Old Brand Returns To Attack Young People Again After Decades Of Attack.

When the domestic sports shoes brand Lining and Anta struggled to transform, there was an old brand of domestic sports shoes, but it was greeted with spring vigor.

It's called back force.

According to the relevant data, from 2015, the sales volume of rebound shoes increased by more than 20% per year, and sales reached 80 million pairs in 2018.

Many 70, 80 after this shoe has a full of feelings, and after 90, after 00 more stars in the same paragraph, youth movies and TV play to see its figure.

As a matter of fact, before returning to power to achieve strong growth, this national sports shoes once fell into the abyss of death. What made it fall? How did it come back to life?

Why did the power shoe fall from the north to the south?

The history of CHINT shoes can be traced back to 1927. Its predecessor was a sports shoe produced by the Yichang rubber factory. Later, the factory was renamed the "Xinji rubber factory".

Many friends wearing back shoes may not understand the true meaning of these two words. In fact, the name "back force" was registered as a brand of sports shoes in 1935, meaning "the power to return to heaven". It also has an unknown English name, "Warrior", which means "warrior".

Back to the beginning of the fire started in 1956, when back to the national basketball team to cooperate with the national basketball team for the production of sports shoes, the development of the 565 type of basketball shoes were stunning for a while, many people already have a pair of back shoes are proud, dealers often sell out of stock.

In 1979, the most representative WB-1 came out, and the logo of the "red line at the bottom of the white line" swept all over the river. This shoe became the most fashionable sneakers in China in 80s, and it produced 230 million pairs per year, still in short supply. The writer Wang Shuoceng called it "the main target of rogue robbery".

In 1984, Hui Li's fame reached its peak. The Chinese women's volleyball team won the Olympic champion in Losangeles with the help of the back shoes. It virtually played the strongest advertisement for Huili, and suddenly became the national shoes of the people at that time. The sales volume of the back force in the year was as high as 800 million yuan, and the scenery was boundless.

Good times are always short. With the deepening of reform and opening up, many foreign sports shoes brands pour into China, such as Nike, Adidas and so on. At the same time, there are many new brand of sports shoes in China. Brands such as Anta, XTEP and Lining quickly occupy the market and become the symbol of the new generation of Chinese products. However, the shoe at this time is lagging behind the general trend of market-oriented economy, and is still in the infancy of unified purchase and marketing.

In February 2000, Shanghai Huili shoe factory officially shut down. Fortunately, the Shanghai Huayi Group, which belongs to the shoe industry, has implemented the bankruptcy plan of Lao Hui enterprises in a timely manner. At the same time, Shanghai's Huili Shoes Co., Ltd. has been established according to the brand operation mode.

The first battle against attack: from abroad to attack domestic

However, after returning to bankruptcy, it has been difficult to regain its old scenery. From 2000 to 2008, the Huili shoe industry lost 8 consecutive years, and it lost 250 million yuan from 2005 to 2008.

No one expected the turning point of their fate to appear on a foreign star.

In 2008, Hollywood actor Orlanndo Bloom appeared in Manhattan's "New York, I love you" scene. A pair of "back shoes" on his feet caught the attention of the outside world at once.

As a matter of fact, Orlando's foot is not a rebound, but a leap. Because of the similarity between the classic shoes and the leap, many netizens mistake them for their mistakes. But this "Hollywood star wearing back shoes" incident suddenly exploded the online crazy discussion about the back force and the hot purchase under the line.

On the one hand, this kind of heat is reflected in the price. In Europe, the price of Huili shoes is at least 25 times that of the domestic market, reaching 50 euros.

On the other hand, under the leadership of Orlando, more and more overseas stars began to put on their back, such as Beckham, Anna Nicola Smith and so on.

The French version of "ELLE" also exclaimed Huili's popularity in foreign countries. "This is absolutely a challenge to CONVERSE's dominant position in the minds of young people."

In fact, the reason why Huili is popular abroad is that the shoes are comfortable and durable, and the quality is not much worse than that of Nike and ADI.

Secondly, the foreign fashion concept is more concise and generous compared with foreign countries. Foreigner marketing strategy is positioning the shoes for fashion and leisure brands, in line with their innovation and pursuit of fashion taste and temperament.

This kind of Chinese people are accustomed to it, but suddenly there are many brands that explode abroad, such as Lao mama, Dabao and so on.

After the red in foreign countries, the Olympic Games in 2008 and the return of World Expo to China in 2010 created an opportunity for China to rise again.

It is reported that during the Beijing Olympic Games, foreign dignitaries such as the president of Mongolia, the Belgian crown prince, the Deputy Prime Minister of Denmark and so on, have come to Beijing shopping mall to buy back sports shoes, and many athletes are interested in this kind of sports shoes. Under this upsurge, the sales volume of Huili counters rose from one month to around about three hundred thousand yuan. At the height of popularity, the boss of Lisheng commercial building personally maintained order at the scene.

Two years later, World Expo, Shanghai, has brought a greater opportunity for development.

In 2010, in World Expo, Shanghai, Huili brand was granted the qualification of World Expo licensed manufacturer and retailer, and was recruited by World Expo security personnel's shoes and cleaner's shoes, and the hand painted shoes were also displayed in World Expo stadium.

It was also during this period that the first flagship store, the flagship store of Pingliang road in Shanghai, opened up a sales volume of nearly 1 million 700 thousand yuan a month.

It is reported that after World Expo, there are about more than 800 franchisees to find the right place to cooperate to set up shop.

Counterattack World War II: channel innovation, enter the electricity supplier

With the Olympic Games and the easterly wind of World Expo, the shoe industry, which has come out with a strong vitality, began to build its own marketing department, and studied its own operation mode to build up its core competitiveness.

From 2010 to 2015, the total sales revenue and profit of Hui Li increased by 28% and 33% respectively. This is largely due to its excellent e-commerce business.

It is not late for the company to enter the electricity supplier business. It settled in Tmall in June 2012. By 2018, the sales volume of Tmall flagship store exceeded 200 million, and sales increased by more than 65 times since 2014.

In fact, the reason for the surge in sales volume is that it does not simply expand the business of e-commerce. Instead, it has adopted a "return mode" which is light assets and heavy regulation. It is also called the dual wheel drive mode of its "official direct supply platform + electronic business platform".

To put it simply, this mode is that many dealers bear the cost of the design, production and sale of brand shoes, while Huili is based on the idea of distributors and considers the balance of their annual sales volume and market characteristics comprehensively.

For example, Huili authorized dealers assume the whole chain from design, production to terminal operation. In addition to the 14 long line products of the classic design, the offline and online flagship stores can develop products with different characteristics according to their different needs, and these designs will be returned to the force after receiving the certification and authorization from the force side.

So why does Huili do this? In fact, this mode can enable each store to have the characteristics of attracting the target consumer groups, and fully mobilize the enthusiasm of the dealers. On the other hand, it also improves the ability of innovation and market risk resistance.

Back to the Third Battle: brand younger strategy, create tide card

In addition to the electricity business, Huili's comeback is closely related to its brand marketing, which mainly includes celebrity endorsement, entertainment marketing and tide brand design.

1, celebrity endorsement

In recent years, Yang Mi, Wu Yifan and other stars often wear back shoes on various occasions, and every time they bring star rings, they can usher in a wave of sales rise.

In today's fans economy era, the ability of stars to carry goods can not be underestimated. Many young fans, even if they haven't heard of Hui Li, will go online to buy the same idol.

2, entertainment marketing

It is not difficult to find that now the market on nostalgia, youth topics of television dramas and variety, will always see the back force figure.

Many nostalgia youth movies, male and female lead players will wear a pair of back shoes, it seems to be the nostalgic standard of entertainment video, but also triggered a nostalgia craze. For example, in the movie "deskmate of you", Lin updated wearing a pair of back shoes, full of age sense.

In the poster of flower show and youth, Mao Amin also wears a pair of back shoes.

Huili also changed the brand slogan into "calling back to youth and paying tribute to the classics". This kind of sentiment marketing has made the old consumers feel the sense of substitution and the young customers have the freshness.

3, tide card design

Many people think that the domestic sports shoes brand is cheap and not fashionable. In recent years, the sports shoes brands such as Lining and Anta have made great strides in the "national tide", and have won a large number of fans again.

Last year, the company launched a "most expensive shoe in history" - a Chinese American co - operative customized shoe, made by OFF-WHITE, the American custom team The Remade and Chinese artist K.Yee, priced at 999 yuan.

The sneakers are printed with the words "left" and "right" on the vamp, and the "back to the sky" and "force" are printed on the back of the shoe. It is reported that 3D printing technology is also used in printing.

Once launched, the power shoe instantly became the trend, and the imitation price was once close to the real product.

In fact, Huili's footsteps on the trend line are getting faster and faster. For example, this year it launched a series of invalid resistors. The whole shoe top is full of cyberpunk, giving people a sense of future and space, and becoming a new darling of young people's trend.

It can be said that Hui Li is reversing the traditional impression of "old and cheap", trying to transform the classics into a part of young people's trend.

epilogue

There is no doubt that with the strategic adjustment, Huili shoes have made a comeback, but it does not mean that they can rest easy.

According to the Institute of statistics, the scale of domestic sports shoes in 2017 was 102 billion 500 million yuan, the growth rate was 9.04%, and the scale accounted for 50.32%.

In terms of brand, in the past 2012-2017 years, the proportion of foreign brands in the top twenty brands of sports industry accounted for 34.6% from 49.8% to 34.6%, while local brands dropped from 40.6% to 32.3%. Since 2013, the share of foreign brand cities has surpassed local brands.

That is to say, foreign sports shoes brands such as Nike and Adidas are constantly occupying the domestic market with their own advantages, and they are strong enough to besiege the domestic sports shoes brand and become more and more fierce.

For back shoes, it also faces the pressure of foreign head sports shoes brand attack. For the old brand of domestic sports shoes, which has nearly 90 years of history, it should further adjust its strategy with the change of market demand and the upgrading of the consumer market, and strengthen the control of product innovation, such as exploring the current demand of consumers for smart wear on sports shoes, and at the same time, increasing the intensity of brand marketing and creating the trend of young people's cultural life.