How Far Can It Go In The Hundred Years?

Consumers' impression of Huili does not revolve around the history of the early days of the founding of the people's Republic of China. Experience the company's joint venture and several times of merger, reorganization and renaming.

Even in the absence of material resources, Huili is also thrived. Although the sales volume is not high, but the influence is only increasing. The young people who are eager to go to the foot wearing back power shoes have the risk of being robbed of their shoes. "Little white shoes" is undoubtedly the vane of the trend.

From being plagiarized to suspected plagiarism

However, when the tree catches up with the wind, it has attracted much attention in the domestic market in the last century. The sale price of a pair of genuine rebound shoes is nearly 36 yuan, while a pair of pirated rebound shoes only cost 15 yuan.

"Fake back" Jerry building, from leather, inner pads and sole, with rough texture and poor air permeability, it is even more impossible to guarantee the right grip.

But even so, piracy is still rampant. With half price and audience's favor, the sale of genuine products has been greatly affected, and the losses can not be counted.

Because of the environmental changes and the restrictions of the times, Huili is unable to protect its intellectual property rights.

According to the data from the sky eye, the earliest registered trademark after the founding of the people's Republic of China is the "advance" trademark which was applied in 1978. The earlier "Hui Li" trademark did not have the date of application, only showing that the trademark had been registered.

This year, the pace of trademark application has not stopped, but the field has changed greatly. The new trademark application no longer involves clothing, shoes or hats or fitness equipment, but kitchen kitchens, cloth sheets and scientific instruments. At first glance, it seems that it has been changed.

However, in the old Ben line, Huili's vision gradually broke away from the original classic style shoes, and the innovation of products needs to inject new blood. Today, if you enter "back force" to search on shopping websites, it is hard to see the most profound white shoes in many products.

The voice of doubt came out. There is an endless stream of "back plagiarism" posts on major social software, pointing out that the lack of independent innovation is the lack of independent innovation. The design of the new shoes is almost "copying" the classic styles of all kinds of big brands, and even undisguised "directly plagiarize" the exploitings of friends and merchants. Even more netizens ridicule that, in addition to the force, CONVERSE can also be CONVERSE, ADI, Vance, and ghost tiger grave.

Using pictures to make an intuitive feeling, and comparing the images with other brands, we can find some similarities.

Whether or not the force has encountered the design bottleneck is unknown. The fact that it is suspected of plagiarism is sure to make the consumers feel sorry and let the fans disappointed.

According to data from the sky eye survey, the most recent prosecution of Huili was in July 2018. The cause of the case was "copyright ownership, tort disputes". The plaintiff was a famous entertainment UK Limited and Beck Davies limited, and there were no other tort suits.

It is difficult to predict the future of the return force. It is only known from 1927 to today that it has experienced numerous storms, including the "plagiarism" in recent years.

Superb "sentiment card", the rapid development of the backward and backward.

After the reform and opening up, Huili encountered many opponents from inside to outside the Chinese market. The arrival of foreign brands and the emergence of new domestic products made it the first time that it had had a "steady impact". The aesthetic orientation of young people has changed greatly. Shoes are no longer a simple tool for protecting feet. They can not maintain market position only with low price and good practicality. They also get "foreign flavor" on their feet.

In 1999, Hui Li was identified as a well-known trademark in China and declared bankrupt in second years. Last time, the threat of being on the brink of bankruptcy was due to a big fire in 1933. For the force, the opening of the market was even more ruthless than the fire.

The advantage is long gone, and the sales volume of Huili is quite weak compared with other competing products. "Local flavor" sneakers are gradually away from people's vision.

But turning around is coming, no one can predict.

In 2008, the photos of "elf Prince" Orlanndo Bloom in the studio caused a heated debate in China, only because he wore a pair of small white shoes on his feet.

As a matter of fact, Bloom's shoes come from another brand of "sneakers" that originated in China. After being excavated by the French, they went to the world. But once the domestic opinion flourished, the discussion of "Hollywood stars wearing back shoes" spread all over the streets and alleys. So far, many people still believe that the elf Prince wears a pair of rebound shoes.

In an interview with the first financial daily, executive director GUI Cheng Gang denied that it was a marketing event planned by the company, but this did not affect the second spring coming back.

During the Olympic Games, foreign dignitaries such as the Royal Prince of Belgium and the Deputy Prime Minister of Denmark came to the Beijing commercial building to purchase the Chinese national product rebound shoes. Huili is no longer the "local flavor rubber shoes". According to the popular trend and the aesthetic definition of the mainstream discourse right, it has officially entered the "fashion field".

Of course, Huili did not rely solely on a photo to turn the tide. It also had feelings of restoring ancient ways and patriotism. Huili often plays the advertisement of the youth, and at the same time, the slogan of "support for domestic products" is overflowing with the smiles of youth.

Even on the Internet, there is no lack of such comments: when someone says they don't like back, they will be retaliated by "non patriotic" language.

It seems that in the memory of the last century and the feelings of training, the return seems to enjoy objectively the privilege of National Awakening. Facts have also proved that the added value of shoes and shoes can produce cultural added value. The benefits are high in details.

Since 2008, the sales volume of Huili has been booming. Photos of celebrities in the entertainment news are often seen. Along with this momentum, the new models launched every year have developed more than 200 series and more than 5000 styles.

In 2015, the sales volume of Huili products in the market reached about 60 million. From 2010 to 2015, the total sales revenue and profit of Hui Li increased by 28% and 33% respectively, and the number of sales of 180 million pairs was achieved.

It has been reported that the force has reached thousands of stores. Among them, the fashion boutique monopoly has entered some of the first tier business circles in big cities, and the price of the 2 year old shoe has reached 50 euros, rising by more than 25 times. All kinds of data are becoming more and more beautiful.

Stagnation or advance?

After the blow of a strong wind, will seeds of tomorrow grow, or will they ruin the crops of yesterday?

After the 90th anniversary celebration in 2017, it suddenly became quiet. Even the photos of his official website have never been changed since 17 years later. Today, "retro" and "patriotic" are not the labels that everyone mentioned, but the label is "Shanzhai".

The selling of feelings is common in recent years. Most of them are very popular, but they end up in the end of defeat. Hui Li was also suffering from plagiarism. Would they also try to break into the shortcut and pass the pain on to others?

Remember that the big words in the middle of the main page of the official website are particularly conspicuous: "traditional handicrafts, the spirit of the builders."