UGG burning, toe shoes, waiting for "tipping"

Look, is filled with the ubiquitous U-G G snow boots! The same at first glance under the shape of a little "eccentric" Yum the Bon the toe shoes for myself to open up another channel: gym, foot museum and bathing beach.

Today is filled with the ubiquitous UGG boots, been critical of harsh fashion known as the "most ugly" shoes, but set off one of the most irresistible pop culture worldwide in recent years. And this pair has successfully to fly fashionable Shang Diantang ugly shoes and was nominated for the 2011 Wealth contest top ten projects Yum Bon the toe shoes "more like a yet to be transformed" ugly duckling ". Similar origin, the same at first glance a little "odd" shape and feel comfortable wearing, let us reason to expect its market detonated.

  The shoe toe separating is also known as shoe.

UGG, rocs and other odd shape but often set off a wave of popular predecessors, the originator of the toe shoes also from abroad.

In 2005, an Italian footwear manufacturers V I bram first launched in Europe and the U.S. market a wear non-slip polyamide foot sets as the sole material and highly personalized to separate the five toes. Is different from most of toes separate shoes, toe shoes enhance the foot sensor receiver, making the wearer a more balanced and safe walking, running, or even climbing is seen as a new sports shoes category. But perhaps it is because it is in the shape too "deviant", V I bram been positioned in a fairly narrow niche "enthusiast" market.

Early 2007, when the Tao within the medical device industry is still found because of the chance V I bram the toe shoes and toe socks market earlier, and suddenly this look weird but distinctive new products a strong interest. When he discovered through follow-up more detailed market research, the country even a corporate R & D, production and sales of similar products, the "toe shoes" naturally became a significant business opportunities in his eyes not to be missed.

After nearly two years of the early R & D, Zhang Tao, not only completed production toe shoes must be the development of a variety of cutting, injection mold and separate toe shoe tree "from scratch", but also applied the toe shoe sutility model patents. He found better at marketing and sales for an old friend of Lee Dong Feng Liang, Si Bangte Footwear Co., Ltd., was established in Guangzhou began producing and selling its own brand "Yum Bon the toe shoes.

The current Si Bangte footwear, Managing Director, Mr Lee Dong told reporters the South, this appearance seems odd toe shoes make up is not easy. First, in addition to a molded rubber outsole outside the uppers and the uppers and soles of the connection must handmade greatly limits the plant's production capacity. To the size of the the Si Bangte nearly 1,000 square meters plant and more than 40 workers, for example, every day the most they can produce two or three hundred pairs of toe shoes.

Secondly, in order to ensure the wearer when barefoot, wearing comfortable, stitched toe vamp can not use ordinary bur to avoid leaving pin impact barefoot wearing comfort. Now, Si Bangte adopted special bur Lee Dong After several rounds of repeatedly finding and testing to determine down.

Lee Dong says with a laugh: "A few years ago, Zhang Tao, the decision would never have thought of which there are so many details of the obstacles in the development of toe shoes" and similar products in order to produce comparable with V I bram toe shoes, Lee,Zhang Feng three initial investment of nearly $ 5 million.

Wait for the "tipping point"

Despite the huge initial investment, but for the domestic market, toe shoes, after all, a fresh "stuff", you need a certain degree of market cultivation period.

Beginning in 2009, Si Bangte side by undertake foreign trade orders from the United States, Russia and other overseas markets to maintain the normal operation of the plant, on the other hand, to build domestic sales channels through distributors around the development.

Lee Dong south reporter, in his conception, Si Bangte positioning should be a brand owners and manufacturers of goods, marketing and sales will transfer to franchisees and distributors to develop a greater extent. Nationwide franchisees and dealers have opened nearly 40 Yum Bonthe shops, mainly in the second and third tier cities, the Si Bangte through the establishment of a unified image of the specialty stores, sales training and and franchisees, distributors, joint promotion to manage the "Yum Bonthe brand.

On the other hand, Mr Lee Dong also plans to open up a separate special channel from the beginning of 2012, for their own toe shoes, major gym foot museum, as well as bathing beach. In his view, these special sales channels will toe shoes early target audience gathered in the shoes wearing comfort requirements and higher spending power of potential consumers, a more targeted market cultivation. the particularity of these sales sites also better able to highlight where the characteristics of toe shoes and other sports shoes.

In overseas markets, Lee Dong also prepared to no longer wait passively for orders home network of distributors, franchisees will be further extended to Southeast Asia. After all, this region has a wide range of sandy beach, local market prospects for considerable popular location for domestic tourists travel abroad, but also help stimulate domestic toe shoes market awareness and sales prospects.

Lee Dong were happy, not only Google, co-founder Sergey Br in to attend Chrome O S-demonstration wearing this pair of very strange "toe shoes" in the November 20, 20092011 in the hit U.S. drama "crime Scene Investigation (C IS) also appear again the figure of a toe shoe.

However, "a pair of ugly shoes, what how to detonate" Perhaps, as Malcolm Gladwell, author of the "tipping point", said that we can only try to do your homework in any of the details of a micro manager. As for the tipping point when the arrival, we can only quietly wait.