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作者 叶曙明
很多老广州人都记得有一家大学鞋店,因为它不仅鞋子款式多,服务好,而且独特的店名,也给人留下深刻印象。它的鞋子与大学有什么关系?
大学鞋店创店于1934年。那是广州一段较为稳定繁荣的日子,人们对衣食住行都有了更多的追求。这时,在高第街华强鞋店当学徒出身的李钜观看到了商机。他原来是靠打棉胎为生的,但生意清淡,收入微薄,日子过得颇为艰难困苦,后来便转去学做鞋。他发现做鞋的利润颇大,特别是一些高档鞋,很受公职人员和商界人士的青睐,于是便动了创业的念头,用多年积蓄在万福路开了一间“亚履”鞋店,销售自己做的鞋。

大学鞋店
李钜观的鞋子质量上乘,实行明码实价,而且是“不二价”,顾客反而觉得这是质量的保证,销路比那些能够讨价还价的更好,大家都知道要买好鞋子就买李钜观的“铁价鞋”。这成了最好的口碑广告。1941年,李钜观把鞋店搬到惠爱东路(今中山四路),一分为二,变成“天工”和“友昌隆”两间店。在此期间,他设计的“学生”鞋和“教官”鞋,市场反应热烈,深受军政学界的喜爱。

1943年初,李钜观又把这两间店合二为一,易名为“大学鞋店”,一直沿用下来。他在橱窗摆了一双拆开鞋底,显示内在材料的样鞋,两旁悬挂着醒目的对联:
大学之作 实斧实凿
大学之价 实银实码
李钜观为什么会为鞋店取名“大学”?这引起了坊间不少人的好奇。
有人说,李钜观很有爱国心,目睹旧中国的贫穷落后,寄希望于青年一代,希望他们能发奋学好文化知识,帮助祖国发展,因此取名为“大学”。
也有人说,之所以定名为“大学”,是要强调大学鞋店的鞋是最好的、级别最高的,大有舍我其谁、行内独尊的气慨。因为从小学到中学,再到大学,而大学就是最高学府了。大学鞋店也是所有鞋店中最高级的鞋店了。


1956年大学鞋店转为公私合营企业,迁到地处北京街繁华地段的中山四路361-369号。主要经营男、女、童皮鞋、人造革鞋、运动鞋、布胶鞋、绒面鞋、拖鞋、凉鞋、特大码鞋及其相应辅料鞋带、鞋跟、鞋油、鞋膏、鞋刷、鞋垫、袜子等,经营方式以零售为主,兼营批发和机团服务,附设工场,为特殊异型鞋量脚订造,仅这一项服务,已令大学鞋店在消费者中口碑载道。1986年9月,鞋店全面装修,升格为大学鞋业公司,售卖的鞋以中档为主,兼营高、低档。
20世纪90年代,公司实行了经营放开、价格放开、用工放开、分配放开的“四放开”改革,利用“字号老,声誉好”的优势,先后发展了七间分店,形成具有品种系列齐全,价格系列结构合理,有一定规模经营的知名鞋类专营企业,获国内贸易部授予“中华老字号”称号,并获得“广东省消费者合法权益最佳单位”和“广州市商品质量计量信得过单位”等多种荣誉称号。后因兴建地铁1号线,中山四路拆迁,大学鞋业不得不搬迁,从此便难以为继了,我记得若干年前,在农林下路靠近东风东路处,还看到有一家大学鞋店,不知什么也消失了。
(图片来自网络)
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