Yiwen Clothing And Clothing Xia Hua'S Road Of Clothing Entrepreneurship

< p > profile: Xia Hua, female, 36 years old, Liaoning Province, graduated from China University of Political Science and Law in 1991 and stayed in school.

In 1992, he resigned, went to sea to do business, started from the counter, and finally set up his own company, a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "_blank" > dress > Company >, and created famous men's clothing brands such as Yiwen, Notting Hill and Kevin Kelly.

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< p > Xia Hua was born in the town of deli, Wafangdian City, Dalian, Liaoning.

The town is simple and beautiful, but the family still can not shake off the fate of poverty.

At the age of 14, her mother died suddenly due to emphysema, which was buried in the heart of young Xia Hua to change her destiny.

In 1987, Xia Hua was admitted to China University of Political Science and Law to study administration.

After graduation in 1991, he stayed in school to teach.

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< p > "I know all roads lead to Rome, but I believe the plane must be faster than the car."

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< p > < strong > go out, the front is sky day < /strong > < /p >.

< p > summer 1992, the school accepted a topic of the State Council, "coastal area economic development and legal system construction". Xia Hua took a dozen students to Fujian for a month of research and visited many garment enterprises, system < a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > enterprises.

During the period, she met many bosses of clothing enterprises, and saw that those employers who were not educated and young were running their own businesses, and Xia Hua was moved.

She believes that miracles happen if dreams come true.

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When p came back from the coastal area investigation, she wrote a letter of resignation.

A blank sheet of paper will rewrite the future in an hour.

The leader advised her that all roads lead to Rome.

But the plane must be faster than the car. I want to get to Rome earlier.

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"P >" Xia Hua belongs to the kind of person who believes that the direction does not turn back.

She borrowed more than 10 thousand yuan from her brother, plus 10 thousand yuan he had saved, and rented a less than 10 square meter counter in Xidan shopping malls, wholesale and retail men's suits and shirts.

From the arrival to the counter, she was alone.

Many people are puzzled by this move, and no one supports her. Even the father who always supports her also scolds her. You are so respectable as a teacher, you know you want to stand at the counter and go to what university? Xia Hua cried. Standing at the counter is a process. It is absolutely not an end. I want to start my own business. I want to change my destiny! < /p >

< p > in order to save money, Xia Hua could not afford to rent a house and live together in his dormitory or home every day.

When I was in college, my father spent nearly half a month buying a small blue suitcase for her. Now it is full of all her family possessions, running around with her every day.

Sometimes, it is not convenient for students to stay at home temporarily, and they have no place to go.

At that time, Xia Huayue was more determined. "I must stick to it. I will have my dream house. I will be able to get through this."

So when he woke up in the morning, Xia Hua went to find a place to wash his face, wash and make a make-up, and then he went to the counter with his arms in his box.

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< p > after several years of painstaking development, Xia Hua's career began to pick up.

In July 6, 1994, Xia Hua registered the "Yi Wen" trademark and took the meaning of "a, href=" http://www.91se91.com/ "target=" _blank "> clothing < /a > culture.

That autumn, Xia Hua aimed at the woolen mill's large backlog in the warehouse due to the lack of export quotas, and the lattice fabrics and brightly colored tweed fabrics that Chinese men hardly accepted at that time had the market, and they ate all in their lives, and staged a market contest with a theme Suit called "bright life" and a traditional gray gray suit, which had a very good effect.

In the thirty year of the year, she was busy in the shopping mall until late at night.

When I got home, I searched the kitchen and found only a piece of bread. When she ate the bread boleagerly, my father called, "Hua Zi, did you eat dumplings?" Xiao Hua replied with a smile. "No, I ate Western food!" though she was tired and hungry, she still felt that it was the happiest new year in her life.

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< p > sleepless night on the bench of the railway station, the dry bread on New Year's Eve, and the manager of the shopping mall, Xia Hua and Yi Wen came along such a way. From the Chinese commercial Blue Book Third to the top of the list of Chinese men's wear enterprises in 1999, Xia Hua and his "Yi Wen" began to have their own position in China's clothing industry.

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< p > < strong > two Yi Wen, a mother < /strong > /p >

< p > 1999, "Yi Wen" became the fastest growing men's brand in the Chinese market and the top brand in the Beijing market. Therefore, Xia Hua stood on the podium of the China business gold medal award.

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< p > at that time, Xia Hua embraced the medal and was filled with tears and tears.

In the past 5 years, how did the more than 300 Chinese and foreign garment enterprises pcend each other? No holiday, no sleep, a shopping mall, a shopping mall to lobby: "give the domestic brand a piece of soil, a chance!" that is, in the year of hard work, Xia Hua gave birth to her daughter.

In order to give oneself a determination and give the staff a confidence, Xia Hua also named her Yi Wen.

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< p > > "Yi Wen" has become the gathering of Xia Hua's career and life. In her own words, she has embarked on an endless journey that can not be abandoned in the middle of the journey. She should pay close attention to and care for two Yiwen.

But this is not a burden, but a mother's responsibility and future.

Take your children to see the best scenery along the way, the intersection of reason and emotion, and the value of life in growing up.

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< p > "baby, mother knows you can't read mother's letter. Even if you read it, you can't understand mommy's mood at this moment. Today, when Mommy sees your little face full of tears, she hasn't seen her mother's grievances and helplessness for a few days, and mom really shook.

Daughter, I can't face you.

I tell you, mom is going to travel on business at night, leaving you, and I have no strength to get rid of your mother's little hands. So, mom can only look at you when you are asleep, kiss you, leave your mother's diary, hope that when you grow up, you will understand your mother and read your mother.

Mother also has tears, not flow on the face, but in the heart, mother must have the courage to face separation, because big Yi Wen Yi Wen also needs her mother.

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< p > - a diary written by Xia Hua to her daughter < /p >.

< p > Xia Hua's pioneering experience: digging well philosophy < /p >

< p > when I graduated from University, I stood on the same line with all the students around me. No one was more special than anyone. No one was smarter than anyone. But after 10 years of walking down, I have such an enterprise today, or such a cause that you think is successful. I think this is the result of 10 years of insisting on digging a well.

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Less than 10 years ago, after I had rationally chosen the place to dig the well, I hadn't wavered, and no matter whether I met the stone or the roots of the P, I boldly dug it.

In 10 years, I had a well that could run out of water, and many of my classmates, I saw them digging a hole, and then they found a stone and a tree root, then they changed a place and dug a hole.

They dug 10 holes in 10 years, but still failed.

So I suggest that when we are faced with the choice, we must first choose the place to dig well rationally, and then we must encourage ourselves to go forward and dig down until we really taste the sweetness of the spring.

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< p > choice and ideal: let China's men's clothing on the world stage < /p >.

< p > the ideal of Yi is not only to expand the domestic market, but the world.

12 years of Yi Wen, its development has gone through three big jumps, the last jump, has chosen the headquarters base.

There is no alternative.

As a leading enterprise in the clothing industry, many local governments hope to cooperate with Yi Wen. Cheap labor costs and low land prices can not be said to be the reason to attract Yi Wen.

Finally, choosing to enter the headquarters base is the hope of being able to keep company on the road of internationalization.

Chose the headquarters base, and chose the ideal and strength.

Xia Hua said, "10 years and 20 years of hard work," the emergence of China's clothing world brand will not be difficult.

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< p > < strong > Yi Wen greatly praised the African President < /strong > /p >

< p > in early November of this year, China Africa Cooperation Forum was held in Beijing. 48 heads of state and representatives from Africa came to Beijing to become the largest and highest standard international event ever held since the founding of the people's Republic of China.

Some presidents put forward a custom suit in China to attend the activities of the Great Hall of the people, which will give a difficult problem to the relevant leaders in charge of reception. They know that the custom garment has a construction period, and the volume customization requires at least 7~10 working days.

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< p > November 2nd at about 9 o'clock pm, we received a call from the relevant leaders of the "a href=" http://www.91se91.com/ "target=" _blank "textile" /a "Ministry of industry. We ordered an urgent set of suits for the president to be sent to the Diaoyutai State Guest House on the 4 day.

Time is only one day. Work must start at once.

The time is tight and the task is urgent. We immediately arrange the customer service manager and volume division to rush to the Diaoyutai State Guest House to begin the measurement and notify the duty manager of the factory that it must be completed as an important task.

On the same day, the factory immediately stopped other work on the assembly line. One process was strictly timed and checked at all levels to ensure the technology and quality of the garment.

At noon on the 4 day, we delivered the finished garments to Diaoyutai State Guest House at the appointed time. The leader was quite surprised that he could make such a delicate suit in such a short time.

When the guests tried to wear it, they nodded their heads and praised them.

That night, the wife of the president of Somalia immediately said that she had to make some clothes for her by the Yi Wen, and asked to visit the company headquarters and pick samples at the scene.

Thus, on the afternoon of 5, the president of Somalia visited the Yi Wen headquarters and chose five different styles of clothing. He asked to be sent to the station before leaving Beijing on the morning of 7.

The second tasks have been completed fairly well! < /p >

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P, President and Madam President, all of us applaud the technology of clothing and our fast service.

Yi Wen impressed them with Chinese clothing.

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< p > so what is the lack of clothing in China, why Chinese clothing has not become a leading dancer on the world stage today, or even really recognized by everyone. I think what is more important is that the director behind it is lacking a pair of hands behind the fashion brand.

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< p > management philosophy: entrepreneurs should spend more time on management than operating time < /p >

< p > China's garment enterprises are facing bottlenecks in the second five years and face strategic bottlenecks in the third third years.

Management is very important to strategy. Management must be considered by all enterprises. Many enterprises only regard management as a noun, and do not have deep thinking. Therefore, whether it is the quality of managers or other aspects, it is still at a low stage.

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< p > despite the rapid development of the garment industry, sales increase at several times, but the corresponding management speed is slow.

Chinese clothing enterprises have come to the stage of thinking management, which really makes the brand idea deeply rooted. Management is not only a means but also the root. It should make the promotion index consistent with the sales index.

Truly mature enterprises, business managers should allocate more time in management than in business, but most of us fail to do so.

In the third five years, Yi Wen has pondered this problem and made his own timetable to manage it with more than 50% of his time.

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< p > < strong > brand extension: "keep customers locked" < /strong > /p >

Xia Hua's four brands often engage in VIP, and sometimes her guests will say that I was stuck by "Yi Wen". Xia Hua asked, "why do I say this?" he said, "we wear" Wen Yi ", we also said, but the tools I used to brush my teeth in the morning, the coffee cups I used, and the bedding used in the evening, everything I thought was good in design were all" Yi Wen ", and I felt that I could not get rid of the" Yi Wen "anymore. P

At the same time, VIP will give the staff of Xia Hua design room a bigger stage, not only to design clothes for them, but also to design all the necessities of life.

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< p > for nottingshan's fashion brand, she touches the guests as well.

Brand is not just a simple way to design life and entertainment for guests. By the end of this year, it will have a meal bar. A very modern dining mode will bring new fashion feelings to our guests.

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< p > Kevin Kelly is a high-end men's clothing brand. Customers usually have their own business and have their own busy work. Therefore, Xia Hua provides them with 24 hours of service for this condition and laundered freely for life.

They have set up a club to provide housekeeping services for their customers when they are tired and tired, so that they can rest in their own way.

It should be said that Kevin Kelly launched the first choice of service mode in China. As long as Kevin Kelly's VIP guests, "we will have no choice but to serve them."

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"P" Xia said: "Yiwen" the most proud of us these years is not only that we now have increased annual sales volume, not just that we have a young team, but also that we have more stages and dreams.

It should be said that the future "Yi Wen" is a fashionable industry, not just a clothing brand, it is a brand aggregation that can lead people's lifestyle to give people different feelings.

Send a message to a teenager: "don't tie yourself down". < /p >

< p > "no matter in your life or in your career, release yourself, and you position yourself in the air, and you will feel full of vision and passion.

People should not deliberately restrict themselves. What kind of majors and careers do you have to choose when you graduate from university? If you feel like flying your own, you should try it. Maybe you will find out what you are suitable for in the course of flight.

At this time, you will feel that your vision is boundless and your passion is boundless.

I think we can create miracles that people can't imagine.

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< p > < strong > Yiwen business Yearbook: < /strong > < /p >

< p > 1994, Beijing Yi Wen clothing and apparel Co., Ltd. was founded to create "EVE (Yi Wen)" brand "/p".

< p > 1997, "EVE (Yi Wen)" brand was named China's fastest growing menswear brand < /p >.

< p > 1998, "EVE (Yi Wen)" brand was rated as the most popular product in the Chinese market, < /p >

< p > 1999, "EVE (Yi Wen)" brand was selected as the best seller brand in China and consumer satisfaction product < /p >

< p > 2001, "EVE (Yi Wen)" brand has become the top brand of "Beijing billion shopping malls sales list", and has won the champion of Beijing market sales. < /p >

< p > the same year, the establishment of "NOTTINGHILL Notting Hill" brand < /p >

< p > 2002, to create the "KEVINKELLY Kevin Kelly" brand and become the ISO9001:2000 international quality system certification enterprise < /p >

< p > 2003, the first China International Fashion Buyer wealth summit "/p" was held.

< p > 2004, Yiwen brand menswear was awarded the "first class product" honorary title of the national clothing quality supervision and inspection center and the "Beijing famous brand product" < /p >.

In the same year, Xia Hua was elected vice chairman of Beijing garment and textile industry association, < /p > P.

< p > 2005, Xia Hua was awarded the "2004 China Economic women annual figure" title "/p".

< p > the same year, Yiwen brand men's wear was awarded the top brand list of men's clothing sales in Beijing billion yuan shopping mall for fifth consecutive years, with a market share of 6.67% < /p >

In the same year, P won the first China clothing brand innovation award "/p", which is known by Oscar, the clothing industry.

In the same year, Xia Hua was invited to CCTV special program "innovation China". He talked about how China's original clothing brand innovating < /p > P.

< p > January 2006, Yi Wen received "Beijing a href=" http://www.91se91.com/ "target=" _blank "> brand clothing < /a > marketing gold < /p > 2005.

< p > February, Yiwen enterprise was awarded "Beijing trustworthy enterprise" < /p >

< p > March, Yiwen won the "Beijing famous brand" honor; Beijing clothing and textile industry clothing design and R & D Center settled in Yiwen < /p >.

< p > April, Yiwen business dress was awarded the "famous brand of Chinese professional wear" (CEO) < /p >