Old Brand Leather Shoes Are Everywhere, And We Need To Explore New Ways.

Red signboards and simple cabinets, now in the many mature neighborhoods of Shanghai City, have "Shanghai shoe factory" storefront, selling "Niu tou brand" and "Flower brand" these two Shanghai famous brand leather shoes for decades. However, a reporter's investigation found that the stores are everywhere but they are hard to cover up. brand Difficult to maintain the status quo.

　　 What about the reputation of the old brand?

The middle aged and the elderly enjoy the benefits and young people feel old.

For Ms. Chen, "women's shoes" are part of a young age. "It was a luxury to buy a pair of flower shoes and shoes at Nanjing road department store at the time of two or three months' savings and savings." "Trouble is troublesome, but it is very proud. In 80s, in Shanghai. leather shoes It's definitely a high-end product. Wearing Shanghai shoes is a symbol of social value. " Every time I went back to Shanghai to visit my relatives, I brought back my relatives and colleagues to bring leather shoes from Shanghai. I was excited by Mr. Zuo, who settled down in Northeast China after he joined the queue.

Compared with the "great influence" of the past, these two old brands of leather shoes are "committed" to the shops and supermarkets in the street. Most of the patronage guests are mostly middle-aged and old people. Some of them are the quality of fancy shoes and the affordable prices, some of them have thousands of threads of nostalgia for "Niu tou" and "flower cards". A more than 50 year old Gong Auntie told orient reporters that although her daughter often buys her foreign brand shoes, she still loves women's shoes.

However, the younger generation has little impression of the two brands, but once in the shop, they just go around and go out. Although the shoes are cost-effective, the old fashioned styles seem to be "old-fashioned" and "morale".

Visit leather shoes factory stores

Merchandise is "rich", shoe store tying. clothing

Without the hustle and bustle and the flashy, these two kinds of old leather shoes do not choose to "honor their veterans" but rather remain silent in some corners of the city and continue to serve their loyal customers. Dongfang network reporter found that the number of stores that wrote "Shanghai leather shoes factory" was quite large. Some claimed to be shop stores, some claimed to be exclusive stores.

In the "brand shoe store" on the road in Lingshi, there are signs of "Niu tou" and "flower card" hanging on the wall. However, after a round of visits, Dongfang reporters found that besides the Ngau Tau brand and brand shoes, the store also sold other brands of leather shoes. In addition, staff members of the shop have "friends here to sell clothes and sports shoes". In this way, this shop is really the outlet shop of Shanghai leather shoes factory. For this reason, two staff members claim to be the Shanghai leather shoes factory re employment personnel, "sell other brands for the purpose of giving customers more choices".

In the "shop" of the gate of Shanghai leather shoes factory of Wan Ping Nan Road, only "Niu tou" and "Flower brand" leather shoes are sold. Dongfang reporter found that the two shops were "shop stores", but the goods in the new district were completely different. Subsequently, the Dongfang reporter came to the "Shanghai shoe factory" store on Tian keyqiao Road, and it was also hard to find new products from the other two stores. In response, the shopkeeper aunt Luo explained that this is because "every store goes to the company to get the goods that are different."

In the interview, Dongfang reporters also found that some "Shanghai shoe factory stores" did not even have cabinet shelves, and hundreds of pairs of shoes were spread out on the ground. The store was more like an indoor roadside booth.

　 How does the factory manage the store?

All stores are not directly battalion, the old factory to survive.

Whether imported brand, joint venture brand or some new local brand, consumers rely on uniform logo, unified display and unified service standard to identify franchised stores. Why is the store of Shanghai shoe factory so diverse?

"Only 20 or 30 stores are sold exclusively for shoes factories in Shanghai." when a reporter called the Shanghai leather shoes factory, a staff member said, "all the stores and stores in Shanghai leather shoes factories are not directly managed by the manufacturers. They rely on social resources for brand management, and manufacturers are only responsible for doing some supervision work".

When the reporter asked for an on-site interview, the staff immediately refused. Because in his view, the flourishing shoe factory in Shanghai today can only be described in terms of "maintenance". "There is nothing to report."

　　 Why are old brands quiet?

Several attempts failed, and shoes made in Shanghai were not hard to achieve.

Nu tau cards, flower cards, airplane cards, Asian cards, Mei Shen cards, hiking cards, dun Yun cards, Bao cages and other shoe products have been the "supporting products" of the baedian store and Hualian Commercial Building. But when the foreign products such as Ferragamo, old man, Daphne, and so on become the mainstream of the market, how can the leather shoes in Shanghai disappear from the consumers' sight?

Mr. Ruan, who has been dealing with leather shoes for nearly 40 years in Shanghai, told orient net that the shoemaking people in the city were not trying to revive the wind. Ngau Tau brand men's shoes once took the high-end route, and made top-grade leather shoes with superior materials and technology, but they didn't get the recognition of the market, and finally ended in failure. "Because the location of leather shoes in Shanghai has always been oriented to the mid-range products of the salaried class. After trying to go on the top line, the old customers who recognize the brand can't afford to buy it or refuse to accept it, and the customers who can afford the top grade leather shoes do not recognize it.

At the same time, technology, auxiliary equipment and other limitations also make Shanghai leather shoes reinvigorate. "A few years ago, Bao Hua shoes had been invited by designers in Italy, hoping to upgrade their products, but failed." Mr. Ruan believes that shoemaking is a comprehensive industry. Apart from design, the limitations of any part of leather, glue, equipment and so on will hinder quality improvement.

In the high-end market, the leather shoes are losing their positions in the middle market competition. Shanghai's state-run old factory is the guarantee of product quality, but the flexible employment system and low production cost of local private enterprises make it difficult for Shanghai manufacturers to match it. According to industry sources, the same pair of mid class women's shoes only cost about 50 yuan for manufacturing in Shanghai, while the total production cost of foreign enterprises is only 50 yuan.

Thousands of employees are paramilitary management and three shifts production. This is a scene witnessed by Dongfang reporters in a shoe factory specializing in European brand OEM production in Ganzhou, Jiangxi. There, each pair of leather shoes manufactured by the pipeline will be sold back to the domestic market after export and priced at least 1000 yuan. In European and American markets, such leather shoes are only public goods.

As an ancient urban industry, the European shoe making industry has a history of 1000 years. The traditional shoe making countries such as France and Italy move the labor-intensive manufacturing sector to developing countries, and their country only preserves hand-made luxury goods production and high input brand marketing.

In contrast, if there is no clear path to development, facing the fierce offensive of peers, it will be difficult for Shanghai shoes to be scattered in the streets and lanes to create new brilliance.