Huili Tries To Rebuild Its Brand In Overseas Markets

WOS33, a custom product co operating with Italy, has attracted wide attention.

According to the world clothing and shoe net, in October 9th, reporters learned that customized products WOS33 only targeted overseas through online channels.

On sale, the two overseas versions of WOS33 are priced at 70 euros.

This is not the first attempt by force to rebuild.

Before and after 2010, the Huili plan entered the high-end market, but the two attempt almost failed.

Some analysts believe that this effort and overseas cooperation may be to feed the Chinese local market.

Overseas efforts

As a generation's youth memory, a 90 year old effort is again aimed at overseas markets.

Recently, Huili launched the exclusive footwear product overseas, named WOS33, and opened the official account of the global social networking platform Instagram, which is close to young people around the world.

Public information shows that the word "Warrior China Shanghai" is printed on the tongue of WOS33.

The reporter found that, in order to promote new products, WOS33 has been on the official website and sold for overseas markets.

But the two overseas version of the sports shoes sold on the official website are red and blue, priced at 70 euros, 5 times the price of the domestic version.

Reporters from the official website to see that the current sales network in addition to online channels, but also covered direct outlets, franchisees and wholesale network, but the specific number has not been disclosed.

Online channel, Huili mainly sells products through Jingdong and Tmall, and the price of footwear ranges from 79-299 yuan.

Besides the classic and cloth shoes, the products include leather shoes and other materials, but the sales volume of leather shoes is much lower than that of the classic ones and the monthly sales volume of tens of thousands of cloth shoes.

In addition to covering adult shoes, there are some children's shoes products, but the sales volume of hundreds or even single figures is far lower than that of adult shoes.

Some analysts believe that WOS33 is not a regular new product release, WOS33 has a very important symbolic significance.

China's rebound shoes are being rebuilt overseas.

WOS33 means a new name and new price positioning for the shoes, and it also has a exclusive new English website.

However, after opening the website, you can only see the introduction of the two shoes, but this also marks the beginning of the new journey of the internationalization of the force.

In an interview with reporters, Hui Li said that WOS33 is a customized product that is working with Italy. The aim of the cooperation is to increase the diversity of brands by expanding the audience of F Series in Europe.

Such products are an attempt to cross brand cooperation, rather than a brand promotion and brand strategy for overseas markets.

Min Guangya, a retail consultant, said in an interview with reporters that the efforts and attempts of this effort are expected to use foreign teams to explore the brand promotion and strategy of the new products.

Several attempts to pform

This is not the first attempt to rebuild the brand.

Statistics show that in order to develop high-end brand lines, the Chinese brand names were diluted in 2010 and the English brand "Warrior" was launched, and plans to set up 60 boutiques in the first tier cities nationwide.

However, the two attempt did not have much impact.

As a representative of the brand of sports shoes in the 70s and 80s of last century, Huili was once popular throughout the country.

However, in 90s of last century, the impact of the market economy gradually declined, until 2000, Shanghai Huili shoe factory officially announced bankruptcy reorganization.

After declaring bankruptcy, Huili trademark was pferred to Shanghai Huayi (Group) Company for preservation, and then Shanghai Huili shoes industry Co., Ltd. was established.

However, the situation of the back force business has been on the ups and downs. It is still not satisfactory. Public information shows that during the past 2000-2008 years, the growth of earnings has been slow, and sales revenue has been hovering at 120 million yuan, which is at a low level of development.

However, when the 2008 Olympic Games came to the East, a turning point appeared.

In reply to an interview with reporters, Huili said that in 2008, the boom in domestic products began in 2015, and the force has been in the constant exploration and development mode. In 2016, Huili began to exert itself in the electricity supplier, and realized the 900% growth of the electricity supplier's sales.

In 2016, Huili also launched the brand upgrading strategy and launched smart wear concept shoes.

Huili new products concentrated on the global flagship store in Yu Garden, Shanghai, and synchronized pre sale at the official flagship store.

In the new brand plan, the design and development of Huili products extend to the middle and high end.

The 4 concept shoes can be "turned" into a life buoy and a balance car.

Under a series of supportive policies implemented by Shanghai Huayi (Group) company, the "double wheel drive" brand upgrading strategy in 2017 started again to achieve a 300% increase in sales profit.

However, once the brilliance and disappearance gradually returned to the consumers' sight with the help of "retro tide", business difficulties continued.

Zhou Hui, the party secretary of Shanghai Hui Li shoes industry Co., Ltd., has publicly revealed that although the products are diversified, the brand value is not high, and the gross profit of products is squeezed by both manufacturers and wholesalers.

Min Guangya said that looking back at the development process in recent years, Huili once again aimed at overseas, to a certain extent, to avoid the negative impact of the failure of the domestic market reform on the domestic market.

Therefore, it is possible to test the water overseas market to prepare for the promotion of new brands.

The future remains to be tested.

Although retesting overseas markets, the brand remodeling of Huili looks like a trial.

Public information shows that the main force redevelopment project is a four person team. They only signed a one year authorization agreement with the force.

At present, the WOS33 launched by the team is only sold on the website, and has gone to Paris and other places to show the fashion week.

However, in reply to reporters, Huili said he declined to comment, saying that the trial was only authorized by foreign trade.

Insiders say that nowadays, entering the international market in the name of WOS33, in fact, it has lost the original brand culture to a certain extent. WOS33 is more like an independent brand.

It is worth noting that due to the neglect of management, some of the channels of the brand have already appeared a large number of fake goods, and the confusion of distribution channels has made a mess of the market.

At present, the price of the product is usually only a one-time purchase for consumers. It is difficult to cultivate loyal consumers of the brand.

"Brand management is relatively backward, and it is not sensitive to the rapid changes of the market and consumer preferences. The main problem facing the force is brand aging.

How to adapt to such changes and make corresponding changes has become a key factor affecting the development of the force.

Min Guangya said.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. believes that the cooperative product customized products launched by Huili have high brand positioning for the current force, which is out of touch with the relationship between products, prices, quality and consumers.

Huili should invest energy in foreign markets to really study the Chinese market, especially the demand of Chinese consumers for shoes. This is the key.

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