"Sentiment" And "Explosion" Return To The Chinese Consumers' Vision More "Foreign Flavor".

In recent years, Chinese consumers' confidence in domestic products has risen sharply.

With this Dongfeng back to the public view of the 90 years of domestic brand shoes back force, also copied the current mode of burst out of the country.

However, in addition to "feelings" and "explosion of money", the revival of force does not seem so easy.

Recently, back to the Chinese consumer's perspective.

Become more "foreign".

WOS33 (Warrior Ordinary Streetwear), the newly launched brand, has attracted wide attention from domestic and foreign media.

At present, this series of products are sold on the Internet only. The two overseas version of the sports shoes are being sold in red and blue, priced at 70 euro, or about 544 yuan, which is 5 times the price of the domestic version.

The latest series, called WOS33, has been upgraded from various channels.

A series of pictorial scenes in Chinatown, and foreign young people wearing back power shoes in the commercials naturally deduce the fashionable culture of the world today, so that people almost forget the stereotype of Chinese products.

In addition to its visual pformation, WOS33 is still active in social media and other platforms that are close to the global youth. Now it has opened Instagram official accounts and international official website. The number of fans on Instagram has exceeded 560.

Many people are puzzled by the new name of the overseas series and think that it has little to do with the brand itself.

In fact, the Warrior represented by W in WOS33 is exactly the English name in the early days of the establishment of Hui Li.

But the overseas limited series of the international market has little to do with the Chinese brand, but a brand remodeling project launched by a four person team. The team signed a one year licensing agreement with the Chinese force.

The main character of the four person team is Bohan Qiu, which is active in China's fashion industry.

Bohan Qiu, who grew up in Shenzhen, said in an interview with WWD that since childhood, schools will wear a unified return of sports shoes, naturally forming a desire to revitalize the force.

He revealed that in January of next year, the team will set up Limited stores with WOS33 series and Paris men's wear week, and then hold similar activities in major cities such as Losangeles, New York and London.

Obviously, the main goal of the WOS33 series is the international market, and its pricing level has also risen sharply with the change of name and packaging.

However, the team explained that the pricing reflected internationalization positioning, and more importantly, because of the team's input in improving the quality of the back up shoes, for example, improving the problem of easy opening glue.

It is worth noting that the authorization agreement is only one year, and the team hopes to see the sales situation a year later before making a decision.

Today's WOS33, as a whole, presents an international standard, but this is not the first time that force has been rebuilt.

An attempt.

In 2010, JingDaily once reported that China once wanted to enter the high-end market in China, and authorized it in the Australian market, but the two attempt almost failed.

Since 2008, the revived trend of revive has really brought the brand back to life, but this is also due to an Oolong incident.

In a Hollywood actor Orlando Blum's street shoot, he was found wearing a strange pair of red and blue striped white sneakers.

Many people mistakenly believe that it is a rebound shoe, which has led to the patriotic and retro sentiments of the Chinese people.

The data of Ali retail platform in 2016 showed that the force was ranked the top three.

The establishment of Huili was first traced back to 1927, and its predecessor was Yichang rubber articles factory, which has been in full 90 years.

In 1935, Hui Li officially registered the trademark with the word "Warrior", and Warrior's homophonic force was called back force.

For a long time, Hui Li is the pronoun of quality and high price, and is also the standard equipment of Chinese professional sportsmen.

For example, designed for basketball team back 565 basketball shoes, and WB-1 low shoes, the latter is now popular again in the country.

In 1979, the women's volleyball team in China and the Bayi team in 1981 won the competition, wearing back power shoes, and Huili was brought to the summit in 80s.

Data show that the annual sales volume of Huili is at its peak, reaching 800 million yuan in 80s, equivalent to 204 billion yuan now.

Today's sports Nike 2016 has a global turnover of about 25 billion 300 million yuan, 170 billion yuan.

However, as the late 90s, Fujian and Guangdong usher in the shift of manufacturing industry in the European and American markets, the competition in the shoemaking market is increasing day by day.

Foreign brands also gradually entered the Chinese market. Nike entered in 80s, while Adidas was in 1997.

The stagnant force was constantly squeezed, and eventually the Shanghai Huili shoe factory went bankrupt in 2000.

Subsequently, Shanghai Huayi Group bought back the trademark, but the business situation was not optimistic after several ups and downs.

It was not until 2008 that the trend of decline was reversed, but in 2008 the heat of the Hollywood star was actually an oolong.

Looking at the picture carefully, it is not hard to find that another brand of national product sneakers leaps Feiyue.

The relationship between the force and the leap is also very subtle.

The earliest return shoes came from the six factory of rubber shoes in Shanghai, leaps and bounds from the first factory of rubber shoes in Shanghai. Later, Huili was bought by Huayi and leaps and bounds by Hua Yi Zi company.

But the fate of these two brands is quite different.

Leaps and bounds were registered in France by the French, and became popular with the brand story of Chinese products.

With the rise of Chinese retro sentiments, many consumers have also taken a leap. However, many leaps in the market are not the original domestic products, but the improved international version.

In contrast, Huili has always maintained its domestic character. However, it has not escaped the fate of the trademark being registered abroad, to a large extent hindered the internationalization of the brand.

Some analysts believe that, in the name of WOS33, entering the international market today, in fact, it has lost the original brand heritage of Warrior to some extent, more like an independent brand.

In any case, the WOS33 series carried out a younger and internationalized upgrade for Huili, but at the same time, it reminded us that this brand with a revival of emotion is far from a high quality international brand.

In terms of brand image and product, Chinese companies that really have the power to fight back can no longer continue to eat their old books.

More importantly, the problem of plagiarism has been seriously hindering the return of consumers to win respect.

In addition to the red striped explosion shoes, most of the products of Huili's products are similar to those of international brands such as CONVERSE, New Balance, Adidas, Yeezy and so on.

At present, consumers' understanding of back force also stays on the classic section, but if the style does not make any innovation, this trend will soon be over.

Last year, some media revealed that Guangzhou's Zhixin high school shoes, which had been used for ten years and matched with school uniforms, had been officially abandoned because of the poor quality of the shoes.

The criticism about the quality of force has been common.

It is pointed out that the back force is abandoned by the unified purchasing school, which reflects the model of the company's inaction and the demand for consumers. In the current fierce market competition, this has made the return force in a weak position.

However, the management of the back brand has not fully gained the economic benefits after its popularity. Taobao has already seen a lot of fake products.

The confusion of distribution channels has made a mess of the market, while low prices and

Usually only consumers can buy a one-time purchase, but it is hard to form a loyal consumer of the brand.

Now, more and more brands focus on "telling stories" to arouse the resonance between consumers and brands.

However, the story of Huili is mostly due to the spontaneous retro sentiments of consumers in 80s, rather than the information pmitted by the brand.

In other words, back force may not have the ability to take the initiative to elaborate brand stories.

When Nike, Adidas, Puma, Reebok and other sports brands compete fiercely in the international market, they not only intensify innovation products, but also constantly upgrade their marketing methods, and actively close the distance with consumers.

In such a market environment, passive feedback can still have no fear?

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