He Shujun's Fashion Dream: Creating Soul With Design

We value art and pursue art. We hope that through our own efforts, art will become a high and close person.

In her eyes, art, which covers a wide range of terms in terms of beauty, ideology and realm, is characterized by two aspects of spirit and matter: spiritually, "art" is very subjective, and its existence is directly related to the comprehending experience of personal savvy, pursuit of taste, experience and so on.

Taking clothes as a ladder between the virtual and the real, let the "art" which seems to be high above and beyond reach go down the altar, or allow ordinary people to climb into the palace of art, and give the two parties a chance to face each other in a way of grafting.

Carrying personal subjective thoughts on concrete things is that they tell themselves in a vague way, that they are exchanging minds with people who are kindred spirits, and that they are interacting with the world in their own way.

Interviewer: Why did you choose to enter the clothing industry after graduation?

He Shujun: I think this is related to my own hobbies. Although there may not be many concepts in the clothing industry at that time, girls are fond of beauty from childhood, and have a concept of beauty.

Since I was young, I like to cut my own fabric and make clothes. I just enjoy the sound of sewing machines.

I think clothes may be a natural instinct, so under the chance coincidence, the MBA has entered the clothing company.

It will still be in 90s. I am in the clothing company mainly docking Europe and the United States export trade, for ODM, OEM and foreign brand operators to communicate.

Therefore, I started to contact the operation and operation of foreign excellent brands very early, and accumulated a lot of experience over the past few years. I also have a good understanding of the operation and management processes of foreign clothing brands. The only possible way is that there is less contact with retail terminals, but I am very clear about the front end process of the whole brand operation.

Reporter: what kind of opportunities are you going to get out of the original clothing trade and choose your own brand?

He Shujun: I've been doing it since graduation.

Foreign trade, but in 1997-1998 years, I felt a considerable change in domestic trade, that is, China's trade orders gradually moved to other countries like Kampuchea, Vietnam, Bangladesh and other countries with lower labor force, so I expected that China's low-end processing would be banned sooner or later.

Sure enough, in 2000, some of the processing enterprises began to pform. By 2004, the pformation of processing enterprises was prevalent.

I think I have the honor to witness the pformation process of Chinese clothing from "Madein China" to "Create in China", and have made changes in this trend.

I am a person who sees things in the longer term. Once a crisis is discovered, he will begin to think about change.

At that time, if we had to have the right to speak, we must have our own brand and something we own.

So in 1998-1999 years, I chose to study in Paris and specialize in it.

In 2000, the idea of creating a brand sprouted in the year of 2003; and in 2003, we resolved to embark on the establishment of the brand, which is known as the 2000 card.

Observation and experience for a person

Progress is of great importance. Long-term longing for and curiosity for the surrounding world will enrich the designer's imagination and temper their critical thinking. In this process, the designer finds and refines his good instincts, which will appear to be more flexible in design.

The continued expansion of research can make

Continuously discover and excavate unknown areas, constantly enrich and update content, and new realm and realm will naturally appear.

Obviously, He Shujun, who has worked for over twenty years, has already learned how to take advantage of his strengths and strengths, and constantly expand the way of development in absorption and acceptance.

Now, with the dual roles of designers and business owners, she is like a duck to water in creating the role of design inspiration and building a commercial body.

Reporter: in your life, you yearn for freedom, self, comfort and restraint. How can this personality and pursuit be reflected in the design of clothes?

He Shujun: I am free and free in my mind. I do not want to be constrained by many restrictions. When I express this spirit in concrete products, it may be a very comfortable, natural and artistic dressing state.

But what I want to convey is an inner thing, a kind of tranquility and open-minded. I do not want to give myself too much pressure around me. I hope everyone will relax equally in their contacts.

This may be a relatively high realm, which requires a certain amount of experience to see through it.

Because it means that you have to put aside a lot of calculation and put aside the so-called standards and opinions. You may have to give up a lot of things to be more open-minded.

It's like designing. You can't handle it well.

The dots are placed on a piece of clothing. You have to keep a blank space and imagination, giving a leisurely and unhurried freedom.

Reporter: you have been designing for more than 10 years now.

Is there any change in mentality?

He Shujun: after all these years, whether it is for me or for the brand, it is a precipitate.

At present, I must have more calm, open-minded and free, so in design, it will also reflect a kind of tolerance and breadth.

Reporter: when you founded the brand in 2003, did you ever wonder what kind of style it should be?

He Shujun: when I was making clothes in the first quarter of 2003, KAVON's type was already out.

This has something to do with my previous trade experience. I have been making orders for big brands in Europe and America for a long time and wandering in the modern city. I have seen what is minimalism and what is the big outline, and I think I can understand this fashion especially.

In the more than 10 countries in Europe and America, I have a systematic understanding of the history of western fashion development, and economic, political, cultural, and ideological influences will also be affected.

With the development of China's economy, the urban women's understanding of fashion will go through a collective blind obedience to the development of individual aesthetics, and the future demand for personalization will be the dominant trend.

In addition, my personality also likes to be free and free, so these subjective wishes and objective needs are integrated. The style of KAVON launched in 2003 is very bright, relaxed, atmosphere, personality and fashion. Even now, it is also very competitive.

Reporter: usually in one.

In the company

People and business operators tend to be arguable because of different emphasis.

If you are a dual role player, will there be such a contradictory moment?

He Shujun: No, when I was designing, I had a child in my heart. I was very naive and I saw a chord.

Very happy, very emotional, not from the boss's point of view to see whether this paragraph can be used.

But in the process of enterprise management, I will analyze the financial statements with data, and look at the problems with the actual sales situation. At this time, I am very rational.

It's very important to distinguish roles well.

And entrepreneurs in these two roles to achieve the switch.

So I have always been grateful to the school management for the campus time, and that learning has made me face such seemingly contradictory sides.

Of course, do the market and do it.

People have different job attributes, so the starting point and the pursuit of results will be divided. This is normal.

But I will be clear about where my focus is, what my goal is, and we can't do everything in any way, nor do we have the size to eat, so we must grasp the key points and know how to make trade-offs.

When you have clear rules of things, it will not disturb you naturally.

Reporter: are you still free to learn the operation and management of brand? From single brand to multi brand, how do you think DNA is the core carrier of continuity?

He Shujun: I see so. The demand of enterprises at different stages of development is different.

Now that I have moved from single brand operation to multi brand operation, in the face of the definition and iteration of multi brands, I naturally need more professional planning and learning, so I will spend a lot of time and energy to study abroad, and see how the international market really does well in brand management.

When I operate a single brand, most of my work can be done by force, but under the multi brand operation, it will naturally disperse participation. At this time, how to inherit DNA is how to carry out visual management. This requires enterprises to establish a sound management system and system culture. People can only manage a small group, and the system will run automatically, so we have KAVON business school and a systematic training system.

We import the LBC retail management system into the enterprise, import the OTT rapid response supply chain system, introduce the integrated management system of three and one, and Inamori Kazuo's management concept of "respecting heaven and loving others", so that the whole enterprise can form a spontaneous and automatic system under the unified values.

Next is talent training and encourage enterprises to start their own businesses. The group is now carrying out the share reform, diluting the share rights to the backbone, making the enterprise an entrepreneurial platform, attracting more talents to join the KAVON.

I am very concerned about talent training, because inheritance is really important.

The inheritance mentioned here is not the acceptance of personnel on the length of time, but the perception and belief of aesthetics. It is a relatively broad breadth of inheritance. It needs time to precipitate, and also needs professional maintenance.

Because

The essence of this phenomenon is the lack of core DNA inheritance.

Reporter: since KAVON was founded in 2003, it has been well received in the industry and supported by solid consumer groups. It can be said that the development is very successful.

But have you introduced KAVON HOME and HO SHUJUN in recent years? Do you mean that you are exploring the new diversified business development mode in the market, or are you a person who likes challenges?

He Shujun: of course, I think the great significance of life lies in meeting challenges one after another and winning the future in the face of challenges.

So I like challenges, and every two or three years I will set up peak, short-term goals, long-term goals and ultimate goals.

In 2003, when most of the people stayed in the wholesale and processing industry, I took the initiative to create the KAVON brand. In 2010, I took the big team far line operation to move the show to the China International Fashion Week in Beijing and won the honor there. In 2012, when China's economy entered a weak period, and when the industry was in the doldrums, I spent a lot of money to invite foreign teams to upgrade our spatial image and VI image, including the new business model of KAVON HOME launched in 2014, and the high-end HO SHUJUN this year.

And cross border cooperation with different artists.

Brand needs inheritance, but it needs more energy, so every two or three years, I will inject new things into the brand. No matter creativity or operation, I will let my partners see that we have been growing up and heading for a better direction.

Originality is the suspicion and negation of the established reference; it is the breath of life emerging from the earth after refreshing the classic interface; it is displaying some neglected experience and presupposes new possibilities.

The reason why design needs to be original is because in today's consumer oriented era,

The mission is given to make objects more attractive.

Originality is more true.

Its professional value has become the driving force for continuous consumption and the cornerstone for enterprises to stand firmly in the market.

Reporter: in this relatively homogeneous market, many

All are advocating originality. How do you understand original design?

He Shujun: first of all, I am very sure that the current domestic environment is good for the development prospect of creative industries, and any industry can be developed by others.

At present, a large number of people are willing to engage in creative industries, which means that China's creative industries must have great room for development.

Secondly, I strongly support originality, because originality can better reflect.

Ability, thought, personality and even experience are all the embodiment of a designer's comprehensive wisdom.

Of course, at present, the precipitation of China's creative industry will take some time. There is not much law in the original design space.

So this is an age of rampage and an age not mature enough.

I believe that in the next twenty years or so, there will be many excellent original design brands going to the world stage.

Reporter: what are the main aspects of KAVON's original power?

He Shujun: first of all, KAVON products will cooperate with foreign design studios from the popular projects (colors, elements, patterns) to the implementation of brand strategy planning guidance and planning.

We work with France's famous NellyRodi fashion forecasting agency to develop products.

Team work, but also with some independent designers, manuscripts.

To cooperate, thus maintaining the diversity and internationalization of our design.

Secondly, we will conduct cross-border cooperation with some artists.

For example, let artists create according to the tonal of the brand, then we buy the copyright of the works and integrate the artistic elements.

Wait.

Like our Cymbidium series, Tang Chenghua, a famous contemporary oil painter in China, there will be more cross-border cooperation with artists to express the artistry of KAVON.

Finally, of course, we also have the expertise of designing R & D teams.

In our design team, there are three talents in Hong Kong, Macao and Taiwan.

On the other hand, there are more collisions of new flowers.

The designer team travels to Korea, Japan and Europe every year to explore the inspiration of creation, and more importantly, to draw inspiration from Chinese traditional culture. Literature, calligraphy, poetry and painting, drama, architecture, and traditional national handicrafts can be excavated.

In 2014, our team went to Lijiang. In 2015, we went to see the Dunhuang frescoes.

The team has also made many attempts to excavate some plant dyestuffs and printing and dyeing processes. This spring and summer, we have a series of processes using raindrop cold dyeing.

The group went to a very professional factory in Jiangsu for more than a week and worked together with the craftsmen to study the composition and texture of the fabric, the ratio of water and dye, and the degree of decolorization of the geese in the later stage. Finally, it made the "Tianshui blue" which is very beautiful in Chinese historical poetry. These innovations in fabric textile technology, color performance and process presentation are also strengthening our originality.

I think that the focus of diversity, internationalization, artistry and originality is an important factor in bringing our design ahead of the market.

Reporter: when you promote the original design and cultural details of the brand, are there any innovative ways to make the dissemination of culture more far-reaching and extensive?

He Shujun: I think originality is just a foundation. As for how to disseminate, it will not produce effect overnight. It needs a long and continuous process.

We will continue to inject new vitality into the mode of cooperation, such as more cross-border cooperation and exchanges, or shoot micro Film videos in the design process, so that consumers can understand our creation and pay, and even open original areas in physical stores, so that VIP can participate in the original experience more participatory.

In the future, we will increase investment in originality, starting from the original mode, the creative person and even the way of presentation, so that there will be more possibilities for originality, and culture can also be more three-dimensional in its propagation.

We are never the presenters of superb skills, but the exporters of advanced ideas.

When

The spiritual thought and long - term research that he pursued throughout his life was explored through cloth and

When it is embodied, clothes are no longer just tools for shielding, but carriers of inheritance.

Reporter: you once said, "I believe that the next brand is not a product, nor is it a Logo. I believe that selling is a culture."

How do you understand the bearing and significance of culture for a brand?

He Shujun: brand culture is a very broad concept. The composition of characters and LOGO is not enough to carry the brand.

At present, the culture that the brand needs to convey is actually conveying a way of life. First, pass the culture or attitude to the consumers, and then sell clothes or other commodities.

Many consumers are not clear about what their spiritual needs are, or whether they can tell you whether they like it or not. She needs you to tell her.

Then, what can be passed by the brand at this time? The shopping environment of the overall decoration atmosphere, props set up, lighting application, furniture placement and so on.

These can give them a kind of new mental pmission, let them know that they liked it.

This is the direction of brand culture in the direction, leading consumers to have a new experience.

Conversely, consumers have specific cognitive feelings about brands, and they have memory or even dependence, which is the brand culture they receive.

For brands, awareness and popularity are the leading indicators of development, and culture bearing is the extension of loyalty and brand association.

Reporter: what you are doing now?

What kind of culture is it conveying? Or what kind of experience do you want consumers to buy?

He Shujun: first of all, as a Chinese, I have a genuine national complex.

I like Chinese traditional culture very much, including blue and white porcelain, cloisonne and other concrete works of art, but I have never wanted to be satisfied with the limitations of these traditional crafts or art forms.

When traditional things are displayed in traditional way, they do not seem to be fashionable enough, so I hope to convey a kind of Oriental culture that breaks the innovation.

In addition, I hope to bring quality life to consumers.

I have a great feeling that many people in Europe will spend a lot of time and energy to decorate their home. The quality of home life is already in place, so the home will be used for entertainment as well as daily life, while most Chinese consumers do not match their personal wear and home. I think China's home should also reflect the owner's aesthetic and taste in the future.

So, what I want to sell is a quality life style, not just a dress. What consumers buy is a kind of guidance and memory, a quality life of their tonality.

Reporter: the origin of Oriental culture is very deep. How do you extract the essence from it? How will the relative subjective and abstract cultural idea manifest itself through the brand?

He Shujun: there are really many things that can be excavated in the great eastern United States. I hope to be able to carry them in the form of eastern and Western combination, to express the oriental traditional culture in the western modern minimalist way, to break and mix up the two inherent setting modes, and then to break and mix again.

Specifically, KAVON is based on color as a cultural heritage.

Color is the original nature of human beings. When human beings begin to enter the era of color, the art of global color will become one of the most important manifestations of human spirit.

I will be in KAVON for different seasons.

To extract color from different times, so as to inherit the oriental culture contained in colors.

HO SHUJUN will reflect more explicit culture, such as traditional writing, calligraphy and painting, etc.

In fact, how to inherit and innovate oriental culture through design needs more masters.

To break through the creation, I think what is the carrier is not the most important, and the most important thing is the sense of mission.

Reporter once and

There are several aspects of women. Each time they see each other, they continue to have consistency in their impressions. At the same time, they have gradually developed a bit of three-dimensional and profound: dry short hair highlights the strong atmosphere of the strong woman, and occasionally I can catch the gentle and gentle flowing water.

In nearly three hours of interviews, she was full of vitality and clear ideas. Her petite body seemed to contain infinite source of power and was always exchanging energy with the world.

Reporter: you have different roles in your job switching. There may be other social attributes in your daily social life. Will there be any imbalance?

He Shujun: people should live different roles, my family role, social role, managers in the enterprise and

The role...

I often say that at least I have more than ten social roles, so I will have different states in the process of changing roles.

Many people only know how to walk around the world with a single face, which leads to imbalance. But I think the change of this role is the embodiment of personal wisdom.

Reporter: how can you make yourself look energetic and energetic at such a busy schedule?

He Shujun: I think a successful entrepreneur should be able to manage his time effectively, establish an efficient mechanism, carry out reasonable authorization, and grasp the big and small ones so as not to be led by the big and small affairs.

I am a very self disciplined person. I exercise every morning. Sports can make me breathe in all kinds of complicated affairs, and I can also start a whole day's activity.

"The world is afraid of being afraid of the word" serious ". I am a very serious person who does everything in two.