Tu Hongyan: A Cultural Journey With Silk Fusion

Impression [Tu Hongyan]

In February 2012, the "Zhejiang cultural personality and economic innovation and development" high-end seminar, as the only female guests of Zhejiang businessmen's representative, from the first appearance, she attracted everyone's attention.

A professional suit is generous and smart, with short curly hair and fashionable style.

When the host introduced her to Tu Hongyan, chairman of the board of directors of Wan Shi Li group, there were several words in the meeting: "Shen AI Qin's daughter", "Wan Shi Li Xin Guan", "Beijing Olympic Games"...

These are all labels on Tu Hongyan, and they are also known as keywords.

As we all talked about this beautiful woman entrepreneur, she had been talking about the past and present of culture and silk on the stage.

She knows

The inheritance and extension is also well versed in the way to enhance the development of brand: one or two, three or four...

Come on.

Along her way of thinking, we seem to have touched the clear thread of the future development of China's Silk Industry: from brand to culture.

Her image and her temperament have won many impressive advantages for her to fight for the business sea, and her unique view of silk culture and the advanced concept of shaping the brand and promoting development have made her a strong power to take the lead of silk Wang Guoxin.

Inheritance and persistence

There are five thousand years of civilization in silk.

Mention of silk makes it soft inside.

There is a saying in the old saying: "turning hostility into jade and silk" means reworking well and reciprocal reciprocity.

In ancient times, jade and silk, which were regarded as the top tribute of tribute, became the symbol and carrier of etiquette virtues.

Not only is the archaic language, but from the construction of Chinese characters alone, you will find that silk runs through almost all the etiquette activities of the ancients, such as marriage and funeral, offering sacrifices, banquets, forming alliances, giving gifts, etc.

For five thousand years, silk has become a valuable symbol of this ancient civilization.

As a result, the production of silk at all times was destined to have an indissoluble bond with culture.

In 2001, the informal meeting of leaders of the Asia Pacific Economic Cooperation (APEC) was held in Shanghai. This is the largest and highest level international conference held by our country at that time.

Outside the venue, a photo taken by a group of state leaders dressed in a Tang costume poses a sensation.

As the bearer of Chinese traditional culture, silk dress became the focus of public attention.

In addition, Wan Shi Li also designed and produced "Silk Tang suit underwear" to the leaders attending the meeting. This silk dress with Chinese traditional culture and creativity was welcomed and praised.

This beautiful encounter makes all the people realize the great value of silk products combined with cultural elements.

It is like an emancipation of mind, which urges all people to break through the limitations of "silk as fabric", and has begun to recognize the magnificent silk products. Until the idea of "jumping out of silk to make silk" has begun to truly implement every step of the development of Wan Shi Li.

If the happy cooperation with APEC conference is the starting point of Shen Aiqin, the founder of Wan Shi Li, led the group to take the road of cultural creativity, then a cultural marketing with far-reaching influence after the succession of daughter Tu Hongyan will make Wan Shi Li gradually widen on this road.

"Silk, it carries the elements of national and cultural elements. We have made many cultural products. We can apply traditional Chinese elements to our products, which are recognized by our Chinese people and recognized by international friends, so as to express China well.

To enhance their value. "

In Tu Hongyan's view, compared with other industries, silk itself has a unique cultural advantage, and the development of the silk industry is promising.

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"Transforming the" rich two generation "into" creating two generation ", from" gorgeous appearance "to" puppation butterfly ", this is Tu Hongyan's way to realize the everlasting family business.

In addition to inheriting her family's family business, she is eager to inject some ideas of leading innovation in this ancient industry, so that Wan Shi Li can stand taller and see farther.

New meeting

Promoting the brand of all things with culture

In 2008 Beijing Olympic Games, the "blue and white porcelain" series of Olympic awards dress was rated the most popular.

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The fame and reputation of Wan Shi Li increased instantly and the brand image became increasingly prominent.

Behind this glory is their excavation and development of silk culture.

According to Tu Hongyan, the hand-made techniques of Suzhou leather embroidery, which made the "blue and white porcelain" Olympic award dress, were almost lost. Fortunately, they often came to visit some of the intangible cultural heritage to find clues, and quickly formed a hand-made embroidery team.

After the Olympic Games, master master successfully participated in the 2010 Shanghai World Expo, the 2010 Guangzhou Asian Games, the 2011 world college games, and the Eighth China Paralympic Games in 2011.

The creative design of the "volunteer lottery" has become a new symbol of Chinese volunteers and volunteerism.

Through participating in these world events, the brand has won the attention of the mainstream media and consumers, and millions of articles have been reported, so that Chinese silk is once again focused by the world before the world, and is known as the "universal profit phenomenon" in the world.

Product knowledge determines the business mode, and the exploration of business mode innovation is based on the accurate cognition of the historical and cultural attributes of silk.

From product manufacturing to cultural creation, it has not only realized cultural value, but also achieved higher economic value and set up a model for pformation and upgrading of traditional industries, which is the first step for Tu Hongyan to build an international brand strategy.

Educated in the west, she knows the importance of brand to enhance the added value of products and the competitiveness of enterprises. "Doing business is hard, but steadfast! But we must strive to become a brand enterprise. Shaping international brands is not only the needs of the times, but also the inevitable choice for the development of the group."

Practice is the sole criterion for testing truth.

Tu Hongyan brought silk to the world stage, and made Chinese traditional culture a beautiful display of silk as the carrier of the world's soft impression.

With her own action, she answered the concerns and doubts of the world about the future development of Wan Shi Li.

That is to pack silk with culture and take the road of big brand development.

She also has sober strategic thinking on the construction of the silk brand of Wan Shi Li: "the first step is the artistic operation of brand operation.

How to create a brand that is welcomed by consumers has put forward high requirements for our brand operation art.

The second step is the high-end positioning of the brand.

The third step is the diversification of brand culture.

Behind the brand is culture.

Silk is not only a consumer product, but also a carrier of art.

The fourth step is the innovation of brand design.

Building brand is the soul of design.

A good design should be a combination of multiple cultures, conforming to the international trend and meeting the needs of consumers. "

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Tu Hongyan began to integrate culture.

All links in the construction have expanded and developed three innovative fields: silk cultural products, high-end silk ornaments and silk artworks.

With the new concept of "Silk life", we strive to make life more comfortable, more artistic and more stylish: silk wallpaper, silk mat, silk slippers and silk screens.

The products of Wan Shi Li entered into every corner of modern household life, and gradually played an irreplaceable aesthetic interest.

Utter innocence

People who have dreams are amazing.

If it were not for her inner silk dream, she would not be the most painstaking workshop in the Japanese clothing enterprises, to familiarize herself with the whole process of the textile industry.

It will not be done after everything is done, starting from the most basic salesmen, and then to the workshop, design, until really take over the business.

Love is the best teacher, and dreams keep you warm forever.

From abroad to the country, from the grassroots to the top, Tu Hongyan saw the gap between everything and even the whole silk industry and others, and felt more and more deeply that cultural creativity would be the core strength to shorten the gap.

Silk is not only a product, but also a culture. It is also a carrier. It carries heavy eastern ancient civilization.

Zhejiang has always been a major province of silk in the whole country. Hangzhou has the reputation of the silk house. How to inherit the silk culture, combine the historical and cultural value of silk with the economic value, and let the silk industry become a new industry is a topic that we urgently need to study.

Sincere, like her, reside the dream of rejuvenating the silk industry with her personal feelings of the child, conveying a positive energy of iron shoulder and moral responsibility: "the Chinese need to re understand the silk. It is the silk spun out of the silkworm life. When we admire it with respect, it will have greater value."

In the report on the pformation and upgrading of the silk industry in Wan Shi Li, a vision of the establishment of the "Modern Silk Museum" by the "International Silk Association" and the "Zhejiang Silk Culture Research Association" in Jianggan District has been brought to light.

Jianggan Jian bridge, the hot land of the silk industry since ancient times, is the origin of Wanli's production of Wanli silk and Wanli road.

Tu Hongyan hopes that through a series of new carriers, we can create the popularity of silk bridge and make silk culture a characteristic culture of Jianggan District, contribute to the construction of a strong cultural province in Zhejiang, and enhance Hangzhou's reputation and cultural taste in the international community.

Wan Shi Li conceived the "Zhejiang Silk Culture Research Association" as the carrier, fully excavated the historical and cultural heritage of the silk bridge, organized and carried out the investigation and study of silk history, reproduced and reconstructed the historical value of silk; organized various forms of silk culture forum and academic seminar to promote the exchange and development of international silk culture; strengthened the research and application of silk history, culture and art, and explored and innovated the high-end relay of silk and modern civilization.

Recommendation "

With the combination of industrial tourism, experiential education and folk museums, it is built into a patriotic education center, a second classroom and a tourist distributing center. Its functions include: the silk industry's whole industry chain experience center, the silk product creative design center, the silk culture and education center, the Silk Product Exhibition Center, the Silk Art Exhibition Center, the silk weaving arts inheritance center, and so on.

We will comprehensively promote the development of silk culture, promote the development of silk technology, promote the development of silk industry, and promote the development of education, tourism, culture, finance and other related industries.

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It has to be said that the passion and passion of Tu Hong Yan and WAN Shi Li people have made silk and culture collide with brilliant sparks. The vast silk Kingdom shows great vitality and vitality in this streamlined color.

Regardless of how silk industry is pformed and upgraded, its development can never be divorced from cultural integration. This is technology and art.

"China's silk brand must have national characteristics, to join the elements of Chinese culture and international fashion elements, although our brand awareness, product quality and design have a certain distance from the international brand, but this is the direction of our efforts!" as if holding on to the strength, Tu Hong Yan is always ready to create opportunities for development and face the challenges of pformation.

She wanted to make her mother feel at ease, to be responsible for herself, and to be responsible for the business.

[business card]

Wan Shi Li Group Co., Ltd. is a large modern enterprise group which takes silk culture and creativity as its main business, capital operation and assets operation as its subsidiary industry. It has 28 subsidiaries, with nearly 2600 employees and assets of over 6 billion yuan.

Tu Hongyan is currently the party secretary and chairman of the board of directors of Wan Shi Li group.

Tu Hongyan, who graduated from the Department of economics and management of Shenzhen University, has been studying abroad in Japan, Europe and many departments in the production, design and management of Wan Shi Li, and has become a new generation of managers who have mastered the ideas of modern management and management, and has become the leader of the new generation of Zhejiang businessmen.

In recent years, under the leadership of Tu Hongyan, Wan Shi Li's brand awareness and comprehensive strength have developed rapidly, and become the most valuable brand and example brand in the silk industry.

Her outstanding achievements in management, scientific and technological innovation, pformation and upgrading, and social responsibility have also been recognized and affirmed by all sectors of society. He has won many honors from Zhejiang Province, such as the master of management, Zhejiang businessmen, the ten outstanding private entrepreneurs in China, the twenty first leading figures of the Chinese private enterprises, the national labor model of the textile industry system, the 38 red flag of the whole country, and the top ten National Women's achievements.