Cooperate with customer health uncle

According to Yangzi Evening News, in Taikooli, Chengdu, what would you think if you saw a middle-aged man with a moustache and running in high heels? Don't be surprised, he is the owner of a high-heeled shoe shop. Recently, his video of "cross-dressing" in high heels became popular, and nearly 4 million fans all over the network were amused by his video. Although high-heeled shoes were designed for men in history, in modern life, high-heeled shoes have become women's exclusive dress. Generally speaking, it's a bit awkward to watch men wear high heels. So, why is the video of this uncle wearing high heels loved by so many people? On June 4th, 65438+1October, 65438, reporter Niu Zi of Yangzi Evening News contacted him. His name is Wu Nan, from Sichuan. He started his own business after graduation and now sells tens of millions of women's shoes. He told the reporter the story of his wearing high heels.

"Uncle Wu" kicks high heels.

Behind the popularity of "alternative" videos

In Wu Nan's video, he has a big back, black-rimmed glasses, a moustache on his chin and a pair of red high heels, running in the wind. The appearance of running hard is a bit funny, so it has attracted the attention of many netizens.

"I accidentally embarked on the road of wearing women's shoes to shoot videos. At the beginning, I did this just to attract attention and traffic and sell shoes better. " Wu Nan made no secret of it.

Wu Nan, a native of Zigong, Sichuan, is 465,438+0 years old. His major is computer. After graduation, he started his own business. Now he sells women's shoes with an annual turnover of tens of millions.

170cm, 128 kg, size 39, Wu Nan's leg muscles are tight after exercise, and his calf looks no different after wearing high heels. He said that the role of the video is to better understand high heels and make high heels that are more friendly to women's feet.

Some people even exclaimed in the live broadcast room: "This man is better dressed than a woman, and the shoes make me a little moved."

The influx of orders put his business on track. Wu Nan told reporters that success is not achieved overnight. In order to win the reputation of customers, he spent 15 years, and the road to entrepreneurship was full of twists and turns.

After graduating from college, Wu Nan began to work in sales, and started a business in 2008, working as an e-commerce company and selling women's shoes.

"At that time, I also enjoyed the first wave of dividends from e-commerce. After half a year, the monthly running water is 20 million to 30 million. Although the profit is relatively thin, it still makes money. However, when the orders increased sharply, many problems poured out due to the lack of management and financial planning ability. In 20 12 years, the first venture ended in a loss. " Wu Nan recalled.

Wu Nan is not discouraged, still optimistic about the women's shoes market. In 20 13, he came to Zhejiang, where women's shoes were concentrated, and started a second venture. It is catching up with the rapid development of e-commerce, and soon he is doing well, with tens of millions of sales a year.

"At that time, the team had reached 100 people. At the peak, we accounted for five or six stores in top 10 on the platform. " Wu Nan told reporters that the mentality has changed at this time. "I want to make it bigger."

Unfortunately, in the process of rapid expansion, there have been many uncontrollable problems. By 20 18, Wu Nan had made millions at first, but lost more than 8 million, and his second venture came to an abrupt end.

Two ventures really hit Wu Nan hard. For the next two years, he did nothing and felt very confused. "I can't find the direction at all, and I don't know what to do."

It was not until an accidental opportunity brushed a short video that he was inspired. In 2020, he started three more ventures.

In order to break through the psychological defense line

He went to Taigu, Chengdu in high heels.

"At a party, a friend mentioned that on the short video platform, a man wearing high heels seemed to get a lot of clicks." A casual remark from a friend caught Wu Nan's attention. "My foot is size 39, just enough to wear high heels. Can I wear high heels for marketing? "

Although you do it, the first time is always not so easy to accept.

"Actually, I don't have a hobby of wearing high heels, just to shoot videos and sell shoes." Speaking of the experience of wearing high heels for the first time, Wu Nan said: "It hurts. Although walking will not fall, it is unstable. " He wears high heels in the office every day, and it takes him two weeks to walk skillfully.

Every day, as soon as she walks into the office, Wu Nan changes into high-heeled shoes, looks in the mirror while walking, and sometimes finds a video of a female model wearing high heels and puts it on the big screen to practice with them.

After long-term practice, Wu Nan summed up his own experience. "The stress point should start from the heel, the ankle should be hard, and the waist should be twisted." Wu Nan said that it took him another three months from walking to running.

It is really a challenge for a big man to walk in front of people in women's high heels. Wu Nan said that he also made many attempts to break through his psychological defense.

"From the company to the pedestrian street downstairs, I tried many times before I dared. Although there are not many people, I always feel that someone is watching you, and I bowed my head. " Wu Nan said that later, in order to force himself to break through the limit, he wore high heels to Taigu, the bustling business district in downtown Chengdu. "I walked three or four times for about half an hour each time." In this way, slowly, he got used to wearing high heels.

In Wu Nan's office, there is also a red high-heeled shoe with a heel as high as 1 1 cm. This is the highest heel high-heeled shoes he has ever worn. "It's very hard, and there is no comfort. It can only be said that it looks good and can make the lines look better and more elegant. "

Wu Nan and the red high heels he tried on.

"I first put on high heels for traffic, but when I gained 65,438+million fans, the direction changed." Wu Nan said that in the past, it was purely for selling shoes, but after in-depth experience, she began to shift to the perspective of helping women try on. He officially embarked on the road of "men's football" mode.

Wu Nan tried on high heels.

Try on 1000 pairs of high heels every year.

She is both a model and a spokesperson for her own shop.

"In the communication with fans, I learned that women, especially after getting married and having a baby, slowly stop wearing high heels, and some are uncomfortable and uncomfortable; Some work is stressful and they stand for a long time every day. " Wu Nan told reporters that they still need to wear high heels, but they just gave up because they were uncomfortable.

To this end, every time a style comes out, Wu Nan will try it on. "There are more than 1000 pairs of new women's shoes a year. I have to try on each pair, leaving more than 500 pairs, and the remaining half is eliminated."

In order to choose relatively comfortable shoes, Wu Nan will also conduct treadmill kilometers and outdoor running violence tests, with an average of 1000m per day.

Wu Nan tries on many shoes every day.

Selling high heels, why not just find a female foot model? "I'm not the only one in the company who tried. The company has many different types of female feet. But as a founder, I can convey the first intuitive feeling after trying on to users, which will make women feel understood. In addition, men's feet are generally wider than women's. Doing according to my standards can improve the comfort of shoes. " Wu Nan introduced, mainly from the above two reasons.

"Many bosses are getting bigger and farther away from customers. I think we should be close to users and understand their needs. " Wu Nan told reporters that he is both a model and a spokesperson in his "Uncle Wu with high heels" shop.

Today, Wu Nan will wear high heels to endorse her own brand.

"Only after the pro-test, can I clearly communicate with the printmaker the subtle differences between the latitude of the shoes and the last of the shoes." Wu Nan said that how to improve comfort and help women make a pair of high-heeled shoes that fit their feet is his pursuit. To this end, he tried to improve materials, details and technology.

It is planned to open experience stores nationwide this year.

I will still run in high heels in the future.

In the early days of starting a business, Wu Nan started with an accumulation of 20,000 to 30,000 yuan, fell down and got up again. She has been making women's shoes, and now she has her own brand. He also has a plan for the future.

"In fact, many women dream of having a big cloakroom of their own, or a big shoe cabinet, but it is rarely realized. I am going to open offline experience stores in major cities across the country this year, 80 to 100 square meters, making it look like a cloakroom for customers to experience. " Wu Nan told reporters that offline stores don't sell, so he took a fancy to placing orders online.

Wu Nan is very busy at work.

Wu Nan introduced that the shoes he sells are all independent brands, which are designed in cooperation with related majors in colleges and universities. After trying it on, the factory started production.

After becoming a model, no matter who he meets, Wu Nan's first sight is his own feet, which has become his professional habit. If you buy high-heeled shoes, he suggested that they should not only be beautiful and fashionable, but also be matched according to the foot shape. "For example, all four toes are flat Roman feet. If you wear pointed shoes, you will definitely rub your feet and choose a square head; If it is the Greek foot with the longest second toe, then choose a round head. " For women with flat feet, Wu Nan doesn't recommend wearing high heels, which is bad for your health.

Wu Nan doesn't like being called an internet celebrity. He claimed to sell shoes. He doesn't even want to call his fans on the Internet fans, but users or customers. He thinks it is good for everyone to talk about the style, style and comfort of shoes together, and it can also add an extra layer of relationship, such as becoming good friends with some customers. His purpose is to make everyone wear comfortable high heels and earn some money by the way.

Wu Nan wants customers to wear comfortable shoes.

Everyone around him knows that he sells shoes and is used to him wearing high heels to shoot videos. Wu Nan said that he is optimistic and will stick to this industry, and will continue to run in high heels in the future.

Reporter: Chen Yongmei Jianming