A bankruptcy three transformations to see how the 90-year-old brand transformation

However, with the impact of Nike, Adi and other brands in these years, the old-fashioned national brand that once carried the memory of a generation of Chinese people has gradually become stranger in the eyes of young people.

"For 90 years, no matter how the popular elements change, the F-hook of the pull back has always been a symbol of the times and an aesthetic design that people are willing to chase. It has been proved by time to be the truth, so F-hook this great design is a must-have. Core.” Zhang Enqi, executive deputy general manager of Shanghai Huili Shoes Co., Ltd. said.

With the pursuit of craftsmanship and the open attitude of embracing the Internet, this pair was founded in 1927, experienced bankruptcy and three transformations, spanning the rubber shoes of several generations of people, and is looking for a young man's sight.

A bankruptcy three transformations, see how the 90-year-old brand transformation

"Outsiders look at the strength is a well, but from the deduction before I came, there is a big lake under the pullback. Based on the old brand, based on the previous development, Huili has its future." Zhang Enqi told the e-commerce Reference reporter.

The 33-year-old Zhang Enqi is the vice president of Shanghai Huili. He has a plaid suit and black earrings and earrings. The "small opening" in front of him is really difficult to equate with the boss of state-owned enterprises. Many people have asked him why he came back to this wholly-owned state-owned enterprise that had been bankruptly reorganized. This cool young man has repeated more than once. "If the return force is successful, it will become a good case, which will make me feel a sense of accomplishment. ."

The return of the old Shanghai, born in 1927, reflects the epitome of the turbulent era. After liberation, paying attention to the innovation of its own products, the brand continued to enhance the brand's new image, and gradually moved to the forefront of the national rubber shoes industry.

In the 1950s and 1980s, Huili has become the first choice for Chinese professional sports. In October 1956, he returned to the National Basketball Team to participate in the Australian Melbourne Olympics to develop the 565 classic basketball shoes. In the 1980s, having a pair of pull-back shoes was a sign of the current trend among teenagers. Lang Ping, Cao Yanhua, Zheng Haixia and other well-known athletes are wearing a back-to-back fashion career.

However, since the mid-1990s, China's sports shoe industry has been occupied by Guangdong and Fujian shoe factories. Anta, Li Ning and Xtep have attacked each other and become a new generation of Chinese goods. Before returning, these new domestic products were chased. After that, Nike, Adidas and other foreign brands were attacked. The once brilliant red and white shoes were no longer the first choice for people to buy shoes, but once appeared in the stalls.

In 2000, Shanghai Huili Shoes Industry Factory went bankrupt with the rubber shoe factory. The “Huili” series of trademarks were transferred to Shanghai Huayi Group for preservation, and Huayi Group and the operator group jointly invested to form Shanghai Huili Shoes Co., Ltd. It can be said that this is the first transformation of Shanghai Huili Shoes, which is transformed from a production-oriented enterprise into a trading enterprise with brand operation.

Zhou Hui, secretary of the Party Committee of Shanghai Huili Shoes Co., Ltd., told e-commerce reporters that after the transformation, Huili Shoes began to operate as a brand. With reference to the international big names such as Adi and Nike, the production was handed over to 12 authorized factories and distributors. The following more than 100 factories are manufacturing and manufacturing, and the main focus is on design and marketing.

Although the first transformation has survived the crisis of survival, but because the corporate marketing model is still dominated by large wholesale, the gross profit of the product is squeezed by both producers and wholesalers. In 2008, we made a second transformation and began to try to expand the product line and products by means of authorized operation to enrich the product line.

With the change of consumption habits and the maturity of Internet technology, in July last year, Huili launched a brand upgrade strategy, trying to reach the middle and high-end consumers, and launched three series of 12 new products in one breath, on their own. The classic products are upgraded. This is the third transformation of the pull back.

In 2014, Huili officially launched an e-commerce business, and gradually explored a new marketing style of “terminal direct supply platform + e-commerce platform”. The unit price in the experience store and online flagship store was gradually spread at 200 yuan~500. New products between the yuan.

The e-commerce reference reporter learned that the current sales of e-commerce in the E-commerce business has exceeded 3 million yuan in the beginning of 2014, breaking through 100 million in 2016, an increase of more than 1000%.

Embrace e-commerce + precision management, and rebuild the power of heaven

Many people know the pullback, but may not know that it still has an English name "Warrior". The original logo of Huili was designed by Yuan Shusen, a young man who graduated from Zhejiang Academy of Fine Arts in 1934. Since then, the "W" symbol of the image of the ancient Greek warrior, who is like a bow and arrow, has remained in the youthful memories of several generations of Chinese.

"If you filmed the movies of the 70s and 80s of the last century, in addition to the sea soul shirt, the most indispensable symbol of the times is the pull back." Zhang Enqi said that for him who was born in the 80s, the pull back always drags His thoughts returned to the age when the white fluttered.

The sand of time did not cover up the unique fashion charm of the white-backed red-backed shoes. In the "Lord of the Rings", I played the role of the Elf Prince Orlando's Orlando Bloom and the playboy's sexy girl Anna? Nikola? Smith and other Hollywood stars are highly respected for the back-to-back shoes, which also confirms the success of the unique fashion design of the pull back shoes. The French version of ELLE magazine once wrote in the report that "returning power is definitely a challenge to Converse's fashion dominance in young people's minds."

The reporter learned that China is the largest producer and exporter of the global footwear industry. It produces 2.4 billion pairs of shoes a year, accounting for 40% of the world's total footwear production. At the same time, the scale of online shoe purchases in China has increased to 185 billion yuan in 2016.

On the one hand, the demand for shoes purchased by consumers has surged, and on the other hand, the status of footwear brands in the online market is numerous. How does the 90-year-old return to find the sight of young people? Its approach is to keep online stores “Thousands of Shops "Features give consumers more choices.

Zhang Enqi told e-commerce to refer to reporters, similar to Zara, and the online store that has returned to power is also implementing a special order system. That is, 7 authorized online flagship stores and 120 Tmall stores, in addition to selling 14 basic products represented by the WB-1 classic series, online stores can apply for designer support from the headquarters of the return shop according to the consumption habits of their own stores. To design a unique product that only has its own store. "For Huili, this kind of practice can make every store have a 'town store treasure' that can attract the target consumer groups. The best thing to do is to consider all the stores according to the ideas of online dealers. The annual sales volume, market characteristics and other factors are referenced. After the designer designs the new product, it is handed over to the factory for limited production."

In Zhang Enqi’s view, this approach is similar to “borrowing chickens and laying eggs”, which not only allows online and offline stores to “figh” because of the homogeneity of products, but also fully mobilizes the enthusiasm of dealers to let them operate with care. Its own brand has further improved its ability to innovate and market anti-risk.

In addition, Huihui has also expanded the variety of types such as leather shoes, rain boots, hiking shoes, snow boots, etc., and improved the traditional production process. The original vulcanization process has been refined into cold glue, which has improved the shoes. Product quality.

Pull back sold more than 58 million pairs of shoes in the market last year. It can be seen that in the face of such huge market consumption demand, how to integrate offline store resources with online store delivery in the context of new retail environment It is a matter of urgency.

Zhang Enqi said that at present, there are 3,000 stores under Huili Online. These offline stores in the future will be in line with the development of online stores in the future, that is, to speed up the distribution of community stores in areas with large areas of e-commerce coverage in Jiangsu and Zhejiang provinces. Direct delivery of the store, through the strengthening of the "last three kilometers" response speed, so that consumers produce a faster and more satisfying consumer experience.

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