Yan Ping: The World Dream Of Shenzhen Film Fashion Group

Yan Ping just returned from his hometown in the northeast of the snow and ice. He cooked a soup for his family last night.

She said that she was too busy at the lunar new year to accompany her husband and her son.

The elegant woman who sits opposite me on the happy coast "shadow art space" is the general manager of Shenzhen fashion group's fashion brand business department, and has gone through the fashion for 16 years with the company born in Shenzhen.

From a school uniform,

The three or four ten garment factory has evolved into a fashion empire with 6 independent brands, more than 1000 stores in the country, nearly 10000 employees, and nearly 5 billion retail sales each year. The fashion group has only spent 19 years.

At the age of 19, just now, she has grown up to be one of the leading women's clothing companies in China, and is known as "the vogue of Chinese fashion".

I asked why the company would take such an elegant name.

Yan Ping said, listening to the two founders, when they first came to Shenzhen with their dreams and invested all their families in start-up companies, they were holding a normal and optimistic attitude, because in their eyes: success is not a success.

So the original Logo is a pattern composed of three eyes, representing the world, the brand and the inside.

It is precisely the three eyes and the huge advertisement of "unable to get rid of the movie" in front of the mall, which suddenly touched the Yan Ping, which was walking on Shennan Road in 1999.

Let the girl of financial origin knock on the door of this company and become the first batch of local fashion industry executives in Shenzhen.

It is said that Mr. Yu, President of the fashion group, has a more poetic interpretation of the company's name, which is the creativity of his wife, Ms. Jones.

The idea is that only sunshine has shadow, and shadow proves that it has been living in the sunshine.

Moreover, the shadow is closely related to the human form, and the clothes are also closely related to the human shape. This is an implicit and firm expectation of the relationship between the movie and the customers.

This kind of firmness and expectation, let the movie and other Shenzhen clothing enterprises carry the pains of brand building, customer cultivation and design pformation again and again, becoming the most beautiful square in the creative territory of Shenzhen.

Yan Ping speaks softly, with a smile on her face.

Until I asked her, when she was growing up, there was "pain behind the beauty, tears under the colors". She was silent for a while, and told a story about her brand, "Eun sang".

In 2004, the film fashion group founded the high-end brand "INSUN grace", Yan Ping is the participant and marketing director.

Last year, the celebration of "INSUN's ten years" lasted for a whole year, and its brand annual sales reached about 1000000000. It was named "China famous trademark" by SAIC, and was awarded the "most influential original design brand" by the Shenzhen Designers Association.

In the past 10 years, Yan Ping has gone through unprecedented ups and downs, and even suffered from the twists and turns.

Since its establishment to 2011, its performance has been increasing by 30% to 40% per year.

But when the chairman proposed to reconsider the future positioning of the brand, Yan Ping, who liked innovation, immediately had a strong resonance.

In the spring and summer of 2012, the "grace" was pformed completely from the elegance of color, self-cultivation and small family jade into a simple breeze with black and white camel as the dominant color, with a strong outline and artistic flavor.

The customer orientation is: the artistic elite of the workplace.

"Decide

I didn't think of anything, but my dream was very plump.

After the revision, the turnover of some markets plummeted, and the company's sales plan had not been completed for 4 consecutive months, and 60% of VIP customers had been lost.

The pressure is too big to describe. This string in my heart is breaking fast... "

Yan Ping choked.

"At that time, there was no way to go back, and my colleagues repeatedly suggested that we should use big marketing measures.

I told the team that we would never sacrifice brands to gain short-term benefits.

Once the brand image falls, it will be hard to get back to the origin.

I hope you will stick with me.

In fact, at that time, I was really unable to stop.

However, I also believe that "as long as we go all out, God will help us," this sentence is like my fixed sea god needle, supporting me to go through that day, even if there is a piece of paper falling down will make me collapse.

Tears from the graceful and gentle woman's face slipped down, and the pain of touch was still fresh.

After her and the team's persevering, "Eun Chang" stood firm and began to slowly recover her lost land in fifth months.

Until the morning of January 1, 2013, Yan Ping, who was on a business trip in Chongqing, received the call from the accounting department: "we have completed the plan."

She kept calling her family and her closest group of partners. After making the call, there was only one sentence, "know, we have completed the plan," and the response from the other side was only "too good".

At that time, she said, there was a kind of ecstasy that met with miracles. All languages were very pale.

Tears slipped down from Yan Ping's face again, but this time she had a smile on her face.

This story also touched me.

Behind all that is for honor, besides tears, there is also a respectable pride.

This kind of adherence to the quality and the maintenance of dignity are what many Shenzhen fashion enterprises are doing silently. It is also the driving force for Shenzhen clothing to be proud of the world and to lead China's fashion.

"We

The two founders have always had their own unique understanding of internationalization.

China is truly the home of internationalization.

As long as the product is synchronized with the international market, it is already internationalized. As for the market, it is up to itself. "

Yan Ping said, "our" made in Shenzhen "not only absorbs outstanding elements from abroad, but also focuses on the craftsmen spirit in product development and injecting strong Chinese style.

The "en sang" team brought together first-line designers from Italy, the United Kingdom, South Korea and Taiwan, China.

These foreigners who run around Yan Ping every day are some of the leading designers of international brands. Some of them have designed windows for Hermes, creating the ability to make everyone close to smell the fashion in the air.

They also get more inspiration from "China movie" and continue to integrate Oriental philosophy with western aesthetics more perfectly.

The unique international quality of "movie" has also attracted the attention of many world-famous brands.

LK BENNET, a popular luxury brand favored by the British Kate princess, has also extended its olive branch to "shadow" when choosing partners in the Chinese market.

Using the Chinese wind as a link, from Shenzhen to the world, and introducing internationalization to China, this is the originality of "Ying Er".

"Today's favor is more like an Eun Shang, and its quality and design are more of an international brand."

In early 2010, when Yan Ping went to Europe, he was standing on the Bond Street of Paris and the street of Xiang street, and he was not confident in his style.

But today, she feels that the brand of the 6 fashionable brands of the fashion group has a more proudest capital.

Because "shadow" is using the most warm service to maintain its fans circle -- they "help guests arrange their wardrobe", attracting numerous loyal powder, set up experiential clubhouse in many cities, carry out advanced customization service, and create the luxury of Chinese women's clothing.

Li Bingbing, Yang Mi, Zhang Yuqi, Hai Qing, Li Xiang, Li Jing and so on are all regular customers in the Beijing club.

In the face of the impact of the Internet, "movie" is also very calm.

5 years ago, they took out the three brands of sound, psalm, and clothes, and set up online stores in Tmall and Jingdong.

Last year, the French luxury brand song song was sold online, and the whole line service system was established. The metamorphosis growth was completed with the fastest speed and the shortest time.

From March 19th to 24, the first "Shenzhen Fashion Week" will open the curtain on the happy coast.

The eyes of the global fashion industry will be for the first time in Shenzhen, the star studded and surging capital of design.

"Grace" will represent the fashion group and make a super show with the concept of "simple life art".

Yan Ping is planning with the world's top designers: "the scheme is temporarily kept secret, and the fashion impact on the spot will definitely shock the world."

"Read a paragraph I wrote to the team for you!" Yan Ping suddenly opened the mobile memo excitedly.

Ten years, ten years, a hundred years...

As long as there is you, there is her, there is us, there is love.

The sky of love, the wind and rain, and the peace! Let us pray together, little friends, when the dream of the world is realized, the grace of the world will become eternal!

This Libra type A woman, who loves gourmet fitness, has a slight cleanliness, a anxious and tough character, and a great contrast with her appearance.

The most important thing is that she has a beautiful world dream as well as "shadow".