High-end men's clothing "IWEN" intends to introduce foreign industrial capital

Beijing Yiwen shareholders are all made up of natural persons, of which company founder Xia Hua has more than 50% of the shares. 14 years ago, Xia Hua resigned from the China University of Political Science and Law to join the apparel industry, and currently has four independent brands.

Recently, Xia Hua, the president of Beijing Yiwen, stated that Yiwen has started negotiations with many international companies. Xia Hua said that Yiwen has explicitly rejected the “pursuit” of multiple venture capitals and chose the direction of cooperation with well-known foreign industrial capital.

Beijing Yiwen did not disclose the list of negotiators. “We have signed a confidentiality agreement.” However, “There will be a very complete structure in 2009.” Beijing Yiwen believes that the combination of the apparel industry and the capital market is imperative. I hope to find collaborators who have a long-term mindset for the brand.

In the heat of attracting investment in the apparel industry, many companies started to open up large-scale ventures to quickly increase sales and the number of stores after the introduction of venture capital. After the listing, venture capital "full of money" was withdrawn. However, Xia Hua does not think this road is suitable for Yiwen. "The large-scale expansion to pursue quantity will affect the high-end brand image." It is based on this consideration that Beijing has chosen to contact foreign industrial capital rather than venture capital.

Beijing Yiwen shareholders are all made up of natural persons, of which company founder Xia Hua has more than 50% of the shares. 14 years ago, Xia Hua resigned from the China University of Political Science and Law to join the apparel industry. “At that time, a college teacher earned 300 yuan a month, but there was no way to live a good life.” After that, Xia Hua started from the salesperson, and Began to create his own company, currently has four independent brands according to the text: according to EVE, NOTTING HILL, Kevin Kelly, JAQUES PRITT.

"Our price positioning is between 3,000 yuan and 9,000 yuan." Xia Hua told reporters that according to the data in the first half of 2007, it currently has nearly 400 specialty stores, covering more than 60 cities across the country, and sales of several hundred million yuan.

In domestic apparel companies, Yiwen has strong design strengths. In apparel, it has 22 designers and 6 gift designers. “Before we went to design and study in Italy and learn about Europe”, we now begin basic research and development in Yiwen. In 2007, we established a creative and cultural studio and a master crafts studio. We learned artistic elements and inspiration from Chinese Ming and Qing furniture into fashion. In the brand.

At present, Yiwen is already a well-known men's wear brand in China, but Yi Wen rarely shows up in TV commercials. Instead, she directly communicates with customers. This is considered by Xia Hua as one of its biggest dislocation advantages: “Guest’s The heart is the nearest place to the wallet. To be a man's business, you must understand how to seize the guests' hearts, especially men's clothing."

At present, Yiwen already has 64 VIP customer databases, and VIP customers will receive blessings from Yiwen for everyone's birthday and important festivals. On Valentine's Day in 2003, according to the text, tens of thousands of men in Beijing bumped into “Peach Blossoms”: desserts, roses, and cards that read “Your Eternal Lover—Yiwen”. "In 14 years, we have accumulated 14,000 customer-related emotional stories."

"The introduction of foreign industrial capital will also help to guide Yiwen to foreign markets." Xia Hua told reporters.