Chinese Traditional Handmade Cloth Shoes Join The Streets To Play "Flash" Old Brand Tide Card.

At present, with more and more brands coming out of the flash shop, the traditional culture brand and the time-honored brand are also trying boldly under the impetus of the new retail trend.

Recently, a 165 year old old brand interior raised a huge "shoe box" in the square of Sanlitun's Taigu district. On display, more than 100 pairs of fancy shoes were on display in the form of flash shops. Sanlitun, from the boots to the tide shoes, is now innovating to achieve "age reduction" and constantly integrate into the lives of young people.

Hundred years old shop is "Youth"

As we all know, Sanlitun, as the fashionable landmark of Beijing, whether it is the international tide shop or the latest black technology product release, will take it as the first stop of the brand roadshow.

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The theme is "the tide of the Republic of China". It originated from the first prize of two domestic shoe exhibitions and the shoe shoes awarded by the government at that time in 1918.

At that time, the first wave of shoe store in the Republic of China was announced.

In the past 100 years, not only the great changes of society, but also the cognition of clothing and shoes has changed greatly.

Walk into more than 100 square meters of flash shop, the inbound non heritage inheritor is showing the shoe making skills at the scene.

Rubbing hemp rope, hammering sole and measuring feet.

Sitting on the floor demonstrates the secrets of the shoes on the bottom of a thousand layers, while explaining the secrets of them, the audience can also experience them personally and feel the difficulty and pleasure of making shoes by hand.

In fact, in the retail industry, especially in the fashion industry, flash is no longer a new word. Flash shop has been defined as a new form of creative marketing mode combined with retail stores.

In the industry's words, the flash shop is a brand guerrilla shop (GuerrillaStore) that does not stay in the same place. It refers to temporary shops in commercial developed areas, where retailers can sell their brands in a relatively short period of time (a few weeks), and catch some seasonal consumers in the English language.

The reason why this format is called the name is largely due to the way it operates, often without prior publicity, when shops suddenly sprang up somewhere in the street, attracting consumers quickly, and running away for a short time.

The reporter saw in the intranet flash store that apart from craftsman Shifu and customer interaction experience exhibition area, the product exhibition area is also very eye catching. It is divided into three themes: one hundred years of classics, cultural creation and fashion.

It is noteworthy that the 4 masters who are in turn in the flash shop are young faces. Almost all of them are post-80s. They are the "new craftsmen regiment" built by the inner League. They not only have good skills, but also keep up with the fashion frontier.

In the flash shop, there are post-80s "new craftsmen" to make demonstration and consumer interaction experience at different times, and provide private customized services at the scene.

In addition, the photo wall in the flash shop has restored the development process of the inner League. As with many old brands, today's inner League rise has been quite different from the beginning of the brand building. Although the handmade cloth shoes are no longer the mainstream of the market, the inner League has never given up, in addition to sticking to the "thousand level floor" of the national intangible cultural heritage.

Besides "making skills", it is also hoped that through the continuous innovation of products and business, people will return to their lives and deserve the title of "the first Chinese cloth shoes".

As for the flash shop location in Sanlitun, Cheng Laixiang, the chairman of internal Union, said that the main customers of the shop were tourists and old customers for many years.

Sanlitun is gathering the trend of young people in Beijing to achieve differential attraction flow.

From "boots" to "tide shoes"

"The top of the horse is the source, and the foot is connected with the inner League, wearing Rui Xiang Xiang, the waist is tied four big Heng."

An old Beijing ballad reflects the status of the old shop in the hearts of the people.

It was created in 1853 (three years of the Qing Xianfeng), which was made for the imperial relatives and military officers of the Qing Dynasty in the late Qing Dynasty.

"High quality.

More than 100 years later, the inner League is still working hard.

Following the trend, the old brand has achieved "age reduction" through inheritance and innovation, and has successfully pformed its products from "boots" to "tide shoes".

According to relevant reports, since 2015, cartoon characters, popular expression packs and all kinds of film and television IP have emerged in the interior of the thousand layered shoes.

In July 2016, the two women's shoes of big fish Begonia sold less than 18 hours, and 300 pairs sold out.

Although the IP fever will dissipate over time, the IP will be updated and listed in the four seasons.

These products have not only broken through the original design bottlenecks, but also expanded the consumer groups, breaking the impression that brands are "middle-aged and old cloth shoes" and gaining more market recognition.

Moreover, in addition to innovating the product itself, it also actively changed the marketing mode and opened up sales channels.

Use the Internet to build up effective connections and communication with users.

In an interview, the reporter learned that, in 2010, the internal League began to exert the power of the Internet, and layout the operation of the electricity supplier: open shop in Taobao and Tmall, operate independently, release new products, attract young consumers, and authorize some online shops such as Jingdong and Dangdang to sell their products.

The new business philosophy has brought considerable profits to the league.

According to the relevant responsible person, from 2010 to now, the annual sales volume of internal League has maintained steady growth, with annual sales averaging about 100 million yuan.

In addition, internal League is also trying to provide "

"Shoes" and "designer customization" services, customers can be "

"The zone chooses patterns and styles online, and even submits patterns, characters and even their own heads, so that factories can customize them.

And after a series of efforts, the internal League has become the most dynamic and time-honored brand.

One of the brand representatives, and is getting more and more.

Popular pursuit.

Famous photographer Chen Man, fashion dealer Han Huo Huo, left bank Xiao also helped call during the activities.

Cheng Xu, deputy general manager of internal Union, also publicly expressed the hope that through the Sanlitun flash activities, people will be subverted with the stereotype of old people, shops and products.

It is reported that although the internal express store only has 10 days to open, it is possible for Sanlitun to open a long-term shop in the future, so that the old Oriental skills can be integrated into the trend of fashion.