Ye Liying'S Success In Wei Yun'S Costume

There is a traditional force, they inherit the skills of the older generation, grasp the opportunities for the development of the times, they may not be able to compete but have patriotic love family loyalty, they may not be the elite of the Shang Hai, but have the determination to be sincere. What makes a pair of twins insist on 30 years is still unfinished?

On the Silk Road in West Lake, the two sisters supported a ten dress brand of Hangzhou, from the entertainment stars to the literati politicians.

But the change in form did not change the original intention of the two sisters to inherit Chinese culture. Rather, it is the devotion to traditional costume art and the feeling of gratitude to grandma.

Now mentioned grandmother again, Ye Liying's eyes are still tearful, reminiscing about the happy life of the two sisters when they were sewing with their grandmother when they were young. Ye Liying's face was more like a childlike smile. "I think grandma's needlework tools are more fun, pink packets, irons are copper and charcoal."

The grandmother's exquisite dress and craft skills were in mind. Through systematic professional study, they began to have their own tailoring activities. After a long period of exploration, they formed their own set of analysis and design methods, combining traditional and fashion elements, creating a new era of refreshing people.

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Cheongsam has always been the most capable of integrating Eastern women's classical and modern temperament, and is one of the representatives of Chinese dress culture.

Now the Yeshi sisters not only inherited this traditional dress culture, but also opened up a diversified brand development route. Elegant formal dress, casual dress, business women's dress, wedding dress and wedding dress were all taken care of, and also full of confidence in the future development of the brand.

In early July of last year, the two sisters held a fashion cheongsam conference at the east commercial building in Huaihailu Road, Shanghai. This is also the fourth special store in Shanghai.

Although it has flourished in Hangzhou, the real source of the brand should be Shanghai, because grandma set up a tailor's shop here to dress for people and dress and cheongsam for celebrities.

After nearly 80 years, such a brand's return is quite a bit of a twists and turns.

I am different from other Hangzhou women's clothing.

Host:

When did you enter the Shanghai market?

Ye Liying: in Shanghai, this is the fourth store, all of Shanghai Bailian Group. Wei Yun began to enter the Shanghai market in 2010.

My sister and I inherited the brand from Grandma's hand, and from a small workshop to the present, we have set up counters and stores in major shopping malls all over the country.

Host: what is your brand positioning?

Ye Liying: the middle and high end is the main concept. The design concept is to inherit the classic fashion.

Moderator: I interviewed a number of Hangzhou women's clothing brand, in fact, some of them do not consider entering the first tier cities, because the market competition is more intense.

How do you think about that?

Ye Liying: we are not quite the same as many women's clothing brands in Hangzhou. The styles and routes are different.

When I went to the Northeast market in 01 or 02 years, I went to the wholesale agent. After we registered, we took the brand line, and all went directly to the store. This may not be the same as other Hangzhou women's clothing brands.

In the past ten years, our brand operation has established its own terminal operation system. From the beginning of this year, we will invite foreign investment.

Moderator: is also ready to join the route of joining?

Ye Liying: Yes, I didn't have this concept in 02 years, because all of Hangzhou went wholesale, but when Hangzhou came to 05 years later, the government of Hangzhou gradually supported women's clothing brand. So women's wear brands began to take more and more brand lines.

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Host: you have to distinguish yourself from other women's garments in Hangzhou. How should we define the brand?

Ye Liying: it is a fashionable women's clothing brand that represents Chinese culture. It adheres to the high quality silk made from pure silk, because this is a characteristic of Hangzhou.

Moderator: so this area of Hangzhou has great advantages for your development of silk clothing brand.

Ye Liying: Yes, as a place for producing silk, Hangzhou has an advantage over materials.

Moderator: so, including the silk clothing brand, do you think Hangzhou women's wear has formed the industry influence? What's the difference between other places, such as Shenzhen women's wear and Hangzhou women's clothing?

Ye Liying: our women's garments in Hangzhou are more elegant. If we use silk to make women's clothing, we can show this more. Hangzhou city is also more beautiful, and people are more gentle. This classic temperament can be reflected in silk with the elegant characteristics of women.

Quantification of garment production by mechanized operation

Moderator: is it different from fashion clothes? Is silk clothing more sophisticated in fabrics and crafts? Where is the hardest part?

Ye Liying: compared with the ordinary women's clothing brand, there is a big difference in the production process, because cheongsam is mainly based on traditional handicraft, for example, edge binding and buckle, if there are no special materials and crafts, it will not work.

Host: do you think there is a contradiction between traditional handicrafts and fashion popularity?

Ye Liying: in the past ten years, we have been insisting on combining with high level machinery. Not all things are done by hand. Some things can be more easily achieved by mechanized operation, such as things that match with each other.

In terms of value, it must be a good handicraft, especially manual embroidery with high grade. Of course, it also has computerized embroidery or semi handwork.

Now we sell clothing sales in shopping malls counters. From the quantity it is more embroidered with computers, and a relatively small number are hand embroidery.

Moderator: in order to quantify production to cater for the popular line?

Ye Liying: Yes, as a garment brand, it can't be done simply by handicraft.

Host: is the cheongsam the dominant style?

Ye Liying: now we have five series, including cheongsam, elegant formal dress, leisure business, and dress and wedding.

Because modern women's living conditions are changing, consumers' pursuit of brands is also getting higher and higher.

A brand has a brand of the board there, we have been doing the stereotactic plate type, wear out will have its own style, after wearing the clothes of Wei Yun, many people will not change their other state.

Host: I understand that cheongsam is not very practical. Is that so?

Ye Liying: it used to be, including our Wei Yun himself doing this. 04 years ago, cheongsam was basically traditional, including fabric, craft and flower pattern. After 04 years, we slowly improved it, adding fashion elements to tradition.

After 05 years, we add Chinese elements into fashion, which is in line with the requirements of modern people. Because too traditional things do not change, without creativity, they will feel too retro. Of course, there are certain occasions where traditional things are needed, but if you want to wear them in ordinary life, you will have to change from fabric, craft and style.

Inheritance of grandma's handicraft is coming all the way.

Host: under the brand of Weiyun, there is a figure 1932. What are the stories in it?

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Ye Liying: Wei Yun is the brand that my sister and I inherited from Grandma.

My grandmother was a native of Ningbo. When he was 6 years old, he was sold to Shanghai as a child bride. Later he began to do manual tailoring and embroidery. When he was 18 years old, he married my grandfather because my family was also down. When my sister and I were young, they knew that grandma was a bridal embroidered pillow. I felt that my grandmother's sewing tools were more interesting. When grandma sewed, we would go to see it.

Later, when we were a little older, we went to learn fashion design ourselves. We studied fashion design and modern tailoring at night schools in Hangzhou. At that time, there were few traditional clothes and few needs.

In the 85 year, there were some overseas Chinese in Hangzhou. I remember the first cheongsam was made to the owner of the rice shop owner.

At the very beginning, half of my sister and I were making cheongsam and half made fashion. Pure cheongsam did not have so many jobs, mainly processing and customizing.

In the 95 year, when we bought a door shop, we hung our own fabric and our design style. They looked at the custom made. In those two years, there were many guests. Every summer, especially in 7 and August, many clothing processing shops and sales outlets were off-season. But at this time, we are busy season. Cheongsam and Chinese style jackets sell very well, because overseas Chinese go abroad or study abroad, and they come back to visit their families, have summer holidays, and have many guests.

Later, when Hongkong returned, and 99 years later, Macao returned to China. It felt that the status of China was rising, and there were so many people coming out. There was a market for Chinese traditional clothing. So second shops were opened up, pure Chinese style, and business was good. In the millennium, the peak of Chinese culture returned. In 01 years, we opened this company.

Host: so the name "Wei Yun" was used by grandma at that time?

Ye Liying: No, the two of us have a high level of customers when they are doing door fitting. At that time, they were all Sino foreign joint venture managers, as well as government agencies, teachers and doctors. Their taste was relatively high. These women were representatives of strong women in society.

Host: did you include clothes now?

Ye Liying: I haven't done it since 02 years ago. I mainly manage the market and sales. My sister is a design team and a design director.

Cultivate enterprise cohesion and sense of belonging

Host: is the enterprise still managing like a family business?

When I started the company, the technical force was brought out by the management of this group, and all of them grew up with our brand, so our whole company's cohesion and sense of belonging were quite strong. The clothing companies in Hangzhou could say that we were the only ones who left the company from the beginning of the company until now. After a year, the employees left, because the quality and cultural level of our management team were not high. But after starting the company, my sister and I did quite a lot in training. Every year, hundreds of thousands of dollars were sent to the staff to go out for training. If we want to bring this team together, we can only learn if we want to move forward. This is also a lot we spend in Hangzhou enterprises. Ye Liying: our managers are mainly two people, my sister and I. Other managers are made up of door workers. We are 15 people.

Host: do you two people usually have problems with what they usually do?

Ye Liying: if there are different suggestions, it must be a loud throat. Eventually, there will be a consensus. Sometimes it is for things like positioning or market orientation, but in the end, a consensus will be reached. Twins will be better at communication.

Family and career cannot be taken into account.

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Moderator: your two sisters hold up this business with one hand. To this day, they will inevitably ignore the family aspect and how to balance the two parts of family and career.

Ye Liying: we really do not care about the family. Especially on the children's education, I am a child oriented education. My daughter is now graduating from university. She is also reading costume design. I have never guided her since childhood. I have just graduated for a year, and now I work in the company's design team.

I do this in my children's education. I take my career as a priority. It is my duty to manage well the business. You are learning based. This is a clear point. We must be clear about responsibilities. We must not do our best to complain to our mothers because our mothers give you less time.

Host: will there be guilt or regret in the family?

Ye Liying: there is no sense of guilt. I also tell employees that we manage children just to make them independent.

Host: what kind of brand do you and your sister want to make Wei Yun make?

Ye Liying: now we regard the inheritance of classic fashion bloom as the design concept. In the future, we should make Wei Yun a brand of Chinese fashion with international culture.

Host: what is the next plan?

Ye Liying: first, raise the brand image all the time, then over time will peel off the middle end, the high-end two markets to make the brand.