd., and is focused on the research, development, design, production and sales of infant and children's clothing series.

Shanghai Qianqu Trading Co., Ltd. was established in 2006 and is fully funded by Qianquhui, a largest comprehensive mail order company in Japan. It mainly conducts retail and wholesale business in China. BELLE MAISON, a well-known women's clothing brand under the company, targets white-collar women aged 25 to 40 as the main target consumer group.

Since its launch in the Chinese market, BELLE MAISON has opened specialty stores in many major cities in China. At the same time, customers can also purchase through BELLE MAISON's official Chinese website.

BELLE MAISON is a female fashion brand that sells NO.1 in communications under Japan's Qianquhui. It is an online store centered on products from Japan's larger communications mail order catalog. Bemicon has a unique Japanese style and exquisite details. The humanized design and comfortable fabrics are the reasons why Japanese women buy it. The publicity magazine has more than 100,000 copies nationwide and has a wide influence.