High End Men'S Wear Is Intended To Introduce Foreign Industrial Capital.

Beijing's Yiwen shareholders are all made up of natural persons, of which the founder of the company, Xia Hua, owns more than 50% shares.

14 years ago, Xia Hua resigned from China University of Political Science and Law to join the garment industry. At present, Yiwen has 4 independent brands.

Recently, Beijing Yiwen president Xia Hua told the first financial daily that Yi Wen has begun negotiations with many international companies.

Xia said that it had explicitly rejected the pursuit of venture capital and chose the direction of cooperation with well-known foreign industrial capital.

Yi Wen did not reveal the list of negotiators in Beijing. "We have signed a confidentiality agreement", but "there will be a complete framework in 2009."

Beijing Yi Wen believes that the combination of garment industry and capital market is imperative.

In the booming fashion industry, many enterprises have introduced large-scale venture capital to increase sales and store numbers after introducing venture capital.

However, Xia Hua does not think that this road is suitable for Yi Wen. "Large-scale expansion in pursuit of quantity will affect the high-end brand image".

Based on this consideration, Beijing Yi Wen chose to contact foreign industrial capital rather than venture capital.

Beijing's Yiwen shareholders are all made up of natural persons, of which the founder of the company, Xia Hua, owns more than 50% shares.

14 years ago, Xia Hua resigned from the China University of Political Science and Law and threw herself into the clothing industry. "At that time, University Teachers earned only 300 yuan a month, and how could they not have a good life". After that, Xia Hua started from a salesperson and started to set up his own company. At present, he has 4 independent brands: EVE, NOTTING HILL, Kevin Kelly and JAQUES PRITT.

"Our price is from 3000 yuan to 9000 yuan," Xia Hua told the first financial daily. According to the data of the first half of 2007, it now has nearly 400 stores, covering more than 60 cities throughout the country, and hundreds of millions of dollars in sales.

In domestic clothing enterprises, Yiwen has strong design strength. In terms of clothing, it has 22 designers and 6 gift designers.

"Before we were designing to study in Italy, learning Europe", and now, Yi Wen began to carry out basic research and development. In 2007, creative culture studio and craft master studio were set up, and artistic elements and inspiration from Chinese Ming and Qing furniture were integrated into fashion brands.

At present, Yi Wen is already known as the most famous men's clothing brand in China. However, Yi Wen seldom appears in TV advertisements, but is directly communicating with customers. This is considered by Xia Hua to be one of its biggest competitive advantages: "the heart of a guest is the nearest place from the wallet. To be a man's business, we must grasp the heart of the guests, especially men's clothing."

At present, it has 64 VIP customer databases, and VIP customers receive the blessing from Essen on their birthdays and important festivals.

On Valentine's day in 2003, Yi Wen made tens of thousands of men in Beijing bump into "peach blossoms": desserts, roses and "your eternal lover, Yiwen" card, which has been handed down as an industry's favorite phrase at a time.

"In the past 14 years, we have accumulated 14000 emotional stories related to customers."

"The introduction of foreign industrial capital will also help to lead Yi Wen to foreign markets."

Xia Hua said.