TOMS Doesn'T Think He Is A Shoe Seller.

You should know TOMS. Even if you forget this name, you should remember to grow into a pair of shoes like this picture. Usually we call it fisherman's shoes, and thank China for its piracy speed. I believe that small traders can sell 365 fishermen's shoes with color, pattern, material and sole.

Here are some of the founders of Blake Mycoskie, HBR, who have described their recent thoughts, the company's founding and future goals.

Although there are a lot of psychological activities in the full text, it is possible to recognize some TOMS cases.

The company was founded 6 years ago, and the founder, Blake Mycoskie, sold three of his companies, ran to polo in Argentina, and then ran into a non-profit organization in the capital Buenos Aires. It was a machine for distributing shoes to poor areas.

The development of the story is of course Blake, who accompanied the person in charge, and met a pair of brothers, because only one pair (or adult) shoes and only take turns to go to school (because the school asked to wear shoes to school), when he gave the shoes to the brothers' mother, she cried.

Although the story is very similar to the Iran film "small shoes", Blake said that he never thought that such a pair of shoes would have made such a big impact. So, bang! TOMS is born.

The name TOMS comes from Tomorrow 's Shoes, and the prototype of shoes comes from traditional shoes in Argentina.

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At first, he said he only wanted to sell 250 pairs, so that he could donate 250 pairs of shoes to poor children, and through friends, he successfully consigned to American Rag in the buyer's shop.

Soon, sales on his website were far beyond his expectations, 2200 pairs, even though his apartment had less than 200 pairs of inventory.

Later, we can guess that in 2011, TOMS grew by 300%. Now TOMS has become a company with an annual revenue of 3 billion billion dollars. The strategy of buying one donation has been extended from simple shoes to glasses. To buy glasses, TOMS will donate glasses or medicines to poor areas.

When the company was founded for 10 years, Blake Mycoskie remembered some of the past events.

He said to HBR:

In the fall of 2012, I never thought I would do this. I moved from TOMS to Austen to my wife in Dezhou. I tried to separate myself from the company by physical distance and try to reflect.

I find the present.

We pay more attention to the process rather than the result. We focus on what and how to do it, and forget that what we initially wanted to do was to improve our lives through business.

This has been our competitive advantage: it has made the bond between the brand and guests closer, because they know that when they are shopping, they are also pushing forward a bigger thing.

He was referring to the fact that the company was promoting and discounting sales for its sales targets. TOMS's work began to focus more on products rather than goals, which is what he called "WHY".

He thought about it and went out for a trip. When he came back, he was ready to start selling coffee.

This is, of course, another travel story, and this TOMS coffee has also been crowned.

The same meaning of "charity" - buy a packet of coffee beans and deliver a week of drinking water.

With coffee, there's a coffee shop, a space for lifestyle selling, "I said at the time," we have to call community outpost.

The base feels more like a conference center, information center, or even a political gathering place.

That's where something happens. "

We have had special reports about this coffee shop.

However, it is worth noting that Blake Mycoskie is worried about the purpose and process, or is worried that the single product and marketing mode will make the brand lose sustained sales force.

Then expand the category, start selling bags, this is for the mother and child can have the condition of safe childbirth, as well as backpack, this is for the anti bullying project.

In short, TOMS is moving towards the direction of product diversification, lifestyle and branding. Without exception, all products will continue to be sold with this set.

This move is very effective for some brands, and it is not simple for people to make direct donations, but they must buy and buy anyway, and money always needs to be spent.