Zhejiang Wan Shi Li Intends To Push Light Luxury Brand "Silk Cloth".

As the leading silk brand enterprise in China, Zhejiang Wan Shi Li group has never concealed its determination to enter the luxury brand. Last year, they bought MARC ROZIER, a French Centennial silk factory for Hermes and other foundries.

This year, Wan Shi Li is taking a step towards luxury brands. It is understood that at present, Wan Shi Li is preparing to build a high-end luxury silk brand called "Mai" silk (light luxury: a high-end product with a price slightly lower than that of luxury goods). Yesterday, the reporter followed the brand planning director of "Mai Bo", he Ho, to visit the upcoming domestic high-end silk brand.

　　 Present situation

　　 The earliest release of "silk cloth" in May

　　 He he He has been in the clothing industry for nearly 10 years, and he has worked in many garment enterprises, and now he is responsible for the operation of the high-end silk brand of Wan Shi Li. According to He Min, "Mai Bo" is expected to be released around May this year. It will become the brand that is promoted by Wan Shi Li, and it is also one of the few luxurious brands of silk in China.

This is the first official B2C (business to buyer) practice in the luxury sector. Prior to that, Wan Shi Li was mainly engaged in the customization, OEM, fabric export business of B2B (business to business) in the luxury industry. As a matter of fact, as far as last year, Wan Shi Li had made an attempt to create its own luxury brand. In October 2013, Wan Shi Li bought the MARC ROZIER, a centennial silk factory in France, which has been the more than 40 line of luxury brands including Hermes. It is understood that at present, "MARC ROZIER" is also a lightweight luxury goods brand promoted by Wan Shi Li.

"What we want is a high-end national brand of our own." He said. Only now do we have the "silk cloth".

"Unlike the MARC ROZIER, which is designed in France and produced in France, the silk design will use more Chinese elements, and the design and production will basically be completed in China. Only when some of the more difficult technologies are involved will they be processed in French factories. " Wei Hongtao, director of brand operation of Mai Po, introduced.

About the price of "silk", he said, at present, the price of an ordinary MARC ROZIER scarf is about 2000 yuan &mdash, 3000 yuan, while the price of "silk" and the standard scarf will be about 10% lower.

　　 Get ready

　　 More than 50 designers from the group

There is no doubt that high-end brands will be difficult. It is understood that with the gradual saturation of foreign markets, the sales volume of Wan Shi Li is increasing. In 2013, sales accounted for 70% of total sales. But wan Shi Li has never made a breakthrough in high-end brands. This time, they began to build silk fabrics from 4 aspects: raw materials, design, technology and talents.

According to He Min, all raw materials of Mai Po came from China. At present, the standards of domestic silk are divided very fine, and the raw materials are not worse than those of foreign countries. The raw materials used in the silk industry are 6 grade a top male silk with less than 10% of domestic silk output.

The key to luxury silk is to compete with internationally renowned brand Hermes. As a new brand, what are the big ways to make silk and silk? "He is very confident." by contrast, we found that European clothing is often single, so it needs a variety of scarves to foil. This is also the reason for the success of the Hermes scarf, and the Chinese people like the clothes with colorful colors, so plain and elegant long scarves are more suitable. We will introduce several functional scarves to choose from, and of course we will also do the scarves. In addition, Wan Shi Li also aimed at the psychology of domestic consumers who love double-sided printing and dyeing. The cost of double-sided printing and dyeing scarves is much higher than that of single sided printing and dyeing, but there is market demand. He said.

In terms of design, Wan Shi Li specializes in dispatching more than 50 designers from the various departments of the group, and also invites Su Minyi and Han Binghua two design directors from Hongkong to play the role of Chinese elements. Su Minyi is a famous watercolor painter in Hongkong, while Han Binghua is one of the judges and designers of the regional flag of Hongkong Special Administrative Region. In addition, more than 30 craft consultants have been hired in China, such as experts in Suzhou embroidery, Hangzhou embroidery and Miao embroidery. "French designers may understand ancient Greek and Rome culture very well, and there are many designs that show the meaning in this respect, but they do not necessarily understand Chinese chess, calligraphy, painting and painting." He said.

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　 difficulty

　　 Lack of talent in color palette

However, at present, there is still a problem in Wan Shi Li, which does not solve — — lacks qualified talents.

The quality of a silk scarf can be directly perceived from the color. There are at least 40 colors in Hermes' 90cm×, 90cm scarves. "The 40 color means that 40 netting must be made, and the accuracy of platen printing machine is very high. At present, only 40 of the colors in the world can be used by Hermes, and each panel is done manually. Introduction to Miss Kim of Hangzhou Tower.

He said frankly that silk and silk are not yet able to achieve this level. But what is most lacking at present is quality coloring talent. He said that although the color of scarves is designed by designers, the final deployment requires the coloring division to complete them. "A lot of colors are only a little bit different, and how to match only the best skilled people can be achieved." He said, "in Europe, a craft is handed down from generation to generation, and work is relatively stable. Color matching can be done as a lifelong career, and there is still room for improvement in China. Li Jianhua, President of Wan Shi Li, called it ‘ business civilization &rsquo.

　　 Management

　　 There are three or four outlets in the country.

According to Wei Hongtao, there are 3 to 4 outlets in Beijing, Shanghai, Chengdu and Hangzhou in the second half of this year. Unlike traditional commercial centers, the silk industry will give priority to the art district.

As for whether online sales will be tried, he says there is no intention at this stage.

stay Propaganda On the other hand, he thinks that for a new brand, emerging media is a good choice. "We have missed an opportunity recently. We could have asked Kim Su Hyon to endorse him, and let him take part in our activities with our scarves. We have gained popularity among young people through the high popularity of "stars from you", but in the end they were missed by some reasons. He said.

At present, Mai has already reached an agreement with mainstream video websites and Ruili magazines. But will this cause the audience to be too young? He said that the price in the future may be adjusted with the market, but the leader has made it clear that the luxury line will not change. At present, some young people may not have enough economic strength, but through the promotion of new media, we will have a more intuitive understanding of Wan Shi Li Hui and will become a stable tourist source in 35 years.