The "Fashion Tide Maker" Who Has A Special Liking For Handmade Cloth Shoes Runs Out Of The "New Speed".

Lately,

Tmall flagship store takes "Mitch Mini" as its theme.

Are being raised.

Hand in hand Disney, inner League won the IP authorization from the princess Disney and Disney series.

With more than 160 years of history, the inner League has lost the appearance and form of the "ancestor", and shifted the target consumer group to the handmade cloth shoes.

"The tide maker" ran out of the "new speed".

"Sedan chair" to "tide maker"

It was founded in Qing Xianfeng three years (1853), the founder of Zhao Ting.

At first, the service group was "sedan chair".

The foreign car driver wore a pair of shoes made of inward litre, and the court and civil servants 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 that era, the identity symbol of internal League decided its target consumer group.

However, with the change of times and the impact of the war, the group of customers in the inner rise has changed. In the past, Wang Shitun's former swallow flew into the common people's homes, and new products such as women's shoes, children's shoes and Cloth Sandals appeared in succession. However, in the face of Western fashionable pets such as leather shoes, sports shoes and high heels, the 100 year old "senior" inlined shoes, though exquisite in technology, appeared to be gloomy and gradually becoming marginal products.

In the new era, this century old enterprise is pushed to the crossroads.

On the one hand, we should inherit culture and actively innovate on the one hand.

If we are complacent, fading out of history will be the end result, while the risk index of innovation and conservation is equally high.

How to find a balance between them is a major test for the inner league team.

Due to the restriction of output, technology and dress matching, the brand barrier built in more than 160 years in the fast fashion era has become the shackle of the inner League development. Cheng Xu, deputy general manager of internal League promotion, admitted that it was troubled by the "modernization".

The traditional process needs time, fast fashion is the speed, the traditional cloth shoes from proofing to purchasing soles, and then to nano shoes, shoes, a pair of finished shoes need to go through 90 more processes, more than 40 kinds of tools can be completed, destined to mass production, it is impossible to disruptive innovation products.

After many heated discussions, the internal league team decided not to sacrifice the signature process. Therefore, "fashion integration based on classic technology" has become a definite pformation plan.

The sole is still classic, but the vamp has been fashions improved.

For example, recently, the newly launched "top grade hand painted cloth shoes" is a new product designed by the inner League and a hand-painted studio, specially designed for the students who are going to take the college entrance examination, because the custom of ancient Chinese examinations for Wenchang Jun's luck is very popular. This product is suitable for the gift of luck mascot for the examination, which sells different meaning of "cloth shoes".

Previously, many new products were released online, including Facebook, ethnic, ink, and wild products. T and Beijing clothing innovation industry park, with the help of hundreds of designers in northern clothing, promoted the design and research level, and tried to cooperate with independent young designers. They boarded fashion magazines and Shanghai show, and launched a series of "flower finding" cloth shoes with Taobao Taobao.

Now, the league has reached cross-border cooperation with Disney.

The fashion pformation of the league has reached a new stage.

"Fashion fan" looks beautiful.

"Ungruntfully planted by the inner League" grass "," netizens "long grass eating earth flowers, wrote on micro-blog.

Like "long grass eating earth flowers", more and more young people like or even infatuated with the rise.

"In particular, many young artists are the main consumers of the league, and they will buy every new item."

Cheng Xu introduced that two changes have taken place in the consumer groups, one is younger and two is the increase of female users.

This is mainly due to product innovation and fashion design.

But fashion is like a pair of 10cm's high heels. It looks beautiful, but it's not easy to walk for a long time.

The way of fashion is not unimpeded.

Every change of detail is likely to be "moved" in the original framework.

Cheng Xu told reporters that during the fashion pformation process, the internal upgrading of hand-made leather shoes, wedding shoes and other major categories.

For hand-made footwear, with the introduction of new products, the requirements for process level are getting higher and higher. The original technology can not meet the new design requirements.

For example, in order to keep abreast of fashion trends, we have developed sharp women's shoes.

And the previous design was based on round head.

Round head toe is relatively short, when flip shoes relatively good turn.

But the pointed shoes are hard to turn, and the shoes are easy to tear.

Besides, the original shoe last is relatively wide and looks fat.

The new shoe last looks more slender and can't clip feet.

In order to solve the technological problems, He Kaiying, the fourth generation inheritor of the inner League, took his disciples repeatedly and tried to break through.

Speaking of cooperation with Disney, Cheng Xu was very excited.

He told reporters that cooperation with Disney came from a conference.

In the summer of 2015, he just finished a new media industry summit. He received a call. The other side said that he was the authorized manager of Disney China consumer goods department. His friend introduced that he was doing the fashion pformation of the brand, and learned that the company was willing to cooperate with the Chinese time-honored brand with state-level intangible art.

"At first I thought I was a liar, so I didn't have the time to meet with the company at random. I didn't expect three people to come." he flew from Shanghai.

Cheng Xu said, Disney came to be three people, one is the manager of the consumer product department, one product manager, one is the authorized manager who calls. When he came, he had already had a mature plan, and had carried out the market tune to the internal League, and even brought the idea of design.

At that time, when the internal union considered whether to cooperate with Disney, a key factor was that a large proportion of Disney's consumer groups were young women who had Princess dreams. This is the market short board for internal League promotion, and the male masses of old shoes are still relatively high. Therefore, the internal League decided to focus on the IP authorization of the princess Disney series.

Cheng Xu revealed that the Disney series will be applied to hand-made cloth shoes and women's wedding shoes products. The target consumer group is a 16-35 year old young woman to balance the relative shortage of customers in the past.

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Based on the development experience of fashion shoes, inlining has now been able to mature all kinds of new designs on the past vamp, which is very beneficial to the development of cooperation. Disney series shoes hardly need to develop any new technology. It only needs to design the shoe upper, and put the upper sole on the sole of the fashionable shoes. It only takes about 2 months from design to finished products.

Currently, this shoe is being raised in the Tmall flagship store, and is expected to start in Tmall before the opening of Disneyland in Shanghai.

At that time, the Beijing branch store will also be on the shelves at the same time.

Before 1978, the inner League rose.

The momentum of 100 years old brand

After stepping up the pace of product innovation, this century old shop also wants to try to update the game through the electricity supplier, adopt a more flexible "C2B custom mode", and test the popular popular mode.

Referring to C2B, Cheng Xu laughs that this is a kind of business spirit from ancient times.

In fact, customizing for customers is originally an old tradition of internal League promotion. As early as the founding of the league, in order to facilitate the court ministers to make shoes, the founder Zhao Ting collate the size, style and special interests of the customers' shoes, which is named as "in the middle", which is the earliest "customer relationship management file" in China.

In fact, the current membership system of the internal League has also retained many core records of "ready to carry".

At present, the official website and the offline membership system have already been opened up, and the flagship store of Tmall is about to get through.

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 code. You can extract it directly from the book.

At present, the newly built "new shoe in preparation" has included nearly 10000 members.

With the "ready to load", we can call on members to play the pre-sale.

As early as early 2013, intranet launched its first pre-sale trial on its own official website, and sold more than 20 pre-sale products. Cheng Xu said that the design of these products was very beautiful, but considering the cost of production, or the degree of technology is too high, it is necessary to achieve a certain threshold.

Through the pre-sale system, inbound liter can put resources in the more popular style, not a large number of production, but because of insufficient quantity and loss.

The pre-sale or crowd raising mode can not only solve the problem of waste of design resources by gathering the long tail demand, but also explore the market and intuitively understand the needs of users. After all, it is impossible to sell every product, but the cost of developing a new product is very high and the cycle is long. C2B helps solve the problem of ineffective development.

With the maturity of the team of non heritage successors, several apprentices of the fourth generation of He Kaiying, the master of the inner generation, have been learning to become a disciple. They have become the backbone in their respective fields of technology. Every Sunday, the three story studio of the general store has a technician "sitting in the hall" to provide customers with advanced customization services.

For the custom business, Cheng Xu added that in order to ensure the accuracy of the measurement results, the newly purchased 3D foot type measuring instrument was newly purchased, and the customer foot type files were restored by technical means, and the CRM system was bound to further correct the accuracy of the "carry on".

At present, the production and marketing strength of the inner League has reached the level of a series of development and listing. "Now we are not a development, but a category push.

It doesn't matter if a shoe sells badly. There are other shoes in the whole category. "

Cheng Xu said that the theme of the series of interior liter shoes is most popular, including the "flower visiting" series developed with Taobao Taobao, and the upcoming Disney series.

Cooperation with Disney's IP has brought strong confidence to the league. At present, internal League is negotiating with ALI fish to find other quality brands that can be combined marketing.

"Disney is just a family. Ali fish has N well-known IP companies both inside and outside the country."

Cheng Xu said that after the listing of the Disney series, how much improvement can be brought to the company's performance, there is no way to assert it now, but the cooperation itself can expand more resources and break through the original design bottleneck.

He said that in the future, it will continue to cooperate with IP, which is suitable for its own tunability and high degree of consumer acceptance. Combined with different time and promotion strategies, a series of series of push will make the market breadth of the internal League more open.

"3 years with 300% rapid growth."

In an interview two years ago, Cheng Xu told reporters that the test results of the electricity supplier were unexpected.

In the past two years, although the growth of the internal garment industry has been slowed down by the market downturn of the entire retail apparel industry, it still ranks the leading position in the domestic shoe industry. The growth rate of online business has always been over 50%. In 2015, the scale of online business sales was 26 million yuan, ranking the first among Tmall hand-made cloth shoes category.

Breaking through the barriers of history, inner League has also found a new way of running.