Interview With Chairman Of Yiwen Group, Xia Hua

Last night, at the APEC China Business Leaders Forum "Beijing night talk: what kind of entrepreneurship is needed today?"

Chairman Xia Hua received an exclusive interview with reporters.

Xia Hua said that Chinese retailers have been invited.

Come in, but luxury can only be shared, not shared.

When there is a crisis, luxury is a consideration of its vested interests.

From 2008 to now, they see that these two rounds of business can be very stable, or China's own brand.

Xia Hua: a clothing company with its own brand, and has been doing very well these years.

The most important thing is that the more typical the industry is, the more crisis it is, and the more time it takes to achieve success, the more chance we can get. Because the first round is actually the activation of China's real consumer goods market, and even the rigid demand of consumers has been pulled. This should be said for so many years. But in the development process over the past ten years, a group of enterprises with their own brand ideas and innovative abilities have been growing up in China. Then he is exactly the reason why I feel skincare in such a whole commercial circulation field of China, because why these luxuries have become a make-up in fact, you can see all these big department stores in China all these years, and retailers have invited these luxuries to come in. You can see that now it is almost global. Like I just this year, there are about more than 30 very good investment companies in the world coming to our company.

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But luxury can be shared, not shared, and then you will find that when a crisis arises, luxury goods are very concerned about its vested interests. So at this time, you will find that you really stay in this, and then let Chinese businesses, no matter how hard it is, from 2008 to now, they see that these two rounds can make the business go very steady, or China's own brand.

So these independent brands, I think, especially when the whole market tends to be rational, they see the strength of this role. So in recent years, we will find that more and more international attention of these brands is very high, like Ivan now because we are not only in the Chinese market, but also in the international market, because London's fashion week we made the opening show, we will be the only London Olympic Games in the only show, to the Chinese brand, so you will see that the whole world's expectations and concerns, this is very, very important.

In fact, when I say the right time and the right choice, I have created a good brand enterprise, which must be for the fashion industry.

Because the difference between China's fashion and the European side is that the time is too short. We are too young, and this is insurmountable. People always say that it is insurmountable. But I think it is particularly important that, in today's new growth point of economic development, I particularly want to talk about the role of Chinese brand. I think this role is very important, not only at this time with the expectation of the whole world going out, but in fact, the brand advocated by the Chinese government should go out, such a big country, then a big textile country, and its own market volume is huge, and then it carries the expectations of the whole world. But I think the most important step is to go out of the two step, Chinese enterprises do not do it, we can not go out.

　　第一步就是整个全球供应链的，这非常重要，因为一个好的，其实所有奢侈品最值得我们学习的核心点是好的东西产生的过程，好的过程非常非常重要，所以这些年其实我们有147家国外的合作伙伴，其实是在整个在合作过程中去建立一个好的过程，这是中国制造业必须去经历的，否则我们的制造业你看今天中国制造业面临的难度非常非常大，说今天中国制造业终于醒悟了，我们知道要做好的产品，然后中国制造业知道要有自己独特的价值，但是这个时候连意大利都倡导制造业的恢复，连韩国现在都把自己的企业召回去，然后连英国我去了上次伦敦时装周之后，他们整个的国家倡导是要重新复兴他的制造业，尤其是纺织里的地位，所以在这个时候我觉得中国企业，中国制造业显得特别重要的就是我觉得要有自己的品牌。

Because this is China, which is a core support. If we do not have our own brand, I think that the most important thing that you can hear in China's manufacturing industry is not only the media, but also the pformation and upgrading. How to turn it? A group of manufacturing industries, because the most important thing is the talents in the pformation process. All of our manufacturing enterprises are factory management talents. There is a huge difference in the types, patterns and distinctions of the talents of a high-end retail brand. So I think at this time, in fact, China is now in the whole process of development, whether in the upstream manufacturing, factories or downstream businesses, one of the core is China's own brand in the fashion industry.

At this time, it has great value.

Why can I feel it? First, the industry, I say, there is no fashion brand in the world that has the Chinese brand today's market value and potential, because this consumption is the most popular consumer group in the world. Whether you agree or not, he is here, in all the fashionable consumer goods in China, because the investment associations often ask me, what are you doing in the small group or the public?

　　第二个我觉得渐渐服装已经成为利润率较高的一个行业，上次去美国参加金融论坛的时候，我谈到我说曾经我的梦想是有一天一件服装可以卖过一个电脑，然后今天我们一套好的西装可以买两个电脑还是笔记本的，我曾经有梦想，哎呀，可以卖过一个汽车，今天我说不跟别的比，我跟书福经常开玩笑，我说我们国内的高级定制远远超过了一辆吉利的价值，所以我觉得在中国享有什么消费，现在是一个消费者渐渐趋于理性和渐渐趋于成熟的这么一个状态，因为时装无疑是享有型消费，因为现在房子、车子大家这种除了使用之外的拥有型消费越来越，你会看到越来越淡了，越来越冷静了，这个时候其实人们对自己马上能够享受到的，或者是会带来增值价值的这些产品会非常感兴趣，所以在这样一个理性趋于消费的时代，我觉得我们的商业创新，把中国的服装企业推

At a commanding height, it is the innovation of business mode.

　　今年几乎从五一之后，我收到了国内近30多家高端百货的电话，他们都问一个问题，说消费者哪儿去了，连五一怎么都没有人?我说未来会更没有人，他说为什么?我说因为这个时代，消费时代的变革是不可逆的，所有人现在越是高端的消费，他们所有的个人时间，比方说假日和休息，他们一定会用在了自己的家人或者是跟自然接近的时间，一个商业百货现在我们还希望以这种，促销或者打折吸引客人来的概率越来越小，因为人们不会把自己的个人时间放在购买一件产品上，因为所有技术手段的成熟，或者是未来的购买的便利，已经让所有的消费者为买一件衣服而逛商场的动力已经非常不足了，那么只有他真正的在逛的过程中能够享有价值，所以中国真正商业的体验消费今天刚刚到来。

We talked about consumption for so many years, but in fact, only consumption has no experience. Do you have any good experience in shopping malls? No, because no environment or space has been set up for you, and no experience or experience has been brought to you after setting up more experience.

So I think today, maybe I am in this industry, actually shoulder greater value. Today, I would like to talk about entrepreneurship. I would like to say that I do not think it is a martyr in the exploration of this field. I think it can only be a pioneer, because he is not related to policy, but more importantly, I would like to put down those simple and rapid development. Many investors actually talked with me about this point. I can talk about it now. I can quickly copy it now. I can make 600 stores, 1000 stores and even 3000 or 5000 shops in China.

Because I say that China is short of commercial artists, that is, people are willing to work harder on the expansion of figures, or entrepreneurs must talk about scale, but I think more important times are calling for more and more people to create value with your innovation mode. This value not only represents today's Chinese enterprises, but also represents tomorrow. I feel that until one day, when we really have many innovative values or innovative modes that can be truly recognized and paid attention by the whole world, I think that all of its values can be respected and respected to show this part.

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Reporter: are you talking about this pattern now approved by investment institutions? They may still want to...

In fact, all of them are in doubt today, and then the result is just a little bit of the result. In fact, all the investment in China is actually very, very important. You have to trust people first. Then, in fact, all the investment companies in China mostly look at people, then look at the business, then look at the financial affairs, because I will do this for everyone. Then they say that the investment company is financial, that is, very advanced financial analysis. I say I don't believe it. Otherwise, so many people invest in Jingdong. Why are they not profitable today? Are you really looking at his financial statements? Xia Hua: I think they are recognized now. Why? Because Ivan has been innovating many models over the years, including emotional marketing, cultural marketing, including housekeeping services.

So I think people still have a better value for an enterprise, an entrepreneur and a team.

So I think Ivan does this thing in this historical stage, and is his mission.

If in China, in fact, a conventional clothing enterprise would like to talk about what kind of innovation mode I am going to use to revive the industry and the revitalization of the industry at this difficult time today, people will question that, because you haven't had such a successful experience and history in the past, but Ivan has, so I dare say, I said in this round, I would like to take up this mission, and then to make a new exploration mode for the market, so that real consumers can come with you, and follow you, so I feel particularly important in this experience process.

Reporter: do you think that for Chinese enterprises, it's hard to make money simply selling clothes in the future?

In fact, the era of selling clothes alone is going to be over in the past. The reason in the past is because of technical means, including the future. Now, in fact, there is a huge impact on the Internet sales, and cloud computing will definitely solve the problem in the future. People can't solve the problem of texture and size, so people will go to the scene to try on clothes. But I think that these technologies will be able to be realized in the future. People will go to a space and go to a special place just to experience. There is a kind of thing that can not be replaced. Why do we have to go home to celebrate the new year when the Internet is so developed? Family members should be together and feel the warmth at the same time, and feel that warmth, instead of saying a few words on the Internet OK? Xia Hua: I think for Chinese enterprises, not only for China's clothing enterprises, but also for business.

It is more meaningful to feel that people have more extra feelings here, rather than just a paction for a garment. Sooner or later, the clothes will be solved in other ways. For example, many of our VIP do not need to go to the mall now. His type is fixed. You give him a very detailed Handbook. He also agrees with your quality. He doesn't need to come. But why does he come there several times a year? That's because of his service to your shop and your marketing perception, he will feel more intimate and interactive with you in that way, and that will be more cordial. I think this is very, very important. All Chinese business entrepreneurs must have a clear understanding. I think the scene experience is the concern of human nature, that is, people must pass through, so you really have to make a shopping space for everyone to buy clothes.

Reporter: but some of the fast fashion brands abroad, they seem to be in China now. What do they say? The situation is not bad. They can earn a lot of money every year. What do you think of this?

　　夏华：我觉得这是一个阶段，就是你比方说快时尚，就是所有的你像，包括伦敦的高阶(音)其实现在已经趋于冷清，就是国外的人其实已经很多年已经习惯了这种快时尚的消费了，但是在中国这是个新鲜事，因为中国就是这样巨大的一个消费体，任何一个新鲜事都会带来一定阶段的热度，而这个热度终究会过去，现在人们对快时尚开始变得不新鲜，进来了，HM进来了，可能ANM马上也要进来，要进来，所有这些快时尚，就是美邦其实大家能够感受到这几年的困难就是在于，其实他原来是中国消费者追踪的一个快时尚的品牌，但是你突然发现身边的全变成了快时尚，HM、优衣库啦，全是快时尚，所谓的快时尚就是人们认为快速更换，然后适合的价格，那我是想说，这只是一种产品的方式，和一种消费方式，它不会变成一种新鲜的，它不是一个创新模式，它是已经是，

For decades, I think it is only in the heat of a time in China that I feel that the consumer will soon become calm. Even if he buys a cheap cloth, he needs to experience and feel it, otherwise it can be completely solved on the Internet.

You can have the same price, you can stay on the Internet, and today even people who buy vegetables can solve it through the Internet, so I think it's just a phase of heat.

Reporter: so you focus on making money in five or ten years instead of making money today?

Xia Hua: then you must, in fact, all enterprises, in fact, I think that an enterprise earn today's money is your execution team. In fact, what you have set up five years ago, the executive team should get money back today, and five years later, ten years later, you can still make good money. This is the business of entrepreneurs. Otherwise, there is no such problem. The vision and strategy of entrepreneurs is to solve long-term problems instead of today's problems. Today's problem should have been set up five years ago, and you have already set up today.

Reporter: in other words, in fact, we are not faced with such a deep layer that can be considered further. If there are some enterprises that may still be...

Xia Hua: I think this is the two thing and the two stage. I feel that I have entered the misunderstanding of pformation. After so many years, so many brands are coming into being. A good factory is very important that you should have your own values. What do you really want? If you don't know what an enterprise wants, you can have it on any road. I say that the group is the first to be able to get out of the line quickly.

　　我觉得所谓的企业家精神不是为了每一个阶段的一个社会上最时髦的话题而存在的，而是为了他在某一个领域创造价值而存在的，所以我觉得在这一点，包括创新也好，包括你要真的要看好了企业的现有阶段，大环境反而在这一点上，我觉得都应该排在第二位的，我觉得一些优秀的企业，已经走出来的企业，第一位是在这个时候，我说尤其不好的时候，在中国的经济到今天，我觉得周其仁教授说得特别好，是水落石出的时代，水涨船高的时代我们不用去探讨这些，每个企业都有活下来的能力，而水落石出的时候，才去考验哪一个企业能够活得更好，因为你的原形露出来了，在这个时候你必须分析自己的个性特征，对吧，你更适合什么，在哪一条路上你可以有长久的优势，我觉得这个时候你关上门分析自己，打开门，关上门一个炉子就可以让你活下来，打开门敞

It's easier for you to die, so I think it's very important for this entrepreneur to stick to his inner pursuits, dreams and values.