The 165 Year Old Inner League Has A Heart That Wants To Be A Centenary Card.

If you think of the centenary brand of China, what keywords will you associate with it? Is it hanging on the ground or on the high side?

The inner League is 165 years old. Its main store is located near the front gate of Beijing, and the four tier ancient style architecture is dignified and dignified.

This tourist street is filled with rows of old shops: intranet, Tongrentang, Zhang Yiyuan, and so on.

Among young people, there are more and more savour of Beijing culture.

Liansheng, taking advantage of the official business and moving smoothly.

Inlining rose from the production of boots, and made boots for Li Hongzhang, Zeng Guofan, Pu Yi and so on. At that time, it was a symbol of status and status.

But then the court was gone.

No more.

In the Republic of China in 1918, the inner League was forced to pform, and the shoes of thousand layers of shoes replaced the North Korean boots and became popular trends rapidly.

However, with the pformation of the shoe and private shops into public ownership, the customers are pformed from the official dignitaries to the general public.

Until the withdrawal of state assets in 2001, the internal alliance became a truly pure private enterprise.

The development of a brand with the continuous evolution of the social process, from the boots to cloth shoes is the best evidence.

Looking at the world's "time-honored brand", Louis Weedon (LV) was founded in 1854, initially providing handbags for royal members. Ba Baoli (Burberry) was founded in 1856 and initially provided windbreaker for the British aristocracy.

Now they are pformed into global luxury goods.

In this era of pursuit of individuation and fashion, how to draw close distance between Young League users and young users, and how to innovate while maintaining cultural connotations, has become a proposition for this generation of insiders.

In August 2018, the inner League and the urban aesthetics convergence platform held a Major in Sanlitun for a wave of shoes.

There is no shortage of international fashion brands in Sanlitun where the tide is converging.

On the same day, there were an endless stream of customers, and about 10 thousand people came to enjoy the fashionable cloth shoes.

Behind the scenes trader is Cheng Xu, a deputy general manager of internal League, a post-80 generation.

During his college years, he majored in marketing, and his graduation thesis was about the development of the brand.

In 2008, he joined the League to assist father Cheng Laixiang in management and assistant general manager.

At that time, Cheng Xu had the courage of the newborn calf.

The League staff is too old to introduce more young people.

Understand the importance of information system to an enterprise, and develop ERP system in the same year.

From the needs of the project, starting, testing, and then on-line.

"Nothing is particularly easy in the meantime."

Cheng Xu summed it up in a short sentence.

The company has strict process standards, and the products are mainly comfortable.

Besides, handmade and intangible cultural heritages have added cultural attributes.

The four main categories are:

Handmade leather shoes, cold sticky cloth shoes, cold sticky shoes, of which the sales of handmade cloth shoes accounted for 60%.

In the past three years, the overall sales volume of internal League has been relatively stable, basically 8000-9000 yuan per year.

According to Cheng Xu, online sales account for 40% of the total sales.

Tmall, Jingdong,

Sales accounted for 60%, 30% and 10% respectively on line.

In terms of offline channels, there are only 4 direct outlets in the country, all in Beijing, namely, the grand barrier shop, the Wangfujing store in Donghua, the Fuli City store in Shuangjing, the East Fourth South Street store, and there are about 80 distribution channels nationwide.

Different operation strategies are tailored to different channels.

Online will generally adopt the form of crowd raising and pre-sale.

Most of the new products are sold offline, so that users can get the first time in the first time.

Cheng Xu introduced, in the shop strategy, the internal League does not need to expand blindly.

The influence of Chinese brand names is the strongest in the local area, so the first choice is to cultivate local customers.

The old character has a certain cultural attribute, so the number of customers is not much, but the loyalty is high.

"If you open a shop again, the main purpose is not sales, but the output of brand image and the management of different markets.

In the face of different levels of market, we need to design different product levels, otherwise we will fall into the trap of homogenization and make customers tired.

The white lovers, emerging in Japan in 80s, have been subdivided and clear in product design. The original factory is limited (factory), the local limit (Otaru city), the road is limited (Hokkaido), Japan's domestic and overseas exports, and different formulations and technology standards are adopted.

Chen Xu said.

In addition to improving the existing channels and enterprises' informatization, one of the most important tasks of inner League is how to reach more young customers by adjusting products.

Cheng Xu also worried that if young people did not wear cloth shoes, when young people were old, they would buy them again.

Do you?

In addition to the first mention of the wave shoes flash shop, Intranet has launched a series of 80 series of articles in recent years.

The cooperation between inl and many brands began at Disney.

As early as 2015, before the opening of Disney Park in Shanghai, it hoped to cooperate with Chinese traditional cultural symbols.

So Princess Disney and Mickey fashion shoes began to enter the customer's vision.

At the same time, at the same time, in the Ali market department under the line, internal League and the Imperial Palace Taobao cooperation.

Then, when the movie "big fish Begonia" was released in 2016, it launched a series of cloth shoes with the same name. The strong Chinese style design made it become a "net red" quickly, and sold more than 400 thousand yuan in just two weeks.

This year, the most outstanding sales is the custom cooperation with the Qing palace drama such as Yi Chuan, such as the cherry blossoms and the orchids of highland.

With each other's brand effect, the pmission effect is further amplified.

How to choose IP, Cheng Xu has a set of his own mentality: film and television works, generally have the way of cooperation in embedded and authorized derivatives, considering their best choice.

Secondly, choosing different IP will consider the matching degree between IP audience and inbound customer group, so as to improve customer structure.

Cheng Xu, for example, the crowd behind different IP: the audience of Disney is a young and fashionable woman who makes up for the lack of women in the league and the fashion market. The the Imperial Palace Taobao is aimed at college students and young people in literature and art. "Big fish Begonia" is aimed at customers who are deeply fond of the Chinese wind; the angry birds and the long grass group are aimed at mothers and infants and children; people like "Yi Chuan" are mostly dramas, and they like Chinese style shoes.

In addition, the company also plans to establish a sub brand "big internal lift", and promote the promotion of the brand name, Limited sales and joint name.

How to understand the introduction of big intranet, Cheng Xu, to euro billion, will create a brand of lifestyle that belongs exclusively to young people, face fashion groups interested in Chinese culture, develop shoes and T-shirts,

Flat hat, socks and other products based on life attitude.

At home and abroad

Designers work together with fashion artists and Top brands of different brands.

Cheng Xu's expectation for internal League promotion is: "no matter whether the brand of Levi's, Tissot, or Coca-Cola or Disney, which was born in the same year, it has never been abandoned by young people, leading people to move forward in a specific spirit, good value or way of life. This is the way a hundred years' brand should look.

Back to the most original, we hope that the inner League will become a centennial tide from the century old shop.