The Shoe Industry: From Foreign Fire To Domestic Internet Has Become A New Stage.

From overseas fire back to the domestic Internet has become a new stage.

"Return to youth and strive for classics"

The promotion conference will be held at No. 2 Library of Shanghai old dock.

In this presentation, the 89 year old brand used the hottest live webcast to broadcast the venue.

The day before the conference, the official micro-blog of the Huili shoe industry announced the number of rooms to be viewed live.

For the old shoe industry, it seems that the emerging network marketing tools are already familiar with the road.

In response, the staff of Huili shoe industry said that the pformation of the shoe industry is relatively early. In recent years, with the change of mass consumption habits and the maturity of Internet technology,

A few years ago, the back shoes started with emphasis.

To expand the pformation of the focus on marketing mode pformation, began to gradually establish "terminal direct supply platform + e-commerce platform" new marketing mode.

The reporter found that in the official online store linked to the official website of the shoe industry, it has attracted the attention of 310 thousand fans.

In fact, looking back on the development of Huili shoes in recent years, it is easy to see that the Internet has become the booster of this old Chinese brand.

In 2008, Orlanndo Bloom, a famous American film star, wore a pair of back shoes in New York, I love you in Manhattan.

Because of Orlanndo Bloom's demonstration, more and more foreign trend people began to chase back the shoes.

At that time, it was also in the period of rapid development of domestic Internet. The influence of Huili shoes in the tidal current gradually affected the country from abroad. For a while, many domestic trends, young people and young artists began to chase the brand of old Chinese goods.

He told reporters that he also began collecting and collecting many brands of domestic products around 2008.

"In fact, the most important thing is to collect old toys, and then collect clothes and other daily necessities. Later on, they start to collect everything from big furniture to small objects."

In the original view, it was precisely because many people began to chase the old domestic products that they gradually began to craze later.

It is precisely with the wave of "domestic goods craze" that the shoe industry began to seek pformation. "At that time, it mainly absorbed the experience of domestic and foreign brand operation companies, and strive to create the core competitiveness of its own connotation."

The staff of the shoe industry told reporters that the earliest attempt was to gradually try to expand the channel by authorizing the way of operation.

"With the aid of pformation, our sales in the market reached about 60 million pairs by 2015."

To promote and marketing the old Chinese brands with the help of the Internet platform, Dong Zhiyong, associate professor of economics at the Tianjin Normal University, thinks that the old brand is worthy of approval under the new market situation.

"Consumers' consumption habits are changing. I think the old Chinese brands should conform to this trend.

There is also a combination of online flagship stores and offline experience shops, so as to expand sales and achieve better sales results.

Crossing 89 years has been a benchmark for Chinese people.

In 1927, Shanghai was known as the Oriental Paris.

In the year 41, Tangshan Road, the owner Liu Yongkang, Shi Zhishan and others raised funds to set up the Yichang rubber factory, and later changed the factory to CHINT Xinji rubber factory.

In 1934, the name "back shoes" appeared on the newspapers in Shanghai.

In 1935, the "Hui Li" footwear logo was officially registered.

After the founding of new China, like many private enterprises, CHINT's Xinji rubber factory has also gone through public-private partnerships.

After 1956, after a series of merger, reorganization and renaming, to 60s of last century, Huili trademark was mainly used by Shanghai rubber shoes factory six and Shanghai rubber shoes seven factory.

It was also from then on that the shoe became a brand pursued by Chinese people.

Wang Shuo, a writer, has described this kind of shoe in his book. "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.

It can be seen that at that time, the Chinese people were keen on their shoes.

In addition to enjoying a high reputation among the common people, Huili basketball shoes, volleyball shoes, table tennis shoes and so on are all special shoes for the former national team, and win honor for the country in the international arena.

Lang Ping, Zhou Xiaolan, Chen Zhaodi and other women's volleyball players have been to the factory of Huili.

{page_break}

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

As the "national brand" brand of the national team, there was no time to return the shoes for two.

However, with the influx of more and more foreign brands, in the turn of the "Nike" and "ADI" brands, Huili shoes began to move from the trend of the year to the bottom.

By 2000, the struggling shoe industry was on the verge of bankruptcy.

Recollection of the situation of the year, a staff member of the shoe industry told reporters: "we eat the bitter only we know, now still want to look forward, because we have survived."

The dilemma faced by the shoe industry in the past seems to have been experienced by Chinese old brands.

In this regard, Feng Yuan expressed his views.

In his view, the influx of many foreign brands has indeed caused a lot of impact on the brands of many old domestic products. "In fact, I think more people are changing their consumption concept. People's living standard is getting higher and higher, and their consumption level will be higher and higher. They may be more inclined to choose some imported brands."

Feng also told reporters that during the past few years collecting and collecting old Chinese goods, he also kept learning about the stories of these old products.

He told reporters that many old Chinese brands failed to resist the impact and eventually disappeared, which made him very sorry.

"Sometimes I find an old domestic product, maybe this one, because the factory is gone, and the brand is not."

But Feng also told reporters that there were too many old brands like Huili, who spent the year's crisis.

"Take Tianjin, such as Tianjin seagull, Shanhaiguan and other old brands, have never left our lives."

Dong Zhiyong also gave a similar view to the low price of the old Chinese brands. He told reporters that in addition to the impact of the influx of foreign brands after the 90s of last century, the domestic goods enterprises themselves also had problems such as rigid system and slow replacement.

At the same time, private enterprises in the domestic market are also developing at full speed.

The increasing market competition has led to the decline of old Chinese brands and enterprises.

It was also in 2000 that the Huayi Group of Shanghai implemented the bankruptcy plan of Lao Hui enterprises, and established Shanghai Huili Shoes Co., Ltd. to seek pformation.

Emotional cards can be consumed but not overused.

At the brand promotion conference in July 16th, the Huili shoe industry launched the slogan of "to return to youth and strive for classics".

It is not difficult to see that in addition to the pformation of the use of network marketing tools, playing the sentiment card is also one of the marketing strategies of the shoe industry.

In Dong Zhiyong's opinion, there is nothing wrong with using feelings to carry out marketing. "Like the seagulls of Tianjin and Shanghai, we can return to the public's vision. This kind of sentiment cards can arouse people's memories and feelings."

Dong Zhiyong also told reporters that from an economic point of view, the old brand of domestic products has a relatively deep historical and cultural accumulation, and consumers can get satisfaction from their inner feelings when buying such products. This is the connotation of this sentiment card.

In the eyes of the original, the brand of old Chinese goods can consume "feelings", but excessive use of feelings to propagate is too much.

Feng told reporters that, like many native Tianjin people, his childhood memories were drinking Shanhaiguan soda water and wearing back shoes, sitting on the back seat of the flying pigeon bike.

"It is precisely because these old goods can represent our memory of our past life that we have an emotion in it. It is precisely because we have such feelings that this brand has special value for us."

Feng believes that many people are keen on chasing old Chinese goods, and that's exactly what they see in old Chinese goods.

But he also told reporters that many businessmen used excessive feelings two words, in fact, the rise of domestic products in previous years has played a counterproductive role.

"Too much publicity and too high a performance will make the public feel fatigued."

And for the use of the old Chinese products to promote and marketing the network, Feng Yuan also said that he strongly agreed with this method.

"I quite agree with this method. After all, we have to move closer to younger people. After 70 and 80's, we will have feelings in the absence of marketing, but after 90 and 00, they probably haven't heard of these old brands, but they are the main buyers in the future."

Dong Zhiyong also told reporters that for old Chinese brands, playing cards is not enough. We should also achieve "classic can not be lost, but there must be innovation and breakthrough."

"Because competition is fierce now, quality and price outside these brands will be a very important factor."

He believes that in the Internet age, old brands should adapt themselves to changes in consumer habits while pursuing good quality and low prices.

"To innovate the mode of management and management, we also need to build some high-end products in the product to adapt to the market more."