Yiwen: Care for successful men to create a full range of successful men

Xia Hua

In 2006, both Yiwen and Xiahua were very successful years. After winning the “First Chinese Fashion Brand Innovation Award” and “Most Chinese Spiritual Value and Cultural Value Clothing Brand Award”, Yiwen was also awarded the “Beijing Famous Brand”, “Beijing Top Ten Fashion Brand” and “The First China "Most Fashion Influence Brands" and "Top Ten Hot Clothing Brands in Beijing", and for five consecutive years, they have secured the men's suit sales championship in the Beijing market.

According to Xia Hua, general manager of Yiwen Apparel, he also won the title of “Top Ten Entrepreneurs Affecting People’s Economic Life” in the third “Beijing Influence” in 2006.

"Yi Wen" is emerging under the direction of Xia Hua as a way to innovate the Chinese clothing brand.

Dedicated personality achievement today

From university lecturers to mall salespersons, to setting up their own brand companies, becoming the influential menswear business owner, Xia Hua has created a well-known brand with her persistent, confident and unique business philosophy.

In 1987, the 18-year-old Xia Hua entered the China University of Political Science and Law with the top three grades in Liaoning Province and stayed in school as a teacher after graduation. In 1992, Xia Hua accepted the subject of “State Council’s Economic Development and Legal Construction in Coastal Areas” and took students out to investigate. During the investigation, Xia Hua discovered that these private entrepreneurs have become huge wealth owners in a few short years, and a considerable number of people have not read a few years of books, and some even do not even know their names. All this shocked Xia Hua, and she also began to think about the way of life in the future.

After returning to school, Xia Hua resigned from the post of teacher of China University of Political Science and Law, and started from the clothing sales that he was familiar with. At a price several times lower than other salespersons, she became a clothing salesperson in a shopping mall in Xidan and started her own accumulation before starting her business.

Xia Hua’s marketing methods are unique, allowing customers to pick themselves and tell him which is more appropriate. Plus professional knowledge, Xia Hua’s service has been recognized by customers and sales performance continues to increase. In the second month, she became the manager. In the third month, she contracted the shop by the price of 300,000 yuan a month. Her first tweed colored suit not only broke the traditional world of gray, black and blue suits, but also dug her the first pot of gold.

The initial success allowed Xia Hua to start thinking about creating her own brand. In July 1994, "Yi Wen" was born. Difficult road, 12 years of development so that "Yi Wen" has grown into "Beijing famous brand", "Beijing's top ten fashion brands", "the first China's most fashionable brand influence."

According to the text "killer"

The high-end men's wear market in Beijing can be described as a strong forest. However, Yi Wen was able to rise suddenly and occupy a place in the ever-changing men's clothing market. Xia Hua gave such an answer: find his own position, operate with emotion and culture.

"Yi Wen" positioning is successful men. But "success" is not defined and measured in terms of money, status, wealth, but whether he has successfully played every role in social life.

In 2000, all of the stores in Yiwen were covered with black and white photographs of “My Fairy”. After seeing the pictures, many men suddenly made a decision to buy a suit for the father and cancel all the entertainment in the evening. Go home and have a good meal with your parents...

Yi Wen also successively held culturally-influenced activities such as “The Mother-in-law”, “Wandering”, “beautiful in the wind and rain”, “debunking”, and “the desire to be stuck in the throat”, making the Yiwen brand rapid. The growth has made the brand followers more and more.

Xia Hua, good at touching and seizing customers with emotions, on Valentine's Day in 2003, asked the company to send tens of thousands of guests with well-prepared desserts, roses, and the words “Your forever lover – according to the text”. , so that men also get warm care; in the customer's birthday and other important anniversaries, Xia Hua will let them get an unexpected "surprise" ... ... day after day long-term consideration and care, according to the text is A simple yet precious promise: "I'll wear it afterwards!"

Yiwen really landed in the hearts of customers and took root.

More than 168,000 loyal members in more than 60 cities including Beijing, Harbin, Changchun and Shenyang were conquered by this meticulous caring and considerate, warm and emotional world. As a result, Yi Wen has also rapidly grown into a best-selling brand with hundreds of millions of stores and hundreds of millions of sales across the country. The sales area covers the northeast, north, northwest, southwest, and east China regions of China.