Bobinni, Founder Of Children'S Shoes Flagship Shop, Yao Ruxiang: "The Market For Healthy Children".

He is the father of a 7 year old boy.

He is Taobao children's shoes shop.

Newborn babies in financial crisis

In 2008, under the influence of the global financial crisis, many shoe factories in Dongguan, Guangdong were in a predicament. Orders fell significantly, and warehouses filled with products.

For a time, "winter is coming" has become the industry's pet phrase.

Against this background, Yao Ruxiang, who was 34 years old, did not try to pull away from the children's shoes industry as other people did, but became deeper and deeper. He created his own brand of children's shoes, Bobinni.

"According to relevant data, at present, the number of children under 16 years of age in China is nearly 380 million, accounting for 1/4 of China's total population, and about 27 million newborn babies are born every year.

"Yao Ruxiang said," the domestic children's shoes industry is in the golden stage of development. If such a huge market is to die in a financial crisis, it is too bad.

"

How to survive in this crisis, Yao Ruxiang's heart has long been determined, that is, playing the "health card".

The quantity and consumption quantity of children's shoes are far less than that of adult shoes. Most children's shoes are based on adult shoes and have no unique product characteristics, which is very harmful to the healthy development of children's feet.

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No matter how the times change, when parents choose shoes for their children, the most important concern is whether the shoes are good for children's health.

The users of children's shoes are children groups at the developmental stage. Their skin and resistance are very weak. The requirements for products are much higher than those of adults. Only excellent products can remain invincible.

"Yao Ruxiang said with great assurance.

Essential elements of healthy children's shoes

Yao Ruxiang found that many materials and designs of children's shoes on the market are not good for children's foot health.

"For example, artificial leather children's shoes, airtight, easy to make children suffer from beriberi.

"Yao Ruxiang said," at the same time, the shoe design is backward, which is not consistent with children's foot type, and is not conducive to shaping the feet of children.

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Good shoes, material is very important.

"Natural leather material (mainly cowhide and pig skin) is elastic and well ventilated. It is not only soft and comfortable, but also has the effect of preventing beriberi and other foot diseases.

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In 2008, he founded "Bobinni". The shoes were made of leather material, and the design was designed to stabilize the center of gravity of the human body.

Over the next two years, "Bobinni" has gradually spread to more than 10 cities in China and has more than 50 stores.

It also entered Taobao mall in 2009 with an annual sales volume of two million.

Customize for "help order"

In more than two years of online store career, one thing impressed Yao Ruxiang deeply.

"In November 20th last year, a Mr. surnamed Dai called us to say that his three year old son had a little inner leg and a little limp. I hope we can help his child make a pair of shoes properly.

Yao Ruxiang recalls.

"Bo bin Ni" every day has a large number of orders, orders, packaging, shipping is already busy, the request of this customer, Yao Ruxiang some difficulties, but did not refuse.

A few days later, the gentleman took his son to Yao Ruxiang's office.

"When we measured the child's legs, our designer found that his left leg was 0.8 centimeters shorter than his right leg.

So the designer increased the left foot's shoes by 0.8 centimeters, so that the children's feet were balanced, walking was no longer biased, and the problem of heel varus was gradually corrected.

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Since then, Yao Ruxiang has often received such "help orders", most of which have problems such as heel varus and flat feet.

"If you help children with foot disease treatment, even fewer orders are also worth it.

"Yao Ru said in detail," putting children's health in the first place is the biggest reason for the success of "Bo bin Ni".

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