Interview With President Xia Hua Of Yiwen Enterprise Group

Reporter:

How many brands does the group have?

Xia Hua: there are four brands. Yi Wen EVE is the earliest one. It is also the main brand. Notting Hill, Kevin Kelly, Jess and Puri are all designed for men.

Reporter: these brands have very strong professionalism. What are the specific aspects?

One aspect is the professionalism of production design, because men's clothing is highly tailored to special techniques, including the entire design line, the color, concept and style of the design, and more importantly, professionalism can be distinguished from other brands, and even the leading position in this industry is the marketing mode and service mode. It should be said that the marketing mode has always been traditional marketing and emotional marketing. It has not only been the relationship between the brand and the consumers, but sometimes it has become an alternative friend and even a babysitter and family. Because our brand is free to wash and manage for life, and some customers once bought, we have a very good friend relationship with our brand and our shop assistants. Xia Hua: Three

Reporter: it is called low-key luxury. What do you think of it?

Xia Hua: the relationship between brands and consumers is any brand. All designers, including all service personnel, are designed and served to satisfy customers' satisfaction. It should be said that Chinese consumers are influenced by Confucian culture, and they like low-key and exquisite feelings.

To bring them more is to consider their needs from the perspective of people, to reflect their feelings.

Therefore, Yi Wen has always been like this. It is brilliant, atmospheric and inclusive, but it is luxurious in the bones.

Interviewer: how many times did Yi Wen attend the costume forum?

Xia Hua: it should be said that Yi Wen got involved in the forum very early, and there were many speakers in the forum.

Last year, I also had the honor of hosting the forum. It should be the fourth time.

Reporter: what is the biggest benefit to Yi Wen in this forum?

Xia Hua: to participate in this forum is not only to Yiwen, but also to all the entrepreneurs who participate in the forum.

The forum is to remind China's clothing entrepreneurs that they should think about two issues at the highest angle of the clothing industry. This year, the forum once again concentrated all entrepreneurs on management and innovation. Every enterprise is faced with different opportunities for development. In the first five years of the first year, Chinese clothing enterprises are faced with the bottleneck of how to expand the market.

In the second five years, every enterprise is facing the bottleneck of management. Our forum began to focus on the internal culture of the brand and talk about the strict management of the brand enterprise.

I am also advocating that next year's forum will give more guidance to the problem of the occupation of Chinese garment enterprises. It should be said that in the third five years, all Chinese garment entrepreneurs will face strategic thinking. Shall we continue to rush ahead, and we will rush to the top again after five years of implementation.

Reporter: the theme of the forum is innovation and management. Where is the next step of innovation?

The innovation of Yiwen won the brand innovation award last year. At the end of the year, CCTV innovating China, Yi Wen is the only clothing brand. The form of a garment enterprise has entered the CCTV brand innovation industry, because other brands are IT brand and technology brand, only Yiwen is clothing brand.

When I interviewed the CCTV reporter and the host, I said so.

The clothing enterprises are faced with greater innovation, not only the innovation of product style and fabric, but also the innovation of terminal service mode and marketing mode, and the innovation of the end is the involvement of the fashion industry in the fashion industry. The clothing brand has basically started to become a fashionshow, not only about clothing and design, but also about life. Our idea is not only responsible for selling clothing, designing clothes, but also paying attention to dress and clothing. It is more important to solve the problem of privacy of Chinese men, including their guests in fashionshow, including their hairstyles. All the details of life can be solved here, which is the 24 hour fine service of nannies, becoming a span innovation in the future marketing mode of Yi Wen clothing. In fact, many people do not understand how clothing brand mentioned such a high degree, I think it is just China.

Reporter: last question, what is your understanding of luxury goods?

Xia Hua: the luxury brand in China is the hot spot of the last luxury in the world. My understanding of luxury goods is like this. At the very beginning, when people consumed luxuries, they not only valued their quality and design and creativity, but also their classics. They might more value the promotion of luxury goods on personal taste and even their personal adorning.

The purchase of luxury goods will find a question mark in the mind, that is, whether luxury is just a symbol that can bring value value to people, whether it represents only LV, whether it represents only a series of international brands. In the future, it will be born by Chinese people to produce real luxury goods in China's own brand. They not only have the international fashion concept, but more importantly, they bring the truly valuable Chinese cultural elements into our fashion industry. Kevin Kelly, who is under the banner of Yiwen, builds their own luxury goods, not only using the most expensive fabrics, the best fabrics in the world, but also hand embroidered on our clothes, and collecting the fast lost handicraft, making them by hand embroidery. But today I think it's a real analysis of China.

We asked the famous old engraving workers to quickly engrave words and symbols on the buttons of clothing, and even engrave the international suits and buttons into the most valuable ornaments. The future luxury goods pay more attention to the connotation rather than the surface form.

Reporter: Thank you for accepting our exclusive interview.