How Can The Brand Of "Back Shoes" That Foreign Stars Wear?

"Later, someone came to me and asked the Hollywood star to wear.

Is the Internet incident behind you? I said, "how can it be? We didn't have the concept of event marketing at that time."

Gui Chenggang said.

GUI Cheng steel is the party secretary and executive director of Shanghai Hui Li Shoes Co., Ltd.

The Hollywood star in his mouth is the British actor Orlanndo Bloom who played the Lord of the rings and Pirates of the Caribbean.

In 2008, the latter appeared with a pair of back shoes on the stage of "New York, I love you" in Manhattan.

The dress was quickly spread over the Internet and aroused heated debate.

This incident has excited the Chinese team for a long time.

"Since foreign stars wear this brand, there is still a market for them."

At that time, GUI Cheng realized that it was time to pform.

The two pformation

When it comes to Huili, the brand can be traced back to 1927.

In the past 88 years of history, several changes have taken place.

After the reform and opening up, Huili joined the Shanghai rubber shoes company, but in the fierce market economy wave, the seven factories of rubber shoes company began to close at the speed of one year in 1994.

Lao Hui was the last bankrupt.

But Gui Chenggang said that Li Li was lucky. After the closure of the factory, Huili Shoes Co., Ltd. (Shanghai Huayi Group) was established in 2000. "Now the products are outsourced to 12 production plants in the field, distributing in Zhejiang, Jiangsu, Fujian,

Other places,

This department only left management and R & D team.

The pformation from shoe factory to company is the first pformation of Huili from a production enterprise to a brand oriented trading enterprise.

Huili sells wholesale shoes from factories to local department stores, distributors and wholesale markets.

According to Gucheng steel, the brand operation mode of the new power enterprises has shown certain advantages in the fierce market competition, and has grasped the stage of high added industrial chain of technology research and development and market network, and solved the stage of value-added production and processing industry chain by social resources, and raised the enterprise's own innovation ability and risk resistance ability.

Despite the pformation, the operation in the first ten years is still difficult.

At that time, the marketing mode of enterprises was still dominated by large wholesales. The gross profit of products was squeezed by both manufacturers and wholesalers, and the brand value could hardly be truly reflected.

Hollywood stars wear back shoes to make this time-honored brand "fire", heard that a pair of back force can sell 50 euros in Europe and the United States, the domestic company has a new plan.

The 2008 Olympic Games and the 2010 World Expo gave Huili a lot of exposure and publicity opportunities.

This time honored brand has its own marketing department. It once again examines its own operation mode, absorbs the experience of domestic and foreign brand operation companies, and builds its own core competitiveness.

In September 18, 2010, the first flagship store was opened in Shanghai.

It is understood that this area of more than 300 square meters of flagship store located in Pingliang road back to the old factory site, a month sales of nearly 1 million 700 thousand yuan.

"It's unthinkable that stores have been queuing almost every month during the month just opened, and many customers are nostalgic."

Gui Chenggang said that after World Expo, there were about more than 800 franchisees to find the right place to cooperate to set up shop.

In the way of authorized operation, the wholesale and special terminal monopoly mode is the second pformation in the development of Huili.

The sense of crisis forced the company to expand product lines and launch new products in an endless stream according to market demand.

Gui Chenggang said that the online heat pfer Orlanndo Bloom wore one of the most classical styles of WD-2, which was produced in the early 70s of last century.

And another WB-1 basketball shoe is also the classic old style of back force.

The latter was very popular in 80 and 90s, and accounted for over 70% of the total sales of the total force.

"Previously, old brand products such as Huili have been sold for ten years or even longer with a single pair of shoes of the same style, but now it is impossible."

Gui Chenggang said that the proportion of these classic items in the overall sales volume has dropped to 20%.

At present, the force will launch different new models every year, developing a total of more than 200 series and more than 5000 styles.

"In 2014, we got a"

"

GUI Cheng steel demonstration, "a sole with three to five kinds of uppers, zippers can be removed and replaced with different colors and styles of vamp."

According to different functions, the price of this kind of shoes varies from 300~600 yuan, but for the specific sales situation, Gui Chenggang laughs: "the listing is not long, the effect is not easy to say."

It is understood that most domestic products such as Huili are not priced well, and the best ones are 100 yuan or less.

。

But the company hopes that low, medium and high priced products will be involved.

In addition, the company has also expanded its product line by enriching its product line by way of authorized operation.

"We want you to remember that not only are sneakers," she said.

Gui Chenggang said, "Huili should be made into a sporting goods company."