Let Go Of Your Feelings. How Far Can You Go On The High End Of The Test?

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The brand name of the old Chinese brand is back to the public view with the latest sale of the high priced new product, the "return to the sky".

It is worth mentioning that the release of this high-end high-end single product is also seen as a boost to enhance its brand image.

According to the insiders, at present, many domestic sports brands are in the high-end layout, and are eager to become the high-end market. Besides their own conditions, they need to face many external competition.

At the same time, seeking the high-end strategy of single products still has difficulties and limitations in driving the overall brand image.

In May 20th, the limited edition new shoes, which were sold by old Chinese products, attracted widespread attention.

It is reported that the product is made by the American custom team "The Remade", which is jointly built by Chinese artist K.Yee, and sold by the Tmall flagship store on Tmall -24 at 10 o'clock every day on the day of -24, which sells for 999 yuan and limited 520 pairs.

"The power of recovery" is divided into two types of red and black matching colors, and the material is made of grinding face.

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Compared with the classic version of the current price of 89 yuan, the price of the product is 11.22 times that of the former 999 yuan.

As of the end of the sale, the sales volume of Tmall's official flagship store was 432 pairs.

Founded in 1927, the shoe industry has a history of 90 years.

As a generation's youth memories, back ups and downs.

"Back shoes" used to be the designated shoes of the national basketball and volleyball teams, and was regarded as the best Sneakers by Chinese people.

However, since the 90s of last century, with the brand aging and the impact of competitors, Huili sales continued to decline, and even bankruptcy reorganization.

In a long period of time, the brand has gradually become the pronoun of nostalgia. It seems that just like the slogan "for the story" produced on the front page of the official website, it is the main brand in marketing.

At the selling price of 999 yuan, before the sale of the "back to the sky", the footwear products of Huili were between 69-299 yuan, and still compete for the market.

The emergence of "return to the sky" indicates that Huili is trying to break the past high cost performance line and to make high-end efforts.

Zhou Wei, Party Secretary of Shanghai Hui Li shoes industry Co., Ltd., said that although the product is diversified, its brand value is not high, and the gross profit of products is squeezed by both producers and wholesalers.

Cheng Weixiong, general manager of Shanghai Liang habitat Brand Management Co., Ltd. believes that because the selling price of products is low, this means that the premium ceiling of Huili brand is also low, and the introduction of this high priced single product "return to the sky" has become a necessity.

In succession

A return force

The head of the industry has said that there is still a gap between the real brand and the real brand. In the future, we hope to be able to take the initiative and become a high-end sports brand like Nike and Lining, not just a nostalgia for the past.

All along, domestic sports brands compete with Nike, Adidas and other international brands in order to seize the market with low price products.

However, with the continuous improvement of the overall performance of Lining, Anta and other brands, the layout of high-end market and getting rid of cheap image has become the target of many domestic sports brands.

It is worth mentioning that in recent years, with the "after 90" and "00" gradually become the main consumer force, simply selling sentiment as a selling point has not become an advantageous condition to improve the sales volume of domestic brands.

Before the launch of Huili's "return to the sky", Lining has already begun to try the high-end market.

In 2012, Lining and NBA star Wade co founded the brand new sportswear shoes "Wade's way".

In order to build "Wade road" into high-end products, we should use high quality materials and high technology in design.

It is reported that in 2012, Lining launched the 1 version of Wade's road, priced at 849 yuan.

Since then, during the NBA all star game, Lining has also launched the "devil fish" and "blue ocean" limited edition shoes, and further pushed the price to 1302 yuan.

At the same time, in February this year, Lining launched the Wade enlightenment road series, which is based on the appearance of fashion week. It not only links products with fashion, but also becomes a single product on the Internet.

It is understood that the introduction of this new product, so that Lining's share price rose nearly 60% in 3 months.

In addition, Lining, a rival of Anta, has launched Thompson series KT2, KT3 and SEEED series products to boost the high-end market.

According to Anta official micro-blog, 3000 pairs of NASA60th commemorative shoes priced at 799 yuan are sold out on line 20 seconds.

Statistics show that the sales of Anta SEEED series, which is only sold through e-commerce channels, has reached 3 million 250 thousand yuan in Anta Tmall official online store.

Beijing Business Daily reporter found that at present, in Anta Tmall flagship store, the sales volume and order volume of NASA60th commemorative sports men's shoes priced at 799 yuan has reached 1869, and the phenomenon of breaking codes has been broken down.

After the launch of Anta SEEED products, Ding Shizhong, chairman of Anta group's board of directors, said in WeChat's circle of friends: "so you can't buy money like this." this seems to indicate that Anta is expanding its high-end line.

Unlike Anta and Lining, the recovery in the past two years is mainly due to the "set up" and the high cost performance of old Chinese products.

Insiders said that the product line of Huili was relatively narrow, and the price has always been on the low price line. The introduction of a high priced single product can only form a single product's attention in a short time, but it does not help the image of the overall brand.

The effect is difficult to show.

Domestic brands will focus on high-end.

On the other hand, most of them choose the high-end strategy of single product.

The price of 999 yuan is an attempt of Huili's high-end strategy, but in the premise that the brand image solidifying of the brand has not been improved, whether it can bring impact to the whole enterprise needs further attention.

Cheng Weixiong said that the high-end products limited to new products launched by Huili have high brand positioning for the current force, and are relatively out of touch from the relationship among products, prices, quality and consumers.

"High-end products of high-end products," the first limited sales activities have ended, Huili's shoes layout again returned to original position.

In fact, it is still difficult to drive the overall positioning of the brand by relying solely on the high-end of the limited amount.

He said.

Beijing Business Daily reporter found that Lining's official website shows the classification column, a separate "Wade" area, and in the name of the brand before the Wade LOGO pattern, and other columns in sharp distinction.

In Wade's shoes, there are 10 pairs of Wade series shoes, all broken or sold.

In contrast, many of Lining's official clothes are full discount.

The emergence of high-end explosive products is not equal to the high-end of the brand, while the high-end strategy of Chinese clothing is still focused on single products.

As for how to get rid of this mode, Cheng Weixiong said that the product thinking of domestic enterprises is still relatively limited, leading to a relatively limited brand strategy. Next, enterprises should make innovations in product categories, in-depth research and development in terms of materials, styles, and editions.

For the high end of the force, and whether it will continue to be high-end in the future, the Beijing Commercial Daily reporter contacted the force side, but the phone was never answered.