The Ups And Downs Of Back Force And The Epitome Of The Past 40 Years Development Of Chinese Sports Brand

Once,

It is the pride of the Chinese sports brand, but in the time that has passed away like water, Huili once disappeared.

Today, in the process of inheritance and innovation, we stick to the "old brand of national brand" and reborn in a desperate situation with a tenacity.

The ups and downs and the past are the epitome of the development of many Chinese national brands in the past 40 years of reform and opening up.

Shanghai back in 1927

In the baptism of years, 91 years passed.

Along the way, it has been reborn.

In 1935, in the internal and external troubles, CHINT officially registered the "Hui Li" footwear logo, which is a warrior who pulls arrows and arrows.

In 1937, the Japanese aggressors attacked Shanghai vigorously, and the CHINT factory (the predecessor of the shoe industry) was destroyed by the army.

In the eight years of the war of resistance against Japan, the land of CHINT was devastated.

In order to avoid the enemy's fire and retain a wisp of fire in the national industry, the factory pported 120 tons of equipment and materials to the mainland and was robbed by the skirmish.

However, the heavy blow did not let the "power" fall down, and the factory quickly resumed production in adversity.

In 1949, 7 years after the founding of new China, Huili was nationalized.

In the 70s and 80s of last century, the force came to its peak.

In 90s, foreign sports brand giants began to enter.

Lining, Anta and a number of local emerging brands began to rise.

In 2000, the rubber shoe factory went bankrupt. After that, Huayi Group injected capital and reorganized the Shanghai Huili shoe industry Co., Ltd.

To this day, Hui Li still lives stubbornly, but this force has returned.

1980s - Spring Horse's disease

In 1978 -1987, China's equipment manufacturing industry was abandoned.

China, just emerging from the "obscure time", is still in the age of planned economy. Material shortage and scarcity of commodities, food stamps, oil tickets, cloth tickets and shoes tickets are still deeply affecting the lives of ordinary people.

During this period, Le Kai film, Fenghuang bicycle, Jianlibao, hero pen, power shoes and so on are few domestic brands, and the scenery is boundless.

As the founder of sports shoes in China, in 1970s, it was almost the only symbol of sports and leisure footwear, and it was fashionable in 80s.

Young people of that era were proud of having a pair of 6-10 yuan back shoes.

You know, at that time, a worker earned only more than 30 yuan a month.

The protagonist in Wang Shuo's novels will have a pair of back shoes as a dream of life.

"This shoe and army cap are the main targets of robbery.

Often see a handsome guy wearing "back force" out of the air, come back barefoot, shoes let people pick up.

The popularity of Huili in that era is no less popular than the current apple mobile phone.

In those days, many boys threw themselves into the basketball team in order to have a pair of back shoes.

Sailor shirts can match the red and white shoes, and they will be fashionable throughout the summer.

If anyone flaunting his shoes in the class, he will envy the eyes of girls.

In the simple and material shortage of 80s, it is fashionable and fashionable to put on a pair of small white shoes.

The most classic low shoe WB-1 shoe of the back force shoes came out at that time. In the early 80s, it was formally mass-produced, and soon occupied the market. It won Shanghai and other famous brand products, the national silver award and the Spanish international award.

This brand of novelty and high quality shoe has also become the favorite of dealers because it sells the fastest and never worries about being unsalable.

At that time, there was a jargon that dealers get WB-1, which means getting cash, because there is no need to worry about sales.

In the sales history of Hui Li, this shoe has set tens of millions of double sales records.

The annual sales volume of Hui Li has reached 7 and 800 million yuan.

The rise and resplendence of Huili has a strong mark of the times: material life is extremely scarce and a strong sense of national pride.

The old Chinese women's volleyball team won the twenty-third Losangeles Olympic champion with their back shoes, which has become a precious memory of a generation of Chinese.

In the basketball, table tennis and other fields, the Chinese national team players wear the "back" special shoes.

Back shoes are also the first choice for students in morning running, physical education and sports meetings.

Many people still remember that in order not to make shoes dirty, people who have better conditions will use toothbrushes to dip their shoes in white shoes. Students will wipe them directly with white chalk and turn them into classic white ones.

In the age of "sportsmanship", Huili, as a sports shoe, is not only a pair of shoes, but also carries the youth's blood, youth and dreams of the 80s. It is accompanied by the growth and competition of countless athletes. As the only sports brand that is closely related to sports spirit in China, there is an endless return.

In the past 10 years, the Chinese market is characterized by a shortage of supply, and Chinese people who have initially tasted substantial benefits in the economic reform have begun to contact all kinds of fresh products.

1990s - old man Lian Po

In 1988 -1997, with the deepening of the policy of opening to the outside world and the establishment of the socialist market economy, China's private enterprises gradually emerged and reached the stage of history.

The construction of the special economic zones, the development of Hainan, the establishment of the stock market and the emergence of commercial housing have made China basically complete the pformation from planned economy to market economy, and the Chinese market has gradually shifted from oversupply to oversupply.

In the past 10 years, the grain stamps have ended their historical mission, and the state has abolished the policy of unified purchase and marketing, marking a new chapter in the Chinese economy.

This period is the golden age of the development of China's private economy. Under the guidance and encouragement of national policies, a large number of private entrepreneurs with a keen sense of vision and smell have come to the fore. Some of them are still active in the Chinese business circle.

During this period, all kinds of industrial parks came into being, and a large number of foreign manufacturing enterprises entered China. Foreign capital, joint ventures and cooperative enterprises changed from flower to flower to open flowers.

After glory, it is desolate.

Back in the 90s of last century, Huili's old style gradually revealed itself.

Huili is too slow to respond to changes in the market, and has not adjusted its strategy in time to cope with the changing environment.

In the marketing strategy is still lacking in integrity, the use of the past means, product design is not good.

It took 10 years for the company to enter the market economy mode, and went out to look for sales, wholesale, and sales network.

In February 1996, Shanghai rubber shoes factory six and seven factories merged to set up Shanghai Huili shoe factory.

Even so, the survival of "closed door shoes" accelerated the decline of the force.

During this period, with the development of the economy, the Chinese consumer groups have changed significantly. They are tired of the same design without innovation. The shoes that once made them proud have become the pronoun of "dirt and dregs".

They prefer fashion, fashion and avant-garde Nike and Adidas.

After the two giants entered China, they captured many consumers and seized a lot of market share.

In the same period, the domestic sports brands represented by Lining and Anta rose vigorously.

These brands are born under the new economic system, and they are better able to adapt to changes in the market and consumers.

The Shanghai rubber shoes company, which is back in force, is gradually left behind by the market because of its old style, single model, ineffective mechanism and inability to adapt to the new economic system.

Under the circumstances of internal and external difficulties, the strength of competition did not decline.

In 1994, Huili shut down the first branch factory that produced shoes.

After that, every two years, a house was shut down. Until 2000, 7 Shanghai rubber shoes factories and a research institute under the Huili General Factory went bankrupt, and 8600 workers were laid off.

At the age of more than 70, Huili is like a hero's end. It's no longer the first local sports brand.

For a long time, it was lying on the stalls of the wholesale market lying in the bustling metropolis.

People's impression of Huili shoes is gradually associated with the peasantry, because it is cheap, durable and airtight.

2000s - difficult steps

In 1998 -2007, China's economy has become the most important level in the world. China is famous for manufacturing all over the world.

China has a global factory name.

After China's accession to the WTO, a large number of foreign capital poured into China. Tens of thousands of foreign capital and joint venture manufacturing enterprises have become an important part of China's economy.

Many export oriented manufacturing enterprises in China's coastal areas have brought into full play their low cost advantages and gradually become the outsourcing bases for international manufacturing industry.

In the past 10 years, many private enterprises have become important international groups through mergers and acquisitions.

The sports brand of Jinjiang in Fujian in the 90s of last century has grown unprecedentedly at that time, and almost monopolized most of China's territory.

At the same time, Hui Li is in danger.

Huayi Group and operator group bought the brand of "Huili" and established the Shanghai Huili shoes industry Co., Ltd.

This is the first pformation of the shoe industry in Shanghai, namely, from the production oriented enterprise to the trade oriented brand operation.

Since then, the Huili shoe industry has turned the low value-added production and processing to the social resources, firmly grasped the high value-added industries of technology research and development and market network, and enhanced the enterprise's own innovation ability and risk resistance ability.

However, the effort to fight back is not improving.

In the first five years, it was losing money every year.

In the fierce pursuit of the "Dongguan Gang", "Wenzhou Gang" and "Jinjiang Gang", the old "back force" has some difficulties.

In 2001, Huili in Shanghai Nanjing road first department store and new world shopping malls sales counters were sold off because of poor sales and old style.

In order to survive, Huili started a new attempt, hoping to learn from Nike and Adidas's "brand operation" mode, "grasping two ends, putting the middle".

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

The new force has kept the basic market position and withstood its own survival crisis. However, because the marketing mode of the enterprise is still dominated by large wholesale, the product line is narrow, and the gross profit of the product is squeezed by both the producers and wholesalers, and the brand value can not be reflected.

In December 2006, 20% of the operators withdrew from the company, and the company became the exclusive investment subsidiary of Huayi Group.

From 2006 to 2007, Huili made two adjustments, from the angle of products, from sports shoes to casual shoes; from the operation mode, authorized operation and charged trademark fees.

The authorized fee for one year is 100 thousand -15 yuan. After 2007, the company began to make profits, but also about 1000000.

However, the turnaround is always unwittingly, and is about to enter the age of return.

2010s - the turning of the peak

In 2008 -2017, China's manufacturing industry continued to increase its innovation capability, and surpassed the United States in 2010 to become the world's largest manufacturing power.

In 2010, China's merchandise exports amounted to 1 trillion and 577 billion 754 million yuan, accounting for 10.3% of global merchandise exports, and China became the world's main manufacturing base with low cost.

In the past 10 years, a Frenchman has let the force return.

In 2005, French pate came to Shanghai to teach troops.

He liked to collect the shoes brand. He was surprised to find that all the students in the martial arts class wore back shoes, and the simple red pattern of their shoes was fashionable.

Pats sniffed the rich Chinese flavor on his back and sniffed business opportunities. He was wild with joy.

Pats found the manufacturer of the shoe manufacturer, hoping to get the overseas operation rights of the back shoes. After several rounds of negotiations, he got his wish and hired 17 designers to improve the fabric, shape, logo and packaging of each pair of shoes sold on the Chinese stall for 12 yuan, and sold it to 50 euros in France.

So hot, thanks to the designer's deep excavation of back brand culture, elegance and simplicity become a banner of Chinese brand.

Up to now, there are more than 160 French retail agents.

In 2008, Hollywood star Orlanndo Bloom appeared in New York, Manhattan, I love you.

Under Orlando's demonstration, more and more Hollywood stars began to wear Chinese back shoes.

For a while, the shoe became a new favorite in foreign countries.

With the heat of the Beijing Olympic Games, the spirit of retro has been raised.

During the Beijing Olympic Games, foreign dignitaries such as the president of Mongolia, the prince of Belgium, the Deputy Prime Minister of Denmark, and other foreign dignitaries went into Beijing shopping center to buy China's power shoes.

This year, just through the difficult period of the back force began to reflect, decided to conform to this trend of retro pformation, once again pformation.

Huili began to learn Nike and Adidas, took the virtualization operation, held the brand, design and marketing in hand, and outsourced other low value links.

In 2010, the brand gained the qualification of the licensed manufacturers and retailers in World Expo, Shanghai, and increased the brand exposure.

In September of the same year, Hui Li opened the first flagship store in Pingliang Road, Shanghai, with a record turnover of 1 million 670 thousand yuan in the first month.

According to the official data of force back, sales of force back doubled in 2009, rising from less than 150 million yuan in 2008 to 610 million yuan in 2013.

In 2015, the sales volume of Huili products in the market exceeded 60 million pairs, the self sales volume of the company was 800 million, and the total sales volume reached 3 billion 500 million yuan.

In 2016, the sales volume of Huili brand reached 58 million pairs, the retail sales volume of the market was 5 billion, the sales grew by 40% over the same period last year, and in 2017, the sales volume of the Hui Li brand reached over 6 billion yuan.

In addition, Huili began to cultivate its own brand connotation and value.

On the white shoes, designers will draw the limited edition force according to their customers' preferences.

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In order to attract the younger generation, Hui Li also held a competition in Shanghai Songjiang University town to allow students to participate in the design and integrate more fashion elements into the design.

With the trend of retro market, the market share of Huili has stabilized. However, the senior executives of the force believe that the retro craze will eventually have a cooling day. They have no choice but to go with the flow.

In July 2016, Huili launched a brand upgrading strategy in Shanghai.

This time, Huili tried to reach the middle and high-end consumers by products, launched three series of 12 new products, and launched a new marketing mode of "terminal direct supply platform + electronic commerce platform", taking the "two wheel drive" development path.

Some people say that fashion is a reincarnation in twenty years.

Twenty years ago, the old goods came out and matched a little, that's fashion.

It has been fading away from people's vision for many years, and is returning in a new form. The revival story deduced by this time-honored brand is a sigh and sigh. It also makes people expect that the old brand can make brilliant achievements again on the road of rebirth and hope.