She Is Born For Sexy Women.

Like Shenzhen's women's clothing brand, the pursuit of unique design culture is their commonality.

As a rare designer brand in China's underwear market, the growth speed of eya is remarkable.

As a young enterprise, design "sexy", so that they can find a new way in the highly concentrated underwear circles.

For all kinds of sexy women

When it comes to women's wear in Shenzhen, it is necessary to pay attention to women's underwear, a special member of fashion women's clothing.

In China's underwear market, Shenzhen also has enough voice.

Like Shenzhen's women's clothing brand, the pursuit of unique design culture is their commonality.

As a rare designer brand in China's underwear market, the growth speed of eya is remarkable.

As a young enterprise, design "sexy", so that they can find a new way in the highly concentrated underwear circles.

Xiao Nan, one of the first professional underwear designers in China, has never seen himself as a simple underwear brand after creating his underwear brand.

"Underwear is a highly professional product, but it is also a necessity of fashion. When we mold our brand, we never restrict ourselves to underwear.

Yi is a fashion brand that manufactures professional underwear products.

We are not only a member of Shenzhen women's clothing, but also a member of China's fashion industry.

Mention how to break through in underwear market, Xiaonan answers so.

Before the Shenzhen trade fair, we had an unforgettable dialogue with Xiao Nan, who persisted in designing sexy Chinese women. From the dialogue, we not only felt the desire of Shenzhen women's clothing enterprises to build personalized brands, but also realized their efforts and achievements in persisting in and creating their own unique brand culture.

Creating attraction for Chinese women

Reporter: as a rare underwear and fashion label company in China, Is Ira has gone through 6 years.

How did she make sexy designs for women in the past 6 years?

What kind of development process has the company gone through?

Which events impressed you most?

Xiaonan: at the very beginning of Is Ira's founding, we have a dream in mind: to make products with emotional sustenance and to have a brand in mind.

Because it has always been engaged in the underwear industry, and loves underwear very much. From the point of understanding human nature, the essence of "sexy" is sex attraction. Therefore, the cultural keynote behind underwear's basic function (protection itself) is the communication bridge between the sexes.

In my opinion, plump is sexy, elegant is sexy, intellectuality is sexy, art is sexy, as long as women have the characteristics of attracting the opposite sex, they are sexy.

From this point of view, Isla played the role of a charisma for women, creating attractiveness for women, making all kinds of women dig out potential sexuality and packing the best sex appeal for them.

Is Ira's products were born to embody all kinds of sexy women.

But under its bright appearance, more attention should be paid to technological capability.

Because only technology itself can really realize the aesthetic ideas of design.

Through different design keynotes, such as pparent lace, fine art, fashionable colors, and the most important three-dimensional force structure on the board, we can interweave products with artistic concepts with clear keynote, so that women of different personalities can find the beauty that they yearn for in their hearts.

In the development of brand operation, we have shortcuts and bottlenecks. Now, looking back, it seems that cultural differences are more important than inheritance.

Those who like concepts and innovative consciousness are loved to death, and some of them may think that this sexy sex is not the traditional culture of Chinese women.

But with the penetration of modern information, more and more women begin to agree. Especially after many customers come to try it in the shop, they really find that there is such a product that can fully find her self-confidence and beauty.

There is a story about a white collar woman dressed in formal clothes who wants to withdraw immediately after entering our store.

The shopping guide hurried up to ask what could help her, so she knew that she wanted a basic bra that was close to the skin color, and felt inferior to her figure.

Under the guidance of our professional shopping guide, she tried to try out several completely different styles of products. Our guide also chose the product structure suitable for her according to her figure, and helped her to dress correctly. She did not believe that the size would increase 2 cups. Of course, because of the design effect, she really began to know her most real sexy beauty, so she bought 9 bra at once, and vowed to go home and abandon the original one.

When I am free, I also like to go to the store to do customer reception. Such customers have met many times.

If you choose the right product, you will be able to correct your chest shape. Of course, you will have confidence.

Therefore, I feel that my work is of great value and is an experience that helps women find beauty and confidence.

I sincerely hope that Chinese women can start with a sense of relief and love their underwear for themselves and their own women.

Reporter: from single brand to multi brand development, Yi Si La is not like many companies, simply adopt the doctrine of taking, but adopted a joint mode, and launched the Italy underwear which is suitable for Chinese women's sexy expression. What is the purpose of doing this?

Xiao Nan: from the development state of Yi Si La, its personality and growth are all attracted by this industry.

This brand takes the human nature as a breakthrough point, more direct and more cost-effective, and is the aesthetic and self love pursuit of the middle class women.

Because of Is Ira's style and market growth, many famous brands of international underwear have also paid more attention to us.

Among them, Italy Kristen (CHRISTIES) gave us their brand and product honor and granted us the general agent in the Chinese market.

Based on the coverage of brand, there will be segmentation of price area, style area and so on. We are also willing to let Chinese women try an original style.

In business, from product sales and customer feedback, as well as our objective analysis of the Chinese market, standing on a clear map of China's underwear market, we are more willing to provide more quality and intellectual products for high-end urban women, and create an underwear brand with inner restrained and single spiritual freedom.

Italy and we are willing to work together to create an underwear brand with both international vision and Chinese feminine plate and cultural needs.

So CORSETC came into being.

Such a combination is a combination of strong and strong advantages. The direct information of the international popular concept makes the design style keep pace with the international trend, while the plate type technical force makes Chinese women's dressing and wearing function more comfortable and aesthetically beautiful, and the market demand survey is the real feedback of Chinese women's needs.

The result of such cooperation is beyond doubt. Brand is the combination of international vision and actual market.

Mature brand and bright future!

Manufacturing features require a capability.

Reporter: Is Ira is the only underwear designer brand in China. He especially insists on original design. What do you think is the role of original design in brand core value?

At the same time, unlike other industry partners, Yi Si LA has been advocating sexy fashion, and always adhere to the fashion brand line, what are the reasons?

Xiao Nan: I am very happy that you can pay attention to the value point of our brand.

In the team of Yi Si AI, there is a spirit, that is innovation.

The predecessor of the company is a professional design consultant, specializing in designing many underwear Brand Company, when the underwear brand is homogenized.

Repeated studies of various brands do not convey the concept of my mind, based on my expectation that I can make products that have different styles and characteristics in the market and reflect their cultural ideas.

Become our driving force for originality.

So once you have the chance to launch a style underwear brand, or you call the designer brand.

In today's era, the feature is already a label, and the ability to create features needs more than one capability.

Originality in my concept is not a wild imagination, nor a copy of imitation.

My approach is to clarify the brand positioning and the cultural form and lifestyle of buying groups, to study the trend of the trend, to safeguard the aesthetic needs of the buying groups themselves, and to make the products with their own characteristics with the designer's professional performance skills, is the taste of their own home.

Such a refining process will naturally not be replaced by others, nor will it be similar to others.

Because we are digging the inner point of human nature.

I think the original concept is not a novelty, but a true portrayal.

So I will persist, let women remember this sentence: it is her lifelong regret that she did not pass her underwear.

Reporter: since manufacturing features need ability, what aspects have been improving in the past years?

Xiao Nan: our company has not been established for a long time, but the core members of the team are all cremated personages in the industry. They all have the aura of success.

Cultivating and appointing knowledge-based talents and creating a happy team are the basis for their ability to play.

In the strategic deployment, our initial stage was to seize the market quickly.

Up to now, we need economic and cultural construction, and strengthen the meticulous and specialized operation of all links. For example, we should strengthen the training system in an all-round way, and convey the essence of the brand, the characteristics of products, and the principles of experts and technology to the whole system, including consumers, agents, including their own teams.

In the management mode, the size of the team will affect the quality of personnel.

It is a completely different management system to bring together a small detachment and a three army column.

The company implements the ISO quality and technology system to ensure product quality control. The implementation of process management and excellent performance management, performance appraisal system are all aimed at enhancing the professionalization level of enterprises and motivating employees to make progress. The adoption of ERP system is the modern and efficient means of IT technology.

On the concept of corporate culture, it is necessary for a team to do well in the division of labor and cooperation so that both professionalism and expertise can be brought into full play and support and support each other.

Publishing style is the attitude of original brand.

Reporter: every year, the company has a creative press conference. Can you enumerate the theme of the conference these years?

Can the evolution of these themes reflect the evolution of underwear fashion?

Including the changing process of market acceptance of underwear fashion?

Xiao Nan: we are a brand with a concept of style. We are also famous for its creative features and visual impact in the underwear industry.

This is also an attitude of brand originality.

We have clear themes for product launches in the two quarter of each year.

From the "love and Shang" in spring and summer of 2007, the "Enlightenment" of autumn and winter to the recent "pure", "Yue Yu" and "Yi Yi" and so on, you can hear the doorway from the name.

We advocate the freedom of mind, regardless of the vicissitudes of the world and the winds and clouds. We use the law of letting nature take its course and use the natural calm mentality to explain the ultimate idea of this brand with the pursuit of returning to nature.

Of course, there will also be subtle differences. For example, with the change of the external environment, there will be a phased style of pandering.

When material desires expand, we examine sobriety. When we are in a financial crisis, we advocate simplicity and emotional confusion.

Under each theme, we expect to use our own brand philosophy to give our followers not only the external beauty, but also a spiritual nurturing.

Or that sentence: insist on doing products that are sustenance, do the cultural brand in mind.

Reporter: how will this exhibition show the direction of the future development of enterprises?

Xiaonan: this exhibition is the best platform for Chinese women's clothing. We hope that through such a high level, more eyesight business elites can recognize such a real pearl. She is the shining light, more durable and valuable.

At the exhibition, we will surprise the high-end brands, the underwear brand "CORSETC" from Florence, Italy and the original Kristen (CHRISTES).

The theme of the exhibition is "red drunk Florence". It extends the expressive techniques of lingerie's rich connotation through a very creative storytelling style. It adopts "opera style" performance to embody the deep Italian style of "charshal" and "Kristen", and the artistic trend of Florence.