Learning Fast Fashion: The Story Of A Pair Of Shoes Begins

Have you ever noticed fast fashion brands like Zara, H&M and UNIQLO, and find that they never lack any topic.

A good business must learn to tell two types of stories to build strong and lasting brands.

One is the legendary story, usually the entrepreneurial history of the enterprise and brand. One is the customer influence story, which refers to the positive influence and change brought by the product and service of the enterprise to people's life.

If not, consumers may have forgotten that Zhang Hanyun used to be the spokesperson for Mr.

The silent star did not bring too many stories to Si Weiqi. She was the epitome of Song Zonghu's founder's licensing plan.

In the past 08 years, acting as an agent and processing, Song Zonghu, one of the leading figures of the footwear industry in Putian, has registered with the brand dream, and started the marketing plan of "Jinjiang mode".

But when the Internet began to show a rapid degree of intimacy with Putian, Song Zonghu's plan to build a brand in the "Jinjiang mode" seemed a bit late.

Under the environment of the shoemaking industry moving to Southeast Asia, the shoe making city, which is famous for its processing, is losing its demographic dividend and losing a large number of foreign trade orders.

And the change of the electricity supplier's consumption mode has brought the shrinking of the entities under the line.

13 years ago, Song Zonghu's business began to go downhill, and the store of Si Wei Qi dropped from more than 1100 in the peak to 200.

The story of this venture, he spent 300 million yuan to tell, and did not achieve good results.

Breakthrough: using products to tell stories in "China made good shoes in Putian"

Pick up your cell phone and open your cell phone Taobao. You can see that the "Chinese made" page is in the prominent position in the lower right corner.

In the column called "quality information", there is an article entitled "the philosophy of shoemaking in the two generation of Putian shoemaker", which is in second positions.

Here, you can see the second half of Si Weiqi's business legend.

In October of 14, the bank began to tighten the loan due to the "run off tide" caused by the bankrupt enterprises. Song Zonghu enterprise's 15 million yuan loan was also withdrawn.

The problem of capital chain has brought about changes and adjustments in Enterprises: personnel streamlining and strategic pformation.

And the biggest change is that he gave his son Song Bin as general manager of Si Weiqi, responsible for the entire brand operation and marketing.

And Song Zonghu retired to the second tier to control the supply chain.

"Previously, the marketing strategy of Scarlett is mainly marketing, and this year, it has returned to quality and innovation.

Products and user needs as the core, outward radiation.

After consulting with his father, Song Bin made such a decision.

After taking office, Song Bin quickly closed down the loss shop under the line and relieved the cooperation with the bad agent and franchisee.

At the same time, he took back the operation of the former generation, and set up his own electronic business team to strengthen the recruitment of online distributors and formulate an e-commerce distribution system.

In March 2015, nearly 100 sports shoes of 4 independent brands in Putian appeared on the Taobao platform of Alibaba group for the first time as "China made Putian shoes".

Relying on the Internet to help Si Wei Qi brand pformation and upgrading, breaking through the past brand building and sales routes, from offline to online, independent brands to well-known brands, is the key goal since Song Bin took office.

This requires that scarkey learn to tell second kinds of stories: how can a pair of canvas shoes affect consumers?

Take the vulcanized sole as an example, compared with the national standard, the sole must be higher than the 20 thousand bending standard, and the bottom of the shoe can be bent 100 thousand times, which attracts the second from Taobao sports industry category.

With the help of the Putian government and the electricity suppliers association, they visited almost all the local shoe factories in Putian, and found 7 good shoes like this product, which best represented the local shoe making process and independent innovation.

In March 29th, on Taobao and Juhuasuan, on the line of "Chinese made Putian shoes", Putian mayor Weng Yuyao personally endorsed 4 brands of Putian, such as Si Weiqi, Luo Chi, Voight and so on, and said that Putian people "should make good Chinese shoes with international standards".

In less than 4 days, the mayor played the video of his shoes online more than 500 thousand times.

And the high quality rainbow canvas shoes sold by Si Wei Qi sold more than 1 pairs in 4 days, especially its color DIY customized shoes attract 18 thousand people to participate in the design and produce more than 1800 kinds of color combinations.

By April, "

"The number increased to 17 pairs, and chose to be promoted again on line 21.

In the "good shoes group of Putian", Song Bin shouted: "who will drop the chain on sale and destroy the brand image of Putian on this line, and we will not bring him any shoe gatherings!" in this Taobao set up, government endorsement and business singing activities, he learned how to tell stories, just like "Chinese made" slogans want to tell consumers: only pay for quality.

But this is not enough. For Song Bin, he has a further goal: to become a fast fashion brand that can be constantly innovating.

Please net red design, play concept integration......

How can he learn fast fashion?

Song Bin thinks that, from the brand name, product style and background factors, he is doomed to take the fast fashion.

As a matter of fact, 2/3 of the production lines are still processed for H&M, ZARA, TOMS, K-7, Looklife, BBC and so on in the 6 production lines of the company. The annual production capacity is about 4000000 pairs of shoes.

Song Zonghu, who has retired to the second tier, is extremely persistent in product quality. This gives Song Bin strong backing and can seek pformation from the supply chain end and the product side.

"We value this very much.

The supply chain of the back end determines whether I can go faster or farther in the future.

The factory has abandoned the traditional futures system, and the long order production cycle has been pformed into a quick repair sheet and a personalized customized flexible production line.

When participating in the "Chinese made Putian good shoes", the 30 thousand pairs of shoes from the sample shoes to the shelves took only ten days.

Thinking of "fast" and maintaining this growth speed, Song Bin's next step is to "fashion".

On this issue, Song Bin seems to be a bit weak.

"This is a very real problem. There are too many changes and too many factors."

Even CONVERSE, the originator of canvas shoes, and Adidas's fast fashion clover, focus on Revising the classic version.

"Even some good styles can be popular on the brand of the" Si Wei Qi "?

You must have a measurement value, trial sale value, and test at all costs.

Song Bin's current practice is to focus on the style of the market, expand the size of the shoes, and then take the quick response of the supply chain to get into the market.

"Brand like CONVERSE and Thomas is a brand culture, which is rooted in the brand from top to bottom.

Domestic brands lack the soil to nurture this culture. Unless you put the R & D center in Europe or the United States, your inspiration will fade away even if you invite a designer to stay in the enterprise.

This is not Song Bin's discouragement. In fact,

Also learning to communicate and collide.

If the manufacturing side is more inclined to the industrial economy, the net red mode is the social economy, and it is more likely to be a new exploration of fast fashion.

In the first half of this year, siweqi had talked with Chen Xiaoying, an Australian redback designer, who designed a pair of French romantic style canvas shoes.

And in the physical channel, Si Wei Qi is also trying to enter the leisure and fashion concept integration store, and can bring O2O experiential consumption.

"What consumers need now is good quality, reasonable price, and positioning of style."

Song Bin said: "the design is radish green vegetables have their own love, it is hard to say which products are more acceptable.

But it is very valuable to form a consumption memory from comfort.

But whether it is electricity supplier or entity, Song Bin hopes to get the result of win-win cooperation.

"China made" let Song Bin understand the importance of resource sharing, and let him establish a good relationship with Luo Chieh, Yi Zhao and Yi Bai da.

"A single category is going to be big and difficult in the future, but it can unite everyone's focus.

We now put forward a concept that next year may be bundled investment may be a good way. "

But don't forget that fashion is innovation. It's a focus, a topic, something that can be displayed.

Do every pair well.

At the same time, Si Wei Qi can not forget to tell a story for these shoes, which may form a brand culture.