To Be A ", Old Boots ", A Fashion Promotion In The League.

"The top of the horse is the source, and the foot is on the rise. It wears eight Daxiang and the waist is tied to four great powers". This is the standard of the upper class personages in the late Qing Dynasty and the Republic of China. In the old Beijing where "the master does not look at the shoes first," it has always been a symbol of status.

It was founded in three years of Qing Xianfeng (1853) and has a history of 165 years. In the first place, the "litters" were targeted at the consumer group, which served as the court boots for the imperial civil service ministers and even emperors. The revolution of 1911 overthrew the Qing Dynasty and changed the situation at any time. It was not until after the founding of new China in 1949 that the inner League gradually changed its business philosophy and explored the route of people to people.

With the development of the times, especially after the reform and opening up, great changes have taken place in the market. Although the internal lift is still playing the role of keeping the quality of each pair of shoes by more than 2100 needles manually, it has been neglected by the fashionable and fresh young people. Once located in the altar of Chinese footwear industry, it has been marginalized by the market, or even regarded as "handicraft".

Faced with the same high degree of innovation and conservative risk index, once in the Chinese shoes industry altars, it was decisive to change the strain, accompany the young people to get up together, and find a delicate balance between the tradition and the times. It can be said that it has brought a good rhythm to the old people in the predicament.

　　 The electricity supplier breaks the bureau to allocate 42 kilograms to realize the customer increment.

Over the past hundred years, many loyal old customers have been precipitated for the inner League. This part of the customers is a frequent visitor to the stores, and the demand is also a classic layer of love that is in love with the rise of the league. However, with the growth of the new generation, the growth of the future consumer market will come from 80, after 90 and 00. They grow up in the Internet age, and are keen to pursue fashion and trend. The company is faced with the problem of how to keep its old customers while achieving new customers, especially young customers. The electricity supplier has become the first choice for internal League.

In 2007, some of the dealers who had joined the company began selling on the Internet under the first Internet spring breeze. However, due to the limitations of cognition and management, the price of online and offline was chaotic, which caused a certain degree of overdraft to the brand. In 2011, with the establishment of the two major systems of ERP (Enterprise Resource Planning) and CRM (Customer Relationship Management), the company promoted the unified management of online and offline commodities, and officially entered the fast lane of the development of e-commerce.

Clayton Christensen, a Harvard Business School professor who devoted himself to innovative research, mentioned in the "destructive innovation theory" that when the industry giants face the challenge of disruptive innovators, the best way is to break up an independent company and let them develop with a pioneering mentality.

In line with the above theory, it is the establishment of an independent system that is determined to fight for the network battlefield. First, a special network marketing department was set up, and then a large scale of online distribution shop was authorized in the form of online store.

In September 2011, the first domestic shoe B2C online shopping platform was built. This point is more consistent with the innovative theory of Clayton and Christensen, because the self built online shopping platform does not extend the hundred years old brand name, but is named after Shangshang mall. The intranet made a clear distinction between the entity store customers and the online customers. The passenger flow, consumer structure and preferences of the store are relatively fixed, and the products are mainly classical ones. The online products are mostly for young people who are buying for themselves and for their elders. The product structure is based on the classic, and is dominated by fashion and fashion. In order to cater to the consumer demand of young consumers more frequently, online shopping mall strives to bring people a sense of ease and fashion.

After just three months on the line, shangershang city removed the rental server, with a start-up cost of less than 1000 yuan, and leveraged about 300000 of sales. In July 2014, it also won the title of "turn around beauty 10 strong case network business" set up by Ali Research Institute in the first quarter.

After the success of the test, the Internet will accelerate the layout of the network through the way of covering the whole network. In addition to the on-line Tmall flagship store, it has also been stationed in the three party B2C platform of Jingdong, Amazon, temple library and shop No. 1, and has cooperated with the public comment.

In addition to the supplement to the existing channels, the electricity supplier has also built a better interactive platform for consumers and consumers. Through micro-blog, WeChat and other platforms, the brand image has also been accelerated to spread. For many young people, it has become a fashionable brand of the Internet.

　　 "Three steps" strategy "veteran cadres" return to the fashion industry

In 2013, the internal League rose 60th anniversary. On the morning of September 12th, the head office of dhura Lane held a ceremony to thank him. In the evening of September 12th, through the exhibition of 2014 spring and summer shoes released by Gong Wang Fu in Beijing, the intranet officially announced the return of the brand to the fashion industry. With the double promotion of talents and ideas, the league has entered a new era of fashion.

Wise men should ride on their strength. The first step in the strategy of returning to fashion is to cooperate with the fashion and design industry innovation park of Beijing Institute Of Fashion Technology, which is based on the concept of "fashion, high-end and creative industries". Inner League has also become the first time-honored brand enterprise that has signed cooperation with professional fashion designers. As a result, the focus of internal League work has shifted to brand fashion, and the fashion transformation of product structure and brand image has changed the proportion of sales of 2/3 middle aged and 1/3 young people (under 35 years old).

Later, with the endorsement of the Centennial quality of its accumulated products, the inner League aims at the young market and catches up with it, and has selected a batch of super IP with its own large volume to cross the border.

At the beginning of 2016, Nei Lian and the Imperial Palace Taobao co operated the theme shoes for flower exploration.

In the same year, at the opening of Disney Park in Shanghai, Princess Disney and Mickey fashion shoes, which were authorized by the American Walt Disney Company, were officially met with Chinese consumers and worked with Disney.

In July 2016, while the movie "big fish Begonia" was on the way, the company launched a series of cloth shoes with the same name. The two women's shoes were sold less than 18 hours and 300 pairs sold out. Sales were over 400 thousand in the next two weeks.

Since then, angry birds, long grass and Yan Zi... More IP cooperation products are continuously generated.

Wine is also afraid of deep alley. Although many IP products once made the rise of internal League as the hottest "net red", the inner League still took advantage of the hot pursuit of iron and continued to increase its push and took part in exhibitions and activities at home and abroad.

In 2016, in the annual festival of Ali, it was unveiled with the time-honored brand such as "Da Xiang Cun", "Zhi Wei Guan" and "Guangzhou restaurant". It was first launched in a special edition of Taobao limited, featuring a limited edition of classic red cloth shoes specially designed for the year of monkey. The gold and red shoes are used to draw the characters of the Chinese and the monkey respectively. They are full of Chinese traditional flavor.

In 2016, inner League was invited to participate in the Eleventh China Beijing international cultural and creative industries exhibition held at the China International Exhibition Center. In addition, the theme pavilion was specially built, including the theme series of "big fish Begonia", "long grass" and "angry birds".

In 2017, the company displayed its products in the exhibition of "China time honored brand Internet + Expo" and the exhibition of "China time honored fashion and creativity competition". At the same time, it displayed the the Imperial Palace's flower series and the Dragon boots and boots of the association.

In the face of more than 00 generations who emphasize self-awareness after any generation, the centenary stores are trying to communicate with them in various ways. In 2017, the company launched the "walking power" brand promo. Alley, gate pier, tattoo and soda water, the little cloth shoe master is walking through the bustling bustle of imperial capital, trying to achieve empathy with those young people who are proud of the old Beijing. In August this year, the intranet rose in Taigu's flash shop and talked with the young people: the 4 "craftsmen" masters of the "new craftsmen regiment", who took the floor in the flash shop, took turns to sit in the hall every day, demonstrating the secrets of the tiptop cloth shoes while explaining the Secrets of them, so that the audience could feel the difficulty and pleasure of hand-made shoes.

Leveraging the North clothing innovation park to strengthen the supply side, connecting the popular IP to expand the popularity, pushing the online and offline depth, and promoting the three steps in the league, realizing the magnificent fashion turn.

　　 Continue to write "in the middle of the reserve" in the inheritance of innovation

There are two magic weapons for the rise of the inner League, one is quality and the other is service. It is a masterpiece that reflects the traditional service of the time-honored brand. It recorded the size of the shoes of the Royal noble, such as Li Hongzhang, governor of Guangdong and Guangxi, Liu Changyou, Yi Xin, and the last emperor Pu Yi. After liberation, he collected the detailed code of the central leaders who made the cloth shoes in the inner League. This is the first VIP customer archive in China's commercial history.

The transformation of information technology and the construction of the electricity supplier system have opened up the channels for the inner League. The inner League has been able to better write the new era's "Zhong Ji Bei".

The company upgraded the online and offline membership system to achieve efficient management of customer data with the help of ERP system. 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 your shoes.

The new version of "Erzhong Zhong Bao" has led to the discovery of a new world in advance. In 2013, intranet launched its first pre-sale trial on its own official website and launched over 20 pre-sale products. In the past, the development of new products would be faced with the risk of imbalance between supply and demand, and marginal benefits could not be predicted. The new version of "on the shelf" can directly understand the needs and requirements of customers, and solve the problem of ineffective development.

Cultivate the loyalty of the customers, understand the customers' consumption behavior, and provide more considerate and meticulous service for the customers. No matter a hundred years ago or today, the league has always maintained the biggest advantage beyond the quality.

Faced with the plight of the old times, it seems that they will ask themselves three questions, changing, and dare not. Changeless? After the collapse of the Qing Dynasty and the founding of new China, the internal League has faced such problems more than once, but every time they did not hesitate to make a choice, because they did not change. They dare not dare to do so. In the past more than 100 years, the quality and spirit of the generations inherited the accumulation of quality and spirit, and the inner League has strong self-confidence and unchanging strength.