Time Honored Online Search For Breakthrough

He Kaiying is the fourth generation inheritor of the technology of making cloth shoes.

The master told He Kaiying to make a pair of shoes, so long as they were stained with these shoes, they could not be put down.

Share with friends and family the new year's delicacies of Tai Xiang Village, Zhi Wei Guan, Hotel Canton and so on.

New products on the web of monkey year

A good spring color with a new Kong Feng spring duck egg powder, and an order online.

Taobao annual festival venue not only allows consumers to visit a hundred old brands from all over the country and has a long history, but the new method of "old + Internet" also attracts consumers of all ages.

It is understood that during the annual festival of Ali, Taobao mobile will also focus on the "LBS" function on the time-honored brand line, and consumers can appreciate each.

The charm of culture and history.

Old brand new products start online

The annual festival of Alibaba is jointly organized by the four major electricity supplier businesses in rural Taobao, Taobao, Tmall and Juhuasuan. The theme is "global annual goods and reunion feast".

The annual goods festival takes full account of the demand of urban and rural consumers during the Spring Festival. It aims to create a truly Festival holiday for the vast number of consumers and try to raise the upsurge of "foreign goods going to the countryside and local products entering the city".

The campaign began to warm up in January 14, 2016 and was officially opened in January 17th, extending to January 21st.

Among them, the activities of rural Taobao online and offline were officially launched in January 6th and lasted until the first fifteen months of the month.

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The Guangzhou restaurant, which represents the Cantonese cuisine, is a big pot restaurant in Dezhou, a cheap roast duck cooked in a six hundred year stew process, and a Dezhou braised chicken in the past.

Seeing the dazzling old brand of the annual festival of Ali, does it arouse your memory of the year?

It is understood that during the annual festival of Ali, more than 100 old Chinese brands on Taobao platform will provide consumers with varied flavors including food gift boxes, dinner bags, drinks, handicrafts and so on.

Quanjude, Dong Lai Shun, Tian Fu Hao, Nei Lian Sheng, Tong Ren Tang, huang shang Huang, Lou Wai Lou, Kong Fengchun, Hu Qingyutang and so on, a well-known old brand, have selected their new products on the Internet.

When the Internet meets the old brand, not only is the expansion of sales channels, it is more likely to let the old brand make full use of its own accumulation, such as the "Kung Fu Panda" product sold on the Internet by the rice village has attracted many young people to "turn the road to powder".

Figures show that there are 200 old Taobao stationed in the time-honored brand channel during the annual festival of Ali formally launched.

In addition, during the annual festival of Taobao, Taobao mobile will specifically focus on the "LBS" function on the time-honored brand, and will inform the users, especially the travellers of other countries, the location and basic information of the old brand.

"Red cloth shoes"

Inheritance and innovation are never completely opposed.

A group of time-honored brands represented by the inner alliance is also trying to make adjustments on the basis of tradition in the new era.

For the older generation of craftsmen who still have exquisite skills, the Internet can make their skills beyond the barriers of time and space.

The peak season for cloth shoes sales usually starts in April, but before the Spring Festival, He Kaiying and his disciples began to get busy.

There are few people in Beijing who don't know this 160 year old brand, known for its brand of cloth shoes.

He Kaiying, 59, is the fourth generation inheritor of this cloth shoe making technique.

"In the past, the promotion was made as an official boots, and put on the three liters of the shoes of the inner liters. It has a moral meaning, a good color, and a hope for its children."

He Kaiying laughed and talked about the "doorway" of choosing shoes.

This year is the first day of the opening of the annual festival of Ali, which will start a limited edition of classic red cloth shoes specially designed for the year of monkey in Taobao's "special China" channel.

The characters of "Shen Shen" and "monkey" are painted with gold on the left and right feet of red shoes, which are full of Chinese traditional flavor.

Cheng Xu, assistant general manager of Beijing inner union Footwear Co., Ltd., said: "this is the work of the youngest designer in the company, and it is also a product specially prepared for the annual festival."

Cheng Xu, a 32 year old assistant general manager of internal League promotion, is a standard "two generation in the inner League". He grew up in a factory since he was young. This young man believes in the power of manual work. "It is not something that is standardized by mechanization. Every pair of shoes is unique. There is a master behind it. Its value is different from those made by machines."

He especially liked the word "creation spirit". "I created this thing, it is emotional input, emotional input."

Looking back at home, there are not many such enterprises. "Many of them are still in the old brand, and they are still sticking to it, so I think it's worth doing this."

Hundred years old shop on-line Tmall change

In 2012, micro-blog fashion big V Han fire fired a street photo taken during the Paris fashion week, wearing a metal leather bracelet with Celine's gold envelopes and a pair of black shoes in the middle of his feet. Originally born in Beijing, he was an editor at 80s and wore a pair of cloth shoes.

This mix and match method caused a sensation in fashion circles. This cloth shoes soon sold out, and the factory also worked overtime.

Inspired by this, Cheng Xu hopes to do something different from other old brands in the 160th anniversary celebrations of the intranet, making a fashion show, which is unprecedented in Beijing's time-honored brand.

"Everyone does not know how to wear the cloth shoes, so we have to let the consumers know how to wear them through this show, and let the market recognize the change of your brand."

Under the insistence of Cheng Xu, this ancient shoe store began to enter the new world of Internet.

They specialize in a "Shang Shang Cheng" for young people. They sold nearly 400 thousand yuan in just three months on the line, which is far beyond their imagination. "We were trying at that time, and the investment was not big, the cost was twenty thousand or thirty thousand. The result was second months to recover the cost and start making profits", which brought him great confidence.

Subsequently, the inner League joined Tmall mall again.

Many old brands also come to join in the promotion.

The most they ask is how to deal with the conflict between online and offline channels, and how quickly they can sell goods on Taobao.

Now, Dai Yuexuan, who is the old brand of the old silk ribbon shop, Rui Xiang Xiang and Liulichang making brush, has begun to do business, and Cheng Xu has run several times to give them experience.

And the old brand like Zhejiang Longquan sword has even boldly extended its product to the two dimension, producing derivatives for famous animation.

Today, more than 200 old brand products can be found on Taobao's old brand channels. This allows consumers of all ages to have access to old brands at any time and anywhere.

As we all know, there are very few red shoes in the classic leather shoes, but some young customers have suggested that they are too black to make a colorful one.

On the eve of the Spring Festival of the Chinese new year, the inner League co operated with an independent designer to launch the new "red cloth shoes".

At the beginning, it only hung on the Internet for pre-sale. I didn't expect that the first batch of 50 pairs sold out in more than one month and sold four hundred or five hundred pairs of red shoes without coloured paint.

Netizens' feedback also gave Cheng Xu the confidence to make more new attempts. In 2016, the inner League took the "red cloth shoes" specially designed for netizens to appear in the annual festival of Ali.

In Cheng Xu's view, for the time honored brand, the Internet is important not only to increase sales, but to reverse the inherent impression of consumers on the old brand. "This is why we participate in the annual goods Festival. Young people feel that the old brand has nothing to do with me, and buys it for the long generation, and I will not wear it."

If you want more new products to reach young audiences, unless you start shop in Sanlitun and Xidan, but the cost is too high, and the capacity for the old brand is limited, the Internet is a shortcut to promote the brand pformation and fashion pformation through the Internet, and let more employees feel that the market is changing and we have to change.