"National Shoes" Back Shoes Also Become Tall And Build Up High-End Products.

Speaking of "Hui Li", this is the fashion memory of a generation.

In the 80s and 90s of last century, if a pair of lines was smooth, red and white,

Matching the sea jacket and sportswear is definitely the best choice for fashion designers.

Yesterday, a 89 year old national brand "Huili" shoes launched the brand upgrading strategy. It not only introduced the classic high-end products, but also displayed four smart wear concept shoes.

At the same time, the new marketing mode of "terminal direct supply platform + electronic commerce platform" will be launched to create the brand of new national products.

In 2000, the predecessor of Shanghai Huili shoe factory, which was born in 1927, was declared bankrupt, while the "Huili" trademark was pferred to Shanghai Huayi Group and was jointly invested by Huayi Group and operator group. The Shanghai Huili shoe industry Co., Ltd. was established.

Incidentally, during the 2008 Beijing Olympic Games, a Hollywood movie star was wearing a picture of the back shoe on the scene of the shooting, and the fashion trend of classic shoe revival was revival.

At this point, the brand of Hui Li has begun to recover gradually, and it has re entered the horizon of people.

In mid September 2010, the Huili shoe industry opened its first flagship store on the former site of Pingliang Road, an old enterprise.

At that time, during the Mid Autumn Festival and national day, the shops were full of customers every day, and every afternoon there was a spectacle of long queues outside the door.

However, Yang Weidong, general manager of Shanghai Huili shoes industry Co., Ltd. seems to have a cooling day after the retro craze. If we can not continue to innovate on the product, the fashion brand goal of Hui Li will go further and further.

The marketing mode of enterprises is still dominated by large wholesales. The gross profit of products is squeezed by both manufacturers and wholesalers, and the brand value can hardly be truly reflected.

From the data point of view, Huili shoes industry sold about 60000000 pairs a year last year, but the business operation is still very difficult.

Today, the shoe industry is starting again, hoping to find a new breakthrough through high-end products and smart wear.

Therefore, the Huili shoe industry launched the latest product yesterday. The design and development gradually extended to the middle and high end. It changed the old style and the monotonous appearance of the product from the material, process and design, and showed the new and beautiful product image to meet the new era requirements.

For example, before.

The vulcanization process is adopted, and now the cold bonding process is adopted to make the products more concise and generous.

In the past, the price of the classic products of Hui Li did not exceed 100 yuan. After upgrading, the high-end products of Huili were over 400 yuan, which could be broken off with foreign brands.

In addition, aiming at

The design of Huili designer's brain hole has opened four conceptual shoes at once: rain shoes are not only waterproof, but they can be turned into lifesaving traps on the bottom of shoes. The bottom of leisure shoes is equipped with eight wheels, and when they are tired, they can change into a balance car.

Zhou Wei, Party Secretary of Shanghai Hui Li shoes industry Co., Ltd., frankly, must give new meaning to the old brand.

In the newly released brand plan, the design and development of Huili products will be extended to the middle and high end, and the product will be "refined".

The products based on red and white shoes have been upgraded. They have made breakthroughs in materials, technology and design. "Classics can not be lost, but there must be breakthroughs."

Next month, we will gradually launch new products in experience stores and online flagship stores. The unit price will be between 200 yuan and 500 yuan, and the quality of our products will not lose to ADI or Nike. "

With the change of consumption habits, the marketing channel of the footwear industry will also be upgraded.

On the one hand, the global flagship store of the shoe industry will be unveiled at Yu Garden. The color of the store will be reunified to red and white, younger and more fashionable. On the other hand, online and offline integration, consumers will be able to return products online and deliver them within the next hour.

"Hui Li is the brand of Huayi, and is also the business card of Shanghai. It is also the pride of the national industry.

The key to the inheritance and development of Shanghai style enterprises lies in innovation. We will promote the leap forward development of R & D from R & D design innovation, operation mode innovation, mechanism and system innovation, and let back force become a fashion brand.

Fang Guang Qing, deputy chief economist of Huayi Group and director of Huayi investment company, said.