The Return Shoes Are Coming Back In The Way Of "Tide Products".

According to the world clothing and shoe net, it was founded in 1927.

The brand is now 90 years old, and the shoe of the moment is more and more young.

"I took off coconut ADI, and I put on my back."

In China's first Hip-hop music talent show, "hip-hop in China", the players sing so.

By virtue of the classic red and white coloring and simple and lightweight style, Huili not only represents a "old Chinese product" sentiment in people's minds, but also becomes a global "tidal cargo" at the foot of a star.

From the end of last year, Yang Mi, Tang Yan, Wu Yifan and other celebrities suddenly took a shot of the street, and the stars appeared in the airport and the streets wearing the classic back shoes.

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In June this year, Pepsi Cola launched cross-border activities.

Yang Mingjie introduced a limited amount of shoes.

From the star of the halo of the head to the general public, it has gone through the dilemma of bankruptcy reorganization, and is now breaking into the eye of the people at an unexpected speed. It occupies a place in the current fashion circle.

Memory belongs to 70, 80 after the recall of youth memory, is the star "tide goods" way back.

In fact, Huili has cut the development trend of the global footwear market. According to the Research Report of Transparency Market Research, the annual composite growth rate of the global footwear market in 2017-2025 years is expected to reach 3%, of which the fashionable accessories are becoming more and more important.

When asked whether the star street beat was planned for the rally, Zhou Wei, secretary and executive director of the shoe industry, told reporters that "we are trying another sales method to see the impact of fans' economy on the attention of the force, and now the overall situation is not bad."

Reflected in the data, in the first half of this year, sales volume, sales revenue and profit doubled, compared with that of the next year.

In fact, the change of force comes from inside.

In 2016, Shanghai Huayi Group adjusted the leading body of the wholly-owned subsidiary to the shoe industry for the two time. Zhou Wei took over as the Secretary and executive director of the Party committee.

And the opening of the electricity supplier reform business, also joined by Zhang Ruosong, deputy managing director of Huili in 2015.

In the "three year plan" of Hui Li, sales revenue in 2019 should reach 2 billion yuan.

How will the brand of an old Chinese product, which has been released for 90 years, be revitalized?

In the Tmall flagship store, the monthly sales of the stars and shoes are over 40 thousand pairs.

Zhou Wei predicts that the sales volume, sales revenue and profit will increase by more than 80% over the same period in 2017.

Zhou Wei admits that Huili has invested less in advertising, and has not yet hired an official spokesperson. Planning Star Street has become a relatively economic and effective way.

"Celebrity endorsement, I think is a more traditional way of communication, and street shooting is from the state of life, can give people a kind of affinity to wear experience, we hope to achieve" moistening things silently "state.

Zhou Wei said.

"According to the traditional way of sales, we may pay more attention to the sex ratio and age level of the consumer groups. Now there are actually many new sales models and sales methods. We should try another system of product elasticity and price elasticity, including the fans economy."

The diversified sales scheme has helped the company to get rid of the stereotyped image of the old goods, and its product system has also been upgraded and innovating accordingly.

The classic WB-1, "F hook" red and white shoes, has nearly 40 years of history, not only in the 80s and 90s of last century, but also in today's young people.

For this kind of classic style innovation, Huili has readjusted production technology and materials, and has derived more than ten upgrade items from the classic section, such as leisure edition, upgraded version, Xiangyun edition, etc. the unit price range between 100 and 500 yuan has covered different levels of consumer market.

In fact, the mass market with a price of around 100 yuan is the focal point of the effort.

"In the 100 yuan range of footwear, Huili is the most cost-effective among the major brands."

Zhou Wei said, "we see the whole domestic market consumption group showing Pyramid type, high-end products consumption crowd is less."

Each brand does its own market, which is more in line with the law of brand development.

In July last year, Huili changed the original store of Yu Garden in Shanghai to the first offline experience flagship store, replacing the original "Hou Yi shot" logo with a more famous "F hook", creating a fashion store and online channel linkage.

In addition, Hui Li also showed new signs at important internal conferences, dealer conferences and so on, and tried to enter a higher level fashion trend product from the low level "big wholesale" era.

Light assets, heavy regulation, if only rely on Star Street Street to stimulate the desire to buy, it is very easy to quickly reheat in the changeable fashion trend, Zhou Wei has a clear understanding of this.

Huili launched a new marketing mode of "terminal direct supply platform + e-commerce platform", taking the "two wheel drive" development path.

"Inside the company has also made many attempts. Last year, a large area of electronic business regulation has played a very important role in sales."

He said.

The data show that in 2016, China's online footwear purchase scale has reached 185 billion yuan, and the footwear market is huge.

Previously, price confusion and counterfeiting were serious. The Baidu post bar in Huili has no shortage of "how to distinguish genuine and fake shoes". The counterfeit shoes, which cost as low as twenty or thirty yuan, have caused great damage to the brand.

Zhou Wei said that since July 2016, Huili proposed "three strict three bodies" to regulate electricity providers, and crack down on counterfeit goods, illegal prices and control and purchase channels, and control activities bidding and logistics delivery.

In 2016, a total of more than 1000 illegal shops were broken down by the force. After the regulation, prices were controlled, especially for the basic products. The sales volume was 60% higher than that of the same period last year.

The effect of regulation is remarkable. At the beginning of this year, the Research Institute of Ali released the "2016 China time honored brand electricity supplier list", the sales volume of the brand electric business of Hui Li amounted to 110 million yuan, an increase of about 1000% compared to 2015, ranking second in the sales volume of time-honored brand electricity supplier.

At present, the proportion of online sales and offline sales is basically flat, and the next line is expected to be offline.

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Since the bankruptcy reorganization in 2000, Huili, as a wholly owned subsidiary of Shanghai Huayi Group, has undergone three pformations: after the reorganization in 2000, it changed from a production enterprise to a trade oriented brand operation enterprise; in 2008, the trial started to try to expand the product line by authorized operation mode; in July 2016, the strategy of brand upgrading was launched.

In the process of reform and pformation, Huili has outsourced the traditional low value-added production and processing work to the third party, forming a "return mode" of light assets and heavy regulation.

At present, there are 2500 stores in the country, including 12 large distributors and several small and medium-sized distributors.

In addition to the 14 classic long line products, in order to ensure the "thousand stores and thousands of faces" of each distribution shop on the line, Huili also boldly tried to make online distributors combine the characteristics of the consumption habits of the shop consumers. On the basis of the authorization of the headquarters, the design department developed new products that conform to the store characteristics, and finally the copyright was returned to all.

That is to say, in addition to the part of the force itself, authorized dealers can participate in the whole chain from design, production to terminal operation.

Back regulation of electricity providers also brought benefits to dealers, and established a virtuous cycle and interaction with distributors.

Zhou Wei said, "the same dealers sell a pair of back shoes, dealers get more profits, and then they invest the money back to the operation of the back force, to do online advertising."

It is reported that Tmall's advertising volume increased by more than 3 times over the same period last year.

From the beginning of bankruptcy to the current surge in sales, the rally has gone through hard times.

"After several years of bankruptcy reorganization in 2000, the whole company's business situation is still rather difficult, and it has suffered a series of losses in the past few years."

Zhou Wei said, "we are not going to consume this brand, more is giving the new spirit and new connotation in the inheritance."

More interesting reports, please pay attention to the world clothing shoes and hats net.