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China has always been known around the world for its "national dress excellence" and "ceremonies of ceremonies." In a sense, clothing is a mirror of material civilization, taste of the times, ideology and aesthetic taste. Many times the phenomenon of people's clothing consumption, in fact, is also a cultural phenomenon. The Chinese aesthetic of apparel has been changing with age. The 1960s are the era of three primary colors. Black, blue and green are the most popular color tone. The red collar, the green military uniform and the liberation shoes are the themes of the special times. Culturally branded garments demonstrated the arduous and simple style of the working class at that time. In the late 1970s, the release of "hunt" changed the aesthetic taste of Chinese women during that period. Takakura Ken became the number one male goddess in the hearts of thousands of Chinese women, Became the object of competition to imitate; and in 1987, Fei Xiang in the Spring Festival Evening with a "winter fire" once again ignited the hearts of people's hearts, the iconic fluffy and disco flared pants have become the most popular Outfit. It is from that time onwards that the Chinese began to demand more and more personalities in dress code: bell-bottoms, body-building pants and bats shirts, all of which are the target of beach-goers. The apparel industry has also become the first to tap gold local. Change is not a temporary idea, this is our first dream in Feixiang become the god of the people the second year, in Jiangyin Xinqiao, a fashionable young man self-financing 300000 yuan, set up a only 18 Workers woolen business. After more than a dozen years of stumble, he was impressed by the popular price positioning in the Japanese apparel market in early 2002, as well as the way of purchase by discount. After returning home, he immediately put this daring idea into action and became the first apparel brand to introduce this mode of clothing choice into China. Once in the consumer model so bold avant-garde domestic clothing brand, it is now being ridiculed as "earth, outdated," "Hailan home." When we launched a collaborative series with designer Xander Zhou, social repercussions exceeded expectations. Many self-written articles from the media to ridicule, and "queuing iphone7 is outdated, and now popular line grab sea-lan home" such a similar article is appearing in the circle of many people's friends. In this regard, we always have some feeling, but it is also understandable: living on your side you may have been despised the old brand suddenly changed, always more or less to express some astonishment. How to evaluate this change? There is a network of friends know that: This body of the company a little idea not? Yes, today we also want to talk about our ideas here. First of all, why is "visiting Hailan House one year?" There is no doubt that the slogan "The House of Hailan Twice a Year" was a success. It even reached the level of a household name. The brand of Heilan House, as a man's closet around you, is therefore clear-cut. Few people, however, know that when we decide on this slogan, it is not as popular as it is understood. It is enough to call for a visit twice a year: "Twice a year" is just like the three or nine of ancient Chinese, except A false sign Not to say that consumers want to reduce the frequency of shopping, really only twice a year: When invited to visit relatives and friends at home, we always love to say "free time next come Ha!" "There are more time to do Well ". Heilan House's "Twice a Year" is also based on such a context, "Twice a year" is like saying goodbye to old friends, we sincerely hope that our consumers and old friends can Heilan home available from time to time, expressed the welcome to you a few times more than the good wishes. Second, why do we always "earth"? With the rapid development of economy in China, men's wear in China has started to merge with the international trend. More and more fabrics, colors, styles and apparel categories have started to emerge. Consumers' horizons have been opened, and gradually began to sprout their own personality, taste and dreams. However, China's design has just been toddler, struggling in the commercial development and lead the contradictions in the times. Today's young people like the "big children", they have a natural sense of sensitivity and aesthetic preferences of international first-line and independent designer brands, and even some of the brand's style of evolution and development of stories like family, in short, this is now young People like "forced" and "foreign". From a linguistic point of view, "earth" and "ocean" always carry emotional factors. For a long period of time, the words formed by "earth" are all derogatory, while "ocean" always expresses some enviable Context. This cultural uncertainty and desire for advanced culture is a fact we can not but acknowledge. However, it has always been a mixed result: the consumers of this era have become more and more independent in the art and life art See, worry is that we Hailan home in the field of clothing trend there is a long way to go, or in other words, we seem to have been set aside by the aesthetic era. When we explore the fault between the elite taste and the aesthetic appreciation of the masses, we know that it is difficult. However, compared with the days when Helanlan is hungry, the ridicule of the "earth, vulgar and old" that we once carried is insignificant. So, is Hailan House really so disgusted? Although many people ridicule our "visit twice a year", let us be gratified that there are really many people willing to visit the Hailan home free time, they become the home of Hailan the backbone of today's achievements: Whether it is from the business value, or clothing sales, Hailan home can be said to have been a huge success. Brand has been established for a short period of three decades, we have always been the fastest pace of the siege, in the Chinese men's field plugged his own banner. In 2014, we successfully listed on the market and became the first stock of domestic men's clothing. Only one single T-shirt can sell more than 7 million pieces a year; as of June 30, 2016, the number of "Hailan Home" stores has reached 3889 . From the data, Hailan House has become the industry leader. But where are these tens of thousands of consumers? What kind of lifestyle and aesthetic taste do they have? Why do we think we are very earthy, outdated circumstances, or can have such a big market value and sales volume? In fact, Hailan House in the process of product development, through big data to analyze the aesthetic acceptance of most Chinese men. Only products sold well enough to be placed in the store display, if its sales in the first quarter or two quarters can not be expected, it will withdraw from the counter. The costumes of Hailanzhai do not make any sense of the trend nor the essence of Chinese clothing. We adjust our style according to the market reaction, and more are the men who serve the largest aesthetic base in China. Their aesthetic choices determine our style, Our style also leads their choice. We are sorry to see that while our clothing style is being questioned, our consumers also carry a series of ridicule. This is something we do not want to see, which reinforces our need for urgent change. Finally, we want to name ourselves: "Everyone has a tiger, a pig, a donkey and a nightinghoe in their hearts, and their uneven activity causes a change in their character." True, the world is not static, and so are people . From its inception to the present, the main consumption level of Heilan House has been 25 to 45 years old, and now 25 years old are already 90, in the face of this younger generation of a new generation of fashion, we have been Thinking: Is there any place to improve? Is it possible to make the brand younger? Is Hailan's home really can not make a sense of design men? In this regard, we also worry about change will lose the basis of customers, worried about the pain caused by change, but we do not want to stop here, we are willing to make new attempts and risks. "Men's national brand," a long way to go, this is just the first step in our change. Karl Great said: "We live in an age where expensive and not expensive coexist, and this is the first time in the fashion world." Most of the designer's brands in the traditional Big Three Fashion Week, Is three or five thousand or more, but the House never believed that the grade and expensive directly related to our pricing more appropriate, more close to the public can afford the scope of consumption. We also hope that in a simpler and more candid manner we can stand together with the most extensive Chinese men and become friends and even mentors who have teamed up with each other and made progress together. The change is really tough, but let's make it happen. It is no accident that the change made by Hailan House is accidental. It is a prediction of the dream from its inception, and an inevitable result when it grows to the right place. This epoch requires us not to deviate from the aesthetic reality of China and the dilemma of China's design nor to change the aesthetic changes of the times and the evolution of the art of living. It requires us to proceed from the most appropriate conditions for Chinese men, to meet, to meet and even to Guide Chinese men's fashion taste. This year, with the creativity of Subway Cairnwall subverting people's sensory perception and sponsoring popular variety works such as "Running Brothers" and "Strongest Brain", we invited young actors Chen Xiao and Lin Hsin-sheng to join the brand advertising lineup and launched one after another: Madagascar Series China Feng Huai Zhen Series XANDER ZHOU + HLA cooperation models We believe this is the right time to change, so that we can see and re-understand a change with the era of Heilan House. "To be a man in a coat." This is the home of Hailan House for the latest collection of autumn and winter coats. Change not only in the past, the future we will always strive to change. We are not afraid of the hardships and reflections in the process of change. It is our first dream to change the dream-making project which is not a one-way project. Everyone has already begun to see the changes in the design and quality of products made by Heilan. We also believe that everyone will slowly see the profound meaning behind this. The growth of society is not overnight. The success of Heilan Home is not overnight. We will not abandon the vast number of consumers who grew up with us. Instead, we would like to stimulate their imagination and attempt to grow with them and welcome more consumption. Into the sea-lan house. Change is to remain unchanged; and unchanged, is the best rule to deal with ever-changing. how about you? Are you willing to make changes, let down the inherent prejudice, re-understanding of Hailan home?
February 25, 2023