From New Retail To "Heart Retailing" Yi Wen'S "Embroidered Dream" Tour

In recent years, with the development of big data and the escalation of consumption, every industry is facing a change. At the same time, innovation and change of thinking become the key to mining consumer demand.

In this process, many industry players begin to fancy marketing or reshape the brand. The Yiwen group of garment industry has made a unique way out of its own way. In the past 15 years, "let the city read the mountains, let the future read the past and let the world read China." Become the three sentence slogan often mentioned by Xia Hua, chairman of the Yiwen group. Xia Hua and Yi Wen group focused on the heritage and protection of Chinese traditional handicrafts, created the Yiwen Chinese handicraft workshop, and established an accurate poverty alleviation model and a sustainable business model in the form of data, IP, fashion, internationalization, marketization and industrialization to transform handmade products into the most modern Chinese aesthetics.

It has been 25 years since its creation in 1994. At present, it owns many advanced clothing brands such as EVE de UOMO, Notting Hill NOTTINGHILL, Kevin Kelly Kevin Kelly, EVE CINA and so on. In addition to the Yiwen handcraft workshop, Yiwen group has been working hard on platform construction, and has launched an Internet platform to provide flexible supply services for the upper and lower reaches of the garment industry.

There is no doubt that on the way of development, Yi Wen group has always insisted on innovation and practice. However, how can Yiwen group better build its industrial chain, and how to lead consumption and maintain its advantages in the process of fierce market competition and escalating consumer demand? Recently, the reporter interviewed Xia Hua, chairman of the Yiwen group.

　　 Creating "embroidered dream" industrial chain

Reporter: what kind of industry operation mode is Yiwen Chinese handicraft workshop?

Xia Hua: our main purpose is not to make money. First of all, the investment of embroidery workshop is very large. We build workshops and organize training for embroidered girls, including teaching them how to take orders. After training, they can embroider the products we need. All embroidered dream workshop is actually a space for the work of embroidered mother at the back end, and a model for order training. Like a factory, it's a production system. What we really want to do is to link the industrial chain, that is, to connect the front end, the middle end and the backstage of the industry. The middle end is our database and designer; the deep market is the front end sales, which is profitable.

Originally, the skills of embroidered girls in the depths of every mountain can only embroider their own insoles, dress them, and so on. There is no way to turn them into value or to change money. What we are doing now is to open up the whole industry chain of the front end, the middle end and the backstage, so that these embroidered girls can transform the work hours of their embroidered insoles into a commodity that can earn money in these more than 1000 family embroidered dream workshops.

Reporter: at the sales side, how to transform this ability of embroidery mother into commodity?

Xia Hua: what we need to do is transform the work hours and skills of embroidered Niang into an aesthetic product that modern young people like and can walk into the present consumer family and life, and make it produce value. This is the model of value innovation that we really do. Many people in China's handicraft shops today, including some investors around the world, think this is value investing.

The channel is the deep market. The layout of our major shopping centers around the world came to London in October. Of course, the layout will be arranged in all major scenic spots. We hope that tourists can buy the most distinctive traditional handicraft products anywhere, and they are the most fashionable designs.

Reporter: how is the layout of the deep market? How to ensure maximum sales?

Xia Hua: we are basically accessing the mainstream shopping center of the second tier. First of all, we very much hope that this business has its own value proposition. Second, we very much hope that this business has large traffic volume. If its traffic volume is large, it will also be a very good impetus for us. Like Wanda, the national chain business is more suitable.

We cooperate with shopping malls. We all put together and share revenue. We created a shared model with the mall. Shopping malls also regard this as a way of aggregating consumers. We are a sharing model, shopping malls share all the foreshadowing of our 15 years in the deep mountains, and we have created such a good platform for the deep market, and we also share the dividends of these traffic in the business.

The sale of the deep market is good. Basically, a market is set up for a month, which is equivalent to the sales volume of regular shops for half a year.

　 Facing consumers: temperature and attitude

Reporter: how does Yiwen group realize the healthy development of many brands?

Xia Hua: we have a lot of our own brands, and now they are developing very well. Because our brand positioning is very clear, we pay special attention to services, pay attention to temperature and attitude. The second is what we have done to build "integrated intelligence". We create the platform of "integrating intelligence" to integrate the factories with very good manufacturing capability. We organize the front-end sales and designers, and create some explosive products and some characteristic products together with these factories.

I think this is also a revolution in the clothing industry. Our exploding market has begun to explode, so that Chinese consumers can buy the best products with the most suitable money. At the "market of explosive products" in the major shopping malls, 199 yuan can buy the most popular pants in today's market, and 299 yuan can buy the best sweaters. We have about more than 1600 designers working with factories. Most of them are some big suppliers, and the quality of their products is guaranteed.

In addition, we put the market data collected in the past 25 years to the factory, and then really produce every product based on market demand. This is equivalent to integrating the best quality elements of the industry together, and finally facing consumers together. So many consumers call us "made in China".

Nowadays, clothes in shopping malls are really too expensive. Many young consumers can not save a few months to spend on a piece of clothing. We hope to buy products at a relatively cheap price, so we will do it. We hope to create a consumer scenario that gives young people the bottom line.

Reporter: how can we resonate between products and consumers?

Xia Hua: there is no other way, only let consumers participate deeply. When you sell these ancient embroidery pieces in the mountains to the consumers in the city, you didn't understand them at the beginning. We will find the best mountwork to mount and find many consumers to choose from.

This process is only iterative and continuous communication with consumers. From this perspective, the deep market is an open platform. Many products are created by consumers, such as our mother's embroidered clothes. Let mother in Dashan embroider a dress for her mother. This is the demand of consumers. After consumers are asked to do it, we will do it. So in my opinion, in this era, the most important thing is how to really let consumers have a sense of participation, and then really create new products with them.

Reporter: now many industries are turning younger. How should the clothing industry attract young consumers?

Xia Hua: attracting young consumers is that it can experience scenes. The reason why our deep market attracts consumers is that we move the most beautiful national culture in the mountains to urban shopping centers, move the lifestyle of those elderly people to urban shopping centers, so that many young people can experience different ethnic lifestyles here, and then buy the most fashionable products.

For example, the batik business shoes are very popular with young people, because the wax painting artists at the scene will draw pictures on the spot according to their old and new designs and consumers' own patterns, and customers will be able to take them away for three hours. Young people especially like this kind of experience consumption, and especially like this kind of DIY design that they participate in, so we let a large number of young people have the opportunity to participate. Now we are talking about the experience economy, and the scenario consumption and experience economy are two characteristics of the deep market.

　 Double value in clothing industry

Reporter: what is the most critical factor in the future development of the garment industry?

Xia Hua: I think apart from guiding consumption trends, it is the product itself. First of all, we need to have a deep understanding of the needs of consumers, but at the same time, we must also guide consumers' needs.

If it just fits, I don't feel ahead. There are double values in the value of my product: one is the rational value, the rational value is the consumer's function to buy it; the other is the perceptual value, that is, the consumer buys a product, which is special, story and culture. I think these cultures, these stories, these feelings are actually emotional value, and consumers are very demanding.

Reporter: how can we achieve the double value of products?

Xia Hua: double value is rational value plus perceptual value. For example, we build embroidery dream workshop, and set up intelligent manufacturing products. Just like today's mountain market is so concerned, from the perspective of consumer psychology, it not only meets the material needs of consumers, but also meets the spiritual needs of consumers. For the first time, I also lit up a sense of inner nobility after a consumer bought a product. They thought they had bought this product and helped the elderly in the mountains. So today we have a lot of iron powder, and not only do we buy these iron powders, but we also recommend their friends to go to the market.

Reporter: what is the development plan after Yiwen group?

Xia Hua: now we have made more than 20 nationalities. I hope to make the production capacity of these 56 traditional handicraftsmen truly become a global competitive and fashionable value.

We hope to transform these capacities of millions of craftsmen in the mountains of China into the most fashionable products in urban consumption by using a pair of magic hands or using the most innovative business models. We will create the most modern IP in the depths of millions of these embroidered mother crafts in the mountains and tell the Chinese story in the most fashionable way.

　 (future outlook)

Starting from "heart"

The analysis of the economic operation of garment industry in the first half of 2019 shows that in the first half of 2019, facing a series of periodical and structural problems, the industrial transformation of China's garment industry will continue to accelerate. At the same time, enterprises and brands need to pay more attention to the satisfaction of consumers' self needs, which has become an important starting point to adapt to the upgrading of consumption and stable development of industries. The group has been exploring the above issues.

In the fierce market competition, how to accurately locate each brand and how to break the bottleneck of brand clothing growth is the problem before Yi Wen group. In this regard, Xia Hua told reporters: "our own brand is a lot, and now the development is also very good. Because our brand positioning is very clear, we pay special attention to services, pay attention to temperature and attitude. She also said that for the precise positioning of the brand, simply expand the scale, will only make the brand strategy distortion, brand uniqueness and individuality is the guarantee of brand loyalty. Back to the development of Ewing group, from Yiwen China handcraft workshop to gathering intelligence manufacturing company, every step of the company is constantly innovating and trying.

In terms of resource integration, Yiwen group has already started strategic deployment. In 2014, Yiwen launched a system model based on industrial digitalization, which is aimed at providing consumers with "brand + explosive products" for consumers at the end of the market. According to the introduction of Xia Hua, the collection of intelligent manufacturing can cross industry barriers horizontally, so as to provide consumers with the best product service and consumption experience.

For decades, Yiwen group has been practicing "heart retailing". In fact, Yiwen's "heart retailing" is essentially more satisfying the needs of consumers. As Xia Hua told reporters, corporate brands first need to have a deep understanding of the needs of consumers and then lead consumers. Today's market needs valuable products, and consumers prefer products with culture, connotation and attitude. Only when the brand gets more value recognition, market feedback and resonance will have greater power.