90 Years Old How To Counter Attack: "Embrace Electricity Providers + Precision Management" Reinventing The Strength Of The Future

Dressed in sportswear and pedal shoes, in the memory of many 70 and 80's, this pair of white rubber shoes marked their initial perception of fashion and fashion. If you wear this outfit, you will definitely have something to do.

However, with the impact of brands such as Nike and Adi over the past few years, Huai Li, an old time-honored brand that once carried a generation of young people's memory, has gradually become strange in the eyes of young people.

"In the past 90 years, no matter how the popular elements change, the F hook of Huili has always been the symbol of an era and the aesthetic design that people are willing to pursue. It has been proved by time to be true. Therefore, F is the core of this great design that must be adhered to."

Shanghai Hui Li Shoes Co., Ltd. executive deputy general manager Zhang Enqi said.

With the persistent pursuit of technology and embracing the open attitude of the Internet, this pair of rubber shoes, founded in 1927 and gone through bankruptcy and the three pformation, spanned generations of people, are looking for young people's attention.

"Outsiders see back is a well, but from my point of view before the deduction, there is a huge lake in the underground of Hui Li, based on the old brand, based on the previous development, Huili has its future."

Zhang Enqi told the electricity supplier reference reporter.

33 years old

It is the vice president of Shanghai Huili, a lattice suit suit and black button buttons with two ears. The "small opening" in front of us is really hard to equate with the boss of state-owned enterprises.

Many people have asked why he came back to the wholly state-owned enterprise that had been bankrupt and restructured. This cool young man repeated more than once. "If the force is successful, it will become a good case, which will give me a sense of accomplishment."

The return of old Shanghai, born in 1927, reflects the epitome of the turbulent era.

After liberation, we focused on the innovation of our products and constantly upgraded the brand new image, and gradually moved to the forefront of the national rubber shoes industry.

In the last century 50~80, Huili has become the preferred footwear for Chinese professional sports circles.

In October 1956, Hui Li developed the 565 classic basketball shoes for the national basketball team to participate in the Olympic Games in Melbourne, Australia.

In the 80s of last century, having a pair of back shoes was already a very fashionable landmark for teenagers.

Lang Ping, Cao Yanhua, Zheng Haixia and other famous athletes are wearing their strength to go through their glorious career.

However, from the mid 90s of last century, China's sports shoes industry was occupied by shoe factories of Guangdong and Fujian. Anta, Lining and XTEP attacked each other and became the symbol of the new generation of domestic products.

Before catching up, these new products catch up, and then Nike, Adidas and other foreign brands attack. Once brilliant red and white shoes are no longer the first choice for people to buy shoes. They once appeared on the stalls and covered with dust.

In 2000, the Shanghai Huili shoe General Factory went bankrupt with the rubber shoe factory, and the "Huili" trademark was pferred to Shanghai Huayi Group preservation. It was jointly invested by Huayi Group and operator group, and the Shanghai Huili shoe industry Co., Ltd. was formed.

It can be said that this is the first pformation of Shanghai Huili shoe industry, that is, from the production oriented enterprise to the trade oriented brand operation.

Zhou Wei, Party Secretary of Shanghai Hui Li shoes industry Co., Ltd., told reporters that after the pformation, the shoe industry began to operate in a brand way. Referring to the practices of international brands such as ADI, Nike and so on, production was handed over to more than 100 factories under 12 authorized factories and dealers.

Though for the first time

Survived the survival crisis, but because the enterprise marketing mode is still dominated by large wholesales, the gross profit of products is squeezed by producers and wholesalers.

In 2008, the company launched the second pformation, and began experimenting to expand product lines and varieties by means of authorized operation to enrich the product line.

With the change of consumption habits and the maturity of Internet technology, in July last year, Huili launched a brand upgrading strategy, trying to reach the middle and high-end consumers, and upgrading its classic products on the basis of three new series of 12 new products at a stretch.

This is the third pformation of Huili.

In 2014, Huili officially launched the electricity supplier, and gradually explored a new marketing method of "terminal direct supply platform + electronic business platform", and gradually spread the new product with a unit price of 200 yuan ~500 yuan in the experience shop and online flagship store.

The reporter understands, at present, the sales volume of Huili in the electricity supplier has reached about 3000000 yuan from the initial electricity supplier in 2014, breaking through to 100 million yuan in 2016, an increase of more than 1000%.

Many people know that Hui Li, but may not know that it also has an English name "Warrior". The original logo sign of Hui Li was designed by Yuan Shusen, who graduated from Zhejiang Academy of Fine Arts in 1934.

Since then, the "W" symbol of the ancient Greek warrior, who looks like a bow and arrow, has been preserved in the memories of generations of Chinese people.

"If we take pictures in the 70 and 80s of the century, the most indispensable symbol of the time is the return force, besides the sea jacket."

Zhang Enqi said, for those who gave birth to him in 80s, Hui Li always traced his thoughts back to the age of white clothes.

The wind and sand of time did not cover the unique fashion and charm of the white faced red shoes. In the Lord of the rings, Orlanndo Bloom, the sexy girl of Playboy, Anna, Nicola, Smith and other Hollywood stars praised the Huili shoes, which also confirmed the success of the unique fashion design of the shoes.

The reporter learned that China is the world

The largest producer and exporter.

2 billion 400 million pairs of shoes are produced in one year, accounting for 40% of the total footwear output worldwide.

Meanwhile, the scale of online footwear purchases in China has increased to 185 billion yuan in 2016.

Zhang Enqi told the electricity supplier reference reporter, similar to Zara, back to the online shop also implemented a single system.

That is, the 7 authorized online flagship stores and 120 Tmall stores in addition to selling 14 basic products represented by the WB-1 classic series, the online store can apply for design support to the headquarters of Huili based on the characteristics of the consumer habits of its own stores, and design special color products that only have their own shops.

"For Hui Li, this way can make every store have a" treasure of the town store "that can attract the target consumer groups.

What we need to do is to balance the sales volume and market characteristics of our stores based on the idea of online distributors, and let them be limited to the following factories after the designer designs new products.

In Zhang Enqi's view, this approach is similar to "borrowing chicken and laying eggs", so that all stores under the online and offline businesses will not "fight" because of the homogeneity of products, fully mobilize the enthusiasm of dealers, let them operate their brands with heart, and further enhance their ability of innovation and market anti risk.

In addition, at present, Huili has expanded various types of leather shoes, rain shoes, mountaineering shoes and snow boots on the line, and has improved the traditional production process, from the original vulcanizing technology to cold sticky, thus improving the quality of shoe products better.

Hui Li sold about 58000000 pairs of shoes in the market last year. This shows that in the face of such a huge market demand, how to integrate offline store resources with online shop delivery is a top priority under the new retail environment.

Zhang Enqi said, at present, there are 3000 stores under the back line of force, and the following stores in Huili will be in line with the development of online shops, that is, to speed up the layout of community stores, such as those in Jiangsu, Zhejiang and Zhejiang provinces, and to give direct outlets to stores. By strengthening the reaction speed of "the last three kilometers", consumers will have a faster and more satisfied consumption experience.

For more information, please pay attention to the world clothing shoes and hats net report.