How Should The "Nostalgia Tide" Prevail?

In recent years, with the popularity of nostalgia, the old sports shoes such as back force and leap have also been renewed. However, these old Chinese products still have difficulty in covering realistic problems such as single category, weak premium capability and so on. In the current fierce market competition, it is far from enough to rely solely on feelings. What do we need to rely on to achieve "counterattack"?

　　 Product category single

The Chinese Commercial Daily reporter visited several stores selling back shoes in Beijing, and found that unlike other sports brands, the product category of Huili is relatively simple, mainly based on canvas shoes, and a small number of children sandals, and no clothing and other categories. In response to this phenomenon, the head of the Investment Promotion Department of Shanghai Huili Shoes Co., Ltd. told reporters: "the production process of shoes and clothing is not the same. If you build your own factory, the related cost will be very high."

Compared with Huili, the leap seems to go one step ahead. In July 3rd of this year, the China Commercial Daily reporter found a leap Brand canvas sneakers being sold in the direct store of Beijing Kama original clothing and accessories company (hereinafter referred to as "Kama"). It is understood that the first leap to cooperate with Kama, make up short board means strong. According to Liu Xiaoliang, director of two shops in Xidan, Beijing, the cooperation is aimed at upgrading the shopping experience of offline stores. He said that karma and the target population of the leap coincide very high. The main products of the leap are canvas sports shoes, while Kama masters make costumes, and their cooperation can complement each other.

When interviewed by reporters, it was found that unlike foreign sports brands, the sale of old Chinese shoes is quite seasonal. In Huili's direct store, Li Li, a shopping guide, told reporters that sales of shoes in spring, summer and autumn were good, but sales in winter were normal. Consumers may not accept the company's winter shoes very well.

Zhao Ming is a sports shoe enthusiast. He told the China Commercial Daily reporter that compared with the shoe type of the American sports brand CONVERSE, the shoe type of the back force is more flat and wide, especially after adding cotton, the shoe type is very cumbersome. Moreover, the soles of the back shoes are basically rubber soles, and the feet feel heavy when walking, which is not light enough.

　　 The impression of parity is hard to change.

According to the China Commercial Daily reporter, at present, the price of goods in the store is mainly between 100 yuan and 199 yuan, and basically no more than 200 yuan. For customers, it is not too easy to accept the price of such brands over 200 yuan.

The shopping guide of the shoe store told reporters that the best selling shoes are mainly classic canvas shoes at a price of 59 yuan. More than 100 yuan of shoes will also be purchased by customers, but the purchase price of products at a higher price will be very small.

According to the reporter, in May last year, Hui Li had launched a limited amount of shoes called "back to the sky" in its official Tmall flagship store, priced at 999 yuan and issued 520 pairs. Compared with the price of 60 yuan and 150 yuan sold by the brand, 999 yuan can be regarded as "sky high price".

From the design of shoes, the limited amount of money used in the basic design of the back force shoes also increased the words "back to the sky" and "vulcanized rubber base". According to the sales data of Tmall at that time, as of the end of the restricted sale activities, the sales volume of "Hui Li Li" shoes in Huili Tmall official flagship store was 432 pairs. That is to say, more than 80 pairs of limited shoes have not yet been sold.

An expert who does not want to be named by the China clothing association admits that the way to sell limited amount of money is a common way of promotion at present, but the effect is not very satisfactory. The reason is that the brand value of Huili is not big enough for consumers to rob. "Consumers are too impressed with the brand parity, and the price of 999 yuan is hard for consumers to accept." He said.

It is worth noting that as early as 2010, Hui Li began to develop the high-end brand line with the English name "Warrior". Today, however, the price of "Warrior" brand shoes is not more than 200 yuan.

　　 Breakthrough path exploration

According to the China Commercial Daily reporter, the sports shoes market, including running shoes, basketball shoes and sports shoes, is very competitive, and the ways of brand promotion are diversified. For example, Lining, a local sports brand, has frequently landed in the international fashion week on the basis of "nostalgia style" sports shoes and fashion clothes, and has aroused heated discussions in social media.

In contrast, although the old Chinese goods also play the same main role as "nostalgia", the experts interviewed said that the old brand of domestic sports shoes represented by force back is far from enough to compete alone with other sports brands. He believes that the above brands can expand clothing products.

Reporters learned that the Canadian sports brand Lulu lemon and the American sports brand Andrea are relying on "explosive products" to get word of mouth, so as to open the market. But with the sales of products entering the platform stage, these brands have begun to develop new products. It is worth mentioning that the sports brand of the main canvas sports shoes, CONVERSE and Vans, also have clothing accessories product line.

In addition, the experts said that in the shoe and clothing industry, it is easy to accept the nostalgia trend, so the old Chinese products have advantages. If we can dig out the deep cultural connotation, we will show them in modern packaging methods or get higher attention.

Gratifying, the reporter found that at present, whether leap or return force has been working with other brands in cross-border cooperation. For example, with Pepsi Cola and Disney jointly launched shoes, and some from the media launched cooperation, trying to highlight the brand personality, attracting young consumers. In view of this way of promotion, the experts said that joint name is a more convenient form of promotion, but it is necessary to choose a cooperative brand that is consistent with product tonal.