Xia Hua, EU Chairman, On Luxury Brands In Europe

Xia Hua, chairman of China Entrepreneur Club and fashion maker Yiwen group, is in Florence on 20 th. Earlier, when she was talking with Italy entrepreneurs, she put forward a new understanding of "China speed": it not only refers to the rapid development of China's economy, but also reflects the rapid change of China's consumer market.

All along, many people are paying attention to and talking about " China speed "I think China is a very fast country. But Xia Hua said that over the years, she has been rethinking and defining the speed of China. She thinks that this is not only about China's "faster" or Italy's "slower", but whether enterprises can keep pace with consumers.

"Consumers are changing so fast that many European friends ask me why China's market is so changeable." Said Xia Hua.

She believes that China is experiencing a consumption revolution, not only from the Internet and electricity providers, but also from the younger generation of consumers and changes in demand. Today's Chinese consumers are different from what they were 10 years ago. They not only want good brands, good products, but also require a good lifestyle.

"Consumers want you to be able to talk to them in the same context." Xia Hua told reporters that many European design brands still operate in China 10 years ago, opening a store "proudly waiting for consumers", but more and more Chinese consumers want the brand to "find me in the crowd".

"Today's consumers' sense of being" is very strong, and they will ask, "is the elegance of your brand relevant to me?" Xia said that many young Chinese consumers are not even interested in the old story of traditional brands, and think that those elements are too far away from them. On the contrary, Chinese young consumers need more involvement with brands.

On the day before the interview, Xia Hua also said that whether to become a "new lover" of Chinese consumers or the "old love" in their memory is a new proposition for every high-end manufacturing brand.

In recent years, some European and American Luxury brand Some "Chinese wind" products designed to cater to Chinese consumers actually misread consumers, making people laugh and cry. Therefore, such a "co creation" model may be more accurate in docking the Chinese market and become the trend of future development.

Another point of internationalization is that products with oriental aesthetics are becoming more and more popular in the European market. Xia Hua also considered the possibility of "March" to Europe, but would also adopt a cooperative and innovative mode, and good Europe. Cooperative partner Design products together.

"The same reason we are far from Italy consumers. If we really want to succeed in this market, we must use the help of our Italy partners to understand what the people here like. Said Xia Hua.

"Internationalization today, whether you like it or not, has already arrived." "In fact, we have been internationalized in the Chinese market," Xia said. Many of its stores in China are international brands and Italy brands. "From a certain point of view, we have won many European brands on the runway of Chinese business." She pointed out that this "win" not only refers to income, but also to the understanding of Chinese local consumers. "When we came to Europe 10 years ago, we were welcomed by Italy, because many companies wanted to sell our products to China through our products. Today, I think we will become a more popular partner, because we already have the core competitiveness of fashion enterprises. The core competitiveness of Xia Hua is a loyal customer who knows millions of enterprises and enterprises understand each other. "As I said before in the seminar of Sino Italian entrepreneurs, the cooperation between the two countries has entered a new stage. 10 years ago, when we introduced good products from Italy, we created capital cooperation. Now we are working together to create products that are more in line with Chinese consumer demand.

Xia Hua believes that for both sides, cooperative innovation is the best way, while activating the market, it also plays a great role in activating the creativity of Italy enterprises. "We have a lot of cooperative raw material factories in Italy. In the past, they would not understand why you chose this kind of fabric and not choose that kind of material at the annual ordering meeting. Afterwards, we invite Italy's raw material designer to come to China every year, directly facing consumers with Chinese designers."

In this process, Italy designers suddenly discovered that products that were popular in Italy were not necessarily feasible in China. "They suddenly began to understand what Chinese consumers really like." The key to all this is to push down the wall between "Italy made" and Chinese consumers.