Beijing Yi Wen Group Delivers Love With Its Brand

The core competitiveness of Yi Wen is consumers and

Touch of the soul

Xia Hua said that it is necessary for her to establish Yiwen, because she is a person who starts from the heart and fight for dreams.

In 1994, Xia Hua resigned from China University of Political Science and Law and set up a senior teacher.

Yi Wen.

In 2001, the romantic movie "Notting Hill" touched Xia Hua, so the fashionable and elegant menswear brand "Notting Hill Notting Hill" was born; in 2008,

The main trend of "fast fashion" swept across China. Xia Hua created the men's fashion fast fashion brand "Jacqui Puri Jaques Pritt". When people began to understand high fashion and private custom, Xia Hua's "Kevin Kelly Kevin Kelly" has become the exclusive private custom of many upper class personas. In 2011, it launched EVE CINA (Yiwen China), focusing on Chinese culture and high-end customers with international foresight.

"Customers come and go with you, not because of a garment, but because of the value identity of the brand."

According to Xia Hua, the quality of Yi Wen is not how much money can be made every year, but how much the number of people who love the brand from the bottom of their hearts depends on how much the dependent guests can go with Yi Wen. In the final analysis, whether or not Yi Wen can penetrate into the hearts of customers.

Therefore, Yi Wen claims that it is not based on age, status and income stratification, and will target customers to all men who have tried happiness, frustration and honor and never give up their future life.

"The most important thing for a man to lose is love, to love, to love and to be loved, and the greatest positive energy is love."

Friends who like Yi Wen often find an exquisite hanging tag on each new dress, with the emotional stories that resonate with them.

Such as "wearing a suit for the first time", "Daddy's stomach disease", "Hometown" and so on.

Ewing also has a special housekeeping department to hold a wedding, a birthday party and a sick family for the guests.

The impression left on the consumer by Yin Wen brings the love into the consumer's heart.

Corporate culture is the foundation of brand's long-term development.

Cultural power is the ultimate competitiveness of brand long development. It highlights the brand's taste and connotation.

Xia Hua believes that clothing is increasingly becoming a cultural derivative from the attributes of physical products. Consumers are no longer simply satisfied with the quality and style of products. More needs are expressed in the appreciation of the cultural information conveyed by the brand and whether they agree with the brand culture, which will be the key to decide the brand attitude of consumers.

At the same time, in the face of increasingly competitive market environment and facing more and more foreign brands competing for the Chinese market, the key factors determining the success or failure of competition are not hardware factors such as technology and equipment. Planning and creating a penetrating brand culture is the key to determining the outcome of competition.

There are many words of wisdom in Xia Hua, which have been written into the group's internal magazine "Yiwen" and become the source of motivating employees to be busy and happy.

For example, the spirit of bamboo - the vitality of bamboo is very striking, and it is like the power of the Chinese people to get out of the ground overnight, like the wisdom of digging up well - the chance of human life is not much. Most of them are endurance and perseverance. Many people are digging holes instead of digging wells. They always change places. In fact, if they persist for a while, there will be a continuous flow of water. For example, the philosophy of flooring - many seemingly successful people can easily become ceilings and always look down on others. The truly successful people are actually those who are like flooring, who can carry everything. Life is not a temporary gain or loss, but a total exchange, and the heart of a sea is the biggest winner.

Yi Wen is a nest that birds carry and think of when they feel warm.

Those who have visited the Yi Wen building may feel the casual touch and touch.

Ancient antique, beautiful couch, light camphor wood, split glass, curved corridor...

If you compare a bird to a bird, you walk into it. It's like walking into a nest that a bird carries and thinks of.

"Home is where everyone starts, and where everyone returns. Here, every day, everyone is working with poetry, and sincerely paying."

Xia Hua said that in the context of Yi Wen, not only the systematic and rational management, but also the emotional concern for every employee, all employees had a sense of family that was difficult to give up.

The stability of an enterprise must first be based on a common philosophy of enterprise, with a common choice of value, so as to maintain the harmony and eternity of the internal relations of enterprises, so as to make choices under difficulties and temptations.

Giving employees enough room for development to enable everyone to give full play to their intelligence is the greatest motivation to go further.