At the beginning of the new year, it is the time when major shopping malls are rushing to sell, whether it is Jiuguang Department Store, New World Daimaru or The First Yaohan, the domestic boutique brand "WOO Yan", which focuses on scarf items, is always the sales champion on the floor, with an average unit price of more than 5,000 yuan, compared with the sales of scarf items in international big-name stores in the same area, this performance is also a sure winner.
In 2002, "WOO Yan" was born in Shanghai Tianzifang, in just 20 years, it has developed from a small shop in the alley at the beginning to now has 40 boutiques in Chinese mainland, of which 90% are located in high-end shopping malls or boutique department stores in first-tier and new first-tier cities, with annual sales of hundreds of millions of yuan, what is the mystery? Sun Qingfeng, founder of the brand and chairman of Shanghai Zhaofei Brand Management Co., Ltd., said: "This is because we have always focused on inheriting oriental aesthetics and telling the Chinese story well. ”
When Sun Qingfeng was young, he had two Chinese painting galleries in Xi'an, and when he came to Shanghai in 1998, he intended to continue his old business, but the well-known artist Chen Yifei dialed him with a word: "Paintings are static beauty, scarves are dynamic beauty, you can think of it as a fluttering canvas, artistic value and commercial value can be completely integrated on it..."
With the beauty of oriental culture, telling Chinese stories well is the first thing that "WOO Concubine" does right.
What is painted on the Canvas? Sun Qingfeng, who has long been integrated with the Qin brick Han tiles of the ancient city and the morning bell and the twilight drum, will certainly not choose the shortcut of "refuting the sample". On this "canvas", he extracted the most authentic Chinese cultural elements such as Chinese painting, calligraphy, Peking Opera faces, the Forbidden City, ancient coins, magpies, goldfish, koi, kites, etc., and the favorite colors of Chinese red, Chinese yellow, cloisonné and other Chinese, and then displayed them in the innovative form of oriental aesthetics.
"Many international big names are also keen to play with oriental themes, but due to the difference in aesthetics between the East and the West, they sometimes seem to be too strong." Rooted in 5,000 years of Chinese civilization, the WOO brand can better understand the basic characteristics of Chinese aesthetic culture, such as implicit beauty, simple beauty, symmetrical beauty, etc. ”
Just as Chanel's brand flower is camellia and Dior's brand flower is a rose, "WOO Yan" identified Shanghai flower magnolia as the flower of the brand, and used this as inspiration to create many magnolia series of national trend scarves.
Tell the "China story" well. It is not only reflected in the absorption of Chinese cultural elements, but also hidden in the processing technology of one needle and one line. Using the beauty of oriental craftsmanship and telling Chinese stories well is another thing that "WOO Concubine" does right.
Embroidery is China's ten national treasures, in the long river of history, seed embroidery, plate gold embroidery, patch embroidery, nails and other traditional Chinese embroidery processes have been precipitated, and "WOO" can often change and new, always giving people surprises. Double-sided embroidery, as the jewel of Su embroidery, can only be made on silk fabrics in the past, and designers transplant it to cashmere fabrics. Not only that, but "WOO" has also developed a process of double-sided embroidery on thin silk chiffon, which makes the pattern of the front and back embroidery almost exactly the same.
A high-end scarf made of French lace and Inner Mongolian cashmere, and then made of cashmere double-sided embroidery.
With the beauty of oriental etiquette, telling the "Chinese story" well is the third thing that "WOO Concubine" does right.
Since ancient times, China has had the reputation of "the kingdom of clothing", and Chinese attaches great importance to dress etiquette, and if it is not neatly dressed, it will be regarded as disrespectful. The biggest difference between "WOO" and other brands is that it has about 1/4 of the products with ingenious buckles - cashmere products with horn buckles, silk products with Chinese disc buckles, fur products with hidden buckles, etc., so that the scarf will not slip easily, but also always maintain a dignified shape.
What's even more amazing is that after adding buttons, you can also be like magic, there are more than 10 different ways to wear: scarves, shawls, cloaks, cardigans, clothes... This beautiful and functional design allows "WOO" to quickly transform into a formal dress, which is highly respected by women in the workplace.
Cashmere scarf with horn buckle, changing into a shoulder bump.
What is valuable is that telling the "Chinese story" well, "WOO Concubine" did not build a car behind closed doors. From the beginning, it targeted international brands, so in addition to having a design team of more than 30 people, it often spent a lot of money to invite masters to cooperate, such as French designer Nathalie (Hermès designer), Kenzo brand founder Kenzo Takada and so on. "But when it comes to selecting designers, our first criterion is that we must love and be familiar with Chinese culture." Sun Qingfeng said, "The Chinese nation now stands proudly among the nations of the world, and it is time for domestic products to accumulate and develop. ”