The Momentum Of The 100 Years Old Promotion, Embracing The Marketing Strategy Of The Times.

In a rapidly changing era, a large number of traditional enterprises carrying centuries of history are pushed to the crossroads.

On the one hand, when we want to inherit culture and actively innovate and marginalized, how should we find a balance between them and return to the mainstream of the market?

When it has more than 160 years of history

The brand association rises to fade the appearance and form of the "ancestor", and hand in hand Disney, shifting the target consumer group to the handmade cloth shoes.

The tide maker has run a new speed in the hundred years of history.

The dilemma of brand in the past century

Founded in Qing Xianfeng three years (1853), founder Zhao Ting.

At first, the service crowd was "sedan chair" - the foreign car driver wore a pair of shoes made of internal litre, and the imperial civil and military officers wore the boots of the inner rise, even the last emperor of the Qing Dynasty sat on the throne hall, and wore the Dragon boots made of inward liters.

In that era, the promotion of identity symbolizes its target consumer group.

In the past, Wang Xie Tang's former swallow flew into the common people's home. Just like most of the old brands, with the change of times, the customer group of the inner rise has changed. The new products such as women's shoes, children's shoes, cloth sandals and so on have appeared in succession. However, in the face of western fashion favorites such as leather shoes, sports shoes and high-heeled shoes, the 100 year old "senior" inlined shoes, though exquisite in technology, are rather dull and are gradually becoming marginal products.

President Mao Zedong is in the League for shoes.

In the new era, this century old enterprise is pushed to the crossroads.

On the one hand, we should inherit culture and actively innovate on the one hand.

If we are complacent, fading out of history will be the end result, while the risk index of innovation and conservation is equally high.

How to find a balance between them is a major test for the inner league team.

Before 1978, the inner League rose.

A comprehensive youth strategy based on the Centennial Foundation

Under the constraints of production, technology and wear and collocation, the brand barrier constructed over the past 160 years has become the yoke of the development in the fast fashion era.

The traditional technology needs time. Fast fashion is the speed. Traditional cloth shoes from proofing to purchasing soles, and then to nano shoes and shoes, a pair of finished shoes need to go through more than 90 processes, the use of more than 40 kinds of tools to complete, is doomed to mass production, how does this 100 year old brand break?

Fashion Transformation: subversive innovation, then concentrate on the centenary culture.

After many heated discussions, the inner league team decided not to sacrifice the signature process. Therefore, "fashion integration based on classic technology" has become a definite pformation plan.

This is a story telling, a feeling of age, a brand with a story and fashion attitude, who doesn't love it?

The sole is still classic, but the vamp has been fashions improved.

For example, recently, the newly launched "top grade hand painted cloth shoes" is specially designed for the students who are going to take the college entrance examination, because the custom of ancient Chinese examinations for Wenchang Jun's luck is very popular. This product is suitable for the gift of luck mascot, which sells different meaning of "cloth shoes".

Previously, the company also held many new releases on the Internet, including Facebook, nationality, ink painting, wild and other theme products on T.

Thanks to the innovation and fashion design of the product, in the instant, more and more young people like or even obsessed with the rise of the league.

This has also made two major changes to its consumer groups: one is younger; the two is the increase of female users.

But fashion is like a pair of 10cm's high heels. It looks beautiful, but it's not easy to walk for a long time.

The way of fashion is not unimpeded.

In the process of fashion pformation, the inner League also expanded several categories of hand-made leather shoes, wedding shoes and so on.

In addition to the change of every detail, it is possible to "move the knife" on the original structure. For the hand-made footwear, with the introduction of new products, the requirements for the technological level are getting higher and higher, and the original technology can not meet the new design requirements.

Fashion pformation to a higher level: Leveraging IP and opening the market

This is a market that needs to be voiced, and the strength of the brand is the top priority.

After clarifying this point, the association tried to collaborate with independent young designers to take up the fashion magazines and the Shanghai show, and also collaborated with the "Internet red man" the Imperial Palace Taobao to launch the "exploration" series of cloth shoes.

In addition, this year, the League also reached cross-border cooperation with Disney.

This marks a further step in the fashion pformation of the league, and the market will be further opened.

A large proportion of Disney's consumer group is a 16-35 year old young woman with a princess dream. This is the market short board for internal League promotion, and the male population of old shoes is still relatively high. This cooperation can balance the relative short board of the inbound group in the past customer base.

And from the perspective of cost effectiveness, it is based on the development experience of the previous fashion shoes, and now it has been able to mature all kinds of new designs on the past vamp. This is very good for expanding cooperation. Disney series shoes hardly need to develop any new technology. It only needs to design the shoe upper, and put the upper sole of the fashionable shoes. The design will only take about 2 months to complete.

Cooperation with Disney's IP has given the inner League strong confidence that the cooperation itself can expand more resources and break through the original design bottlenecks.

At present, internal League is negotiating with ALI fish to find other quality brands that can be combined marketing.

"Disney is just a family. Ali fish has N well-known IP companies both inside and outside the country."

In the future, intranet will continue to cooperate with IP, which is suitable for its own tunability and high degree of consumer acceptance. Combined with different time and promotion strategies, a series of series of push will make the market breadth of the internal League more open.

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At present, the production and marketing strength of the inner League has reached the level of a series of development and listing. After standing firmly on the pace of product innovation, this century old shop also wants to try to update the game through the electricity supplier, adopt a more flexible "C2B customization mode", and test the popular popular mode.

Referring to C2B, in fact, customizing for customers is the old tradition of internal League promotion, which is a kind of business spirit from ancient times.

At the beginning of the establishment of the inner League, in order to facilitate the court ministers to make shoes, founder Zhao Ting collate the size, style and special interests of the customers' shoes. The name is "on the shelf", which is the earliest known Chinese customer relationship management (CRM).

In fact, the current membership system of the internal League has also retained many core records of "ready to carry".

At present, the official website and the offline membership system have already been opened up, and the flagship store of Tmall is about to get through.

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 the book.

At present, the newly built "new shoe in preparation" has included nearly 10000 members.

With the "ready to load", we can call on members to play the pre-sale.

The pre-sale or crowd raising mode can not only solve the problem of waste of design resources by gathering the long tail demand, but also explore the market and intuitively understand the needs of users. After all, it is impossible to sell every product, but the cost of developing a new product is very high and the cycle is long. C2B helps solve the problem of ineffective development.

"3 years with 300% rapid growth."

The result of testing the water to the electricity supplier is unexpected.

In 2015, the scale of online business sales was 26 million yuan, and the growth rate of online business was always above 50%, ranking the first among Tmall handmade cloth shoes category.

Breaking through the barriers of history, inner League has also found a new way of running.

The business model of the successful pformation of a century old store has witnessed the perfect pformation of a traditional industry in the new era.

Even with the brand of the times, bold innovation and daring to break through, can also become the new darling of this era.