Fashion Retro Shoes

Retro fashion is the latest fashion. trend And the back shoes are on the train.

"The dirty prints on your shoes can't be washed away, then wipe them with white chalk and wipe them a few times, then they will be white. In the flagship store of the Hui Li shoes on Pingliang road in Yangpu District, Wu Shuping looked at the dazzling shoes on the shelves and recalled his own green years. "I bought a couple of pairs for my niece," she said. Popular "!"

Popularity is just a representation, but behind it is the bitter taste of the old state-owned enterprises. 11 years ago, the Huili plant closed down. Last year, Huili opened the first flagship store in Shanghai at its old factory site. This year, Huili has opened boutiques in Daning, raffles, Hong Kong and other shopping malls. In the heavy encirclement of foreign brands such as Adidas and Nike, can this pair of shoes that have once been brilliant and full of memories of Shanghai people revive again?

Opportunities brought by "incense outside walls"

Wu Shuping remembered that in the 70s and 80s of last century, it was fashionable to have a pair of back shoes. "At that time, a pair of back shoes was about 10 yuan, equivalent to 1/3 of my parents' monthly wages, which is worth more than Adidas and Nike shoes."

By the mid 90s of last century, shoes with a relatively simple style began to sit on "cold stools". In the brutal market competition, the Huili factory went bankrupt, the government stripped the brand from the bankrupt enterprise, and established the Shanghai Huili shoe industry Co., Ltd.

A few years ago, a Frenchman found a pair of shoes in the streets of Shanghai. After improving and innovating, he brought his shoelaces to the overseas market and sold more than 50 pairs of euros. Compared with the domestic price, his Frenchman's price at least doubled 25 times.

The "back of the wall outside the wall" fragrance of the back shoes found a breakthrough. With this fashion trend, we began to catch up with similar brands quickly. The shoe industry has worked with other companies to design a limited version of the force. motion Shoes, with "nostalgia and classic" as the demand, sold in a shopping mall counter in Beijing, a pair of shoes sold for more than 500 yuan.

You can't just rely on nostalgia.

"What brother sells is not shoes, but memories." This is the slogan of a shop owner selling back shoes. "Back force" is very fashionable and very expensive. The seller "millet" joked, "now the supply is tight, shops often sell goods, the highest record sold more than 100 pairs a day." There are already more than 5000 members in the shoe team. Search for Taobao shop, and more than 100 thousand information on the shoe.

Last year, the sales volume of Hui Li was about 200 million yuan, an increase of 30%, and its profit increased by nearly 200%. This is the best achievement of the brand in the past ten years. "The tide is unpredictable. In fact, people's cognition of brand is still at the level of "national goods", "practical" and "memory", and there is still a gap from the real sense of fashion brands. We want 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. GUI Cheng steel, executive director of Huili shoes company, admitted that Huili has now entered a crucial stage of transformation. "The most short of talent is that the average age of the employees is 45 years old, and we need to introduce young teams who know how to design and are good at brand management."

"Made in Shanghai" beautiful turn

There are two transformations. First, "grasp the two ends and put the middle". brand Technology and marketing network, production to quality and low cost of shoe factories. "Labor costs and business costs increase year by year," made in Shanghai "is not necessarily in Shanghai's" manufacturing ", the Shanghai design, technology and manufacturing standards into other parts of the country's manufacturing capacity, it is a win-win mode. Gui Chenggang said that Huili now increases R & D strength and products. In the flagship store, the reporter saw all kinds of hand painted shoes, and painted the iris, hibiscus, rose, clover or seal cutting seals, and so on.

The second transformation comes from the transformation of marketing mode. Prior to this, Huili concentrated on wholesale business. Now it turns to terminals, stores and brand recognition. When the shoe company was established in 2000, there were special counters in 100th goods and Hualian Commercial buildings. But since 2002, the mall has been forced to pull out of its cabinets on the grounds of poor performance. "This is a heart knot of the Hui Li people. Now we must go to the high end and strive to enter the first line of business." This year, Huili has begun to enter some of the department stores in Xujiahui, Huaihailu Road and Nanjing road.

"Now the market is still a bit confusing, small stalls and department stores can buy back shoes, we should shorten the transition period as short as possible, and achieve the goal of opening 1000 stores in 3 years."