Hui Li Will Compete With Foreign Brands For The 123 Tier City Market.

As the new round of reform continues to push forward, the "domestic product" is also in constant reform and innovation to meet the needs of the market.

Shanghai Rally

The company's party secretary and executive director, GUI Cheng steel, said that Huili is keeping up with the trend and constantly catching up with foreign high-end sports brands.

The sinking is expected to launch a comprehensive confrontation with Huili in the 123 tier cities in the future.

In October 31st, the "economic confidence" economic situation interview organized by the state Internet information office visited Shanghai Huili shoes industry Co., Ltd.

When it comes to how the shoe industry is almost floating and finally gets the problem of "rebirth", GUI Cheng steel, secretary and executive director of the shoe industry Party committee, said that adjusting the business model and strategy, and grasping the opportunities of the Olympic Games and the World Expo are the key to the rebirth of enterprises.

The 87 year old brand has no shortage of sales under the planned economy system, and it has "seven factories and one research institute".

But with the reform and opening up, most factories have gone bankrupt and adjusted.

This makes Hui Li realize that the original strategy can not match the market economy.

In February 2000, when the Shanghai Huili shoe factory was officially shut down, Shanghai Huayi Group invested in the establishment of the current shoe industry, and developed a new brand operation mode -- two stand mode, namely brand operation and R & D in Shanghai, and factories throughout the country.

Driven by this mode, there are 12 enterprises in the Huili shoe industry, and 12 enterprises have authorized the brand operation. They have developed 200 product lines and more than 5000 footwear varieties, and the footwear industry has gradually moved from the production oriented enterprises to the brand operation and trade enterprises.

In terms of business layout, Huili shoes industry is currently taking the "Trinity" mode of wholesale, sports stores and front-line business circles, and actively develops online businesses. In June 2012, Tmall launched its flagship store.

However, behind the "back up craze", the survival situation of Shanghai's time-honored brand is not optimistic.

Due to the lack of fashionable design concepts and R & D investment, many old brands in Shanghai have been in trouble.

GUI Cheng steel also admitted that the sales of Huili shoes industry were very common before 2008, but the 2008 famous film star Orlando Bloom wore a picture of her back shoes, which triggered a European retro trend and quickly returned to the country. The sales volume of the rebound shoes began to double from 2009, and from 2008 less than 150 million yuan to 610 million yuan in 2013.

"Unexpected factors have made the shoe industry a rare development opportunity for the old brand, but the sales growth brought by this craze is hard to sustain. The shoe industry is also increasing its R & D investment so that the new products will cater to the trend in fashion, function and quality, so that the value of the brand can be improved."

Gui Chenggang said.

Referring to the next step, Gui Chenggang told the financial news reporter that the shoe industry in the future will become a shoe sports service provider instead of a manufacturer. At present, the total sales volume of the shoe industry will reach 3 billion yuan by 2020.

"In the past, Huili adopted the strategy of" encircling the city by the village ", starting from the three or four tier cities, and gradually expanding to the front line. Now, we have changed the dilemma of being forced to withdraw from the first tier business circle ten years ago, and have opened stores in the first tier business circles such as Hong Kong Hui and Daning international.

At the same time, foreign high-end brands have begun to expand to the two or three tier cities in order to get rid of inventory.

We estimate that the return force and foreign high-end brands will launch a comprehensive confrontation in the 123 tier cities in the future.

Gui Chenggang said.