[Business Interview] Xu Aidong, Founder Of Kapok Road, Describes Her Views And Ideas With The Combination Of Tradition And Fashion.

Kapok is a flower of Guangzhou city. At the same time, there is also a kapok Avenue in Humen. Kapok is also commonly known as hero flower. Kapok has been used as a raw material for fabrics, and kapok wadding can also be used to make clothes. Shenzhen kapok road Garments Co., Ltd. has landed in Humen for 21 years. From the initial OEM processing to a unique leisure Chinese style brand dress combining traditional culture with new era fashion, the advanced concept of "big beauty is not declared, big territory is modest" has been recognized by the industry. How did she come out of an excellent brand?

　　 In November 2019, 26 Japanese network reporter Li Luoyao had the honor to interview the founder of kapok Road: Ms. Xu Aidong, we listened to her understanding and inheritance of traditional costumes.

　 Xu AI Dong First of all, I would like to thank you for your interview with kapok road. Shenzhen's kapok road Garments Co., Ltd. has landed in Humen for 21 years. We have changed from OEM to domestic brand, which has gone through 20 years of growth. On this hot land in Humen, we also get support from all sides. Therefore, the brand of kapok road is recognized in the industry, which is the industry of leisure Chinese style.

Kapok Road, kapok is the flower of Guangzhou city. Similarly, we also have a kapok Avenue in Humen. When kapok is in full bloom, kapok is also known as hero flower, and kapok is also a fabric formerly used as a garment, and this piece of kapok can also make clothes. Then we happen to be the local brand of Humen. The kapok road is naturally formed by combining a local culture.

Kapok road is also a coincidence. We first made a combination of Southeast Asia and Taiwan in the process of making export fabrics. The fabric we made was pockmarked and combined with the traditional costumes of Taiwan. Then we gradually formed our own unique style. Our basic brand concept is "big beauty is not declared, but big territory is modest". In this aspect, we have improved on the traditional basis, so now it has been welcomed by more and more mature women.

The brand culture of kapok road is based on the fact that "big beauty is not declared, but the environment is modest." we also want to pass on the traditional Chinese culture through the carrier of clothing, giving some intellectual and pursuable women. In clothing, culture can be displayed. Therefore, we are low-key luxury, the whole is to introvert, adduction as a concept for our service groups to convey.

Now our whole country is undergoing cultural revival. At the same time of cultural revival, we have been doing so many years of Chinese style, and at the same time shoulder a cultural consciousness. We want to pass this thing through our clothing. From this point of view, we have made great efforts in terms of technology, from the aspect of workmanship, from the stress and selection of fabrics. On the one hand, we cater to the market and cater to our consumers on the one hand. At the same time, we also feel the maturity and intellectuality of our consumer groups, so that our consumers can get more and more extensive acceptance. And every year they have a new and higher pursuit.

When we go to the scenic spots, we can see that 00 of the Han clothes are worn. At the same time, today's cultural transmission and cultural revival are not just about a garment, but at the same time we have to convey something deeper. The trend of traditional and improved middle is that we are improving and convenient for their daily wear, which makes it easier for them to dress beautifully, comfortably and healthfully. We will improve the selection of materials and colors more younger and more intellectually.

We also see that many people are just taking pictures for the purpose. But now we must be able to dress in your life, so we are now combining some cultural tours, and also set up Wen Lu company. In some residential places and scenic spots, we combine people with scenery and clothing. We can wear them everyday, but we don't feel so dressed in public. All we need to abstract out the essence of this traditional culture, remove the dross and extract the essence, then tell these young people how we should dress and how to dress up, and what our words and actions should achieve is the best result.

In fact, we are also like this, one is the academic school, it must be true reduction; one is the reformist school, in fact, my personal suggestion is improvement. But our scholarship, improvement and invariance are all people's pursuit of beauty. In fact, in the era of real tradition, in any era, its clothes were improved step by step with the change of people's thinking along with the change of people's mind, but the beauty of it remained unchanged. What we highlight is a feminine beauty in China. The only thing we remain in this piece is our pursuit of beauty. We have no objection to traditional things. There are also some things that belong exclusively to academics. But I am a specialist in improving them, because in our daily life, like big sleeves, we can not go out to work; large skirts are not convenient for us to get on or off. There are also some things that we have and also refine, for example, some of the daily styles, our skirts, collar and barge can be refined, but some big sleeves can be improved to become everyday wear trumpet sleeves. Now we are also doing some improved styles. Now our company is also collecting the name of the new brand. We can get the product customized by our company for your lifetime. Through this, we hope that the culture we transmit is not only a part of China, but also we must go to the world at the same time. The essence of our China must be shown to others. It's also in our daily life, not just stage costumes.

This is a cultural exchange. We are sure to integrate into it. Now we are going to show the young people that during the process of comparison, they will feel better about what I should wear. There will be more low-grade things, just for the sake of scenery. (clothing), but it is a bit worse from the practical application of life, from fabric selection, from workmanship to process.

Insisting on our traditional craft, for example, the most traditional process of kapok road is the selection of linen and cotton, which is the same. In terms of technology, hand drawing, wax drawing, embroidery and manual buckle are all the technological things we must insist on, and we can only do better and better. It is hoped that more and more people will follow us, and we will advance and develop together. (end)

　　 Local editor In the communication with MS. Xu Aidong, she deeply felt her passion and perseverance in traditional dress culture. 20 years as a day, she continued to stick to Xu Aidong's love for traditional culture. She carried forward the essence of Chinese traditional culture not only in her mouth, but also in her deeds of practice. After finishing the interview, I was very optimistic about the brand of kapok road from my heart, and I sincerely admire Ms. Xu Aidong as an entrepreneur.

World Service reporter: Li Luoyao