MOUSE&Nbsp; JI: Nanjing People Conquering Europe With A Pair Of Scissors.

The Buddha

Chinese MOUSE JI

At the end of last year, when the first wave of financial tsunami crossed the the Atlantic in Europe, the reporter tried to contact him.

On the phone, he was speaking in Paris.

After a rather hard persuasion, he finally agreed to be interviewed.

At the appointed time, he changed his mind again.

The reporter judged that the Nanjing people who sold their own brand clothes in Paris must have been in trouble.

Three months later, second storms came...

When reporters saw him in Nanjing, "I beat MOUSE JI into the" old Buddha "!" Ji Ping Sheng was in danger of seeking danger in the storm. "He became the first and only Chinese who used scissors to attack the world's most fashionable Town," the old Buddha "shop.

Recently, MOUSE JI has entered the Hangzhou Tower shopping mall and held a fitting test for spring and summer 2011.

MOUSE JI brand new spring and summer clothing is mainly made of black and white ash, with stereoscopic cutting on the style, straight line and cocoon shape, and a full sense of design.

On the new product launches fitting conference, Chinese and foreign models, such as multiple layering and other matching methods, perfectly plate the unique style of MOUSE JI brand, fully integrating the oriental traditional culture and western modern flavor.

The simple and fashionable MOUSE JI2011 spring and summer new products, once again attracted the attention of the fashion industry by the Nanjing people who conquered Europe with a pair of scissors.

Lord Buddha set "Hong men banquet"

"Iron shirt" cleverly broke the "Eighteen arhat"

Lao Ji is a low-key man. His name is rarely known to the Chinese except for very few people in the industry.

Even if he sent his brand MOUSE JI to "Lord Buddha", you could not find some relevant information on Baidu.

And this is not a trivial matter, either for himself or for China's entire clothing industry.

This means that Chinese brands finally have a place in the highest Hall of world fashion.

Paris is the world's fashion capital, and Paris's old Buddha's department store is a collection of the world's most high-end fashion brands.

If a designer's work can appear on the stage, it means that his achievements have been recognized by the world, and at the same time huge business success is near.

It's a fashion designer's dream to enter "old Buddha". It's no exaggeration.

At present, "Lord Buddha" has accepted nearly two thousand top women's clothing brands in the world, and fewer than one hundred thousand brands that want to squeeze in each year.

"Booth" is limited, so it is difficult to squeeze it into the sky.

"There is no shortcut to go, we can only speak on our own quality."

Lao Ji was invited by Lord Buddha in early February.

Before that, "Lord Buddha" carried out a nearly rigorous examination on his brand MOUSE JI.

At the beginning of 09 years, Lao Ji took MOUSE JI to participate in the "world boutique brand exhibition" in Barcelona. On the 29 day, she fought in the "Paris designer Exhibition". During this period, "Lord Buddha" took six people to the MOUSE JI booth in three person group and eighteen groups.

The six group of judges, acting independently, are not ventilating each other. It is not easy to pass the six groups of assessors through examination.

Lao Ji said he was very nervous at that time.

Fortunately, this tormented tension lasted for only a few days. "Lord Buddha" sent an invitation: six groups of judges agreed that MOUSE JI was in line with the standard, and invited MOUSE JI to enter laowai this fall.

"Iron shirt" cleverly broke the "Eighteen arhat", Lao Ji became the first and only Chinese stationed in "Buddha".

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Disguise as a foreigner for a wedding dress

His name is MOUSE JI.

Today, MOUSE JI is exported to dozens of countries and regions in Europe, Japan, the United States and the Middle East. In the world fashion industry, MOUSE JI is both a well-known clothing brand and a fashion designer's name.

Outside China, no one called him "Ji Pingsheng". "At the beginning, he was not used to it. He cried too much and he didn't care."

Lao Ji began his career as a designer in 1993, and at that time he was just 30.

In 1993, he broke the iron rice bowl and resigned from the foreign trade company and ran a garment company with only 3 people, including him.

At first, he was not sure that he could do well, because he did not do foreign trade in the foreign trade unit. He graduated from the ceramic art major. He was the main attack of the art design. So he can only start from a relatively simple, home textile export, and home textile is a bedspread, tablecloth and other indoor decoration supplies.

"I have better luck."

Luck in old Ji Kou means that he met an Italian in those days.

This person is a customer of his home textile export.

Italians appreciated the design talent of Lao Ji and praised his home textile design. After hearing that he had the intention of designing clothes, he suggested he go to Italy for further education.

Lao Ji went to Italy in the second half of 1993 and studied fashion design in a fashion school in Milan.

This is quite a key experience.

"Milan is really a fashion capital, even more pure than Paris."

In addition to the classroom, Lao Ji also moved his learning place to the whole of Milan. Classical Milan, modern Milan, architecture, sculpture, streets, shops, almost 3 years, Italy culture, every bit of European culture, breathing in general into his thoughts and feelings.

In 1996, he returned to Nanjing to design the first batch of clothes belonging to his "brain".

It is surprising that the style of the works is cosmopolitan.

When Chinese colleagues are still intoxicated with the outdated thinking of "China is the world", the world's old gilt has come directly to Europe.

This style was immediately successful in the Canton Fair.

That summer, a long queue of European customers flocked to Lao Ji booth, and French, Germans and Spaniards, who had all kinds of accent english, scrambled to bargain with him. Orders kept on for a while. According to the Hongkong Wen Wei Po at that time, the carpets of the booths were all worn out because of "full suffering".

From 1996 to 2003, Lao Ji's clothing business has never been dull.

He designs the style, the European customer looks like the order, pays the deposit, he organizes the production, affixed the European brand trademark delivers.

This business process is known as ODM in the industry.

Although compared with the vast majority (99%) of OEM made by domestic counterparts (foreigners design, the Chinese produce OEM), Lao Ji has already had a certain technical content in his own design style, but the finished products are still affixed with foreign brands (trademarks).

In the 9 year, Lao Ji had to pretend to be a foreigner in the time of winning a war of resistance.

Six seasons in three years

MOUSE JI "conquer Berlin"

It is the dream of every fashion designer to make his own brand and to bring his feelings and imagination into full play through the brand.

It's easy to say and hard to do. After all, it's Europe's main outlet for world fashion.

Although there were also Chinese designers, because of a certain opportunity,

At a fashion show in Europe, the show is shining. But after all, the show is a show. Actually, no Chinese brand can stand in Europe.

Lao Ji does not believe in this logic. He is determined to make his own brand.

The world's annual clothing exhibition is numerous, but only one German sponsored "world boutique brand exhibition" is most popular.

His European friend recommended that he try to participate in the exhibition, "take a chance". If he is accepted, it means a stable order.

In 2003, Lao Ji registered MOUSE JI and had the courage to send his design style to the Organizing Committee of "world boutique brand exhibition".

After receiving the application, the organizing committee has a bright eye, but with their "experience", they do not believe that these costumes are from the hands of a Chinese, because no other country except Japan has participated in the "boutique brand exhibition".

"It's hard to believe that these pleasing works are original."

They replied to Lao Ji, expressing his appreciation of his design, but they asked Lao Ji to send pictures and samples of their costumes to them for three consecutive 6 seasons, so that they could examine them.

This obvious distrust deeply hurt Lao Ji, but from another point of view, it also confirmed the authority of the "boutique Exhibition", so he sent it for three years as requested.

At the end of 2006, he got the invitation of "quality exhibition" and became the first Chinese designer who was eligible to participate in the "boutique Exhibition".

In January 2007, MOUSE JI appeared in the "boutique Exhibition" in Berlin and Barcelona. Like the 1996 Canton Fair, MOUSE JI once again became the focus of the exhibition. The booth was crowded with distributors, agents and people from all over the world.

"Tasty", "too refined", "advanced", and praise praise.

Interestingly, miss Nina, director of brand review of "boutique Exhibition", showed up at the exhibition, and offered to Lao Ji to buy MOUSE JI herself.

"It's a surprise."

Lao Ji felt great emotion.

By the end of 2007, Lao Ji had registered his company in Paris.

He is in the two district of downtown Paris, and is also a high-end fashion concentrated area in Paris. It has built a 150 square meter exhibition room and a 500 square meter warehouse.

So far, the marketing network of Paris, which has been radiated to Italy, Germany, Holland, Spain, Greece, Ireland, the United Kingdom, Canada and Japan, has been formed, and the network circle is gradually expanding.

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China's connotation is not big red and big green.

Modern people wear their hearts on them.

Why is MOUSE JI? Why is Kyrgyzstan rather than other Chinese opening up the European market?

Sitting on the open-air corridor of a scenic spot in the eastern suburb of Nanjing, a petal of petal bloomed in front of the cloister.

This is a typical Chinese scenario.

"Like the magnolia flowers in the wind, my work has a very natural Chinese connotation."

Lao Ji said that his clothing looked very European and the world was on the cosmopolitan route, but if you carefully taste it, you will find that in the Western shape, there is a faint, fragrant Chinese flavor of magnolia flower.

"In the past, there was a misunderstanding in the industry that China is the world, and the more the nation is, the more the world is."

Lao Ji thinks that the "Chinese style" that is red, green and embroidered with Phoenix, dragon and Mawangdui designs is only a one-time consumption of tourism products. It can not become the normal form of people's clothing.

"As a designer, you should first understand the culture of consumers, understand their way of thinking and expression, understand their daily life and understand what they think and think."

Lao Ji was obsessed with his early trip to Milan.

"People wear clothes. In the final analysis, they are wearing a mood.

Today, with the development of society, clothing is no longer just for shelter and warmth. People choose clothes and their hobbies, which are closely related to their living environment.

Lao Ji believed that consumers could not dress themselves up as a divorced actor for a long time.

When it comes to the impact of the economic crisis on the clothing industry, the main impact of Lao Ji is luxury goods which are seriously deviated from the value.

"Like Dior, it costs a lot of 1000 euros to 2000 euros, and the price is too far.

Buying luxury goods is mainly rich people, but at present, the money of the rich is shrinking. When he takes money, he hesitates.

Those who have impulse buying will also choose between tourism and a cool garment.

Lao Ji believes that some of the old brands, such as Versace, have been unworthy of the name. Their new models have no creativity and fashion elements. They may even disappear.

Last January, Lao Ji participated in the "boutique Exhibition" for the third time. He deeply felt the differentiation of brands under the background of economic crisis.

"The booth next door has ten or twenty people in three days, and the number of people who go to my exhibition area is over 500, which means that the environment is environment, but the decisive factor is the product itself."

"Chinese culture is the backing of MOUSE JI, and the Chinese connotation of MOUSE JI indicates that it has a great development space," said Lao Ji. "Lord Buddha wants me to take the high-end route. They hope that the price of MOUSE JI will increase by 1 to 1.5 times next year.

From 300 euros per piece to 600 to 750 Euros. "

Bring MOUSE JI home

I want to design clothes for Bruni.

Now, Lao Ji's working status is flying on both sides of Nanjing and Paris, which is designed and produced in Nanjing and sold in Paris.

The return to Nanjing is mainly aimed at the "China international clothing exposition" opened in Beijing at the end of March.

This is the first time he brought MOUSE JI home.

"I have been doing the European market these years, and my friend advised me not to give up the domestic market lightly."

Lao Ji said that the language of clothes was interlinked. He did not plan to change his style. If it was successful, he would also open shop in Beijing, Shanghai and Nanjing.

And the new MOUSE JI will be released at the same time as Lord Buddha and other clothing stores in Europe.

"This is a grey brand series. The main consumers are white-collar workers, young intellectual women and performing arts women. Of course, their personality should be slightly cooler."

Lao Ji did not explain too much about "cool", but he made an analogy.

In his view, Xun Zhou is very suitable for MOUSE JI spokesperson, and the same small Yang Yuying obviously does not belong to this crowd.

The first and the only fashion designer to participate in the "world boutique brand exhibition" in mainland China is the first and only Chinese who has joined the "Lord of the Buddha".

However, the greatest sense of achievement of a fashion designer should come from more and more people like his works.

This is also their motivation to create new styles.

Lao Ji said, the most delighted thing for him is to see the ladies wearing MOUSE JI on the streets, subway stations and elevators in Europe.

"It's really exciting."

One of the first impressions of Lao Ji was at Charles De Gaulle Airport in France.

On one occasion, he was entering customs. He saw a lady nearby wearing MOUSE JI.

After finishing the formalities, he hurried round to her.

"Why do I want to see her?"

Look at what people are wearing my clothes.

Lao Ji said he wanted to ask her feelings and chat with her, but the French were very poor in English, but they were embarrassed to ask.

In fact, there is another reason for it, that is shyness, typical Chinese shyness.

Unlike Lao Ji, he often deals with foreigners, but like his clothes, the Chinese flavor in his bones can not run away.

Speaking of a relaxed topic, Lao Ji said that some domestic friends joked that Tang Wei was the most suitable person to wear his clothes, and when she put on MOUSE JI, she did not want to take it off.

"Joking, actually two people are very suitable for my style. If I have the chance, I would really like to design a suit for them."

Lao Ji said one was Tymoshenko, Prime Minister of Ukraine, and the other was the first lady of France, Bruni.

"Two beautiful women are all good figure and good temperament."

Lao Ji said that he already had a spectrum in his mind.

Cloth and style are not all clothing, and more often we wear a mood.

A fashion designer is a person who writes poems with scissors.

-- MOUSE JI