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Witness The Development Path Of Shanghai'S Old Brand "Huili" Shoes

2014/2/11 9:29:00 152

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no matter as the birthplace of modern industry in China, or the largest industrial city after the founding of new China, Shanghai has created a brand known as "rabbit milk candy", "permanent bicycle" and "Chinese toothpaste".

After the reform and opening up, with the impact of the market and the pformation of the city, many old brands in Shanghai are facing a business crisis. Some are constantly breaking through to seek revival, and some are gradually fading out of people's sight.

We are trying to follow the footsteps of history to restore the development path of Shanghai's old brands, so as to brighten the city's business cards, arouse the memory of the people, and, more importantly, provide wisdom and strength for Shanghai's further development and innovation.

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" back road advertisement on Nanjing road in 40s of last century

"a target=" _blank "href=" http://www.sjfzxm.com/ "shoes" /a ", the people born before the 80s of the last century, and even the" post-80s "people, no one knows.

Huili is China's first fashion shoe brand.

Once upon a time, China's schools, factories and fields were full of "red back" shoes with white red edges.

From cloth shoes to "release shoes", and from "release shoes" to "back force" shoes, that is the two leap in the history of Chinese youth shoes.

in the 70s of last century, the power shoe was the only symbol of sports and leisure footwear. Compared with the release shoes, its concise and vivid design appeared outstanding in the homogenization era.

In the 80s and 90s of last century, having a pair of back shoes is still a trend symbol for young people.

Of course, the back force shoes were also expensive at that time. A pair of shoes was equivalent to the wages of the ordinary workers at that time for more than half a month.

It was not until the 90s of last century that when Nike and Adidas, who were known as "tourist shoes", stepped into China, they broke the "red and white" unification of rivers and lakes.

warrior birth /p >

1927, Liu Yongkang, a Jiangyin native from Jiangsu, was a joint venture. She opened a Yichang rubber goods factory in Shanghai Tangshan Road (reorganized as a CHINT rubber goods factory in 1929) and produced a "eight GEE" rubber shoes.

In 1934, CHINT rubber factory officially registered the Chinese "back force" and the English "Warrior" trademark.

"Hui Li" is the homophonic WARRIOR (Warrior) in English, containing "the power of recovery".

The "Hui Li" trademark pattern is shaped by the strong man.

The logo has two meanings: one is the Hou Yi shooting myth of China, which refers to the great power to overcome difficulties.

Two, it represents the spirit of the "brave warriors" in the west, which was highly praised by Chinese youth at the time of being humiliated by the great powers.

Once the "back force" trademark was launched, it was regarded as fashionable by young people at that time.

In the middle of 40s of last century, CHINT rubber factory took the lead in sending people to study in the United States. Employees completed their master's degree in the United States, and returned to China with advanced a href= "http://www.sjfzxm.com/news/index_c.asp" > shoemaking < /a > technology and design concept, which greatly enhanced the strength of Huili shoes factory and became the first brand of Chinese sports shoes.

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rebound basketball shoes

Chinese sports undertakings /p >

as the originator of Chinese sports shoes, Huili has been developing along with China's sports since the beginning.

In 1948, CHINT rubber factory launched a new bow shaped special sneakers.

The "National Games" was held at the Jiangwan stadium. CHINT rubber factory carefully designed and closely contacted the sports community and the press to promote propaganda.

They hired aircraft to fly leaflets and set up a large billboard in the sports field to attract audiences, especially young students.

Since then, the brand has been closely linked to China's sports industry.

After the National Games ended in 1948 (P), more than 10 members of the basketball team of Liaoning province had already started the war of liberation, and the traffic was interrupted and it was difficult to return.

In order to achieve economic support, CHINT rubber factory agreed to retain the team and set up a "back basketball team" to become a strong basketball team in the Shanghai basketball arena, and moved to mainland China and Hongkong.

After the liberation of the basketball team, the members of the basketball team became the backbone of the new China basketball game. Some of them played the role of sports school teachers, others became coaches or leaders of the national or provincial or city basketball teams.

1956, Huili specially developed the "565" high basketball shoes for the National Men's basketball team. Once it was launched, it became a symbol of fashion immediately.

Since then, the shoe has become the "imperial" equipment of several generations of basketball players in China, accompanied by Chinese athletes in the world arena.

1984, the girls of Chinese women's volleyball team took part in the Losangeles Olympic Games with their back shoes and won the championship.

The radiance of the back light shines the world.

like buying buns to buy back force /p >

in the era of "all the streets are blue ants", Chinese people wear not only a few brands of rubber shoes, but also a single style.

The vast majority of Chinese people wear "relax shoes".

In contrast, the concise and vivid design of the shoes is remarkable in the homogenization era.

Wang Shuo, a famous writer, wrote: "during the cultural revolution, the social order was chaotic. This shoe and army cap were the main targets of robbery.

I often saw a handsome guy go out in a spirit of strength and come back to his feet and shoes.

Wearing the "back force" can shake "Qiao", but like wearing a military cap, the risk factor also increases sharply.

But high risk also means high returns.

The value of force shoes in youth's eyes is obvious, and its status is no less than that of CONVERSE today.

in the early 90s of last century, when the factory was the hottest, people waiting for shoes at the factory gate were queuing up to buy buns.

The shoe has just been off the production line, and it is still hot. It has been sold out by the public.

The popularity of force shoes has also led to the best selling of fake back shoes.

After all, the price of genuine products is thirty-four yuan, while a pair of fake back shoes only sell more than ten pieces.

So for a time, the genuine and fake shoes on the Chinese Earth spread everywhere, and the fake force almost reached the same sales volume as the genuine product.

old brand new student

with the influx of foreign brands, the scenery of Huili shoes no longer exists.

In 1994, Huili had to shut down the first factory to produce shoes.

Since then, it has been closed every two years. Until 2000, 7 branches and 1 research institutes were closed, and 8600 workers were laid off.

The government stripped the "back force" brand from the bankrupt enterprise, and established the Shanghai Huili shoe industry Co., Ltd., "back force" brand to continue.

the new Huili shoe factory was established at the beginning of its performance. There was a great improvement in its performance. However, there were more than 10 thousand enterprises in the rubber shoes industry competing with each other. Under the fierce attack of "Dongguan Gang", "Wenzhou Gang" and "Jinjiang Gang", the old "back force" still appeared to be inadequate.

Therefore, they learn from Nike and Adidas's "brand operation" mode, "grasping two ends, putting the middle".

Although headquarters are still in Shanghai, the "back force" shoes are no longer the traditional "Shanghai manufacturing".

The company went to the Central Plains and southwest China to select the highest quality and lowest cost shoemaking plant, and from the foundry, the company mastered the 3 highest and most important links of brand, technology and marketing.

In the middle of September 2010, the P shoe industry opened its first flagship store in Pingliang Road, an old enterprise.

During the Mid Autumn Festival and national day, shoppers are busy every day. During the festival, there is a wonder of customers queuing up every afternoon.

The first month's opening amounted to 1 million 670 thousand yuan, a record of its development.

This has also attracted the attention of many market operators. At the same time, there has been a boom in joining the market. The terminal monopoly mode of the shoe industry has been developing rapidly.

Today, there are thousands of franchised stores in China, among which the fashion boutique monopoly has entered some of the first tier business circles in big cities, and is coming with international brands.

During the period of < a href= "http://www.sjfzxm.com/news/index_z.asp" > Shanghai World Expo < /a >, the colorful world expo theme painted shoes also entered the pavilion of international information development network, and won the praise of Chinese and foreign tourists.