Fujian Qipai Fashion Hong Xiaofeng: Restoration Of Chinese Costume Culture

At the end of 2005, Fujian Qipai Fashion Group Limited launched a high-profile attack at the then China Fashion Week, and announced that Wu Xuekai, the famous designer and the Golden Summit Award, should be the chief designer.

In the view of the industry, this is the symbol that seven cards begin to hold high the banner of design, drive into the track of all-around brand building, and further expand the brand strength.

In fact, before that, as the famous men's wear brand in Fujian, Qipai has been spared no effort in brand building, and the national costume culture is an important weight for the company in the brand market.

"Qipai put forward the concept of" fashion China "in 2004, fused the elements of twenty-first Century, and joined the Chinese characteristics of collar, Tang button, embroidery and other crafts to create oriental charm. Hong Xiaofeng, deputy general manager of the company, said:" the brand culture of Qipai is Fashion China. It pursues different from the public. It is spreading a voice: the Chinese are patriotic, which is the manifestation of Qipai. "

Hong Xiaofeng used a very original metaphor to describe what he called "pursuit of difference".

"To implement this difference is the" Chinese collar "that the industry and consumers are familiar with.

Restoration of Chinese costume culture

By means of brand connotation, we convey the essence of dragon in the artistic conception of "Fashion China". We are determined to let national culture return and restore in the clothing field.

In the company's opinion, only clothing that makes brand culture can create myth and become the real leader of China's clothing industry.

In the company's bright office, Hong Xiaofeng expounded his "Fashion China".

"Chinese national culture has been missing for a long time in fashion dictionaries. On important occasions, suits are the only choice for Chinese men. This is the embarrassment of Chinese costumes", Hong Xiaofeng said. At the same time, he asked rhetorical questions, "why can't we have traditional costumes that contain excellent Chinese traditional culture?"

In Hong Xiaofeng's view, the Chinese garment industry has not yet carried forward the Chinese culture. "Most of the three men's clothing schools in Quanzhou, Ningbo and Wenzhou are adapting to foreign cultures." Hong Xiaofeng said, "we want to make national culture, create a fashion with Chinese characteristics, and eventually rewrite the history of imported fashion."

Hong Xiaofeng's desire began to hatch in 2003.

As a new generation manager of the company, Hong Xiaofeng has a deep understanding of China's clothing industry. He knows that if he wants to get ahead of thousands of garment enterprises in China, seven cards must have their own characteristics.

"We want to spread a voice, Chinese clothing can inherit the essence of culture, but also can be anti tradition. We are looking for such a form of expression."

Hong Xiaofeng said.

He wants to find a breakthrough for seven cards in the two converse propositions of fashion and tradition. At the same time, he conveys this idea to the designer of the company.

In the winter of 2003, in the design draft of many different versions of the designer, Hong Xiaofeng saw the "Chinese collar" - a strong, elegant and firm national flavor - which was totally in line with his original intention.

However, this road to explore is also difficult.

Just when the Chinese collar collar series is to be defined as the "seven card banner", there are sudden changes inside the company. Shareholders of the company are not willing to take risks with Hong Xiaofeng.

In their view, the Chinese men's clothing market, which dominates the western style clothes market, is selling the tradition. It is even unrealistic to compete with the customs and advocation of the imported culture that dominates the development of Chinese modern garment industry.

The views of shareholders may be the true portrayal of the fashion attitude of China's men's wear market. Hong Xiaofeng, who is determined to walk on the road of innovation, has withstood the pressure.

In 2004, the company finally decided that the Chinese style collar was formally put into production and appeared at the 2004 China International Clothing and accessories fair.

Before appearing at CHIC2004, the Chinese style collar series of Qipai was named the later "Chinese collar", which was put forward by Hong Xiaofeng in a brainstorm of brand discussion.

"China" is the key word and breakthrough point.

Hong Xiaofeng said that in the subsequent operation of Chinese style collar, there was always a strong national flavor of "Chinese culture".

In fact, the breakthrough that Hong Xiaofeng sees is very challenging: he wants to influence Chinese clothing consumption through the return of Chinese national culture.

This is a strategic choice for the Chinese standing collar and the seven cards of the cultural pformation and return banner.

Chinese operation

Hong Xiaofeng was very excited when he mentioned the performance of the Chinese standing collar at the Chinese clothing and accessories fair. "When people saw this kind of clothing that contained national charm and modern fashion, they expressed surprise and admiration."

Hong Xiaofeng always thought: "only the national is the world". In his view, the national culture is the turning point of the development of Chinese clothing brand. After that, he put more energy on the innovative marketing of products, and at this time, the company still insists on taking the culture of the Chinese nation as the main axis.

In the image endorsement, Jet Li became the first choice of seven cards.

This is not only because of his Chinese descent, but also the indomitable fighting spirit and the spirit of failure and bravery in his image.

The martial arts and the bamboo sea in advertising are the essence and charm of Chinese traditional culture.

Meanwhile, during the 2004 European Football Championship, the company invited Figo, captain of the Portuguese national football team, to join the host soccer team. With the help of Figo's appeal in football, the Chinese fans' mind quickly set off a "Chinese collar" whirlwind.

Then, on the occasion of the 3rd Anniversary success of Beijing's bid for hosting the Olympic Games, the company held a massive Chinese Taijiquan performance in Beijing Millennium Monument.

In this event, the company once again chose Wushu as the starting point of Chinese quintessence. Wushu is not only a sport, but also an important part of Chinese traditional culture.

Taking this activity, Qipai expressed its desire to focus on Chinese Wushu, promote national culture and uplift the national spirit.

In fact, these marketing strategies and activities are centered around a theme, that is, "the return of Chinese clothing culture."

The seven card is so devoted to the Chinese culture of the Chinese standing collar that it is the combination of the Chinese collar and the cultural elements with five thousand years of deep foundation.

In the company's view, the root of Chinese culture and the fashionable consumption experience are the core products of the Chinese collar's innovative marketing.

In fact, how to promote the concept of "Fashion China" in a new marketing way has always been Hong Xiaofeng's thinking.

Over the past few years, Hong Xiaofeng, who has been responsible for sales and advertising in the company, has a considerable understanding of the Chinese men's wear market.

"I think the domestic menswear brand has no real sense of brand, and has a certain distance from abroad."

Hong Xiaofeng said that the increasingly fierce market competition in China has made him fully aware of the importance of innovation in product development, marketing and promotion to the survival and development of enterprises.

"For the enterprise, every year's innovation can make some progress. The two innovations of Qipai, the rhinoceros pants and the Chinese collar have achieved very good results in sales," Hong Xiaofeng said. "So I think brand culture is very important for a clothing brand.

"At the same time, he still stressed the product until the national elements of brand culture.

In his view, the future of Chinese clothing includes both Chinese and national elements in products and brands. We must fully tap the traditional Chinese culture to form a Chinese style clothing style, but brand culture should have a good combination with specific products, and should be closer to consumers, fashionable and popular, not only cultural demands.

Perhaps it is because of the idea that culture and products complement each other that Hong Xiaofeng will be more optimistic about the Chinese standing collar that flaunted the elements of Chinese traditional culture.

In the eyes of Hong Xiaofeng and other companies, the Chinese culture of Qipai determines the company's management style and many other corporate behaviors, which directly affect the fate of Qipai.

In fact, the corporate culture of Qipai may be largely based on the characteristics of the company's organizational structure. Like most private enterprises in China, especially the private clothing enterprises, Qipai is also a family business. This allows companies to invest more in families, nationalities and traditions.

Many people in the industry have different opinions about Hong Xiaofeng's theory that "traditional family businesses are outdated".

This model is not only quick to respond, but also to the company's internal solidarity, "says Hong Xiaofeng, but he also acknowledges that family businesses are incompatible," there is a possibility that there is no place for development. "

But this does not affect the development of Qipai.

"My research on foreign brands has found that all the famous brands in the world are handed down from generation to generation."

Hong Xiaofeng said.

The company also planned this early. "Under the leadership of seven card holders, it is mainly to train professional managers within the family business."

The longer term planning still comes from the combination of tradition and fashion advocated by the company.

In Hong Xiaofeng's view, the company has been trying to "let Chinese national culture permeate the international stage of clothing, so that more people can see that China also has boutique men's clothing."