"Thin Leather Shoes" And Chairman Luo Shuimu

In the middle, CFP, the founder and chairman of the "thin leather shoes", is a "leading enterprise" with an annual turnover of over 3 billion yuan NT $680 million (RMB 680 million). The pioneering experience of Luo Shui Mu has always been regarded as a "miracle".

There is no shortage of hardships and dangers on the road to starting a business. Luo Shui Mu has devoted all his heart to the trust of customers, so he can accidentally "turn the tide".

"3 times, 3 days," in the morning of 50s of the last century, it was the "peak" of work. In the two section of Yanping Road north of Taipei, a "dragon" has been formed under the "East cloud Pavilion" restaurant. The workers working in the "Financial Street" are waiting in line for the famous "thin skinny" shoe shining, although the price of a pair of shoes is still more expensive than a meal.

In the era when many people could not wear leather shoes, shoeshine was "the five star service at the top of Pyramid".

At the forefront of the "dragon", the "thin boy", who has a good command of hands, swiftly brushes and polishes the leather shoes of the guests with pig brushes and wipes, and the same procedure does not hesitate to insist on the 3 round.

In the vicinity of the shoe booth of the "thin skinny" shoe shop, the shoe stands and shoeshine shops are lined up, but in order to find the shoeshine masters who "rub 3 times and brighten for 3 days", besides "thin skinny", it can be said that there is no "no semicolon" and "shoes to look for thin" slogans spread like wildfire.

In those days, this shoemaking master is one of the leading brands of the footwear industry in Taiwan, the founder and chairman of "thin leather shoes", Luo Shuimu.

This year, 73 year old, he smiled and recalled: "when I was young, I was thin and weighed less than 50 kilograms, and the neighborhood called me" thin ", which was both cordial and appropriate.

When the gambler came back, he did not see Luo Shui Mu as thin and weak as he was. When he was young, he was on the gambling table, but he had a strong posture and was "proficient in everything".

However, gambling is no better than that of the dealer. Before the age of 23, Luo Shui Mu had gone through two ups and downs for entering and leaving the casino: for the first time, he had run away from home to Taipei in debt because of his debts. The second time, the "noodle stand" which was hard to manage was lost in the second time.

In the end of the mountain, Luo Shui Mu paused the remaining property - a watch, bought a shoeshine tool, and began shoeshine career.

Luo Shuimu said, "it was just to fill the stomach."

Relying on this technology that does not contain too much "gold content", he has made a real world.

"I will never reduce one procedure because of the number of guests."

Luo Shui Mu proudly said, "the eyes of the guests are bright, even if they can deceive for a while, the guests will eventually find out."

He dropped out of school at the age of 10, and he had a vague idea of "brand name" - "a thin boy" sign, with no dust.

Luo Shui Mu, who is not "professional", has not only advanced "brand concept", but also "advertisement precedent" in the shoeshine industry.

"Same as new!"

Passers-by couldn't help but applause.

One day, from a shoeshine to a shoe seller, a passer-by suddenly asked for the shoes in the glass cabinet.

Luo Shui wood was shocked, which gave him the idea of "selling shoes simply".

At the time, a pair of shoes cost two yuan and a pair of leather shoes cost up to 200 yuan.

Luo Shuimu returned to his hometown of Yilan, hired a shoemaker, and made shoes and shoes business.

However, the business of Luo Shui Mu has always been maintained at the stage of "stall seller". The shoemaker's production capacity is only 4 pairs of shoes a day, and the "storefront" of Luo Shui Mu is a trolley. There are 20 pairs of leather shoes in the glass cupboard, with the sign of "A Shou leather shoes" on it.

"Store" looks quite "simple", the old customers are very many, many people are directed against the reputation of Luo Shui Mu shoeshine to buy shoes.

"At that time, the output was limited and it was impossible to produce a full size."

Luo Shuimu said, "I sell samples to old customers, tailor made for customers, and shoes are really good and cheap."

Luo Shui Mu relies on the word of mouth established by word of mouth to do business. Although the business is good, but the output is not high, and the money on hand is limited, it seems that it can only be a mobile stall.

A chance to let Luo Shuimu pfer from here.

Listening to the radio is the most common entertainment for people at that time.

A staff member of a radio station was a regular customer of Luo Shui Mu. When he saw that the business of "thin skinny boy" was getting better and better, he sold him the "cold hour" advertisement from 11 to 12 p.m.

A week's advertising cost is equal to the price of 4 pairs of shoes. The abacus, which has a good command of the game, did not want to advertise, but did not want to offend the old customers. Plus the other side gave a 50 percent off discount, he agreed to bite.

Unexpectedly, this reluctance decision made "ah thin boy" upgrade from a mobile peddlers to the owner of a physical shop, laying the foundation of the kingdom of thin shoes.

It turned out that when it was summer, many people couldn't sleep in the heat at night. When they went outside to enjoy the cool, listened to the radio chatting, and in the "cool hour" advertisement, the audience became more and more.

"Trust is even more important". After accidentally catching up with the "free ride" of broadcasting, Luo Shui Mu began to implement "clear price" in sales.

In the 60s of last century, shoes displayed in shoe shops were not priced, but they were sold by shopkeepers.

Luo Shui Mu felt that this way could not establish trust between store owners and customers.

So he posted all the shoes in the shop and declared "no price".

One day a couple took a child to buy their shoes.

Luo Shui Mu sees the old customer. Without saying anything, he immediately gives 10 percent off discount, but the customer still wants to get another 50 yuan cheaper.

Luo Shuimu said, "if you see that I sell to others 1 yuan less than you, you will punish me 10 thousand yuan."

As soon as the guests heard this, they left without coming back, but soon came back to buy shoes.

Luo Shuimu said: "in business, besides the quality of things, trust is more important."

It is the trust of customers that has made "thin skinny".

Now, there are 215 branches of "thin leather shoes" in Taiwan, and the turnover last year exceeded NT $3 billion.