[China Shoes Network - Elite Characters] Speaking of leather shoes, many people are impressed with black and brown. Should the shoes be monotonous and dull? Obviously not, in the view of Lin Yingwei, the chairman of Fujian Gaolik Shoes Development Co., Ltd., these monotonous styles Mostly based on business, the market is thin. Therefore, in order to meet the needs of more consumer groups for products, he used the business, fashion, leisure and the theme of the culture of BOSSERT (Boswell) to open this men's shoe market gold mine.
In his world, Jinjiang is not just the world of sports shoes. As long as it is unique, casual shoes can also flourish. He regards each pair of shoes as works of art, giving the concept and culture of "colorful men". He said that a man can not have a watch, but not a pair of good shoes. Every pair of shoes is a work of art
Character impression
Lead by example
learn to be grateful
Lin Yingwei is undoubtedly satisfied when the marketing results of the past year have been harvested. As a high-end casual men's shoes brand under the brand, the BOSSERT terminal store has gradually landed in the domestic first- and second-tier markets. More importantly, since they have been deeply cultivating the concept and culture of “colorful men†two years ago, more and more consumers have now resonated with the culture of men's shoes.
"Into the BOSSERT store, you can easily find that BOSSERT's various classic styles of crafts contain a colorful personality image. We combine all kinds of soft, elegant, international elements, popular colors into the shoe design, regardless of the material, Style and stripes show the qualities of BOSSERT in pursuit of men's taste. Only by exquisite products can we show the value of the brand.†Here, Lin Yingwei's mouth is full of smiles, this smile is confidence in the product.
In order to give consumers a brand new experience, Lin Yingwei started from the product's version, style, crafts, materials and men's wear, and designed different dresses for different occasions and different groups that each man touched. In his view, fashion is not only a woman's patent, men's wardrobes, shoe cabinets can also be colorful.
How to work around a pair of shoes? How to capture the consumption psychology of the urban elite men's crowd? How to show the different moments of men in the classic taste? How to draw the BOSSERT and men's shoes fashion matching culture? Lin Yingwei said that he is taking A variety of mysterious question marks have been explored on the road. He said that he agrees with Claudia Schultz of the German Footwear Association that after wearing the trend of colored men's trousers, the same trend is now seen on the shoes.
To this end, he began to build a special product research and development center for men's shoes color, craft, style, responsible for collecting the trend of men's shoes and men's accessories. He believes that each shoe must be exquisite in terms of style design, process development and material selection. Whether the shoes are from designers or shoemakers, each piece must have its own unique story to tell. Only when each pair of shoes is regarded as a work of art, can the shoes have vitality, and this truly achieves the cultural connotation of the products, and the brand truly has a culture.
In 2012, when I first saw BOSSERT's microfilm "Father and Me", I deeply felt the brand concept of BOSSERT - filial piety. Meet Lin Yingwei's first interview, his first feeling is serious, but the subsequent exchanges let me further understand his easygoing, but also let me know more that the business owner is not only the development of the company itself, more or both Social responsibility.
Lin Yingwei said that as the younger generation of inland people came to work in coastal areas, left-behind elderly people and children became a vulnerable group in society. Many young people have little concern for their families. Even for many years, they have not said a few words, father and son. It became very indifferent.
"Now the pace of life is so rushed, many people are on the road to fame and fortune, but health and family are fundamental. Even when the big official, earning more money, the real happiness is not with the family?" Lin Yingwei said that in the face of the current impetuous atmosphere, he hopes to do some public welfare work as he can.
Learn to be grateful, this is the culture advocated by the company. Lin Yingwei summarized this culture as "three hearts and two meanings" - filial piety, responsibility, dedication and affection, sincerity, and lead by example. Nowadays, corporate culture has been deeply rooted in the daily behavior of every employee of the company. From recruiting talents, cultivating talents, and retaining talents, the corporate culture is constantly being established.
Create a path to avoid entering a "dead end"
Rather than saying that Lin Yingwei used the colorful to get out of the men's shoes market, it is better to say that he chose a development path different from the local footwear industry from the very beginning.
At that time, Jinjiang, Lin Yingwei and his friends and relatives were doing sneakers. Thousands of shoe factories in Jinjiang, whether it is foreign trade or domestic sales, everyone is similar in product style and technology, even if some differentiated innovations are only reflected in fabrics and soles. “The production support of the sports shoes industry is relatively complicated. At that time, the sports shoes market environment was invariably pursued in terms of scale, and the amount of use to seize the market, the enterprise was very hard.†He asked himself why he did not consider seeking from the shoe industry. Break through?
Lin Yingwei introduced that the leisure leather shoes market space and development prospects are huge, with the improvement of domestic economic living standards, men are not only satisfied with the comfort and fit in the shoes, men begin to pay more attention to the quality of life, but also emphasize different dresses for different occasions. Style shoes, and a brand that offers men a variety of matching solutions can win consumers' favor.
In Lin Yingwei's view, it is easy for a brand's products to go from high-end to low-end, but it is difficult to move from the low-end to the high-end, so from the beginning he has positioned the products in the middle and high-end crowds.
“Each brand has its own concept of segmentation in the industry. Therefore, when positioning a brand, it should first identify the market characteristics that are consistent with the consumer group. This feature must be differentiated and can distinguish the target positioning of similar brands.†Lin Yingwei said that if you want to be remembered by consumers, you must make your own characteristics. If you just follow the trend to imitate others, then the brand will eventually enter the "dead end."
However, everything is difficult at the beginning. In the early stage of transformation, Lin Yingwei faced great challenges. “Although they are all producing shoes, the production process and production process of sports shoes and leather shoes are very different. The middle and high-level of the company can't adapt for a while.†Lin Yingwei recalled that he had been pondering for a long time to improve product quality. The final decision was to use experiential usage to feed back product information. He gave the newly developed leather shoes to his friends and family to try on, and through various evaluations of friends and relatives, he constantly improved the products until the product reputation was good.
Lin Yingwei, who always puts quality first, gradually opened up the domestic first- and second-tier cities, and re-divided the products from the three major themes of business, fashion and leisure. From the strategy of the whole brand, including product development and channel operation, In terms of terminal operation and brand promotion, we will subdivide the positioning suitable for the current brand development, and use this as the direction indicator to make it bigger and stronger.
Let the brand tell the story
Lin Yingwei believes that as a fashion brand, there should be an intrinsic brand culture that he pursues. Especially when the current shoe and apparel industry has transformed into a very severe time, enterprises should pay attention to new changes, be culturally oriented, and do not hold the core without paying attention to culture. Competitiveness. This point, he has a deep understanding of every time he visits the European and American markets. Whether it is humanities, consumption concepts, living habits, or foreign business models, he realizes that culture is the core building block of enterprise development.
BOSSERT takes domestic male consumers as its main consumption target, thus integrating some traditional Chinese culture into the brand and shaping it into a unique emotional culture of BOSSERT, thereby narrowing the distance from consumers. This is the way Lin Yingwei builds brand culture.
Chinese culture emphasizes that "hundred good filial piety is the first". A successful person wearing BOSSERT men's shoes can't live without a grateful heart. In order to promote the "filial piety" culture, BOSSERT spent the filming of the public welfare micro-film "Father and Me", in the form of public interest to advocate the value of family, and called on the society to cherish the close family.
"Home is a warm home and spiritual pillar for everyone who struggles outside. BOSSERT hopes to use a family story to call everyone who has a story should be grateful." Lin Yingwei said that in this microfilm, he There is not much emphasis on business elements.
Lin Yingwei knows the importance of injecting emotional stories into the brand. Through the story of "Father and Me", it reflects the personality charm of every man in struggle, and deeply analyzes and displays the tough man's feelings and gratitude culture, and BOSSERT brand. The positioning is highly compatible, which is similar to the colorful man concept proposed by BOSSERT, and the male and colorful cultures that pursue tolerance, responsibility, charm and love.
However, there is no doubt that at present, the entire footwear industry market is in a state of oversupply, and the competition among brands is extremely fierce. Consumers have many choices in the market. So, how to let consumers recognize products and accept products, so that brands get consumers' affirmation? He believes that in addition to letting brands and products have more emotional stories to shape individual culture, terminal service and terminal brand image are extremely important. .
“It takes a long time and sustainable development for brands to rely solely on the strength of brands and products. If there is no good service concept, the brand will not last long. Therefore, throughout the entire market operation and brand promotion is Service, if you do not make the service fine, no matter how good the product or the brand that is louder, will not attract the attention of consumers," he said. (China Shoes Network - the most authoritative and professional footwear information center. Cooperation media: Orenburg men's shoes Wool women's shoes
Editor in charge: Wang Ning 2
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