New Chinese brand
Participation: Leng Yun Fashion 2 group friends
Time: July 31, 2022
Manor: Chen Xuefei - Shanghai - Founder of Non-Lian Language Design
▼ Discussion on Leng Yun's fashion circle is a discussion and summary on industry issues. These sharing belongs to the crystallization of collective wisdom. (They do not represent Leng Yun’s personal views). I hope that this method can benefit more people in the industry!
In 2000, when many people don’t know what new Chinese style is, I won the “ China Cup ” Men’s Clothing Design Competition for my new Chinese men’s clothing design works, and also began my path of insisting on studying new Chinese style. But at that time, I was still serving commercial brands. I saw that the Chinese consumer market was still affected by the European and American trends, and I knew that the fashion trends that belong to Chinese people had not yet begun, so I did not start a business. It was not until 2008 that I started my business and decided to take new Chinese design as my brand positioning direction, from a single designer brand to the current "non-verbal design platform" signed by nearly 100 original designers across the country. I saw the growth of Chinese original designers, and also saw how new Chinese style was gradually accepted and popular in the market from no one to understand. There has always been a constant discussion on the new Chinese style in the market, but what exactly is the new Chinese style?
｜one｜
New Chinese characteristics and current situation
Yunyou A Doudou:
" New Chinese " When did you start paying attention to the word " New Chinese "?
Yunyouruo San:
It seems that this year, the topic of new Chinese style has become popular. Today, when I went shopping, I saw that many people on the street were wearing Chinese elements.
Yunyou Vincent Zheng:
New Tang suit, cheongsam, Hanfu.
Born owner:
Has anyone started paying attention to this style since 20 years ago?
Yunyou A Doudou:
I first learned this word from interior decoration. When doing class assignments in college, I will involve Chinese clothing. I started to understand the concept of new Chinese style in fashion last year.
Yunyouruosan:
has always been popular in the national trend before. This year, it is estimated that it is affected by the national trend. Is the new Chinese style so popular?
Yunyou Prophet:
I saw from the store in Baiwuxi that there are many Chinese-style designs for clothes that use button elements. In recent years, there are many people wearing Hanfu. This kind of clothing will also be rented and sold at tourist attractions.
Yunyou Lao Wang:
My feelings about the rise of the new Chinese style were probably the beginning of several Chinese-style brands in 2017, Shanghai, Xia Zichen and other products.
Yunyou Cui Tata:
New Chinese style has been very popular in the past two years, and there are many places to use it, such as cheongsams, trendy brands, furniture, household goods, accessories, etc.
Yunyouruo San:
Feiniao and new wine cotton and linen clothing are very good, and should be benchmarked against the lady's style.
YunyouShane:
DouyinLi Ziqi After becoming popular, a large number of such internet celebrity anchors have promoted this style.
Yunyou Lao Wang:
Xia Zichen was very good in the past few years. I think it is not as good-looking as before in the past few years, so I haven't paid much attention to it.
Ysetin:
I remember going to college. At the beginning of the semester of my senior year, many people in the department began to discuss why the National Grand Theater and CCTV building were designed like that? What can I do if I look at it from a Chinese perspective? In addition, the "Commune under the Great Wall" project made by Pan Shiyi in later in has aroused the dissatisfaction of many people?
Born owner:
So what do you think is the logic and reason behind this trend?
Yunyouruosan:
I would like to ask the owner of the manor how to accurately determine whether a brand belongs to the new Chinese style?
Born owner:
Yes, today we will discuss the new Chinese style with you based on my personal entrepreneurial experience and process based on my personal entrepreneurial experience and process.
Yunyou Vincent Zheng:
I feel a little tired when I look at European and American designs.
YunyouShane:
Newly promoted academic designers began to explore the cultural history of their own nation into design.
Yunyou Zhao Hongyu:
The Chinese nation must be confident and the nation must be rejuvenated. China's epidemic response is the best in the world, and now it is the high patriotism.
Yunyou Prophet:
The spread of the epidemic has affected the national conditions, the national strength has increased, and there are more young people patriotic.
Ysetin:
After 2008, many commercial architectural designs began to integrate Chinese elements. After Wang Shu won the award in 2012, there were even some people who took this path.
I personally felt that around 2015, domestic independent designers took the modern integration of Chinese kernels to win awards. Since 2016, I have felt the rise of the Hanfu market. At that time, I would recommend some friends who open Taobao stores to consider this direction or simplify the method, because at that time, the middle-class people with tea as the core of the circle would have circle dressing needs.
Born owner:
Yes, but due to time constraints, today we mainly focus on fashion clothing brands. If you have the opportunity in the future, we will discuss the new Chinese style and new Chinese lifestyle in the entire category.
In 2000, when many people don’t know what new Chinese style is, I won the “China Cup” Men’s Clothing Design Competition for my new Chinese men’s clothing design works, and began my path of insisting on studying new Chinese style. But at that time, I was still serving commercial brands. Seeing that the Chinese consumer market was still affected by the European and American trends, I knew that the fashion trends belonging to Chinese people had not yet begun, so I did not promote it.
until he started his business in 2008, and decided to take new Chinese design as his brand positioning direction, from a single designer brand to the current "non-verbal design platform" signed by nearly 100 original designers across the country. He saw the growth of Chinese original designers and also saw how the new Chinese style has been accepted and popular in the market step by step from no one to understand. There has always been a constant discussion on the new Chinese style in the market, but what exactly is the new Chinese style?
Yunyou Vincent Zheng:
Chinese traditional cultureModernization?
Yunyou A Doudou:
is based on traditional Chinese culture and renovates traditional elements.
Yunyouruo San:
The fusion of traditional Chinese elements and modern fashion.
Ysetin:
New Chinese style is to integrate the unique advantages and values of Chinese culture into areas that are not well solved by modern life and Western culture.
Yunyou Vincent Zheng:
Consumption reflects the status of consumers, and the new Chinese style also reflects the current consumers' love for this culture and reflects the good products we design.
Born owner:
Everyone said it very well. The new Chinese style is not pure element stacking or simple pattern superposition. Instead, through the understanding and understanding of traditional culture, modern fashion elements are combined with traditional culture, and the aesthetic needs of modern people are used to create new clothing with Chinese charm, so that traditional art can be properly reflected in today's society.So what is the core of "new Chinese" clothing?
Yunyou A Doudou:
Chinese style?
Yunyou Lao Wang:
I simply understand the new Chinese style as non-traditional Chinese style, combining modern and Western elements. It is not entirely a Western perspective, but a modern perspective.
Yunyou Vincent Zheng:
retains Chinese culture and continues to be passed on.
Yunyou Xiaowang:
No matter what design method it is, it must have a Chinese aesthetic feeling.
Yunyoumo:
I really don’t like the term “new Chinese”, it’s more like Chinese taste from a Western perspective.
Ysetin:
The new Chinese core depends on the different interpretations of the value of life by Chinese culture.
Born owner:
Yes, the core of the new Chinese style is the Chinese style that is different from ancient costumes, Chinese elements, Chinese culture, Chinese materials, Chinese colors, and Chinese craftsmanship.
Yunyou Lao Wang:
Because traditional Chinese gives people the feeling of being heavy, heavy, and inconvenient for modern life and work. For example, how to ride a shared bicycle in a long gown.
Yunyou mo:
Two days ago, I saw a service design teacher sending cheongsams that can exercise.
Ysetin:
Symbols and materials are not necessarily bad. Using it well in the early stage can increase the interest of more people in understanding and lower the threshold for understanding, but because of the significant effect, it is easy to go astray and become cultural appropriation.
Yunyou Xiaowang:
From nothing to something, only when there is something will it gradually appear.
Born owner:
Culture is our root, so where should "new" be reflected?
Yunyou Vincent Zheng:
reflects this era.
Yunyou Zhao Hongyu:
Don’t deviate from the clothes we wear in daily life.
Yunyou Shane:
Thoughts? Modern understanding of Chinese traditional culture.
Yunyouruosan:
How to better express traditional culture in depth.
Ysetin:
Response to contemporary real life.
Yunyou Vincent Zheng:
It may be 20 years later, 30 years later, we will give the current new Chinese style a new label to reflect the Chinese clothing of our era.
Yunyou Prophet:
integrates the present and focuses on the future, and conforms to the current social environment. For example, the fast pace, the style cannot be too complicated.
Born owner:
Everyone expressed it very well. From the perspective of the industry and executable methods, we can summarize it into the following aspects:
1. New materials, new structures (products), such as turning mahjong culture into a bag.
(Picture source: provided by the owner)
For example, our traditional paper cutting and embroidery are mostly flat, and this fashion using paper cutting art is to transform the plane into a body structure. You can also talk about what you think is new materials and new structures.
Ysetin:
can be used to make confrontational designs by finding out that Western design is "non-necessary", "unfriendly", and "inconsistent with cultural values" in Chinese life.
Born owner:
2. New dissemination, new expression (content)
(Picture source: provided by the owner)
For example, this photographic expression has the philosophical meaning in Chinese culture, a contrast between black and white, but it is not too straightforward. What young people nowadays can feel is a kind of emotional flavor.
3. New channels, new experience (operation)
There are many video expressions on new media. The Li Ziqi mentioned above all dig deep and innovate in the content.
Yunyou Cui Tata:
In terms of matching and style, there are more new Chinese wear occasions.
Yunyou A Doudou:
Yes, I like brooch or small accessories to express Chinese style, it is easy a little bit.
Yunyou Prophet:
Such as makeup, ladies' willow-leaf eyebrows, TV series, costume drama.
Born owner:
I have followed Xiaohongshu. Many designers on Douyin are conveying their views in their own way.
Born owner:
For example, Pei Dingyang, and some designers who do trendy brand embroidery, such as Gua Xin . These designers have different positions, but they are all talking about their own design perspectives and innovative ways. Since the new Chinese style is more important to Chinese cultural content, then in addition to making good products, we must naturally pay attention to the dissemination of content. What are the new Chinese brands you know?
Yunyou Lao Wang:
In addition to what I just said, Shanghai Taiwan, Xia Zichen, and Liu Min, although I don’t like the latter’s design very much.
Yunyou Prophet:
Secret Fan , Zhang Shun, Sanqin Shengjing.
Yunyou Cui Tata:
AO YES, this is a new brand. What I discovered this year's fashion week is to do new Chinese style and shoot boldly.
Born owner:
OK, then I will talk about a few representative brands first based on the timeline.
Xiazi Chen was founded in 1978. She specializes in the design and production of high-end women's clothing. She has gone through forty-one Spring and Autumn . She adheres to the essence of giving her all-out efforts and aims to extend her tentacles to the international stage. The name of Xiazi Chen brand comes from the meaning of creating "Chinese New Tie". SHIATZY CHEN founded the studio in Paris in 1990. October 2008 , Xia Zi Chen appeared at Paris Fashion Week released the 2009 spring and summer series. In 2010, Xia Zi Chen became a member of the French Haute Couture Association in China.
SHANGHAI TANG (Shanghai Beach) was founded in Hong Kong in 1994 by Deng Yongqiang . It is China's first modern luxury brand. As a high-end "Chinese original" lifestyle brand, its main products include cheongsams, Tang suits and and other clothing and home products with Chinese aesthetic elements.
Shanghai Beach is determined to showcase the Chinese cultural heritage and is good at reinterpreting traditional design from the perspective of modern aesthetics. The brand uses high-quality materials to create practical and exquisite clothing, accessories and home gifts. The iconic products include velvet Tang jackets, silk-lined cashmere jackets, silk pajamas , Chinese knot clutch, silk scarves, natural stone jewelry, lacquered wooden boxes and ginger flower home fragrance series, etc.
Exception The EXCEPTION de MIXMIND brand was founded in 1996. In 1994, Art Director Marco (founder) participated in the Brothers Cup International Youth Clothing Designer Competition and won the only gold medal for the "Qin Warriors" series; in 1995, he was named one of the "Five Chinese" designers by Japan's " Asahi Shimbun "; in 1997, he was selected as one of the "Three Hundred Years of Chinese Clothing" large-scale clothing exhibition held at the Sydney Museum in Australia, representing the modern Chinese part; in 1998, he participated in CHIC98 and won the double gold medal of "Best Design" and "Best Quality"; in 1999, Art Director Marco was named as the "Top Ten" young designers in Asia by the American magazine "The Four Seasons" to Paris to participate in the "99 Paris Chinese Culture Week" fashion show, as one of the three representative designers in China, representing the modern Chinese part. Brands and designers have always upheld the original spirit of oriental local culture and gathered the great value of realizing faith that focuses on spiritual pursuits.
Finally, a brand that must be mentioned is Guo Pei high-end customization. In 2004, Guo Pei and his team spent 50,000 hours to create her first high-quality work in her life, "Dajin".
Guo Pei said in an interview: "It is mainly because I am patriotic, because I have my own country and my own culture, which is a huge power. If a person is not patriotic, he will lose his backer. So I think my works are so recognized by the West because I have a backer."
Yunyou Lao Wang:
Is the exception considered a new Chinese style?
Born owner:
count, this is also the part I want to focus on with you today.Since it is a new Chinese style, must it be so obvious? Is the core value of a brand, form or culture?
Yunyou mo:
Culture is the foundation of the soul, the form is the communication, and the impression.
Ysetin:
emphasizes traditional Chinese culture, but is not very confined to traditional elements.
YunyouShane:
Chinese style If the corresponding to Western style, the style will be more limited.
Yunyou A Doudou:
doesn’t have to be obvious, just feel it. The core value of a brand is culture, storytelling and humane.
YunyouShane:
If the Chinese style corresponds to French and Japanese styles, it will be very modern, and the range of choices is very large.
Born owner:
Yes, as you all know, there can be many kinds of design elements. We see the new Chinese style on the market at present, with many symbols piled up, but is it really beautiful?
Ysetin:
I think Chinese clothing does not have many limitations in terms of culture. It is different from Western sculpture logic. It can reflect more people's dynamics on the fabric projection, not emphasize slimming, but gives a lot of space. In plain words, taking video dynamics will look better than taking still photos. I don't think the fixed pattern is needed. I have an impression of and , but the name convinces me and the dynamic feeling of development and change. This is consistent with the unique perspective value and lifestyle aesthetic preferences of Chinese philosophy that I understand.
Yunyou Shane:
Whether it is beautiful or not depends on the purpose.
Yunyou Lao Wang:
Chinese cultural elements influence Japan and South Korea. How to distinguish between Chinese style? There are too many exceptions of modern elements, and she mainly uses materials to express them.
Born owner:
Following this sentence, I happened to ask everyone, what does the French and Japanese style mean to the French and Japanese?
Yunyou Shane:
means that looking at their daily clothes reflects laziness and luxury, or seeing their clothes, they think they are from that country.
Ysetin:
Each formula, in fact, the final definition often comes from the outside. Chinese people must first have an aesthetic tendency to understand their culture, rather than just having to compare the aesthetic elements and philosophical symbols of the previous era one by one. Whether the design is convincing or not, finally, it is about thinking depth and your skills and means to realize your own thinking. The essence is that Western philosophy originates from the pursuit of "what is" and seeks oneness. Chinese philosophy originates from the response to "what to do" and is adaptation.
Yunyou Lao Wang:
symbol stacking is too low-level, it will definitely not look good and will not have any aftertaste. However, if the elements are not refined to express, and only rely on the style and fabric, it will be less different from Southeast Asia, Japan and South Korea.
Yunyou Vincent Zheng: The story behind
is also recognized and is willing to express it to the outside world.
YunyouShane:
Persist in a small way to agree, or even to a large extent to agree that you are Chinese, and you need your own expression of culture and be recognized by these people.
Ysetin:
Then what is good-looking? Wrap the whole body tightly and convex in the front and back, this is a typical ancient Greek aesthetic.
Yunyou Shane:
Does Oriental regard thinness as beauty now?
Born owner:
I think it needs to be divided into groups and stages. I will introduce my own entrepreneurial experience later. I can share it with you.
Ysetin:
The characteristic of Chinese philosophy is applied philosophy, and the group where they are seeking their own beauty. So the key is to find the group, rather than define some fixed formulas.
Yunyou Lao Wang:
In my country, wearing Chinese style really requires special attention, and basically all big guys wear it.
Yunyou Xiaowang: Xia Zichen's products were indeed more attractive in the past few years.
owner: Everyone expressed it very well. The ones mentioned above are already very influential and representative brands.It also represents the achievements of designers from both sides of the Taiwan Strait and the Three Places before, and these brands should be regarded as industry benchmarks. Except for Guo Pei who is a high-end custom, consumers of other brands can still consume it. Let’s start with something down-to-earth, and go back to the entrepreneurship of ordinary people.
｜2｜
My entrepreneurial path
1. Why did I start designing a new Chinese brand?
Born owner:
Like, explore, and follow the development of the times. Because I have loved Chinese painting since I was a child, and I have always had a deep love for Chinese culture. After choosing to become a designer, I have always wanted to use fashionable design to express the connotation of Chinese culture.
1997-2008 I went abroad several times, and I was asked about my nationality in different countries. I found that only our country does not have a national service that can represent my identity and have obvious logos. I even thought of making a fashion that can represent my country's culture.
A country's fashion industry has gradually matured with the development of market economy . The same is true in our country. It will go from basic consumption to personalized consumption, from imitating others to finding oneself, and develop its own brand culture. 20 years ago, not many consumers could understand the new Chinese style and were unfamiliar with this concept, but the pioneers had already set out and gradually showed a different light. I believe that what we can gain in the world in the future is not to copy other people's styles to imitate versions, but should have our own things.
Yunyou Prophet:
National conditions influence, everyone really loves their country's culture more and more.
Yunyou Shane:
You can see it as spiritual satisfaction that seeks after material satisfaction.
2. What did I do first when I started my brand creation?
Born owner:
Minimum unit template verification-customer testing-market testing--opening a store to face consumers. In 2000, I won the award in the China Cup Men's Clothing Competition and began to formally design new Chinese clothing.
Then, in the commercial brands they serve, a little bit of new Chinese details were added to the single product series, and sales benefits were achieved, testing the market acceptance. After officially starting a business in 2008, we also started from the small series, expanded the market from the local market, and developed steadily. From a single store to a collection store.
3. What did I go through during the process of creating a brand?
Born owner:
- I started my business in 2008, and I was not in a hurry to take action. I went on business trips everywhere to investigate markets, shopping malls, street shops, wholesale markets, Taobao stores, including overseas inspections.
- In 2009, it was built in a studio and made private customization. At that time, it was found that it could not form large-scale and standardized production.
- Open a store directly in 2010 and face the market directly.
- 2010-2014 continued to open stores and make profits, becoming a collective store.
- was converted into a designer platform in 2015 and has signed contracts with nearly 100 original designers across the country.
What kind of entrepreneurial experience do you have?
Yunyou Xiaowang:
Looking at your entrepreneurial experience, I have a lot of curiosity. Is there any opportunity to go from building a collection store to switching to a designer platform?
Born owner:
Yes, there is indeed. At first I just wanted to build a personal brand store, but later I asked me to cooperate with more and more designers and companies, and naturally developed into a platform. It is difficult for independent designer brands to fight alone. Either they have the capital to adhere to the brand development method or they go through the market batch method. Most designer brands are not up or down. If designers need to implement commercialization, they must use the method of commercial brands to expand channels and strengthen supply chains. False language was born under such demand and accompanied the growth of designers. Solve designer supply chain problems on one side and solve channel expansion problems on the other side.
Yunyou Xiaowang: From this perspective, this is actually a natural result of market development, and it feels like it is natural.
Yunyou Shane: I'm quite curious, because I have found a lot of designers here in my studio, but I don't have a platform like you. Instead, it makes me want to focus on building my own brand now.
owner: At the beginning, I said I was doing a new Chinese style, and many of my customers really don’t understand what this definition is. Later, first, customers with international background and international social needs came to me to make customizations, and I designed new Chinese-style small dresses for them, which influenced many people.
Yunyou Xiaowang: Now, is it still a designer platform to choose a partner designer based on the new Chinese style?
Born owner: From 2015 to 2018, we relaxed the designer style, because we also undertake fashion week projects in many places at that time, and needed more design styles, but we are only new Chinese designers at present.
Yunyou Doudou: I talked about the definition of design style before, and the brand has also tried to change multiple styles. What factors are the reassurance that will promote you to insist on making "new Chinese style"?
Born owner: Good question. When I opened a collection store, I actually had a lot of styles, and there were many differences in prices for for a while. In fact, the positioning is not very clear. After testing for a while, I found that if you want to do everything, you can't do anything well, your customers are not accurate, your business is also very complicated, and you are very tired.
Yunyou Shane: What kind of cooperation is generally a contracted designer cooperation? Can you introduce it?
Yunyou Xiaowang: Then how many collection stores have you opened now?
Ysetin: When starting a business, I think the first thing to do is to find a way to display the brand and reach the target customers. When I made my own men's clothing combination, I finally found that there are two easiest scenes to open, one is to organize the wardrobe and the other is to transform before the target.
Yunyou Vincent Zheng: Where is the collection store?
Born owner:
At present, we no longer open our own stores. We only have a 300-square-meter designer brand incubation center in Shanghai Changshou Road, Shanghai, focusing on new Chinese brand incubation and selection.
Yunyou Shane:
Incubation and selection means that designers choose models from the exhibition hall, secondary design or private label?
owner: Fortunately, I stopped opening a store a few years ago, otherwise I would be in pain now.
Ysetin: I have seen it all the time. When buying shops were popular, they did not enter the shops, but opened lifestyle stores in alleys, high-end hotels and shopping centers. They did it early and used the architect's background, had eye-catching elements such as brothel updates, old city renovation, etc., and took a wave of dividends. Through the founder's personal influence, they regularly carried out activities in their experience stores and related industry KOLs, and gained customers through word-of-mouth dissemination and circle marketing to promote sales growth.
Borrower: We help designers provide market channel expansion and supply chain support.
Yunyou Xiaowang: Business people have been in great pain in recent years
Borrower: Send an introduction to our company.
(Picture source: provided by the owner)
We are a designer brand collection store, clothing, leather goods, jewelry, and cultural and creative industries, but the styles are all new Chinese style.
(1) In 2019, designers were organized to participate in the Tmall 0,000 Chaowanchuang event.
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(Picture source: Tmall)
(Picture source: Guran Humanities Official)
(2) Guran Humanities Series: The original designer brand founded in Shanghai in 2013, involving men's clothing, women's clothing, children's clothing, clothing, shoes and bags, bedding products and other categories. It has won the praise of the clothing industry and consumers with its unique design concept and exquisite craftsmanship. In 2015, it was awarded the "Top Ten Independent Designer Brands of China Service Network Ceremony". The brand currently cooperates with more than a dozen designer stores, covering large and medium-sized cities such as Shanghai, Ningbo, Guangzhou, Chongqing, and Nanchang.
Yunyou Doudou: I would like to ask what is the approximate age group of designers who are creating new Chinese brands?
owner: Our platform has designers from the 1970s to the 1995s.
(Picture source: Jinye Oriental Official)
Jinye Oriental JINYE ORIENTAL was born in Shanghai, creating a cheongsam lifestyle that focuses on social scenes and natural daily life, and is committed to becoming the leading brand of new Chinese women's clothing. Recommended by 1,000+ experts from Xiaohongshu.
won the Tmall "The Most In-Brand Brand" Award in 2019; Tmall Treasure New Brand in 2020; it was selected as the "Most Growing New Brand List" of Fashion Media ELLE in 2020, and was nominated by WWD, the global fashion authoritative media. Starting from the new online cheongsam market of 10 billion yuan, the products focus on daily, well-known, and more fashionable young cheongsams. With a pink vine embroidered girl cheongsam, it has become popular in the cheongsam world. It sells more than 5,000 pieces in a single model. With the blessing of the well-known life blogger Li Ziqi, a new trend of improving cheongsam has been set off.
(Picture source: LAOGUI ORIGINAL Laogui Original Design Official)
The most dazzling national trend LAOGUI ORIGINAL Laogui Original Design.
This is 24K gold.
(Picture source: SOPHY CHEN/Xuefei·Chen official)
My personal brand "SOPHY CHEN/Xuefei·Chen" won the "Chinese Dress Master" in the China Clothing Ceremony in 2015, and is currently mainly engaged in projects. We also have many brands, and if you are interested, you can communicate later.
｜Three｜
New Chinese development and innovation
Born owner:
What do you think of the current status of the new Chinese brand?
Yunyou Lao Wang:
I think the market potential is huge, and too many people like Chinese style.
Yunyou Xiaowang:
Although it is not easy to do in recent years, it is definitely not the most difficult wave of brands.
Yunyou Cui Tata:
I personally like the new Chinese mix and match. When many people mention Chinese-style related things, they still think of some more traditional elements and matching.
Yunyou A Doudou:
Wait for full bloom, and even more ethnic minority elements are integrated.
Yunyou Prophet:
Yes, there are many fast fashions that are integrated into it. For example, Peacebird has Chinese styles, which is also very daily.
Ysetin:
Many people gradually believe that Chinese style can be very "sold" or "fairy". This is probably a cultural orientation.
YunyouShane:
New Chinese style Some designs have high requirements for sewing workers, and new brands cannot meet the order quantity for mass production, so the supply chain requirements are relatively high and the cost is also relatively high.
Yunyou Lao Wang:
There are also original embroidery, from pattern design to craft implementation.
Yunyou Cui Tata:
In fact, it is okay to add some small elements to the style, it is not necessarily that complicated.
Ysetin:
From a practical perspective, I think choosing some mature silhouettes to adjust the local volume, and considering more details of the needs of regular servers. It is easier to get in touch with the public by starting with color matching.
Yunyou Doudou:
In addition to Li Ziqi, are you still paying attention to bloggers who can feel the new Chinese flavor?
Ysetin:
Li Ziqi is very popular abroad, but I think the core is not Chinese style, but pastoral. The pastoral life of a foreign woman and the preference for pastorality in Europe and America create a familiar sense of strangeness.
YunyouShane:
Yes, that kind of paradise lifestyle.
Born owner:
I look at the overall industry situation, including cities at all levels, regions, and various platforms, the new Chinese brand currently has the following status:
1. Not large in scale, scattered, and has many types of numbers.
2. The symbolic characteristics are obvious, and the comprehensive performance of high-end brands is better than that of young and popular brands, especially the aesthetics of e-commerce brands need to be improved.
3. Poor standardization ability, uneven quality, and two-level differentiation.
4. High freshness and sufficient interest.
5. Strong communication and strong stamina.
6. There is still a lack of more new Chinese brands with world influence.
Yunyou Zhao Hongyu:
Define the new Chinese lifestyle based on the color, pattern, fabric and wear scenes of the clothing, which are derived from Zen, tea, fragrance, music, etc.
Yunyou Xiaowang:
Personally think it is the core of Chinese life aesthetics. Slowly, this is completely opposite to modern life.
Yunyou Shane:
I don’t know, I don’t believe what I see online.
Born owner:
The new Chinese style we are discussing today is not limited to high-end customs or mass brands, but about the entire industry.
Yunyou Vincent Zheng:
Point 6 is quite difficult.
Born owner:
Point 6 requires time accumulation and generations of efforts.
Yunyou Vincent Zheng:
The West has too strong voice, and they will not give in or be on the same level.
Born owner:
Personally, I think the path of the development of new Chinese-style industrialization:
1. Dig deep into culture and take culture as the core foundation.
2.Technical innovation, embrace new technology.
3. Value innovation, create a brand value experience that is different from the past.
YunyouShane:
In China, the new Chinese style has already had a certain status.
Yunyou Xiaowang:
New Chinese brand, like Gaia Legend, seems to be nothing else.
Born owner:
1.0 stage: return of domestic products;
2.0 stage: quality upgrade and branding;
3.0 stage: outside the brand, covering culture and technology.
New Chinese innovation three elements:
1. Brand content innovation: content that conforms to the emotional identification of young people.
2. Business model innovation: a business cooperation model in the era of digitalization and globalization.
3. Product operation system innovation: digital management system.
｜Fourth｜
Is the new Chinese style a temporary trend or a big trend?
What do you think?
Born owner:
Is the new Chinese a temporary trend or a big trend? What do you think?
Yunyou Vincent Zheng:
The fashion media we are watching still has a high proportion of content reporting on foreign brands.
Ysetin:
I think the path to the development of new Chinese-style industrialization can be added, the scene is refined, which modern Chinese-style clothing is more suitable, and then defines some forms of future urban life. For example, Generation Z attaches great importance to the ability to play with Shaoshu.
YunyouShane:
I think it is no longer a trend, the new Chinese style is the direction of development.
Born owner:
That’s right, this is what I want to say, the new Chinese style needs to be innovative in the future.
Yunyou Xiaowang:
In recent years, the national style is also a new Chinese style.
Ysetin:
In fact, as a brand, don’t have to think too much, find a Chinese cultural incision that you believe in, keep studying, and design the Chinese daily life of Chinese people, because many current life models have no objects of plagiarism.
Yunyou Lao Wang:
pair, only if people agree and like it, they are willing to wear it. And in this process, we must be diversified. When it comes to high-end Chinese style, it means getting married and being old-fashioned. It can't be said that young people's trendy brands are loose clothes and a big dragon picture. Be sure to break the stereotype. Diversified development! Different styles and ages can find suitable new Chinese clothes.
YunyouShane:
Young people now either go SHOWROOM or online, and they will feel a sense of distance from ordinary people's social communities.
Yunyoumo:
The rise of national culture must be a major trend.
Ysetin:
can start from a very basic point. The simple white T and the printing uses some traditional intention patterns, such as tigers that the public has seen, adopts ink painting style and has a smudge effect, and it is not necessary to stick to black and white.
Born owner:
Another meaning of the new Chinese style is that every Chinese should support it, not because it is recognized by Westerners today (it is only promoted). First of all, you need your own recognition, and this level has a stronger significance. To make Chinese culture better move to the world means to carry this kind of self-esteem. If you don’t have self-esteem, it’s just a kind of pleasing, you can’t move to the world, because it’s just a temporary freshness, just a glance. Only self-esteem can be respected.
In the past thirty years, Chinese clothing people have experienced upgrading from making clothes to brand building, and have established the full picture of China's clothing industry. They have each found their own attitudes or core competitiveness, and also found their position, relationships and roles in the world.
Chinese clothing people can use the Chinese lifestyle and Chinese style as representatives to lead the world's lifestyle and value system.
Ysetin:
Chinese people have been smelled from some traditional Chinese culture since childhood. No matter how weak they are, they are naturally better than foreigners. If you talk about some foreign objects, you will have a deep understanding of this. Therefore, as long as you do it well, Chinese people will definitely be most likely to resonate with cultural preferences.
Born owner:
100 years ago, the new cheongsam combined with traditional Chinese clothing and Western aesthetics and structure, created a cheongsam style representing the fashion of China at that time. It has influenced a century and is the world's impression of Chinese fashion.
We have a long cultural history of 5,000 years, and there are 56 ethnic groups, inexhaustible cultural content. Contemporary China, which is already a world-building power, will inevitably give birth to a new Chinese fashion, which is a new Chinese style that will continue to develop now and even in the future. The future is promising because the new Chinese style is the Chinese people’s own fashion trend!
so, I firmly believe that from this moment on the new Chinese style, it is no longer just a short-term trend, it must be our trend. The future currently called "New Chinese Style" will go deep into the daily life and become our own representative.
Yunyou Zhao Hongyu: The new Chinese style will become a cultural symbol of China in the future, just like the Japanese kimono.
YunyouVincent Zheng: Chinese style is part of our culture, whether in the last century or now.
Yunyou Xiaowang: Chinese makeup, which is popular overseas this year, is also part of the new Chinese style, and there will be more and more in the future.
owner: To quote the words of several designers I have interviewed on our platform who have returned from overseas: "New Chinese" trend is not only needed by us Chinese, but also by the world. To add, we don’t need to benchmark against Western clothing, we have our own form, just as everyone will eventually return to themselves and realize their own self-worth, our Chinese culture does not need to benchmark against others.
YunyouVincent Zheng: Western clothing is the mainstream, one is because of their brands, media, channels, and the other is because they brought culture to different corners in the era of colonialism. We want to make our own brand an international brand.
Born owner: Clothing culture is also a philosophical culture, especially our Chinese clothing culture, which has always been consistent with the lifestyle and philosophical views of our Chinese people. Do our own culture well, carry forward the excellent parts of our culture, and be ourselves.
Manager summary
1. New Chinese style features and current situation
New Chinese style is not pure element stacking or simple pattern superposition. Instead, through the understanding and understanding of traditional culture, modern fashion elements are combined with traditional culture, and the aesthetic needs of modern people are used to create new clothing with Chinese charm, so that traditional art can be properly reflected in today's society. Now, this Chinese style is sweeping over.
1. New materials, new structure (product)
2. New dissemination, new expression (content)
3. New channels, new experience (operation)
New Chinese brand:
Xiazi·chen
SHANGHAI TANG (Shanghai Beach)
"Exception EXCEPTION de MIXMIND"
Guo Pei high-end customization
2. My new Chinese entrepreneurial path
like--exploration--comply with the development of the times
Started a business in 2008, and investigated the market everywhere, including going abroad;
html l0 in 2009 started a studio and private customization;opened a store directly in 2010 and faced the market;
continued to open stores from 2010 to 2014 to make profits and became a collective store;
became a designer platform in 2015, and has signed nearly 100 original designers across the country so far.
3. Current status of the new Chinese industry in China
1. What are the characteristics of the new Chinese design?
works hard to dig deep and refine Chinese cultural elements. We cannot just pile up simple and superficial Chinese elements and symbols. We must work hard on Chinese aesthetics to truly express the aesthetic and fashion views that belong to the Chinese.
2. Current status of new Chinese brands
What is the current status of the production of new Chinese products?
(1) Not large in scale, scattered, and many types of numbers;
(2) The symbolic characteristics are obvious, and the comprehensive performance of high-end brands is better than that of young and popular brands, especially the aesthetics of e-commerce brands need to be improved;
(3) Poor standardization ability, uneven quality, and two-level differentiation;
(4) High freshness and sufficient interest points;
(5) Strong communication and strong momentum;
(6) still lacks new Chinese brands with world influence.
New Chinese development and innovation:
(1) The path to the development of new Chinese industrialization:
Dig deep into culture, with culture as the core foundation;
Technology innovation, embrace new technology;
value innovation, create brand value experience different from the past.
(2) The development stage of the new Chinese style:
1.0: The return of domestic products;
2.0: Quality upgrade and branding;
3.0: In addition to the brand, covering culture and technology.
3. Three elements of new Chinese innovation
(1) Brand content innovation: content that conforms to the emotional identification of young people;
(2) Business model innovation: a global business cooperation model;
(3) Product operation system innovation: digital management system.
4. Is the new Chinese trend trend or a trend? What do you think?
Another meaning of the new Chinese style is that every Chinese should support it, not because it is recognized by Westerners today (it is only promoted). First of all, you need your own recognition, and this level has a stronger significance. To make Chinese culture better move to the world, we must carry this kind of self-esteem. Only self-esteem can be respected. Contemporary China, which is already a world-building power, will inevitably give birth to a new Chinese fashion, which is a new Chinese style that will continue to develop now and even in the future. The future is promising because the new Chinese style is the Chinese people’s own fashion trend!
Text sorting: Zhang Huaikai
Text editing: Chen Chang
Art editor: Li Ning
Art editor: Li Ning
