Back Shoes From Sports Luxury Shoes To Luxury Goods

Writer Wang Shuo once had a passage to describe that year.

The red fire: "Cultural Revolution" when the chaos of social order, this shoe and

It is also the main target of rogue robbery.

Often see a handsome guy wearing "back force" out of the air, come back barefoot, shoes let people pick up.

In 1970s, Huili shoes were almost the only symbol of sports and leisure footwear in China.

By the year 80s, having a pair of back shoes has been a great symbol of youth among young people.

Once, back shoes are sports major.

The "luxury" in China.

But in the competition of foreign brands such as Nike and Adi, Huili once disappeared.

Now, with a tenacity and many rebirth, Hui Li is sticking to the old brand of "back force" in the process of inheritance and innovation.

From luxury to stall goods

Shanghai Huili shoes industry Co., Ltd. was founded in May 2000.

In fact, its history can be traced back to 1927.

In 1927, at 41 Tangshan Road, Shanghai, owners Liu Yongkang, Shi Zhishan and others raised funds to set up the Yichang rubber factory. Later, the factory was named CHINT Xinji rubber factory.

After the liberation, public and private joint ventures set up CHINT rubber two factory and three factory (later renamed Shanghai rubber shoes six factory and seven factory), specializing in the production of Hui Li brand cloth shoes.

In the following decades, Huili is a national brand with a wide range of popularity.

Its signature high waist base is very thick, the inner side has a half moon red logo, and the medial malleolus has a white round leather with the size of the medal.

It used to be the first pair of sports shoes for many people. At that time, there were quite a lot of pirated shoes. Wearing genuine shoes would make people feel more proud.

Parallel imports are about 15 yuan and about 36 yuan.

The shoe industry has experienced brilliance and has fallen to the bottom.

Especially in 2000, the competition in the whole industry market was brutal, fierce and the benefits were generally declining.

At that time, a large number of foreign enterprises have been stationed in the Chinese market. This is undoubtedly adding insult to injury to the shoe that has already faded out of people's sight.

Back shoes have changed from luxury to overnight shoes.

In February 2000, Shanghai Huili shoe factory officially shut down.

The Shanghai Huayi (Group) company, which belongs to the shoe industry, has implemented the bankruptcy plan of Lao Hui enterprises in a timely manner, and has established a new brand of Shanghai's Huili Shoes Co., Ltd.

As a result, the first pformation of Huili shoe industry in Shanghai started from a production oriented enterprise to a trade oriented brand operation.

The stage of low value-added production and processing industry chain will be solved by social resources, and we can firmly grasp the stage of high value-added industrial chain of technological R & D and market network, and enhance the enterprise's own ability of innovation and risk resistance.

From abroad to China

Orlando accidentally took fire and power shoes.

In January this year, Zhou Wei was formally appointed as the party secretary of Shanghai Huili Shoes Co., Ltd., who was seconded to the general manager of the shoe industry in May 2008.

He recalled to reporters: "there is a counter in the Lisheng sporting goods building in Beijing. When I first took office, the boss of Li Sheng gave me a very gentle withdrawal."

But in the same year, Orlanndo Bloom, the Elven prince in the Lord of the rings, wore a pair of back shoes in New York's "I love you" in Manhattan.

Under Orlando's demonstration, more and more Hollywood stars began to wear Chinese sports shoes.

For a time, the back force shoes became a "meat and cake" abroad.

China's back shoes returned home from overseas fire, which delighted the shoe industry that was seeking pformation at that time.

"But this is really an accident. At that time, we had no sense of marketing."

Zhou Wei said.

During the 2008 Olympic Games in Beijing, foreign dignitaries such as president of Mongolia, Belgian crown prince, Deputy Prime Minister of Denmark and other foreign dignitaries went to Beijing shopping center to pick up Chinese national shoes.

"The old boss who wanted to pull out the cabinets on that day called me and said," Zhou, guess what I'm doing. I'm helping the counters to maintain order. "

Zhou Wei told the China Economic Weekly reporter.

The accident was described by Zhou Wei as a "time of pition".

The shoe industry quickly seized the opportunity to increase publicity and promotion efforts overseas.

For a while, the shoe industry has regained confidence in development.

In 2010, in World Expo, Shanghai, Huili brand was granted the qualification of World Expo licensed manufacturer and retailer, and was recruited by World Expo security personnel's shoes and cleaner's shoes, and the hand-painted shoes were also displayed in World Expo stadium.

During this period, the flagship store of Shanghai Pingliang road opened up. The queues of customers were a wonder of winding dragon and became a scenic line during Shanghai World Expo.

This has also attracted the attention of many market operators. At the same time, there has been a boom in joining the market. The terminal monopoly mode of the shoe industry has been developing rapidly.

At present, the force has reached thousands of stores. Among them, the fashion boutique monopoly has entered some of the first tier business circles in big cities and welcomes guests from international brands.

Base on old brand, endow new connotation

Through the Olympic Games and the east wind of World Expo, the shoe industry that successfully pformed the shoe industry has achieved a stable development period of 5 years.

According to the reporter, from 2010 to 2015, the total sales revenue and profit of Hui Li increased by 28% and 33% respectively.

Zhou Wei has been thinking about "inheritance and innovation" for the first two months of the shoe industry.

In the view of Zhou Wei, the strength of the shoe industry is a long culture.

As the sole footwear brand before and after liberation, Huili can be called the "pioneer" of China's sports industry.

The return card basketball shoes, volleyball shoes, table tennis shoes and so on have been used as the special shoes of the national team, and win the honor for the country in the international arena.

"Old brand is our capital.

Back shoes are professional sports shoes. This brand can not be lost.

Based on the old brand, give the brand new innovation, the brand has a new image, the enterprise will have new development.

Zhou Wei told reporters.

Professionalism, health and fashion are the current positioning of the shoe industry.

It is necessary to attract middle-aged and elderly people who have worn back shoes during their youth, and also to attract young people.