When it comes to shoe stores, we are no strangers.
The area of tens of square meters is scattered in the mouth of the old alleys under the sycamore tree in Shanghai. The stars are densely covered. This type of shop generally has a couple, Luo Luo, men mending, women Zhang Luo. The impression of the shoe store is only a chain operation, or the couple are on top of it, and the “precision workshop” can not match.
But there is such a company that relies on the small shoe store to grow and develop – Shanghai Leather Shoes Factory. In the 22nd year of the Republic of China, the founder Huang Shixiao went from a layman to the first Shanghai store, which was the first shop and the factory. After more than half a century of hard work, from six or seven employees to leather shoes stores all over the country; to the 21st century, Shanghai The shoe factory has factories in Shanghai, Jiangsu and Zhejiang, and its shoe stores are located in more than 20 provinces, municipalities and autonomous regions.
In recent years, the physical shoes industry has suffered from the impact of e-commerce. Shanghai leather shoes factory is also facing a huge test. The original factory orders are blocked. How do thousands of workers on the production line do? The original store has superior terrain and rents. What should I do if I can’t go high? Foreign tide shoes brands flock to and fight, buy more, buy cheap shoes, how can a huge factory be innovative?
The road still has to go, the shoes still have to wear
“The road still has to go, the shoes still have to wear. This is a hard demand, but the style of wearing has changed, the shoes are still just needed, but the pattern has changed.” Zhang Jianyong is not tall, usually loves to wear a white shirt. Speaking clean and concise, very professional.
Chatting with Zhang Jianyong is like taking a history book of the shoe industry, which is reasonable and has the rigorous look of a scientific worker. What is the brand of Shanghai Leather Shoes Factory? As the director of Shanghai Leather Shoes Factory, this is the problem that Zhang Jianyong has to think about every day. The traditional corporate crisis has always been; in his view, shoemaking enterprises are no longer simple machine models. Forming, each pair of shoes is a work of art created by the designer, professional shoe master is to continue the life of these shoes, let it wear full of spirit.
It is not difficult to do big things. The hard part is that profitability continues to increase. When the mobile Internet arrived, Shanghai Leather Shoes Factory tried to embrace the Internet for the first time, opened an online store, and all major dealers have their own WeChat mall, but they always feel that they can’t keep up with the rhythm of the Internet, one online shop, one meeting 020, one Internet +, there will be an event marketing for a while, it should be overwhelmed.
It coincides with the application of the old Chinese brand in 2015 by Shanghai Leather Shoes Factory. By looking for the documents of the Republic of China left by the Shanghai Leather Shoes Factory, Zhang Jianyong began to study the business model at the beginning of the business; in 1933, the Shanghai Leather Shoes Factory took the sale and repair, came to shop, The former store and the factory model, the first half is the storefront, mainly used for display and sales, to receive customers; the latter half of the black silk factory, the craftsman is processing inside. Most of the guests are on the store. The shoemakers complete a pair of shoes according to the guest’s foot-painting molds, leather materials, and plate-making. Due to the simple machine, a pair of shoes is about a week old.
This gave him a great inspiration: in the moment, it is too difficult to wear a pair of suitable shoes. In today’s shoe market, many shoe products have sacrificed many necessary factors for shoemaking in order to achieve the goal of low-cost sales. The physical wear resistance coefficient and anti-skid coefficient of the shoes are not up to standard at all, and the result of these “inferior shoes” is that the shoes and the feet are not fixed firmly, and the risk factor of a pair of inferior shoes is no less than that of high heels, which also brings many Older people have slipped accidents frequently. Consumers do not understand, but only pay attention to the beautiful styles and pictures taken online.
With the large number of Chinese consumers traveling abroad, the consumption market of Chinese luxury shoes and apparels is growing at an alarming rate. The previously unattainable niche luxury market is gradually growing into a huge market; For example, clothing customization has spawned many of the above-designed offline chain brands, but there is still no professional brand that effectively solves the luxury handmade shoes customization in China. Even in first-tier cities such as Shanghai, only a few shoemakers with manual experience open. The shoe workshop, the charge for each pair of shoes, ranging from 4,000 yuan to 15,000 yuan, high-end custom shoes have become a huge gold mine.
In the 1980s and 1990s, Shanghai Leather Shoes Factory had a lot of good craftsmen, and then slowly turned into production lines. The machines made shoes more efficient and cost less, leaving a group of shoemakers, and no good craftsmanship. In two months, several master-class “old” shoemakers were reunited together. The horns had been white hair. First, a burst of Shanghainese, followed by a few old guys started to be as passionate as they were when they were young.
Let the shoemaker inherit and let the brand spread
Everything needed in life was once in front of the house. The days were direct and fresh, with the warmth of the palms. People at that time treated each other with love and heart.
To wear a pair of comfortable, well-fitting shoes, in addition to the material points, but also the exquisite hand-sewn to grasp the details of the control, the temperature of the hand-made shoes and the mood of the shoes, also in these processes One by one.
Here, making a pair of hand-made shoes has become the highest requirement for the shoemakers of the Shanghai Leather Shoes Factory to experience the comfort of the wearer.
The newly-built Shanghai Leather Shoes Factory has a total of 200 square meters in a hand-made workshop, which is covered with various leather materials and shoe-making equipment. There, every piece of leather shoes, every process must go through a strict process; the process begins with the amount of foot, relying on the offline “Niu Tou” and “Hua Pai” stores to collect customer data, guests can choose leather, color, Pattern; the shoes here are called Goodyear shoes from Shanghai.
After determining the demand, the next three major processes are “playing, helping and forming”; the first step is “playing the board”. The first step is called the first step of making shoes. The key process of forming a pair of shoes is quite long. It is as rigorous as a mathematical formula, and it has to have the patience of slowly exploring the temperament. Based on the drawing design, the prototype of the shoe is made. The two-dimensional plane, which was originally only on the drawing, was full of three-dimensional in this process. The beginning of the game is not good, all the work behind can not make up, and now the board is often referred to as “shoe design.”
The only judgement of a pair of good shoes is the moment when the shoes are put on, the comfort that the shoes pass to the feet; these are deep bone marrow things for the old shoemakers and need not be emphasized. This time, the ancient classic shoe-making process once again returned to the stage, measuring the foot shape, making a personalized shoe-like shoe last, and through repeated trial-and-wear, modification, to make the final custom finished shoes.
In 2016, the hand-customized “Niu Tou” men’s shoes won the first place in the popular vote of the network, and it also strengthened the confidence of Shanghai Leather Shoes Factory to take the road of handcraft. With years of experience in shoemaking, it is incumbent upon us to join the private custom-made shoe.
Experience is the “spike” of physical stores to deal with rough sales on the line.
In 2017 and 2018, the footwear store suffered an unprecedented impact, Belle delisted, Daphne closed stores, and China has changed from one of the world’s largest footwear producers to the world’s largest consumer of footwear, while delivering a Signal, this generation of consumers is pursuing more of a personality, is a custom, is not the same high-end.
Shanghai Leather Shoes Factory “handmade custom shoes” is favored by many customers. Relying on the advantages of the original stores, a large number of customers come to the headquarters of handmade shoe workshops, custom-made shoes, all those who have been to the workshop will be deeply impressed. Impression: It is full of all kinds of high-end Goodyear leather shoes, all kinds of high-grade cowhide, crocodile skin and other fine leather materials. The old and old shoemakers are responsible for the shoe making process, and the young apprentices follow the teacher. The first-line learning of world-class “Goodyear” shoemaking technology, there are three processes to choose from in the foot of the measuring foot: advanced 3D intelligent measuring instrument allows users to clearly understand their foot data, young craftsmen Bringing intimate volumetric experience, the professional footwork of the masters of decades of service.
