Flagship Shoes Fall Back, How Far Can Marketing Go By Sentiment?

Although the rise of the "national tide" has brought back the power shoes to the consumer's perspective, the impression of "cheap" of the rebound shoes has not changed. A few days ago, the Beijing Commercial Daily reporter visited the market and found that last year, Huili launched a model with a price tag of up to 999 yuan, and was named "the power to return to heaven". Only a year later, the price of the "sneaker" sneakers at the market terminal is only 129 yuan.

According to the insiders, Huili is still facing a real problem of single category. At the same time, due to the lack of investment in product design and R & D and the sense of cottage on design, it is difficult for the brand to form a premium. In the current fierce market competition, it is far from enough to rely solely on feelings. Instead, we must dig out the deep cultural connotation and present it with modern packaging methods, or we will gain higher attention.

Price return to original position

Recently, the Beijing Commercial Daily reporter interviewed found that Huili was opened in a new store in Beijing. In order to attract tourists, shops launched promotional promotions, and the flagship product of Huili was "129 yuan". The store sales staff said that this is also a discount sale for the new store opening. Last year, the "recall" price had been sold for 999 yuan. Today, sales promotion has highlighted the performance price ratio.

It is understood that last year, the limited edition of the new version of the new shoe "back to the sky" attracted widespread attention. The product is co constructed by the American custom team "The Remade" with the Chinese artist K.Yee, and is sold by Tmall flagship store at 10 o'clock every day on -24 May 20th at a price of 999 yuan, limited to 520 pairs. At that time, it seemed that "the power of return" indicates that the force is trying to break the former high cost performance route and to push the high-end.

However, after a year's time, the limited number of sneakers are still being sold, but the price has dropped to less than 200 yuan, and the layout of the shoes has been returned to the original position again. In Taobao and Jingdong mall, the price of "return to the sky" is generally 129-168 yuan.

At the same time, "Huili" promotion, Huili's other shoes also continue to "put price". At the end of the market, some shoes have been reduced to 69 yuan. A sales force revealed that the price of Huili's shoes mainly concentrated within 200 yuan, and the best selling shoes were priced at 100-200 yuan.

Cheng Weixiong, general manager of textile and clothing management experts and Shanghai Liang Qi Brand Management Co., Ltd. does not seem to have built a truly core value product. It is difficult to reverse the traditional impression of "cheap" products by relying on one product. After experiencing hype, the price of force back to the original price range.

In response, the Beijing Commercial Daily reporter tried to contact Hui Li for an interview, but no one answered the phone.

Brand overdraft effect

In fact, in order to cater for the new generation of consumers, Huili is also making efforts in product innovation. In recent years, the recovery of the force has been benefited from the rise of the old Chinese products and the high cost performance. At the same time, Hui Li and Pepsi Cola, Shang Mei and other brands launched a joint venture, successfully attracting the attention of young consumers. At present, Huili has formed a series of high-end feeder products, which is a new way to upgrade brand.

According to public information, the shoe industry was founded in 1927 and has a history of 90 years. The "Hui Li" trademark was first registered in 1935 and was recognized as a famous trademark in Shanghai in 1997. With the rise of foreign brands and the rise of domestic brands, Huili is no longer in a unique situation. Coupled with the lack of innovation and the low price idea in consumers' mind, the force was gradually eliminated by the market, and the force was declared bankrupt in 2000.

Today, Shanghai Huayi Group has bought the trademark of Huili, and has reorganized the Shanghai Huili shoe industry Co., Ltd. While maintaining cost performance, Huili focuses on improving product packaging, design and publicity, positioning professionalism, health and fashion. According to the report, since 2015, the sales volume of force has increased by more than 20% per year, and the sales volume has reached 80 million pairs in 2018.

However, as a sports brand, Huili's brand premium ceiling is very low. In 2018, the price of the classic force increased from 79 yuan last year to 89 yuan, but the average selling price of the shoes did not increase significantly.

Beijing Business Daily reporter found in the market, although the price of some of the shoe callback is higher than 200 yuan, but in the terminal sales price, after the dealer promotion, in fact, the transaction price is very difficult to 200 yuan. One of the shoes priced at 699 yuan is only 199 yuan after promotion.

Cheng Weixiong said that the weight of the brand is the other brands want to learn from each other. It can continue to survive until today. It shows that the popularity of Hui Li brand is deeply rooted in the market. This brand DNA not only has a sense of historical vicissitudes, but also a response to the innovation of the consumer market today. Although the limited edition and joint name have temporarily raised the price, but when the price of the back product is no longer close to the people, the design lacks the refinement of the domestic goods spirit. It is difficult for consumers to form a repeat purchase rate, plus frequent discount sales, which is undoubtedly a kind of injury to the brand.

Missing innovation inputs

Zhang Enqi, executive deputy general manager of Shanghai Hui Li shoes industry Co., Ltd. once said, "back force is currently a light asset and heavy regulation mode, that is, many dealers undertake the cost of the design, production and sale of the brand, and the company itself focuses on the brand. R & D, production and sales are all carried out by third parties.

In short, the size of the dealer is responsible for the whole chain from design, production to terminal operation. In addition to the 14 long line products that are designed by the classic design, authorized factories can develop products with different characteristics according to their different needs, and all these designs will be returned to the copyright owners after being authorized and authorized by the force brand.

The Beijing Commercial Daily reporter saw in the Huili counters, in addition to the classic version of the style, most of the shoes of the back force are just changes in appearance design, but there is no embodiment in technological innovation.

It is noteworthy that there are many discussions about the imitation and plagiarism of European and American sports brands in social media. Some netizens are drying out a lot of similar brands with Converse (CONVERSE), Vans (Fan Si) and Asics (Arthur).

According to the insiders, it is the resellers' idea of heavy sales and light research and development that leads to the lack of product in R & D, supply chain management, channel management and control.

Cheng Weixiong believes that the new high-end products launched by Huili are only short-lived, but the brand still has its own scarcity and uniqueness, and has the opportunity to get better channels and traffic. As an old shoe enterprise rejuvenated, Huili should further adjust its strategy, strengthen the control of product innovation, explore the demand for smart wear, and increase the intensity of brand marketing, and change the stereotype and cheap impression of consumers, so that the force can really return to power.