Leap Shoes: old domestics can also sell new ideas [i horse REVIEW] For most domestic products, the new brand and the impact of foreign brands so that they can be sustained in the last century did the scenery, transfer and channel consumer interest determinism that they once caught in the dilemma of famous immeasurable. However, in the face of the impact of the time, they still have a chance. After the channel era shoes, by virtue of the advantages of online information, the sale of culture has become a 'new domestics sell' new ideas. Author: 余妙玉 Remember leap shoes of the 1960s and 1970s it leap shoes was born in 1959, its predecessor was a factory in Shanghai shoes?. The shoes of a plant, the predecessor of Shanghai, is a large rubber Cui Fu Fu Chong-run factories, has a Shanghai native is still habitually called for the big leap shoes produced Fu rubber factory.
The first-year leap founded on production 1.616 million pairs of shoes, shoe sole consists of two parts, bulk density below the top, so the style by the end of the decision, but can not be too loose on the bottom, so the style is limited. New Leap in the practice of the process change. While the upper material is the same, but now it is a big bottom plus a midsole, and midsole flexibility to adjust. You can change the thickness of the midsole material, tightness, so it is easy to develop new models.
A different process is that the old models are the final steps into the shoes of all the material in high-temperature furnaces were put together, because it is machine-sewn, so the seam side of the cloth and rubber gum to remove excess was not clean. The final step is the new human-controlled sewing cloth and rubber surface details handled better, more refined. Of course, different processes, the cost will naturally be different. Cost classic example, the old cost about 20 yuan, the new costs about 25 yuan. Therefore, the market price leap shoes are easily calculated. General leap shoes factory price is about the cost price plus five yuan, the market price is the cost price plus 10 yuan. In addition to the classic, leap shoes sales agents are used to refer to other styles is a modified version. Improved version of the price range of the span is not large, mostly in the 70 to 98 yuan and 128 yuan this two tranches. Footwear Health and Long took over after leap, and now after another has developed a modified version of about 100 models, overseas leap it has been close to 200 models of shoes. Now factories and raw SHOES cooperation, making traditional models of two factories in Shanghai, improved models of the two or three plants concentrated in Shandong Qingdao area. And according to the models, the domestic and overseas leap leap 40% of design styles are the same, the prototype can not exist without the appearance of the original qualities leap shoes. Tanami is a leap shoes distributor in Shanghai, he leaps from the past few years of experience in sales of shoes found leap shoes are not selling it several specific calculation, there are 50 variety is popular year round. 'But too many styles, stocking has become a more important thing. Traditional models of shoes, no matter when and where the code numbers are relatively homogeneous, for the manufacturer, the traditional low cost money, piled up in warehouses there will not be a big loss, while other models corresponding higher cost, in terms of stocking will be more attention to specific sales situation. 'Tanami said. Like back to power, Seagull camera, permanent, and so on, these are the last century thirty or forty years of brand founder. However, most domestic brands now still in the continuation of the previous sales model - distribution system, in each region were selling goods terminal by distribution agents. Leap shoes are no exception. Leap shoe sales in the country is relying on agents to complete, and a large area in the form of proxy presented. Beijing, Tianjin, Hebei area is a large area, Guangzhou, Shenzhen as a region, Jiangsu, Zhejiang to a zone.
The overall figure, leap shoes agents in the country has more than 20. Sales of domestic electricity supplier plight leap shoes traditional market pattern, since the manufacturers pay more attention to this area of Jiangsu, Zhejiang market, so Tanami also responsible for collecting consumer feedback, a modified version of the models used to design reference. But in spite of Jiangsu, Zhejiang leap shoes city, but in terms of volume, the Beijing-Tianjin-Tangshan area is still ranked first, Jiangsu, Zhejiang and only third. And this number and they are related to the different sales approach. Beijing-Tianjin-Tangshan region is taking the wholesale route, mostly in the city has a large wholesale stalls, as long as the batch is large enough, they will sell. Jiangsu, Zhejiang and go is retail the road. Tanami where Jiangsu, Zhejiang region, a total of more than 20 stores, including 11 stores in Shanghai, and the rest distributed in Nanjing, Yuyao, and other places, sales of Shanghai region more stable. Tanami every day received a lot of requirements to join the distributors telephone, but he developed very cautious distributors, sellers of businesses because most pure, just fancy shoes leap of low cost, they simply do not shop for the brand, or that the main selling leap. Most of them are just selling shoes. 'Although the retail distribution methods, no high-Tianjin-Tangshan sales that area, but in the long term, but higher retail profits.' Tanami said. Consumption in Shanghai shop home crowd, some in Hong Kong, Taiwan tourists, their number is not particularly large, but each purchase will be a lot of shoes. Tanami think, it is because it is retail, so consumers leap in the shoes of choice and their choice of guests is actually mutual. I would like to leap shoes, and home purchases, in addition to part of the Hong Kong and Taiwan, from the age point of view, are young people. The older, not the pursuit of fashion or no nostalgia people into the store is also just walk around most of it away. Speaking before the leap shoes stocking program. To develop new models, the students developed SHOES each new shoes will be asked about the situation nationwide distributor sales, they will be based on the distributor's sales total, plus more than 20% of the flow amount, to develop production plans leap shoes. For example, assume that a distributor is expected to sell for a year, 10,000 pairs of styles, so the factory will produce 10,000 pairs plus 20% of the amount, that is 12,000 pairs. Of which 10,000 pairs are used to provide to distributors, and 2000 pairs is used to adjust inventory. Shoes and other products, leap shoes belonging to three quarters of shoes, suitable for winter wear. So it's very clear sales season is winter. Tanami said: 'The usual winter stocking stocking is three to five times now to October, approaching winter, usually ordered 5000 pairs of shoes, 1,500 pairs may only carry around..' In terms of style, because of the different seasons, Consumer-owned different regions will be increased or decreased according to the corresponding sales. In Jiangsu, Zhejiang, for example, 60% leap shoes by retail sales, 20 percent are purchasing groups, such as martial arts school, training school group purchasing. And 20% are similar to the activities of the various specific theme customization, such as games, organizers might have to customize the shoes with a specific symbol. In 60% of the retail them, the proportion of e-commerce is not high. Leap shoe itself is taking the distribution system, there are two network of distributors, are in the Lynx shop, one in Shanghai and one in Tianjin. Despite being the only authorized online retailers, but they are not leap to open flagship store. This is a very real problem to say that the leap shoes and some other domestic e-commerce business as in the presence of: insufficient SKU number. Leap shoes domestic funds a total of 60 to 100 sections type, only the traditional models is that no matter when and where yardage all here, warehouse inventory sufficient. Any other time may have in stock but 50 balance. This has resulted in this SKU do enough to support a leap only sell shoes online store. So leap shoes Lynx dealer opened two shops selling not only leap, also sold back shoes, but the Lynx shop sales leap shoes are also more than 40 yuan price. Tanami bazaar shop opened, 70 percent of customers are not asking direct orders, he also temporarily put it only as a network of sales window. Shoe itself is not worth the money, added only valuable Tanami opened a Taobao mart store, called CM domestics, his owner to sell Taobao Marketplace leap, incidentally, will sell Shu dragon and back of other brands of shoes. In order to distinguish the product Lynx shop, shops to sell his shoes are not discounted, the main selling custom models.
Tanami had an account balance, Jiangsu, Zhejiang and this belt, good sales, that is, the 11 stores in Shanghai. Sales accounted for 20% of his usual activities of procurement, shoes itself to 30% off the sale price, but mostly in the customization costs $ 10 and above. This is the Tanami said, in fact, the shoe itself is not valuable, valuable is the added value of the brand is one of them. If the district sold separately online and offline, Tanami offline promotion and public relations firms most relevant, is a professional to do event planning company. These companies have done it is in the planning of the whole theme activities, leap shoes brand appearances include venues, fashion, shoes and other content planning in. On the contrary, it is the promotion of online complex and monotonous. The complex is to take advantage of each platform, including watercress, microblogging, blog, SNS roadside and other gathering places. Monotonous that he has taken small activities are subject type, for example to the store to shop kitten pictures. 'After about domestic heat, many young people find wearing domestics will look a little different, especially wind fantasy wigs a lot of bands or small groups of civil leap shoes special love.' Tanami said on Taobao shop selling the best market, in addition to outside leap shoes classic models, custom models are also very popular. Every day about 3 to 5 single business, mostly without direct orders of the inquiry, the so Tanami management is very easy, as long as the back orders to warehouse people, even complete package shipped out. So now three diamond shop, he did not Xianlei, he said that four drill will hire a person to manage, because the potential market is large stores. Price leap shoe itself is 35 to 128 yuan, while custom models Tanami market price of about 60 yuan store, hand-painted custom fee is between 60 to 440 yuan float. The floating price is based on the complexity of the guests of the selected pattern to set. Guests choose a pattern assume a fee of 180 yuan hand-painted, then add $ 60 shoe itself, the price of these shoes is 240 yuan. In the entire store sales statistics can know, the lowest market store customer price is 100 yuan, hand-painted models are between 120 to 260 yuan to float more around $ 200. Tanami explained that because people in his shop rarely buy only buy a pair, so the customer price will be slightly higher this. Tanami has a team of about 10 people hand-painted, responsible for undertaking the custom needs of the guests. Pigments they use, a propylene, a textile fiber dyes. Propylene even harder, there will be three-dimensional look for simple logo and fonts, while the textile fiber dye is suitable for more complex picture. Tanami painted model shop now has more than 1000 models, with his albums have over 700 patterns for customers to choose. When the online sale, he would tell consumers in advance, hand-painted models need 7 to 10 days to arrive, which is 7 to 10 days to hand-drawn author's time. This author personally every time to draw custom painted design process, the higher the cost.
Tanami had considered using high-volume production printing with a pattern, but the shoes are not a plane, it is difficult to print. If you click on the unfinished fabric, and then cut produce it, which was to have been implicated and factories, and factories will have to produce large quantities of orders, easily thousands of pairs, is not suitable for custom models of marketing ideas. Tanami introduction, each pair of hand-painted shoes, hand-painted author fees paid 100 to 120 yuan. Leap custom shoes price is very transparent. Fortunately custom models online selling very well, so Tanami think the network taking the high road is the best way to custom brand value leap to. His shop taking the high road, and SF, but also to separate the same day the cat to distributors area. In Jiangsu, Zhejiang, the annual sales of about 500 million, there are only 4 million yuan Shanghai. This is the Tanami currently can think of 'new domestics sell' the only commercial route.