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Comeback: Huili Shoes Want To Build High-End Brands

2010/9/20 12:00:00 61

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With the growth of several generations of old brands "

Warrior

"Opened flagship store in Pingliang road.

Yesterday, the opening of the new store was well received.

As of nine last night, less than eleven hours of business, sales of shoes have sold more than 400 pairs, sales of over thirty thousand yuan.

The high-profile return of "Hui Li" is just the first step in its return to the market.

GUI Cheng Gang, executive director of Huili Group, said that in order to enter more front-line department stores in the future, it will expand the number of stores nationwide to one thousand in three years.

Old fans love "Huili".

"Back force"

Flagship store

With an area of three hundred square meters, the shoes for sale include the WB-1 classic basketball shoes with white bottom and red patterns, as well as the commemorative shoes for the Expo's licensed products. The designer and student's hand-painted shoes and the new casual shoes have more than 150 series of four categories, nearly 2000 kinds of styles.

At the peak of the morning passenger flow, almost all of the classic canvas shoes were full of shoes and shoes.

"I grew up in my back shoes, and I used to play football when I was little.

At that time, a pair of shoes seven or eight yuan, the sole is beef tendon, good quality, very durable. "

Chen master, who lives in Yangpu, recalls, "a few years ago, the old factory was closed, and I didn't find where to sell back shoes, and I never bought them again."

He laughs, "today came out to buy vegetables, just saw the opening ceremony, came to buy a pair, memories of childhood."

"This time, I know that Huili is going to open the flagship store.

Xuhui

It's coming. "

Aunt Wang, who lives in Xuhui, bought two pairs of WB-1 classic basketball shoes. "In the morning, boxing is very comfortable."

Reporters at the scene to see, like Aunt Wang at such an age of "back powder" is not uncommon, many from the city's districts to come to support.

In addition, some young post-80s children also come to the flagship store to purchase personalized hand-painted shoes.

On the first day of its opening, the flagship store sold nearly more than 400 pairs of sports shoes, including 70% of the sales of classic canvas shoes, and several times a day.

Foreigners love classic models.

In the mid 90s of last century, the old factory of Pingliang road was closed due to the impact of imported brands and high production costs.

In fact, Huili did not completely withdraw from the consumer's view, but because of low key location, awareness is not high.

Two or three years ago, with the trend of domestic goods resurgence, many of the "tidal shops" located in Dongping Road, Hengshan Road and Nanjing West Road were selling back and jumping shoes.

These seemingly low-key shops became foreigners' choice in Taobao.

"Classic shoes like Huili have sold 50 euros in France and other European markets, but they only sell tens of dollars in the domestic market, and the price difference is nearly ten times.

So many foreigners come to Shanghai to buy shoes in the store. They buy more than a dozen pairs and bring them back to friends.

Tian Bo, manager of a small shop in Jingan villa, introduces.

"The classic basketball shoes and football shoes with the characteristics of return are the best sellers, and some hand painted shoes are also popular with post-80s and 90s."

Tian Bo said, "we have entered some casual shoes before, but we find foreigners do not like these new styles which are not very characteristic. They like classic ones."

To build high-end brands

The new flagship store is just the first step to "return to power" to return to the market.

In an exclusive interview with reporters, GUI Cheng Gang, executive director of Huili Group, said that in the next three years, it plans to "pull back" into hot business circles such as Huaihailu Road and Nanjing road.

In fact, last month, Huili has set up counters in Hangzhou intime department store to test the high-end water market. A pair of WB-1 classic basketball shoes sold for 79 yuan, while the same amount in Shanghai flagship store was only 52 yuan.

In addition, Yintai counters also sell "back" classic package, a pair of WB-1 basketball shoes, plus badges and information, the price is as high as 268 yuan.

Gui Chenggang said, "in the future, our plan is to build the brand positioning from the middle and low end to high-end, and gradually develop some high-end products.

From the situation of Yintai, the sales situation is very good.

A few years ago, most of the shoes returned to the consumer market through wholesale channels. They outsourced the brand's production to more than 20 foundries, such as Zhejiang, Fujian, Henan and Shandong.

After finished products are sold to wholesalers, they decide the retail price and the pricing. This way is not conducive to the improvement of brand value.

Gui Chenggang said that in the future, more self employment methods will be adopted to enter the retail terminal.

From January to August this year, the total sales revenue of Huili company increased by 32% compared with the same period last year, and this year's sales volume will strive for 200 million.

"Within three years, we have opened a backbone store in each district in Shanghai, with more than 20 backbone stores, reaching 50 to 100 stores in the city."

Gui Chenggang said.