Once The National Brand, Obviously Rely On Feelings Of Fire, But "Destroyed" In Plagiarism!

Recently, Chuang brothers took the subway and found many 90 or 00 wearing back shoes.

Maybe young people nowadays do not know much about the history of Huili. For the 70 time, if teenagers can wear a pair of pull shoes, it will be the best in the whole street.

Ever since Lining showed up in New York fashion week, the rise of the national tide has seen the strength of the new products.

And the history of the reviving shoes, which has been reviving for 92 years, is also praised as "the light of domestic products" by everyone.

Revival of the ancient times, the mood card is to fight.

Huili's "personal design" has been gradually established, and consumers are paying more and more attention to their feelings. Since 2008, the shoes have shown a rocket growth, only 150 million in 2008, and 6 billion in 2017.

The rise of the national tide has brought back the natural protective umbrella. If anyone dares to criticize Hui Li, he will probably be said to be worshipping foreigners.

People are waiting to see what new stories can be told after they sell their feelings.

I can't imagine that this new story has disappointed the fans.

01

Playing cards

There are only three things to do.

At the age of 92, Huili is a hundred years old shop. As a classic brand of domestic products, it will inevitably be covered with a layer of emotional filter.

Speaking of the rebound shoes, the experience has been quite bumpy. It has declared bankruptcy for the two time. Because of the brand aging crisis and the entry of foreign brands, it disappeared after 2000.

Luckily, Huayi Group has injected capital, so that the trademark of Huili has been preserved. The back of the shoe is telling us that there is always a day when we can wait for the dormant.

The time was finally come back.

In 2008, the Hollywood star Orlanndo Bloom, who played the "Lord of the rings" and "Pirates of the Caribbean" in 2008, put on a pair of "white shoes" in Manhattan's "I love you" scene.

Although the Elven Prince is wearing a leap, but Huili has seized the marketing opportunity, "Hollywood stars wear back shoes" more and more topics of discussion.

For a while, the shoe became a new favorite in foreign countries.

Then, during the same year's Olympic Games in Beijing, foreign dignitaries such as the Belgian crown prince and the Deputy Prime Minister of Denmark came to the Beijing commercial building to buy Chinese national shoes.

This time, of course, we must seize the opportunity to create momentum.

After the fermentation of these two events, the negative image of the "rubber shoes that Chinese people can not see" suddenly become "the light of Chinese products that foreigners love".

The first publicity material written on the Ins shoes was reported on the back of the sports shoes.

What is the message that this picture wants to convey, not to tell you the origin of the rename.

But through the "Declaration" and the yellowed old newspapers, it tells us that the back force shoes have a history of more than 90 years, and they are national brands.

This is the first step in the effort to deepen national patriotism.

The next step is the second step of making money: stars bring goods.

Back shoes are well versed in the flow of goods, and find the best traffic star.

Yang Mi and Wu Yifan can cover at least 60% of traffic.

In 2017, Huili gained 6 billion of sales and achieved good results.

With the addition of traffic stars, there is still no need for a catalyst. There is a third step: to buy goods abroad, the price can not be too cheap.

The wos33 for export is sold to 70 euro, equivalent to 7 times the domestic price.

Several sets of combatant boxing came down, and the consumption enthusiasm of the people was fully mobilized, and they came to support domestic products one after another.

But is the domestic product you support really the light of domestic products?

02

The new tide of state that has been lifted up by high spirits.

It's coming to an end.

If we say, Hui Li is recollection by sentiments and memories, attracting young people's attention. Chuang brother agrees completely.

But to say that Hui Li is also like Lining, to rebuild the national tide by original design, the aura is a question mark.

Why?

Because the new story of Huili is too bad!

Let's look at some of the latest designs.

Familiar with the unfamiliar "green tail white shoes" of the ADI classic, Huili put the green logo on the green label and replaced it with the two words of "back force".

Vance's classic style, from shoe type to color matching, 10 Fen, has nothing to copy.

The original version of logo is like this.

It may be that they are not afraid of copying enough, and Huili also caters to Vance's original design, elongating, thinning and distorting its logo.

The classic style of the ghost tiger tiger, a strong sense of Shanzhai, does not show a hint of design sense.

Let alone CONVERSE.

It also plugs up the "breathable holes" of two people.

What's more, even after the completion of Huili's overseas acquisition, even the domestic explosive money has not been let off. Lining's fashion week has gone through the show, and the back force has also been described in a typical way.

With a leap, it is easier for me to return to an English trade mark.

Only you can not think of the explosive money, no back force dare not copy.

In 2019, Huili still insisted on copying the road, and proved by strength: "we do not produce explosive funds. We are just a porter for blasting money."

Now, the price less than 1000 of the explosive shoes can not be seen, and plagiarism also needs an international perspective.

Not long ago, a "joint name" of the AJ and the company launched a red network.

Many netizens are surprised. When does AJ need to sell shoes with other brands?

You know, buying a new limited edition AJ is like buying a car in Beijing.

But this "joint name" is different. You can have 100 pairs in the early stage, and how many pairs do you want to buy?

The shoes are powerful, not only in stinky feet, but also with a magical function: dyeing your white socks...

In order to enter the world tide card territory, the back force has a more coquettish operation.

This joint name "OFF-WHITE" is not very international.

You didn't guess wrong. This is also copied.

Indeed, "OFF-WHITE" has been associated with sports brands such as CONVERSE and Vance.

Converse x OFF-WHITE

VANS x OFF-WHITE

Observe carefully how the force is optimized.

Huili Shanzhai shoes gave us a game of "finding fault with everyone".

Even if the cottage is gone, it shouldn't be enough to return thousands of dollars. Instead of selling the cottage shoes at a high price of 999 yuan, fans of the IQ tax are angry.

But how does the force restore all of you?

The designer came out to speak, and he said, "we use force back as a blueprint for creation, and reinterpret it with OFF-WHITE's deconstruction."

Can take plagiarism described so natural, Chuang brother is also admired.

03

Light of domestic products

Not copied by plagiarism!

In fact, copying the international brand has copied the sense of superiority.

Let the designers of Huili communicate with designers of Hai Lan's home.

The style of local minority brand ROARINGWILD2018 has changed into a new style of Hai Lan's home in 2019.

This rough copy method has made a hard core query to Hai Lan's home: whether there is any designer in Hai Lan's home.

However, according to the 2018 financial report, the cost of research and development of Hai Lan's home is 49 million 20 thousand yuan, a significant increase over 90% in 2017.

That is to say, the home of Hai Lan has been focusing on design and development since 2018.

But in April 19th this year, at the annual shareholders meeting of Hai Lan House, there were still minority shareholders questioning the level of the designer.

Zhou Jianping, the head of the door, directly denied: "the designers at the highest level are in the home of Hai Lan.

No one over Hai Lan's home means that we are the best now. "

With the rise of the national tide, China's Lining has been stunning the world in New York and Paris fashion week again and again.

Anta has stepped into the world stage with its tactics of acquiring high-quality overseas resources.

Bosideng tore down the label of "aunt's down jacket", and gave the clown down jacket a big sense of design.

The reason why they are respected by fans is that they always want to reverse the perception of Chinese products with a brand new return.

Back then, the national brand, which was once built as an original, is still consuming patriotic feelings, giving consumers continuous delivery and chewing the rest.

Hai Lan's home is so strong that it also relies on the trend of foreign countries to cater to consumers.

Why do we have to do this?

Because feelings do not need to pay.

Writing two words on clothes can sell thousands of dollars, which can be exchanged for long-term customer resources. Who is willing to take a good pencil and ponder over a good design?

This is also the embarrassing situation that the so-called national tide is facing now. Enterprises are more willing to make quick money and unwilling to invest resources in deep ploughing products.

The cottage is long, even the bones are soft and hard to lift.

These national brands, which are widely known in China, look bright and beautiful, and have boundless scenery. However, it is difficult to walk out on the second stage of Lining and walk on the international stage without making substantive changes.

According to the consumption trend of the young consumers in China, brand upgrading is already in progress, and feelings are past. Excessive consumption can only make consumers more and more disgusted.

Plagiarism may be a good time, but it will never be easy.

The rise of a century's brand.

It must be doing the right thing all the time.

Instead of doing something easy.