The Trend Of Stir Fried Shoes Is Getting Worse And Worse. Why Is There No One To Stir Up Their Shoes?

The trend of stir frying shoes is becoming more and more intense. In the shoes circle, the recall of the "light of domestic products" for 92 years has been excluded from the fried shoes circle.

According to public data, the market size of the fried shoes is more than 42 billion 500 million yuan RMB. In the two grade market of the fried shoes in 2018, Nike's brand AJ accounted for 44% of the market share. Nike's other brands accounted for 26% of the market share, while Adidas ranked third, occupying 24% of the market share. The three top brands were 59%, 58% and 25% respectively in the two market.

Occupying more than 70% of the market share comes from Nike's good use of star effect. In 1984, at that time, Nike was just a small manufacturer of sporting goods. After successfully signing Michael Jordan, who entered NBA early, Nike made the AirJordan1 specially for Jordan. This sneaker and Jordan appeared in the competition, and AirJordan1 was also hot for a while and was mad.

Lining did the same thing. After signing a contract with NBA superstar Wade, Lining sold a pair of sneakers at the initial price of only 1000 yuan. After a few months, he sold a high price of 40 thousand yuan in the two market, less than a year, skyrocketing 40 times.

Whether Nike, Adidas or Lining, they were mixed up in the fried shoes circle. Despite the excitement of the shoe circles, the sense of return is extremely low as a "light of domestic goods".

In fact, the achievements of the past few years have been inspiring.

In 2016, Huili sold 58 million pairs of shoes, retail sales exceeded RMB 5 billion yuan, in 2017, it sold 3 billion 600 million yuan in half a year, and in 2018, it created a record of selling 80 million pairs of shoes in one year. According to the data, from 2014 to 2018, the sales volume of Hui Li increased 65 times in four years.

However, the embarrassment is that the story of inspiring is not finished yet, and the force is caught in the plagiarism.

　　 01 once King

Having 92 years of history, he has had ups and downs and ups and downs.

In 1927, there was a small factory called "Yichang Rubber Product Factory" on Tangshan Road in Shanghai. It mainly produced eight Jiao shoes, which was the past life of Huili.

Later, the Yichang rubber factory was renamed "CHINT letter meter rubber factory", and gradually developed into one of the symbolic enterprises of the old China national rubber industry.

In 1935, CHINT's Rubber Factory officially registered the Chinese "Hui Li" and the English "Warrior" brand. The meaning of force is "return to heaven" and "great power to overcome difficulties", while Warrior means "warrior, warrior, fighter". Whether Chinese name or English name is enough to see the great ambition of Hui Li at the beginning of his founding.

However, the reason why Huili is brilliant is closely related to China's sports undertakings.

In May 1956, Hui Li specially designed a classic 565 type sneakers for the national basketball team to take part in the Olympic Games. Once the shoe was launched, it became a symbol of fashion immediately, so long as dealers could get this kind of shoes, they were equal to making money, because they often sold out of stock.

In 1979, WB-1 basketball shoes were born. This sneaker is the most representative basketball shoes. Today it is still the main style. In the early 80s, the production of 230 million pairs is still in short supply. The writer Wang Shuoceng evaluated the shoes as "the main target of rogue robbery".

The price of the genuine rebound shoes is not expensive, but in the age when the material was not abundant, there were not many people who could afford real back. At that time, young people yearned for the strength of a rally, which is the same as that of today's young people.

By 1984, the fame of Huili reached its peak. At that time, the Chinese women's volleyball team won the Olympic champion in Losangeles with the help of the back shoes. It virtually played the strongest advertising on the ground, and the force suddenly became the national shoes of the Chinese people. The sales volume of this year's sales was up to 800 million yuan.

However, the high light time that belongs to Huili is not too long.

Since 90s, reform and opening up have been continuously promoted, and the market share of Huili has been impacted by foreign brands such as Nike, Adidas, CONVERSE and other emerging brands such as Anta, XTEP and Lining.

To make matters worse, back in 1994 before entering the market economy mode, they went out to find sales, and create a sales network, which is more than ten years later than many enterprises.

The market has changed, and no longer is the power to return. In the same year, Huili had to turn off a branch plant. Since then, Huili has been on the way to a branch factory every two years.

Until 2000, 7 branches and 1 research institutes of Huili were closed, 8600 workers laid off, and Huili had to declare bankruptcy. The last time it was on the verge of bankruptcy was a big fire in 1933.

Fortunately, after the bankruptcy, the trademark "Huili" has been transferred to Huayi Group. Huayi Group has invested in the re establishment of Shanghai Huili Shoes Co., Ltd.

However, this time the force has returned to the sky. In the eyes of Chinese people, the power shoe is no longer a symbol of status and status. Compared with hundreds of thousands of Yuan's international trend brands, Huili has been labeled as "cheap goods".

　 02 rebirth

Although Huili captured the lifeline of Huayi Group, the revival did not seem so easy. From 2000 to 2008, Huili was in a state of deficit for eight consecutive years. According to the data, it only accumulated 250 million yuan from 2005 to 2008.

Turning around is always unbelievable.

In 2008, Hollywood star Orlanndo Bloom, who played the movie "the Lord of the rings" and "Pirates of the Caribbean", painted the pictures of Chinese sports shoes, and the domestic media scrambled to report that the rebound shoes became the trend of foreign countries.

This year coincides with the Olympic year. With the name of emotion and the pride of the national brand to the world, Huili quickly welcomed the spring.

In fact, Bloom's feet are not worn back, but a brand made by the French, which is rebuilt by the French, but the force still gains the eyeball with this misunderstanding.

The leap of rebirth is not in the country, so that Hui Li picked up a big bargain. With this wave of east wind, Hui Li captured the hearts of young people again.

In the same year, 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, came to Beijing shopping mall to purchase sports shoes. Many foreign athletes also had strong interest in this kind of sports shoes. Under this upsurge, the sales volume of Huili counters rose from about 300000 yuan to less than 10000 yuan a month.

Two years later, the World Expo which was held in Shanghai once again provided a greater opportunity for the development of Huili.

During the period of World Expo in 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.

Meanwhile, the first flagship store was opened by force, and the flagship store achieved nearly 1 million 700 thousand yuan in a month. After World Expo, there were about more than 800 franchisees to find the headquarters of Hui Li to discuss the issue of cooperation.

　 03 innovation is not enough.

After rebirth, there are many problems exposed.

After returning to the mainstream market, Huili has no intention of developing new products. In the development of a new design in the first quarter of the business, Hui Li is still selling those classic styles.

Although there are also new style non cross section cities, these new styles always make people feel familiar.

The design of Huili new style sneakers is almost copying the classic styles of all kinds of big brands, and even undisguised copy of the exploding products of friends.

It is no exaggeration to say that any other brand that sells well can be found in this brand of Huili.

The reason why Huili is not mixed into the shoe circle is because it is not selling feelings. It is only by plagiarism, the eyes are confined to the immediate interests.

In fact, plagiarism is a topic that can not be wrapped up by domestic shoe enterprises. Lining and Anta have been suspected of plagiarism. But in addition to low-end shoes, Lining and Anta have never given up their growth in the core style. After copying, they are also self absorbed and self-improvement, and have produced remarkable results. The proportion of copied or copied products has been decreasing year by year, compared with the increasing proportion of the copied copies.

In May 2018, Huili launched a limited price shoe of 999 yuan in the name of "return to the sky". Obviously, the back force is not satisfied with the low end positioning, trying to get a share in the high-end shoe market.

However, it is embarrassing that even the gimmick of showing off the United States team and artists can not stop the sharp eyed fans questioning their plagiarism of another brand "Deconstruction" design.

This ambitious limited price shoes did not achieve the desired results. Today, the highest selling price of this sneaker is also reduced to 499 yuan in the online shop.

It is not a disgrace to get mixed up with the fried shoes circle, but it doesn't matter to a certain extent that it does not deserve to be fired.

As a rejuvenated veteran shoe manufacturer, Huili does not seem to understand how much damage plagiarism will cause to long-term development. The return of old Chinese goods is indeed a delight, and selling feelings is also an effective means, but innovation is the core competitiveness of enterprises in an invincible position.

Looking back, these years, from sneakers to running shoes, sandals, walking shoes and canvas shoes, what fire will copy, only by "bumping money", this road is hard to go far.

The once brilliant brand of domestic goods is fading away on the road of plagiarism. This is not the end that Chinese people want to see. Looking at the revival of many old brands, it must be doing the right thing, not doing the easy things.

It doesn't matter if you don't mix in the fried shoes circle. Let's think about the way to innovate. This is the primary task of Huili.

Part of the reference material source: new weekly, know, retail experts.