How Should Clothing Brand Cross Boundary Business?

Making movies and selling pancakes... Ethnic groups clothing In recent years, Yiwen took the road of cross-border development, and did a lot of interesting things, and created a deep industry chain that combines service design and production to brand marketing. Xia Hua has a strong saying that he can do traditional industries for 20 years, and he is more and more vivid and heroic. She also hoped that the model of Yi Wen could provide some reference for later heroes.

About N of clothing

Xia Hua resigned from China University of Political Science and Law as a teacher in 1994 and began to enter the clothing industry. At the very beginning, the brand was not made up. clothes Woman. After the gradual establishment of the Yiwen brand, it is known as the representative of the garment industry and the representative of the fashion industry. In recent years, the concept of cultural and creative industries has become popular, and Yi Wen has become the representative of the cultural and creative industries.

In June 27, 2013, Tai Chi Chan brand management company launched the "Tai Chi Chan world network design platform" officially launched. The company launched the "Tai Chi Zen Design hero collection order" also in Taobao. Designer The platform is opened at the same time. The company was jointly founded by Jet Li, a joint film star. Yi Wen group also signed an agreement with French partners to set up a Sino French fashion art research center, exporting Chinese designers, attracting French designers to work in China, and hoping that through the combination of French design and Chinese culture, Chinese brands will have greater room for development in France.

Xia Hua said that Chinese designers have strong learning ability and many people are very talented. However, at present, only a few Chinese designers in the European and American fashion design industry stand out. In fact, many excellent Chinese designers are overwhelmed by the market. Many of them graduated from the school of design and were unable to enter the mainstream design system. They could only go to some brand stores for sale. "I very much hope to build a platform for young Chinese designers, but not to tie them up in China, but to enable them to fully display their talents and have the chance to enter the mainstream design field in the future." Said Xia Hua.

In addition to the traditional clothing production and sales business, we must keep pace with the times. Xia Hua said that design plays a decisive role in a brand or even an industry. This is also the reason why they break through their own costume design and make professional designer platform. Xia Hua concept, in their cooperation with some of the designers on the platform, capable designers can come to do it, and the platform behind the pushing hands, as investment companies, funds, banks, investment designers, investment design works.

Film making and pancake making clothing enterprises

After the fire of the movie "love story in Beijing", Yi Wen participated in the investment, and interviewed her many times why she invested in movies. Prior to this, the cooperation between Yi Wen and the film and television industry remained at the level of garment support and implanting. Sometimes the clothes that provide the protagonist have to pay extra money for implants, but the advertising effect is general. Optimistic about the prospects of film and television investment, the standard of clothing and the large number of successful entrepreneurs who serve them have become the major weights for Yi Wen to enter the film and television industry.

The goal of Yi Wen is to invest one to two movies a year in the future, not only do not spend money to solve the marketing advertising of the company, but also enjoy the benefits of movie appreciation.

"Who can cross the border? I think that as long as we serve the same customer, we can cross the border." In recent years, they have done a lot of interesting things, for example, in the 20th anniversary brand marketing activities, they travel with mobile phone operators. "At that time, some people in their own team said not to cooperate with the other party, because the other party was only 3 years old and not well-known. If the joint activities were conducted, it would mainly depend on the influence of the text to influence the consumer group." Xia Hua said, but later in contact, the other side's user data made her moved. Yi Wen accumulated 880 thousand iron rods VIP for 20 years, but 55 million of them used their software to book tickets. In cooperation with the "Taiji" pancake shop with "Internet gene", Xia Hua analysis shows that the other side is very well known in the white-collar community, and has deep experience in Internet marketing, so that they can wear the clothes to sell pancakes in Yiwen, which is a very good job. Marketing Opportunity. Later, it proved that the cooperation with the other side was successful. During the joint event, micro-blog sent about 40000000 times.

Xia Hua said that the innovation and transformation of traditional industries were actually forced out of fashion. In China, if any industry can seize the opportunity, it can become a model for another industry. But if we can not seize the opportunity, death is also in a flash.