Daphne Palm Chen Yingjie: A Musician Who Strayed Into "Shoe Path"

Chan Yeng Kit

Sir

There is such a handsome guy from Taiwan, who has traveled far and wide to Shanghai, in order to make Shanghai eyebrows shine.

A musician who has gone wrong

Chen Yingjie's music cell was especially developed, and began to arranges and compose music as a student, and gradually entered the music circle.

He has studied in Chief Chao's red cross band, calling his older generation singer Chyi Chin as "little brother".

When working in a musical instrument company, he got acquainted with Richie Ren who was very popular. At that time, Richie Ren was a DJ sound engineer, and Chen Yingjie was a piano teacher. Both of them were quite like-minded, and could be said to be quick friends.

In the year of Taiwan's popular band, Richie Ren came out with his first record. Several friends like Chen Yingjie and Richie Ren set up a heavy metal band called "Red Snake". The keyboard player Chen Yingjie followed the lead Richie Ren group to perform everywhere.

"Our performance party is free of charge. It is bitter to think about it. At that time, the economy was very tight. When you pass the toll gate, you often spend a total of 10 yuan on the station charge.

Sometimes the performance is late and there is no place to sleep, and the four or five of us sleep in the car.

But later the "Red Snake" was disbanded, mainly because Richie Ren joined the army and became the leader of the band soul.

For Chen Yingjie, parents and relatives are not aware of their own playing band.

One evening, my parents were watching TV. A friend who came to the room was surprised to say, "is the boy playing the keyboard in this band not your son?"

The parents looked at him as if they were sons Chen Yingjie, and all the boys playing with him had long hair. The singing style was not only avant-garde but also decadent. At that time, the social atmosphere in Taiwan was still relatively conservative. The older generation could not bear to see the boys grow long hair. Chen Yingjie's parents had prejudiced their actors and their sons wanted to be "actors". How could they do so, Chen Yingjie had to say goodbye to the music circle.

The friendship between Chen Yingjie and Richie Ren has been preserved until now.

Before he sang red in the heart too soft, Chen Yingjie listened to it quickly in the restaurant he opened with Richie Ren. At that time, it was very pleasant to hear.

Later, "the heart is too soft" goes all over the great river north and south. Chen Yingjie goes to Nanjing and Hohhot on business. She lives in a guesthouse and wakes up in the morning in the heart too soft. Shanghai's streets and alleys also put the heart soften day and night.

Chen Yingjie called Taiwan to tell Richie Ren: you can go through Shanghai.

At that time, "Xin Tai soft" was not particularly popular in Taiwan. Xiao Qi also asked doubtfully: "yes?

Is that true?

Chen Yingjie has always been obsessed with music. He bought a lot of musical instruments in the house of Zhenning Road, and a complete set of recording equipment. On the one hand, he was preparing for the future "redevelopment". On the other hand, Chen Yingjie was planning to buy "shoe song" and "sell shoes song". The style was rap, and he wanted to convey the bitterness of the two sides of the shoes to a little ridiculous way. He composed himself, preparing more than 20 high-level companies in the collection company to record in the biggest audio-visual production center in Beijing, recording it as a regular record, playing it in 1000 branches of Daphne, so that the staff could sell shoes and buy shoes in a relaxed atmosphere.

Later, I'm going to shoot MTV again.

I wonder if buying shoes song and selling shoe song can be as popular as heart too soft.

Such an idea is absolutely impossible for a general entrepreneur without a musician background.

Pick up the women's shoes and touch them.

Chen Yingjie's mother family is a shoe family in Taiwan.

In the third generation of the family business, Chen Yingjie's brother did not go back to Taiwan to study in Japan. Most of his cousins were younger than 10 years old. For the need of talent cultivation, Chen Yingjie, who had just graduated from University, left the music circle and entered the wing en group.

"I was only 22 years old, and still a young man.

Although the group is a family business, the relatives who come to work are not fully collected. Some have been out of tune for three months.

So if you think you are a family member, you want to enter a group as a manager. That's unrealistic.

I started with the operator.

Chen Yingjie said.

Chen Yingjie said he was very unaccustomed at the beginning.

In the past, when musicians were too free, they usually slept until 12 noon, and at night they went to the recording studio like night owls, 6 or 7, and came out at 3 and 4 o'clock in the morning at second. Then they went to a bar with a group of friends until they went to bed in the morning.

After entering the group, they go to work at 8 a.m. every morning. They often work overtime at 11 o'clock in the evening.

Chen Yingjie said that when the general manager came to work class to visit, if he found he was late, he would be scolded.

Chen Yingjie worked with his workmen in the work class to make proofing and plate making, dealing with cowhide and sheepskin all day long.

Chen Yingjie smiled and said, "fleas in leather are also bullying. I think I am new and fresh. I always like to stare at me. After three months, I gradually get used to it. Fleas make me friends."

The general worker will change the Department in three months, but Chen Yingjie has been working for 1 or 2 years in the position of the operator. He said, "the elders want to grind me, and want to rub my temper away, so that I can understand that the road of occupation is long."

Since its start in 90 and 91, Daphne has concentrated its production on the mainland, but its products are sold abroad. Up to now, 30 million of the 30 million pairs of shoes are still exported.

At that time, the exported shoes were produced according to the foreign patterns, and the domestic shoes also copied the styles of Japan and other countries, and did not have their own shoe design and development personnel.

Later, it was found that this could not be done.

The general manager said, Chen Yingjie, you are going to design and develop.

Chen Yingjie felt a little embarrassed. "The general manager asked me to let go, but I had only one person and had not studied the design. I used to work as an operator to draw a line. Let me design it. It's like letting the vegetables responsible for the dishes change, and designing the dishes for these dishes.

What to do is to learn.

Go around to study and study, and have developed the habit of looking at shoes in shoe stores.

Chen Yingjie laughs and says, "look at shoes in a bunch of female customers. Salesmen will ask if they buy shoes for their girlfriends. A man looks at them very carefully with his shoes. It feels strange."

In this way, Chen Yingjie created the design and Development Department of Daphne.

Chen Yingjie saw many women's shoes.

For example, the feet of Americans are very long, Chinese feet are fat, and some parts of Japanese feet are a bit strange.

He said there was a popular jingle in the industry: "clothes are big milk, shoes are second wives, and bags are three milk."

You see, there are the most clothing stores in the street, the number of shoe shops is the second, and the bags are the least.

Most people buy clothes most frequently, buy less shoes, and buy less bags.

Shoes should be matched with clothing. Women can see the taste from shoes. Some people dress appropriately, others wear shoes and cows do not have a horse's mouth.

In the office of Chen Yingjie's general manager, he looked at the women's shoes every day. He didn't see enough enough to go to the ground to sit down and pick up his shoes and play.

In general, when the new shoes are released, there will be a group of full-time test shoes ladies wearing new shoes to let Chen Yingjie feel left and right, pinching and kneading to see if they are comfortable or not, where the gap is bigger.

Touching women's shoes has become Chen Yingjie's professional habit. Sometimes the shoes on the feet of friends brought with friends and friends have attracted Chen Yingjie's eyeballs. Chen Yingjie has left and right to look at them. He still can't feel enough. He asked if he could touch them. His girlfriend stretched out his feet so as to make Chen Ying Jie touch. Friends knew Chen Yingjie touched women's shoes as a professional, not a problem.

"Fortunately, the present lady is also very generous," Chen Yingjie said with a smile.

Eliminate crisis and revive Daphne

In the past 99 years, there was a crisis within the group. Due to the problems of operational methods and the loyalty of employees, a group of top managers including the general manager, sales director and director of commodities of the domestic sales department were jumping jobs.

In the evening of June 15th 99, when Chen Yingjie just slept, he was waken up by the chairman and sent him to the chairman's office.

Chen Yingjie said that although he was the nephew of the chairman, he entered the group in 8 or 9 years and only held two meetings with him. Because of his low position, he did not even have the qualification to report to him.

After that, the chairman did not speak for 5 minutes.

Later, he said, "how about you come to be the general manager of the domestic sales department?"

I was shocked, but I didn't panic. After all, I was 30 years old, and I was quite mature.

I said, if you trust me, I will try.

He said it would be nice to have you. Go to bed.

The appointment was officially released at noon on the second day, and I became a general manager of the domestic sales department.

At that time, Daphne was in a serious decline stage. Because of its obsolete style, low price and wearing pain, it was always discounted and became a discount brand in the eyes of consumers.

Most of the employees who stayed in the group thought Daphne's future was worrying.

Now a young man has been appointed as a leader. Is it OK? The employees are watching.

Chen Yingjie repositioned Daphne. First of all, he adjusted the brand design, determined the brand to take the middle route, and then designed a new shop to attract young girls.

When the first exclusive shop on Huaihai Road was opened, the employees were shocked when they saw it. Daphne's store was beautiful.

Customers were surprised when they looked at it: is this Daphne?

Chen Yingjie also eliminated the old and unqualified retail stores with the determination of making up his mind, and only closed more than 50 in 2000.

Chen Yingjie divided his enterprise growth process into three stages since he took office. The 99 year is the concussion period. From then until 2000, it was stable for a year and a half, and Daphne realized turning losses into profits. From 2000 to the end of 2001, it was a development period. At present, there are 1000 retail stores in the country.

There are 50 stores in Shanghai, and there are 20 counters in the shopping malls, a total of 70.

Daphne has been reborn like a phoenix bath fire, and has won the first nationwide sales of women's shoes for four consecutive years.

Daphne's "two pioneering" leaders and main players are not Chen Yingjie.

My "last life" was from Shanghai

Chen Yingjie doubted that his "prelife" should be from Shanghai, and always felt that his previous life had been to Shanghai.

Before he came to Shanghai, he had seen Zhou Runfa's "Shanghai" and heard many rumors about Shanghai. Shanghai is very mysterious.

In the 91 year, when I first flew to Shanghai, I felt very friendly when I saw the words "Shanghai" in Hongqiao airport.

The first reason why Chen Yingjie liked Shanghai was the glorious history that Shanghai had had.

The second reason is that the impression of Shanghai people is better. No matter the way of thinking, the code of conduct or professionalism, it makes him feel close to himself.

When he first came to Shanghai, he was only 22 or 23 years old. It was hard for Taiwanese businessmen in Shanghai to find their peers, so almost all the young people playing together were from Shanghai.

Third, Shanghai has grown into a bright spot in the world in recent years, so that Chen Yingjie, the witness, has to add "new love" to Shanghai.

Chen Yingjie thinks he has already been in Shanghai in many ways.

Shanghai dialect can understand 7 percent, and can say two words before acquaintances.

He thought the climate of Taiwan was too sultry, Beijing was too dry, only Shanghai was the most suitable.

He was also familiar with the streets and alleys in Shanghai. He often went in to find a small restaurant. He even knew there was a small alleyway behind Ma Dang Road, because there was a Daphne warehouse there.

Chen Yingjie, who was born in 1969, is not married yet. He said he had regarded Daphne (the goddess of laurel in ancient Greek mythology) as "wife" and what it should be like for the future "she". He has not made any specific consideration yet, but the general direction is that if he compares women in Taiwan and Shanghai, he prefers the latter.

He thinks that Shanghai women are more connected with the international community than the Taiwan women.

Just like the popularity of women's shoes in Shanghai is the best way to integrate with the international market. Only Dalian and Qingdao can be compared to the mainland cities. Shenzhen will be much inferior due to the lack of historical and cultural details, and Taiwan is not as good as Shanghai.

He also has an excellent metaphor for marriage: "marriage is like buying shoes. When you look at the style, hurry up the order, don't pick it up for a long time. After two weeks, you want to return it."

After too long a relationship, there is no freshness after marriage.

I agree with the traditional Chinese wedding night, so that we can only see the bride's form after the cover is removed.