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Rong Zi Wood Design Director Li Bonan: Let China Design Penetrate The World

2014/4/23 21:06:00 52

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reporter: < a href= "http://www.91se91.com/news/index_c.asp >" Rong Zi Mu "/a is a new star in the clothing industry. Can you give us a brief introduction of the development of our brand?
 Li Bonan: all right. Rong Zi Mu is a brand that has just been established for three years. Now it is still growing like a baby. At this stage, we are making internal and external optimization, perfecting the team building and optimizing the brand image externally. At present, we have more than 170 stores in the country, mainly in franchise stores, most of which are located in the northern part of the country. 
 reporter: let's let the brand idea of "Zi Shu" be "comfortable, simple and self". As a design director of Rong Zi mu, how do you embody this idea through design language? 
 > a href= "http://www.91se91.com/news/index_c.asp" > Li Bonan < /a >: every quarter of our product development will pay special attention to fabric selection, especially in the aspect of human comfort. Because we have been emphasizing the generation and integration of man and nature, emphasizing the traditional Chinese cultural concept of "harmony between man and nature", emphasizing the relationship between clothing and human body, so every quarter of our product development will integrate this idea into the practical design work, and ensure that the garments produced are both comfortable and fashionable, so that the pure natural cotton and flax materials can be achieved through the tailoring of designers and the production of print masters and sample workers. When consumers buy clothes, we can not only meet their comfort requirements, but also show the Oriental women's unique self-confidence and elegant temperament and beauty. 
 reporter: our clothes are mainly made of cotton, linen, silk and wool material. In terms of design style, they are similar to the positioning of brands such as yemann, cracking, silk and sowing. What are the main differences between our tolerance and their differences? 
 Li Bonan: mainly in three aspects: 
 the first is the sense of quality. While ensuring that we have the artistic style of a href= "http://www.91se91.com/news/index_c.asp" > clothing "/a", we also guarantee its meticulous workmanship, especially in the screening of raw materials. Our standards are very strict to ensure its excellent quality. Because cotton and linen materials are natural materials, they may not be compared with chemical fiber materials in terms of fastness, color and so on. When selecting raw materials, we will choose some of the latest products supplied by suppliers, and strictly control the weaving styles and texture of products, so as to ensure that consumers can acquire and use them after long term. 
 Second, while ensuring the sense of quality, our cost performance is also very high. The brand responsibility of Rong Zi Mu is to provide Oriental women with daily wear. We hope that more and more women will be able to wear our clothes. 
 Third, in the design style, we have been pursuing minimalism and conciseness. This is also a pioneering move. Not all brands can carry out minimalism in the end. This is also a major feature of our Rong Zi mu. 
 marketization is the test of every brand. In such a fierce market competition, we can still stick to our design concept and adhere to the idea of "harmony between man and nature". Even in the fierce market competition, we can still maintain the designer's attitude and principles, and create a way that allows consumers to accept and maintain their own style. I believe our brand will attract some loyal consumers on the basis of making its own brand style. 
P: reporter: as you mentioned just now, our price ratio is relatively high. What is the price of our clothes now? /p >
 Li Bonan: we have a relatively moderate price in the same style brand, the spring and summer styles are about 300-3000 yuan, the autumn and winter styles are about 600-5000 yuan, there will be a few designs that are very strong and the fabrics are relatively expensive. The price is slightly higher, but the vast majority of the styles are in the middle price range, which is between 800 and 1800. 
 reporter: compared with chemical fiber fabrics, the color of cotton and linen materials is relatively plain, and cotton and hemp belong to the main material of clothing in the last century. Do you think "cotton and linen" and "fashion" are contradictory? 
 Li Bonan: I think a lot of things are contradictory and unified. The eye-catching bright colors on the T platform must be the mainstream of fashion, but this is the mainstream of European and American countries, and our Chinese fashion is gradually spreading to the world with the improvement of our comprehensive national strength. The fashion plot in Chinese traditional culture will also be accompanied by the birth and growth of a number of domestic designer styles. I believe there will be many comrades in arms like us, facing the future international market together. We are very confident. At the same time, we feel that it is a great encouragement for us to compete and work with such a good brand. We also feel our pressure and responsibilities. 
 cotton and linen and other natural materials are not so high in colourity and color saturation, but the purity and brightness of this color can give people a very comfortable and tranquil experience, which is another fashion we can explore from another aspect. Although it does not attract people's attention in a flash, it can bring us more in spirit. 
Reporter: when it comes to spiritual satisfaction, you have always stressed the performance of Chinese traditional culture in design. What kind of culture do you want to reflect through design products? P. 
 Li Bonan: the spiritual connotation of Chinese traditional culture is the harmony between man and nature. In Chinese traditional culture, people respect heaven, respect, respect for nature, and put themselves in a negligible position. I think this is the criterion of our tolerance, including our tolerance for others. We should be more tolerant of others and be more strict with ourselves. This is also a part of Confucian culture, that is, benevolence and modesty. 
 reporter: the clothes of Rong Zi Mu are very characteristic of Chinese traditional costume art. If you talk about the dress with Chinese characteristics, President Peng Liyuan and his many times dress together, it is for the clothing industry to take delight in talking about it. It also helps to promote the Chinese style clothing to the world through the constant appearance of the president and his wife. How do you feel and think about it? 
 Li Bonan: our President Xi and Mr. Peng Liyuan, through their own practice, push the culture of the Chinese nation to the international arena in a moistening way. I am very proud and proud of being a contemporary Chinese designer. At the same time, their choice of clothing styles is also slowly promoting people's concern about local design and fashion. For a long time, the fashion style of Europe and the United States has been influencing the direction of this market. But with the improvement of our local design strength, at the same time, under the guidance of President Xi and Mr. Peng Liyuan, our eyes gradually shifted from the design of foreign countries to our own design, so that we can see more clearly the direction and potential of Chinese fashion design and fashion. 
 reporter: what efforts do we still need to make for the road of Chinese original design going to the world? /p >
 Li Bonan: on the one hand, we need to return to the design itself. Because design is a very professional, very technical skill, every designer should do basic homework, such as the mastery of fabric and the examination and consideration of tailoring. I think these are things that every designer needs to study and conquer. 
At the same time, we should maintain an international vision, not only to see ourselves, but also to have a very detailed understanding and cognition of our culture and history, and to synchronize with this era and have a macroscopic understanding of the contemporary international fashion style. P Only in this way can we combine traditional Chinese cultural elements with western fashion trends in order to create more suitable clothes for Contemporary Chinese people, and at the same time can better recommend our costumes to international friends, not just simply tell our Chinese elements and Chinese symbols forcefully and inculcate to others. This is what our contemporary designers are eager to do. 
 reporter: it is very important for a brand to keep on creating and inspiring, so is it for designers. Finally, I would like to know what ways or channels you usually use to get your design inspiration. 
 Li Bonan: as a designer in contemporary China, we can get inspiration from many aspects, such as culture and nature. For example, I usually go out to sketch, or go to some places with great cultural atmosphere or scenic spots, and draw inspiration from the local culture, nature and customs. I think this is also a very favorable condition for a Chinese designer, because China has vast territory and abundant resources, and its cultural history has a long history. Even from a very small fragment, it can get a lot of inspiration.