Three Veteran Shoe Companies Are Seeking Transformation And Upgrading.

In 70s and 80s, it was once popular throughout the country. leap , Warrior and Two star sneakers It is a memory of a generation, but in the background of the rise of new domestic brands and the invasion of famous international brands, they have fallen into silence.

"An old man who still insists on wearing basketball shoes is recalled that in the early 80s, he was wearing a basketball shoes, which was a noble. He brushed his shoes very slowly every day and did not touch any mud. This kind of love was even clean and even considered frivolous. A student, if you show him in class, you can quickly draw the eyes of girls by showing off his shoes with flying shoes.

This description comes from the introduction of the brand name of the sports shoes official website. Although it seems exaggerated and playful in a person who has not experienced that era, every client will tell you: "that's the way it is."

Leap shoes are popular in the last 60 to 80s. Its rise and glory are marked by the imprint of the age: extreme lack of material life and strong national pride.

And almost all the other popular sneakers at the same time, Huili, were earlier than the birth of the leap. The old Chinese women's volleyball team has won the twenty-third Olympic champion's image in the power shoes, which has become a precious memory of a generation of Chinese.

By the time 90s passed, the rise of the A League started the upsurge of football. At that time, the pair of rubber shoes made of double stars were once "standard" for primary and middle school students. Although there is no such thing as the popularity of leaps and leaps, but for many Post-80's, there are so many black shoes in the memory of childhood.

Later, China's sports shoes industry ushered in the era of shoe factories in Guangdong and Fujian. Anta, XTEP and Lining quickly occupied the market and became the symbol of the new generation of domestic products. At the same time, foreign brands such as Nike and Adidas are strong enough to enter the Chinese market. Chinese people have more choices in terms of their income levels over the decades. The once glorious brand of classic Chinese goods has declined and gradually faded from the horizon of Chinese people.

But decline does not mean extinction. These brands that influence a generation are seeking transformation. Unlike the new Anta Lining, leaps and bounds and double stars are born out of traditional state-run enterprises, and the road to transformation is not smooth.

Leaps of ownership have been sold many times and sold abroad, but they have nothing to do with themselves.

Flying shoes were born in 1959 in Shanghai, formerly known as the first factory of rubber shoes in Shanghai. The predecessor of Shanghai rubber shoes factory is Dafu rubber factory. In 1986, the first factory of rubber shoes in Shanghai was rebuilt and leaps back to Dafu rubber factory. In 1990, the Tai Fu rubber factory gave the trademark rights to the Shanghai big Bowen Shoes Co., Ltd., but the exclusive right of trademark still belongs to the Da Fu rubber factory. O Hirofumi then returned to the name of the Shanghai double money group. Later, the double money group authorized the use of the trademark to Shanghai Shenglong Shoes Co., Ltd.

After a series of changes in management rights and trademark rights, there are two enterprises in the production of flying shoes: in addition to the licensed dragon shoe industry, O Hirofumi, a subsidiary of the dual money group, can still produce some of the old shoes in order to ensure that the factory's No. one hundred or two hundred worker's rice bowl is guaranteed.

The confusing management rights and trademark rights of the leap shoes make them miss the development opportunities again and again, and have no time to take account of the long-standing fakes. In addition, the leap has always positioned itself in the low-end market, and the prices of products are mostly in the range of tens to one hundred yuan, of which the classic old shoes of the leap are priced at only 35 yuan.

There is also a story many people know about leap shoes: it has become an expensive commodity in Europe.

That's true. In 2005, French Patrice Bastian, who lived in Shanghai, unwittingly discovered leap shoes, and discovered the current elements and commercial value at a glance. Then he found the big Bowen shoe industry that had the right to use the trademark at that time. After consultation, he obtained a leap of verbal trademark authorization. However, the exclusive right to use the trademark is still in the Tai Fu rubber factory, so actually the verbal authorization of big blog is not legal.

Unfortunately, the French have already registered the trademark of FEIYUE in Europe and found other Chinese factories. In Europe, dozens of Euro pairs of FEIYUE shoes actually have nothing to do with the Tai Fu rubber plant, the big Bowen shoe industry and the dragon shoe industry.

The owners of leap brands are still operating on the concept of manufacturing. They lack the corresponding marketing methods and channels, and do not have enough awareness of intellectual property rights. To this day, the low flying shoes, which still have low positioning and lack of added value, are far from being on the road of transformation.

After three transformations, Huili aims at the high-end market.

The shoe industry was founded in 1927 and has a history of 89 years. In 1935, the Chinese "Hui Li" and the English "Warrior" trademark were registered. The back force witnessed the rise of the national industry and the transition from the planned economy to the market economy.

After the glory of 70s and 80s, Huili fell into a low ebb. In 2000, the Shanghai Huili shoe factory declared bankruptcy, and the "Huili" trademark was transferred to Shanghai Huayi Group preservation. It was jointly invested by Huayi Group and operator group, and the Shanghai Huili shoe industry Co., Ltd. was formed.

This is the first transformation of the shoe industry in Shanghai, namely, from the production oriented enterprise to the trade oriented brand operation. Since then, the shoe industry has started to operate in a brand way instead of positioning itself as a manufacturing role. By transferring the low value-added production and processing industry chain to the social resources, the enterprises' ability to innovate and resist risks can be improved.

In 2008, after the hard times, Huili again sought transformation, and began experimenting to expand product lines and varieties by authorized operation mode, from wholesale to terminal monopoly mode. In addition, Huili also began to cultivate its own brand connotation and value. In 2008, Hollywood star Orlanndo Bloom got back to his feet in the classic style of WD-2. By the Olympic Games' heat, he started a reversion of the ancient trend. In 2010, the brand gained the qualification of World Expo licensed manufacturers and retailers and increased brand exposure.

Although there is a certain market for back shoes in the trend of retro fashion, the top executives of enterprises still maintain a sense of crisis.

In July 2016, Huili launched the brand upgrading strategy in Shanghai, marking the beginning of the third transformation. This time, Huili no longer focuses on the low-end shoe market that depends on survival, trying to reach the high-end consumers. At the same time, three new series of 12 new products are launched to upgrade their classic products. At the same time, Huili also launched a new marketing mode of "terminal direct supply platform + e-commerce platform", taking the "two wheel drive" development path.

In the 2015, sales volume exceeded 60 million pairs, and total sales volume reached 3 billion 500 million yuan.

Group transformation as a whole, double star celebrities inherit shoes and clothing business

The predecessor of the double star is the state-owned ninth rubber factory, which began in 1921 and has a history of more than 90 years. In 1955, it was renamed the ninth rubber factory in Qingdao. In 1983, the "double star" trademark was registered successfully. The two star group was formally established and began to implement the brand strategy. In 1996, the two star group was listed on the Shenzhen stock exchange.

Beginning in 1998, the double star group, which was not satisfied with the sports shoes manufacturing industry, began to enter the transformation of tire industry and machinery manufacturing industry. At present, the Twin Star has formed five pillar industries: footwear, tire, machinery, clothing and thermoelectricity.

At the same time, in the transformation of the double star group, the helmsman Wang Hai and the Qingdao municipal government of the double star also realized that "the shoe industry is almost no state owned by the whole world, and the state-owned system of the binary star is contrary to the market rules and is not competitive for a long time."

Therefore, in 2002, the Qingdao municipal government, the state owned assets office and the Federation of trade unions reformed the assets of the shoes and clothing of the two stars and set up a Qingdao Star Industrial Limited by Share Ltd.

After a long and controversial process of restructuring, double star celebrities have created a double star group Wang Hai as president. However, the ten years from 1998 to 2008 before and after the restructuring were basically abandoned for double stars. It was during this time that domestic brands such as Lining and Anta achieved rapid development.

After the completion of the restructuring, the two stars put forward the strategy of "entering the high-end, tree image and selling brand", hoping to revive the image of the leading domestic sports shoes brand. But in the rapidly changing and brutal market of sports goods, it is possible to fall behind without catching up, let alone ten years.

Leap, back and double stars, these three have made brilliant domestic sports brand, on the road of transformation all experienced analgesia.