Huili Is Recovering The Glory Of The Old National Brand.

According to the world clothing shoes and hats net, we are taking advantage of a trend of retro fashion.

The successful use of

The glory of the former national brand is being recovered, but it is not enough to create new brilliance again.

If there are more and more "F hook" shoes on the streets in the future, don't be surprised even in the fashion capital of Paris, Milan and New York.

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The time-honored brand is embracing the Internet to achieve recovery with an unprecedented posture. It is also necessary to go abroad and compete with international brands in the future.

This year's "double 11" evening, "sales on the back line" broke out in the huge LED display of the Pudong Sinian building in Shanghai.

Under the surging "new retail" trend, the 90 year old veteran has been among the "double 11" brand names.

Hui Li celebrates the sale of "double 11" by breaking billion yuan.

On the same day, the "China Red" Chinese time-honored Cultural Festival opened in Shanghai, and Huili became a leading actor again.

Huili will integrate the "F hook" shoes and jump shoes to create a brand new "F hook" brand, and plan to build a new store of "F hook" in Shanghai, Guangzhou and Chongqing next year, and attack overseas markets such as Europe and the United States in the second half of 2018 or 2019.

According to a number of media reports, in 2016, the sales volume of Huili brand reached 58 million pairs, and the retail sales volume of the market was 5 billion. In the first half of 2017, the retail sales reached 3 billion 600 million.

"The success of the force is not only simply moving offline sales to the online industry, but the secret lies in the way young people like to succeed in building a brand that is almost disappearing into a net red, converting fans into loyal consumers," Zhou Wei, executive director of the Shanghai Hui Li Shoes Co., Ltd., said at the cultural festival. "It's the" two wheel drive "sales mode of the direct supply platform + the e-business platform, so that the shoe industry can be rejuvenated.

Hui Li has an admirable resume - founded in 1927, the trademark was first registered in 1935, and in 1997 it was recognized as a famous trademark in Shanghai. In 1999, it was recognized as a well-known trademark in China.

It has 90 years of brand history in China.

However, around 2000, Huili encountered an unprecedented crisis.

In the era of rapid development of sporting goods market, Hui Li's white track shoes are difficult to compete with the colorful sports shoes on the market, leaving only the "outdated" breath.

In 2000, Shanghai Huili shoe factory officially announced bankruptcy reorganization. Thereafter, the trademark was pferred to Shanghai Huayi (Group) company, and Shanghai Huili Shoes Co., Ltd. was established.

The Beijing Olympics in 2008 brought a turning point for the rally.

The sale of domestic goods has been reversed.

In 2010, total sales volume and profit increased by 50% and 30% respectively over the same period last year.

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But the force did not return to its peak.

Around 2010, Huili also planned to enter the high-end market. In the end, the groundwork has not yet been successful.

Now, Hui Li has caught up with the good times.

Zhou Wei said in an interview that after the bankruptcy reorganization and pformation, the development road of Huili has become more and more clear: popularization, full range, high quality and more fashionable.

Innovative marketing and brand positioning are the key to the revival of Huili from the declining trend. After all, brand is the most valuable asset of Huili.

Star street photography, a frequent occurrence on major social platforms, is an extremely powerful publicity.

When Wu Yifan, Yang Mi, Liu Wen, these fashion benchmarking personals stepping on the classic red and white matching shoes, their influence and carrying ability are self-evident.

Hui Li becomes a symbol of the tide.

In addition, back to the old women's volleyball team first won the world champion, TV drama "to youth" and other hot events to strengthen the "return to the ancient tide brand" brand connotation, so as to increase the viscosity of specific users.

Last year, the back force also started the brand upgrade strategy, which was focused on the global flagship store in Yu Garden, Shanghai.

Of course, the vintage trend sweeping through the world is also unfailing. Adidas's "Stan Smith" is the representative of this trend.

And the top of the head "old Shanghai domestic goods" shoes are in line with this trend.

"Off coconut ADI, I put on the back force," Zhou Yixuan, a Chinese hip hop player, once sang.

The most important thing is the electricity supplier.

In 2015, the sales volume of the "back force" e-commerce self operated business amounted to 11 million yuan.

Last year, the sales volume of 7 Tmall VIP dealers in the Tmall platform increased by 1000%, totaling 110 million yuan, and the total sales volume reached 58 million pairs throughout the year.

Electricity supplier, social network marketing, hip-hop, retro wind...

Back to catch up with the opportunity, also successfully revive a wind of recovery.

The basic price is only 79 yuan, and the price range of the rally is not only competitive in the domestic low-end sports shoes market, but more importantly, the price is enough to make those 80 generation who have bought nostalgic feelings to buy this product feel that the return force or the rally force has not changed.

"In view of the current sports brand talk about technological innovation, we know that our strength can not be compared with the international brand, so we will not follow blindly.

Our brand positioning is "national shoes", the most cost-effective shoes, that is, the brand name goods below 100 yuan and the coverage of all kinds of shoes, "said Yang Weidong, general manager of Shanghai Huili Shoes Co., Ltd.

In the first half of 2017, the retail sales volume of force reached 3 billion 600 million, and sales for three consecutive years increased by more than 20% annually.

"Two years ago, I believe no one thought that today's rally will be as good as it is now, and that many of our shoes are ranked first in Tmall," Zhou Wei said.

There is also brand influence.

At the beginning of the year, Ali Research Institute released the "2016 China time honored brand electricity supplier list", the force is ranked second.

But Huili's ambition is more than that.

As brands become more and more stable in the domestic market, more and more domestic brands are recognized by global consumers.

In October 2017, the company launched two customized products, WOS33, with classic white tone and red and blue logo.

"WOS33" only sells through online channels to overseas markets, which sells for up to 70 euros, almost 7 times the domestic price of 79 yuan.

Li Hui launched the overseas product "WOS33".

Huili has its own precedent for the European and American fashion market.

More than 10 years ago, French Patrice Bastian registered the trademark "FEIYUE" in France, and began to produce and sell the European version of the sports shoes.

In 2008, when Prince Orlanndo Bloom was filming on the streets of New York, the photos of the blue and white classic "flying shoes" at his feet were sent back to China and shocked the industry. Its selling price of more than 50 euros also made the domestic sports brand big.

This time, in order to attract overseas crowds, Huili launched the official account of Instagram in July, the first picture uploaded in 1934.

Memory is killing weapon.

Opportunities are just around the corner, but the challenges are obvious. The two key issues of "rise to the ancients" and "electricity supplier" will also become the shackles for further development in the future.

The biggest difficulty now is that brands and products need a clear positioning in order to remain competitive in the market for a long time.

According to the official introduction of Hui Li, the theme of "classic, fashion and professional" brand connotation of Huili shoes industry has established the product structure orientation of "fashion sports, healthy sports and professional sports" (targeting young people, middle-aged and elderly and professional consumer groups) respectively.

In addition to classic basketball shoes and track shoes, Huili also introduced leisure sports shoes, warm shoes and other products.

But both fashion and professional, at the same time covering the public, professional consumer groups and youth, middle-aged and elderly customers is the vast majority of sports brands can not do it.

Obviously, Hui Li lacks a strong brand image and positioning.

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From the product perspective, the advantage of the force is cost performance.

In all kinds of shoes less than 100 yuan, Hui Li's sports shoes are undoubtedly the most attractive price, and the lowest price among all domestic brand sneakers.

But if we extend our products to rain shoes and warm shoes, the price advantage of Huili will no longer be obvious.

After all, tens of dollars of rain shoes are everywhere, and dozens of dollars of branded sneakers are rare.

In actual sales, Huili is very dependent on classic sports shoes.

This can be seen from the sales volume of the electronic business platform, the sales volume of classic shoe is far ahead of other shoes.

But the problem is that the trend is always pient and unpredictable.

In addition, Huili did not invest too much money in professional sports for R & D. If the sports shoes market returned from the fashion movement to professional sports, the retro trend would be lost.

From the brand level, the distance between Huili and a truly strong brand is probably the "classic" distance between the "retro" shoes and the CONVERSE canvas shoes for many years. Only when they become classics can they get rid of the trend and keep the market competitive.

The birth of classics is not just in terms of design and price. It involves aspects of product quality, brand power, marketing, communication and trend control.

At the channel level, the effort relies on the rise of electricity providers and new retailers, but its entire channel system is not as solid as Anta, Lining or even XTEP, 361 degrees.

At present, there are three ways: Direct stores, franchisees and wholesale networks. There are about 3000 stores in the country.

The official website has disclosed the information of 10 direct store stores. In general, the channel of force back relies heavily on agents.

This mechanism is very suitable for rapid expansion in the volume of hours, but from the big to the strong road, there will be a lack of brand control over the channel.

In recent years, domestic sports brands have begun to layout more direct stores to strengthen brand control.

Moreover, it is not easy for Hui Li to enhance the strategy of brand positioning through globalization.

The global expansion of Hui Li is not easy.

The rise of Huili has a distinct background of the times. In the Internet age, the generation represented by the 80 generation is more self value and independent. When Nike and Adidas become the two biggest players in the sports market, the force represents the personality in some way, and also means the memory and youth.

The pursuit of domestic goods is also a major trend in recent years.

In the 90s when Anta and XTEP rose, domestic products meant low prices and low quality.

But nowadays, many minority sports brands strive to highlight all kinds of Chinese elements.

Huili has become the representative of classic Chinese products.

But can the international market pay for these old Chinese brands? After all, for overseas consumers, the rally is brand new, and there is no such brand in their growth background and consumption memory.

It is obviously not enough to move them with affection only in Huailai.

On the other hand, after returning to the sea, it also needs to compete with CONVERSE, VANS and other street wave brands. The latter are the originator of street culture and are also good at marketing.

Can the force be matched? Plus the "WOS33" of the force is expensive, and the price advantage will no longer exist.

The channel construction of overseas markets is not accomplished overnight, and domestic sports brands have encountered similar problems.

"Rejuvenation" depends on feelings, but Changsheng needs a comprehensive pformation.

"F hook" wants to go abroad, and is popular all over the world. At the age of 90, it needs more efforts.

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