Yiwen Chairman Xia Hua: Internet Spanformation Of Garment Industry

Xia Hua: Dear Tian Tian Ning, good friends. I want to use a practical case to pull back to the forum of industry. Maybe everyone is facing a feeling of impatience and I have a common feeling. If we do not turn to face the next death, we may die. This is the anxiety of every business person. I started my business 20 years ago, and I just celebrated 20 years ago. For 20 years of business, this is the problem. My anxiety may start five years ago. Five years ago, I thought that in China's clothing industry, we reached a golden heyday, because one million of VIP had five hundred stores. At this time, a master suddenly talked to me. He said, Xia Hua, do you know? I think what you are doing now is meaningless. I think this guy is crazy. I say every year's growth is very good. He said, I would like to remind you that when a ship is sinking, the first class seat is useless. At that time, we have arrived. Our men's clothing brands are at the top of the industry. We should say that the industry cluster is very close, so the target is not clear at that time. He told me that when the whole ship sank, it was pointless for you to compete for the first class position. This sentence made me start to shake and really began to worry. Later, in the process, I did fashion for a while and later in the West for a while. I feel that I am facing a huge psychological gap, so I often remind myself that I am saying that all entrepreneurs today are in the Internet age, especially when you are faced with the spanformation of this industry and your business, you must learn to be unhurried and firm.

I want to tell you a story. I was very touched not long ago in Milan fashion week. Western Fashion Week rarely gives China the right to stand on the stage. This year not only let me speak on the stage, but also give me ten minutes to ask questions. Next to a group of Italy family brand founders, one of them asked a question. I would like to know why the Chinese market has been wanting roller coaster for nearly two years. It is difficult for us to grow steadily. Good times are very good. Bad times are very bad. At that time, I gave a point of view from my heart, and I could not say why the luxuries were very bad. I said we are having a revolution in China, a revolution called consumption. At this time, a more than 80 year old man walked from behind to the front. He said, I want to give you a word. I am the sixth generation of the family's descendants. Our brand is about two hundred or three hundred years. We went through several world wars. Don't talk to me about revolution. We have undergone several technological revolutions, and even the financial crisis of milk coming to the water is precisely because we know what changes and what remain unchanged. I am very touched by this passage, because in the face of today's many times, change is the most important word in all our thinking. But I think exactly what changes in this era is very important and what can be held? Therefore, this is also an important part of my speech today. I would like to say that this era is a good era, though we all dream of anxiety. But I think that this era just needs us to live and develop, and to keep all our accumulation, including our brand customers. Many people say that there is no brand in the future, and what to protect? I don't believe this. Many people do not exist in the future. I don't believe it. Because people are getting better and better in the Internet age, they can't run naked. So I think this time is who has the chance to get that share, of course, I think this era is more important. In this era, we have countless dreams and channels to achieve it. I am very grateful to Tian Suning, who talked to us on the plane to Hainan last year, and found that LV154 is the brand of more than 100 years in the world. You find that this industry has been moving along his track, and technology is developing very fast. So I say how we can push down this wall and make them work together today, maybe we will have unexpected gains. So since last year we began to do such an attempt, so I feel that in the spanformation of the entire industry internet, I feel the need for brave people and the need to eat crabs, I think several attempts to open this open.

For the first time, the first time we took the designer and our designer solely responsible for making the product beautiful, I think this has always been the demand of their own design industry. We pulled together some engineers with technical abilities, and you noticed that there was a chemical reaction at this time. So when we were in the world cup this year, many of you heard of a short sleeved cloud. You can wear this short sleeves in South Africa, Brazil, Beijing, Japan and Singapore. When you watch the world cup, most people in the world cup are in bed this year. Even if you are in bed, you can instantly know APP, who is the same fan as you, and then the feeling of others after entering the ball, your feeling can all appear here. This is our clothing for 20 years, making clothes is like a farmer's industry, and then wait for listing to sell, suddenly there is a special sense of province. We did it a week ago. We planned to sell it in the three week World Cup, but we lost it in a week. All the fans were robbed. Many people bought many pieces for their friends. A beautiful dress has a fun function. I think it opens the door for innovation. Of course, this innovation also gives me more room for thinking, so I create a brand new design center. In the past 20 years, it has been very popular. Our company has over one hundred designers from China, Italy and Spain. They graduated from Saint Martin. They all have very good design background. But this time, I feel that the opening of this gate gives me a special inspiration. The spanformation of the industrial Internet is actually a chain. The first step in this chain is to solve the problem of the product. The original product I have always said that our design center is constantly expanding. How many designers are enough? This time, I find that designers can be used all over the world, and then we set up the global designer space. We have signed more than 100, and they can submit the plan according to the theme you publish. We have a product committee to examine and select the best plan. No Internet solution is possible. How did you count the one hundred place in the world before? Designer I did it today. Today, we have completely overturned and changed our thinking about the market. Many times I am very pleased, but not balanced. I built more than 500 stores in China in 20 years, and you found a big problem. They were very good last year, and they were very good last year, and they were closed this year. Even many stores did a good marketing preparation, but people did not come.

The biggest problem at this time is the value and significance of your store. If you don't have these stores, how do you survive? We do two things. These two things started five years ago. One thing is that we really start thinking, how do you sell clothes to customers without a shop? I think this is the most important place for us. In those years, we began to do housekeeping services. The VIP lounge at the airport, the conference room of the hotel, many places became our spanfer stations. At that time, we accumulated hundreds of thousands of customers, not through shops. But the Internet era has given us great opportunities. We may not necessarily use our employees to serve us. We used to use our own staff, and everyone who challenged my business model had to ask how many housekeepers you had to hire. Today we have achieved it. Today, the fashionable girl next door is your housekeeper. Another important question is, what exactly is our store? I think the biggest effort in the past year is to turn our sales store into a social center. Now, there are parties in our shop every week. There are activities on different themes, which are not shared by our organization, but also by our customer organizations. So I think in the industrial Internet era, you will find that why we should be unhurried and strong, and I don't feel that it is necessary to evade or worry about it. As long as you follow your own path, go a little bit forward and find your rhythm, I am most afraid of such an era. The second step is not knowing where to go, but finding yourself. brand The rhythm, no matter what era is ultimately achieved, or the relationship between you and consumers.

I firmly believe in this belief not long ago. 20th anniversary, we held two meetings. One is the meeting of all the big customers, and the other is the meeting of guests and friends. I am more touched by the customers' meeting, more than here, thousands of people. Everyone has only five minutes. I think there are not many people who speak good people in this era. We are an invitation. I was moved by a customer who spoke on the stage. I am very moved because I think it is a brand. This is an Internet era. We still seize the core competitiveness of the brand. He comes up with the first sentence. He said I wanted to speak very well, because the front customers were talking about the prick. My wife is underneath, I want to say that my wife is pro, Yi Wen is more pro. Everyone was making a big noise. He said, "why do I dare to say that?" because I bought a suit of Yiwen 19 years ago because of the marriage of my elder sister. But 19 years later, I left and tied up, but I began to buy clothes from the beginning, year after year, day after day to remind me to dress. He said that his wife had forgotten, but I'm sorry, a brand still remembers you, so I think this brand can go on forever, we can always let us respect. This is what I said today. In today's industrial Internet era, we still have to abide by the most valuable core of a brand, which is to serve your customers well. This era is not only a quantitative change of speed, but also a quality. This is an open era. Maybe the last three movies give everyone an answer. I have seen three movies recently. Entrepreneur Spread some interesting words, he said the enterprise intelligence quotient, this is every enterprise for us to cloud for big data, I think there is a strong demand, but he said one thing, he said that when the cloud research develops to a certain extent, we may acquire and accumulate knowledge for more than ten years ago, maybe five years in the next three years can completely solve your problem, can send to you. I thought it was too exciting, but when I saw this movie, I felt very much.

When I went to Volvo some time ago, Shu Fu said something. We went to congratulate us. We thought CS90 was very good in automotive technology research. He said that these are not what I want to study. I want to study how people do not die, but they can still live when they die. I think this is a fantasy for entrepreneurs, but when you watch this movie, you find these people's dreams. When human intelligence reaches different levels, the energy that human beings can achieve. There is also a movie "star crossing". After seeing this movie, I feel a little more calm inside. A special cow's words, maybe one day, we will become farmers. This world is like this. In today's fretful era, we need to be divided into one person, but we also need to explore where we can survive in the future. Maybe we will explore an industry and how to survive and live better. I think that every industry and every industry in our country, in my pursuit of opportunities for us in this era, we can create the future together, and we will not lose our most valuable time when we are developing rapidly. Sometimes the development of modern civilization amazed us, and destroyed the existence of ancient civilizations. I spent ten years from one creative person to the happiest thing in the process of an entrepreneur. I think the development of all the world, let the most beautiful things, the development of a tourist city, let those most beautiful traditional handicraft disappear. But in the past ten years