Xia Hua: Chinese People'S Sense Of Fashion Just Wakes Up.

In the doldrums? No, Chinese fashion sense is just waking up.

Reporter: what do you think of the current downturn in China's garment industry?

Xia Hua: I think it is a wonderful era, because today all luxuries are beginning to face up to Chinese consumers. They find that Chinese consumers are no longer buying because of a LOGO. Chinese consumers really have their own personalized consumption, and the Chinese sense of fashion has just revived.

I just feel that such an era is a new first year for Chinese brands.

Chinese designers are also the first to face their works with great pride.

Chinese brands have ushered in a good opportunity.

China's consumer groups at all levels of consumption begin to think about cost-effective, and Chinese enterprises are the easiest to win.

Moreover, domestic enterprises know more about consumers' detailed needs and consumer psychology, so they can make products suitable for them.

Reporter: what is the plan for Yi Wen in this good opportunity?

Xia Hua: six years ago, we started sending designers to the mountains to embroider clothes with embroidered girls.

The process is very difficult. There is no road and no car. Sometimes it takes a whole day to enter a village, and can not bathe.

But those who can not even speak Mandarin can embroider beautiful mountains, rivers and flowers without drafting.

I willfully take these embroidered ladies to Beijing, Shanghai, Paris, London and Milan for embroidery exhibition.

Reporter: what is the original intention of doing this?

Xia Hua: the so-called modern civilization is fighting time and rapidly developing tourist attractions one after another. During this period, many ancient civilizations were swallowed up.

Many exquisite embroidered girls do not embroider, run to the scenic spots to sell ice sticks, fried melon seeds, and feel that this is more profitable.

I think it's a pity.

So a large group of people were encouraged to go in.

As a Chinese clothing brand, the whole world now gives us a huge question mark: how long can it last? But I particularly want to say that when we are all anxious, we should listen to our inner voice.

Reporter: where are you making the profit? Don't you worry about no output?

Xia Hua: No, I strongly believe that the era of Chinese aesthetics is coming.

In this process, we all ask: can not find a business model, can survive? I think the business model is naturally found in the process of doing things.

For example, I built these embroidered mothers in the mountains and built museums in the rape and mountains. Many entrepreneurs and designers feel great about it.

This year, we will bring thousands of entrepreneurs into the mountain to take a handicraft art tour, eat a long table banquet and watch their embroidery.

There is a market for art tourism, embroidery products and creativity.

Now, embroidery in these mountains has been moved to household products such as cushions, toilet mats, bedclothes, and fashion products such as clothing and bags.

Reporter: how do you think you can promote these excellent embroidery techniques to the whole world?

Xia Hua: China's excellent embroidery technology should form an industrial chain and make it a fabric pattern that can be applied to fabric products.

This is the place where Chinese enterprises, these embroidered mothers and the world appreciate their beauty.

Yi Wen has already set up an Entrepreneur Club. Members can come to pick up embroidered products from our embroidered mother, and also develop deep art tours.

Many good projects.

Reporter: has the domestic garment industry begun to change its channelization? Is there any contact net plan?

Xia Hua: I think, for customers, online and offline are not important, it is just a way, products are the most important.

Nowadays, almost everyone wears clothes more carefully than before. The total demand has not changed or even increased.

Now almost all of the customers are connected through the line with our wardrobe housekeeper, and our distribution is done through the line.

In 2014, VIP customers of Yiwen group grew rapidly. The group's performance also increased by double digits, reaching 27%.

It is expected to increase by more than 40% this year.

Reporter: now there are more and more domestic designer brands. Do you have any plans to get involved in the buyer's mode?

Xia Hua: Yes, Yi Wen plans to set up some designer shop which is different from the past.

There will be more than 20 different designers in each store.

But we are not simply buying models, but are actually involved in design and production.

Some young designers who have ideas have no mature supply chain system. We have chosen them to make money for backstage supply chain management, from fabric to accessories to production. Designers' talent combined with the operation of mature enterprises can produce products with strong design and high performance price ratio. Its market competitiveness is stronger and will attract young consumers.

It can be said that the spring of Chinese clothing has just arrived, and that the future richest of the world's clothing industry should be in China.