Ashikagashita To Is The First Brand Of Chinese Cloth Shoes.

Li Huawei, Jinjiang far

The general manager of the company, Ashikagashita To, the head of "cloth shoes family", is a person who uses strategy to be a culture, and a person who has a unique view of brand culture.

Those who carry on.

"We can sell a commodity, but if we sell a brand, we must sell a culture. Only culture can represent the brand.

I hope to sell canvas shoes, sell high quality, sell popular brand design and sell fashion culture, and finally sell a brand value.

Li Huawei is so positioned for his brand.

Don Schulz gave him a broader view.

Li Huawei, four years ago, the first entrepreneur contacted by a journalist after graduating from University, and the interview and interview has been going on for a long time. Until recently, he learned that he was his own brother, who was studying at Xiamen University in EMBA2010.

After a year of EMBA system learning, Li Huawei was impressed by the visit. Some of the homework assignments in Chinese classrooms were restated in the eyes of foreigners. There will always be other new solutions, especially when he sat down for the first time to listen to the integrated marketing communication of don Schultz, the father of the integrated marketing communication system in the world.

He told reporters that his father made a lifetime of cloth shoes, from his graduation came back to deal with cloth shoes, nearly 10 years, of which, regardless of the ups and downs of the shoe industry, or a number of adjustments to the enterprise and brand, he insisted on going to such a road of cloth shoes family, but what kind of business model should the shoe family go on?

Further study, travel visits, and lectures by famous teachers may trigger some thoughts on Li Huawei's Exploration on the eve of the dawn.

"Every thing has its reasons for existence. Then every enterprise will have its own successful path to develop and prosper.

We should be good at summing up strengths and strengthening weaknesses. What is the difference between competitors and competitors? What kind of strategic planning will be most suitable for enterprises? We need a professional outsourcing for our pulse treatment to extract the most suitable core competitiveness for strategic development of enterprises!

According to reports, Li Hua Wei is in talks with the school of management of Xiamen University, and the affiliated advisory body of the Institute will be expected to become Ashikagashita To's latest think tank.

After this think tank is stationed in the enterprise, we will reorganize several major modules of Ashikagashita To's brand operation. The core task is to define the strategic planning and business mode of the enterprise, and dig out the core value point of the future development, that is to say, the operation mode is summarized and implemented.

"I have always believed that an enterprise business model should be planned ahead of schedule, with a realistic vision, a well founded business model, just like painting in a frame, not only let us see that the future cloth shoes family is so planning, but also to avoid the risk of many industries to the maximum extent, and on the other hand, the cultivation of talents and the construction of corporate culture need a lot of time to accumulate, and early construction is to prepare a ladder for the future rise."

Expect leading enterprises to enter the market of cloth shoes.

In the past two years, everyone in the circle knows that.

The market is relatively sluggish, many small and medium-sized brands are not very good living conditions, and the market for cloth shoes has a relatively good development trend.

Under normal circumstances, everyone felt that Li Huawei should have done a good job. However, Li Huawei always laughed.

What does this "boom" reveal to Ashikagashita To and even the entire shoe industry?

"The first two years of doing sports shoes, now lack of fashion, fashion, the market is in the direction of cloth shoes, the market is like fried stocks, but now the market is really good, but the manufacturing cost is rising, the unit price is generally low and so on, cloth shoes are not good at all! The whole industry is less like CONVERSE's cloth shoes culture."

Li Huawei told reporters that the number of cloth shoes in this line is particularly small, which will be a bottleneck for the development of an enterprise or even an industry.

Do not look at sports shoes and cloth shoes feel the same door, in fact, in the production process, development and design, and even in terminal stores, commodity mix and market development are very different, the cloth shoes industry can not graft readily available talents.

In Ashikagashita To, a small print teacher needs to develop himself, let alone those who do brand marketing talents?

So, "Ashikagashita To has been working hard to cultivate talents by his own strength, but supporting such a huge talent system makes me feel heavy on my shoulders, but I can not do nothing about it.

Only by ensuring the advantages of production and development can we talk about brand development again. This is the word he has always stressed.

In addition, Li Huawei said frankly, Ashikagashita To has been doing the cultural accumulation and paving of the cloth shoes market, but it can not afford to stick alone.

After all, there is a foundation for developing and producing, which can make things sell good price or brand. The brand needs culture. "To lay a solid foundation for the cultural foundation of cloth shoes market, Ashikagashita To and I have been working hard.

However, I also hope that large enterprises or investors can see the cultural accumulation process of Ashikagashita To and see the vigorous vitality of the entire shoe industry. They can lead the integration of the whole industry chain, standardize the cloth shoe industry, and add more fresh blood to the whole industry, not only for capital, but also for talents and even culture.

There is still much room for development in this industry. Not only is there a lot of potential consumers in this market, but also more culture, lifestyle and fashion ideas can be excavated.

In order to be able to call the slogan "foot cloth family", Li Huawei, who led by Ashikagashita To, also staged a nearly crazy horse race enclosure, which made him tired. But he was also very pleased. The mini store with Ashikagashita To's characteristics had sprout up and grew out of his own cloth shoes culture.

"For example, we have made more than 20 years of cloth shoes, which have advantages in development and more advantages in production. As long as the brand is built, the price can be sold. We must have terminal stores to support the brand. In other words, the terminal network is not only an important tool for the growth of an enterprise's sales performance, but also a window of a brand culture.

When consumers buy goods, the first intimate contact with a brand always happens in the exclusive store. "

The reason is very simple, but first of all, the biggest problem before Li Huawei and his arrival is that the cost of terminal stores is too high, and the shoes and shoes products are single, unable to support the whole store.

That is to say, operating profit can not support terminal operation cost, and the survival rate of terminal outlets is generally low.

Many agents have put forward requirements for other types of shoes to the head office, and even some retailers who already have a small reputation in the local market also hope to complete their garment product lines as soon as possible.

Li Huawei adopted the suggestion of the former, arranged the board shoes and leisure shoes according to the theme of the style, and designed a mini mini integrated shoe store, which is similar to the terminal outlets of Nike and ANTA trend shop.

He said that the development trend of the footwear industry in the future must be the situation of "small shops + fine products + strong culture", and CONVERSE and Lining are the best examples.

Small shops have the advantages that other stores do not have.

First, the mini store has low input threshold and is conducive to business investment; secondly, low operating risk, quick return on investment, easy to occupy the blank position of the market; again, the mini store is exquisite and rich in product.

With the unique "cloth" brand culture and precise market positioning, Ashikagashita To will sell products, sell brands and sell culture.

Li Huawei recalls: "I have experienced many brands to launch a concept, a way of life, but once again, it quickly declined, and finally fell into obscurity.

In fact, these are all problems of business mode and lack of foreshadowing of market culture. People don't have such a cognitive accumulation process at all. They will only see a lively atmosphere for your brand. "

For this reason, Ashikagashita To will firmly lay a solid foundation for the cultural foundation of the cloth shoes market, and the brand shoe market in the future must catch the young consumers.

This requires enterprises to enable young teams, train their young talents, design products from the perspective of young people, and conduct brand management with young people's recognized culture.