Emotional Creativity Designed By Yi Wen

The fifth session

At the China International Exhibition Center, the Fengtai District pavilion has a unique style. The space of 300 square meters is like a pparent gift bag. The bow inside it will open automatically in front of the audience.

The overall design of the booth was undertaken, and chairman Xia Hua said: "we hope to vividly reproduce the past and present of creative Fengtai."

Its growth is a colourful creative story for its audience.

30 thousand VIP Valentine's day received mysterious gifts

When he was a little girl, the founder of Yiwen was very fond of beauty. When he had no money in his family, he dressed his elder brother and sister in the rest of his clothes and changed his style to himself.

In 1992, Xia Hua, 22, resolutely resigned from the career of China University of Political Science and Law teacher, picked up his childhood hobby, walked into the clothing industry, and founded menswear brand in 1994.

After the founding, Xia Hua began to ponder. What kind of man is successful?

Is it based on income or position?

In the end, Xia Hua gave an emotional definition to successful men: after they tried happiness, frustration and honor, they never gave up their pursuit of future life.

Starting from this positioning, Yi Wen has contributed a unique emotional marketing mode to Chinese brands.

This is a story that is widely circulated in the context of our clients. In the morning of Valentine's day in 2003, Yiwen sent a gift to 30 thousand VIP customers through courier.

These Chinese men received an ambiguous gift: a dessert and a bunch of flowers.

The men were so scared that they took the presents to the bathroom when they were not prepared, and secretly opened them. "Forever lovers, Yi Wen", suddenly, the sweat poured out of their heads and thought for a long time before they came back to the taste. "Oh, is Yi Wen not the suit I bought?"

The two words of Yi Wen also spread quickly.

"We spent 1 years advertising on Valentine's day, a total of 4 million yuan," Xia said.

Along this emotional line, Yi Wen has held many exciting activities such as the photo exhibition of Jiao Bo "my father and my mother" and the picture exhibition of beauty in the wind and rain.

Xia Hua said: "other enterprises are spending money to buy eyeballs. Yi Wen is money to touch people's soul."

Virtually, the brand value of Yi Wen is also improving.

1 pieces

24 hours to the customer.

Many successful models often come from occasional events in the Yi Wen enterprises. Once the mode is applied successfully, they will be copied soon.

At 10 in the evening of November 2, 2006, the phone rang, and important clients asked for help: President Somalia Ahmad, who came to Beijing for participation in the China Africa Cooperation Forum, hopes to wear a Chinese company.

Attend the meeting.

Customize a set according to convention.

It takes at least two weeks, and then the curtain is less than 36 hours.

Xia Hua did not hesitate to rush to Diaoyutai State Guest House and let the volume division carefully measure and measure for president Ahmad.

24 hours later, the president wore the clothes of Yiwen to the scene.

This service mode has been rapidly promoted in the context of the Yiwen team, and it has been called the 24 hour fast service mode. Many domestic and foreign entrepreneurs have had the magical experience of putting on a formal dress for 24 hours.

In Yiwen, such as housekeeping advisors, VIP club members and so on, the business community has been delighted.

Discover the way of life

Way

Entering Yi Wen, the creative culture flowing here is scattered in every corner.

In production

Beauty couch, round table, split glass, curved corridor...

It conveys the unique charm of modern and traditional intertwined.

The conference room is a gathering place for wisdom and creativity. The original design of the Zhangmu conference table, which is a hundred years old, emanates light camphor wood fragrance, as if there is a feeling of being in a forest.

"In Yiwen enterprise, even if it is a table, we have to design it ourselves. We don't have the habit of buying products."

Said Xia Hua.

In fact, Yi Wen is no longer a pure one.

Now.

Xia said that in 2005, Yi Wen began to pform.

"When I moved to headquarters, I discovered that our designers were more than just

They can design any object in life. "

In 2006, Yi Wen enterprises first participated in the Beijing cultural fair. This experience has strengthened the choice of Xia Hua. "Participating in the Expo has touched me a lot.

At first, he only designed some small gifts to give back to customers.

But even a key chain and a set of tea sets have unique artistic designs.

"Now Yiwen products are not only clothing, even a tableware on the breakfast table, or a little art that everyone plays everyday," he said. "It has become the main selling product of Yi Wen."

Yi Wen found a way of life design. The core of the road is creativity.

A creative project cost 5 million yuan.

In December 9, 2010, there will be a "four story" on the Digital Beijing Building.

The theme of the fashion show, this is also an extraordinary.

。

Lacquer craft, gold inlay, gold mosaic jade, opera costumes and other fields of craft masters provide a large number of Chinese materials for Chinese fashion: pure hand-made polished jade buckles, seal the symbol of authority in front of the cuffs and cuffs, and symbolize the auspicious "boundless expanse" of the Han Dynasty.

In the past 30 years, the embroidery crafts craftsmen embroidered the "Qingming Riverside" in the clothing, reproduced the exquisite workmanship of Su embroidery.

This Chinese dress provided 5 million yuan of creative funds for a group of young designers who participated in the creative design.

Xia Hua said that in the context of Yi Wen, every unique and workable creativity will be supported by creative funds.

"We are group design, enterprises pay."

As for the implementers of creativity, Yi Wen reserves early.

At present, Ying Wen has signed contracts with 40 international designers from 18 countries and regions and hundreds of designers in China, and has established a consortium of designers.

These ones here

It's not just fashion designers. They cover almost all areas of life.

In the 500 sales networks and platforms that are distributed across the globe, the designers' creativity has room for development.

Next to Yiwen enterprise, a new creative workshop is being built at the headquarters base. This is a creative space of 1000 square meters.

At present, a creative culture center of 17 people has been set up. The average age of these creative talents is 28 years old. They will conduct experiments on creative projects in the creative workshop.