What Is The Origin Of Xia Hua, The Chairman Of Yiwen?

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", and feel that 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.

When Sino Italian enterprises cooperate in the current era, Italy needs to fully realize that China's "new power" -- enterprising spirit of enterprisers, entrepreneurial enthusiasm of young people, and younger consumer market can bring vitality to the "old" Italy.

"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 going through a field.

This revolution comes not only from the Internet and electricity providers, but also from the younger and changing demands of consumers.

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.

"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, we introduced good products from Italy, and then produced capital cooperation.

Consumer demand products. "

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.

In recent years, some of the "Chinese style" products designed by some European and American luxury brands to cater to Chinese consumers actually misread consumers.

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 of designing products with good European partners.

"The same reason -- we are away from Italy.

It's also far away.

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.

As an entrepreneur with more than 10 years of cooperation with Italy enterprises, Xia Hua has come to communicate with Chinese entrepreneurs delegation, and there are many new experiences. The most obvious thing is that he feels the desire for cooperation between China and Italy.

"We begin to feel that we need each other."

Through the developed and increasingly frequent human exchanges on the Internet, the two countries have improved their understanding. Both enterprises also realize that they not only need each other's market, but also need each other 's "idea" (creativity).

"Especially entrepreneurs in Italy can feel that their desire is stronger."

The second difference is that in the past, most Chinese and Italy enterprises were co operating with the same industry, but this time produced many cross industry cooperation possibilities. For example, a Italy entrepreneur in a movie industry expressed his hope for a special trip to China to discuss cooperation with her.

"Cinema and fashion have always had close cooperation.

Movie is a feedback of contemporary lifestyle. Fashion brands want to establish an era background in films. "

For example, she said, Italy brand ARMANI was launched through an American dancer.

Today, Italy films are seeking cooperation with Chinese fashion. It also shows that China's fashion attitude is becoming more and more accepted in the western market.