Li Wenbin, Founder Of Taihe Source: Must Be A Century Old Shop.

In 2006, Li Wenbin made a behavior that people in the industry did not dare to do. Taihe began to advertise on CCTV.

The move also brought a large number of orders for Taihe source.

He recalled: "there was also some money on the hand. In CCTV advertising 15 seconds to 4 million a month, general.

They dare not.

Later, the advertising effect was particularly good and the business was busy.

Tasting the effect brought by the advertisement to Taihe's brand business. Later, Taihe source carved the CD-ROM picture into CD-ROM to play in the shops.

"After several years, the TV stations contacted us to advertise.

We are already saturated. We must ensure that the number of shops in different cities can not compete inside. "

Li Wenbin said.

Li Wenbin and his son

Data show that Taihe source is old Beijing.

In 2015, it sold nearly 1 billion yuan and owned more than 4000 offline stores.

And its creation time is only ten years.

In the view of founder Li Wenbin, Taihe source must make the global market.

First of all, Taihe source should be a hundred years' enterprise, and will take the opportunity to meet the needs of the domestic market.

"A hundred years' business is not to be said, but to be produced.

First of all, the domestic market should become the leader, then the capital and strength will expand to foreign countries.

Million yuan to test the water shoes industry

In 2001, Li Wenbin went to sea from a state-owned construction company.

When the real estate industry started to thrive, he began to think about the future development trend of the industry.

Li Wenbin, who likes watching news events at present, thinks that we should keep pace with the times.

In order to find the industry that could be passed down, he came to Beijing alone.

It has many hundred years of enterprise, 100 years of brand and hundred years old brand, which also inspired Li Wenbin to have a hundred years old brand dream.

"At that time, I was going to spend a lot of money to buy an old brand, but I think there might be a lot of burden after buying it, and some businesses are not willing to sell it."

Li Wenbin introduced to reporters.

Li Wenbin's nephew found him when he was not determined to cross any line.

In the conversation of the two, there was the prototype of Taihe source.

In December 2004, the company began to build.

Li Wenbin holds the attitude of trying to see, the first phase stake 3 million yuan, accounting for 60% of the shares, become the major shareholder of the company.

In 2012, after Li Wenbin's nephew withdrew, he began to fully control the development of the company.

Since then, in addition to real estate, the shoe industry has become a part of its business community.

According to introducing, Taihe source old Beijing cloth shoes first shop business is not satisfactory, so in the second shops site selection, in the business atmosphere is relatively strong area, the two are close to one kilometer.

Li Wenbin explained to reporters: "at that time, Beijing cloth shoes had a very deep reputation in the hearts of ordinary people. After entering the industry, we learned that there are more than ten old brands in Beijing, including more than 100 years old brands, but their business models are still conservative."

After opening second stores, business began to grow and they opened third stores.

At that time, some people had been attracted to do distribution, Li Wenbin considered the time has matured.

He said, "when we do wholesale business, we wonder if we can make our own cloth shoes. In 2004, we announced the registration of Taihe source brand.

After brand registration, it will take 6 months to use it. "

Based on the establishment of the brand, a new company was established a year later, and warehouses were set up in Chongqing, Tianjin, Xi'an, Taiyuan, Xinjiang, Qinghai and Changchun.

And in second years, in Zhengzhou, Inner Mongolia, Wuhan and other places to set up branches, brand album, store image and so on.

From the cloth shoes at that time

Look, there are quite a hundred brands all over the country, but the brand self-protection consciousness is also very strong.

Take an old brand in Beijing as an example, these old brands have strong sense of "site", and so do they in shopping malls.

Geographically, these old brands are mainly concentrated in Beijing and Tianjin. In order to avoid competition, Taihe source began to cut into the mass market from the provincial level cities.

"Cloth shoes will not be eliminated, just keep pace with the times.

People always wear shoes and see what kind of shoes they wear.

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Online and offline efforts to dominate the market

In 2006, Li Wenbin did an act that a person in the industry didn't dare to do, and Tai He began to advertise on the CCTV.

The move also brought a large number of orders for Taihe source.

He recalled: "there were some money on the hand. In CCTV advertising 15 seconds to 4 million a month, the general brand dare not.

Later, the advertising effect was particularly good and the business was busy.

Tasting the effect brought by the advertisement to Taihe's brand business. Later, Taihe source carved the CD-ROM picture into CD-ROM to play in the shops.

"After several years, the TV stations contacted us to advertise.

We are already saturated. We must ensure that the number of shops in different cities can not compete inside. "

Li Wenbin said.

In 2008, Taihe source already had 3 hundred million sales, and there was a production base around Beijing, but it could not satisfy the market demand.

It is understood that when Taihe source shops are opened in major cities, companies must go to see and confirm the agreement before signing the agreement.

"There are many requirements, the distance between shops and shops, the size of storefronts, the degree of decoration and the degree of cooperation. There are detailed rules and regulations. People haven't opened stores. They are taught by our hands."

Li Wenbin told reporters that Taihe source must become a century old shop, and such ambitious ambition must be done.

According to the introduction, there are different styles of cloth shoes in the national stores, and different design teams are divided. The product lines of each province are also different, and the products will be produced according to the local climatic characteristics.

In view of the mismatch between the market and storage points, Li Wenbin stated: "we first set up production and storage bases in Xinjiang, Gansu and other regions, and then set up production and storage bases in Shaanxi, Inner Mongolia and East three provinces, according to the sales performance, and set up production bases with good operating conditions."

In 2013, Taihe source opened Tmall flagship store.

The operator of Taihe source told reporters that at present, in order to take account of the development of online and offline industries, it is necessary to differentiate them from the product line, such as online operation, and covering a large number of people. After sales exceed the line, the line will be the existence of online experience shop.

Although not for cloth shoes, Li Wenbin has always had a dream of 100 years old brand.

He, who is 52 years old, has not yet given up this idea.