Lead
The Pull back brand has been starting with sneakers for more than 90 years. In the history of the development of China's sporting goods industry, the Pullback brand has the glory of a pioneer. It can be said that the development history of the Huili brand is closely related to the development history of China's sports industry.
After liberation, Beijing Rubber General Factory produced "Wrigley" white pullback sneakers. In the early 1960s, the factory produced pull-back shoes that were more suitable for basketball players, and after giant Yang Dianshun was selected for the Beijing team, the Beijing Rubber General Factory supplied extra-large sneakers at any cost. After Mu Tiezhu entered the Bayi team, Yang Dianshun once gave him a pair of pull-back sneakers, which became a good story for a while. The white pull-back basketball shoes not only witnessed the development history of Chinese basketball in the 50s and 60s, but also contributed to it.
1927
■ Pull-back shoes industry created.
2000
■ In 2000, the rubber shoe factory went bankrupt, after which Huayi Group injected capital and re-established Shanghai Huili Shoes Co., Ltd.
2008
■ Pull-back shoes showed rocket-like growth, selling 150 million.
2015
■ The sales volume of pullback products in the market exceeded 60 million pairs, and the company's self-operated sales of 800 million yuan, with total sales reaching 3.5 billion yuan.
2017
■ Pullback achieved sales of 6 billion.
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Nearly a century-old brand, from bankruptcy restructuring to major Hollywood stars competing to buy, from 150 million to 6 billion, how does Pullback do?
Brand analysis
Brand positioning: Pull back shoes based on the "people-oriented, advocating sports, promote health" product development concept, with technological innovation as the core, in the active development of popular, popular sports casual shoes series products at the same time, but also focus on the development of cold sticky professional sports shoes with high technical content, outdoor fitness sports shoes, and strive to improve China's competitive sports and national fitness sports to contribute; but also in the way of brand operation, technical management to expand a variety of lightweight injection molding leisure shoes, rain shoes, sandals and other series of products.
Target group: mainly post-80s and post-90s consumers, in second- and third-tier cities with medium and lower incomes.
Target groups of hobbies: nostalgia; young people who pursue fashion life; manual workers with lower incomes; advocating domestic products, etc.
prophase
Market positioning: The early pullback is popular by the positioning of professional sneakers, because the pullback shoe type has a sponge pad high bow design in the bow of the foot, which is very suitable for the foot, and the early pullback starts with rubber, and the use of rubber materials on the sole is durable and non-slip, so in the 70s, the pullback was the only sneaker supplier for the Chinese national team at that time.
Strictly grasp the quality: the pullback is from the beginning of the quality, the introduction of foreign advanced shoe-making equipment, high-tech employment of professional and technical personnel, and supplemented by the improvement of production technology, to create good shoes.
Marketing: In 1934, Shanghai's "Declaration" published a "pullback" sneaker name advertisement issued by Chint Xinyi Rubber Factory, allowing everyone to submit and vote to see if to use the name "pullback", which caused widespread concern in the society at that time. After that, the carpet advertising bombardment began, and the mainstream media newspapers almost did not fall, all of them had their advertisements. Soon, the product pull-back sneakers opened up the situation, and for a while, Shanghai's fashionable youth flocked to them.
Explosive publicity: On the eve of the 1948 Games, Huili Shoe Factory launched a new type of bow-shaped special sneakers and hired airplanes to sprinkle leaflets, which became famous for a while, which also became the reason why Huili became the first brand standing in China's rubber shoe industry as early as before the founding of New China.
Sports Marketing: Pullback has always maintained close relationships with professional athletes in China. In addition to basketball shoes, Huili later cooperated with the national team in many sports such as table tennis shoes and athletics to provide athletes with special shoes for competitions, which became the standard shoes for athletes in the domestic professional sports industry.
In the design process, Huili did not build a car behind closed doors, but invited many athletes and designers to discuss the design of sneakers, and Lang Ping's well-known athletes have participated in technical exchanges. Until the advent of the 565 basketball shoes specially made for the Olympic Games, which immediately became a symbol of fashion, and then the classic styles were continuously introduced, the Olympic women's volleyball team won the championship, and the Olympic style swept the world at the same time, and the pullback also became a tide card in the hearts of young people at that time.
Price positioning: The price of the earlier pullback was 6-10 yuan, while people's general salary a month was around 20-30 yuan, but there would still be people who spent half a month to buy for a pair of pullback shoes.
medium term
Impacted: With the rise of domestic and foreign sports brands such as ANTA and Li Ning, the pullback force has been impacted, and sales have declined for a time.
Bankruptcy: The disintegration of the planned economy, the emergence of a large number of private enterprises, and worse, the pullback slowed down for 10 years before entering the era of market economy. It was not until 1993 and 1994 that Huili began to find sales channels independently and build a sales network. At this moment, the pull-back shoes that grew up in the greenhouse fell into the quagmire of development. By the mid-1990s, pull-back shoes had begun to disappear from the market, and in 2000 they officially declared bankruptcy.
Adjusting the structure: The trademark of "Huili" was transferred to Shanghai Huayi Group, and a trace of blood was preserved. In order to survive, Huili began a new attempt, hoping to "grab both ends and put in the middle" by borrowing from Nike and Adidas's "brand operation" model. Although the headquarters is still in Shanghai, "pullback" is no longer "Made in Shanghai" in the traditional sense.
The new pullback has defended the basic market position and resisted its own survival crisis, but because the enterprise marketing model is still dominated by large wholesale, the product line is narrow, and the gross profit of the product is squeezed by both producers and wholesalers, and the brand value cannot be reflected.
In December 2006, 20% of the operators' shares withdrew, and Huili Company became a state-owned subsidiary exclusively invested by Huayi Group. After that, The pullback made two steps of adjustment, from the product point of view, from the sneakers to the casual shoes; from the operation mode, the licensed operation was adopted and the trademark fee was charged. The annual licensing fee is 100,000-150,000 yuan, and after 2007, the company began to achieve profitability, but it was more than 1 million.
Opportunity: The Frenchman Pates came to Shanghai to learn martial arts. He likes to collect sneaker brands, and is surprised to find that the students in the martial arts class are wearing pull-back shoes, and the simple red pattern of the shoe body is full of fashion. Patez sniffed out the strong Chinese smell of Huili and the business opportunity, and he was ecstatic.
Patez found a pull-back shoe manufacturer, obtained the overseas management rights of pullback, and hired 17 designers to improve the fabric, shape, logo, packaging, etc. of each pair of pull-back sneakers sold for 12 yuan on Chinese stalls, and sold them for 50 euros in France. As of now, there are more than 160 retail agents in Huili France.
Overseas market: The re-operation of the pullback set its sights on the larger overseas market, named "Warrio" (warrior) overseas, which means that the huge power that can overcome difficulties can be seen on the foreign trade website of the pullback at that time.
Turnaround: By chance, Hollywood star Orlando Bloom, who filmed "The Lord of the Rings" and "Pirates of the Caribbean", put on a pair of "pullback little white shoes" on the set of "New York, I Love You" in Manhattan, how can pullback let go of this opportunity to turn over, so the discussion topic of "Hollywood stars put on pull-back shoes" is more and more. For a time, pull-back shoes became a "new favorite" abroad. Even if someone in the back finds out that it is a leaping shoe, the battle of pulling back has been successful.
During the Beijing Olympic Games in the same year, foreign dignitaries such as the Crown Prince of Belgium and the Deputy Prime Minister of Denmark came to the Beijing Commercial Building to buy Chinese domestic pullback sneakers. This time, of course, the pullback is to seize the opportunity to create momentum. After the fermentation of these two things, Huili has suddenly changed from the negative image of "Chinese-up-to-earth rubber shoes" to the light of domestic products that "even foreigners love".
World Expo cooperation: Huili obtained the qualification of licensed producer and retailer during the Shanghai World Expo, and obtained the recruitment order for the shoes of the World Expo security guards and the shoes of the cleaners, and its hand-painted shoes also entered the exhibition of the World Expo Pavilion, further strengthening the influence and exposure of the brand, and won the praise of Chinese and foreign tourists.
Category expansion: While actively developing popular and popular sports and leisure shoe series products, Pullback also focuses on the research and development of cold-adhesive professional sports shoes and outdoor fitness sports shoes with high technical content; as well as a variety of lightweight injection molding leisure shoes, rain shoes, sandals; and leather shoes and other series of products.
Offline store: Huili opened its first flagship store on Pingliang Road in Shanghai, with a turnover of 1.67 million yuan in the first month, setting a record. Since then, Huili has also intermittently opened a number of physical stores in multiple cities.
anaphase
Interactive Design: Huili began to cultivate its own brand connotation and value. On the white sneakers, the designer will hand-draw limited edition pull-back sneakers according to customer preferences. In order to attract the younger generation, Huili also held a competition in Shanghai Songjiang University Town to let students participate in the design and integrate more fashion elements into the design.
Layout online: Huili officially settled in Tmall, two years later, Huili gradually explored a set of "terminal direct supply platform + e-commerce platform" new play, during this period, continue to enter a number of online platforms.
Brand upgrade: Huili launched the model of "terminal direct supply platform + e-commerce platform", combined online and offline, and launched three series of 12 new products and classic products of the red and white shoe series upgrade, so that Huili hitched a ride on the express train of brand transformation and reversed the profit. And was given a new identity as a "representative of the national tide" and re-entered the vision of the younger generation.
Sentiment marketing: Huili brand has a long history of more than 90 years, with a deep brand culture and rich brand story, accumulating feelings between consumers and old brands. With the emotional route, emphasizing retro, returning to the national tide, and pulling back under the banner of "the light of domestic products", in order to resonate with more young generations.
Community: Pull back to the existing customers to sort out a community, create the spirit of the brand for users to follow, while releasing coupons and some benefits in the group, retaining old users, bringing new users.
Active innovation: Huili through big data insight into the consumption needs of young consumer groups, and synchronously created a number of new products, such as the redesign of WB-1 mahjong shoes, designers of the whiteboard, chicken, fortune, two barrels of these classic patterns abstracted out to the tail of the shoe, meaning the source of wealth rolling; the heel of the shoe uses patent leather, the green of the sole corresponds to the green of the back of the mahjong brand. Consumers also gave a lot of positive feedback: "good-looking, comfortable", "fashionable" and "cost-effective"! The collision of classics and fashion, coupled with the price of 100 yuan, made this creative work quickly spread to the young group, and the monthly online sales once exceeded 10,000 pairs! After that, new products were constantly launched, "playing" to explode everyone's eyeballs.
Celebrity endorsement: To invite popular traffic stars to do endorsements, such as Yang Mi, Liu Wen, Wang Jiaer, Gong Jun and others, driving the enthusiasm of fans to buy "star with the same model". Celebrities, bloggers and hipsters in the fashion industry have flocked to it, setting off a retro trend and making the shoes of the pullback reappear in front of the public.
Entertainment marketing: In the film and television dramas and variety shows on the market on the topic of nostalgia and youth, huili will always be seen. In many nostalgic youth films, the male and female protagonists will wear a pair of pull-back shoes, which seems to have become the standard of nostalgia in the current entertainment film and television, and has also triggered a wave of nostalgia. Huili also took the trend to change the brand slogan into "recall youth, pay tribute to the classic", this kind of emotional marketing allows old consumers to have a sense of substitution, young customers have a sense of freshness, while increasing brand exposure.
New media marketing: Huili closely follows the topic of national tide, searching for #national tide# related topics on Weibo, Xiaohongshu and other platforms, and the shadow of Huili can be seen in almost every recommendation. At the same time, recruiting some kols to try on, recommend, forward lottery and so on a series of moves as a pullback to attract many new users.
In addition, Huili will also tweet on the public account, send some new products, wear and other sharing, and strengthen users' desire to buy.
Settled in short video: Huili officially settled on platforms such as Douyin and Kuaishou, and the major dealers under Huili have opened Douyin small shops to output creative content while live streaming goods through the Douyin platform. More and more young people have begun to know Huili Small White Shoes through Douyin and short videos, and are willing to pay for this retro new wave; Huili opened a "Huili flagship store" in Kuaishou and officially opened Kuaishou self-broadcasting. In the cold start period, the extreme explosive product strategy has become an important strategy to open up the self-broadcast marketing link of the Kuaishou brand. Huili is also increasing exposure and private domain conversion by regularly connecting with Kuaishou small shops, and its first Lianmai Kuaishou small shop has achieved an online audience of more than 5,000 people and a 10-minute increase of about 3,000 fans.
Huili will bring the explosive products and the ultimate cost-effective single products measured on other platforms such as Douyin into Kuaishou, and continuously adjust the appropriate delivery mode according to the characteristics of the platform, such as in Douyin, The pullback is more of a direct investment between live broadcasts, and in Kuaishou, Huili chooses to do short video drainage. With excellent data orientation to achieve the ultimate explosive success route. At present, the single video playback volume of Pullback in Kuaishou exceeds 24 million, and the single explosive product transaction accounts for more than 70% of the GMV of the whole store.
Online Mini Program: In the Pull back Mini Program Mall, all product categories include: classic series, canvas shoe series, children's shoes, women's shoes, men's shoes, sports shoes series, couple series, elderly series, cool series, warm series, tourism & mountaineering series and professional sports series and other 12 categories. At the same time, in the personal center column, buyers can enter the Mini Program Mall by applying to become distributors, and at the same time obtain commissions as distributors.
Live streaming with goods: In terms of live scripts, pullback is regularly optimized and adjusted in a timely manner according to user feedback. At present, the words between the pullback live broadcast room are becoming more and more refined, and the team will also learn from the experience of the head anchor of Kuaishou e-commerce and refine the methodology for reference.
Anchor training: The anchor of the pullback store is followed up by the store manager one-on-one from training to maturity, from platform characteristics to brand tonality, to how to consolidate fan stickiness, but also from personal image to personal language organization ability, according to the nature of Kuaishou fans, adjusted to the real dialogue mode of carrying goods, and all fall to the details, from each live broadcast to continuously review and optimize.
Cross-border cooperation: Pullback continues to launch new products across borders, from "Pull back x STAFFONLY", "Pull back x big mouth monkey", "pull back x Pepsi Cola", "pull back xQQ", etc., to the cooperation between the American custom team and domestic outstanding artists and independent designers, to create explosive models, and successfully launched trendy and fashionable pull-back shoes.
Product line expansion: force more new categories, product diversification layout, the development of clothing, peripherals, tide play and other fields, for example, after insight into the new market demand of young consumers, back to the newly launched luggage series, so that contemporary young people have more fashion trends and new choices.
Store upgrade: Huili's earlier store layout is basically based on street shops, low prices, although the product quality is not bad, but gives people a low-cost brand image. Now we are moving closer to shopping malls and department stores, and we want to change consumers' impression of low prices on brands and lay out the high-end market.
Layout of new retail: Pullback and Yishen software began to cooperate, using Yishen ERP and online mall, new retail system, and information upgrading of enterprises. Yishen ERP has the functions of clothing retail distribution, multi-brand management, new retail system, etc., to help enterprises better manage suppliers, franchisees, etc., to help enterprises improve management and operation efficiency, and to upgrade enterprise informatization. At the same time, it also has a financial settlement function to make financial settlement more efficient.
Intelligent: At present, the labor cost of producing pull-back shoes is increasing by 15% per year, and the use of intelligent means to replace some stations on the production line can improve efficiency, save manpower, and also facilitate safe operation. Taking the sole polishing as an example, even if there are protective measures during manual operation, it will still suffer from dust pollution, using a manipulator instead of labor, grabbing the shoes and putting them at the positioning point to grind, and recycling the dust during the grinding process, which can save manpower and material resources at the same time.
/ Summary /
As a century-old brand in China, in 2018, Huili brand promoted the implementation of the "platform collaboration" strategy with a more free and open attitude, including cooperation with third parties to create four major platforms of "smart new technology, intelligent service, smart logistics and smart brand", and jointly established three centers of "sports health, creative design, and technology manufacturing", new retail, new materials, new patents, new equipment and cross-border new cooperation.
The enterprise cooperation platform built by the Huili brand will be the most open cooperation system in China at present, that is, the "brand liberalization" system. Huili with strategic adjustment, and seize the opportunity to achieve a comeback, but this does not mean that the future development will be smooth, foreign brands are gradually occupying the domestic market, Huili want to continue to develop steadily or need to strengthen their own cultural output, grasp the quality, do a good job of word-of-mouth marketing, I believe that our domestic products will be better and better.