Women Shoes Make The Chinese Dream Of Classical Charm And A Pair Of Shoes.

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< p > the cornice of the classical architecture, the peony of luxuriant and luxuriant, one of the four famous embroideries of China, the technology of Shu embroidery and the colored lines with Tibetan style.

These Chinese elements were brought to the stage of London fashion show by a women's shoes brand called Sheme.

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< p > "what we are doing is not just shoes, but Chinese culture."

Sheme brand founder Liu Qiongying said.

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< p > "integrating Chinese elements into international fashion is a good strategy for many Chinese enterprises to go out with their own brands."

Jiang Hui, President of the China Textiles Import and Export Chamber of Commerce, said.

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In the past 36 years since reform and opening up, China has seized the opportunity to pfer the global manufacturing industry from developed countries to developing countries, and the total economic volume has been rising continuously. P

However, at the same time as the "world factory", because of the lack of innovation, many manufacturers in China have fallen into the strange circle of "OEM" for foreign brands and for others.

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< p > "take the textile industry as an example. Less than 20% of the whole industry is building its own brand."

Jiang Hui said.

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< p > Liu Qiongying's dream is to inherit Chinese culture and make shoes a hundred years brand.

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When Liu Qiongying read vocational high school more than 20 years ago, in order to attend his friend's birthday party, Liu Qiongying ran all over the streets and streets without finding his own "crystal shoes".

"I'm short, and the party without high heels is frustrating."

She recalls.

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Less than P, later, she spent six months designing a pair of shoes herself.

"Cut out the picture of shoes in fashion magazines, make the beautiful parts into a pair of shoes, make sketches, and find friends who make proofs in the leather shoes factory."

She said.

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< p > in the 90s, the popular low heeled leather shoes, Liu Qiongying's design "virgin show" is very fashionable - the heel and toe is sheepskin, the front is cowboy cloth, and the waist part of the shoe is painted with camel.

"I show them to my sisters. They are envious.

The dream of making shoes is at that time.

She said.

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"P" after graduation, Liu Qiongying opened a small shop for shoes in tutuqiao Town, Wuhou District, Chengdu.

In 1996, with the accumulation of funds for shoes, Liu Qiongying finally set up a leather shoe processing factory in Chengdu, named "Ai Miner".

In 1999, the state relaxed the restrictions on the qualification of import and export business of private enterprises.

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P, however, when he visited an international brand showcase at a Italy shoe show, Liu Qiongying was driven out. The reason is, "you Chinese only take pictures of our products and go back to imitation." that humiliating experience has strengthened her determination to become a high-end brand in China.

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< p > 1998, Sheme brand was born.

However, in the next ten years, Liu Qiongying was not eager to put into production.

She first set up a team of designers from Canada, France, Italy and other countries to analyze the successful experience of big international brands.

The core of the brand is original design, while the original Chinese design can draw on the unique traditional Chinese culture.

After brainstorming, we decided to absorb Shu embroidery elements.

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< p > the first Sheme brand shoes were born in 2008.

"A total of 600 pairs, but the whole army is destroyed."

Liu Qiongying said, "the feeling is to tie the embroidery into a pair of fashionable shoes and combine them too hard."

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After P, Sheme continued to improve its products on the basis of customers' suggestions. A pair of small shoes gradually moved from the mainland to the whole country and headed for the international stage.

In March 2009, Sheme opened its first store in Chengdu.

Now, Sheme has been stationed in the first tier shopping malls in big cities such as Beijing and Shanghai, competing with international brands.

In September 2013, Sheme embarked on the London Fashion week.

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< p > "London Fashion Week is extremely demanding on the original design and quality of the product."

Liu Qiongying said, "we are playing the Orient card, and the theme is" Kunqu Opera "," Peony Pavilion's butterfly shadow seeking flowers ". In the design of shoes, we add peony petals, feathers, butterflies and other elements, and conquer the world stage with traditional Chinese culture.

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< p > in Liu Qiongying's plan, Sheme will focus on Chinese high-end customization and international promotion in the future. It will also expand product categories. "Not only shoes, but also all items related to women. At present, we have produced scarves, key chains and other accessories."

Liu Qiongying also plans to build a shoe culture museum like Ferragamo.

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< p > "brand building takes time. Foreign brands are all grandparents. China's brand development also requires patience and devotion."

She said.

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