Yi Shang Cashmere: Intangible Heritage, Inheriting Chinese Culture

Today, cultural heritage and cultural self-confidence become the foundation of people's pursuit of a better life, and the way of consumption and quality of life change.

A lot of independent brands intermingle the atmosphere of culture with original design, take the lead in the development and marketing of intangible cultural heritage, and achieve a wider and more durable communication field.

June 9th is the thirteenth cultural heritage day of our country. The first time to adopt the idea of cross border fusion is to put the concept of "twenty-four solar terms" into the cashmere products of 2018 autumn and winter, and guide consumers to choose the clothing and cashmere comfort through the change of solar terms. This is the "26 degree constant temperature" magic.

Sun Lianjiang, chairman of clothing and cashmere, told reporters: "enterprises are constantly striving to meet the growing needs of consumers.

Yi Shang is a fast developing independent brand in China's cashmere industry. Under the background of supply side structural reform in our country, the company combines its own product characteristics for the first time, injecting the concept of "twenty-four solar terms" into the products. This concept is quoted in China's cashmere industry for a small number. I hope our attempt will play a valuable role in building the brand culture in China's cashmere industry.

It is understood that in November 30, 2016, "twenty-four solar terms" has long been officially included in the list of UNESCO's human intangible cultural heritage.

"Twenty-four solar terms" is a knowledge system and social practice formed by observing the annual movement of the sun, recognizing the changing rules of seasons, climate and phenology in a year.

It can reflect seasonal changes, guide farming activities, and affect the clothing, food and shelter of millions of households.

According to the reporters, it is a very joyful and happy thing to study the traditional Chinese "twenty-four solar terms" and guide the consumers to experience and absorb the beauty from them, which can nourish the brand's own life and growth.

Among many people's impression, human intangible cultural heritage seems to be the most pure product only through family inheritance, mentoring, hand-made and family workshops.

But the heritage of cultural heritage also needs to be injected with new forces, so that traditional culture can go further.

Clothing and cashmere products for reference and absorption of non heritage elements for product research and development, promotion, market recognition has increased rapidly, the real case of sales growth proves that the mode of "production and maintenance" has inspired the new vitality of traditional culture to continue the torch relay.

According to Wu Chunyan, chief designer of Yi Shang cashmere, Yi Shang has developed a series of cashmere products related to "twenty-four solar terms".

For example, the new products in autumn and winter in 2018 are based on the five solar terms of "autumn, frost, winter, winter solstice and great cold".

We hope to recommend different thickness and style cashmere to consumers through the "solar terms" cognition.

So that the body temperature of the consumer is always comfortable after 26 degrees, and ultimately achieve the precise marketing of products.

At the beginning of autumn, the 7~9 day of the Gregorian calendar, on August, had the meaning of "grain maturity".

In the poem of the left River, he described "a leaf of Indus, a newspaper, and a rice harvest.

Although it is not a midsummer summer, there is more chilling singing.

At the beginning of autumn, the weather changes from hot to cool, and then from cold to cold pitional nodes, all things in nature change.

The designer combines the subtle changes of autumn color with the irregular stitches to launch the design, and introduces the series of autumn charm.

The overall presentation is relaxed and comfortable.

In this season of sudden change of temperature, a lightweight and suitable cashmere sweater is also indispensable.

Frost falls, around October 23rd in the Gregorian calendar.

It is also the last throttle of autumn, first frost.

The vast white clouds are reflected in the vast expanse of mountains and cold, and nature is slowly entering the winter.

The cool autumn wind blows all over the earth, bringing the rice grain full storehouse, and also brings a layer of tiny frost like needle to everything.

This is a romantic season, when autumn leaves fall, and reeds flicker. The 00 broken and flying posture is the graceful rhythm of autumn flowing in the hearts of people.

Inspired by the designer, the designer combines the modern popular technology with the design of the frisbee shearing process, and introduces the series of products of "flowing frost". We can see the shawls, shears and shawls with the fringes, and the design of the small loop design of the collar and cuffs of the clothes, which is exquisite and aesthetically beautiful, fully displaying the elegant and romantic fashion of women.

Li Dong, 7~8 November, Gregorian calendar.

The river is quiet, giving up the past singing and Pentium.

Flowers and trees gradually become withered, and branches and leaves frosted.

When man enters the house, the bird returns to the nest, and the earth loses its vitality.

When the air is clear and the dew is frosting, everything is telling people that winter is coming.

This solar term has winter and winter, and has the custom of sending cold clothes.

The designer introduced the series of frosting, bold use of the approximate color of frosting -- blue gray and white, and from two pieces to three pieces.

Inside, the outer coat of cashmere makes you feel warm and calm.

The winter solstice, the 21~23 day of the Gregorian calendar, December.

It is a very important solar term in Chinese lunar calendar. It is also a traditional festival. Many places still have customs of winter solstice.

In ancient China, we paid much attention to the winter solstice. The winter solstice was regarded as a big holiday. There was a saying that "winter solstice is as big as the year".

The circle is round and round. Because of the inheritance of love, it returns to the most pure and simple life. It is also the purpose of the designer to launch the series of "love Shang" series. A large number of undyed natural pure cashmere colors are used to show this idea. Warm and natural colors, similar colors, and the matching of hats and scarves give people warmth.

Great cold, around December 22nd in the Gregorian calendar.

The last solar term in the "twenty-four solar terms" will be followed by a new solar cycle.

When the cold is cold, the cold is reversed, so cold prevention is still the main theme at this time.

In the warm cashmere sweater, the clothing focuses on the development of the red happy series clothing, and introduces the "Hi winter" series. This can not only satisfy the wearer's daily thermal function, but also be suitable for visiting relatives and friends when the festival is celebrated, so that people can immerse themselves in a warm and beautiful atmosphere to greet the next new year.

2018 the new products of cashmere, which are still in autumn and winter, can be felt by designers that designers can make full use of the concept of "non heritage elements + design", which not only shows the emotional effects brought about by the elements of "non heritage" elements, but also makes use of the strong "suction force" of non heritage colors to make the elements of non heritage elements more practical and innovative. In this way, the cashmere can carry forward and develop the fine traditional Chinese culture, and enhance the cultural connotation of the brand and increase the added value of the products, which is favored by more and more consumers.