Experience, participation and carnival, are you selling shoes?

The answer is hidden in the shoes.

Wen 丨 Chinese Shang Tao Lue Chen Lego

In April 2014, the Tokyo World Table Tennis Championships was about to start. The Chinese table tennis team that was closed in Xiamen would close a special team in intense training.

This team is a service team of a Japanese sneaker brand. As a supplier of the national table tennis battle boots, they shoulder a special mission: perform foot -type measurement for the players, and transform the competition shoes based on the characteristics of the team members.

After measurement, Japanese experts found that the fit between the little finger and the ground of Malone was very poor and could not be fully grasped. This would affect the startup force and the hidden injuries. As a remedy, Malone has obtained a targeted height insole.

Zhang Jike's feet are also special. Wearing 25.5 is a bit small, and it is a bit large. The solution of the expert team is to support the shoes for three days with a dedicated extensor to the most comfortable size of No. 25.75.

On the field, the dazzling glory of the gold medal attracts people's attention, and a lot of thoughts and sweat on the back of the glorious back are easily overlooked. The secrets of the Chinese table tennis team are actually not mysterious or complicated, that is, to do the extreme in professionalism.

Can ordinary people outside the field get such professional shoe services?

The answer is yes, it is related to a brand called Fuli Jian.

【Experience】

There are many labels of Fuli Jian, the elderly AJ, China UGG ... But the most famous is "professional old people shoes".

In 2019, Fuli Jian is a company with a sales scale of more than billions and has more than a thousand stores. In this year's CCTV "Dialogue" column, the host asked the founder a question:

"All products try to tear down the labels of the elderly.

The founder gave an answer: just need.

At the beginning of 2014, the category of the Chinese shoes market is clear. From men's and women's shoes, children's shoes to various functional shoes, each population can find the door on demand. But there is only a huge group in the corner of being ignored.

This group is the elderly.

There is no shoes for the elderly, which has become a hard -working motivation for entrepreneurship. But to make shoes for the elderly, we must first understand the characteristics of the elderly wearing shoes, and even study the feet of the elderly.

Many years later, the founder has a memory:

"At that time, we asked the old man to come to the company and visited the elderly's house. Many problems found: the feet of the old people became wider, some thumbs turned, some of the feet were high, and some arch were flat; To touch the heel, the pain is so painful, because there are bone spurs; many elderly people have foot pads, it hurts to walk ... "

This kind of research on first -line users has made Bicaijian discover the three major characteristics of the feet of the elderly: first, the feet becomes wider back and forth, the instep fixture becomes taller, and the feet become longer. The ankle bone becomes crispy and bone spurs; third, the skin on the feet has a foot pad, and it is easy to crack.

The characteristics are very simple to say. The price of these knowledge is to form the entire footbald user research team from Mohe to Sandsha, from Xinjiang to Funyuan, and visit the elderly everywhere. Summary after 4000 data.

At this point, it is easy to see a huge difference in Fuli Jian: the product development method of traditional shoe -making companies is often based on its own understanding of functions. And because Foot Power is facing a specific market, it also needs to carry out targeted reverse development according to the special needs of users.

Study user needs first, and then define products. This helped Bili Jian successfully developed shoe -shaped shoe -shaped shoe -shaped in the country.

Unexpectedly, the product developed by this was welcomed by the elderly. Aiming at the "Foot Liren Senior Shoes" made by the elderly wearing shoes and grinding their feet pain points, it focused on "not squeezing on the feet, not easy to go out", and eventually succeeded. By 2018, under the blessing of the slogan of "Professional Old Man Shoes, Favoring Foot Like", Bisharnkjin has already owned thousands of stores across the country, and successfully established the user's mental recognition of "old people shoes = foot Lijian" user mental recognition. Know.

But this is not the end of the research and development of Fili Jian's products.

In China's business history, 2019 is a special year. This year, the era of digital economy has come, and intelligent manufacturing with big data has also become a trend.

He once deeply benefited from the big data of big data, and made a big move in this year: the "Human Effectology Research Center" was established with the China Standardization Research Institute.

This move of Fuli Jian is actually very clear -relying on the huge data resources of the Standardization Research Institute, continue to study the needs of user data, build a integrated research and development system for user data driving, ankle clinical experts, and human efficiency empowerment. Essence

In many industrial categories, quantification is necessary. The same is true for the development of the products of the elderly shoes. A series of obvious needs need to use accurate numbers as the leadership of product development.

To what extent does summer shoes need to be breathable? To the front of the shoe, how much is it appropriate? To what extent the thickness, softness and hardness of the sole ... These problems can only be described by vaguely with experience and feelings, so that the data is involved, but you can get accurate answers.

The sudden release of each answer means a strong progress in professionalism, and this kind of improvement in the professional field has transformed into a series of quantifiers: the old people wearing shoes 16 problems, 293 elderly people wearing shoes, 293 elderly people, Shoes patent. Compared with the results, it is more important to fix this major in the form of a system. Especially around 2050, the Chinese population will reach 487 million. How to meet the expectations and pursuit of hundreds of millions of elderly people for a better life is a comprehensive test question facing the whole society.

Faced with this, is it enough to be prepared to carry it?

Inside today's Fuli Jian, the entire process of product development has become a systematic project. In its upstream, it starts with the collection of big data of the elderly, combined with the clinical experience provided by the authoritative foot ankle experts and sports medical experts in the domestic three hospitals. Seven dimensions such as pockets and toe thickness have established the initial product model according to human engineering.

In the middle reaches of it, the development processes of the laboratory preparation and experiencing minor trials are repeatedly modified and polished, and eventually ensure the user's final comfortable experience in the way "reverse development and pain point customization".

Its downstream need to rely on a modern production system. In Shangqiu, Henan, he has established a 1,000 -acre intelligent shoe industry park. The equipment of 120 production lines and 12 supporting factories ensures that from the upper, sole, insoles, accessories to assembly, all independent production.

The entire system from R & D to production means that it is controlled by design, upstream materials suppliers, and production, packaging and sales.

Faced with a newly -needed market such as the old people's shoes, this model of "from the elderly, to the elderly" has helped Bicai's products to gain a widely good user experience.

In 2022, Fuli Jian successfully entered the list in 2022, China's 500 most valuable brand, and the brand value of 9.175 billion yuan, which is better than this that it is better than the leader of the old man's shoe industry. Sales first performance.

【participate】

As a traditional manufacturing company, the heaviest trace of fitness is not a peer, but a technology company: Xiaomi.

In the process of entrepreneurship, the founder has always regarded Xiaomi as the learning object. It is said that he watched Xiaomi's co -founder Li Wanqiang more than ten times. The essence of word of mouth is the concept of user thinking, so it has become the core of Fuli Jian.

One of the necessary knowledge points about Bili Jian is: The important ring in its business model is user participation, without participation, everything is empty talk.

What is user participation? What is user -centric, this is a problem that the founder died in his heart for a long time.

Fuli Jian finally found the answer: "obey" to the user.

The so -called obedience refers to the center that allows users to become everything. From R & D selection to stores, all of them have allowed users to participate and truly participate in making decisions.

The professional threshold for product development often blocks user participation. Especially in the fast -moving industry, the iterative speed of products is far exceeding other industries. How to ensure that consumers can participate in product research and development in depth? How to ensure that new products are satisfied with consumers?

The strategy of Fuli Jian is to fully complete the consumer experience before listing.

Inside the product system of Fuli Jian, there is a special crowd: the elderly product experience officer.

This is an experienced official team recruited from the outside. Its function is to participate in the modification and improvement of the mid -term product from a user perspective.

Elderly people gather together to vote for styles and colors. Whenever I see such a scene, the employees of Fuli Jian know that the company will launch new products again.

This tea party is held across the country every year.

At this tea party, the elderly product experience officer became a practical level with the mechanism of in -depth participation. They will evaluate, try on each product of Fulian Jian, and put forward the true views and improvement suggestions of the product. And only those high -scoring products have the opportunity to enter the subsequent mass production and listing links.

This strategy based on user participation enables Betteritarian to get rid of the "producer's ability". Really achieve "user thinking pulls the reputation."

It is easy to see from the above mechanism that the user research center's department is important to the strength of the strong, and its work content is highly consistent with the name: everything revolves around user research, allowing users to make real decision makers. Through the accumulation of continuous methodology, each generation of products can be developed and listed under the guidance of "explosive thinking".

The founder's opinion is simple: "Foot Li Jianjian's shoes can come to this day, which is around the user's thinking. There is no shortcut to say at all, and I have never left any retreat for themselves."

【carnival】

In 2022, the quiet and good years of the years were suddenly "badly played."

The pair of "Foot Light", which was originally worn on the feet of countless grandparents, suddenly became "magical".

Many girls are wearing a dark Lolo tower skirt and a pair of feet on their footsteps to attend the party. And a sophomore girl named Guo Hongdou made a ruthless hand, transformed a pair of hundred elderly shoes into "Maryzhen shoes", inlaid lace, pearl and bow on the upper, and then sent the transformation map to Xiaohong. In the book.

Mobrobinism has always been the fun of young people, but laughed and laughed, many people quietly took off their AJ and Nike, and put on Fuli Jian with the old man's abduction logo. A carnival began.

"Take off your Vans and AJ and set foot on the pupils to find the truth of life." This is the return of the post -90s to the truth.

However, the more free 00s did not care about it. They poured in in the Fuli Jian specialty store and used the retro characteristics of the Better Jianjian logo to show their aesthetic and anti -trend punk spirit.

Buy Fuli Jian and create fashion items through "magic reform". Fuli Jian is in the group of young people, setting off a wave of breaking.

The accident of Fuli Jian's unexpected circle is the contrast of the young people's "subverting the bright positioning of the old people's shoes", but its foundation is based on the recognition of the design and comfort of Fuli Jian.

For this, the description of the public account road store is like this -then it feels that you will never forget: your feet are wrapped in softly, as if the fish imprisoned on the shore finally returned to the water.

A young friend began to repent after wearing Fuli Jian: "For more than 20 years, I realized the joy of walking for the first time."

This disruptive pleasure, recognition of Fuli Jian's products, combined with the rise of the national tide and the background of cultural self -confidence, jointly created the scene of "wearing a pair of shoes together".

The popularity of Bicai Jian in the young group is actually a chance. It really breaks its signs.

Among the product sequences of Fuli Jian, there is a "Fuli Jian Mom Shoes", which is a spring and summer shoes created by the characteristics of the middle and elderly feet. Many young professional women in specific industries buy them to work.

From the must -have to daily wear of nurses, more and more people have begun to recommend Fuli Jian online and offline. This kind of practical consideration eventually promotes young people and the elderly to reach a common motivation.

Behind it is still recognition of high -quality products.

Whether it is a carnival of the trend or the real break, it means an accident for the health.

For a long time, the "elderly shoes" market has been experiencing disputes, from "whether IQ taxes" to whether "excessive marketing", many people think that this is an aging industry, but it is dedicated to "pit old". field. Among the Football Fitness, it has also experienced many doubts, and even criticized as a "defeat" brand.

However, time can prove everything, and can change everything. Since its establishment, it has been based on a concentrated attitude to allow young users to see and perceive the products that can be seen and perceived from all levels.

In the end, this profession and focus on these young people outside these fixed customers, they used their feet to invest a vote for their strength.

After the emergence of carnival and breaking, the majors and truths behind the brand were displayed in front of young groups. Under the guarantee of professional capabilities and user thinking, the real high -experience products are recognized, which is actually a high probability event. Real brand information has also been transformed into a more common new generation of social language.

From product development, market status to brand recognition, and the success of Fuli Jian is not just a business story based on the blue ocean market. At the same time, the answer about how traditional industries renew their competitiveness, the answer is written in the case of Fuli Jian.

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