Look, The Shoe That Ignores Speed.

We know that most shoes in this world are related to speed, and Diego Della Valle's Tod's is a shoe that ignores speed.

"In terms of the luxury market, China is developing at its fastest rate.

But we are not interested in speed! "

When Diego Della Valle said this sentence, he used the expression he used to pull down the corners of her lips, and waved his hands vigorously, with a strong tone. "The purpose of our coming here is to make Chinese consumers more aware of luxury goods.

Chinese tastes are exactly the same as those in other markets, and they are ready to accept the message of luxury culture.

Diego Della Valle is not the first time to come to China, but this time it is the first time that he has led Tod's to make a loud noise in China. Tod's has implemented a subsidy plan for Milan Scala opera house, hosted by Diego Della Valle, held a dinner at the 751 design garden in the heartland of Beijing Art District, announcing the two year cooperation.

Unlike other luxury brand activities, Tod's's action looks less commercial, more like a matter of corporate social responsibility, and Diego Della Valle is willing to work hard for such a thing.

"This cooperation is not just sponsorship," he said.

Every time we make such a plan, we must have strong cultural and social elements, which is very important. "

Why do we just go?

When the New York Times visited Diego Della Valle and made a big report, it gave the title of "walking shoes only."

Diego Della Valle was born in a traditional Italy craftsman family. His grandfather and father had been elaborately making shoes in the handicraft workshop of Italy's traditional shoe center, Markey area for decades.

Diego Della Valle built Tod's Kingdom on the basis of family business in the 70s of last century, and quickly became a model of luxury industry.

However, studying his business strategy always seems to be someone else's business. Diego Della Valle is still unaccustomed to talking about commerce and speed. He still thinks he is an inheritor of generation after generation, without any special and natural nature.

The Italian family has a strong sense of family. Diego Della Valle's father, Dorino, is 85 years old and still participates in the company's affairs. When he is happy, she rode his old bicycle in the large factory room of Tod's.

It is entirely up to the weather to let him evaluate whether his son's shoes are satisfied with his empire.

Perhaps the growth background of this handicraft family has made Diego Della Valle pay more attention to traditional, cultural and emotional roots.

Like the word he often talks about, "Roots".

In this "Roots", Diego Della Valle sums up the core of "made in Italy": "you might think that France has an advantage too.

However, Italy has many traditional handicraft shops with profound and exquisite skills.

There are thousands of partners who work for us in Italy. They are very successful and experienced small and medium-sized enterprises, and have excellent handcraftsmen.

You know, some success is not an accident: it depends on details, excellent handcrafted people and selected excellent companies.

Diego Della Valle insisted that the production link of Tod's be completed as near as possible from home.

The design center is bright and sunny, designed by his wife and architect Babara Pistilli himself. The staff in the proofing room and shoemaking workshop not far away are working in an orderly way.

Here, a famous Tod's bean shoe needs to be completed through 100 processes, 35 pieces of leather and ancient saddle making technology. The craftsmen must have mature skin selection techniques, precise manual cutting and meticulous stitching skills.

The 133 glue on the sole of the peas is not nailed up, but the two layers of leather overlap. One is the shoe upper with the whole leather outside, the other is the bean bean shoe, the two leather is overlapped, and then the hand peas are pushed out.

The hardest part is that when shoes are made, even the smallest defects will be destroyed.

It is this bean bean shoe that makes Tod's famous.

Tod's is a listed company and is responsible for the report every year.

But insisting on the paranoia of Italian craftsmanship determines its "go no go".

"We are committed to building a stable relationship with our customers, hoping that the market will develop steadily instead of flying."

When Diego Della Valle said this, she used two "stability" in a row.

It is intended to promote the traditional business paradigm.

When Diego Della Valle lived in Milan, she especially liked opera and ballet.

In Milan, the most famous theater is the Scala, which was completed in 1778.

This palace opera house is called the cradle of Italy opera and ballet.

Because of the drama, Diego Della Valle goes to Scala several times a year, and becomes a good friend with the president.

He likes watching "Aida" best. "Next time you play" Aida ", you should do this for Scala!

When he said this, he threw aside the president's calm, showing a clear excitement.

Scala also has something else that touches Diego Della Valle, that is, its handicraft workshop.

The handsaw workshop in the center of Milan is the behind the scenes of the Scala opera house. Here, skillful craftsmen gather, every inch of scenery and costumes are entirely hand-made, and many of the handicrafts that make these classic and exquisite objects are on the verge of extinction.

It should be the growth background of the three generation handicraft family. Let Diego Della Valle attach special importance to this craft and the Italy handmade tradition and culture it represents.

In addition, he has another idea. "We are a big brand in Italy.

I think big brands represent history, and it is our duty to convey historical, cultural and artistic information.

Diego Della Valle later decided to provide the production cost for Scala throughout the whole performance season, so that the carpenter masters of annador could reproduce the old craft better, and stage artists could continue to painstakingly draw a screen background and manually create a set of props.

The clothing department has made up 1000 sets of new costumes per season, and 1500 more have to be redesigned.

Scala's gratitude can be imagined.

For the first time, the theater side made an exception with the luxury brands, sent 13 dancers, and performed the exquisite production process of Tod's shoes with superb ballet, and produced a short film, "Italy dream".

The film is choreographed by Gianluca Schiavoni. In addition to the magnificent stage of Scala opera, the audience, boxes, balconies and corridors are included in the scene for the first time. Ballet vividly recreates the vigorous creation process of Tod's shoemaking workshop: skin selection, cutting, hammering, and raw skin suture.

Until we create exquisite shoes.

This year, when the short film is released in the latest season of Milan fashion week, its artistic quality amazed the audience.

Diego Della Valle is clearly willing to promote a very good business model in considering the tradition and the interpretation of "made in Italy": "I hope other brands in Italy will also choose this way of doing business, taking care of history and culture and helping tradition.

Conversely, doing so will also help business. "

Diego Della Valle's outlook on national boundaries

Because of the rapid development of Tod's business in China, Diego Della Valle is coming to China more and more frequently. "China is a huge market and anyone must pay attention to it.

We just want to bring the best side and bring our imagination to the market, let people know who we are and what we are doing.

On the other hand, as China's manufacturing industry is becoming more and more developed, many luxury brands begin to set up factories and factories in China. The position of Diego Della Valle has been very strong and clear, "will never move the factory away from Italy."

He would rather pay for it: a pair of male crocodile skin LOAFER sailing shoes, the retail price of the market is 3500 euros, and the production cost in Italy is 1590 euros. If produced in China, the cost can be reduced by half.

However, "Made in Italy value is so much", Diego Della Valle is very light but clearly unassailable tone.

Like Geox, Diego Della Valle has never wanted to talk about brands that make Italy design products abroad. He just said, "Made in Italy contains a lot of things, and it will lead the world in a long time."

As for China, Diego Della Valle understands that "China's culture and traditions are very deep and worthy of respect."

Then some suggestions for "made in China"?

Diego Della Valle smiled. "Why do we have to give advice?

China can make the "made in China" very independent.

It is making rapid progress now and moving in the right direction. "

Perhaps Diego Della Valle is concerned about Italy's traditional handicrafts and culture, and will one day, like Hermes, will do something to support culture, art and tradition in China.

To this question, Diego Della Valle was not surprised. He did not hesitate too much to answer the object he was interested in, "Chinese film."

But asked the details, he kept silent.

Maybe it's his natural nature.

Like Tod's's series of indifferent art funding schemes: the Whitcomb chapel Gallery, the Milan Museum of contemporary art, and the Museum of contemporary art in Losangeles.

This is the world wide open without borders.

We are waiting for the next concern of Diego Della Valle.

Diego Della Valle

Tod 's SpA chairman and chief executive officer.

He was born in S. Elpidio a Mare in December 1953 and took over the family business in 1975.

Now, Diego Della Valle is a board member of many enterprises, including Italy commercial bank, Zhongli insurance, LVMH, Ferrari and so on.

At the same time, he also served as vice chairman of Marcolin and chairman of Della Valle Onlus Foundation board.