Brand Return To Market &Nbsp; Old Enterprises In Fashion Confusion

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The sudden resurgence of domestic goods in fashion suddenly brought back the bottom of its performance.

Last year, the sales volume of Hui Li was about 200 million yuan, an increase of 30%, and its profit increased by nearly 200%.

Although there is still a long way to go from Lining, Anta and other new local sports brands, it has been the best performance of the old brand in the past ten years, which was founded in 1935.

But such performance growth is more driven by the fashion trend of customers spontaneous behavior.

The sales volume sent to the market due to the tide can neither predict when it will come, nor can it predict when it will pass away.

Now, Hui Li hopes to be able to take the initiative and become a high-end sports brand, like Nike and Lining, not just a nostalgia for the past.

Opening stores in high-end shopping malls is a major effort to return to the mainstream market.

In the early February, Huili shoes opened its first boutique in Shanghai. The location is located in Daning International Commercial Plaza, Zhabei District, the international clothing company, UNIQLO, C&A and so on.

In 2011, Hui Li also plans to enter the first tier business circles in Shanghai, such as Raffles and Hong Kong Plaza, and open 10 stores with the same location. In the whole country, there are plans to reach 60.

Huili shoes are widely known in China, but they have never been a fashion brand.

In 2000, Huili shoes company was just established, and has 100th counters in Shanghai and Hualian Commercial Building.

But since 2002, the mall has been forced to pull out of its cabinets on the grounds of poor performance.

"We were very depressed at that time," said Gui Chenggang, executive director of Huili shoes industry. "This is a heart knot buried in my heart, so now we must go to the high end and strive for the first line of business."

In the Huili boutique of Daning International Plaza, there are not only two Chinese characters in the blue circular logo, but also the word "Worrior", meaning the warrior's English word.

As the exclusive agent of this high-end store, Shanghai Shang Bo Trading Co., Ltd. is willing to compare "Worrior" to Adidas's Trifolium shop, which is more high-end than the ordinary shop. It is positioned as an image with more emphasis on lifestyle on the basis of sports elements.

Store products are the best evidence for this positioning: the classic WB-1B canvas shoes are made of a more refined cotton fabric, and the rubber composition of the sole is better. The price of 125 yuan / pairs is 2.5 times that of the ordinary one.

But the challenge is that in addition to the "national product" label, the brand image of Huili is still extremely vague and difficult to add value to the product.

Fashion confusion

The story of the same fate as the return of the same force and the great splendor of the two French people clearly inspired the former.

The original twenty or thirty yuan pair of leaps shoes, after packaging, can be sold to 500 yuan, which is enough to attract any businessman to launch similar products.

The reason why Huili is pushing the high-end market comes from overseas market.

Last spring, the head of the Shanghai Shang Bo trading company, with the experience of the international frontline brand agent, found GUI Cheng steel, expressing the desire to set up a company to help back through the high-end market.

Shang Bo's operational experience and shopping resources make him the most suitable partner for his own economic strength and the lack of experience in the high-end market.

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"I think there is no problem with this mode and mentality. The old brand will eventually return to the mainstream channel."

Tian Bo, leader of the "Shanghai heart and strong domestic product" group, said: "but there should be some new ideas in practice."

In his view, no matter what the force or leap before was built on a practical and real brand image, it would not be possible to turn to fashion and younger to attract more young people.

The habitual thinking of state-owned enterprises has also become a constraint.

For example, in World Expo, Shanghai, Huili has successfully become a franchised retailer, but the main embodiment of the brand is providing working shoes for cleaning and security personnel.

GUI Cheng steel also realized the existence of these problems, but the team was somewhat puzzled about how to solve them.

GUI and Shang Bo officials mentioned that for the integration of fashion sense, they also need to "shop while thinking."

"We are constantly looking for the characteristics of the force, because there are too many fashion elements."

Gui Chenggang said.

Some time ago, the Kunqu Opera Troupe of Shanghai proposed cooperation with the back force. At first hearing, GUI thought that the old Kunqu opera had nothing to do with the pformation of the force, until the other side explained that Kunqu Opera also had a number of young people like it now.

GUI is very willing to mention that whenever the new store opens, there will always be customers who are over 40 years old and customers who are about 20 years old.

This may be a good thing for short-term sales, but for brand names, the positioning of the "old and young take all" decides that it is difficult to form a distinctive image.

At the same time, Huili's leather shoes, casual shoes and even slippers are continuing to be authorized to operate with different partners.

GUI's idea is: "if they can stand up, there will be another variety."

But imagine: can Lining sell leather shoes?

This confusion also reflects product innovation.

Now, the annual innovation shoes account for 20% of the total, which is much lower than the mature brands at home and abroad.

For example, after attracting a large number of young people's painted shoes in 2009, Huili opened a small colored shoe store in Zhongshan Park, Shanghai, but eventually closed because of poor sales.

In Tian Po's view, the price of painted shoes is up to 500 to 700 yuan, and consumers' demand will not be too great.

As a matter of fact, there is a lot of money in the force. If there is systematic integration and development, there is much to do.

Old brands growing up in the planned economy may not be able to become a complete brand, each of them has defects.

And how to change the brand left behind by the planned economy is not successful.

Tian Bo takes leap shoes as an example. After the improvement of some models and the more careful use of materials and details, sales increased significantly after six months.

This is also the reason why Huili has improved the quality of classic products in boutique.

"Now people's consumption concept has long exceeded the stage of practicality, and can not only be cheap, but also requires a certain quality."

The loyal supporter of the back shoe said.