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According to Yangzi Evening News, in Taikooli, Chengdu, what would you think if you saw a middle-aged man with a small beard 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 caught fire, and nearly 4 million fans of the whole 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 clothing. Generally speaking, it's a bit embarrassing 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 the sales of women's shoes are tens of millions. He told the reporter the story of wearing high heels.

"Uncle Wu" kicks high heels.

Behind the popularity of "alternative" videos

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

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

Wu Nan was born in Zigong, Sichuan, and 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, 39 yards, Wu Nan's leg muscles are very tight after exercising, which makes his calf look 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.

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

The influx of orders put his business on the right 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, selling women's shoes in an e-commerce company.

"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 thin, I still made money. However, when orders increased sharply, many problems emerged due to the lack of management and financial planning capabilities. In 20 12 years, the first venture ended in a loss. " Wu Nan recalled.

Undaunted, Wu Nan is still optimistic about the women's shoe 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 it is doing well again, with sales reaching tens of millions a year.

"At that time, the number of teams had reached 65.438 million+people. At the peak, we had five or six top 10 stores 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, many uncontrollable problems have emerged. By 20 18, Wu Nan had made millions of yuan at first and lost more than 8 million yuan, and his second venture came to an abrupt end.

The two ventures really hit Wu Nan hard. In the next two years, he did nothing and felt very confused. "I can't find my way at all. I don't know what I should 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 a man wearing high heels seemed to have a high click-through rate on the short video platform." 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, it is always not so easy to do it for the first time.

"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, walking is not stable. " He wears high heels in the office every day, and it takes him two weeks to walk skillfully.

Every day when she walks into the office, Wu Nan will change into high-heeled shoes, observe in the mirror while walking, and sometimes find a video of a female model wearing high heels and put it on the big screen to practice.

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 to walk to run.

For a big man, walking in front of people in women's high heels is really a challenge. 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 the center of Chengdu. "I walked three or four times, 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 is beautiful and can make the lines look better and become more elegant. "

Wu Nan and the red high heels he tried on.

"I first put on high heels for traffic, but when I got 65,438+million fans, the direction changed." Wu Nan said that in the past, it was purely for selling shoes, but after having a deep understanding, she began to turn to the angle of helping women try them on. He officially embarked on the road of "men's football" mode.

Wu Nan tried on high heels.

Try on more than 1000 pairs of high heels every year.

She is both a foot 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 got rid of high heels, some because they were uncomfortable and uncomfortable; Some work is stressful and they have to stand for a long time every day. " Wu Nan told reporters, but in fact, they still need to wear high heels, but they just gave up because they were uncomfortable.

Therefore, every time a style comes out, Wu Nan will try it on. "There are more than 1 000 new women's shoes every year. I will try on each one, leaving more than 500, and the remaining half will be eliminated."

In order to choose relatively comfortable shoes, Wu Nan will also conduct treadmill kilometers and outdoor running violence tests, with an average daily running of 1 1,000m.

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 on this dress. 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, and 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 it is necessary to be close to users and understand their needs. " Wu Nan told reporters that he is not only a model, but also the spokesman of his "Uncle Wu in high heels" shop.

Today, Wu Nan will wear high heels to speak for her 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 them is his pursuit. To this end, he worked hard 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.

At the beginning of his business, Wu Nan started with the accumulated 20,000-30,000 yuan, fell down and got up again. She has been making women's shoes, and now she has her own brand. He also has plans for the future.

"In fact, many women dream of having a big cloakroom of their own, or a big shoe cabinet, but this 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, and they took a fancy to placing orders online.

Wu Nan is 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, it is produced by the factory.

After becoming a model, no matter who he meets, Wu Nan will look at his feet at first sight, which has become his professional habit. If you buy high-heeled shoes, he suggests not only being beautiful and fashionable, but also matching them according to the foot shape. "For example, all four toes are flat Roman feet. If you wear pointed shoes, you will definitely grind 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 not good for their 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 fans online, 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 aim 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 they are used to him wearing high heels to shoot videos. Wu Nan said that he is optimistic, will stick to this industry and will continue to run in high heels in the future.

Reporter: Chen Yongmei Jianming