After The Unexpected Popularity Of 999 Yuan A Pair Of "Resilience" Became Increasingly Ambitious

In May, Huili released a new type of shoes called "Huitianzhili", with the price of each pair as high as 999 yuan, which is known as "the most expensive palisade shoes in history". The high price of nearly 1000 yuan has refreshed the public's understanding of this old Chinese brand.

Since last year's wave of shooting Huili shoes on the Star Street, the classic f-hook red and white shoes have instantly become popular online. The monthly sales volume of holly tmall's official flagship store has reached 64000 pairs. This year, "return to heaven" reposes the ambition of reinvigorating the popular online funds.

The picture shows the popular small white shoes

　 Nowadays, the concept of "national tide" is quietly popular. "Guochao" refers to the brands created by mainland Chinese designers or principals. Most of them are post-80s and post-90s. These brands belong to the trend of Chinese young people and show the attitudes and ideas of contemporary Chinese youth.

The transformation of old brands of domestic products has also entered the ranks of "national trend". Due to the high national recognition of the old brand of domestic products, its development space is more sufficient.

"We will introduce a set of methods suitable for the free development of brands in a timely manner according to the characteristics and culture of Huili brand," Zhou Wei, Secretary of the Party committee and executive director of holly shoes, told 21cbr

　　 Play marketing

When the popularity of star street shooting gradually declined, the resilience needed a leader market After all, red and white shoes have been sold for nearly 40 years.

With the words of "commemorating the 90th anniversary of the past" and "recalling the 90th anniversary of the shoe", we have added the words of "commemorating the 90th anniversary of the past" with the words of "commemorating the 90th anniversary of the shoe".

The design inspiration of this year's "resilience" comes from the customized model launched by the remade team and k.yee, the manager of yeenjoy studio. "Huitianzhili" is created with Huili as the creation template and the classic elements of off-white. Previously, off-white cooperated with Nike, Adidas and other well-known brands to launch joint brands, and the products were once popular. "The power to return to heaven" adds the current popular elements, and is in line with the international trend of aesthetic standards, which is a big breakthrough in the classic shoes.

Design is an important step in the transformation of traditional Chinese products into fashion brands. Only when the design is fashionable enough can young consumers be conquered. However, in following the international trend and direction, the old domestic brands often lag behind because of insufficient investment and delayed response. Nowadays, many domestic brands, including Huili and Li Ning, are increasing their investment in design and competing for eyeballs by cooperating with external designers.

In terms of resilience, it tells "21cbr" that resilience has already changed with the new one Material Science Suppliers and new patent partners sign contracts to bring consumers a better wearing experience. At the same time of the release of "Huitianzhili", Huili also showed the "mood series" with color changing materials, the life shoes "sky city" with 360 degree air circulation system, and the "OS33" new shoes jointly designed by China and Italy, with the intention of showing a rich product line.

In addition, after tasting the economic benefits of star fans, he continued to explore the aesthetic taste of young people. This kind of shoes has been sold on microblog and other social media. Under the challenge of shaking tone, a video called "the power of returning to heaven", the number of likes of a video reached 538000. In addition, tmall invested more than RMB 4.8 million in advertising in 2016, which was more than RMB 4.8 million invested in advertising platform in 2016. Huili tries to subvert the stereotype of the old brand of Chinese products, and actively seeks to interact with young people.

On the other side of the ocean, converse, another classic canvas shoe brand, is worth learning.

Converse was founded 19 years earlier than Pali and is still a standard accessory for young people's daily wear. This is not only related to the prosperity of American street culture, but also to converse's precise brand positioning, which is different from the minority culture route of mass culture. All is a symbol of American culture.

The inspiration to Huili is that footwear design must always lead the trend, and at the same time, it also needs deep brand culture as support. The old way of relying solely on "time honored brands" and "feelings" of domestic products is no longer feasible. Although palisade shoes have returned to the public's vision, the public's brand spirit is still vague. Zhou Wei has a clear understanding of this, "as a modern manager, more is the need to give brand new spirit, new connotation."

　　 Strategic assist

Since it was founded in 1927, Huili has gone through different stages of development. Now it is changing from focusing on product expansion to focusing on marketing mode, and gradually establishing the marketing mode of "terminal direct supply platform + e-commerce platform".

Zhou Wei told "21cbr" reporter, "only concentrate more energy and resources to develop the brand, make full efforts in market promotion, instead of focusing on profits, can we make the brand progress steadily and develop steadily."

High priced "resilience" has become the pioneer of marketing transformation. In the official flagship store of tmall, different versions of "resilience" are on sale. Different from the original version of 999 yuan, the price of canvas version is 159 yuan, and that of Pu version is 199 yuan, continuing the previous popular price positioning. The monthly sales of the latter two versions are 19000 pairs and 10000 pairs respectively. It can be seen that Huili is not willing to give up the popular market of about 100 yuan, and the high price is just a gimmick.

At the same time, different pricing can also help reverse the image of domestic products with low prices and poor quality, and promote the upgrading of brand image.

At present, the proportion of online and offline e-commerce has returned slightly since 2014. Before that, the problem of counterfeiting palisade shoes was serious. The price of a pair of classic red and white shoes could be as low as 20 yuan or 30 yuan, which caused serious damage to the brand. In 2016, we cracked down on the three illegal e-commerce platforms, and cracked down on them. Since then, it has been called "Huili" for its seven brands.

After rectifying the chaos of e-commerce, the average customer price of resilience products increased by 57%, and the price of classic red and white shoes increased by more than 100%. At present, Huili brand has become the first brand of tmall men's shoes category and canvas shoes category.

At present, there are 23 cooperative enterprises and 4 production lines in the whole country, and 40000 orders are delivered every day. Recently, Huili has launched the upgrade and transformation of the back office system, and launched the "Pali city" development plan with the core of online manufacturing, trying to make the whole process of production and sales gradually develop to automation, intelligence and data. Now, the products can be delivered directly from the warehouse of the cooperative enterprise to the distributors, which saves the process of intermediate transportation to the warehouse of Shanghai headquarters, and realizes efficient operation.

Since the bankruptcy and reorganization in 2000 and continuous losses, the recovery has gone through the most difficult period.

According to public data, sales of main footwear of Huili company increased by 50% in 2016, and achieved a leap forward development of 94% year-on-year in 2017. On the basis of 136% increase in sales profit in 2016, the company achieved a rapid growth of nearly 200% in 2017, and the sales performance of the whole reini brand exceeded 6 billion yuan in 2017.

In addition to the sales revenue of 2 billion yuan, it is expected that the sales revenue of the brand will reach 300 million yuan in the next year. Old Chinese goods are trying to change into national fashion brand and seize young consumers market 。