October 2009 On the 1st, in Tiananmen Square, a phalanx of students dressed in black uniforms of the Yiwen Group was inspected by the people across the country.
Xia Hua, Chairman of Yiwen Group
Fengtai Science and Technology Park Innovation Enterprise Tour
On October 1, 2009, Tiananmen Square was brilliant and colorful. While wearing all kinds of black clothes and being tested by the people across the country, a woman sitting on the viewing platform had mixed emotions.
She is Xia Hua, chairman of Yiwen Group, a major clothing provider for the National Day celebration. Yiwen, a Chinese men’s clothing brand, at this moment, reminds the world of China’s brilliance.
More than 100,000 sets of phalanx costumes, 200 body-measurers, and 2,000 Yiwen people spent countless sleepless nights and completed the production within 60 days.
Over the past 17 years, Xia Hua has led her company and continues to interpret legends.
Abandoning literature and pursuing business
Stubbornness, intelligence, and beautiful results bloom
From a university lecturer to a mall salesperson, to becoming an influential men’s clothing company owner, Xia Hua used her stubbornness to , wisdom and unique business philosophy have created a beautiful story in the field of Chinese men’s clothing.
Xia Hua’s excellence comes from talent and hard work.
In 1987, 18-year-old Xia Hua was admitted to the China University of Political Science and Law with one of the top three grades in Liaoning Province. After graduation, he stayed at the school as a teacher and had an enviable job. In 1992, Xia Hua accepted the project of “Inland Regional Economic Development and Legal System Establishment” of the State Council and took his students there for investigation. At the end of the research, Xia Hua made a surprising decision. While handing in her project report, she also submitted a resignation letter. She wanted to give up writing and go into business and start a new life.
Her second task is to wholesale men’s suits and shirts at a counter of less than 10 square meters in Xidan Shopping Mall. Xia Hua’s sales method is unique. He first lets customers choose by themselves, and then tells them which one is more suitable. Coupled with professional knowledge, Xia Hua’s service has been recognized by customers, and his sales performance continues to rise. The tweed black suit she launched for the first time not only broke the dominance of traditional gray, blue and black suits, but also made her a fortune.
When Xia Hua discovered that the men’s clothing on the market had many styles and boring colors, and could not always be updated, she found a gap in the market, so she began to think about creating her own brand. So in July 1994, the men’s clothing brand “EVE” was born.
Seventeen years later, Yiwen Group has successively passed “ISO9001: 2001 Quality Management System Certification”, “ISO4001: 2004 Environmental Management System Certification” and “GB/T28001-2001 Occupational Health and Safety Department System Certification”. The brands under the group’s banner have won many awards including “China’s Famous Trademark”, “Beijing’s Famous Trademark”, “Beijing’s Top Ten Fashion Brands Gold Award”, “China Clothing Brand Annual Award”, etc. They have represented Chinese clothing brand enterprises in Paris to participate in exhibitions, and have provided services for China. We design and manufacture clothing for many major events such as non-international forums, the 2008 Olympic Games, and the 60th anniversary of the National Day.
Marketing strategy
Touching men with emotion and civilization
Beijing’s high-end men’s clothing market can be said to be as strong as a forest, but Yiwen has been able to stand out in the ever-changing men’s clothing market. To have a place in the world, Xia Hua gave this answer: find your own positioning and operate with emotion and culture.
Yiwen has a clear and unique target customer group: a group of successful men from Beijing; a group of successful men from Beijing who have struggled for many years to pursue their own dreams; a group of successful men who have traveled overseas for many years and returned to Beijing to realize their own values. Men; a group of successful men from all over the world who came to Beijing to develop. They all deeply love the culture of Beijing and have integrated into the life in Beijing.
Therefore, Yiwen uses international language to speak more calmly about men’s fashionable aesthetics, and brings Chinese life philosophy into ancient costumes. She positioned the brand as: a professional men’s formal wear brand that does not simply identify men by age or class, but inadvertently touches these great and “victorious” men. She cares about men’s emotions, advocates solemn luxury, and dedicates her designed clothing to all men who will never give up on their future life after trying luck, setbacks, and fame.
In 2000, all of Yiwen’s stores were filled with color photos of “My Father, My Mother”. After seeing the pictures, many men suddenly made a decision: to call their father and buy a set. Put on clothes that fit well, cancel all the arrangements in the morning, go home and have a good meal with your parents…
Yiwen also held “My Father, My Mother, Myself”, “Wandering Son’s Song” and “Beautiful in the Wind and Rain” “Waste” and “Wish stuck in the throat” are rich in cultural activities, and the brand reputation has been significantly improved.
Give it to them, so I say that the brand’s special marketing model and service model are just an important breakthrough for us.”
In 2003.Want to serve.
Today, Yiwen’s business scope covers clothing, clothing, professional attire, corporate gifts and promotional items, international brand agency, thermal power high-tech desulfurization field, designer space projects, etc., becoming High-Tech Companies. Several major business areas besides clothing contribute about 30% of the turnover to Yiwen Group every year.
Talking about the current achievements, Xia Hua sighed a lot: “Our company has grown up with the development of Fengtai Science and Technology Park. It can be said that the hard and soft environment here are like those built for companies. A highway, as long as the company operates at full capacity, it will surely reach its destination.” Fengtai Science and Technology Park’s reputation as an outstanding enterprise and outstanding entrepreneur keeps Xia Hua moving forward.
Xia Hua, born like a summer flower, blooming with intelligence, writes the legend of Chinese fashionable men’s wear. (Ma Aiping Song Li)
(Science and Technology Daily) This article is copyrighted by Guerlain Professional Wear. Please indicate the source when reprinting. Thank you for your cooperation!
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