How to spread the "Chinese goods tide shoes brand" territory

On the black-and-grey page, young models with tattooed arms, ripped jeans and loose sweatshirts showcased Visco sneakers on the feet – mostly on the side, to clearly see Vis's iconic lightning logo. Pointing into the VERNON SABIN Visco brand store, the first feeling is a bit cool.

This canvas shoe brand, which has a trendy brand and is reminiscent of street culture, is a domestic brand that has been vacated since the 90s. Just over half a year after the launch, the young Weiss has been selected into the "night playground" project on the second floor of Taobao, becoming a member of the six main domestic goods.

"Unbelievable," Lu Zhiyuan, one of the founders, recalled that the brand has been running on the fast track for more than half a year, repeating the word several times.

At the same time, in the tide brand canvas shoes market, which is basically occupied by foreign brands, Weiss, of Chinese descent, does not want to sell only shoes. It is packaging its own canvas shoes with the lifestyles of young people such as hip-hop, skateboarding, graffiti and so on. “Tide shoes + youth culture”; at the same time, deeply cultivate the local culture of Guangzhou, the birthplace of the brand, and regard “Guangdong Chao” as another highlight of the brand.

Pioneer "national goods tide shoes brand" territory

For the founding team after the 90s, the original intention of making Visco canvas shoes is very simple: they all like to wear casual canvas shoes, and the domestic brand of the tide shoes market is just vacant, it is better to do one.

The idea of ​​starting a business is very good, but it is not easy to put this idea to the ground. The team is basically doing design, but it is the first time to make shoes. To make a pair of shoes from 0 to 1, means that you must experience a tormented learning process.

Before the establishment of Hu Bing, he was the designer of the Taiwanese clothing brand “Grand Brother”. Because of the lack of understanding of the shoemaking process, recalling the first few months from the clothing "cross-border" to the canvas shoes, she remembered one problem after another, and mistakes again and again.

In support of their persistence, in addition to their own creativity and courage, there is technical support from the parent company.

Weiss's parent company, Guangzhou Green Original Collar Fashion has another business men's shoe brand that is mainly for the post-85s crowd. Colleagues who know shoes in the company, with the founding team of Weiss, run a factory and go deep into the production line, from design, to cutting the upper, to baking, to pressing, bottoming and bottoming, to understand each shoe. A process. In the days of intensive study, Lu Zhiyuan stared unconsciously on the road when he was on the subway and walking, paying attention to what kind of shoes the people around him wear, and the proportion of men's shoes and women's shoes.

In August last year, the VERNON SABIN Visco branded corporate store officially began operations.

It is worth mentioning that the price of Weiss is not low. A pair of basic canvas shoes cost 288 yuan, which is more expensive than the classic canvas shoes brand Converse. At first, only one or two pairs of shoes can be sold each day. When the single-day sales broke through ten pairs, the team was very happy to have a meal to celebrate. With the development of the brand and the joining of operating colleagues, Vis's sales have gradually increased, and the sales of the best shoes in the flagship store have exceeded 2,000 pairs.

Aligned VANS

According to Lu Zhiyuan, the brand name of Weiss is partly derived from the role of the same name in the anime "Dragon Ball". "He is actually the most powerful person in Dragon Ball, able to control time, but not bullying."

This seems to fit intimately with Weiss's own brand positioning and crowd positioning. “Do as you like, follow your sex and present your true self; passion, freedom, opinion, and refusal to follow the rules.”

Mainly "Youth Culture", in the brand image and propaganda of Weiss, there are often scenes of sports that are popular among young people, such as street dance and skateboarding. Seizing the sporting young man as a selling point, Visco canvas shoes want to provide lightweight and comfortable shoes. One of the advantages of canvas shoes and sneakers is that they are lighter and more portable, while Weiss's soles are made of shock-proof soft material that provides better cushioning during exercise without grinding the feet.

In appearance, Weiss has added elements such as gradation, black and white, and old-fashioned to create a visual impact, with carefully crafted product posters, and hope to attract young people who are fickle and "control".

For Weiss, which is a brand of domestic shoes, the design and manufacture of shoes is more or less between the reference and the original. The ideal situation is of course to grow in the design concept of learning foreign excellent brands, and ultimately form their own brand characteristics.

The change begins with some details. Hu Bing said that Weiss's shoes and gimmicks are designed for the Chinese people's feet. They are more comfortable to wear. On fabrics, they also use better fabrics and other brands of canvas. Shoes may use 8 amps or 10 amps of canvas, Vis will use 12 amps (note: "A" refers to the weight of a square meter of fabric, the larger the number of fabrics, the higher the density of the fabric), more wear-resistant.

For Weis' future brand road, Lu Zhiyuan said that their goal is to catch up with VANS, a US sports brand that has been in existence for more than 50 years. Coincidentally, the pronunciation of the two is still very close.

"The heart may be bigger," he added with a smile. "But I believe we have this potential to reach the state of VANS."

Expanding the category, taking advantage of the "youth culture"

Weiss does not want to sell only shoes. This aspect is reflected in their active expansion of other categories. In addition to canvas shoes, we also sell sportswear, including T-shirts, sweaters, and trousers. At the same time, in Lu Zhiyuan's plan, more functional sports shoes, as well as small items such as headscarves and squares, will also be the direction of the team to test the water.

In addition, the team also intends to launch a derivative perimeter with the Weiss mascot, Weiss Xiaolong, to make Weiss an IP.

On the other hand, Weiss tried to use the "youth culture" that was defined at the beginning of the establishment and the new "Guangdong Chao Culture" to tell the story and combine its products and culture to form a way of life. In Guangzhou, the birthplace of the brand, the street culture behind the tide brand and the street brand in Hong Kong is flourishing. This is both an opportunity and a challenge for Visis: creating a better environment and atmosphere for the street brand, but also means more Many competitive brands come from self-employed entrepreneurs or self-employed brands in the street dance and skateboarding industry.

With the brand of “Youth Culture”, Weiss strives to integrate into young people and market for precise people. So that more young people can come into contact with Vis's canvas shoes and feel the vitality of the young people of Weiss.

At present, Weiss has entered the Chinese quality as a domestic shoe brand, and boarded the “night playground” on the second floor of Taobao. It seems to be a certain perfection for the Chinese quality column itself.

China's quality is on the line, the background is that the Putian footwear industry fraud. Or, China's quality is born because of the footwear industry.

Because of this, the head of the "Night Playground" project, He Linqing (Huaming Xia), was eager to have a footwear product at the beginning of the selection, not only as an important part of the "clothing, food, housing and transportation", but also as the original intention of China. echo. In the end, the comfort and good-looking Weiss canvas shoes were selected, and the short video will be officially met with the public on April 12. As of press time, the store has prepared a dozen times the amount of goods sold, Lu Zhiyuan said, just wait for the "night playground".

Modal Scarf

Modal Scarf,Modal Fabric Scarf,Modal Wool Scarf,Cashmere Modal Scarf

Inner Mongolia Jinshitaihua Cashmere Accessories Co.,Ltd , https://www.thcashmer.com