"Xin Luo Jinxiu Chun Fang is jealous, and the confidante is in full swing. Sing a cardamom tip, about three or two friends traveling ..." This is a song about Hanfu in He Yuanyuan's heart. This talented student who graduated from the University of Science and Technology of China did not choose to go abroad or stay in school like other peers, but chose to start a business. At present, the Hanfu brand he founded, Hua Chaoji, has ranked among the top ten in the field in this field. In August of this year, He Yuanyuan and his team used the Changan twelve-hour co-branded series to ignite the trend of domestic Hanfu in the late summer of this year, while also depicting the most beautiful and tender side of "Made in Hefei".
Create Hanfu brand by hand
When most of his peers chose to go abroad for further studies, He Yuanyuan and two alumni chose to start their own business-the best Hanfu. Since then, the three have moved into an old community south of the University of Science and Technology and concentrated on researching custom-made Hanfu. The hands that have cracked countless scientific formulas are in daily contact with cloth; the brain, which is full of physical and chemical thesis materials, thinks about patterns every day.
"I didn't regret it even at the hardest time when I started." He Yuanyuan paid attention to Hanfu not on a whim. He joined the campus "Hanfeng Club" when he was studying at the University of Science and Technology, and he actively participated in every community activity. "It's not just a piece of clothing, it's a culture." Today, although the "Hanfeng Club" was dissolved, He Yuanyuan has been active in associations related to history and culture.
In 2015, He Yuanyuan changed his development thinking and founded the "Flower Dynasty". At that time, his team was a little thin, only two designs, two customer service, one photographer, and he had to "guest" design, procurement and other roles. In just three years, the number of fans has skyrocketed from 20,000 to more than 1.5 million, and the sales volume during the Double Eleven this year also broke into the top ten of Taobao. The original old community has been unable to meet the needs of the team, and "Hua Chaoji" also officially moved "Home" to Nangang Tiechuang Building.
The only thing that remains the same is that He Yuanyuan still maintains the design habit. He checks every new model.
Focus on improving Hanfu crafts
What is the secret of success? In addition to persistence, He Yuanyuan's answer is: the improvement of Hanfu craftsmanship.
"The price of the early Hanfu mainly depended on embroidery. The larger the embroidery area and the better the embroidery workers, the higher the price of the Hanfu." To this end, He Yuanyuan took the design team to the Shaoxing Keqiao to find suitable fabrics and embroidery techniques at regular intervals. . Looking at the products designed by He Yuanyuan's team, you can find the entire process of the development of Hanfu: hand-painted technology, printing technology, embroidery technology, and today's fixed weaving and dyeing. "There is no inherent advantage in making Hanfu in Hefei as a raw material. To open today's situation should be the increasing difficulty of its own process technology."
In the process of chasing craftsmanship, this entrepreneurial team also suffered setbacks. The fabric that makes He Yuanyuan "suffer" is called Jinsi Wrinkle, which is often used for accessories. "At that time, the design was embroidered on this fabric. When it was mass-produced, we found that the load resistance of brocade silk was very poor." Due to the high defect rate, a batch of ready-made garments had to be repaired on the field. This allows the team to be more careful in selecting materials in the future.
Today, the "Flower Record" born in Hefei has grown into a "golden signboard" in the field of Hanfu. The complete supply chain has qualified the team with "sky and air". "The choice of patterns, colors, and fabrics is the most basic. With good craftsmanship, we can even determine the proportion of the fabric ingredients so that the raw materials best meet our design feeling."
Supporting independent designers
Buyers who are concerned about Hanfu will definitely not miss the "Luo Chaoji" Luoshen Futu series launched this year. These five Hanfus are the result of He Yuanyuan's team's "hand in hand" hit show "National Treasure". "In design, we did not imitate the original copy, but boldly innovated according to the characteristics of the clothing of that era."
This cross-border cooperation allowed He Yuanyuan and his team to see another way of thinking about the development of Hanfu. So, at the end of August, they took advantage of the chase and launched the Changan 12-Hour Co-branded Series. Unexpectedly, driven by the trend of film and television dramas, this co-branded series inspired by the restoration of Tang style ignited the trend of Hanfu in the domestic summer. The opened Sesame Door is full of inspiration, sprinting the E-commerce Carnival Double 12, He Yuanyuan is leading the team to cooperate with the famous mobile game "Fantasy Westward Journey", "Looking forward to more exciting products."
Focusing on Hanfu for these years has made He Yuanyuan understand one thing: designer creativity is the most precious treasure. Currently, he and his team are starting to support independent designers to make these creative people more brave in pursuing their dreams.
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