uild international brand, release summit bonus
It has been more than a month since the closing of the G20 Hangzhou Summit, and the offline store of WENSLI which struck a pose on the summit stage has been crowded with visitors. Store sales consultant Sun Minjie told the reporter that customers could pick up the goods they bought in the store anytime in the past; however, since the summit the supply of products appeared in the summit have always been fallen short of demand and were constantly out of stock. Roughly from September to early October, the sales volume of G20-related scarves, handbags and other products launched by WENSLI has exceeded 100,000 with the sales amount exceeding 50 million Yuan.
Benefit of the summit comes from WENSLI’s persistent transformation and upgrading in silk industry. From “product manufacturing” to “cultural creation”, and to “international brand building”, WENSLI has achieved “triple jump” in recent years. In 2013, WENSLI acquired France’s century-old silk enterprise MARC ROZIER and later engaged the Hermes former textile holding group CEO Patrick; last year WENSLI brought together a transnational design team to integrate and upgrade the Chinese traditional culture, world class design and high-end manufacturing quality, and created a batch of products specially designed for G20 Hangzhou Summit.
From the West Lake panoramic silk mural in Zhejiang Xizi Hotel to the silk menus and programs in the banquet and the souvenirs presented to guests, during the Summit, the appearance of WENSLI silk captured worldwide attention. Now the company has tasted the success of transformation and upgrading: after the summit, the scarf named “Tender like Water” which was worn by IMF Managing Director Christine Lagarde was available for booking. This scarf is priced 3,880 Yuan, a single item with relatively high price among WENSLI product system. Along with its exquisite craftsmanship, it could take customers nearly a month to wait after placing the order. Still, thousands were sold in the first week of booking.
Market recognition of the silk culture creativity boosted the confidence of WENSLI Group to develop in the “post-summit era”. “During the National Day holiday, WENSLI offline exhibition halls ushered in the new peak of receiving foreign groups. Enterprise orders have been arranged to the next month. And more than 30 production and processing enterprises of WENSLI’s upstream and downstream industry chain specially working for us are under full workload and short-handed.” said the president of WENSLI Group Li Jianhua.
Some time ago WENSLI, Crest Tea Industry and Wangxingji Fan formed an industry alliance. The three parties carried out innovation integration in aspects of products and marketing, jointly building the “Charm Hangzhou” city image gift. So far WENSLI has conducted crossover cooperation with China National Gold, Overseas Chinese Fund, China Post and other enterprises and developed dozens of summit derivative souvenirs, constantly exploring new business model in the post-summit era.
“Silk is the cultural card for Hangzhou. Silk industry should promote historical classic culture, load innovation gene, constantly enhance the soft power and use the brand to create higher level of demand and supply.” said Li Jianhua, adhering to WENSLI people’s idea of “jumping out of silk to make silk”. During the “13th Five-Year” period, WENSLI will start with the summit and nurture another “metamorphosis” of enterprise transformation and upgrading.