83 Year Old Veteran "Huili" Opens Flagship Store In Shanghai

83 year old Shanghai old brand "

Plan to enter a first-line department store

At the opening of flagship store, many Shanghai citizens came to join in.

In the past 60 years, Mr. Chen, an old Shanghai resident, said he had come back to the flagship store for more than 40 years ago.

"Wearing it, I feel back to my youthful vitality."

"The plan is to open a flagship store in every district of Shanghai in the next three years. At the same time, it will attract 50 to 100 stores in the city," said GUI Cheng Gang, executive secretary of Shanghai Hui Li shoes limited company.

According to introducing, at present, there are more than 200 stores in the whole country, and in Shanghai, there are plans to enter some of the department stores in Xujiahui, Huaihailu Road and Nanjing road.

It is reported that the flagship store sells products in addition to the white bottom and the classic patterns of red patterns, as well as the commemorative shoes for the Expo's licensed products, the designer and students' hand-painted shoes, and the new casual shoes, four categories of more than 150 series, nearly 2000 kinds of styles.

Developing high-end brands "

Founded in 1927, Huili shoes industry was the first brand of sports shoes in China, and it swept the whole country in the 70s and 80s of last century.

Insiders said that when the shoe was the hottest, the people queuing up to buy shoes at the gate of the factory were queuing up to buy buns - shoes just under the production line, and "hot", they had been sold out.

However, by the mid 90s of last century, with the gradual popularity of imported fashion brands, the styles of shoes with a relatively simple style gradually became cold.

"In the brutal market competition, the Huili factory went bankrupt, the government stripped the brand from the bankrupt enterprise, and set up a new company and learned from the operation mode of the import brand: the company mastered the brand, technology and marketing network, and the production was handed over to the local shoe factories with low quality and low cost."

Gui Chenggang said.

At present, Shanghai Huili shoes industry Co., Ltd. is a wholly owned subsidiary of Shanghai Huayi (Group) company.

"Back shoe" has been on the "wholesale sale" mode before 2000, but the profit is low.

Gui Chenggang told the Morning Post reporter that Huili has been considering the problem of developing terminal sales, but first of all, we should overcome the problem of fewer varieties.

To this end, the shoe industry in 2006 began to take the road of brand authorization, and authorized a single product to be developed and sold by other enterprises.

He disclosed that at present, more than 10 enterprises such as Wenzhou have established cooperative relations with Huili.

In 2008, the overseas trend of retro will be pushed overseas and become the favorite of many European and American "Chaozhou" people.

It is reported that Europe's back shoes 50 euros per pair, comparable to Nike, Adidas and other first-line brands.

Gui Chenggang said, will be gradually recognized by young consumers at the same time, quickly enter the terminal market.

While developing the sales network, the shoe industry also plans to develop its high-end brand individually.

According to Gui Chenggang, before returning force has set up counters in Hangzhou Yintai department store to test the water high-end market.

Gui Chenggang said that at present, high-end brands are ready to play down the brand of "back force" and develop their English brand "Warrior".