Inbound Liter: Hundred Years Of Cloth Shoes "Re Spring Second Spring"

In the era of fast changing P, a large number of traditional enterprises carrying hundreds of years of history are pushed to the crossroads.

On the one hand, to inherit culture, and to actively innovate, and marginalized, how should they find a balance between them, return to the mainstream of the market? Three years online growth of 300%, through the network channels, 160 years of < a href= "http://www.91se91.com/news/list.aspx ClassID =101112107102" > old shoes < /a > the appearance and form of "ancestor", and the sexy "second spring".

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What does the meaning of < p > 160 years mean for an enterprise? < /p >

< p > winter afternoon, walking on the big fence in Beijing is like reading a heavy history book.

Nei Lian Sheng, Ma Juyuan, Rui Xiang, and so on, once symbolized their status and status, are still on the streets.

However, most of the visitors came to visit old Beijing tourists.

Compared with the products in the store, the history behind them is more attractive to these young people.

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< p > < strong > from the public to the minority < /strong > < /p >.

< p > old Beijing has an old saying: "the top of the horse gathering source, the foot in the inner League, wearing eight Daxiang, waist tied four big Heng", described in the late Qing Dynasty and the Republic of China, the social upper class logo wear, brand influence is no less than the current LV, Hermes and other fashion big names.

As for the inner League litre, there is also a folk song of "Grandpa not to see the shoes first", which shows its noble style.

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< p > internal League was founded in Qing Xianfeng three years (1853), the founder of Zhao Ting.

At that time, the foreign car driver wore a pair of shoes made of inward litre, and the imperial civil servants and military officers wore the boots of the inner rise. Even the last emperor of the Qing Dynasty sat on the throne hall and wore the Dragon boots made of the inward joint.

In those days, as a symbol of status, the target consumer group was the "sedan chair".

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< p > with the change of dynasties and the influence of many wars, the "Yan" of the old king Xie Tang began to fly into the common people's home, and the target consumer group moved from the courtier to the public.

Ordinary women's shoes, children's shoes, cloth sandals and other innovative products began to appear in the market.

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< p > from high-end to middle and high end, for a long time in the past, internal League has been favored by the mass consumer market with its fine technology, and it has precipitated many loyal followers.

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< p > "but the whole consumer group has shrunk."

Cheng Xu, assistant general manager of internal League promotion, told reporters that the brand barrier built in the 160 years has become the shackle of development in the fast fashion era, due to the restriction of output, technology and dress matching.

Once the pronoun of nobility and fashion, in the eyes of young people today, it is somewhat like a "old grandmother" who has been labelled "design old" and "product soil".

In competition with mainstream products such as leather shoes and sports shoes, hand-made cloth shoes are gradually reduced to marginal products, and are regarded as "handicrafts".

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< p > followers are getting old and the market attractiveness is decreasing.

If we keep pace with ourselves, fading out of history will be the final destination.

"It is important to occupy the minds of young users."

Cheng Xu said that some optimists once thought that when people get old, they will choose comfortable cloth shoes.

But how can we expect young people who do not wear cloth shoes from childhood to wear cloth shoes when they are old? This is an illogical and risky assumption.

The key to breaking the situation is to return to the mainstream of the market, to create sparks with mainstream consumer groups, and to establish a new understanding of the rise of young companies in the minds of young consumers.

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< p > < strong > balance of inheritance and innovation < /strong > < /p >

< p > for a century old shop, the risk index of innovation and conservation is also high.

Although people do not like old grandmother who is old and cold, they can not accept the old grandmother's posture.

How to carry out proper innovation under the premise of continuation of traditional classics?

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< p > most of the sales of the intranet are concentrated in the northern market, and some of them are tourists from all over the country.

Restricted by region, consumers in the field have limited access if they want to buy.

Based on its own conditions, it is difficult for inner League to solve the channel problem through the expansion mode of fast opening stores.

In addition, innovative design and product pformation is a big project. If we start from a physical store, we will hide many uncontrollable trial and error risks.

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< p > brand pformation, electricity supplier first.

The spring breeze of the electricity supplier first felt from the dealer.

In 2006, some of the dealers in the inner League started selling online, and the results were good.

But the price confusion caused a certain degree of brand overdraft.

Therefore, before the on-line promotion of the official website and the flagship store on the platform of the official website, it took six months to compile the online store in the form of online shop authorization system.

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< p > "the biggest difficulty is the conflict between thinking mode and behavior habit."

Cheng Xu told the reporter of the "Internet business world" that before the launch, all the questions were "intense or incomplete" and "whether the classics are still alive after innovation".

The final decision is to register "Shang Lu" trademark as an internal e-commerce brand, and adhere to the same line and price.

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< p > under the influence of product form, the overlap ratio between the audience of "a href=" http://www.91se91.com/news/list.aspx "ClassID=101112107105" and "e-commerce /a" is very low.

Cheng Xu said that the passenger flow, consumer structure and preferences of physical stores are relatively fixed, and the products are mainly classical ones.

Online is divided into young people who buy for themselves and buy for their elders. The product structure is based on classic fashion and fashion style.

It can neither abandon old customers nor abandon new customers.

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< p > by the fourth generation successor, the national intangible cultural heritage inheritor He Kaiying and his three disciples, plus two teams of post-80s designers, we began to find a balance between inheritance and innovation, combining classic crafts with fashion art.

In September 2013, the inner League held the 2014 spring and summer footwear exhibition in Beijing's Gong Wang Fu Garden.

Facebook, nationality, ink painting and wildness are the main products of T.

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< p > two times a year, the show just caters for the new product development cycle.

This is the starting point of brand fashion pformation, and on the other hand, it caters to the demand of online consumers for fast fashion.

At present, there are nearly 1000 products in the league, and new products are mainly promoted by online channels.

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< p > online, the whole layout of the network is covered by the whole network.

In 2009, after the completion of online editing, the official website "shangle mall" and Tmall flagship store went on line and entered the three party B2C platform of No. 1 store and Amazon.

Cheng Xu said, the official website carries more services and brand display functions, sales of about 70% concentrated in Tmall.

On 2013 double 11, online sales rose to more than 10 yuan.

Part of the buyers are products and styles, mostly because of the influence of the brand.

In the past three years, the internal League has increased by over 300%.

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< p > online is not only a supplement to the existing channels, but also a greater value from the interaction with consumers.

"Many beautiful shoes in the inner League have overturned my impression of cloth shoes."

Some netizens were exposed to a picture on micro-blog and @ the official micro-blog of internal promotion.

Through the way of micro-blog, WeChat, bean paste and fashion celebrities forwarding, Cheng Xu hopes that the flow of social marketing will lead to the guidance of contemporary young people's cognition of inbound ascension, and occupy the minds of this generation of consumers in interaction.

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< p > < strong > < a > href= > http://www.91se91.com/news/list.aspx > ClassID=101112107108 > C2B < /a > mixed emotions > /strong > /p >

< p > as the traditional business of the inner League promotion, "customization" has continued to this day.

Cheng Xu told the reporter of the world network businessman that customization is based on the foot shape of the customer and the feet are drawn to make a pair of shoes that are perfectly suitable.

In order to facilitate the chancellor of the court, Zhao Ting, the founder, collate the sizes, styles and special interests of his shoes. The name is "ready to carry", which is the earliest "customer relationship management file" in China.

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< p > "the current membership system is an extension of the function of" in the middle of the track. "

Cheng Xu said that the official website and the offline membership system were open.

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

When you buy it again, you don't need to provide your own shoe size.

At present, more than 6000 members have been included, accounting for about 10%.

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< p > "custom mode under the line can not be copied to the line."

Cheng Xu said that offline customization is like measuring feet, and the production cycle is longer.

On the Internet, you can try some limited money and designer style presale.

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< p > March 2013, shangle mall opened the "designer channel" and sold more than 20 pre-sale products on line.

"These are products that were designed at the beginning but not put into production."

Cheng Xu introduced that the product design is very beautiful, and not put into production is considering the cost, or the difficulty of technology is not suitable for mass production.

The pre-sale mode may solve the problem of waste of design resources by aggregating the long tail demand.

The average price of the upgrade is about 400 yuan, the price of the pre-sale is relatively higher, and the result of the shortage is that Cheng Xu and his team, including the designers, are not expecting it.

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< p > the traditional process needs time, and the online market is the speed.

From proofing to purchasing soles, to nano shoes and shoes, a pair of finished shoes need more than 90 processes, and more than 40 tools can be used to complete the production.

The factory is located in Ma Ling Road, Beijing, where there are about 40 workers, mainly finishing material procurement, product design and process guidance. The rest are completed by a cooperative processing plant.

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