National Tide Brand Return Product Single Faced With Development Bottleneck

A few days ago, the official website of the State Administration of Market Supervision announced the list of unqualified products and enterprises of state supervision and spot checks of 51 kinds of product quality, such as children's shoes in 2019. Among them, the quality inspection of WZ-9047 shoes produced by Shanghai Huili Shoes Co., Ltd. is not qualified, the specification is 230 (2.5), the production date is July 6, 2019, the number is WZ-904701, and the unqualified item is two phthalate. As a 93 year old shoe store, the quality supervision failed, which naturally attracted public attention.

There is nothing trivial about children's health. From this, we visited many stores in Shanghai, and connected the online shop of the shoe online, only to find out whether there was still such a batch of unqualified goods on the market.

There are no problems in the market. Wholesale shoes are sold.

It is precisely because there is such a large number of sales on the Internet that the news of unqualified force detection has attracted people's attention. The unqualified items in the children's shoes, which are overqualified, are too professional for the common people. But if it is a kind of plasticizer, it may not be so doubted about the two. Because ortho two carboxylic acid esters can be said to be the most widely distributed synthetic environmental pollutants in the world, they can enter the body through breathing, eating or skin contact, thus affecting normal hormone metabolism and changing hormone levels in the human body. Therefore, the chemical composition is usually considered "able to cause precocious puberty in children". Some professionals say: o-benzene plasticizer is very common in life, but in fact, children wear socks and wear shoes, and the possibility of o-benzene two formic acid entering the body through feet is very small. In order to let consumers rest assured, whether there are still unqualified products on sale in the market are investigated.

For online, search for official flagship store, brand dealer and Jingdong flagship store at Hui Li, respectively, did not find this wz9074's children's shoes. After asking the store, he also said there was no such shoe. It is understood that this shoe was manufactured in July and presumed to be the 2019 autumn sneakers. At present, it is spring 2020. We have seen the biggest sale of shoes on the Internet in winter, so it is unlikely that there will be problems with batches of shoes again. But some netizens still have doubts. Is not this batch of shoes safe?

In the case of online visit to Huili store, there was no sign of this batch of children's shoes. Visit the Shanghai new world big pill department store, located in Tianjin Road, Wu Fu Lane, located in the middle of Henan road back 1927 three stores, have not found the batch of children's shoes. Asked about the shop staff's views on the quality of shoes, the shop assistant said, "if the quality of the products is found to be defective, the company will notify the store at the first time that it will not be on the shelves again. If consumers are concerned about the problem of degumming of sports shoes, we will also replace other batches of products with no quality problems.

Old brand shoes, national tide new logo

According to public information, the shoe industry founded in 1927 has a history of 93 years ago. Shanghai Huili shoes industry Co., Ltd. is a wholly owned subsidiary of Shanghai Huayi (Group) company, which is engaged in R & D, manufacture and sale of Huili brand sports shoes and all kinds of shoes products. The "Hui Li" trademark was registered in 1935 and was recognized as a well known trademark in China in 1999.

The former is a byproduct of a rubber plant, which produces shoes from the remaining rubber of the tire. In order to stand out in the market competition, the rubber factory chooses the name of sneakers to the public in the newspaper "Declaration", and finally selects the Chinese Trademark "Hui Li" and the English trademark "Warrior" which contain the meaning of "return to the sky", and is officially registered as the commercial standard of this legendary sneaker.

However, with the reform and opening up, the rise of more private enterprises, and the influx of foreign sports brands such as Adidas and Nike into the market, Chinese young people have more choices on the styles of their shoes, making the popularity of Huili brand go down sharply.

Before the advent of the millennium, the old Shanghai Huili shoe factory officially declared bankruptcy. Until musician Yang Haisong reintroduced the rebellion and independence spirit of Beijing underground rock and roll as a commercial shoe with no commercial added value at that time, a number of independent musicians revived the "return force" of Chinese products. PK14 singer Shi Xudong and new trousers Pang Kuan became the pioneers of the "Chinese culture" at that time.

Since then, it has begun to revive on behalf of youth's uninhibited personality and low price. In December 2006, the return of 20% of the managers of Huili Group was withdrawn, and the company became an exclusive investment subsidiary of Huayi Group. Since then, the force has made two adjustments, from the angle of products, from sports shoes to casual shoes; from the operation mode, authorized management is adopted to collect trademark fees. The authorized fee for one year is 100 thousand -15 yuan. After 2007, the company began to make profits, about about 1000000.

In addition to the reform in sales, the Olympic craze of the Chinese people in 2008 also brought a turning point for the brand. A group of 140 thousand members of the doupin China group leader, "Doudou Wei" (now vice president of Mo street, general manager of unfamiliar street, Jia Wei), accepted CCTV news interview, and displayed his collection of stop production shoes, so that the force back to the public's vision. According to the official data of force back, the sales volume of back force has doubled since 2009, rising from less than 150 million yuan in 2008 to 610 million yuan in 2013. In the past 2015-2017 years, the total sales volume of the rapid development has reached 6 billion yuan from 3 billion 500 million yuan.

Back in 2018, Huili officially ushered in the first year of the national tide. Huili sold 80 million pairs of shoes in that year and became one of the most popular domestic footwear brands. Data show that the annual sales volume increased by more than 20%. In 2018, it could sell 200 thousand pairs of shoes. This is inextricably linked to online retail sales, and sales of canvas shoes surged by 500% over the Internet.

Product design still needs effort, "Chinese women's Volleyball" or belt traffic.

During the visit, it was noted that although the sales performance of Hui Li was acceptable, the competition for similar products was not relaxed. Although it is hard enough to innovate in terms of product innovation, it has little effect at present. For this reason, a young and trendy designer has come back, hoping to get the love of young people in the national tide.

And interviewed some 90 young people, they said: "actually like the main reason for the brand, or because he is cheap, a year instead of a pair is not heartache." The low price of products has also become a huge obstacle to enhance the brand positioning of Hui Li.

Not only can we not get more advantages in price, but the simplification of products is also a pain point. In order to enrich the variety of products, Huili began to make sportswear. There are some sports clothes such as down garments and short sleeves in the shop. According to the clerk, clothing products started in 2019, but the main sales are still from shoes.

In addition, there are some elements similar to other sports brands in the shoes and clothes of Hui Li. It is easy to associate with other sports shoes such as YEEZY, VANS and CONVERSE.

Short sleeves and sweater are similar elements to Lining brand.

Nevertheless, the innovation efforts made by Huili have been recognized and encouraged by young consumers in the "little red book".

The Spring Festival is approaching. As early as 1984, the Chinese women's volleyball team won the Olympic champion in the summer sports meeting in Losangeles, wearing WB-1 shoes, making it a legendary product that all Chinese people yearned for.

36 years later, the film "China Women's volleyball team", which was directed by Peter Chan, Gong Li and Huang Bo, has been preheated for a long time. Finally, it will be released in January 25th. It is expected that after the movie is released, it will bring a wave of heat to the return force. However, for Huili, after having the attention, it is necessary to guard against the design innovation and product quality, so that we can have a better development in the new era. Refueling!