Interview with Xia Hua, President of Yiwen Enterprise Group Reporter: Sohu woman is on the live forum. Is there a few questions for you? Yiwen Group has several brands? Xia Hua: There are four brands, EVE is the earliest and is the main brand, and Notting Hill, Kevin Kelly, Jace Puri are designed for men. Reporter: These brands have very strong professionalism. What are the specific manifestations? Xia Hua: Three aspects, one is the professionalism of the production design, because the man is equipped with a very high special process, special cutting, including the entire design of the line, the design of the color, concept, style, more importantly, professional differences can be For other brands, even said that the leading position in this industry is the marketing model and service model. It should be said that the marketing model, according to the text has always taken the traditional marketing and emotional marketing, is no longer just the relationship between the brand and the consumer, Sometimes I become a friend or a family member who has no other choice, because our brand is free of laundry and maintenance for life. Once guests have purchased, we have had a good relationship with our brand and our staff. Friendship. Xia Hua: The relationship between brands and consumers is any brand. All designers, including all service personnel, are designed and serviced to make consumers satisfied. It should be said that Chinese consumers are influenced by Confucian culture. Like low-key, exquisite feelings, so clothing brings them more to think about their needs from the perspective of people, to reflect their feelings. Therefore, it has always been like this, it is brilliant, atmospheric, and tolerant, but it is a luxury in the bones. Reporter: Yi Wen is the first time to participate in the fashion forum? Xia Hua: It should be said that Wen Wenchao involved in the forum very early, and there were also many keynote speakers. Last year also had the honor to host the forum. It should be the fourth time. Reporter: What's the biggest benefit to bringing in this forum? Xia Hua: Participating in this forum is not just for Yiwen. The biggest thing for all entrepreneurs participating in the forum is the ideological touch and impact. The forum is in the highest point of the apparel industry to remind Chinese clothing entrepreneurs to think twice. This year, the forum once again focused all entrepreneurs on management and innovation. Each company is faced with different opportunities for development. In the first five years of the enterprise, the company faced the bottleneck of how the market was expanding. The forum guided everyone to talk about the market and talk about market share. In the second five years, each company faced the bottleneck of management. Our forum began to focus on the internal culture of the brand and talked about the rigorous management of brand enterprises. I am also advocating that next year’s forum will more guide the issue of the occupation of Chinese garment enterprises. It should be said that in the third five years, all apparel entrepreneurs in China will face strategic thinking, and we will continue to rush down. We also After five years of implementation of the adjustment again rushed to the highest point. Reporter: The theme of the forum is innovation and management. Where is the next step of innovation? Xia Hua: Yiwen's innovation won the brand innovation award last year. At the end of the year, CCTV innovated in China, Yiwen was the only clothing brand and a clothing company took the form of CCTV's innovative brand because other brands were IT brands. , Technology brands, only Yiwen is a clothing brand. When interviewing reporters and presenters of CCTV, I also said that. In fact, many people do not understand how the brand of clothing refers to such heights. I think that Chinese apparel companies are facing more innovations, not only in terms of product style and fabric innovation, but also more importantly the terminal's service model and marketing model. The innovation, according to the text of the innovation lies in the use of the club model, involved in the fashion apparel industry, clothing brands have gradually started to become a fashionshow, not only pay attention to clothing and design, pay attention to life, our philosophy is not only responsible for the sale of clothing, The design of clothing is more concerned with the management of clothing and more importantly the problem of the privacy of Chinese men, including their guests at the fashion show, including their hairstyles. All the details of life can be solved here, that is, the nanny's 24-hour fine services. , becoming a spanning innovation in the future marketing model of Yiwen Clothing. Reporter: The last question, Sohu Women's Channel is about to open a luxury channel. Want to collect your understanding of luxury goods? Xia Hua: The luxury brand in China is a hot spot for the last luxury goods in the world. My understanding of luxury goods is like this. At the very beginning, when people were consuming luxury goods, they not only valued its quality and design. Creativity also has its own classics, perhaps more emphasis on the promotion of luxury goods on personal taste, and even on his personal decoration. But today I think that the people who really analyze the purchase of luxury goods in China will find that a question mark is formed in the mind, that is, whether a luxury product is just a symbol that can bring value to people. Does it only represent LV? Representing a series of international front-line brands, the future will be born into the real luxury products that the Chinese themselves have produced, with Chinese own brands. They not only have international fashion concepts, but also they are truly valuable. Chinese cultural elements have brought us into the fashion industry. According to Kevin Kelly, which is part of the article, we have created our own luxury goods. We use not only the most expensive fabrics, but also the best fabrics on the international market. Our clothes are hand-embroidered and they are quickly collected. Lost handicrafts are done on clothing by hand embroidery. We invited the famous old engravers to quickly engrave the words and symbols on the buttons of the clothes. Even the internationalized suits and buttons were carved into the most valuable decorations. The future luxury goods pay more attention to the connotation. Not a superficial form. Reporter: Thank you for accepting our exclusive interview.
Reporter: The outside world claims that the article is a low-key luxury. What do you think of it?
According to the text - to create a Chinese man's "luxury"