"There are many reasons. The first reason is the positioning problem. You have said before that your shoes are positioned as handicrafts. Since they are handicrafts, they must be completely handmade and must be handicrafts. These two
This element determines how high your output cannot be. Another factor is that your shoe store focuses on your identity as an inheritor of intangible culture and a shoemaker for generations. The reason why the store is successful is your packaging of yourself.
There is also a big reason, that is to say, your shoes must be made by yourself to have such value. Therefore, this further determines your output. You can now make up to four pairs of shoes per month, and this is already
This is your limit. Therefore, your output determines your scale. Does it make sense for you to build such a big one?"
"The second reason is the audience problem. The shoes you make are definitely not affordable for ordinary people, nor the white-collar elite. The audience for your shoes must be the super rich class with special needs. A pair of shoes is the cheapest.
The average rich person may not be willing to buy it if it costs more than 100,000 yuan or 30,000 to 400,000 yuan. To be honest, even if it were me in the past, I would not necessarily be willing to buy it because it is too expensive and I have no special requirements.
.So most of your customers are super rich people with special requirements, such as big stars. They need a pair of these shoes to stand out. There are also some super rich women who want to attend an important event and they need these shoes.
A pair of shoes to reflect one's identity, etc. Therefore, your audience is a very small part. You have expanded the scale, but the audience is too small. To be honest, the prospects of this business are not very good."
"There are other reasons. Those are minor problems, such as publicity issues and the value of the brand you have built. But the most important ones are these two problems. The output cannot be increased and the audience is too small. This is serious.
It affects your scale. In my opinion, your small studio is enough. Now you have reached the limit of what you can achieve. If you continue to make it such a large scale, I think it is really
Unwise. Moreover, with such a large area, a prime location, and such luxurious decoration, this is a huge investment and a complete waste. I am not optimistic about it." Su Wanqi analyzed slowly.
After hearing this, Wang Xudong nodded, lit a cigarette, and said with a smile: "He is a professional after all. He hit the nail on the head and saw the problems in this at a glance."
"I'm not joking, I'm serious. Xudong, you really need to think more about it. Such blind expansion may not necessarily succeed." Su Wanqi was a little worried for Wang Xudong.
"I know, I've thought about this. In fact, I've been thinking about this for a long time. I've been thinking about it since your father passed away. Listen to me, I'm not thinking about my studio.
The whole thing has been moved here, and the previous studio is still there. What it was like before is still what it is now."
"What about this?"
"This is a new store. It is still affiliated with my studio for the time being. If necessary, we will register a separate company in the future." Wang Xudong explained.
"Tell me what you mean."
"You have made it very clear just now. The studio over there has decided that it has reached its limit, because that studio's main focus is actually my personal reputation and it also makes handicrafts, so it can only be
I personally do it, and the positioning there determines that its audience is a very small number of people. It used to be four pairs a month, but now it has been reduced to three pairs a month. Maybe from now on, I can only accept it every month.
If there are two or more pairs, because the audience is too small and too many are produced, the supply exceeds demand, which is not a good thing."
"Are you ready to start over? What are your positioning and plans?"
"Some aspects of the positioning here are the same as that over there. It can be regarded as maintaining the original characteristics. Since it is a studio, my main focus here is still traditional handicrafts and purely handmade. This is my biggest feature and must not be lost.
, if I lose this feature, the shoes I make will be completely uncompetitive. They are willing to buy my shoes because they are handmade. But on the other side, I will make changes. First of all, in terms of positioning,
I positioned it for the elite and wealthy class, and the shoes are priced between 20,000 to 60,000 to 70,000."
"I learned this by myself through running the store there for more than half a year. People in this class completely accept the price. If the price is too high, they cannot accept it. If the price is too low, the value of the brand will be lost. Moreover.
, only people of this class will pursue handicrafts. Moreover, the current elite and wealthy people are also willing to pursue novel and return to nature handicrafts. This time, too many people flocked to my store.
It can be done. I think that with this change, the audience will be much larger, and this audience can fully support this scale." Wang Xudong pointed to the store.
Su Wanqi had been listening to Wang Xudong's words carefully. After a long time, she nodded and said: "Yes, your analysis is very reasonable, but the problem is still the same as before. Since it is a handicraft, how do you do it? What about the output when the scale is large?
Go up? Since you are separated from the other side, it is no longer possible for you to make it yourself. But handicraft is a very special thing. It is not just a matter of getting a set of equipment and hiring a few skilled workers.
It can be produced and made, but this requires craftsmen. If you can't do it well, you will ruin your own brand."
"I have already considered this and basically solved it. I have been out for more than 20 days, what do you think I did?" Wang Xudong smiled.
"Who are you?"
"I traveled all over the west, just like looking for the national treasure giant panda. I found five shoemakers who were professional in making shoes. Of course, I looked for more than ten or twenty, but those who met my conditions
There are only these five, and the rest are either not good enough, too old, or have problems with their character in various aspects. Of course, there are also some who think I am a liar and are unwilling to follow me here. In short, I
Finally, five people were hired, and they are expected to arrive one after another in two days. Moreover, I also asked people to hire about ten young people as apprentices. They will learn from these five masters. When they learn, they will become the next generation.
Workers, as long as this model continues, sustainable development can be achieved. Of course, these are just my thoughts at the moment. Whether it is feasible or not will be known after trying it." Wang Xudong further explained to Su Wanqi. (To be continued)