Taiwan Fashion Designer Wang Chen Tsai-Hsia

Recently, the famous fashion designer of Taiwan Wang Chen Tsai-Hsia (Wang Chen Caixia) launched the 2015-2016 autumn / winter clothing series of Shiatzy Chen in Paris fashion week. She also received a brief interview.

The reporter asked her the most impressive moment in the fashion industry. She replied, "it was in 1984 that I had the honor of attending the fashion show of the famous designer Hanae Mori in Paris. Fashion Show I was very impressed by the celebrities who were wearing her designs instead of the fashionable clothes of other brands.

When asked, what is the most relevant part of her mind to fashion? Her answer is: Beijing, China. She believes that in the near future, China will have its own fashion landmark. The choice of Beijing is not only for opening a flagship store, but also a great influence and contribution to the next generation.

In 1978, designer Wang Chen Tsai-Hsia (Wang Chen Caixia) and her husband Wang Yuanhong founded the brand of "Xia Zi Chen" in Taiwan. The husband and wife are responsible for the design of one pair of files, and one is responsible for starting the brand in the local market and gaining more tourists.

In fact, Wang Chen Caixia, the design director, is not a professional fashion designer, but it does not prevent her from controlling the brand clothing style. At first, the design of Xia Zi Chen brand was very Chinese. After 1992, a large number of international brands entered Taiwan. Xia Zi Chen Ye began to introduce very Western-style clothing design. Today's Xia Zi Chen brand, combining Chinese style clothing and handcraft skills with western style tailoring, presents a unique modern Chinese style. The balance of East and West elements is the biggest feature of the brand. All brands of cloth come from Italy, but more than 50% of cloth is brand itself. Design Customized. Xia Zi Chen has many celebrity celebrities at home and abroad, such as Elizabeth Hurley and Victoria Beckham.

In 2011, the company is currently CEO, and Chen Caixia Wang Harry is joining the company to develop the brand international market. Thus, the first summer store brand outside Taiwan was established in Paris. In 2008, Xia Zichen formally entered the fashion week of Paris, but failed to bring too much new international sales revenue to the brand.

The development of Asian markets with similar cultural backgrounds is relatively easy for Xia Zi Chen to compare the brand internationalization with the European market. Therefore, when many Chinese designers are trying to explore the international market, Xia Zi Chen firmly targeted his target market in Asia.

In general, Xia Zi Chen There are two main development strategies in Asian market: high-end brand positioning; various styles limited sale.

Paris fashion week helped Xia Ti Chen brand positioning effectively. In Chinese department stores, the summer store is located on the first floor of the shopping mall, next to a large international brand, such as: Beijing store is next to Fendi; Hongkong store is next to Chanel. In this way, Xia Zi Chen hopes to locate the brand to a more high-end international stage and become China's luxury brand.

In the mainland and Taiwan markets, Xia Zi Chen's technology and design are comparable to Western brands, but Xia Tzu Chen will strictly limit each product to produce about 70000 products a year, with about 100 design styles.

The distribution of Xia Zi Chen's stores is 19 in mainland China, 16 in Taiwan, 6 in Hong Kong and Macao, 1 in France, 1 in Malaysia, and 1 in Japan.

The brand is expected to open 100 stores in mainland China by 2020, with 50 in Taiwan, 25 in Japan and 25 in overseas.

Because of the cost of operation, Xia Zi Chen's retail profit in Taiwan is better than that in mainland China. Hongkong is the most expensive market, followed by Shanghai. The rent in the mainland is 4 times that in Taiwan; the sales related tax rate is 17% in the mainland and 5% in Taiwan; the mainland's advertising cost is also nearly 4 times that of Taiwan. Therefore, if the operating profit in the mainland can reach 10% - 15%, then we can earn more in Taiwan.

Public information shows that in 2011, Xia TSE Chen's brand revenue exceeded $60 million, when it was expected to reach $200 million by 2020.