Cheongsam: The Beauty Of Chinese Charm Is Popular Throughout The World.

It can not be denied that in the increasingly vigorous cultural life today,

The development of culture is constantly breaking through and innovating.

Thanks to today's integration of global culture and fashion, all kinds of styles

They are pouring into China at an unprecedented speed. The information collision has sparkled a strong spark, and creative change is bringing new life to Chinese fashion.

The condensation and breakthroughs of traditional essence are constantly emerging.

From the first tier shopping malls in the north to Guangzhou and other super cities, to the textile and garment specialized market in the heavy industry, embroidery, brocade, ink and ink printing, wide robe and big sleeves and other traditional symbols are blossoming in innovation.

2016 (Autumn) the "contemporary Chinese costume exhibition area" is coming out.

Located at the core of No. 2 Pavilion of National Convention and Exhibition Center (Shanghai), "contemporary"

"As a new exhibition area, many exhibitors have been highly sought after, and there are more than 20 outstanding brands from all over the country.

Among them, there are both classic silk costumes and Hangzhou embroidery and Guangdong embroidery, which are also famous for their millennial history. There are also inspiration from Zen dresses. There are more ornamental enterprises that combine perfectly the embroidery elements. The site has more activities areas. Combined with the show of Chinese costumes, static display, tea Zen, and the exhibition of the masters of the intangible cultural heritage, we are looking for the beauty of Chinese traditional culture.

As for the inheritance and innovation of Chinese culture, the enterprises and brands participating in the "contemporary Chinese clothing exhibition area" have their own aspirations.

Have a special liking for "tradition"

In the women's clothing market of "Suzhou Hangzhou first station", which is the main silk dress and creative cheongsam, the market sales statistics in recent years tell Chen Haijun that the market demand of traditional clothing with design sense has been going up.

In the first station of Jiangsu and Hangzhou, more than 100 large silk fabrics were concentrated in Jiangsu, Zhejiang and Shanghai.

Manufacturers and brands, high-end products accounted for Hangzhou

About 80% of the share.

In Chen Haijun's view, the whole world has a unique love for Chinese silk.

It has stirred up the precipitation of Chinese culture for thousands of years. It is of great significance that silk represents Chinese clothing "going out".

Holding the same view is Li Jianhua, President of Wan Shi Li group, who is preparing for the 2016 Hangzhou G20 summit.

"Let silk become a bright card for the world to know China and show Hangzhou.

Let silk float in G20.

The G20 summit is approaching. For Li Jianhua, who has spent the whole life of silk, this opportunity can not be met. If he can practice in such an international competition, it will be significantly improved from the procurement and design links to the level of the whole industry.

He hoped that after G20, "we all think silk can represent China".

And the same thing is true.

He Xiaoling, general manager of Chaozhou Dongyu craft Fashion Co. Ltd., combines traditional Chinese handicrafts with western style tailoring techniques, and travels in overseas markets such as France, England, Italy, Germany and Spain.

"There is no aging.

Only the old mind and the rigid design. "

He Xiaoling said that Dong Yu's main role is to wear western style women's dresses. 80% of the products are exquisite, handy and embroidered, and combine the essence of China and the West.

Traditional and modern, Chinese and Western style, fine and simple, a pair of seemingly contradictory words, in Dongyu's dress design and production, has been integrated.

In fact, regardless of silk or embroidery, the debate on product positioning has never stopped. Is it the "upward" value, the high-end or the "down" approach to ordinary people's homes and the formation of large-scale industries?

"The product should go to the high end and reflect the value, and the price should be close to the people and enter the life of the people."

Chen Haijun said "the first station of Suzhou Hangzhou" business attitude: only Pyramid spire, the market is so big, it is impossible to eat all the cake.

Inherit the ingenuity and make the product the best, and the price must be close to the civilian population so that people can afford it.

Who will solve the problem of embarrassment?

It is a more realistic question how to be accepted by the public after a clear positioning.

Chen Haijun also had to admit that tradition

In today's society, "market" is a bit awkward. It is only remembered on special occasions such as festivals and activities.

Compared with the kimono culture in Japan, Chinese traditional dress is not widely worn.

"In Japan, a hand-made kimono will cost about 200000 yuan. In China, handmade embroidered cheongsam priced over 10000 yuan has become a high-end. Obviously,

The price and quality do not match. "

"Take Qipao as an example, there are many enterprises in Qipao on the market, but few have enough influence, so we need to change the product culture of cheongsam."

Ten years of Chinese clothing and cheongsam's Chinese era.

Liu Xuan, general manager of the company, observed that brand culture and product innovation are the two major fetters that hamper the traditional clothing enterprises' difficulty in being bigger and stronger.

"Local brand operation tradition"

With the help of foreign business philosophy and operation mode, Chinese brands must use their own culture. In terms of product characteristics, cheongsam's style is of a single structure and has the highest technical requirements. The fabric and embroidery varieties vary greatly, which determines that the personalization of cheongsam products is more prominent and the batch production is difficult to carry out.

Liu Xuan said.

The same is true for Dong Yu who uses the fusion of Chinese and Western cultures.

He Xiaoling believed that

It always carries people's emotional and value trends in different periods of society.

Operators need to dress as a cultural operation, not just as a commodity marketing.

On the basis of focusing on business docking, the upcoming CHIC2016 autumn exhibition has introduced a display area that highlights cultural significance - the contemporary Chinese clothing exhibition area.

This exhibition area has attracted these "obsession" in tradition.

People, whether Chen Haijun or He Xiaoling, are full of expectations for this stage.

Innovation led the "contemporary Chinese clothing exhibition area"

"The Chinese style dress has long been perfectly integrated with modern fashion design."

In Chen Haijun's view, whether it is flower design, style design or fabric selection, is far more than traditional Chinese.

There is great innovation.

"We need to constantly mix and innovate."

In He Xiaoling's view, traditional techniques bear profound cultural connotation and national spirit, but the characteristics of the times are too strong. They need to constantly absorb the essence and remove the dross and let it shine with modern trends.

"For example, the traditional cheongsam is very long, and now it is short to adapt to the rhythm and lifestyle of modern people.

It also adjusted the content of mulberry silk in fabric.

The material of silk and hemp blended is combined with the two raw materials representing Chinese culture to highlight the traditional clothing culture.

Speaking of the inheritance and innovation techniques of cheongsam, Chen Haijun's speech is full of infinite feelings and seemingly endless words.

Chen Haijun also revealed that

In the autumn exhibition, 15 women's dress brands, such as Silk Road Phoenix, red lantern, dun hand, Jindian silk, Manny Nigel, Fu Yun Xiu and Xia embroidery, will be held in 600 square meters of booth.

The beauty of the new style and the culture of silk.

Dongyu technology will be the main push.

And the banquet set, with the aesthetic value and cultural connotation of the traditional crafts, He Xiaoling said, "we are very much looking forward to the product being able to get the most appropriate publicity and display in the Chinese traditional clothing area."