With The Boom In Domestic Products, Hui Shoes Are Revitalized.

According to the world clothing shoes and hats net, wearing sportswear and pedals.

In the memory of many 70 and 80's, the white shoes marked the rubber shoes which inspired them to be popular.

The initial perception is that if you wear this outfit, you will definitely have something to do with it.

But over the years,

The impact of the brand such as ADI and so on, back to power, once carried a generation of people's youth memory of the national old brand, gradually appears strange in the eyes of young people.

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 two pformation, spanned generations of people, are looking for young people's attention.

Today, the 90 year old brand has gone through the trough from luxury goods to stalls. After a round of spin in the European and American markets, it has renewed its vitality in China through the boom in domestic goods.

From luxury to stall shoes

Two pformation of a bankruptcy

In 1927, Liu Yongkang, a Jiangyin native from Jiangsu, came into partnership with a joint venture. She opened a Yichang rubber goods factory in Shanghai Tangshan Road (reorganized as a CHINT rubber goods factory in 1929) and produced a "eight GEE" rubber shoes.

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 1934, CHINT rubber factory officially registered the Chinese "back force" and the English "warrior" trademark.

"Hui Li" is the homophonic Warrior (Warrior) in English, containing "the power of recovery".

The "Hui Li" trademark pattern is shaped by the strong man.

The logo has two meanings: one is the Hou Yi shooting myth of China, which refers to the great power to overcome difficulties.

Two, it represents the spirit of the "brave warriors" in the west, which was highly praised by Chinese youth at the time of being humiliated by the great powers.

Advertisement for declaration 1934

After the launch of the "back force" trademark, it was regarded as fashionable by the young people at that time. Compared with the release shoes, its concise and distinct design appeared outstanding in the homogenization era.

In the middle of 40s of last century, CHINT rubber factory took the lead in sending people to study in the United States. The staff completed their master's degree in the United States, and returned home with advanced shoemaking technology and design concepts, which greatly enhanced the strength of Huili shoes factory and became the first brand of Chinese sports shoes.

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

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.

Zheng Haixia with right back shoes (right)

To what extent is the shoe back to you? It's no exaggeration. In the early 90s of last century, when the factory was the hottest, the people queuing up to buy shoes at the factory gate were like queuing up to buy buns.

The shoe has just been off the production line, and it is still hot. It has been sold out by the public.

Wang Shuo, a famous writer, once wrote: "during the cultural revolution, the social order was chaotic. This shoe and army cap were the main targets of robbery.

I often saw a handsome guy go out in a spirit of strength and come back to his feet and shoes.

Wearing the "back force" can shake "Qiao", but like wearing a military cap, the risk factor also increases sharply.

But high risk also means high returns.

The value of force shoes in youth's eyes is obvious, and its status is no less than that of CONVERSE today.

But with the advent of reform and opening up, the shoe is no longer in sight.

With the influx of a large number of foreign sports shoes into the market, at this time, the 50 year old shoes gradually fade out of the line of sight. What is even worse is that people's impression of the shoes is gradually linked with the peasant workers' class, because it is cheap and durable, and the shoe has become a shoe from the luxury once.

In 1994, Huili had to shut down the first factory to produce shoes.

Since then, it has been closed every two years. Until 2000, 7 branches and 1 research institutes were closed, and 8600 workers were laid off.

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.

At the beginning of the establishment of the new shoe factory, the performance of the new shoe factory was very small. However, there were more than 10 thousand enterprises in the rubber shoes industry competing with each other. Under the fierce attack of "Dongguan Gang", "Wenzhou Gang" and "Jinjiang Gang", the old "back force" still appeared to be powerless.

Therefore, they learn from Nike and Adidas's "brand operation" mode, "grasping two ends, putting the middle".

Although headquarters are still in Shanghai, the "back force" shoes are no longer the traditional "Shanghai manufacturing".

The company went to the Central Plains and southwest China to select the highest quality and lowest cost shoemaking plant, and from the foundry, the company mastered the 3 highest and most important links of brand, technology and marketing.

Women workers in the shoe line

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.

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.

Coincidentally, in 2008, Hollywood star Orlanndo Bloom, who played the "Lord of the rings" and "Pirates of the Caribbean", played a pair of back shoes on the stage of "New York, I love you" in Manhattan.

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

Hollywood stars wear back shoes to make this old brand "fire". Not only that, but the most authoritative French magazine of fashion magazines also wrote books for it. Its loyal fans crossed the performing arts circle and fashion circles. After China's snakeskin bag was cloned by foreign fashion brands, Chinese shoes once again created a miracle in the fashion industry.

Orlanndo Bloom, the Elven prince in the Lord of the rings, was quickly shot through the Internet in his back shoes.

In Europe, its value has at least doubled 25 times to a stunning 50 euro (about 500 yuan)!

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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.

In mid September 2010, the Huili shoe industry opened its first flagship store at the old Pingliang Road site, and was successful.

Queuing customers are the wonders of a long winding line, becoming a scenic line during the Shanghai World Expo.

The first month's opening amounted to 1 million 670 thousand yuan, a record of its development.

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.

Today, there are thousands of franchised stores in the Huili market. Among them, the boutique has entered some of the big cities' first tier business circles, and is coming with international brands. This is also the historical return of the national brand.

Lucky rebirth

How does the 90 year old old Chinese product win?

1. product + positioning innovation

Huili's fashion casual shoes will launch 500 new products and new tricks every year.

In addition to keeping the traditional vulcanized sneakers, the original classic style and improved version are introduced, and hand-painted art sports shoes, which are popular with young people, are also produced. They produce women's shoes, warm shoes, slippers, leather shoes, children's shoes, etc., so that the whole family can choose all kinds of shoes in different seasons.

At the same time, in the development and design of Huili products, adhering to the idea of "combining classic with fashion, combining sports with leisure", has changed the old style of the product with a backward style and a monotonous color.

And improved the traditional production process, from the original main vulcanization process to cold sticky, better enhance the quality of shoes.

Back shoes are becoming more and more popular among the younger generation.

Huili, an agent in Liaoning, said that for nearly 20 years, he had never seen such a good market today.

"We can sell tens of thousands of pairs in one month. Because of the shortage of goods, there is no money for them."

The implementation of the "full product" market positioning mode is a reflection of the unique advantages of the brand, and is also an attempt to explore risks. It has achieved good results through preliminary tests in the market.

In addition, Huili conceived that the low-end products in the future will mainly go to wholesale channels, while other products will enter the exclusive stores.

For authorized products, Huili will further adopt the mode of full acquisition and underwriting in the future, further integrate the sales channels, and take the sports brand as the core and combine with the positioning to consider issuing the sub brand.

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.

2. expand e-commerce market

With the change of consumption habits and the maturity of Internet technology, 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 experience stores and online flagship stores.

It is understood that 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%.

Similar to Zara, the online shop of Huili also implements special 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 Shanghai, Zhang En, vice president of Huili, looks like this is like "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.

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.

3. changes in brand operation mode

Huili is now on the road of rural encircling the city. Besides Shanghai, the first line from the second tier area to the first line area.

Some foreign brands enter the central city first, then penetrate the countryside from the city, and finally occupy all the domestic market.

Because the living standard of the people is improving, the incomes of the rural areas and small and medium-sized cities are also improving, and their ideas are changing.

In the rural area, no matter what shoes the consumers buy, they will buy them as long as they are cheap.

But many young people in rural areas are also pursuing brands.

"National brands should be promoted to the first tier cities, and eventually our domestic brands and foreign brands will have to fight in big cities."

Zhang Enqi said.

At the same time, the shoe industry has changed its marketing mode, including low-level "wholesale", middle level "sports monopoly" and high level "fashion boutique".

Huili hopes that these three levels can be promoted step by step with the development of enterprises, and finally achieve a new mode of force marketing based on terminal monopolization.

"Reshaping the core of the brand, building China's youth, paying tribute to classic design", 2017 is the 90th anniversary brand of Huili brand. The brand will further deepen the product structure and raise higher requirements in further improving the quality of sales channels.

This year, the sales of "double 11" Tmall platform are expected to break through 60 million and the target of 100 million yuan in the whole network.

We have reason to believe that a quiet and out of sight brand is coming with a stream of undercurrents. In the next two years, Huili brand is likely to rank among the top Chinese brands.

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