Interview With Xia Hua, Chairman Of Yiwen Group

This is a time to come to an end. In the face of this situation, how can enterprises develop? How can they make good products? How can China's manufacturing industry produce genuine brands? All of them may need to revert to a basic entrepreneurial spirit and responsibility.

In this regard, Xia Hua, chairman of the Yiwen group, thinks that it is very simple. It comes down to three points: being a good person, having a good dream and doing a good thing.

Following the Tianjin fashion show, in September 11, 2012, China fashion leader Yiwen group presented a moving charity fashion show during the Davos forum.

"This is the most special fashion show in 18 years," Xia said in a speech at the scene.

Through the perfect deduction of charity from technology to public welfare, Xia Hua did a good deed, reflecting the strong sense of social responsibility of Chinese enterprises.

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It's an enterprise that carries out creativity.

When innovation brings development prospects and profits to enterprises, when innovation becomes a culture, when innovation becomes a style of the team, it is like a drive, naturally inject vitality and vitality for the whole enterprise.

Xia Hua's dream is beautiful and long.

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The biggest dream of brand is not only to bring consumers a beautiful dress, but also to bring you a new way of life, as well as classic taste and quality of life.

In the past 18 years, Xia Hua, who believes in human nature, has tried to create an enterprise with "human" feelings and witnessed many proud moments.

Be a good man

Xia Hua said that it is necessary for her to establish Yiwen, because she is a person who starts from the heart and fight for dreams.

In 1994, Xia Hua, who resigned from China University of Political Science and Law, founded the men's wear brand Yiwen.

In 2001, the romantic movie "Notting Hill" touched Xia Hua, so the fashionable, elegant and personalized menswear brand "Notting Hill Notting Hill" was born. In 2008, with the fashion trend of women's clothing being swept across China, Xia Hua created the men's fashion brand "Jacqui Puri Jaques Pritt". When people began to understand the high fashion and private custom, Xia Hua's "Kevin Kelly Kevin Kelly" has become the exclusive private custom of many upper class personas. In 2011, EVE CHINA (Yi Wen China) was launched to locate high-end customers with Chinese culture and international vision.

At present, in the fast-paced business development of China, women entrepreneurs have their own charisma and demeanour in their leading enterprises with their unique wisdom and flexibility.

Indeed, in this age of impetuous and impetuous society, women entrepreneurs have a natural power to stabilize people. This is like a woman's role in the family. In fact, we have had that childhood experience, and mothers can make this family very well blended, and turn a sad day into a better day, or make it full of warmth and happiness.

This era especially needs such a spirit that the sun is shining in and the dust has a direction.

Xia Hua especially advocates that a boss should know how to learn "mother".

Because mothers have unlimited tolerance for their children, even if they are born defective, the love for him will not be a waste.

As a "on the road" female entrepreneur, over the years Xia Hua has been reversing the social prejudice against female entrepreneurs. "A woman's natural role is a mother. If you look at it from this perspective, you will see their big heart, big feelings, and more tolerant.

And a trait of women is that her receptivity is very strong. "

In the view of Xia Hua, women entrepreneurs have many great essential advantages, which are worth external respect.

"This society actually needs to examine contemporary women entrepreneurs from another perspective.

I think they are just a group that can make big things. "

"Men can do great things to see domineering, and women can do great things to see how many people you can love."

It means that the mission of a manager is to ignite others. How much power you can burn in a large area, and how much you can accomplish.

"Customers come and go with you, not because of a garment, but because of the customer's sense of brand value."

Xia said that the measure of the quality of an article is not how much money can be made every year, but how much the number of people who love the brand from the bottom of their hearts depends on how much the dependent guests can go with it. In the final analysis, whether the Yiwen brand can penetrate into the customers' hearts.

Therefore, Yi Wen claims that it is not based on age, status and income stratification, and the target customers are "all men who have never tried to give up their future life after happiness, frustration and honor".

The impression left on consumers by Yi Wen has never been strong. It has a soft and smooth temperament and quietly puts love in the hearts of consumers.

Maybe this is the character of Xia Hua, a female leader, who gives the brand.

Have a good dream.

Dreams are mostly nightmares between entrepreneurs and employees.

In dreams, workers strike because of various factors, factories are in a state of affairs; in the dream, employees' mental attitude is not good, leading to quality problems; and more likely, enterprises will close down overnight due to nightmares.

So how can entrepreneurs have a good dream?

It is a common dream to combine the dream of an entrepreneur with the dream of an employee. Otherwise, all future dreams of an enterprise will really become a dream, and the difference will be far from that of an enterprise.

This shows that entrepreneurs' mentality and values are very important, otherwise they will enter a vicious circle.

A good cycle is that entrepreneurs adjust their mindset and start with the smallest things, so that employees can experience real love.

There are so many entrepreneurs in China. If everyone feels more love and care for employees and families, the whole society can really enter a virtuous circle and slow down all the contradictions and conflicts between entrepreneurs and employees, and even upstream and downstream partners. This is a root source problem.

A successful company must have its own unique corporate culture.

How to get along with entrepreneurs and employees?

She thinks that there are two kinds of enterprise management, one is partial rationality and the other is institutional solution.

One is partial humanity, believing that "man" can solve it.

"I think the potential of the latter is greater, the system is always dead, and the potential of human beings is unlimited. I just hope that the performance of the managers will infect everyone around us and ignite everyone around us.

Because only by establishing the brilliance of humanity can the system be brought into full play.

Behind its mature customer base and successful sales performance, it is a precise multi brand strategy.

Xia Hua believes that compared with the differentiation of brands from product differentiation, this multi brand management makes the differences between brands more distinct, and is more conducive to cultivating a deep and independent brand.

"The future development of clothing brand is not only thinking about the clothing itself, but also thinking about the elements outside the clothing, gradually changing from selling products to selling services."

Said Xia Hua.

This diversified development strategy extends more endogenous businesses.

The gift companies and environmental design departments of iwen group first served only inside the enterprise.

For example, the gift company started to design gifts for the guests, because the design was unique, and gradually some enterprises found them to design gifts for them.

The environmental design department not only helps some enterprises design office environment, but also provides environmental design services for many hotels.

In addition to clothing, clothing, professional wear and business gifts, the Yiwen group has widely covered high and new creative projects such as international brand agents, designer space projects, and other major business areas outside these garments, which contribute about 30% of the annual turnover to the group.

All creative projects are not only the creativity of Xia Hua, but also the passion and thinking of the Yi people.

In the unique business philosophy of Xia Hua, Yi Wen and every dependent person are her children. In this loving family, business is never a personal matter.

"I like to influence the quality of life of the people around me in my way. After all, the business needs to become a whole person. Why are employees who are more than 10 years old, because their quality of life is changed here? This is their deepest plot."

Do a good thing.

At present, China's manufacturing industry and Chinese brands are facing double pressure.

On the first floor, the mature manufacturing brands in Europe and the United States occupy the high-end share. The first is the manufacturing industry of some emerging countries with low cost competition.

Chinese brands and Chinese manufacturing are sandwiched in the middle.

Recently, Premier Wen has put forward a viewpoint of "steady export", but Xia Hua believes that it needs international orders and exports of domestic products on the surface. But in essence, it relies on Chinese manufacturing and Chinese brands to find their future growth direction.

China's manufacturing industry can only play a truly "stable" role in the "stable export" sector only if it is truly branded rapidly and truly become the world recognized brand manufacturing enterprise on the basis of long-term cooperation with the world's top brands.

China's manufacturing industry is facing a challenge. Where is the future direction? Where is the core competitiveness? In this regard, Xia Hua believes that Chinese brands and Chinese manufacturing industries must quickly identify their positions and turn them from the original cost advantage to the quality advantage.

The reason why quality advantage is important is that China already has such a condition that advanced brands all over the world come to the Chinese market with their own process and QC (quality control) to cooperate with China's manufacturing industry, which forms a very important foundation for China's manufacturing industry to enter the high-quality sector in the future.

What we need to do next is to speed up branding on this basis and truly become a recognized brand manufacturing company all over the world.

Yi Wen is willing to work together with the domestic manufacturing industry to create his own brilliance in China.

Xia Hua believes that from a global perspective, the world's expectations for Chinese brands are now very high. The product strength of the independent design of Chinese brands is reflected in the market advantages that Chinese brands can bring to international brands in the process of cooperation with international brands, and the advantages of some customer groups.

On the road of internationalization, Xia Hua stressed that the first thing to do is to have a very good mindset, like the mentality of entrepreneurship once, from scratch to today. In 10 or 20 years, the international supply chain and talent integration have been completed with constant adherence.

For the international market, we must have such a mindset to conquer international consumers one by one through one's own actions, one by one.

In the process of internationalization, the second, first entrepreneurs should be responsible. What you do is not only their own business, but also an industry. It is what other people think of China's fashion industry.

Opportunity favors prepared minds.

As early as the 2008 financial crisis, Xia Hua said, "Yi Wen is still willing to dance with international brands in such an environment".

From 2008 to today, Yi Wen has gone through a rapid growth process.

According to Xia Hua, the integration of the global supply chain has been realized since 2008. The 147 global raw materials suppliers and factories and their cooperation have formed their own design studio in Paris, Milan and London. Therefore, some of the marketing and actions of Yi Wen in foreign markets today are all presented with the confidence of Chinese brands to the world.

In this round of crisis, "if we really identify ourselves in such a position and lead our service mode and marketing mode in the process of innovation, we may become a global leading brand of fashion."

Xia Hua is still confident.

"Every brand has its own desire to write history."

Said Xia Hua.

She believes that Chinese design with Chinese culture and history will win the favor of the world.

In February 17th this year, Yiwen group was invited by the Chinese Embassy in Britain and the London Fashion Week Organizing Committee to attend the London Fashion Week's opening show.

Xia Hua has hired international designers and Chinese veteran craftsmen to combine the Chinese traditional crafts and international fashion designs with embroidery, handicraft carving and hand sewing.

For the fashion show, Harold, chairman of the British clothing association, commented that "subversion of Western views on Chinese design".

Subsequently, the Olympic Games show in London presented the charm and value of Chinese culture to the world through the support of Chinese business leaders, Olympic champions and artists.

In this regard, the two politicians in Britain evaluated the show: "the Olympic Games haven't started yet, and you have already won the first gold medal and a cultural gold medal."

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In regard to corporate responsibility, Xia Hua regards it as a force that can not be underestimated.

From the spotlight London fashion show to the charitable fashion show, and then to the product innovation that attaches importance to environmental protection, the clothes buttons can be naturally degraded. The clothing uses a cooling fabric, which allows you to turn off the air conditioner and your body will feel the cool feeling below the air temperature of 10 degrees.

Through different platforms and different angles, Xia Hua has refined the taste of Chinese brands and Chinese manufacturing industry, so that the Chinese people and the world have a new understanding of this.

For her, this is the most basic social responsibility of clothing enterprises.