Li Yanyan: Inheritance And Innovation, The Way To Balance Time Honored Brands

People who have known the brand of longqingxiang are all moved by its persistence in culture. This time-honored enterprise with more than 400 years of family clothing making history takes customization as its lifelong pursuit, and firmly grasps its own balance in the intelligent and personalized present.

The foundation of brand

"For hundreds of years, long Qingxiang has always been rooted in Chinese culture. He has always been grateful and awed for the clothing experience and personal feelings of the wearer, as well as the inheritance and innovation of traditional culture and exquisite craftsmanship, striving to bring better private service and emotional resonance to consumers." Li Yanyan, President of Beijing longqingxiang Clothing Co., Ltd., said that inheritance and innovation in longqingxiang has never been a slogan, but the foundation of an enterprise.

In terms of design and technology, from drawing materials from intangible cultural heritage culture to sticking to a hundred years' persistence, each custom-made garment has a single version, a single version, a single cut and a single cut, making long Qingxiang's own image bound with the word "stick to".

"From the beginning of tailoring, to hand sewing, and then to shaping and ironing, it takes 406 processes for longqingxiang to customize, and the techniques adopted are also taught by generations and dozens of generations of craftsmen." In such a corporate culture, a teacher worship ceremony seems to be natural.

The opening ceremony held by long Qingxiang in Qianmen Street store every year attracts visitors. On that day, the apprentice should pay an ancient ceremony to his master to show his commitment to inheritance from generation to generation. This is not only the external expression of corporate culture, but also the internal pursuit of longqingxiang team. "I'm proud of our team. It is the mission of our team to take inheritance as the mission, to be strict with each process, and to ensure that every garment delivered to customers is a satisfactory one. " Li Yanyan told reporters.

In the modern context, people often mistakenly oppose tradition and fashion, which leads to mistakes from the cognitive level. "The relationship between tradition and fashion should be continued and integrated. In recent years, on the basis of continuing the tradition, long Qingxiang has been constantly innovating and upgrading. While adhering to the exquisite craftsmanship and outstanding ingenuity, longqingxiang has injected factors of youth, personalization and fashion into the brand, which not only highlights the unique oriental cultural heritage, but also pursues the fashion aesthetics in line with globalization. " In Li Yanyan's eyes, fashion itself is a kind of dynamic. It will change with each era and every stage. "Modern young consumers born in the 90s and after 00 have their own customized demands. The personalization and uniqueness they pursue are the basic genes in the field of customization."

In Li Yanyan's view, the advantages of longqingxiang as a time-honored brand lie in the inheritance of tailor-made and the spirit of innovation.

This year, at the Diaoyutai State Guesthouse, long Qingxiang released customized new products around the theme of "following the nature". It conveys the ancient culture and wisdom of the Chinese nation, which follows the nature and integrates heaven and man. Meanwhile, it also expresses the brand's meditation and yearning for sustainable fashion. This is an example of brand carrying forward the past and opening up the future, inheriting and innovating.

Digital age, with the help of redevelopment

Some people have asked Li Yanyan, as a time-honored brand of manual customization, how to treat intelligent customization in the digital era? Li Yanyan's answer is that intelligence is a means, but not an end.

Yes, the development of intelligence is to better serve the enterprise, and should not have an impact on the nature of the enterprise.

"Long Qingxiang does not reject intellectualization, even embraces intellectualization actively." Li Yanyan said that at present, mobile applications, Internet platforms, big data and other scientific and technological forces are pushing the development of China's clothing brands to a new height. For customized brands like longqingxiang, technology is helping brands to provide personalized and differentiated services to customers more accurately and efficiently.

To be an expert customized brand, we also need to rely on intelligent tools. Now the single version of Qingxiang is accumulated in the paper warehouse. "If the digital conversion of version type can be carried out through intelligent, and the version database of longqingxiang can be established, it will bring about a revolution in enterprise efficiency." Li Yanyan said.

On the other hand, the current digital technology and intelligent technology are becoming the "new infrastructure" of fashion brands, breaking the boundaries of time and space, enhancing the stickiness between brands and consumers in new ways, and giving brands important development opportunities.

In this regard, longqingxiang is also actively seizing the opportunity to make the brand continuously radiate new vitality through the organic combination of Intangible Cultural Heritage Inheritance and online innovation.

"In terms of skills, new technological means and traditional handicrafts are also forming a benign and complementary relationship." Li Yanyan, for example, said that in order to let more intangible cultural heritage inheritance skills enter consumers, long Qingxiang created an experience platform for online trading and offline display.

In offline smart stores and terminal activity sites, consumers can use digital tools and 3D fitting technology to experience the great charm of intangible cultural heritage and directly experience the high-end customized clothing of longqingxiang, which enhances the interaction between the brand and consumers, and stimulates the deep humanistic emotion and fashion pursuit of consumers.

Understand the situation and grasp the future

In 2020, a sudden outbreak of new crown pneumonia accelerates the change of new lifestyle, drives the change of brand development mode, and also starts a new round of waves and sands. As for the upgrading of Longxiang brand, it is also facing the transformation.

In view of the changing situation, long Qingxiang has made many preparations. The core of Qingxiang is to realize the core value of the whole chain.

"From door-to-door measurement and data sorting, down to raw material control and after-sales feedback, longqingxiang will take the industrial chain control to a new level." Li Yanyan said that by focusing on the core competitiveness of enterprises, longqingxiang is striving to become the leader of China's customized products in the new era.

In addition, longqingxiang has deeply explored the cultural connotation of the brand in the original brand pattern, and has promoted the subdivision and extension of the brand and customer groups, and launched a new high-end brand "Longqing workshop".

For the new brand Longqing workshop, Li Yanyan said: "this measure is to promote the personalized and differentiated development of the brand, so as to meet the needs of different consumer groups to a greater extent. In other words, under the dual brand pattern, longqingxiang's products can also have more distinctive characteristics. "

According to reports, the brand positioning of Longqing workshop is more traditional, focusing on the Chinese style, creating customized clothing loyal to traditional culture; while in order to avoid homogeneous competition, longqingxiang brand is positioned to make high-end suits by hand, focusing on business men's wear.

"Today's longqingxiang combines the essence of national aesthetics and international fashion elements, and truly realizes the positioning transformation from" product demand "to" brand demand "to" taste demand ", and then to" Humanistic demand " Li Yanyan said.

In addition, in the international journey, longqingxiang will use this kind of big show to further promote the brand. "We have held press conferences in Diaoyutai State Guesthouse for seven consecutive years. We have made more international friends realize this brand and that this time-honored brand is also on the international stage. I believe that with the broadening of international vision, it will also accelerate the injection of new vitality into time-honored brands. " Li Yanyan said.

The scenery is long, so we should take a wide view. Long Qingxiang firmly believes that the monument of the brand can not be built in a day, and the dream of the brand can not be built in one day.

In the future, longqingxiang will continue to adhere to the product quality, deepen and enrich the brand culture, enhance the influence of the brand, and further enhance the brand value of longqingxiang. Let longqingxiang brand become a symbol of new life aesthetics and an indispensable part of people's yearning life. Through building and realizing his dream, long Qingxiang hopes to be remembered by the times and be watched by the whole world.