The Time-Honored Shoe Industry In The Eyes Of College Students

Nationally speaking, only 15 thousand of the old brands are still alive. Only one percent live, or 150, live better.

The original Ministry of internal trade has identified more than 1600 "Chinese time-honored brand enterprises" before 2005, and now there are 1128, with an average annual loss of 16.

But in recent years, there have been some signs of recovery in old brands. About 10 million people in the country buy at least one old brand product every year.

For example, in 1927, tires were registered as "tires" in 1935. In 1997, it was recognized as a famous trademark in Shanghai and was recognized as a famous trademark in China in 1999.

In the old brand of China, Huili is a national brand with a little voice. It has opened an official flagship store in Tmall and Jingdong.

Shanghai Huili shoes industry Co., Ltd. is a wholly owned subsidiary of Shanghai Huayi Group Investment Co., Ltd.

Professor Zhou Yong of Shanghai Business School instructs us to conduct an investigation and analysis of the Huili shoe industry from four aspects: Official Website observation, university student interviews, public comment statistics and field observation. The main findings and countermeasures are as follows.

(1) there are three problems in the official website.

The official website of Huili shoes shows: Guangdong, Guangxi, Sichuan, Shandong, Hunan, Yunnan, Jiangxi, Anhui, Shanghai, Chongqing, Chongqing, Shaanxi, Chongqing, silver Xia, China, Sichuan, Shandong, China, Shandong, Shandong, China, and other 20 provinces and cities have opened 845 wholesale outlets, and 6 franchises have been developed in three countries.

But the most recent report of the "back force news" displayed by the official website is April 24, 2017. The latest report of "media center" is January 11, 2018. The data from the "rally survey" show that: in 2010, the total sales volume and total profit of the company increased by 50% and 30% respectively; the total sales volume and profit in 2011 increased by 49% and 66% respectively; the total sales volume and profit in 2012 increased by 70% and 44%, respectively, and achieved a historic and breakthrough development for three consecutive years, achieving the opening of "12th Five-Year".

The official website of Huili is hard to find. From the official website, we found at least three questions: (1) how did the official website of the official website fail to report the latest situation? How did it happen after 2012? Is it in decline or is the official website not maintained in time? No matter what the situation is, it is not a good sign.

(2) why the sales outlets of Huili are mainly wholesale outlets? It is felt that the sales network has not straightened out the relationship.

(3) the distribution of online stores is mainly distributed in the southwest, and there are more than 400 wholesale outlets in three provinces in Guangdong and Guangxi and Sichuan, accounting for about half of all outlets.

This pattern of distribution also has many imaginations for the positioning of future customers in the future.

(two) college students' views on Hui Li

Through the survey of 183 college students, we found the following 5 points.

1. high popularity, low purchase desire

The popularity of Huili was as high as 90% among respondents, while only 54% of respondents bought back shoes.

Huili brand is well known among college students, but its sales are poor.

2. old brand endorsement is not attractive to college students.

Up to 77% of respondents know that Huili is a famous "old brand", but 58% of respondents clearly stated that they will not buy it because they are old brands.

The old brand identity has little help in the marketing of the college students, and the practice of endorsement of "old brand" seems to be very difficult in the university market.

Shanghai Business School professor Zhou Yong pointed out that this has three important implications for all old brands: (1) old brands need to reinvigorate their young people and support young customers; (2) young customers have their specific needs, not only to change the old shell, but also to have new contents and forms; (3) innovation is the foundation for the continuation and development of old brands, while old brands without innovation will also have some old customers, but as they get older, the customers will become more and more aging and fading away.

3. the main incentive for college students to buy back shoes is price and style.

59% of respondents believe that the reason for purchasing back force is that the price is cheap. The other factors are: 48.63% of styles, 28.96% of comfort, 27.87% of fashion and 18.03% of nostalgia.

It can be seen that the price and style of the shoes are the main inducement for college students to purchase, and less than 20% of the respondents have "nostalgia" plot.

Therefore, in general, it has little effect on promoting the nostalgia for college students.

4. back shoes are more popular with college students than sports shoes.

If college students buy sports shoes, they are more inclined to famous brands such as Nike and Adidas, and 77% of the respondents choose listed brands.

The proportion of domestic brands who tend to buy Lining, Anta, PEAK and so on is 17%, and the return force is only 6%.

For casual shoes, 60% of respondents chose to pull back.

Therefore, in terms of sports shoes, the competitiveness and popularity of Huili are obviously not as good as those of other famous sports brands both at home and abroad. In the field of casual shoes, Huili has good competitiveness, and has the possibility and hope of competing with foreign brands.

Therefore, Huili might be able to develop in the fashion brand.

5. four reasons affect purchase desire.

The survey shows that: 67% of respondents did not buy back shoes because of the shape design problems, the other three reasons were: inadequate publicity accounted for 55.95%; low tech content and discomfort accounted for 53.57%; the low-end brand accounted for 50%.

This shows that the biggest problem of the shoe is the shape design can not cater to the needs of young consumers.

The appearance design of Huili is lack of innovation, and trademark, stripes and color collocation are not only in keeping with the background and trend of the times, but also not in line with the aesthetic preference of college students.

In the face of foreign brands and styles that are in line with the trend of the contemporary era, the shoes are obviously lacking in competitiveness.

(three) public comment on the feedback force

We searched a total of 108 "power stores" on the Internet, which is inconsistent with the data released by the official website.

393 commentaries were found, including 265 commentaries, 69 Chinese commentaries and 59 bad reviews.

1. the service attitude is uneven.

1/3 "bad reviews" are all about the quality of service. The commentary points out that some shop assistants have poor service attitude and poor purchase experience, but there are still a lot of "good reviews" showing their satisfaction with the service attitude.

This shows that the quality of service in Huili retail store is uneven.

2. increase in style.

The more than 70 customer evaluations show the recognition of the style design and the increase of styles of the shoes.

Many customers think that the style of the back shoe has been greatly improved compared with the past, and it is more and more in line with the fashion trend nowadays.

3., the shop environment is monotonous.

Huili's "join Handbook" requires: Store: no warehouse area of 50 square meters and above (area); image shop: the area is 100 square meters and above.

It also stipulates that the decoration and layout of all the shoe industry chain stores must be carried out according to the unified image requirements of the company headquarters, and no modification is allowed.

The basic situation reflected by 19 reviews is: the shop area is small, and the shop environment is not good.

Most of the shop decoration is mainly based on blue. Although the image is unified and standardized, the unity of the brand image is guaranteed, but it also appears monotonous, lacking impact and attraction.

4. nostalgia and support for domestic goods have a certain effect on purchase.

Purchase situation: price factor is the main reason for purchase. The 78 comment is that commodity price is cheap, cost-effective and affordable.

Secondly, the comfort and quality of clothing are also one of the reasons for buying.

There are 72 comments that support domestic products; the 100 commentary shows that the purchasing power is derived from Retro nostalgia.

So the nostalgia of customers and the mentality of supporting domestic products are also the motivation to purchase.

In addition, children's shoes also have a good performance: 27 reviews show that parents have bought back shoes for their young children because of their recognition of the brand and the quality of the brand.

The influence of Huili on the older generation has spread to the younger generation.

(four) field visits found

We visited the Hui Li store, the shopping mall of Bailian South Bridge, the Huili store of Robinson shopping center and the 447 back shop of the city east road.

On the whole, the experience of back shop is poor. Compared with Nike, Adidas and other international brands, there is a big gap in store environment, service level, footwear style and sales price.

1., the storefront is rough.

Shop layout is simple, even slightly simpler, mainly composed of several shoes rack and a cash register.

Shoeboxes are stacked and irregular, affecting storefront beauty.

In addition, shops are generally small in size.

In addition to the word "1927", there are few decorative elements that reflect the old brand identity of the force. The store design lacks characteristics and is not attractive to customers, especially the young consumer groups.

2. the service needs to be improved.

This is in good agreement with the public comment.

Bailian South Bridge Shopping Center Hui Li shop even appeared for a long time without waiters. The service level of the force store is compared with that of Nike, Adidas and other entities, and the quality of service needs to be improved.

3. style aging

The main types of shoes are casual shoes and running shoes, but their styles are generally lack of design sense. They are more "old-fashioned" and are not fashionable and beautiful.

Although there are many kinds of styles, most of the new styles have the same phenomenon with other brands, but few of the shoe styles that reflect the classic characteristics of the force are obviously hard to attract young consumer groups.

4. the price is high.

Compared with online flagship stores, store prices are generally high.

Take the "canvas" as an example, the physical store sells for 298 yuan, and the flagship store of Tmall sells for only 159 yuan.

Obviously, in the face of the price advantage of online shopping, consumers will prefer to buy online shopping shoes.

(five) four suggestions for the "shoe industry".

Through the above analysis, we propose three suggestions for the shoe industry, for reference only.

1., strengthen original style improvement and change.

The most popular style for college students is WB-1 model shoes. There is a big "F" sign on the outside of this shoe, which is a symbol of the classic style.

We can learn from the fan's classic "vans old school" to launch more than 500 kinds of color matching experience, and back force can also sell WB-1 version of the different color matching.

Although most of the comments on the style of the shoe are praised by the public, but after field visits, the style of the force is not the number of styles, but the lack of independent innovation.

WLY-3226 is very similar to Adidas Yeezy350. WXY (L) -2466 is very similar to Lining's "understanding". WXY-2496 is quite similar to Moss's "little bear shoes".

This kind of "similarity" not only erase the characteristics of the shoes, but also attract customers' contempt.

2. expand two new areas

One is elderly shoes, the other two are outdoor travel shoes.

Our country has entered the development channel of rapid aging, the elderly population is huge, and the market potential of old shoes is very large.

At present, there are many brands in the market, such as full strength, comfortable and so on, and the competition pressure of the old shoes market is relatively small.

As an old brand, Huili shoes have wide and deep popularity and reputation in the elderly group.

Therefore, the back force can be developed in the field of the elderly shoes. The design professional shoes for the elderly must be loved by the elderly consumer groups, and the trend of the old people will be renewed again.

The development of domestic tourism industry is very popular, famous foreign outdoor cards have wolf paws, Pathfinder, Columbia, camel and so on.

The return force as the old brand has a good reputation guarantee; in addition, the domestic famous outdoor shoes brand less.

Therefore, back force can fill this vacancy and develop vigorously in this field.

3. strengthen the promotion of interactive media.

In 2008, the upsurge of Huili in foreign countries and the "tide of return" in the past few years were all caused by the star street shooting or the wearing of the event.

In short, the star effect is of great help to the recovery of old brands.

The star effect of China's variety shows is very huge. In this era of rapid dissemination of information, all kinds of self media software have penetrated into people's daily life.

People are keen to browse and browse various application softwares, such as "jitter". User groups aged 24 to 30 are not only the main consumers, but also are more receptive to new things.

Since the flow of the media is huge, the old brands such as Huili and so on, in order to expand the young consumer market, it is necessary to use the self media promotion path to carry out brand promotion and promotion.

In addition, effective management should also be strengthened in the sales network, chain system construction and service specification.

Authors: Jiang Yumeng, Shao Yixian, Lu Jiamin, Ye Cheng Qi Yue