Xia Hua: Embracing Tradition Is Always Different From The Market.

Xia Hua always speaks one sentence in her public speech, and the emergence of this sentence can always make the entrepreneurs present sigh and sigh: "fire is for a while, life is a lifetime".

With the post-90s, 00 after the new generation of the main force, the market has undergone tremendous changes, they no longer simply consider the brand, price factors, many times to pay more attention to the feeling, especially in clothing and other fast products become very obvious.

The clothing industry has experienced several years of downturn, and many lines are closed.

With the inventory clearance, the burden on the production line has finally bottomed out since last year.

From the perspective of market reaction, the old Taiping bird and Lining successfully stripped the "middle-aged" label and became younger and became the favorite brand of Z generation young people. (editor's note: Z generation refers to the generation born between 1995 and 2010).

It is not just them, like Burberry, Armani, Dior, which represent the traditional luxury goods will be younger on the theme of the brand.

However, during this period, the group of the wing group went against it, instead of seeking younger people to embrace tradition and move from big cities to deep mountains.

This reporter interviewed Xia Hua, chairman of the board, trying to understand the underlying code.

"Always be different from the market."

When he interviewed the author, Xia Hua wore a red coat, embroidered with the pattern of Buyi among his sleeves and buttons, which was highly recognizable in the crowd.

As a practitioner in the clothing industry for 25 years, Xia Hua believes that if we want to become an evergreen tree, we must keep innovating.

As she recalls, "the first pot of gold in the market is created by innovation. When the market is black, blue and gray, we go to make a colorful checked suit. When the market is all fashionable and modern, we start to advocate traditional crafts and start to slow down."

17 years ago, Xia Hua entered the deep mountains from the big city, and found eight thousand embroidery mother began her second pioneering work, and founded the Chinese handicraft workshop.

The handicraft products of Dashan become modern Chinese aesthetics and turn Chinese handwork into a global fashion.

Compared to the competitive fashion fashion brand, Xia Hua believes that it is necessary to make a Chinese dress and a Chinese fashion, so she will bring embroidery to the world.

1 years ago, Chanbes, chairman of the board of directors of Burberry and British business ambassador Barbara were invited to visit Yi Wen's Embroidery performance and exhibitions in China.

From then on, Barbara and others became the crowding of Chinese embroidery.

"Ambassador Barbara will wear Chinese embroidered clothes on every important occasion. In her words, it is a one hundred percent place to return. This is our unique place."

Xia Hua said.

15 years ago, Ewen's stewardship service enabled Ewen to have hundreds of thousands of high net worth customers. The annual fashion planning and wardrobe collocation were all handled by housekeepers.

Steward mode directly avoids the hard competition in the market. When consumers do not enter the store, Evan has already had a relationship with consumers, occupying market share ahead of time.

The butler service appeared during the SARS period. At that time, there were hundreds of stores in Yiwen, but everyone wore masks during the SARS period, and no one went shopping at the mall.

So the housekeeper service was born, which directly directed against the consumers' fear of shopping on the street, and provided the housekeeper's door-to-door service to solve the problem.

This not only saved the potential customers, but also grabbed the customers of other brands. Secondly, in the housekeeping service, customers could feel the communication with the brand and increase their brand loyalty.

Thirdly, professional housekeeping services also enhance consumers' perception of clothing and make a group of high-quality consumers produce.

In addition, the group of intelligence launched by the Yiwen group can integrate upstream and downstream supply chain.

At the level of the production plant, the 476 factories downstream will integrate information and resources, and what kind of technology and resources are clear enough to reduce the production of homogenization.

At the designer level, designers can greatly shorten the time from product development to production, and find factories that can produce products according to their design, so they can concentrate on the design.

At the consumer level, nowadays consumers are more and more reluctant to bump into shirts, more and more emphasis on their style and personality, shorten the design interval can greatly meet the needs of consumers.

This way shares data from factories, designers, and consumers, so that consumers can buy their favorite products at a reasonable price.

"It is very important for an enterprise to find its own uniqueness so that it can exert influence and explosive force in the market," Xia said.

"Culture is our real core competitiveness".

In January 12th, on the day of the interview, a "deep market" opened in the atrium of less than 60 square meters in the coastal city of Shenzhen. Many people walked around, and many young people lifted their self timer shots. This kind of flash shop with a deep mountain atmosphere in the modern shopping mall really attracted a large number of people's attention.

The four women of the Miao nationality dress, the oldest is the 73 year old pan grandmother, is also the most famous embroidery handicraft, has about three million fans.

The four Miao nationality embroidered women are attracted by a large number of people just sitting there embroidery.

When the reporter entered the "deep market", there were many kinds of products from bird cages to suitcases, fans to hydrangea. The author also found that many places for placing wallets were blank, such as embroidered paintings, which also sold very well.

In the first ten years of the founding of the Yi Wen group, it has been ploughing on high-end men's clothing brand. Now it chooses to push embroidery. Xia Hua explains to reporters: "for ten years, men's clothing is always available, while women who buy clothes are always accompanied by women. Women will ask why there is no clothing for us.

At that time, Yi Wen began to study women's clothing, but I think it's not enough to rely on our version and design. I want to make Chinese fashion.

At this time, I saw embroidery, I decided it was the first time, and Chinese women only had to wear embroidery to be the most beautiful.

Since then, China has developed the brand of Hanfang and Shenzhen fairs, such as embroidery products, tie dyeing and wooden handicraft products, which attract women's groups and young groups, thus opening up new markets.

With the upgrading of consumption, personalization + scene experience + product service will become the key to new retail. Consumers are more willing to pay for environmental sense, experience and service sense.

Consumers are no longer just buyers of products, but cultural distributors and participants of design.

Xia Hua told reporters, "embroidery is an ancient craft that is very popular among young people. We can customize a pair of canvas shoes for young people and draw a T-shirt. These are unique. He will even show his stuff after he buys them."

When young people come to this sharing space, photography will bring a lot of traffic. After the completion of the purchase behavior, network sharing will bring a lot of traffic.

"So the number of people coming to the mall has increased several times."

The "deep market" has made the commercialized sales space become more comfortable, leisure and social interaction, enhancing the consumer's sense of experience. The deep market bazaar is a separate display of all kinds of products. It mainly deals with the styles of Guizhou Buyi people, rhombus decoration, tie dyeing, plus four Buyi dance and Lusheng performance.

Second, diversified products, from cultural products to suitcases, from bird cage to wallets, cross boundary and cross cultural design, whether goods or Flash shop decoration, make consumers stay longer.

Yi Wen group spent a great deal of layout culture, not only founded the Chinese handicraft workshop, but also brought the deep mountain embroidery into the royal family of London, and brought the embroidered mother to the fashion conference.

Xia Hua believes that this is a Chinese fashion attitude. It will interpret our ancient culture in the most fashionable way, which will really affect global consumers. It will also increase the added value of goods and the world influence of Chinese brands.

When it comes to culture, Xia Hua is somewhat excited.

She told reporters: "like France, this romantic fashion culture has affected the whole world. China can also. China's 5000 years of culture is our bottom line. So we dare to slow down and focus on the combination of Chinese traditional handicrafts and fashion. In fashion, I think culture is the real core competitiveness, the key is whether you can give products to culture."

However, the author consulted the flagship store of Taobao and Jingdong in which Yi Wen had been downloaded from Jingdong's custom shop, and the number of fans in other flagship stores was only 22 thousand.

There are only 65 thousand fans in evedeuomo flagship store on Taobao, and only 61 people pay the highest monthly clothing sales.

Similarly, fewer of the advertisements were invested by Yi Wen, and most of them were model video advertisements dominated by middle-aged men.

Although at the high-end level, the Beijing Gong Wang Fu Show and the great Buckingham Palace show have made the Yiwen group highly praised, but they have shown a poor performance in the publicity for young people.

In the core business of Yi Wen, whether it is high-end customization or housekeeping services, there is a need for certain wealth accumulation and social experience to choose services.

But with the increase of income, some young people also have a high level of purchasing power and enjoying life.

In the new white book on middle class men's consumption, 90% of men's enthusiasm for men's clothing has exceeded 70 and 80%.

How to penetrate young people's hearts is a problem we need to face.