According to the world clothing and hat network, wearing sportswear and ankle-return shoes, in the memory of many 70s and 80s, this pair of white-faced red-labeled rubber shoes enlightened their initial perception of fashion and fashion, if wearing this body Going out is definitely a matter of time. 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. With the pursuit of craftsmanship and the open attitude of embracing the Internet, this pair was founded in 1927, experienced bankruptcy and two transformations, spanning the rubber shoes of several generations of people, and is looking for a young man's sight. Nowadays, this 90-year-old brand has experienced a trough from the luxury goods to the stalls. After a round of laps in the European and American markets, it has renewed its vitality in the country through the boom of domestic products. From luxury goods to street shoes One bankruptcy two transformations In 1927, Liu Yongkang, a Jiangsu-based Jiangyin man from a grocery store, joined forces to open a Yichang Rubber Products Factory in Tangshan Road, Shanghai (reorganized into a Zhengtai Rubber Products Factory in 1929) to produce a “Bigji†rubber shoe. After the liberation, the public and private joint venture set up the Zhengtai Rubber No. 2 Factory and the No. 3 Factory (later renamed Shanghai Rubber Shoes No. 6 Factory and No. 7 Factory) to produce Huili brand rubber shoes. In 1934, Chint Rubber Factory officially registered the Chinese "Return" and the English "warrior" trademark. "Pullback" is the homonym of English warrior (warrior), including "the power of returning to heaven." The “Pull-back†trademark pattern is a strong man’s bow. The trademark pattern has two meanings: one is the myth that represents China's post-shooting, and the metaphor refers to "a powerful force that can overcome difficulties." The second is to represent the "warrior spirit" of the West, which was highly respected by Chinese youth at the time of being insulted by the powers. 1934 "Report" advertisement Once the “Return†trademark was launched, it was regarded as fashionable by the youth at that time. Compared with the liberation shoes, its simple and clear design appeared to be extraordinary in the era of homogenization. In the middle of the 1940s, Chint Rubber Factory took the lead to send people to study in the United States. The employees completed their master's studies in the United States, returned to China with advanced shoe-making technology and design concepts, greatly enhanced the strength of the back-to-back shoe factory, and thus became the Chinese movement. The first brand of shoes. In the next few decades, Huihui is a national brand with a wide range of popularity. In the 1950s and 1980s, Huili has become the first choice shoe for professional sports in China. 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. Zheng Haixia wearing a back-shoe (right) To what extent is the pull-back shoe red at the time? It’s no exaggeration. When the factory was the hottest in the early 1990s, the citizens who queued to buy shoes at the factory gate were like queuing to buy buns. The shoes just got off the production line, but they are still hot, and they have already been sold out by the public. The famous writer Wang Wei also wrote: "The social order was chaotic during the Cultural Revolution. This shoe and the military cap are the main targets of hooligan robbery. I often see a handsome guy wearing a back-to-back out, returning barefoot and shoes. Hey. "When you wear "return", you can shake "smart", but like the wearing of a military cap, the risk factor also increases sharply. But high risk also means high returns. The value of pull-back shoes in the eyes of young people is evident, and its status is no less than that of today's Converse. However, with the advent of reform and opening up, the shoes are gradually no longer available. With a large number of foreign sports shoes brands flooding into the market, the 50-year-old pull-back shoes gradually faded out of sight. To make matters worse, people’s impressions of pull-back shoes are gradually linked to the migrant workers’ class because it is cheap and durable. Back to the shoes from the once luxury has become a stall shoes overnight. In 1994, Huili had to turn off the first branch factory that produced liberation shoes. Since then, every two years have been closed. Until 2000, all of its seven branches and one research institute were closed, and 8,600 workers were “ laid offâ€. In February 2000, Shanghai Huili Shoes Factory was officially shut down. Shanghai Huayi (Group) Co., Ltd., which belongs to Huili Shoes, timely implemented the bankruptcy plan of the old Huili enterprise and established Shanghai Huili Shoes Co., Ltd., which operates a new model according to the brand. As a result, the first transformation of Shanghai Huili Shoes began with the transformation of production-oriented enterprises into trade-oriented enterprises with brand operations. The stage of the low value-added production and processing industry chain will be solved by social resources, and the strength will firmly grasp the stage of high value-added industrial chain of technology research and development and market network, and improve the company's own innovation ability and ability to resist risks. At the beginning of the establishment of the new Huili shoe factory, the performance has been improved, but the rubber shoes industry has more than 10,000 enterprises competing with each other. Under the fierce attack of “Dongguan Gangâ€, “Wenzhou Gang†and “Jinjiang Gangâ€, The old "return" still seems to be powerless. Therefore, they borrowed the model of Nike and Adidas "brand operation", "grab the two ends, put the middle." Although the headquarters is still in Shanghai, the “return†shoes are no longer “made in Shanghai†in the traditional sense. The company went to the Central Plains and Southwest China to select the highest quality and lowest cost shoe factory, and the company will master the three most valuable and important links of brand, technology and marketing. Female workers on the shoemaking line 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. The 2008 Olympics and the 2010 World Expo gave Back to create a lot of exposure and publicity opportunities. This old brand has its own marketing department, once again examines its own operating model, draws on the experience of domestic and foreign brand operating companies, and builds its core competitiveness. Coincidentally, in 2008, Hollywood star Orlando Bloom, who starred in "Lord of the Rings" and "Pirates of the Caribbean", appeared in the "New York, I Love You" movie in Manhattan. After being photographed, the insider quickly spread the network and caused a heated discussion. Hollywood stars wear back shoes to make this old brand "fire", not only that, the most authoritative fashion magazine French version also for its "booking", its diehard "fans" across the entertainment circle and fashion circle After the Chinese snakeskin bag was cloned by foreign fashion brands, Chinese shoes once again set a miracle in the fashion world. Orlando Elf Bloom, the elf prince in Lord of the Rings, was wearing a pull-back shoe and was photographed and quickly spread across the network. In Europe, its value has at least 25 times, reaching an alarming 50 euros (about 500 yuan)!! This exciting news, the domestic return company has a new plan. During the 2010 Shanghai World Expo, the Huili brand was qualified as a licensed manufacturer and retailer of the World Expo, and was recruited by the Expo security guards for shoes and cleaning staff. The hand-painted shoes also entered the Expo venue. In mid-September 2010, Huili Shoes opened its first flagship store in the old site of Pingliang Road, an old company, and was unexpectedly successful. Queuing customers to present the wonders of Changlong became a landscape during the Shanghai World Expo. The turnover of the first month of opening was 1.67 million yuan, setting a historical record of the development of the return. This also attracted the attention of many market operators, and once set off a enthusiasm for joining, the terminal monopoly model of Huili Shoes has developed rapidly. Today, Huihui has opened thousands of specialty stores, among which fashion boutiques have entered the first-tier business districts of some big cities, and welcome customers with international famous brands. This is also the historical return of Huili national brands. Lucky father of rebirth How does the 90-year-old old Chinese product win in the middle of victory? Product positioning innovation Back to the trend of fashion casual shoes will launch 500 new products, new patterns every year. In addition to retaining traditional vulcanized sneakers, the original classic styles and improved versions are introduced, and hand-painted art sneakers that are popular among young people are also produced, producing women's shoes, warm shoes, slippers, leather shoes, children's shoes, etc., so that the whole family can be used in various seasons. Can choose all kinds of shoes. At the same time, in the development and design work of Huili products, the concept of “combination of classic and fashion, combination of sports and leisure†was adhered to, and the old-fashioned appearance of the products of Huihui was changed. And the traditional production process has been improved, and the original vulcanization process has been refined to cold-bonding, which has improved the quality of the shoes. Pull back shoes are increasingly favored by the younger generation A returning agent in Liaoning said that in the past 20 years, he has never met such a good market. “You can sell 10,000 pairs a month. Because of the shortage of goods, you can’t get the money.†We will implement the “all-product†market positioning model, which is not only the embodiment of the unique advantages of the Huili brand, but also an attempt to explore with risks. It has achieved good results through preliminary testing by the market. In addition, Huihui envisions that the low-end products in the future will mainly go through wholesale channels, while other products enter the specialty stores. For authorized products, Huili will further adopt the model of full acquisition underwriting in the future, further integrate in the sales channel, and take the sports brand as the core, and combine positioning to consider the development of sub-brands. 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. 2. Expand the e-commerce market With the change of consumption habits and the maturity of Internet technology, in 2014, Huili officially launched an e-commerce business, and gradually explored a new marketing style of “terminal direct supply platform e-commerce platformâ€, in the experience store and line The flagship store gradually rolled out new products with a unit price between 200 yuan and 500 yuan. It is understood that the current sales of e-commerce in the e-commerce has been more than 3 million yuan from the e-commerce companies in early 2014, breaking through 100 million in 2016, an increase of more than 1000%. Similar to Zara, the online store of Huili also implements 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 the view of Zhang Enqi, vice president of Shanghai Huili, this approach is similar to “borrowing chickens and laying eggsâ€, which not only allows online and offline stores to “figh†because of product homogeneity, but also fully mobilizes the enthusiasm of dealers. Let them manage their own brands with care, and further improve their ability to innovate and market anti-risk. 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. 3. Changes in brand operating model Back to the present is the rural road surrounded by the city, in addition to Shanghai, first slowly from the second-line area to the first-line area. Some foreign brands first enter the central city, then infiltrate the countryside from the city, and finally occupy all domestic markets. Because the people's living standards are improving, the incomes of rural and small and medium-sized cities are also rising, and the concept is changing. In the original rural area, regardless of the shoes, the audience will buy as long as the price is cheap. But now many young people in rural areas are also pursuing brands. "National brands should be upgraded to first-tier cities. In the end, our domestic famous brands and foreign famous brands must fight in big cities." Zhang Enqi said. At the same time, Huili Shoes has also made a change in the marketing model, including low-level “big wholesaleâ€, medium-level “sports monopoly†and high-level “fashion boutiqueâ€. The return to the expectation of these three levels can be gradually improved with the development of the enterprise, and finally achieve a new mode of return marketing based on terminal monopoly. “Reinventing the core of the brand, creating Chinese youth and paying tribute to the classic designâ€, 2017 is the 90th anniversary of the Pullback brand. The Pullback brand will further deepen the product structure and will put forward higher requirements in further improving the quality of the sales channel. It is estimated that the sales volume of the "Double 11" Tmall platform will exceed 60 million this year, and the goal of selling 100 million yuan in the whole network. We have reason to believe that a brand that has been quiet and has been out of sight for many years is coming with a sneak peek. 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