Can Old Brand New Products Sell At 999 Yuan, Can They Reshape The Brand?

In the past two years, the recovery of Lee power has been benefited from the "set up" and the high performance price ratio of the old Chinese products. But when the price of the product is no longer close to the people, the design lacks the spirit of the national product, and the biggest advantage is that it is gone.

In May 20th, the old Chinese product officially released the new shoe "back to the sky", priced at 999 yuan, and opened 10 points every day from May 20th to May 25th, issuing 520 pairs of limited products.

The 520 limited edition is made by The Remade, an American custom team, and Chinese artist K.Yee. Its sales volume is 270 pairs at Tmall flagship store.

Compared with the classic price of 89 yuan, the price of "return to the sky" is 11.22 times that of the former.

Then, is the price reasonable?

In terms of appearance, the "power of recovery" is divided into two types of red and black logo, and the inside is pparent logo.

Decorations, Zuo and you are printed on the left and right toe, respectively, with "vulcanized rubber sole" on the outside of the sole, and "back to the sky" and "force" in the heels of the two feet respectively.

The material of the shoe body has also been upgraded. It uses cow Bago material, that is, buffing the skin, polishing the skin, and a layer of lychee grain.

From the product itself, this "return to the sky" limited edition is indeed multi-party upgrade, but for these 999 priced shoes marketing, there is still no lack of negative feedback.

First of all, on the design, many netizens said that they saw the shadow of the deconstruction design of Virgil Abloh x Nike on the shoes, and there was no lack of Tucao in the design of the shoebox.

In terms of product quality, a consumer reflects glue on the insole.

In short, compared to the classic product on Tmall, 4.7 points of product description evaluation, "back to the sky" only got 3.7 points.

This seems to be poles apart from the original intention of Hui Li.

Limited money and joint name are the marketing methods of many brands nowadays. Because the price of Luo Yang paper is high, the price is generally high, but the price of ten times more than their own products is rare.

For example, Anta recently released 60th anniversary pairs of running shoes and a pair of basketball shoes for the tribute to NASA. One of them was zero bound running shoes at a price of 699 yuan, and the general price of Anta running shoes was 400 yuan.

"The power of recovery" is not a professional sport shoe itself, and it lacks the high premium brought by functionality. The 11 times premium seems to be unbearable.

In the past two years, the recovery of Lee power has been benefited from the "set up" and the high performance price ratio of the old Chinese products. But when the price of the product is no longer close to the people, the design lacks the spirit of the national product, and the biggest advantage is that it is gone.

Consumers are willing to spend 89 yuan to buy a pair of shoes to recall nostalgia, but the price of 999 yuan obviously needs more things to support. At the same time, feelings can not guarantee the repeat purchase rate.

On the other hand, the initiative of Huili may reflect its slightly embarrassing situation.

A while ago, on the micro-blog, several pictures of the new shoes conference were attracted by many sighs and sighs, and there were many "familiar" elements in its style design.

There are many reasons for this. As an old state-owned enterprise, the old organizational structure may be a major reason.

In addition, we analyzed in the article at the end of last year, there are four major problems to be solved in the future.

1, the brand positioning of the whole category is not clear.

2, sales are too dependent on classic products, and design and R & D investment is insufficient.

3, channel control needs to be strengthened.

4, the brand's international influence is limited.

On the "day of return", we can almost see all four problems.

At present, the official website's reply to the brand is still:

This is a product line of an footwear market rather than a sports brand that can take a place in the current market competition.

Back force perhaps should do a lot of subtraction on product line, focusing on restoring ancient ways.

The positioning of the movement and the mismatch of the product category are separated from the brand family.

This is also the direction of many domestic sports brands in the past few years.

As a non professional sports brand, Huili's current brand premium ceiling is very low.

In 2018, the price of the classic force rose to 89 yuan from 79 yuan last year. If there is no significant change, it will obviously not be able to raise substantially in the future.

Conditions.

The trend is always changing, but beauty can be achieved by making subtle changes around the trend.

In the past few years, Gucci has explained this very well, and this potential is based on the classic style.

In terms of channel, force has not yet entered the mainstream business circle of the first tier cities.

Although the unit price is not high, but in a public sports brand, Huili has its own scarcity and uniqueness. Through high quality marketing content, Hui Li can have the opportunity to get better channels and traffic.

I have experienced ups and downs, and I know the bitterness of brand decline.

Now in the rising channel, the brand with good hands should still develop a new road of brand upgrading on the premise of sticking to its core advantages.