European And American Movie Stars Are Playing The Chinese Style Shoe Brand To Re-Enter The New Fashion.

< p > sea jacket, a target= "_blank" href= "http://www.91se91.com/" > shoes "/a" and "plum sportswear" is the symbol of China's fashionable youth for a long time in the last century. The force founded in 1927 reached the peak of influence in 70s and 80s of last century.

< /p >

Less than P, a few days ago, some Chinese movie stars in Europe and the United States played a revival of Chinese style, so that the brand of Huili shoes entered the new fashion circle formally.

After ten years of grinding, the power of a sword finally arrived and caught the opportunity.

This effort has regenerated its vitality and returned to everyone's eyes.

< /p >

< p > a company has increased its sales revenue from 200 million yuan to 510 million yuan over the past three years, more than doubled, while its profit growth has increased from 5 million yuan to 15 million yuan, an increase of 2 times.

What kind of enterprise do you think this is? Is the electricity supplier or other emerging industries?

This is a traditional and traditional enterprise which has 85 years old brand Shanghai Huili Shoes Co., Ltd.

In fact, after the bankruptcy reorganization in the early stage of the new century, the history of the new force is only 13 years.

But after 10 years of swords, this rally finally seized the opportunity to revitalize the old brand.

< /p >

Less than P, the revival of Chinese style shoes, the revival of Chinese style comes from fashionable new marketing < /p >

< p > old brand new-born with "fashion" comeback < /p >.

However, in the early 90s of last century, the situation changed.

Shanghai began to adjust its industrial structure, and rubber shoes factories need to gradually withdraw as labor-intensive industries.

From the end of 1994, the state-owned rubber shoes enterprises were closed one by one, and some products moved to the production of private enterprises in cities and counties.

"At that time, there were 7 rubber shoes factories and 1 research institutes in Shanghai's rubber shoes companies. They were located in the inner ring line, and they couldn't keep up with the pace of Shanghai's development. They basically closed down at the speed of 1 years in 1 years."

Recalls the party secretary and executive director of Shanghai Hui Li Shoes Co., Ltd., as "old rubber shoes man".

< /p >

< p > 2000, in order to implement the strategic policy of "doing something for nothing" proposed by the Shanghai municipal government, Shanghai rubber shoes company and its affiliated Shanghai Huili shoe factory were declared bankrupt.

"Bankruptcy at that time or great determination, because there are more than 8500 people of the problem of diversion and resettlement.

We have striving for bankruptcy within the plan, mainly for the purpose of resettlement of these personnel.

Gui Chenggang told "Shanghai state capital", "looking back at that time, a very wise decision at that time was that Huayi Group returned to the group level in the process of the closure of the shoe factories, such as the famous shoe brands such as" force "and" double money ".

If you sell like an industrial brand, it's really hard to find it again. "

< /p >

< p > May 2000, Huayi Group reorganized the Shanghai Huili shoe industry Co., Ltd., and entrusted it with full responsibility for the operation, use, management and protection of the "Hui Li" trademark.

"After bankruptcy, the establishment of the new force of the new company is far away.

The main reason is that although the business is difficult before, the value of the brand is still there.

Back inside the shoe industry, insiders said that after the bankruptcy reorganization, the new power went back to light. "At that time, the registered capital was 5 million yuan, of which the group produced 4 million yuan, and the operator held 1 million yuan, which was also an innovation at that time."

< /p >

< p > the burden of the new force has been changed, and the business mode and concept have undergone a fundamental change. "From the original heavy capital production oriented enterprises, they are pformed into the light asset management and trade service enterprises that operate the brand."

Insiders pointed out.

< /p >

< p > ten years development road marketing is the key < /p >.

< p > however, the rebirth of the new force did not produce any immediate effect.

< /p >

< p > "despite the change of force, market development is changing faster."

According to the analysis of the industry, the force at that time suffered from "internal attack". International brands won young customers through advertising and product functions, while many new private brands in the country contended with the international brands through the mode of winning the market through capital.

"Enterprise intends to pform, but the existing inertia pattern will hinder its development.

At that time, there was a situation where enterprises tried to make brand marketing, but the mode of sales channels was hard to change at the moment, and a large amount of capital was needed for stores and advertising inputs.

< /p >

< p > besides, the sales strategy of the wholesale sales center has accumulated resources over a long period of time, and the new force just lacks the advantages of independent factory production. "The next factory is shouting to raise the price, and the wholesalers bite the price again. The two sides must be constantly squeezed."

The industry insiders said.

< /p >

The financial statement "P >" shows that the sales revenue of Hui Li shoe industry in 2000 was nearly 90 million yuan, and then it had been fluctuating up and down at 100 million yuan. In 2004 to 2006, there was a negative growth of 3 years in a continuous period, with a maximum loss of 10 million yuan.

Until ten years later, 2009, the sales revenue was only 150 million yuan.

< /p >

< p > to some extent, this brings the new force into a vicious circle.

Sales situation is not good, investment is bound to decline, that time has always been only a few old styles.

Faced with an increasingly chasing trend rather than a durable shoe market, there has been an experience that has made GUI Cheng's life unforgettable.

In 2001, Hui Li also had sales counters in Nanjing road first department store and new world department store.

One day, people in the mall found him euphemistically saying that they should withdraw. They said, "wait for the new shoes, and set up a counter."

< /p >

"P >", so that the back shoes gradually away from the first tier business circle, business sales are increasingly dependent on its low value-added wholesale channels, the domestic consumer market on the back of the ball shoe impression has gradually become "labor shoes", "migrant workers shoes."

< /p >

< p > chance luck achievement back force < /p >

< p > doing business sometimes needs some luck. Finally, the force has seized the opportunity.

< /p >

< p > since 2008, some movie stars in Europe and America have played a retro style. Many of them wear canvas rubber shoes such as strength and leaping to appear and interview in public.

For a time, a wave of Chinese canvas shoes was blowing up in the European and American markets.

The price of the shoes has soared from 2 euros to 50 euros.

This wave originated from the folk trend, and finally got the attention of mainstream media. Authoritative fashion magazine Elle traced back the source of the shoe, and made it formally enter the fashion circle of Europe and America.

< /p >

< p > according to the market reaction, Huili quickly adjusted its position.

Combined with the brand's history and new development trend, "Hui Li" brand is positioned as "sports brand", and the product positioning is "fashion movement", "healthy movement" and "professional sports".

"We came from professional sports shoes, and then aimed at national fitness, that is, healthy exercise.

This time we put fashion elements in, and launched a number of young people's aesthetic design.

Gui Chenggang said.

< /p >

< p > the charm of the old brand has since been highlighted.

In 2009, the four colleges and universities jointly launched the "creative force" and the creative design exhibition activities of Expo products. In mid September 2010, the shoe industry launched the first flagship store in the old Pingliang road. The turnover in the first month was 1 million 670 thousand yuan, creating a record of the development of the force.

The collision between classics and fashion has attracted a large number of media reports, and executives at that time were surrounded by journalists from all over the world.

These reports have ignited the market's affection for the old brand, the marketing effect is better than the advertisement, and the cost is low for us.

"The footwear industry insiders said.

< /p >

A series of marketing actions of "P > Hui" attracted the attention of dealers all over the country.

The two strategies of "event marketing" and "return force complex" enable enterprises to set up hundreds of sales outlets in the shortest time in the country. "We must go to the retail market" if we want to enhance our image and tap higher value-added products.

< /p >