Old Brand New Charm Shoes Shine New Vitality

Even on weekdays, there are still a lot of customers who come to see shoes and buy shoes at the inner League store in the front gate of Beijing.

A Mr. Wu, who is from Shanghai to Beijing on business, has picked up a pair of hand made cloth shoes and has just finished the accounts. The reporter asked him before that he had come to fame. "Friends of Beijing recommended that they should buy a pair of indoor shoes, so they came."

It has gone through a hundred years of wind and rain, and has changed its appearance quietly with the changes of the times.

In the old store, the reporter saw not only the history of 158 years, but also a pair of cloth shoes revealing the pformation of a century old brand in the new era.

Old brand new charm

There are several indoor soft bottoms in the three floor exhibition hall of the grand hurdle main store.

The revolution of 1911, which broke out in 1911, ended the feudal rule of China for thousands of years. It used to serve only the official league of dignitaries, and began to enter ordinary people's homes.

Wang Qiang, assistant general manager of Beijing inner union shoe industry Co., Ltd., said that reform and opening up brought about rapid economic development in China.

At the same time, with the improvement of people's living standard, the consumption concept of cloth shoes has gradually changed from the former "rich people to wear leather shoes, no money to wear cloth shoes", and gradually pformed into handmade cloth shoes to meet the requirements of personality and comfort.

In old Beijing, there was a saying: "the first source of the horse is dressed in Rui Xiang, who is on foot."

Wearing a pair of shoes has been a symbol of status, and for more than 100 years, inner League has never given up its insistence on high quality.

In the new century, the internal brand characteristics of the inner league are just in line with the consumption demand, which has brought the spring up of the new development.

According to Wang Qiang, in 2001, there were about 60 thousand pairs of cloth shoes produced in the company, and nearly 280 thousand pairs of cloth shoes had been sold in the first half of this year, and sales in 2010 reached 70 million yuan.

The chain store business has also introduced chain operation mode in the single store operation. At present, there are 5 outlets in Beijing, with franchisees, franchisees and distributors operating all over the large and medium-sized cities in China.

Introducing new elements to new vitality

In November 2010, a personalized cloth shoes customized area quietly appeared in the inner League head office.

The hand-painted patterns of "national beauty", "Peking opera characters" and "auspicious" are very creative and beautiful, and appear in over 90 complex processes.

He Kaiying is the inheritor of the national intangible cultural heritage "the technology of making shoes in the thousands of floors".

The team is not just passing on traditional skills, but in the words of Master Shifu, it is necessary to combine traditional skills with new fashions to form a new product chain.

In this team, both masters have done 30 years' shoe masters, and fashion designers from France.

Innovation has made cloth shoes no longer just the "old shoes" in black faced white shoes. Sandals, slippers and boots are among the ranks of cloth shoes. The latest fashion elements can be found in flower colors, fabrics and styles.

He introduced the 10 concept shoes that can be launched every month. After a small batch of trial production, according to the market demand, we can choose to go public. Every year, there are about 10 items to 20 new shoes, and now there are more than 3000 kinds of cloth shoes.

Not only is the design and production process, but this 100 year old brand is also changing to modern enterprises while upholding the traditional integrity, high quality and unyielding business creed.

The reform in 2001 laid the foundation for the construction of the modern enterprise system in the inner League, and the staff participation, the fine management, the introduction of ERP system and so on. At the level of enterprise management, the company promoted various modern management methods firmly.

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The establishment of enterprise ERP system is a typical example.

Traditional handicraft old brands mostly adopt experiential management.

Focus on finding your own way.

"Erzhong preparation" is a record book of the important customers' shoes size, style and special hobby. It is the first commercial VIP customer file that can be certified in China. It can be called the Enlightenment of China's advanced customization.

In September 2009, the inner hurdled dhuran general store officially launched the personalized service of cloth shoes. The modern version of "Zhong Zhong Bao" re opened the traditional custom service of the inner League.

Customers can pick out their favorite fabrics and patterns from dozens of samples, and then design and manufacture them separately by designers and technicians according to the requirements of customers.

As long as customers make customized shoes, they can directly become VIP members, and the information on their feet will also be recorded in the modern version of "shoe in hand".

In this way, customers need not provide their own numbers next time, and do not need to re measure the shoes. They can choose to fit the shoes. Through the online banking payment, the courier company can deliver the shoes directly.

In Wang Qiang's view, in the face of the challenges of large-scale industrialization products, such as the rise of such a century old brand can not be ambitious, blindly pursue the expansion of scale, the key is to change the brand concept, find a suitable development path.

Insisting on traditional handcraft and insisting on high-end customization service is part of the construction of the brand.

Wang Qiang hopes that people will mention the rise of the association, not only that it is an old brand of cloth shoes, but a high-end shoe brand with a hundred years of history and cultural accumulation and a brand-new connotation. "Inbound litre can not be confined to traditional handmade cloth shoes, and can not be allowed to walk on handicraft routes, but to make high-end brands that most people know."

It is precisely based on the understanding of their own advantages that the inner League has set the direction of brand development for the high-end line of hand-made shoes and the fashion of popular footwear.