What Is The Development Of Viviennetam In China?

According to the world clothing shoes and hats net, yesterday, as Mercedes Benz China International

international

The highlight of the night.

The 2018 spring summer fashion conference was held in Beijing Hotel near the Tiananmen.

The Golden Hall of the high and empty sky is resplendent, red walls and green tiles.

This pure Beijing atmosphere is especially suitable for Tan Yanyu, a Chinese American designer who has lived in the United States for many years.

Born in Guangzhou, China, Tan Yanyu moved to Hongkong with her parents when he was 3 years old. He studied in the design specialty of Hong Kong Polytech University, and came to the US in 80s of last 80s. In 90s, he finally established his own brand.

Along the way, she is very clear about her positioning as "bridge". On the one hand, she uses oriental culture to inherit. On the other hand, she uses western culture to create designer brand between East and West.

To some extent, her product is equivalent to the cultural ambassador of China and the West.

This time, the theme of the fashion series released in China is "The Classic of the Great Wilderness", which is mainly composed of traditional Chinese blue and white blue, bamboo green and sand brown, and is full of elegant oriental flavor.

She has always been good at using Oriental design elements, such as printing, bamboo ink and so on, hanging on the western form.

I can see that this is what she is best at.

It is worth noticing that at the end of the fashion show, the main character is "Hu Yin Ji 2".

Tan Yanyu said that seeing this movie brought her a lot of emotional movements, and this fashion series came into being.

Two months ago, when the New York fashion week was first released, Jiang Zhiqiang, producer of the movie "catch the devil", came to the scene.

But today in Beijing, China released this series, for Tan Yanyu, the meaning is different, which is mixed with many congratulations and excitement.

Recently, the listed company, which has been making China's high fashion group as its target, has successfully carried out the Chinese mainland operating rights of Chinese American designer brand Vivienne Tam with the price of 37 million RMB.

In August 8th, the Shenzhen singer's clothing Limited by Share Ltd signed a share purchase agreement with Peony Power Limited, a shareholder of Vivian Tan Fashion Co. Ltd.

According to public information, 75% of Peony shares Power, Limited shares 25%.

Xia Guoxin, chairman of the song, said she appreciates her design talent and admiration for her continuous promotion of the integration of eastern culture and the international community. We have a strong trust between us. This foundation of cooperation is very strong.

About the beginning and end of this cooperation, Tan Yanyu said, "I have known Mr. Xia for many years, and I have been very good friends before. This cooperation is also started by our common friends."

The reason why we choose him as a partner is because we share a common culture and share a common goal.

Vivienne Tam 2018 spring summer series

For Tan Yanyu, this should be the most suitable choice for her.

In terms of division of labor with her, she only needs to focus on brand creativity and product inspiration, and sales channels and supply chains will be handed over to her.

This is also the most consistent with her pace of life.

"What I love most is traveling everywhere, and many design inspiration comes from my journey.

I have been to many places in China, such as the habitation of Miao and Yi people. Their traditional culture treasures make me very moved.

Why do I have to spend a lot of money on Western luxury goods? This makes me more insistent on promoting oriental culture.

Vivienne Tam was founded in New York, USA in 1994. Up to now, there are more than 30 stores all over the world - but there are no Chinese shops.

But this situation will change next month because of the new partners.

In December, Wangfujing in Beijing was about to open Vivienne Tam, China's first store.

Tan Yanyu told BoF: "Vivienne Tam is not only a women's clothing, it is also a lifestyle brand, with multiple product lines.

For example, the Chinese furniture that I like very much will be presented to you in the future.

This is already the five high-end brand of the Song Song Si banner.

In 2015, after being officially listed on the Shanghai Stock Exchange, Xia Guoxin, chairman of the company, began the "listing" strategy immediately.

"Before and after the listing is completely different platform and logic, before listing is to use today's money to do things in the future, after the listing can use future money to do today's business," he told BoF: "only make full use of the capital market platform to operate is meaningful."

At present, Ge Lisi owns high-end women's clothing brand Ellassay (Ge Lisi), 15 year acquisition of high-end German women's clothing brand Laur L, 16 year acquisition of the US trend brand Ed Hardy, French light luxury designer brand IRO, American designer brand Vivienne Tam, has initially constituted different price and different positioning of the high-end fashion brand group.

For the frequent investment logic of international brands, Xia Guoxin said that he did not make a luxury market, nor did he become a mass market, focusing solely on high-end brands.

After buying the brand, he was always good at using its channel resources, such as the first acquired international brand Laur L, and opened 16 stores in Greater China in 2016 to achieve a revenue of 29 million 580 thousand.

In 2017, the number of shops expanded further.

By September, Laur's l revenue had reached about 63000000 and its gross margin was 81.59%.

It is understood that Vivienne Tam next year will also plan to open 15 stores in China, settled in Beijing, Shanghai, Guangzhou, Chengdu and other front-line positions.

Xia Guoxin's proud "grace mode" is expected to play again on the Vivienne Tam brand.

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