Last night, at the APEC China Business Leaders Forum "Beijing night talk: what kind of entrepreneurship is needed today?"

Chairman Xia Hua received an exclusive interview with reporters.

Xia Hua said that Chinese retailers have been invited.

Come in, but luxury can only be shared, not shared.

When there is a crisis, luxury is a consideration of its vested interests.

From 2008 to now, they see that these two rounds of business can be very stable, or China's own brand.

Xia Hua: a clothing company with its own brand, and has been doing very well these years.

The most important thing is that the more typical the industry is, the more crisis it is, and the more time it takes to achieve success, the more chance we can get. Because the first round is actually the activation of China's real consumer goods market, and even the rigid demand of consumers has been pulled. This should be said for so many years. But in the development process over the past ten years, a group of enterprises with their own brand ideas and innovative abilities have been growing up in China. Then he is exactly the reason why I feel skincare in such a whole commercial circulation field of China, because why these luxuries have become a make-up in fact, you can see all these big department stores in China all these years, and retailers have invited these luxuries to come in. You can see that now it is almost global. Like I just this year, there are about more than 30 very good investment companies in the world coming to our company.

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But luxury can be shared, not shared, and then you will find that when a crisis arises, luxury goods are very concerned about its vested interests. So at this time, you will find that you really stay in this, and then let Chinese businesses, no matter how hard it is, from 2008 to now, they see that these two rounds can make the business go very steady, or China's own brand.

So these independent brands, I think, especially when the whole market tends to be rational, they see the strength of this role. So in recent years, we will find that more and more international attention of these brands is very high, like Ivan now because we are not only in the Chinese market, but also in the international market, because London's fashion week we made the opening show, we will be the only London Olympic Games in the only show, to the Chinese brand, so you will see that the whole world's expectations and concerns, this is very, very important.

In fact, when I say the right time and the right choice, I have created a good brand enterprise, which must be for the fashion industry.

Because the difference between China's fashion and the European side is that the time is too short. We are too young, and this is insurmountable. People always say that it is insurmountable. But I think it is particularly important that, in today's new growth point of economic development, I particularly want to talk about the role of Chinese brand. I think this role is very important, not only at this time with the expectation of the whole world going out, but in fact, the brand advocated by the Chinese government should go out, such a big country, then a big textile country, and its own market volume is huge, and then it carries the expectations of the whole world. But I think the most important step is to go out of the two step, Chinese enterprises do not do it, we can not go out.

　　第一步就是整個全球供應(yīng)鏈的，這非常重要，因?yàn)橐粋€好的，其實(shí)所有奢侈品最值得我們學(xué)習(xí)的核心點(diǎn)是好的東西產(chǎn)生的過程，好的過程非常非常重要，所以這些年其實(shí)我們有147家國外的合作伙伴，其實(shí)是在整個在合作過程中去建立一個好的過程，這是中國制造業(yè)必須去經(jīng)歷的，否則我們的制造業(yè)你看今天中國制造業(yè)面臨的難度非常非常大，說今天中國制造業(yè)終于醒悟了，我們知道要做好的產(chǎn)品，然后中國制造業(yè)知道要有自己獨(dú)特的價值，但是這個時候連意大利都倡導(dǎo)制造業(yè)的恢復(fù)，連韓國現(xiàn)在都把自己的企業(yè)召回去，然后連英國我去了上次倫敦時裝周之后，他們整個的國家倡導(dǎo)是要重新復(fù)興他的制造業(yè)，尤其是紡織里的地位，所以在這個時候我覺得中國企業(yè)，中國制造業(yè)顯得特別重要的就是我覺得要有自己的品牌。

Because this is China, which is a core support. If we do not have our own brand, I think that the most important thing that you can hear in China's manufacturing industry is not only the media, but also the pformation and upgrading. How to turn it? A group of manufacturing industries, because the most important thing is the talents in the pformation process. All of our manufacturing enterprises are factory management talents. There is a huge difference in the types, patterns and distinctions of the talents of a high-end retail brand. So I think at this time, in fact, China is now in the whole process of development, whether in the upstream manufacturing, factories or downstream businesses, one of the core is China's own brand in the fashion industry.

At this time, it has great value.

Why can I feel it? First, the industry, I say, there is no fashion brand in the world that has the Chinese brand today's market value and potential, because this consumption is the most popular consumer group in the world. Whether you agree or not, he is here, in all the fashionable consumer goods in China, because the investment associations often ask me, what are you doing in the small group or the public?

　　第二個我覺得漸漸服裝已經(jīng)成為利潤率較高的一個行業(yè)，上次去美國參加金融論壇的時候，我談到我說曾經(jīng)我的夢想是有一天一件服裝可以賣過一個電腦，然后今天我們一套好的西裝可以買兩個電腦還是筆記本的，我曾經(jīng)有夢想，哎呀，可以賣過一個汽車，今天我說不跟別的比，我跟書福經(jīng)常開玩笑，我說我們國內(nèi)的高級定制遠(yuǎn)遠(yuǎn)超過了一輛吉利的價值，所以我覺得在中國享有什么消費(fèi)，現(xiàn)在是一個消費(fèi)者漸漸趨于理性和漸漸趨于成熟的這么一個狀態(tài)，因?yàn)闀r裝無疑是享有型消費(fèi)，因?yàn)楝F(xiàn)在房子、車子大家這種除了使用之外的擁有型消費(fèi)越來越，你會看到越來越淡了，越來越冷靜了，這個時候其實(shí)人們對自己馬上能夠享受到的，或者是會帶來增值價值的這些產(chǎn)品會非常感興趣，所以在這樣一個理性趨于消費(fèi)的時代，我覺得我們的商業(yè)創(chuàng)新，把中國的服裝企業(yè)推

At a commanding height, it is the innovation of business mode.

　　今年幾乎從五一之后，我收到了國內(nèi)近30多家高端百貨的電話，他們都問一個問題，說消費(fèi)者哪兒去了，連五一怎么都沒有人?我說未來會更沒有人，他說為什么?我說因?yàn)檫@個時代，消費(fèi)時代的變革是不可逆的，所有人現(xiàn)在越是高端的消費(fèi)，他們所有的個人時間，比方說假日和休息，他們一定會用在了自己的家人或者是跟自然接近的時間，一個商業(yè)百貨現(xiàn)在我們還希望以這種，促銷或者打折吸引客人來的概率越來越小，因?yàn)槿藗儾粫炎约旱膫€人時間放在購買一件產(chǎn)品上，因?yàn)樗屑夹g(shù)手段的成熟，或者是未來的購買的便利，已經(jīng)讓所有的消費(fèi)者為買一件衣服而逛商場的動力已經(jīng)非常不足了，那么只有他真正的在逛的過程中能夠享有價值，所以中國真正商業(yè)的體驗(yàn)消費(fèi)今天剛剛到來。

We talked about consumption for so many years, but in fact, only consumption has no experience. Do you have any good experience in shopping malls? No, because no environment or space has been set up for you, and no experience or experience has been brought to you after setting up more experience.

So I think today, maybe I am in this industry, actually shoulder greater value. Today, I would like to talk about entrepreneurship. I would like to say that I do not think it is a martyr in the exploration of this field. I think it can only be a pioneer, because he is not related to policy, but more importantly, I would like to put down those simple and rapid development. Many investors actually talked with me about this point. I can talk about it now. I can quickly copy it now. I can make 600 stores, 1000 stores and even 3000 or 5000 shops in China.

Because I say that China is short of commercial artists, that is, people are willing to work harder on the expansion of figures, or entrepreneurs must talk about scale, but I think more important times are calling for more and more people to create value with your innovation mode. This value not only represents today's Chinese enterprises, but also represents tomorrow. I feel that until one day, when we really have many innovative values or innovative modes that can be truly recognized and paid attention by the whole world, I think that all of its values can be respected and respected to show this part.

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Reporter: are you talking about this pattern now approved by investment institutions? They may still want to...

In fact, all of them are in doubt today, and then the result is just a little bit of the result. In fact, all the investment in China is actually very, very important. You have to trust people first. Then, in fact, all the investment companies in China mostly look at people, then look at the business, then look at the financial affairs, because I will do this for everyone. Then they say that the investment company is financial, that is, very advanced financial analysis. I say I don't believe it. Otherwise, so many people invest in Jingdong. Why are they not profitable today? Are you really looking at his financial statements? Xia Hua: I think they are recognized now. Why? Because Ivan has been innovating many models over the years, including emotional marketing, cultural marketing, including housekeeping services.

So I think people still have a better value for an enterprise, an entrepreneur and a team.

So I think Ivan does this thing in this historical stage, and is his mission.

If in China, in fact, a conventional clothing enterprise would like to talk about what kind of innovation mode I am going to use to revive the industry and the revitalization of the industry at this difficult time today, people will question that, because you haven't had such a successful experience and history in the past, but Ivan has, so I dare say, I said in this round, I would like to take up this mission, and then to make a new exploration mode for the market, so that real consumers can come with you, and follow you, so I feel particularly important in this experience process.

Reporter: do you think that for Chinese enterprises, it's hard to make money simply selling clothes in the future?

In fact, the era of selling clothes alone is going to be over in the past. The reason in the past is because of technical means, including the future. Now, in fact, there is a huge impact on the Internet sales, and cloud computing will definitely solve the problem in the future. People can't solve the problem of texture and size, so people will go to the scene to try on clothes. But I think that these technologies will be able to be realized in the future. People will go to a space and go to a special place just to experience. There is a kind of thing that can not be replaced. Why do we have to go home to celebrate the new year when the Internet is so developed? Family members should be together and feel the warmth at the same time, and feel that warmth, instead of saying a few words on the Internet OK? Xia Hua: I think for Chinese enterprises, not only for China's clothing enterprises, but also for business.

It is more meaningful to feel that people have more extra feelings here, rather than just a paction for a garment. Sooner or later, the clothes will be solved in other ways. For example, many of our VIP do not need to go to the mall now. His type is fixed. You give him a very detailed Handbook. He also agrees with your quality. He doesn't need to come. But why does he come there several times a year? That's because of his service to your shop and your marketing perception, he will feel more intimate and interactive with you in that way, and that will be more cordial. I think this is very, very important. All Chinese business entrepreneurs must have a clear understanding. I think the scene experience is the concern of human nature, that is, people must pass through, so you really have to make a shopping space for everyone to buy clothes.

Reporter: but some of the fast fashion brands abroad, they seem to be in China now. What do they say? The situation is not bad. They can earn a lot of money every year. What do you think of this?

　　夏華：我覺得這是一個階段，就是你比方說快時尚，就是所有的你像，包括倫敦的高階(音)其實(shí)現(xiàn)在已經(jīng)趨于冷清，就是國外的人其實(shí)已經(jīng)很多年已經(jīng)習(xí)慣了這種快時尚的消費(fèi)了，但是在中國這是個新鮮事，因?yàn)橹袊褪沁@樣巨大的一個消費(fèi)體，任何一個新鮮事都會帶來一定階段的熱度，而這個熱度終究會過去，現(xiàn)在人們對快時尚開始變得不新鮮，進(jìn)來了，HM進(jìn)來了，可能ANM馬上也要進(jìn)來，要進(jìn)來，所有這些快時尚，就是美邦其實(shí)大家能夠感受到這幾年的困難就是在于，其實(shí)他原來是中國消費(fèi)者追蹤的一個快時尚的品牌，但是你突然發(fā)現(xiàn)身邊的全變成了快時尚，HM、優(yōu)衣庫啦，全是快時尚，所謂的快時尚就是人們認(rèn)為快速更換，然后適合的價格，那我是想說，這只是一種產(chǎn)品的方式，和一種消費(fèi)方式，它不會變成一種新鮮的，它不是一個創(chuàng)新模式，它是已經(jīng)是，

For decades, I think it is only in the heat of a time in China that I feel that the consumer will soon become calm. Even if he buys a cheap cloth, he needs to experience and feel it, otherwise it can be completely solved on the Internet.

You can have the same price, you can stay on the Internet, and today even people who buy vegetables can solve it through the Internet, so I think it's just a phase of heat.

Reporter: so you focus on making money in five or ten years instead of making money today?

Xia Hua: then you must, in fact, all enterprises, in fact, I think that an enterprise earn today's money is your execution team. In fact, what you have set up five years ago, the executive team should get money back today, and five years later, ten years later, you can still make good money. This is the business of entrepreneurs. Otherwise, there is no such problem. The vision and strategy of entrepreneurs is to solve long-term problems instead of today's problems. Today's problem should have been set up five years ago, and you have already set up today.

Reporter: in other words, in fact, we are not faced with such a deep layer that can be considered further. If there are some enterprises that may still be...

Xia Hua: I think this is the two thing and the two stage. I feel that I have entered the misunderstanding of pformation. After so many years, so many brands are coming into being. A good factory is very important that you should have your own values. What do you really want? If you don't know what an enterprise wants, you can have it on any road. I say that the group is the first to be able to get out of the line quickly.

　　我覺得所謂的企業(yè)家精神不是為了每一個階段的一個社會上最時髦的話題而存在的，而是為了他在某一個領(lǐng)域創(chuàng)造價值而存在的，所以我覺得在這一點(diǎn)，包括創(chuàng)新也好，包括你要真的要看好了企業(yè)的現(xiàn)有階段，大環(huán)境反而在這一點(diǎn)上，我覺得都應(yīng)該排在第二位的，我覺得一些優(yōu)秀的企業(yè)，已經(jīng)走出來的企業(yè)，第一位是在這個時候，我說尤其不好的時候，在中國的經(jīng)濟(jì)到今天，我覺得周其仁教授說得特別好，是水落石出的時代，水漲船高的時代我們不用去探討這些，每個企業(yè)都有活下來的能力，而水落石出的時候，才去考驗(yàn)?zāi)囊粋€企業(yè)能夠活得更好，因?yàn)槟愕脑温冻鰜砹?，在這個時候你必須分析自己的個性特征，對吧，你更適合什么，在哪一條路上你可以有長久的優(yōu)勢，我覺得這個時候你關(guān)上門分析自己，打開門，關(guān)上門一個爐子就可以讓你活下來，打開門敞

It's easier for you to die, so I think it's very important for this entrepreneur to stick to his inner pursuits, dreams and values.