"Shoes God" Trampled Out With Beautiful Shoes.

Because Yin Zhiqiang didn't have new shoes when he was young, he sprouted a dream of making shoes and selling shoes.

University shoes are forced to drop out.

Yin Zhiqiang's dream of making shoes stems from poverty in his childhood.

Growing up in a poor family in Yunnan, he often wore older brothers and sisters wearing old leather shoes, so Yin Zhiqiang was eager to have his own new shoes.

His love for shoes has never diminished, and a pair of shoes of more than 200 yuan in the exclusive store is his thirst.

During the period of University, the tuition fees and living expenses of the family were barely enough for Yin Zhiqiang to finish his freshman year.

He sold a lot of things, but his favorite and always insisted on selling shoes at the end.

By chance, Yin Zhiqiang met a Fukien man. The man provided him with the remaining shoes of the foreign trade in the local processing plant, so Yin Zhiqiang started the business of foreign trade shoes.

Without funds and no factory buildings, Yin Zhiqiang put the goods in the dormitory, opened a Taobao store, sold shoes by proxy, earned a median price to maintain his life.

Although he does not earn much, he has accumulated a certain number of stable customers and shop experience for his future operation of online stores.

However, this kind of life can not last long.

The school leaders saw Yin Zhiqiang's shoes stacked in the dormitory during a check, and thought that his sales behavior would affect other students' learning and living order, and ordered them to move their stock.

Academically and undertakings cannot be complete. Yin Zhiqiang decided to protect his career and choose to quit school.

Yin Zhiqiang, who has not finished reading in the third academic year, began to pursue his career. This year is 2006.

Selling foreign trade orders to earn the first barrel of gold

Carrying thousands of dollars borrowed, Yin Zhiqiang came to Fujian, one of the main processing areas of foreign trade shoes, and Yin Zhiqiang contacted the local factory directly to book foreign trade shoes.

With the enthusiasm of shoe making business and the clever use of online stores, Yin Zhiqiang's foreign trade shoes business is getting more and more prosperous, with an average of four hundred or five hundred pairs a day, and the size of Taobao's shop is rapidly expanding from individual stores to more than 40 employees.

But if it is limited to this, there will not be today's "shoe God" Yin Zhiqiang.

During this period, Yin Zhiqiang gradually discovered the defects of foreign trade goods: the foreign trade is unstable, and a good quality batch of goods will soon be sold out. If the quality is moderate, it will probably be overstocking because of poor sales volume.

Yin Zhiqiang realized that making foreign trade goods is not a permanent solution.

In early 2008, Yin Zhiqiang was already planning to build his own brand of men's shoes. He found that there are several outstanding brands in China's national clothing industry, but in the field of men's casual shoes, there is no such mature brand.

The large brands of casual shoes abroad tend to be priced at a higher price, close to the consumption power of middle-aged people, and the casual shoes of young people are still blank. He decided to enter the field of casual shoes for young people.

But at this time he encountered difficulties: the shoe processing plant in Fujian is a pipeline processing mode, which only receives large quantities of orders. A shoe does only dozens of orders. It is likely that even the cost is not enough. They will not accept it.

At this point, Yin Zhiqiang made a brave decision: to give up stable business achievements and customer groups in Fujian, with 18 employees and 600 thousand capital to go straight to Guangzhou.

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Create autonomy

It is proved that this seemingly impulsive act proved to be correct.

Guangzhou is the cradle of the traditional manufacturing industry. Many small and medium-sized processing plants are not very high level of operation, and some of them depend on manual labor. Although this increases the production cost, it also provides the possibility for small batch production.

In January 1, 2009, Yin Zhiqiang set up the "sheepskin hall men's shoes exclusive shop" in Taobao mall. The first self created brand "Mr.ing" officially started operation.

According to Yin Zhiqiang, "Mr" means "Sir", "ing" gives people a variety of understandings. As a sign of tenses in English, "ing" can be interpreted as "coming", "going" and "doing" and so on. In Yin Zhiqiang's words, it represents the gentlemen who think of immediate action, especially those who are young in the early 1980s.

Positioning the brand casual shoes with fashion, convenience and comfort is just to cater for the needs of this group.

The global economic crisis in 2008 provided an opportunity for Yin Zhiqiang.

Some foreign trade shoe factories in Guangzhou are facing a crisis because they can not get orders from foreign countries. Yin Zhiqiang found three of them and asked them to do their own orders.

Although the price is slightly higher, but because these factories have the experience of making foreign trade shoes, the technology is very fine, which also laid a good start for the development of "Mr.ing" brand.

After all, the growth of new brands is not easy.

If you want to be a successful brand, you need to build your stable customer base again. The reputation of traditional offline brands has already formed a reliable impression in people's minds. This is better than the brand name.

At the beginning, the sale of "Mr.ing" was not optimistic. From January 2009 to May, only twenty or thirty pairs of goods were sold daily, and a large quantity of goods could not be sold.

Discover the rapid rise of selling points

A chance to let Yin Zhiqiang find the selling point.

The 091 breathable shoes developed by the "Mr.ing" have brought about a favorable turn in the listing in May. A large number of orders suddenly led to Yin Zhiqiang and his staff not expecting to do so.

Due to the good supply and marketing relationship with the processing plant, the order of "Mr.ing" has gradually caught up with the needs of customers. The daily orders of breathable shoes after listing are all over 500, and it has been very hot. To date, the black brand has sold more than one hundred thousand pairs, and has also led to the sale of other shoes, which has created an amazing miracle on Taobao.

This also enlightens Yin Zhiqiang from the reality of online sales, using the marketing strategy of "single product winning", and using the 28 rule to brand.

In May 2010, the new hot air shoes "Ruan Qingfeng" series of lovers shoes were also used this Sales rule to increase sales volume. In May 8th of this year, the "Ruan Qingfeng" series sold 7800 pairs in 4 hours, and the sales exceeded 10 thousand pairs on the same day.

Through the blasting market of 20% representative products, we completed the strategy of 80% sales, and also achieved brand communication and primitive accumulation.

The current Mr.ing ranks the top in Taobao shoes sales.

Today, Mr.ing has twenty or thirty dealers and 5 processing plants. One day, more than 2000 pairs of shoes have been rushed out. This figure is comparable to their daily sales volume.

Mr.ing's first line store has also opened in Guangzhou.

Yin Zhiqiang himself said that e-commerce has more advantages in price than physical stores. The purpose of setting up direct stores is not to profit from offline activities, but to test the response of customers to the brand products under the line.

In the first 9 months of this year, sales of Mr.ing brand reached 50 million, and last year, the sales volume was only 30 million yuan. Considering that winter is also the peak season for men's shoes, their target is three times over the same period of last year, with sales volume of 100 billion yuan.

Yin Zhiqiang said he was determined to make the first brand of Chinese casual men's shoes.

Good business sense

To build a successful brand needs to establish a stable customer base.

E-commerce has more advantages in price than physical stores. The purpose of setting up direct stores is not to profit from offline activities, but to test the response of customers to the brand products under the line.