Rebound Curve To Enter The European And American Markets To Seize The Best Market

In the hearts of the older generation, it is a dream for many of them to have a pair of shoes that are commonly known as "white track and field".

The price of 7 yuan and 5 pairs a year was definitely "luxury" of sports footwear.

But in the competition of foreign brands such as Nike and Adidas, Huili has disappeared.

Fortunately, several regenerated shoes have found their own position in inheritance and innovation.

Nowadays, the white bottom red label of the power shoe is the retro vane that can be removed and is the favorite of Hollywood stars.

Huili brand held a brand promotion conference at the old dock in Shanghai, and launched an upgraded product based on the red and white shoes series, which changed the old style and the monotonous appearance of the product from the material, process and design.

Shanghai

Yang Weidong, general manager of shoe industry limited, told the surging news that the shoe was once a "pastry" in foreign countries. Because it was too hot, a company with "vision" stepped ahead and grabbed the trademark "warrior" of the back shoe in Europe and America.

In order to save the market that they lost.

Huili is planning new plans to return to foreign markets.

Huili has witnessed the rise of national industry and has undergone 89 years of pformation from planned economy to market economy.

Lang Ping, Zhou Xiaolan, Chen Zhaodi and other women's volleyball players have been to Huili's factory, where athletes go to factories and technicians to study where to improve.

In 1984, the old Chinese women volleyball team won the twenty-three Olympic Games champion wearing back volleyball shoes.

At that time, table tennis was developed.

The technical staff recalled that when the national team went out to play, he would accompany him.

Accompany the delegation to play together and watch how the shoes are.

At that time, he was a little worried, afraid of shoes.

However, the strength of the shoes helped athletes get good results again and again, which made the technicians proud.

Many middle-aged and old people have youth stories about wearing back shoes when they are young.

In the 80s of last century, Huili shoes became 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 with better conditions burn shoes with powder, and students use chalk to wipe them directly.

"At that time, a pair of back shoes cost almost 10 yuan, which is more glorious than having a pair of Adidas or Nike shoes today."

When it comes to Huili shoes, consumers who are a little older are full of memories.

The brand of Huili shoe industry, as the sole footwear brand before and after liberation in China, has long been the way to develop professional sports shoes.

After entering the reform and opening up, when the foreign brands entered the Chinese market and the rapid development of the domestic footwear industry, the shoes were struggling, and the time-honored brands were in danger.

In 2001, the Huili shoe industry had sales counters in the first department stores in Shanghai Nanjing road and the new world. However, one day, people in the mall found the chief executive of the Hui Li, and said with a gentle voice, "wait for the new products in the back shoes, and set up counters here."

Back shoes fade away from the front line.

Thinking of the situation, Huili's top management still felt "chest tightness", and made them determined to pform and develop for the old brand and seek a new way out.

Phoenix is nirvana.

Soon after the Shanghai Hui Li shoe General Factory was stopped, a new return shoe industry was set up, and a new model of trade enterprise was opened with brand operation and research and development as the core. The production, processing and other low value-added industrial chains were outsourced, and the innovation ability and the risk resistance ability of the enterprise were improved. After all, it resisted various difficulties in the great environment of economic crisis.

According to official data released by force, sales of products in the market exceeded 60 million pairs in 2015, with a total sales volume of 3 billion 500 million yuan.

Yang Weidong, general manager of Shanghai Huili shoes industry Co., Ltd., although the Chinese shoe is the time-honored brand, its share in the overseas market is not lost at all.

According to his disclosure, Huili brand is a major player in Southeast Asian countries, especially in Malaysia, with sales of over 30 million yuan a year.

Next, Hui Li will develop the African market.

"We will take advantage of the Shanghai Huayi Group, which is affiliated with the Hui Li brand, to expand its platform in Africa and strive for the rapid upgrading of the share of the African market and become another major position in our overseas market."

Yang Weidong revealed.

In 2008, the Elven Prince Orlanndo Bloom in the Hollywood movie "the Lord of the rings" wore a pair of back shoes in New York, I love you in Manhattan. This dress was quickly photographed across the Internet.

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

For a while, the design style of the back force sneakers became "fragrant pastry" in foreign countries.

China's back shoes returned home from overseas fire, which delighted the shoe industry that was seeking pformation at that time.

During the 2008 Olympic Games in Beijing, foreign dignitaries such as president of Mongolia, Belgian crown prince, Deputy Prime Minister of Denmark and other foreign dignitaries went to Beijing shopping center to pick up Chinese national shoes.

For a time when the back shoes were "fragrant outside the walls," Yang Weidong could not help but proudly: "the most popular foreign product is WB-1, a classic red and white shoe, which has been designed for more than 40 years. Until now, the design and color matching of this shoe have not changed, but it is still popular in the streets."

Unfortunately, the design of red and white shoes, which has been regarded as classics by force, has been snatch by the US company in Europe and America as the trademark "warrior".

"More than 10 years ago, the red and white shoes were flourishing, but we did not know how to protect our intellectual property rights. We were first promoted by a company in the United States, and we registered the warrior trademark in Europe and America."

Yang Weidong is very unwilling, so far, in the United States, and even the whole of Europe, Hui Li can not expand the brand share.

"If we want to sell our red and white shoes to the United States now, people will sue us."

Since eating this loss, I know more about how to protect my intellectual property rights.

Whether in terms of technology, appearance or brand name, Huili will make necessary and timely patent protection application for every product in every market.

"We must make the brand according to the rules of the game, and we can't eat any more bitter food."

For the European and American countries that have lost their market, Huili is also planning a new plan to return.

"Classic shoes can not be stationed, we can launch sub brands.

For example, Adidas, in addition to its own brand, has other sub brands, and its sales performance in various places is still very good.

We will also aim at the different consumer groups, market characteristics, and different intellectual property rights protection status, timely launch the brand of the brand, and continue to inherit the charm of the time-honored brand of China.

As for the time to enter the market, Yang Weidong said it was still in the process of brewing.