What Is The Secret Of "Nirvana"?

According to the world clothing shoes and hats net, "created in 1927".

"Brand"

This year is 90 years old.

Today's "back shoes" seem to be getting younger and younger.

In the flagship store of "Hui Li" shoes in Shanghai, Pingliang Road, more than 40, Miss Wu, who is more than 40, is picking up "back" shoes. She told reporters: "when I was little, I always wore" back shoes ". Recently, my son in the United States called to roll the roll to buy" back shoes ".

In recent years, although the "back shoes" did not have their own production plants, advertising was also very small, but sales revenue continued to rise: in 2014, sales revenue was about 560 million yuan; sales income in 2015 was 670 million yuan; sales revenue in 2016 amounted to 830 million yuan.

Among them, the total sales in 2016 increased by 21% over the previous year, and the total profit increased by 93% over the previous year. In 2016, during the "double 11" period, the total sales volume of the electronic business platform had reached 75 million.

In 2017, as of April, the total sales volume of e-commerce platform reached 1 billion 620 million, up 91.54% over the previous year. It has already been the leader of the sales volume of canvas shoes category.

"Back shoes" have been confused, from 2000 to 2008, losses in successive years.

After bankruptcy and the three pformation, the rubber shoes spanning several generations of people are looking for young people's attention.

What is the secret of "Nirvana"?

How does the "gold lettered signboard" make the value of "gold"?

Wear sports clothes and pedal "back shoes".

In many of the 70 and 80's memories, a pair of white faced red shoes marked their popularity and fashion.

But over the years,

With the impact of international brands such as Adidas, "Hui Li", a time-honored ethnic brand that once carried a generation of young people's memory, is becoming strange in the eyes of young people.

How to do it? Zhou Wei, the party secretary and executive director of Shanghai Hui Li shoes industry Co., Ltd., told reporters that "Huili" has been working hard. After bankruptcy reorganization and the three pformation, the development of "Hui Li" has become clearer.

The key is: how to make the "golden signboard" make "gold value"?

"Hui Li relies on the development of classical design."

Zhou Weidao had a secret.

In the past 90 years, no matter how the popular elements change, the F hook of Hui Li has always been the symbol of an era and the aesthetic design that people are willing to pursue.

Therefore, F must be consistent with this design.

Yang Weidong said, "in view of the current sports brand talk about technological innovation, we know that our strength can not be compared with the international brand, so we will not follow blindly.

Our brand positioning is "Chinese shoes", the most cost-effective shoes, that is, the brand name goods and the coverage of all kinds of shoes in the market below 100 yuan.

Outsourcing: light asset line

Because of the clear market positioning, the business model of "Huili" shoes has also changed.

Yang Weidong told reporters: "the strength and energy of back force are limited. Therefore, once we changed the previous single wholesale mode, we chose to take the whole outsourced light asset line and grasp management only."

At present, "Huili" has no own factory, through the brand authorized 12 production enterprises to produce and sell, supporting processing factories to 8.

At the same time, the new marketing mode of "terminal direct supply platform + electronic commerce platform" has been gradually established, with "two wheel drive" to help the new development of Huili shoes industry.

Beginning in 2014, consumers' buying habits gradually shifted to the electricity supplier.

In 2015, the sales volume of "Hui Li" auto business was up to 11 million yuan. In 2016, the sales volume of 7 Tmall VIP distributors increased by 1000%, reaching 110 million yuan.

This is achieved mainly by control.

"Sailor's shirt, red and white shoes are symbols of an age. This is the promotional gene brought back by the" Huili "shoes, and it has always been in a state of low supply in the market, so marketing should also be targeted.

In 2015, Zhang Enqi, executive deputy general manager of Shanghai Hui Li shoes industry Co., Ltd., said that since 2016, the Tmall flagship store of "Hui Li" has also been handed over to third parties. At present, only 9 of the team's main business is to regulate the electricity supplier market, support the main shops and operate differently.

In fact, before the "Hui Li" entered the field of electricity business, there were many fake back shoes sold on the Internet, such as Tmall, there were 3000 stores selling back shoes.

"Through the control of shipping channels and pricing, we prefer to erroneous judgments, and we constantly shut down dealership shops. At present, Tmall has only 120 absolutely safe return dealers, basically realizing online no fake products."

Reporters searched on Taobao, and now the lowest price of all kinds of "back force" shoes on the Internet is around 70 yuan. "Before, there are many phenomena of online price disorder," 20 yuan, 30 yuan, and 45 yuan of "back force" shoes can be found everywhere.

Zhang Enqi said that for these 120 online dealers, "Hui Li" graded the stores through the S & P, regulated the market behavior and control the shipping channels for the dealers below class A, and directly supervised 7 VIP dealers screened out, and focused on the integration of supply chain and differentiated operation.

When it comes to the management of "Hui Li", there is another unusual case.

Zhang Enqi introduced, including WB-1, the basic 14 shoe products, the price of online has been 10-15 yuan more than the line price.

This sounds incredible, but it is also the result of back line management.

"Through professional institutions analysis of online consumer goods for less than 99 yuan, merchants sell 65 and sell 80 between its consumption has not much impact, so Huili has maintained such a pricing policy.

On the one hand, it protects the dealers under the line, allowing stores to survive and ensure user experience.

On the other hand, it controls online traffic.

Every year, WB-1 has a limited sales volume. After all, long term products must have a continuous sense of freshness in the market.

The last three kilometers will win the future.

At present, "Huili" is most concerned about how to deliver products to consumers faster.

To achieve this vision, "last three kilometers" has become the focus of the next 5-10 years' layout.

According to the world clothing shoes and hats net, at present, there are 3000 stores in Huili shoes industry, and the shop layout is the inevitable strategy of "back force", but there are two leading directions.

First of all, we will increase the strength of "F hook" as the fashion shop for the logo, focusing on fashion sports and leisure products and highlighting the sense of experience.

Secondly, for the three or four line cities, the "valiant Archery" logo opens more low-end complex products stores.

At the same time, offline stores are in line with online development, that is, to increase the intensity of opening stores in the area covered by e-commerce, and constantly distribute the community, so as to reach the direct delivery of stores directly, so that consumers can have a faster consumption experience.

If a worker wants to do good, he must first use his tools.

This year, "Hui Li" will invest a lot of money in the logistics supply chain system construction, striving to achieve "zero inventory" in the supply chain.

Yang Weidong explained that to achieve the "last three kilometers" vision of the force, the difficulty is to test and improve the delivery order, distribution requirements, accounting system and other systems.

This year, "Hui Li" will make efforts to build the logistics center, centralize the production base, facilitate management on the one hand, save manpower costs on the other hand, and finally achieve the construction of the logistics base and realize the wholesale of single products.

"Use the coordination advantage of the entire supply chain to compete in the market."

Yang Weidong said.

The future blueprint has been drawn.

In 2019, the sales revenue of Shanghai Huili Shoes Co., Ltd. will strive to reach 2 billion yuan.

More interesting reports, please pay attention to the world clothing shoes and hats net.