Xia Hua, Chairman Of The Yiwen Group: Changing The Merchant's Thinking And Making The World's Brand

Know which industry is affected.

Is the impact greatest?

!

Since the tide of online shopping, how many clothing stores have been closed?

But at the same time, UNIQLO, ZARA, H&M and other foreign fast fashion brands are still in full swing to open new stores.

Behind the two days of ice and fire is

The difference between the appeal and the business model is also the quality of the business model. In this regard, Xia Hua, chairman of the Yiwen group, said in an interview with reporters, the impact of the Internet on the clothing industry is just a representation, and behind it is China.

A great opportunity for pformation.

"So far, there has never been a world-class brand in China.

This is very sad.

An important reason is that foreign brands have used China's good factories all the time, but China's clothing industry has been fighting for itself, and has never joined hands. "

In addition, part of China does

Businessmen or businessmen lack their brand awareness.

Xia Hua revealed that she is leading a bold business model pformation: using a platform to link Chinese factories and excellent designers for luxury goods, hoping consumers can buy the same quality clothes as luxury goods at parity.

Reporter: as a consumer, I haven't been able to buy clothes in a physical store for a long time.

How to deal with the impact of the Internet on the clothing industry?

Xia Hua: from the surface, today's

The era and the future data age will have a great impact on the garment industry.

Especially in the past two years, electricity consumption has made many.

Performance decline, and even some clothing enterprises boss running, factory closures, brand shop phenomenon.

There must always be victims in every era.

If you can't keep up with this era, or you can't accept challenges, clothing brands and retailers will die a lot.

In this era, we need to think about the problem from the perspective of this era.

In fact, the Internet brings only crisis to the clothing industry. In my opinion, the Internet age is precisely the era of real pformation of Chinese garment enterprises.

Without the impact of the Internet, individuals in every Chinese garment industry may still live comfortably in their own way.

But this shock exposed China.

A huge weakness is that the horizontal alliance between the industrial chains is not enough. The big system has never really passed through and combined.

The Internet gives us the opportunity to link China's best designers, best factories, and best terminal retailers here, and form a platform mode to make a great event in this era. This is "gathering intelligence to create".

Reporter: "craftsman spirit" put forward to China

What is the inspiration for future development?

Xia Hua: this year, for the first time in China, the "craftsman spirit" was mentioned in the government work report. All the Chinese brands were very excited.

I believe that the spirit of craftsmen will surely support Chinese brands and win the respect of the whole world.

In the clothing industry, every aspect and role should be settled down, polishing itself and achieving the ultimate goal.

Instead of saying that every factory has to think about how to survive, how to do business, how to understand consumers and how to understand design.

It's impossible.

If it puts all its limited energy on every dimension, it will give up its strongest and the most extreme.

So, 3 years ago, we began to build "gather intelligence", and now we have gathered more than 170 of the best factories in China.

Cards are processed.

On this platform, the factory focuses on polished products. It can be used for twenty or thirty years to build a shirt, a T-shirt and even a button. The designers of the world go to grind the good design, use your design and artistic techniques to present the favorite products of the consumer. The channel business is to sell the ability to sell the goods in the most comfortable way to the consumers in the most comfortable way.

Only if every role is done perfectly, can the platform system work in order to have a strong ability in the industry.

The fashion industry is now coming to an era of strong alliances, namely, long plates, long plates, and extreme perfection, so that the system can face consumers in the most extreme way.

In this way, the spirit of craftsmen can be spread and passed down.

This mode not only benefits the apparel industry chain, but also benefits consumers.

It turns out that consumers want high quality.

You can only buy brands that are very expensive.

Today, the "collection of smart products" directly eliminates many of the price increases in the garment industry, so that consumers can enjoy the same quality as luxury goods at a moderate price (possibly only one hundred or two hundred yuan).

Reporter: Although many Chinese clothing stores are closed, but like

,

,

International fast fashion brands are accelerating the opening of new stores in the world. Why are they able to rise against the market?

Xia Hua:

It also appeared when Japan's economic downturn and retail sales were at its worst. Today it has developed into a global business model.

These brands have different characteristics, but they have several common points.

First, it has a very good price performance ratio.

Second, there is a very good design, style constantly changing, suitable for many people.

Third, pay great attention to the analysis of consumers.

UNIQLO's annual styles are closely related to consumer data analysis.

I don't believe Japanese and Spaniards know Chinese consumption better than we do, but we do not pform customer needs into commercial values.

This is what we need to learn.

Reporter: in your opinion, China

What is the trend of development in the next ten years?

Xia Hua: if we look at the brand, the Chinese garment industry will develop towards both ends in the future.

One end is personalized style.

Customized, designers and teams all year round shape your style of dress.

The other end is high cost performance fast consumption.

This is determined by lifestyle and consumption patterns.

In terms of business mode, there will be really good industrial platforms to enable people to try their own businesses on this platform.

In addition, there will not be tens of thousands of enterprises in the garment industry, and several giants will be formed through mergers and acquisitions.

Reporter: China has the best factories and the largest market scale. Why has there been no real international clothing brand? Apart from the problem of resource integration, what else have we failed to do?

Xia Hua: this problem is very complicated. There are many constraints behind it.

First, from the design point of view, the European version of the Division has been passed on for generations.

Europeans have studied ergonomics all their lives, which is the theoretical foundation of western aesthetics.

The Chinese version is the last 20 years.

Second, from the point of view of marketing, the western industry chain is very complete, and we can find many people who do luxury marketing.

Only a few years after its development, it is difficult to find relevant global talents.

Third, culture is an important driving force for fashion.

A Chinese clothing brand must have its own aesthetic support.

Chinese films in the 30s of last century

Mei DAE is in a hurry, but in the 60s Chinese movies were all grey and black and military uniform.

Our culture has been out of gear for a long time.

The global influence of Chinese culture is synchronized with the Chinese fashion discourse power. If your culture does not infect others, your fashion aesthetics will affect the world very hard.

Today, Chinese aesthetics can be equal to world aesthetics. The most precious thing is Chinese traditional handicraft.

Westerners use computer and other complex procedures to achieve color contrast, Chinese embroidered Niang with a few lines to do it.

These traditional handicrafts should be cherished. We should use modern design to push China's traditional aesthetics to the world.

Finally, do

Can not be impetuous.

Western luxury brands began to take root in quality and stick to their pace of development.

Most of the people who make clothes or businessmen think in China, and a small number of people have brand awareness.

do

We need a quiet and pure heart, in the era of people's pursuit of fast, can not be affected by the hustle and bustle of the world, calm down to realize the dream.

With the promotion of Chinese cultural influence, the awakening of our generation of clothing makers and the increasing rationality of Chinese consumers, China will surely have world-class clothing brands in ten years.

Reporter: what is the difference between brand thinking and business thinking? How are the results different?

Xia Hua: the biggest difference between the two is that brand thinking is a long-term thinking and a mother's mindset.

Just like mothers raising children, they will not be eager for quick success and instant benefit. Sacrifice and hardship will not matter, as long as my child can get better in the future.

And businessmen thinking is short-term thinking, nanny mentality, hoping to succeed quickly, looking at short-term interests.

Keep your mind firmly in mind when making a brand.

Many people forget why they did it at the very beginning and what they eventually made to make money.

I resigned from the University in 1994.

That's because I like this industry.

After registering the two words of Yi Wen, I hope it will become a glorious brand in one hundred years.

Yi Wen lived for 22 years today. Many brands that we looked up before have disappeared.

Along the way, we made a little bit more dignified, brighter and more blooming.

So, don't forget your mind. When all kinds of choices or temptations come into being, you can not hesitate, do not linger, and enjoy the process of striving for ideals.