New Branches Of Old Trees

If it were not for 2008, a vigorous overseas retro trend, the force might still be stillness.

Everything is fine now.

Accumulated overseas

In September 18, 2010, the 83 year old Shanghai old brand "

In this three hundred square meter shop, in addition to selling WB-1 classic basketball shoes with white bottom and red patterns, there are also 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 two thousand kinds of styles.

Canvas shoes accounted for over 70% of the more than 400 pairs of sneakers sold on the opening day, and several times a day.

At the peak of the morning passenger flow, almost all the classic canvas shoes were full of shoes and shoes, including nostalgic middle-aged and old people.

Huili also once again entered the department store channel.

At the same time as the Shanghai store opened, Huili returned to the front line shopping mall and opened a twenty square meter sidewalk on the seven floor of Yintai department store in Hangzhou, with sales of about thirty pairs per day.

One pair of WB-1 basketball shoes plus badges and information costs up to 268 yuan.

Like the exclusive stores, the main purchase is after 90.

But even so, it seems difficult to compare with the brand influence gained by overseas brands.

If it were not for 2008, a vigorous overseas retro trend, the force might still be stillness.

Now that everything is fine, with the "Warrior" brand to break the strength of the overseas market, already has a star of the Hollywood stars, including Orlanndo Bloom, who has starred in the Lord of the rings.

Since 2009, Huili has launched a series of activities in the name of nostalgia, reinventing fashion brands by restoring the old trend.

"Overseas triggered this trend is external cause, promote our pformation."

Zhou Wei, general manager of the company.

Now, the price of Huili is up to fifty euros (about five hundred yuan) abroad.

In fact, in order to create a fashion return, the company repackaged sporting goods in Beijing during the 2008 Olympic Games.

But on the other hand, as an old state-owned enterprise, there is still a common failing to respond to market reaction.

When people see the new shoe, they always feel "this is an old brand".

Back in 1985, the classic style WB-1, which has been sold in the past, has sold tens of millions of pairs so far and is still producing.

This can explain the lasting appeal of its classic style, but also to a certain extent, it shows that the product is weak.

Another problem is that the company does not seem to have a clear strategy for brand promotion. It is difficult to form enough powerful brand influence by sporadic activities and media coverage.

In fact, because the market behavior of the previous market is mostly confined to the niche, people's cognition of the brand is still at the level of "domestic goods", "utility" and "memory". These news selling points have not changed materially, which is far from the goal of the fashion brand that they set up.

Huili has held a hand-painted footwear product release in Shanghai, which is the highlight of the domestic brand promotion. The purpose is to create influence among young people and create a fashionable brand image.

However, the operation of the conference itself is not good enough, and the result is not as good as expected.

More importantly, these hand-painted products are rarely seen in the market, and young people who are interested in hand-painted topics do not know where to buy them.

It should be said that the brand effect that Huili has accumulated overseas has already been ready for development in China, but it has encountered all kinds of realistic barriers.

In addition to the disjointed product design and the mature marketing methods, changing the sales mode of products is also one of the key points in the image pformation of the brand.

Prior to this, Huili concentrated on wholesale business in China. From now on, it has turned to terminal to foster a wide range of brand awareness.

"With the implementation of unified management, unified logo, unified distribution and unified service, we will move from the middle and low end to the middle and high end, create fashion quality, do sports monopoly, and gradually fade out wholesale."

Gui Chenggang, executive director of the company, said that the company is ready to play down the "back force" brand and focus on the development of "Warrior". It is planned that by 2013, more than one thousand stores of Warrior monopoly will be established in the whole country.

It is said that Shanghai Huili shoes industry Co., Ltd. may be renamed. Maybe it can change people's stereotype of Huili, so as to carry out the pformation route of fashion brand more smoothly.

But will it lose its only advantage now -- brand history?