Personalized Shoes, Zhengzhou Girls Earn Millions Of Euros In France

In France, Wenzhou shoes It is almost synonymous with low-grade goods. Some of them only sell 5 euros, but there are still few people to ask for it. Zhengzhou girl Yu Li was inspired by the exquisite Holland wood shoes, and boldly "touches" on her shoes. Just because she had injected fashionable elements, these unremarkable "stalls" were immediately sold to 60 euros, and her price increased ten times and still in short supply. Now her "personality shoes" have been popular in Belgium, Switzerland and other countries. Her registered AERPST trademark is worth 800 thousand euros. How does a girl make use of intelligence to create wealth? What inspiration does her success give to China's footwear industry?

A: fascinated by the flea market in Paris

I am a cheerful Zhengzhou girl. After graduating from a Academy of Fine Arts in 2000, I went to France with the help of a relative. When I first arrived in Paris, I used to be crowded and noisy in big cities. I saw street style European style fashion buildings and ancient churches, and elegant ladies who were walking leisurely on the mall. Where I rent is a two storey wooden house like a fairy tale house. The yard is full of flowers and plants. The swing is still hanging under the tree, and a lovely long haired poodle squatting beside it is so poetic. I can not help but wonder: Paris is really a romantic and beautiful city.

Looking for a part-time job in Li is not as difficult as it may be. Through the Internet, I found two jobs in a week: to be a supermarket clerk, and to tutor a local child to learn Chinese, every day is equivalent to the income of more than 600 people's cities. France is a well-developed economically developed country in the world. People's lives are very rich. What is puzzling is that many people, including rich men, are very fond of flea market.

A French friend told me to go to the open air. Flea market It has become a daily recreational activity for many people. Although luxury modern supermarkets and shopping centers abound, those are too stereotyped. Therefore, the rich variety of commodities is just like the traditional open stall culture in the fair, which just makes up for its deficiency. Second, flea market is still the most human friendly trading place. Buyers and sellers take the opportunity to chat freely and without a sense of friendship. Some shippers do not care if they have to stop at the market for a whole day, because they are very happy to have a casual mind and have a chance to chat with everyone.

Things that are sold in flea markets are really diverse. Stamps, books, calligraphy and paintings, blankets, dining tables, shoes and hats, and pottery sculptures are all there are. Prices are also surprisingly cheap, even those that have not been used will be sold at a very low price. The sellers here are not just making money, but enjoying themselves; buyers are not necessarily tight, and bargaining is also enjoyable. It's really interesting.

In the meantime, I met a female boss in Zhejiang in the flea market, selling shoes. The shoes were absolutely new, with only 8 euros for each pair, but no one was interested. You know, the same French goods will sell for more than 40 euros! She told me that there was an absolutely true story in her hometown: a Wenzhou teacher went to Paris for a period of time, and the hotel business was not good because of her skill. Later, I saw Wenzhou shoes selling well in the locals. They closed the restaurant and opened a shoe store. A shoe store opened and business was so good that a year later, it opened 5 Wenzhou shoe stores.

3 years later, he became a multimillionaire! She heard this successful case. Later, France, because Wenzhou shoes were cheap and good, they were popular in the market, and she made a fortune. But it didn't last long. Later, because of the vicious competition between Wenzhou bosses and big price wars, the image of Wenzhou shoes fell sharply, and finally became a stall. Some shoes only sold for 5 euros, but no one wanted to! She said she would return home after handling the inventory, making it hard to make money in Paris.

Scrutinize these pure white sneakers, the quality and the workmanship are not bad, I buy a pair to wear on the foot, feels very comfortable. But such a "affordable" thing, the French do not buy it, perhaps out of sympathy for the female boss, I have been thinking all the way: how can such a nice shoe is favored by people?

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B: " Personality shoes "The beauty of France."

Because mother is engaged in fashion design, influenced by its shadow, I usually pay attention to style and fashion in dress. I am more particular about wearing shoes. I remember the famous sexy queen Marilyn Monro once said a classic saying: every woman must have a pair of beautiful shoes, because it will take you to the most beautiful place in the world! So I only collect more than 60 pairs of beautiful sandals and sponge cake shoes.

Back to my home, I looked at the pair of sneakers that I had bought, though they were very comfortable, but the vamp was all pure white, too flat and light, and even I felt a bit "old-fashioned". Wearing a few days to throw away, a cousin in a fashion company in Paris said: "since you are an art student, why don't you get a fashionable and beautiful hand-painted pattern on the" light shoes "? That's perfect enough." it's really a wake up call for a dream person, and I think it is inspired by the beautiful Holland shoes. After I bought a pile of paints, I made an interesting design: making two shoes form a curly poodle pattern, with the effect of flashing powder and flashing film, which made the puppy look bright and sparkling, not only very gorgeous but also full of air.

Unexpectedly, a few days later, a group of fashionable girls with fashionable clothes came to me and asked me to make "cool shoes". When my cousin wore those hand-painted shoes to the company, she was attracted to the eyeballs of the models because of its personality. Everyone said it was too fashionable and creative. There was no sale on the market, so a dozen foreign beauties found me with curiosity and joy. These models are from Spain, Russia, Athens and other countries. They are beautiful women who have seen the world. In order to satisfy the other party, I asked each other their hobbies one by one, and designed various personality patterns accordingly.

3 days later, 14 pairs of exquisite shoes of personality were placed in front of the beautiful women. Some painted beautiful flowers and fruits; some painted their pets; others wrote "no trampling" signs on their vampers. It's a great variety of fashion. After a series of exclamations, the models threw away the high heels on their feet and tried on the personalized hand-painted shoes. Then he twittering to the fitting mirror to appreciate and intoxicate himself. For a while, my cabin was bustling like a shoe show.

When the models were paying, I told them frankly that the sneakers were produced in Wenzhou, China, and I bought them in the flea market, 7 euros per pair, 2 euros for paints and accessories, and the cost of each pair is around 9 euros. After a while, they paid 100 euros! I waved my hands repeatedly and said in French, "no, no, you gave too much, I can't accept it!" a French beauty said, "Chinese girl, you sell shoes instead of shoes, but art. Art is priceless! "So far, it is moving to think of this sentence. In accordance with westerners' way of thinking, even if a friend is willing to work for you, he must tip. This is not only a gratitude for friends, but also a respect for the fruits of their work. At that time, my cousin encouraged me to accept it with integrity. She said it was the reward I deserved. Within 3 days, we earn 1274 euros. If we make the synthetic RMB nearly 13 thousand yuan,

Even more eyeshot, I thought that Paris models were very expensive. They usually wore only shoes of top brands in Europe and America. I never thought they would not care about wearing the goods, but the shoe's personality. My cousin also told me that the most popular occupation in Paris is not a model, a securities analyst and a lawyer, but a highly skilled tailor. Their income is not only surprisingly high, but also highly appreciated and respected by people.

In the past, French people, like Chinese white-collar workers who had just drums up, loved to wear "Pierre Cardin", "old man" and other world brands, but now, most of the Paris women are their own purchasing materials, making tailors "tailoring", which is a trend. Personality is becoming the vane of fashion more and more. Just like eating wild vegetables and vegetarian food instead of being fed up with big fish and big meat, from buying garments to making hand-made products, this is by no means a reversal of time, but a fashion crossing and striding forward, returning to innocence and advocating individuality. This is the aristocratic fashion taste nowadays.

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Personalized shoe shop specializes in the sale of hand painted fashion shoes.

Later, I had a bold idea that Paris has the reputation of "beauty capital" and "fashion capital". Since people are so advocating their individuality, why don't they set up a "personalized shoe shop" and specialize in hand painted fashion shoes? Soon, I rented a small shop about more than 30 square meters on the famous "left bank" on the Bank of the Seine. The decoration was Oriental style, and a pair of big red lanterns hung in front of the door not only highlighted national characteristics, but also attracted the attention of foreigners. The advertisement is also very funny: "would you like to have a pair of shoes that only belong to your own personality? What are the hesitation of the world?" in particular, the colorful shoes with different characteristics, which are painted by me, have just attracted the attention of a large number of blonde fashionable girls. Some of them were amazed, and some of them were in a heated shop.

In the meantime, a girl asked me anxiously whether this hand-painted pattern would fade because of water washing. I told her that I used a special textile pigment extracted from plants to paint on shoes. Because this kind of green pigment has waterproof function, the shoes are dirty, no matter machine wash or hand wash, they will not wash the pattern, and will not cause any harm to the feet. The girl was so happy that she bought a pair of them and said goodbye to me with a smile. Although the bid price of 60 euros per euro is not low, in fact, I was somewhat worried about whether the ordinary income people could accept the price. But surprisingly, only two days later, more than 60 pairs of shoes I exhibited were sold out. Because of limited inventory, I had to work overtime overnight.

A week later, the store was out of stock. Before I opened, I never thought that shoes would be so popular, so it was very passive because of insufficient stocking. In desperation, I hurried to help some Chinese students studying art and asked them to be part time coloured drawing staff. Everyone was happy to say that the remuneration I offered was much more cost-effective than that for the foreign boss. My only requirement for them is to give full play to their imagination, the better the design, the better the personality, but never repeat it!

Several girls do not understand, saying that drawing a pattern repeatedly saves time and effort, and produces more work. Is it not better? I explain that people want works, not prints. This is actually the pursuit of individuality. Just imagine, when you go shopping in your shoes and ask where you buy it, you can smile mysteriously. How much pride you hide behind your smile! You can say that my hand-painted shoe shop just satisfied the fashion women's pursuit of individuality. Only in this way can business become popular. Only then did we suddenly realize.

At first, they came to my store to design and draw after school. My fellow countrymen were chatting and working together. They were tired of drinking coffee, listening to music and refreshing, very happy and comfortable. When the students come to work in the store, they have to change a lot of time on the way, wasting a lot of valuable time. Later, I simply used the piecework system to get them to draw the shoes to the accommodation, and the efficiency increased a lot. They get more money.

Of course, besides our improvisational works, some customers will also make some special requests, such as painting Chinese dragon and lion on shoes. The idea of an actress is even more original. Five big and exaggerated toes are painted on shoes. Although it's a bit "ridiculous", walking in the street is really cool. There is also a French girl who looks like a college student. "I like Snoopy. I want to draw Snoopy on my shoes, my handbag and my mobile phone bag, so I have a series of feelings.

Inspired by this, I searched for a large number of personalized pictures from the computer, such as the colorful colorful patterns in Korea, the cartoon series in the United States and Japan, and so on. Tens of thousands of vamp patterns are left to customers to choose. To ensure "uniqueness", each pattern is deleted from the computer after use. We will never use it to anyone else.

After the introduction of personalized shoes into the market, the charm of its unique charm quickly became a fashion fashion and became a favorite of a large number of French women. In 2001 alone, I earned about 200000 euros. Although the "part-time painter" has increased from the initial 8 to more than 30, but "cool shoes" are still in short supply, and the shop often breaks out. Some customers even fail to get their shoes several times according to the agreed time. My heart was burning with anxiety.

Cousin is worthy of being a man who travels north and south. After knowing the situation, he told me that the hand-painted shoes were sold with individuality and could not be produced in mass. The cost of labor in France is very high, so you might as well contact the domestic shoe manufacturers to send them out of the net and let them find someone to do it. This will not only solve the problem of supply, but also help manufacturers export foreign exchange, and improve the taste and image of Chinese shoes in Europe.

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I contacted a couple of shoemaking enterprises in Wenzhou. Two shoe factories showed interest on the spot, as long as they paid some deposit. I didn't expect it to be so smooth. Only a few days later, the other business representatives flew to Paris with samples and signed with me personally. Wenzhou is really talented, and the most complicated hand painted shoes are the number of animals' eyes and their looks. This is because they have to draw individuality and make people feel very beautiful and love them. They are very professional.

Then, the first batch of goods worth 3 million yuan came to us, and all kinds of beautiful designs were dazzling. In addition to my own direct sales, I pushed the shoes into several shopping malls in Paris through the "first trial payment" method. At the beginning, the other side had no idea at all, and reluctantly accepted the attitude of trying to see it. I didn't expect to put it on shelves. The unique style of hand painted shoes attracted the fashionable MM to compete for the purchase. In less than a week, all the stores were sold out! After they finished their accounts, they hurried me to rush to supply quickly, and the order began to follow.

Brand awareness of individual shoes

Half a year later, at a reception, a speech by a Paris boss surprised me. He said, Miss Yu, you know? There are more than 100 million pairs of shoes exported to France every year in France. But the profits of these 100 million pairs of shoes haven't made much profit from the "Airbus" aircraft we exported to China. Why is that? Why is that? The reason is very simple. Chinese shoes lack internationally recognized brands, and some can only play the role of "stall goods". The cultural added value is too low. For example, the famous handbags from Europe, such as LV (LV) and Cartire (CArtier), are generally priced between 8000~30000 yuan and never discount. Rather than selling goods, they sell brands and culture.

At this point, I suddenly realized the importance of "making a brand" and felt more and more reasonable about what he said. Yes, this is an age of brand. A wooden comb, because of the "Tan carpenter" brand, opened the store to more than 200 cities in China, the highest comb can be sold to more than 800 yuan; a embroidery bag, because of the Korean brand, sold thousands of yuan. In August 2003, I finally completed the registration of "AERPST" brand of hand painted shoes in Paris, and formally set up my shoe trade company.

Later, apart from France, I also established business relations with footwear distributors in 7 other European countries. In a short span of a year, they made their AERPST personality hand-painted shoes popular in Belgium, Luxemburg, Switzerland and other countries. To build up the image of "AERPST", my Chinese shoes, like LV's premium handbags, are never discounted, no matter how big the volume is.

Because of the popularity of "AERPST", in January 2005, the owner of the Paris steel shoe company found me and offered to buy out my trademark right away. The price was also increased from 500 thousand euros to 800 thousand euros. Although this figure is very tempting, in the end, I strongly rejected it. If AERPST is still a young plant, I am confident that 10 years or even a lifetime of energy will be carefully cultivated into a towering tree. Its name, like "old man" and "crocodile", can be heard all over the world.