Climbing step: Focus on making light luxury candy

Participate in the release of Millet and other brands, the equivalent of a grand candy show. Article | Liu Chen A few months ago, a father hectic into the crawl step "in the Beijing international trade three, said:" Today is my daughter's birthday, I forgot, now there are more than 20 children in the family waiting for me. "After a round in the shop, the father spent 6000 yuan to buy a large cartoon suitcase loaded with candy to drive away, leaving a sentence: This box my daughter must like. "You have to understand that everyone is under a lot of pressure now and he's not going to forget his daughter's birthday," said Sheinhai, the founder of the climbing step. But people in the workplace, home, friends are in front of a different state, can not relax, always have scruples about the place. Now the most scarce, most valuable is the real emotion, and candy is an excellent emotional carrier. "Early September, Sheinhai brought a lot of cans of candy to Hangzhou to participate in the Innovation China finals, to the judges to taste." At the end of the game, the judges ate up a whole jar of sugar. He thinks it's a good point: sweets can be reduced, so you'll see many older people start to love sugar. If you want to eat sweet, why not choose a little bit of candy? " With millet, apart from selling hard candy, soft fudge, cotton candy and other basic, climbing step-by-step main feature is Custom candy, sugar with candy processing technology brand logo, couple name, can be used as a gift, can also be used as a sweet, but also in the enterprise activities. Sheinhai in di letter and work, also opened a mobile phone accessories chain, belong to the Internet circle and mobile phone circle of people. The climb step has been established less than two years, has already appeared in many internet company's promotion activity. Microsoft, Huawei's product launch has used its customized candy to do gifts, micro-bo, micro-letter, the United States Mito, UC also customized to play the corporate logo candy. But one of the most famous appearances was the MIUI6 press conference in the early days of millet. Millet MIUI6 System theme for colorful ", in the circle of friends can customize lollipops and granular sugar company, and by people with Sheinhai made contact. At the end of the MIUI6 conference, Millet played a colorful lollipop video. In addition, the climbing step also sponsored the gift of the Conference. These promotions cost little, but only a little bit of candy production. "The Internet has changed the brand's product structure," Sheinhai said. Now as long as there is a good event or good customer presence, it can produce a great power of communication. In addition, climbing step also got a lot of stars endorsement: Han Cailin wedding with climbing step sweet, the shop in the three-year trade, Chen Yao and Xiaolu under the orders. The cooperation with Millet has great inspiration for Sheinhai. Before he thought the target group of crawling step is children and wedding newlyweds, and millet has a lot of male cock silk users, it is difficult to crawl with the intersection of steps, and cooperation after the discovery of their own climbing steps in the localization of the children and wedding is too narrow. He learned a way of life from a small rice--published in MIUI6After the meeting, millet to play on the Millet logo climbing step candy on its official website store for sale. Crawl and crawl step-by-step positioning light luxury ", Sheinhai to the definition of luxury is a good thing to buy", in addition from the food point of view, to delicious, fun. Chinese people always say they do not like to eat sugar, but in fact, in a large number of foreign candy consumption. "Crawl step-by-step with small volume customization to achieve large-scale production, the existing 4 retail stores have done in a short period of time to become profitable, they build a strong barrier of luxury brands." The recent Internet circle's popular Craftsman Heart "comes from a documentary that was a few years ago," The God of sushi. A 80-year-old man who makes a simple sushi temperature "can have a close interaction with the guests, which is the spirit of crawling and walking." The big difference between us and so-called luxuries is that luxury is positioning itself in ' God ', but crawling is an emphasis on interaction. We have shortcomings, the user pointed out, can be changed immediately. "Sheinhai do not want to climb step is tall", but also often warned the staff of Guomao shop, do not learn some high-end luxury brands "cold attitude." The climbing step of the opposite tall "also manifested on the bad shelf." Creeping up and down the stairs will often blend in with "Some fun Internet events, do not mind the", no lower bound "thing, such as in the Tanabata festival, launched half-naked men to Poly-Mei excellent products to the female staff to send candy roses, to 360 of the cock silk male" Staff to send is made from the candy of Japanese name device. " At first Sheinhai also feared, candy such heavy taste will have influence on the brand image? But it is also from the millet to get the inspiration-millet so-called serious, is you want to make a funny thing really funny is also difficult. is crosstalk simpler than drama? Crawling and walking is funny, but we're serious too. Part of our product is to do ' pioneer art ', perhaps the public do not understand, but it does not matter, it represents our ability and imagination, you can understand that for us to participate in these activities is a candy show. "The location must be high profile location to go to the top of the climb is a step-by-step is clear." Because the Chinese people's ability to follow the bandwagon is very strong, as long as it is a little something new people will learn, but high-end is difficult to learn, the first is to invest in large, the second need to accumulate funds and adhere to. There are 4 direct shops in Beijing, respectively, in three Li Tun, international trade, 798 and Yi Causeway Harbor, which is to prepare for a protracted war. It covers an area of 300 square meters and is almost the largest candy store in Asia. The international trade store rents higher, but the shop also opened to 100 square meters. Sheinhai Frankly at the beginning also wanted to open a 20 square meters of the store, after all, easy to make money, but the big shop has a challenge, and the advantage is that the gas field is not the same, will force you to do more of the category. People sometimes have to bear the pressure. "Four stores each have the keynote, in addition to the logo, the decoration style is different." Trade Shop has a large floor lattice wall, to cans of sugar, wedding customized sugar, open in the star love to go to the three; Sanlitun shop towards the west, Sishi very powerful, on the rainbow as the theme,Made a rainbow awning; it is particularly welcome to home consumers; 798 is the Factory shop, there are many children to experience making candy, the name of the category of candy is not afraid to appear there. This reference to the Starbucks localization style, because Sheinhai that personalized storefront will be the future trend of development. But no matter how the decoration style changes, each store will be decorated with colorful. Children like bright colors, adults are the same, see these colors will show their childlike side. Shop intentionally do old, do not want guests to enter the shop there is pressure, if they see everywhere is new, will not touch, dare not touch. "Innovation in China, the final showdown, climbed the steps of the 1% stock auction shot out of 600,000 yuan, won the ultimate PK of the king." Sheinhai in the beginning also didn't think can blockbuster, but he thought climbing step of creativity is good, another can in Beijing a few rents high place open shop is VC optimistic one of the reasons. The crawl plan at the end of this year will increase the Beijing store to 8, and another candy factory, the future may also be with the star or well-known anime image to open a brand candy store.