Yi Wen'S "300 Billion" Fashion Show Shows Chinese Fashion And Chinese Culture

On July 27th, at 12:00 in London, 9 hours from the opening ceremony of the London Olympic Games, an unusual fashion show is being staged in the royal palace garden of Lancaster.

2 hours later, sina CEO and CEO Cao Guowei sent a micro-blog with his iPhone, revealing the content of this fashion show: "business day in Lancaster palace, London today." Yiwen fashion A spectacular Chinese fashion show was held. Director Wang Chaoge attendees Chinese entrepreneurs visiting the show. The picture shows Liu Chuanzhi's debut at T.

The student who graduated from the Journalism Department of Fudan University in Shanghai, was good at explaining all the valuable information in the most concise words. The palace of Lancaster was once a part of the British royal palace complex. It was not a place to go anywhere; Wang Chaoge, the core director of the opening ceremony of the Beijing Olympic Games; Liu Chuanzhi, the godfather CEO's T stage virgin show; and a group of Chinese entrepreneurs visiting the show.

In fact, the entrepreneurs involved in the show are Cao Guowei himself, as well as China Merchants Bank President Ma Yuhua, New Oriental chairman Yu Minhong, chairman of Huiyuan Juice, Zhu Xinli, Mr Zhong Li's chairman Wang Chaoyong, Neusoft chairman Liu Jiren, and white collar chairman Miao Hong bin. These eight enterprises have strong competitive power in their respective fields, and the scale of enterprises is more than 300 billion yuan. The eight entrepreneurs are star entrepreneurs in China. They have many fans and have a strong appeal to the public.

Chinese first-class entrepreneurs work together to tell the brand story.

When Liu Chuanzhi, wearing a deep blue Chinese style dress, held a bunch of wheat ears and walked half way up the water and half of the dirt road, the crowd burst into applause, and people recorded the moment with their cell phones and cameras. At this moment, Liu Chuanzhi is full of stars - wearing sunglasses, saluting and waving to the crowd.

After that, the photo was passed on to micro-blog, and netizens were more curious about Liu Chuanzhi's "arms" and "cool!". He was more curious about the objects he held in his arms: "Liu always held a bunch of firewood?" and "hugged rice straw?" notice that the legend workers of micro-blog have given the answer in succession: "barley!"

Later, some netizens asked Liu Chuanzhi: "do you want to represent the new agriculture with your barley?" for a trip to London, a few days ago, Liu Chuanzhi just opened his own micro-blog, the "Liu Chuanzhi China Entrepreneur Club". He replied with this account: "the reason for holding barley is because Xia Hua asked me to do so."

Xia Hua is Eve Group The chairman, she responded, said: "the seeds that Liu always bring out is the seed of life". Then, she elaborated the creativity of this show: "we made two shows of water and soil. Besides Liu, we also asked Wang Chaoge to bring out the water melted from the snowy mountains at the source of the Brahmaputra River. Tian Liangpeng is the soil of Zhoukoudian from the birthplace of human civilization. We want to express our reverence for nature and life with water, soil and seeds.

Xia Hua has her unique thoughts on this London fashion show. She has set the theme of her show as "the fear of life for nature". In her view, "this way of expression can have a penetrating power that enables people to understand the resonance without language."

To get the story done well, she invited her good friend, Wang Chaoge. The core director of the opening ceremony of the Beijing Olympic Games is very experienced in controlling the real performance and is the real manipulator of the "impression" series. Xia Hua told Wang Chaoge very frankly: "do not consider too many commercial elements. We are just telling you the story of Chinese culture and Chinese fashion in a special way at such a special time and special place." Wang Chaoge has the ability to perfectly combine fashion art with commerce. This T show is directed by her into an artistic work called "the name of seed".

Of course, only using these meaningful water, soil, seeds and supermodels from the world is not enough to express "Yi Wen", the most representative of contemporary China. Men's wear brand The unique humanistic concept. To further elaborate the brand story, it needs a more vivid "carrier". After a few days of thinking, Xia Hua and Wang Chaoge focused the protagonist of the story on the most successful entrepreneurs in China. Of course, Yi Wen and these entrepreneurs have a long "love". They are witnesses to the development of Yi Wen. They are invited to see the fashion show of Eve. Liu Donghua, the founder of Chinese Entrepreneur Magazine, said in his micro-blog, "the first time I saw the iwen fashion show a few years ago, let top entrepreneurs and leaders from all walks of life become men's wear models, representing China's fashion attitude - finally realized in London!!!"

What force pry their participation?

No doubt, the show was a success. In addition to CCTV's news broadcast and evening news broadcast, micro-blog has shown strong communication power. There are 11 million 800 thousand fans active bloggers and SOHO China Chairman Pan Shiyi, who has not lost their voice on the show. He has sent out two micro-blog and 13 pictures, and asked him with his pan humor: "in London Olympic Games," China Japan, "who do you know about the model of the Yi Wen? This article micro-blog has received nearly 2000 forwarding and commenting on the issue in.

Angel investor Xue Manzi was also there at the time, but he did not become a T model. Instead, he was holding a iPad on the stage and constantly taking pictures to make micro-blog live. "China's most cattle model lineup appeared in Lancaster palace, London. Yi Wen uses his original design to show the fashion attitude from all over the world to China. The micro-blog celebrity has 3 million 750 thousand fans. Similarly, the micro-blog has received more than 1000 forwarding and comments.

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At the same time, some entrepreneurs who participated in the show were also spread through their micro-blog accounts. Each of them had a large number of fans. Even Liu Chuanzhi, who had just opened micro-blog, made a brief comment on this show on his micro-blog. For a while, "8 entrepreneurs appeared in London on the" Wen Wen China show "began to spread at the speed of fission. It is difficult to describe the spread of the show with an accurate figure, but Xia has deeply perceived the success of this show from the reaction of friends, distributors, media and networks.

In fact, in less than a week's time from the show, when the media learned that there were heavyweight entrepreneurs to follow the news of Yi Wen, the reaction was: "how can it be? How can these big business people like Liu Chuanzhi and Ma Yuhua go to the show?"

This has to mention an organization, the Chinese Entrepreneur Club, the most influential business leader nonprofit organization established in 2006, and has 44 representatives of China's market economy. The business revenue of these 44 Governing Council enterprises in the year 2010 amounted to more than 20000 billion yuan. Liu Chuanzhi is the chairman and Xia Hua is one of the directors.

Most of the members of the club are private entrepreneurs. In China's business environment, this group has always trusted and supported each other, this time is no exception. Upon receipt of the invitation from UKTI (British Trade and investment agency), we will have a walk before the opening ceremony of the Olympic Games. clothing During the show, Xia Hua thought of the group of the most elite and most influential Chinese elite men. So she consulted with the director Liu Chuanzhi about the feasibility of the act. Liu did not think that he would readily accept it on the spot: "as long as it is advantageous to Chinese enterprises and Chinese brands, it is feasible." Liu also personally signed the invitation letter to all Olympic champions and artists who participated in the show. Other entrepreneurs also accepted this invitation with great pleasure. In the view of Xia Hua, this is not only a fashion show by Yi Wen, but also the heavy weight entrepreneurs are talking about a story about Chinese brand. As Liu Chuanzhi said, "we are showing the business power of Chinese people to the world".

There is another reason why the invitation is so successful. Apart from the trust established by entrepreneurs over the years, they also know the intentions of Yi Wen in the field of Chinese clothing these years. A few years ago, for high-end business people, Kevin's Kelly, a high-end custom brand, launched its own housekeeping style advanced customization service, an innovative mode of combining services with clothing. For example, Huang Nubo, the chairman of Zhong Kun group, has carved the sunsuits on the buttons of his suits, like Liu Chuanzhi and Yu Minhong. Designer I will take the time to rest at the airport before boarding. In this way, Kevin Kelly has accumulated nearly 10000 high-end customers. Some of the entrepreneurs of this show have experienced the senior housekeeper service of Yi Wen, and the clothes on the T stage are specially designed for them according to their dressing style.

International opportunities brought about by the financial crisis

Of course, it can be said that such a large number of heavyweight entrepreneurs can be leveraged. The premise is why UKTI first contacted Yi Wen instead of other Chinese clothing brands.

This stems from the international route of Yi Wen and the ability to tell stories in an international context. In September 2011, Yi Wen held a party to perfect the combination of Chinese craft and international fashion at the capital museum. The party impressed UKTI's staff and sent an invitation to participate in the China business day event held during the London Olympic Games.

Another concern in the international fashion industry is a show and a static exhibition in London Fashion Week in February. This is the first time that Yi Wen was the first Chinese menswear brand to enter London Fashion week. At that time, Yiwen made a static exhibition, in the exhibition hall, covered the ground with flower tea, and supported a garment with bamboo, especially a 3 minute video showing Chinese craft, including the use of traditional handicraft unique decorative patterns to decorate exquisite and beautiful texture patterns; through innovative stitching skills, "manual sewing" weaving unique fabric texture; and carefully selected ink jade hand-made carved buttons with Chinese landscape patterns or Chinese cultural symbols.

It is precisely this video showing the fashion design of Chinese traditional craft making and internationalization, and the wonderful show of Chinese original design, which has received a lot of positive comments from people in the international fashion world. Harold Tillman said: "it subverts the western view of Chinese design, which is a brand that can be dressed in westerners and can produce great commercial value in the western market". Harold Tillman is the chairman of the British clothing association. Another more meaningful label is "one of the most powerful fashion people in Britain".

In addition, the international line that Yiwen has always adhered to has achieved some results. In 2006, Xia Hua set up an international route for "China design and global manufacturing" for Yi Wen. She believes that her business is the beneficiary of the world financial crisis. With the help of the financial crisis, Yiwen realized the internationalization integration of supply chain. Most importantly, we have achieved the international synchronization of raw material supply.

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All along, in the luxury brand industry, the saying goes: "good materials decide good materials, good materials decide good products, good products can achieve high price and brand height." However, Chinese clothing enterprises are often unable to get good raw materials for the first time. "These suppliers are very proud, because their technology is special, and the annual output is limited. The latest fabrics are difficult to provide to Chinese brands in those years, which are left to Herm s, Zegna and Armani. Later, with the advent of the financial crisis, orders for many European and American brands decreased, while our orders maintained an increase of more than 30%. As a result, these owners are increasingly concerned about Chinese brands such as Yi Wen. Every time they visit Yi Wen, we will put forward the hope that the fabric can be synchronized with the international brand. With the rapid development and many years of good faith relationship with suppliers, Yiwen has 147 foreign suppliers and manufacturers' cooperation relationship. Moreover, we now have some special crafts that are also being processed abroad, because Chinese workers do not fully grasp these unique processes. "

At the same time, Yi Wen realized the internationalization of the designer team and established his own team of designers in London, Paris and Milan. Even local designers should have experience in the western life, understand the fashion in the eyes of Westerners, express their design in an international perspective and context, and tell the unique story of Chinese culture in the international context.

However, the internationalization of the brand is the pain of many Chinese entrepreneurs. Xia Hua is willing to tell others about Japanese designer Yamamoto Teruji and Chuan Jiu Bao Ling, and also says to himself: "in the 80s of last century, Japanese designers Yamamoto Teruji and Chuan Jiu Bao Ling held a small fashion show in Paris. The local newspapers assembled their two designs together, then drew a big fork on it and wrote" goodbye "in Japanese. But they persisted. After 30 years, these Japanese designers have already got a place in the international fashion industry.

Now, Xia Hua plans to open the first European entity store in London to experience the function of the museum, with the Museum of Chinese craft exhibition. Take the idea of housekeeping service to bring Chinese elements into Europe. "Don't worry, be able to support it." Xia Hua said that she gave herself and Yi Wen for fifty years.

The former China University of Political Science and Law teacher gave a conservative figure. But who knows whether the show in London in July 27, 2012 will become a trigger point for the internationalization of Yi Wen?