Xia Guoxin: To Be A World Famous Brand In China

< p > 2013, as the first Chinese women's fashion brand to take part in the fashion week in New York, the 2014 spring and summer fashion series entitled "The City Light" was released at the main show of Lincoln Center.

Shenzhen brand amazing international show, let the world see a different Chinese style elegance.

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< p > 1993, Xia Guoxin came to Shenzhen to start an undertaking.

At that time, he had not been to Paris, but he was very fond of Champs Elysees street. He hoped to set up a brand that could stand like other international brands.

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< p > 1996, ELLASSAY (Ge Lisi) women's wear brand was founded. Xia Guoxin chose the latter half of the spelling of "Champs Elysees" and became English pronunciation, as the logo of her own brand.

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In 2004, P hired the top international fashion designers to consolidate the brand design style. In 2006, ~2012 launched a fashion show to expand the domestic and international influence of the brand; in 2009, it established a strategic alliance with the global Private Equity Firm.

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In the past 18 years, P has been adhering to the elegant, fashionable and vigorous a href= "http://www.91se91.com/pioneer/" > Quality < /a >, with the inner and gentle design to express her persistent personality.

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< p > < strong > entry into the chronicle of graduate students, abandoning the "iron rice bowl" of state-owned enterprises, < /strong > < /p >

< p > < strong > that year as a master of fashion major, you could have found a state-owned enterprise "iron rice bowl" and lead a comfortable life. Why would you choose to start a business? < /strong > < /p >

< p > < strong > Xia Guoxin: < /strong > 1993. I graduated from graduate school. As the first master of clothing in the school, I could have been assigned to a well-known state-owned enterprise and lived an enviable life.

However, I gave up the preferential treatment and resolutely came to Shenzhen to start an undertaking. All this was because I had a dream to make my own brand.

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In the year of P, I stood alone in this strange land with every young man who came to Shenzhen to start a business with dreams.

At first, I worked in a state-owned enterprise. I accumulated experience and looked for opportunities. I never forgot my dream.

Two years later, I quit my job and started my own business.

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< p > < strong > How did you earn the first pot of gold in life? < /strong > /p >

P > < strong > Xia Guoxin: < /strong > when I started to start a business, I didn't have the money. I worked with my friends to design and produce women's clothes for a men's wear brand.

At that time, the boss asked me if I had any experience, and I said I had never done it.

But I promise that as long as an opportunity is given to me to try out a season, I will design and publish the samples, and all the expenses will be borne by myself. The samples will also be paid after he feels satisfied and decides to adopt them.

For customers, such a practice does not need to take any risk, he agreed.

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< p > however, I have already thought thoroughly.

Before I started designing, I first went shopping with customers to find out the type of customers wanted. After the hands-on a href= "http://www.91se91.com/pioneer/" > Design > /a, each design was given to the customer for examination, leaving only the customers most satisfied. At the production stage, the sample was first shown to the customers, all of which were mainly based on customers' preferences and needs.

I take this tirelessly step by step, and I minimize the risk I may take.

In the end, the customer was very satisfied, and the cooperation began. I also earned the first barrel of gold after I came to Shenzhen.

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< p > < strong > the soul of the enterprise first make its own brand and make money again < /strong > < /p >

< p > < strong > you mentioned many times that you must make your own brand. How did you do it in brand establishment and maintenance? < /strong > < /p >

< p > < strong > Xia Guoxin: < /strong > my goal is very clear, is to make the brand.

After making money, I stopped making clothes for other brands and refused to become designers of other brands.

In the 90s of last century, most clothing enterprises in Shenzhen thought that the "a href=" file:///C:/Documents%20and%20Settings/Administrator/%E6%A1%8C%E9%9D%A2/%E5%85%BC%E8%81%8C/%E7%BD%91%E7%BB%9C%E7%BC%96%E8%BE%91%E5%99%A8/lib/www.91se91.com/pioneer/ "international brand" /a "OEM, or mass production, started wholesale, and did not attach importance to the establishment of their own brands. My goal was very clear, so there was no quick profit and quick profit, but started the exclusive store route at the very beginning.

At that time, we opened our first store, because the style was fashionable and beautiful, and business was very good.

Many people want to sell our clothing wholesale, but I strongly disagree. At that time, we walked the way of franchising.

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< p > what you see now is logo, which I used to design for professional designers, and the three one behind logo was ten thousand yuan.

In those days, 30 thousand yuan was a lot of money, almost all of my business.

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Less than P, gradually, the brand of glis started, and the loyalty of customers and brand franchisees was very high.

It has been 18 years since the founding of the company, and some big franchisees have followed me for sixteen or seven years.

My idea is to make a brand first and make money again, and never sacrifice long-term interests for short-term needs, so I am very strict in brand maintenance.

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< p > < strong > brand layout makes personality beyond others. < /strong > /p >

In the past 18 years, P has been rising. What is the driving force of this? < /strong > < /p > strong.

< p > < strong > Xia Guoxin: < /strong > in addition to adhering to the brand belief, it is also related to the whole a href= "http://www.91se91.com/pioneer/" of the whole Chinese garment industry.

With the continuous development of the industry environment, every brand has enormous opportunities.

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< p > a lot of people ask me why so many clothing brands in Shenzhen are doing well in the whole country and developing very fast. I think this is closely related to Shenzhen's culture.

As an immigrant city, Shenzhen has many cultures, and fashion is precisely the carrier of culture. The diversity of culture has made Shenzhen's clothing brand distinctive and never identical. Some are folklore, some are modern, some are personality, some are graceful, some are small and fresh, some are mature.

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< p > in addition, the rapid development of Shenzhen's clothing brand is also related to the advantageous geographical location of Shenzhen. Shenzhen's industrial cluster has a complete fabric, accessories, manufacturing and related supporting industrial chain, which is conducive to the development of the garment industry.

Moreover, fashion is a fast changing industry. If you want to keep abreast of the latest information, Shenzhen has information superiority adjacent to Hong Kong and Macau. It can be easily attended and studied at the major international exhibitions held in Hongkong.

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< p > < strong > Shenzhen, where is the future layout? < /strong > < /p >

< p > < strong > > Xia Guoxin: < /strong > glis's medium-term goal is to become the leading brand of Chinese high fashion, and the future goal is to make the world's influential Chinese clothing brand.

Fashion brands must never be imitated. This is also the reason why Shenzhen's clothing industry can flourish.

It is possible for a brand to surpass others if it wants to make its own personality and style.

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< p > < strong > the future outlook is very optimistic about the development of China's garment industry < /strong > /p >

< p > < strong > the industry is optimistic about the development of the Chinese garment industry. How do you see the future direction of this industry? < /strong > /p >

< p > < strong > Xia Guoxin: < /strong > Shenzhen clothing industry has gone through 20 years, but China has just been in the stage of awakening fashion, fashion consumption has not reached its peak.

I have great confidence in the future development of the fashion industry.

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< p > in western countries such as Europe, people have developed the habit of wearing different clothes on different occasions.

In China, it used to be a suit of clothes for 3 days, and now most people can wear a suit for 1 days. In the future, Chinese people will also split up their places and place different places.

If you want to make a clothing brand well, you can't regard fashion as a physical product, but < a href= "http://www.91se91.com/pioneer/ > mental product < /a >.

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Out of the top 10 richest people in the world in P 2012, 3 came from the fashion industry. In Japan, although there are many famous international brands, such as Panasonic, SONY and TOYOTA, the owner of UNIQLO is Japan's richest man.

China has a population of about 1000000000 and has such a large market. The richest Chinese in the future can also come from the clothing industry.

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