Oliver Tang (TANG Cheng) is not particularly famous in the circle of dress shoe enthusiasts, because he is very low-key and puts his heart and soul into the products.
His experience in the industry is not particularly rich. He has only worked in two companies, but the products of these two companies can really represent the top level of classic dress shoes in China.
In 2023, he returned to Oct Tenth team, and made an impressive upgrade to the product.
At the same time, he was willing to be interviewed for the first time.
Introduce yourself briefly.
34-year-old, born in Shanghai, beauty addict, likes to study beautiful things.
How did you meet CHU Jiahao, the owner of Oct Tenth?
We are college classmates and have been friends for more than ten years.
When we found TGC (the former of Oct Tenth), what was your respective job?
CHU Jiahao was responsible for marketing and business development; Xibao is responsible for docking customers and orders; I was in charge of taking photos and pictures, and began to study the design of lastmaking and shoemaking technique.
What is the biggest difficulty in the early stage of starting a business? What is the greatest pleasure?
Perhaps the biggest difficulty lies in the embarrassment of living conditions.
The greatest pleasure is the sense of accomplishment gained after in-depth study of something you like and creating something.
Why did you leave after TGC was on the right track?
Accurately speaking, I left before TGC got on the right track. At that time, I didn’t find an accurate career direction, and there were too many uncertainties and instability, so I chose to take other paths.
The product you launched in another company was indeed superior to TGC’s shoes at that time. Is this your declaration of war on the factory director?
No, I believe that all products that exist in the market have their positions, and there is no absolute superiority or inferiority.
TGC products have always been popular in the market, and there must be a reason.
At that time, I devoted myself to studying the products of famous foreign brands and shoemakers, and focused on making my ideal products.
What brings you back here again?
At the beginning of 2023, I had to go back to Shanghai for private reasons. I am not going to continue to stay in classic dress shoes industry. The market is small and the profit is low. Perhaps it is not a good business from the perspective of making money, and I have arranged for other industries to make a living.
Then CHU Jiahao and Xibao extended an olive branch. They had a very clear and good plan and vision for the development of Oct Tenth brand, and convinced me that we could still make a difference here, so I returned.
In terms of products only, do Oct Tenth surpass the quality of your last company?
I think there are places beyond and places below, but on the whole, I think Oct Tenth shoes are like a new generation of products, pursuing deeper things.
As a product director, what details of shoes do you care most about? List three.
Pattern and lines, including two-dimensional and three-dimensional; Materials; Fit and comfort.
When you design a shoe, do you think about outfit, or you just want to turn it into a beautiful handicraft?
I will definitely consider the practicality of wearing.
We have been trying to present the style of the brand and collections, and it is the style of the overall dress rather than the style of the shoes themselves.
Our shoes are exquisite as handicrafts, but they are not handicrafts.
Is the durability of shoes your concern?
This is the most basic and necessary consideration, such as the design of the vamp in vulnerable parts, how to use materials and what construction to choose. But in fact, there is no need to be too demanding, because the durability of our products is good enough.
Bloggers all over the world have a very high evaluation of Oct Tenth latest shoes. Do you think there is room for improvement?
I am very happy to be recognized by bloggers, and of course there is room for improvement.
The breakthrough in the design of styles, the closely selected materials and the presentation of styles are all our efforts in the future.
Is there exclusive leather in Oct Tenth?
Yes, especially in recent years, leather manufacturers all over the world have been subjected to various tests, and it can be seen that the quality of products produced by even European manufacturers has declined. Therefore, a large part of calf leather used in Oct Tenth is customized in Italian tanneris, and only in this way can we meet the more demanding requirements of Oct Tenth.
After you returned to OT, what was the most satisfactory shoe you developed?
I think it’s the K last Chelsea boot. I like the design of this boot last very much, especially the boot tube design that we all like internally.
In my eyes, this pair of boots is both avant-garde and retro. Although it seems contradictory, I do feel both avant-garde and retro elements blended in these boots.
In fact, this is very suitable for the theme of metropolitan style envisaged by the current Oct Tenth brand.
What can we expect from the products in 2024?
Next year, we will launch quarterly products in a more planned way, and provide more convenient and professional customized services to new and old users who like Oct Tenth brand.
The product style in 2024 will continue the current feeling, retro and modern neoclassicism.
At the same time, more everyday casual products are also in our plan.
There will also be new lasts, combined with new styles, to create the style of Oct Tenth brand and the style of metropolitan product line.