Zhao Ting, who had a unique vision, analyzed the situation of shoes industry in Beijing at that time, and thought that there was a lack of shoe shops specializing in shoes making in Beijing, so he decided to open a shoe shop in Beijing. The idea of the sedan chair bearer was to make boots for royalty and court officials by making use of contacts.
Basic introduction Chinese name: Inline Sheng was founded in 1853. Founder: Company: Beijing Neiliansheng Footwear Co., Ltd. Industry: Footwear Headquarters: No.34 Dashilan Commercial Street, Qianmen Brand introduction, origin of font size, historical trace, development process, concept change, brand culture, its products, internal layout, handmade cloth shoes, fashion transformation, manufacturing skills, company honor and brand introduction. Beijing Neiliansheng Footwear Co., Ltd., headquartered at No.34 Dashilan Commercial Street, Qianmen, is famous for producing Melaleuca cloth shoes. It is the largest manufacturer of handmade cloth shoes in China at present, with retail and wholesale sales, and the nature of the enterprise is a joint-stock enterprise. The registered trademark "Inline Rise" was written by Guo Moruo. 1988 the head office of the company rebuilt the business building on the original site, with a business area of 1700 square meters. The exterior has the architectural style of the Qing Dynasty, with yellow tiles and red columns, golden painting, resplendent and antique, and the interior decoration shows national characteristics. Palace lanterns are hung in the shop, and the shelves are antique and realistic. The company's project was operated and managed in the mode of 2 1 century, and the enterprise ERP system was established, which realized the information management of manufacturing, distribution and retail, financial management, data analysis and e-commerce. Through the company website, you can receive and transmit the business and product information of the company, its branches and franchisees at any time, and realize resource sharing. Customers can purchase goods online through offline B2C Lv Shang Mall or Tmall flagship store, or interact with offline management through Sina Weibo or Tencent WeChat. The rise of inline is becoming a new leading brand of Chinese time-honored brands to realize cultural change by using information technology. In 2002, it passed the ISO 900 1 international quality system certification. In 2008, it passed the ISO 1400 1 environmental management system certification, which promoted enterprises to save energy and reduce consumption, strengthened environmental protection and management, and ensured green and healthy products. Neiliansheng is the drafting unit of the national standard of China cloth shoes industry, and the Melaleuca cloth shoes and woolen cloth shoes have obtained patent certificates respectively. There are more than 3,000 kinds of self-produced shoes, forming an all-round product structure, mainly middle and high-end consumer groups, and boys and girls are our target customers. Our sales mainly focus on characteristic management, highlighting the traditional characteristics of products, highlighting the strong commercial and cultural atmosphere of century-old stores and the personalization of management. There are nearly 100 branches and counters. In-line shoes "In-line shoes" are not only a font size, but also a brand. Deep thinking about the reason why the products of "inline rise" are enduring for a hundred years depends on the quality and good service of the products. Early Journey Preparation is the earliest Customer Relationship Management Archives in China, which has been compiled into the MBA course case base of Guanghua School of Management, Peking University. Nowadays, customers have become ordinary people, but the business philosophy of "treating each other with sincerity and being childlike" has been preserved to this day. The origin of the font size is "nei"-referring to the inner courtyard; In-line sales promotion "in-line sales promotion"-indicating customers to wear shoes made in our shop can be promoted to the third level in court. In the past, old Beijingers had a mantra: Ma Juyuan was on the top of his head, his feet were inline, and he wore eight auspicious clothes and four constant clothes around his waist. Here, "stepping on embedded shoes" means that you can wear embedded shoes, which is a show of identity. Inline Ascension was founded by Zhao Ting in the third year of Xianfeng in Qing Dynasty (1853). The rise of historical trace inline was founded in the third year of Xianfeng in Qing Dynasty (AD 1853), and its founder Zhao Ting was from Wuqing County, Tianjin. I studied shoemaking skills in a shoe factory in my early years and accumulated some management experience. Later, General Ding, a senior official in Beijing, invested 2,000 silver shares to help open a shoe store. At that time, Zhao Ting thought that according to the situation of Beijing's footwear industry, there were few professional shoe stores in Beijing, so he decided to open a shoe store. The idea of the sedan chair bearer was to make boots for royalty and court officials. "Pushing in"-"Pushing in" refers to the imperial court, and "Pushing in" means that customers can put on the shoes made by our shop and be promoted to the third level in the imperial court. Inline rose started from the production of Korean boots, and the soles were 32 layers thick. The special product "Melaleuca" sole uses 8 1- 100 stitches per square inch, and the stitches are evenly distributed. All products are handmade. Neiliansheng registered the boots, shoes sizes and styles of the civil and military officials who came to the store to make shoes. If you buy shoes again, you can send them quickly according to the required information. At the same time, it also provides convenience for junior officials to meet officials and give gifts in the DPRK. A detailed record of the size and style of shoes made by Beijing princes and nobles was born. At present, the main customers of shoe stores are ordinary people, but they still insist on customizing deformed or special needs, so as to keep the size and requirements of their shoes and meet the requirements of customers. In the process of development, the tradition of time-honored brands has been constantly mended in historical changes: Dashilan is the gathering place of time-honored brands in Beijing. When you enter this place, you need to tilt your neck, because most of the old brands on both sides of the road are towering into the sky, and it is difficult to see the name of the store without looking up. Look up and walk about 200 meters, and you will see the signs lined up. In-line promotion has four floors, the first and second floors are stores, the third floor is exhibition hall and sales branch, and the fourth floor is office area. Plaques are hung on the first to third floors. On the third floor is the name of the store inscribed by General Zhang Aiping, on the second floor is the name of the store inscribed by Guo Moruo, and on the first floor is the old plaque inscribed by Feng Jue. After the establishment of Neiliansheng, it was relocated many times due to the war: the store was originally located in Dongjiangmi Lane (now Dongjiaomin Lane). 1853 dongjiang rice lane has not been developed into an embassy area, but it is not a place where ordinary shops can park. Since the Ming Dynasty, the imperial court has set up the Rite Department, Split Temple and Huitong Pavilion here to receive foreign envoys who come to pay tribute. Inline promotion can stand here, mostly through the shadow of the powerful people in the DPRK. Inline Rose stayed in Dongjiang Rice Lane for 47 years, until 1900, when Eight-Nation Alliance invaded, Dongjiang Rice Lane was burned down, and Inline Rose was also destroyed in this war. Zhao Ting went around to raise funds for the promotion in the industry, and finally chose the * * * building. * * * Less than two years after the government reopened, Yuan Shikai defected in Beijing, and Inline Sheng was robbed in this turmoil. Zhao Ting died shortly after he was shot. His son Zhao inherited his father's business, moved to the headline gallery and rented a facade outside the persuasion hall. Since then, Inline Sheng has broken the tradition of "front shop and back factory" and set up a shoe factory in Beihuofan Hutong, not far from the headlines of the gallery. 1956, the public-private partnership began, and the inline moved to Dashilan Street. Its address is the former site of Darentang Pharmacy. During the Republic of China, Beiping Inline Shoe Factory Shoe Factory 1949 was established in China, which broke the monopoly of men's boots and increased women's shoes (rusty shoes, etc.). ), liberation shoes, etc. During this "recovery-transformation" period, Inline experienced a basic change in its management philosophy and direction. From 1956 to 1958, the shoe store has completed the transformation of its business direction and entered the "transformation-development" period. At this time, shoe stores have also changed from "private parties" to state-owned enterprises. At this time, the embedded Melaleuca sole cloth shoes became a famous brand product in Beijing and went to all parts of the country. 1970, inline established a production workshop, ending the history of the front shop and the back field (manual workshop). At this time, non-self-produced shoes are also included in the sales scope. 1976 began to produce and operate leather shoes. 1977, restored the name of the famous time-honored brand. 1986, a brand-new inline factory building was built, covering an area of about 13 mu. 1988, the new business building with Ming and Qing architectural style and business area 1700 square meters was completed. All along, the sales performance of Inline has been rising and the market share has been increasing. 200 1, the nature of the enterprise was changed to a limited liability company, and employees became shareholders of the company, which marked that the inline company entered a period of development and growth. In the future, Inline will keep pace with the times, innovate constantly and create greater glories. At the beginning of the concept change line, it was aimed at people who could afford shoes. In ancient society, shoes were not just a dress, but a symbol of status. In other words, clothes are necessities of life, which are used to hide shame and keep warm. Shoes are not. Compared with clothes, shoes can be called "luxury goods". When Inline was founded, it only made boots that officials could afford and was at the forefront of the luxury goods industry. Moreover, this store has a very luxurious investment background-when Inline Ascension was founded, a Beijing official, General Ding, contributed 1,200 silver as a share capital. Dongjiang Mi Lane (now Dongjiaomin Lane), where Neiliansheng was originally located, is not a place where ordinary shops can stop. From the Ming Dynasty, the imperial court sent people here to receive foreign envoys who came to pay tribute. In addition to the vassal state of China at that time, the envoys of other countries could not stay permanently. Seven years after the rise of inline, that is, the tenth year of Xianfeng (1860), according to the Tianjin Treaty, foreign powers were granted the privilege of building embassies, and Dongjiang Mixiang gradually became a famous embassy district. It can be boldly assumed that after 1860, the inline company that produces high-grade boots in Yamen may still welcome some blond guests from time to time. They were quite surprised when their blue eyes reflected the appearance of these advanced boots in leather shoes. After all, curiosity about foreign cultures can't compare with more affordable greed. 1900, Eight-Nation Alliance's artillery destroyed the rise of Inline and forced it to move to * * * mansion. Then, it was Yuan Shikai's mutiny in Beijing. During the war, Zhao Ting, the founder of inline promotion, died. His son Zhao inherited his father's business, moved the inline promotion to the front page of the gallery, and rented a facade at the entrance of the Quanyechang. In troubled times, it is difficult for Inline to adhere to its high-profile customer orientation, and its eyes began to turn from sedan chair to sedan chair. Shoe sprinklers that bearers love to wear have become the second main product of Inline. After all, such a change is reluctant. Even in difficult circumstances, inline is still unwilling to be too depraved. Even if sedan chair shoes are produced, sedan chair shoes made of washed clothes are not affordable for any sedan chair. After liberation, Inline further degenerated and began to make ordinary women's shoes and children's shoes. Brand culture classics need not be revised. Let life return to simplicity. Its products include handmade men's shoes, handmade women's shoes, machine-made men's shoes, machine-made women's shoes and children's shoes. In the store, there is a showcase of craft shoes on the left hand side, all of which are shoes of reduced size, including three-inch golden lotus shoes, which are made according to the original size, but as works of art, they still have certain value. The two masters next to the in-line showcase are chatting with customers while making shoes. This is a special demonstration area, and customers rarely buy cloth shoes to wear on their feet all the year round. It is easier to arouse customers' interest by showing them the method of sole and shoe-making technology. Neiliansheng has made great efforts to protect the tradition. At the end of last year, all the counters on the first floor were changed from open shelves to closed shelves. Because closed shelves can make customers feel the old shopping way-look after their favorite shoes through the counter, and then say to the waiter, please bring them for me ... Compared with the modern open-shelf sales method without language communication, the century-old tradition hidden behind the old brand has real appeal to customers. There is a counter of other brands on the second floor. On the right side of the entrance on the first floor is the staircase leading to the second floor. On the way upstairs, you can look at the genre paintings on the wall that introduce the history of inline promotion. There is a chair with a strange shape near the stairs, which the reporter has never seen in those fashionable shoe stores. The back of the chair is very high, and the chair surface looks like a "field" and is divided into four seats. When trying on shoes, customers sit back to back, and the base is an octagonal mirror. There is also a shoehorn tied to each chair back. According to an old clerk in the industry, this is an "antique" thing and has been kept in the store. After the first floor was changed into a closed frame, there was not much room on the left side before moving to the stairs. The second floor is different from the first floor, and it is still sold on an open shelf. Only a small area in the south of the whole second floor is a special merchandise counter for inline promotion, and other counters are sales counters of other brands. Self-operated cloth shoes are the main force of online promotion, especially in recent years, hundreds of pairs of cloth shoes can be sold every day, and some people buy dozens of pairs at a time. Open an exhibition hall of intangible cultural heritage and introduce the history of the studio. There is also a special exhibition hall for intangible cultural heritage on the third floor of the store, which is open free of charge from 9 am to 5 pm from Monday to Sunday. Covering an area of over 200 square meters, the exhibits are very rich. Customers can turn on the light switch on the wall and visit by themselves. Here, the development of inline is clearly presented to customers-from the initial single shoe store to the gradual increase of varieties, shoes, shoes and so on. Now women's shoes and leather shoes have been added. Originally, the old shop only took the "noble" route, its business strategy was constantly adjusted, and finally it evolved into a brand that ordinary people could be close to. The most attractive exhibit should also be "getting ready to load shoes". It is said that Zhao Ting recorded the shoe numbers of all important North Korean officials, and formed a book "Ready to Load Shoes". Unfortunately, Zhao Ting's book has been lost, and the book on display is copied from the original, which records the shoe sizes of * * *, Zhou Enlai and others. Now every customer who comes to inline to make shoes will be completely recorded, which may be the embryonic form of VIP treatment. Hand-made cloth shoes have rigorous production technology, unique technology, exquisite material selection, fine workmanship, profound skills, great difficulty and long time-consuming. It takes three years for apprentices to start studying. Nowadays, fewer and fewer people are learning this technology, and the embedded hand-made shoemaking technology has been included in the national intangible cultural heritage list. Melaleuca cloth shoes, with its rich cultural connotation, became a special place for tourists at home and abroad to shop, travel and take photos during the important period of hosting the 2008 Olympic Games in Beijing and opening the Dashilan Commercial Street in Qianmen. Inline Dashilan Business Building, with a business area of1.200m2, welcomes thousands of tourists every day, and the bustling shopping and sightseeing scenes in Yukiko Iwai are simply very lively. The reconstructed Dashilan Commercial Street skillfully combines traditional and modern cultural features, and its antique architectural style and clean and spacious streets are welcoming tourists from all corners of the country. Fashion Transformation, Difficult Civilization of Luxury Industry In Ashes of Time, Leslie Cheung, as a killer agent, took a new killer, Jacky Cheung, and said to the villagers: Do you believe in a group of killers who don't even have shoes or do you believe in him? Jacky Cheung looked puzzled in the shoes that Leslie Cheung just bought him. This is the first time he wears shoes. It is these shoes that make the villagers finally choose to believe this fledgling killer. On receiving the order, the killer agent decisively took off his shoes from the poor killer's feet. Not everyone can wear shoes every day. When Inline was founded, its target was those who could afford shoes. I always thought that the more modern it is, the more difficult it is to promote such an old brand inline. Time-honored brands have the enthusiasm and delicacy of time-honored brands, but they also have a stale flavor. Fashion people who are used to wearing leather shoes, will anyone still favor embedded shoes? The customer base is still mostly middle-aged and elderly people, but some young people are beginning to like cloth shoes with good breathability and sweat absorption. A few years ago, there was a craze for wearing Melaleuca cloth shoes. Even on formal occasions, people wear coarse clothes and thousands of cloth shoes. With the revival of domestic products, more and more young people began to mix and match Melaleuca shoes as a fashion trend. Han Huohuo, the godfather of fashion, is a big fan of in-line promotion. Every time I see online promotion in the streets of new york, London, Paris and Hongkong, I have to feel how fast the world is changing. The so-called national, is the world! In fact, it is still difficult for inline to lower its arrogance. When internationally renowned brands such as chole and tod's began to design classic styles imitating Inline round-mouth and elastic-mouth cloth shoes, Inline always kept a low-key attitude, did not follow the trend, did not stand alone, insisted on its own quality and kept innovating. Inline always believes that one day China will create its own luxury brand, and that day is the return of Inline customer orientation. China fashion has returned strongly by the retro trend. Blue and white porcelain dresses shine brilliantly in Milan show, and grandma sweaters enter LV series. In 20 13, on the occasion of the 60th anniversary of the founding of the brand14, we also saw the ingenious combination of tradition and modernity at the spring and summer shoes launch conference of 20 14 held in Gongwangfu, Beijing. Facebook, Ethnic Group, Ink Painting, Daqin, Blue and White, these five series are all new wine in old bottles, based on traditional elements, combined with modern shoes, with simple design and smooth lines. Even if you are used to fashion models on foreign catwalks, you don't feel isolated when driving. Colorful, wild and jungle series are even more eye-opening. The popular color contrast and stitching are skillfully transplanted from clothing to cloth shoes by designers. Leopard print and snakeskin in the classic pattern of the trend become the main theme, and the material innovation of lace and leather seems to announce another possibility: the brand spirit of a century-old brand based in China has never aged, and it is as enduring as those classic luxury goods belonging to Europe and America, and can become the trend object pursued by contemporary people. The rise of inline production skills was founded in A.D. 1853 (the third year of Xianfeng in Qing Dynasty). It was originally located in Beijing Dongjiang Mixiang (now Taiji Factory). Founder Zhao Ting is from Wuqing County, Tianjin. General Ding, a Beijing official, invested 22,000 silver to open a shoe store. At that time, Zhao Ting investigated the situation of shoes industry in Beijing, and thought that there were few professional shoe stores making shoes in Beijing, so he decided to open his own shoe store to make shoes for the royal family and court officials. The production technology of embedded Melaleuca cloth shoes inherits traditional folk crafts, selects natural materials such as pure cotton, pure linen and pure wool dresses, and develops and innovates on this basis, which is worthy of the name. The main features can be summarized as "one high and four more", namely: high technical requirements; There are many production processes, many patterns of soles, and many methods and styles of shoes. The production technology of Melaleuca cloth shoes has a long history, and its appearance is a great achievement in the history of shoemaking in China. It embodies the essence of national handicraft skills, has unique characteristics and advantages, and embodies the industrious quality of Chinese sons and daughters. It is the representative work of China shoe culture and the precious wealth and heritage of the Chinese nation, with extremely high historical and cultural value, economic value and scientific and technological value. The inheritance of the production technology of thousand-layer cloth shoes is the old model of mentoring system. Apprentices are led by skilled masters. The master teaches his own shoe-making experience and skills through oral lectures. Through experience and understanding, apprentices inherit the master's skills in practice and pass them on from generation to generation. It is very difficult to teach shoemaking skills through oral communication. The production technology of Melaleuca cloth shoes has always followed the traditional manual production method, with complicated and numerous processes, including more than 30 major processes and hundreds of total processes. Each working procedure has strict and clear standards, paying attention to size, technique and strength, requiring cleanliness, neatness and accuracy. Strict and clear process standards even go deep into every movement of workers. The mastery of this technology is led by the master, and the practice depends entirely on personal repeated practice and thinking. Product description: Material: pure natural material-selected cotton, hemp and other raw materials, the sole is made of fine hemp rope, and the upper is woven with brocade. Performance: It has the advantages of comfort, breathability, sweat absorption and foot protection. This is a manual production method, which is suitable for traditional inline products. This shoe has outstanding national characteristics and is the best product for home leisure. Once listed, it is deeply loved by friends who pursue comfort and elegant taste. Company honor 19 15 (in the fourth year of the Republic of China) won the "first prize of all kinds of shoes" by the domestic product exhibition Beijing Urban Products Association; In 2008 Beijing Olympic Games, 1935 (in the 24th year of the Republic of China) won the first prize of "Boots and Shoes" in Beiping Real Estate Exhibition; 1984 was rated as "excellent product"; 1987 won the "product second prize" of the National Footwear Federation; Starting from 1992, the trademark "Inline Rising" was recognized as a "famous trademark" by Beijing Administration for Industry and Commerce for four consecutive times, and was named as "China Time-honored Brand" by People's Republic of China (PRC) and Ministry of Internal Trade on 1994. 200 1 was recognized as a designated tourist store by Beijing Tourism Bureau; In 2002, it was listed as "Key Protection Enterprise for Counterfeiting and Supporting Excellence" by China Quality Inspection Association; In the same year, inline upgraded cloth shoes were rated as "China Famous Trademark" by China Business Federation; In 2006, it was awarded the title of "China No.1 Cloth Shoes" by China Business Federation; In 2007, it was included in the list of intangible cultural heritage specially protected in Beijing. In the same year, it was recognized as "China Well-known Trademark" by the State Administration for Industry and Commerce, and became the only enterprise in the footwear industry to receive this honor; In 2008, it was listed in the national intangible cultural heritage list; In the same year, we provided etiquette shoes for the 29th Beijing Olympic Games. 20 1 1 became the first batch of national demonstration bases for productive protection of intangible cultural heritage. Since 1996, the Inline Intangible Cultural Heritage Exhibition Hall has held a shoe culture exhibition, which has collected a lot of materials along the ancient history of shoe culture in China (a few foreign shoes) and the history of shoe development in China, and displayed the development process of shoe culture and enterprises in a more complete and detailed way by means of words, pictures and objects. This move adds a lot of color to the study of the development of "shoes" and Hongyang shoe culture. Today, when "green" consumption is advocated, embedded shoes truly reflect its significance. It is the company's development goal to study the market seriously, meet the needs of consumers, take the market as the guide, and radiate the world based on this city.