The Rise Of Internet Users Is The Start Of New Year'S "Red Cloth Shoes".

When the Internet meets the old brand, not only is the expansion of sales channels, it is more likely to let.

To give full play to its own accumulation, such as the "Kung Fu Panda" product sold on the Internet by the rice village, it has attracted many young people to "turn the road to powder".

Figures show that there are 200 old Taobao check-in channels, which are officially launched on the annual festival of Ali.

Besides,

During the annual festival, hundreds of millions of users Taobao mobile will also focus on the "LBS based" function of the time-honored brand, which will inform the users, especially the geographical location and basic information of the time-honored travelers around the foreign travellers, so as to attract users to the historic sites such as Zhang Yiyuan, Hu Qingyu hall and Lou Wai Lou to appreciate the cultural and historical charm of the brand.

Inheritance and innovation are never completely opposed.

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In order to represent a group of time-honored brands, we also try to make adjustments on the basis of tradition in the new era.

For those older handicraftsmen with exquisite skills, the Internet can make their skills beyond the barriers of time and space.

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 shoe industry 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 goods Festival."

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 do not know this old brand, which has been known for over 160 years and is famous for its 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 laughed and talked about the "doorway" of choosing shoes.

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."

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

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 160 year anniversary of the promotion of internal Union, and make a fashion show, which is unprecedented in Beijing's time-honored brand.

"We don't know how to wear cloth shoes, so we want to let consumers know how to dress through this show, so that the market will recognize your brand is changing."

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.

As we all know, there are very few red shoes in the classic leather shoes, but some young customers have suggested that the black is too single, so they want to publicize a little bit of color.

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 I will not wear it to my elders.

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.

"What is unchanged is memory, changing is keeping pace with the times", He Kaiying said.