Nei Lian Sheng was created in the third year of Emperor Xianfeng’s reign (1853 AD) by Zhao Ting, who was born in Wuqing County. In his early years, he learned to make shoes in a shoe-making workshop in Beijing. With great perception, he soon acquired a good craft. Zhao Ting decided to open his own shop after accumulating rich customer connections and certain management experience. Zhao Ting analyzed the situation of the shoe manufacturing industry in Beijing at that time and found that there were no shoe stores specializing in making shoes for the officials. Therefore, he made up his mind to open a shoe store intended for the officials. The target clients were the officials, so he pulled strings and made shoes for the royal families and top officials.

As for the name “Nei Lian Sheng”, “Nei” meant “court” and “Lian Sheng” made the allegorical saying that if guests wore shoes made by Nei Lian Sheng, their official career could go up three grades. According to an old saying, “a pair of shoes was viewed as the symbol of one’s identity.” For Beijingers, it won’t work without good shoes when they go out. Only when wearing good shoes can they look good. Where could they buy such decent shoes? Nei Lian Sheng. In the old days, the rickshaw drivers wore shoes made by Nei Lian Sheng; the officials and military officers wore boots made by Nei Lian Sheng; and even the last emperor of the Qing Dynasty wore royal boots made by Nei Lian Sheng when he ascended the throne.

Nei Lian Sheng recorded the size and pattern of each official’s shoes. If they bought shoes once again, the shoes could be made on the basis of the record without their presence. Meanwhile, it made it easier for lower-level officials to purchase tailor-made shoes for their superiors as gifts. Lü Zhong Bei Zai, a profile that recorded the official positions, wearing styles, preferences, sizes and styles, came into being. It was the earliest “customer relationship management profile” in China, which has been compiled into the MBA course case database of Guanghua School of Management of Peking University. Nowadays, Nei Lian Sheng serves ordinary people with the utmost sincerity and trustworthiness as their long-standing business philosophy.

Store: Nei Lian Sheng (Dashilan)

Tel.: 010-63014863

Address: No.34, Dashilan Street, Xicheng District, Beijing