Nimmo Scarf: Qiu Xin'S "Impression Monet" Complex

A trip to Paris fourteen years ago gave life to the "Nan Mo" scarf.

The young Susan stood in the lilies exhibition hall of the Tuileries palace. In sixteenth Century, the palace architecture was luxurious and beautiful, not touching her. It was the water lily, Monet's water lily, the lake's rays of light in the sunlight, and the leaves seemed to tremble slightly, only the lotus blossoms quietly.

This is a kind of beauty that comes directly to the soul. It shocks Susan, shudder, tears and whirl.

Since then, Monet, the originator of the French Impressionist school and the art maniac who led people towards nature and freedom, has become the spiritual leader of Susan. She has applied Monet aesthetics to scarf design again and again.

When Susan and Mr. Qiu Xin decided to set sail again, they put the brand name of the scarf as "Mile".

They waited for many years, and now the time has come.

Since last year, Qiu Xin, who has been making foreign trade exports, began to pay attention to the domestic market. His headquarters moved from Yiwu to Hangzhou, which is located at the foot of the mountain with cultural atmosphere. The silk scarf with the theme of super plum blossom is in the process of brewing.

Today, scarves have changed from the past cold objects to headwear, shawls and even fashion. Sometimes they are the works of beauty, and they become the carriers of national cultural exchanges.

"The original Yiwu market will not give up, and sales in the first quarter of this year will still maintain a 12% growth rate."

What Qiu Xin wants to point out is that unlike most of the foreign trade enterprises that export to domestic markets, he is not forced to pform, but is actively taking the initiative. "Building domestic high-end silk brands has always been our original intention."

He understood that in order to achieve his original intention, the premise must be the accumulation of capital and industry, the establishment of sales channels and the precipitation of experience.

The eight word slowly came out of Qiu Xin's mouth, which is also his conviction.

In 1998, Yiwu's strong commercial atmosphere attracted him from Xi'an to Yiwu. "At the very beginning, Yiwu was only a sales area.

I saw in the wholesale market that all scarves are not trademarks, nor have they been wrapped. They are a scarf. No one knows who it is.

Qiu Xin can be said to be the first to create a brand in the scarf Market in Yiwu. He set up a provincial and municipal agent in the whole country, and formulated corresponding system to protect the rights and interests of the company's dealers.

For many years, partners and Qiu Xin have been working together for a long time, based on the strategic layout and institutional trust at that time.

"In the second year when he came to Yiwu, he formally built a factory in Yiwu, and a year later he founded a scarf firm.

In Yiwu, I am also the first person to make scarf External Wall brand advertising.

It can be said that Qiu Xin's brand marketing consciousness is very strong.

The new silk road is the right time.

After entering the 2000, Qiu Xin began to operate corporatization and cut into the international market from Yiwu.

"The series of brand perfume quickly occupied the Russian market, and opened the door to the European and American markets. A series of famous international brands threw olive branches. The company began to cooperate with HM, ZARA and other brands.

In the year when Beijing held the Olympic Games, Qiu Xin realized the changes in the international financial order and market situation, and began to plan the middle and high-end scarf Market in the Middle East. "The scarves of women in the Middle East are very particular, they must be matched with clothes, and every day there is a huge demand and huge potential in the market, so the Dubai branch is set up."

Qiu Xin realized that Chinese silk products are very popular abroad, not only overseas Chinese, but also foreign friends who like Chinese style clothes.

In September 2013 and October, President Xi Jinping proposed the strategic vision of building the new Silk Road Economic Belt and the maritime Silk Road in twenty-first Century.

In the whole international and domestic environment, the national brand is rising day by day, and the domestic consumer groups are becoming more mature, and consumption is more rational.

All of these make Qiu Xin feel that the time for waiting for more than 10 years is finally coming.

On this year's Boao forum, the veil of "one belt and one road" has been officially unveiled. This strategy will provide broad market space and historical opportunity for the development and revitalization of Chinese enterprises.

"On the eve of the new Silk Road, we are going to launch ten silk paintings, which will record the development and evolution of the silk road."

At the same time, Qiu Xin also plans to establish a silk culture institute.

In fact, I also face many temptations. In recent years, the hot investment boom has made many people make quick money at once.

But I know that none of them can achieve sustainable development compared with industry. "

He was ready to give up after the dormant period.

Monet aesthetics design "Nim" Silk Scarf

Three years of market research, let Qiu Xin collect a large amount of data.

"The high-end market of domestic scarves is occupied by international brands such as Hermes, Burberry, Louis Weedon and so on. But because the added value of products is too high, it can not become a popular brand.

Apart from these "big players", the domestic brands lack the absolute leader, and there is no scarf that is suitable for the current middle class consumption level.

So, "Naim" scarf was born after precise positioning.

But if we want to catch these consumers' hearts, scarves can tell stories and need core design to support them.

At this time,

The burden of Susan began to unfold.

"In the early years, the scarves we designed always encountered a strange circle: after two or three years of listing, the products suddenly sold out."

Later, she realized that her design concept was far ahead of the market trend.

She used the cup pattern she had seen in the European style to put on the scarf, paying tribute to Monet, the originator of the French Impressionist school, applying Monet aesthetics to the scarf design, and set the name of the brand as "Nimer", and began the first series, "impression Monet", to design the impressionist painting as a scarf.

Thus, Susan associates with thousands of years of civilization, countless or tender or magnificent stories, and can also turn small scarves into a carrier to present great epics or small stories: Silk Road series, impression series, blue and white series, and the Three Kingdoms series.

Let scarves and "stories" meet.

Now she needs more designers to form a team, "not only the designer of the scarf, but also from the housing design and industrial design, adding a variety of design ideas, resulting in design collision."

Moreover, in order to create an inspirational atmosphere for the designers, she is going to turn the design studio into a coffee shop.

In addition to the pattern design, the addition of more humane design concepts, "launch Valentine's day, mother's day and other holiday special funds", add exquisite cards to the gift boxes, and will also extend scarves and other accessories to the future.

Qiu Xin firmly believes that the future will be the business model of integrating the industrial chain, even if it is a scarf.