In 1984, the Chinese women's volleyball team participated in the Olympic Games for the first time, and after winning consecutive victories over Brazil, Germany and Japan, it ushered in the fierce rivals of the American women's volleyball team. When the big score was behind, the "iron hammer" Lang Ping and teammates Zhang Rongfang, Hou Yuzhu and others changed their playing style, turned the tide, and finally defeated the American team 3:0 and won the first championship in the history of the Chinese women's volleyball Olympic Games.
The women's volleyball girls who climbed the podium, the pull-back shoes they stepped on attracted attention, were sought after by the public, and lined up to buy. In that year, the pull-back shoes were sold explosively, generating an income of 800 million yuan.
At that time, the pullback is synonymous with the tide shoes, when the people's monthly salary is only more than thirty yuan, the pull back shoes are sold to 6-10 yuan, and the young people are particularly proud to have a pair of pull back shoes. It can be said that before Nike, Jordan and Li Ning, pull-back shoes were popular for an era. In almost every film or television series that tells the story of that era, it has appeared invariably.
However, the fire for a period of time of pullback, to decline, once bankrupt, after the comeback, popular abroad, sold for four or five hundred yuan at a high price.
Since 1927, after the pullback of the "hundred-year-old age", after experiencing the fires of war, the impact of reform and opening up of foreign brands, and the rise of local brands, how did it get to where it is today?
01
Foreigners fall in love with Chinese shoes
After the 1990s, with the entry of international brands such as Nike into the Chinese market and the rise of Jinjiang shoe brands, pullback shoes were gradually "snubbed" by Chinese consumers. Surprisingly, it has become a "fashion darling" in the European and American markets.
More than forty years ago, Leap produced more than 1/3 of the canvas shoes produced every year, which were exported abroad, but it really "harvested" Europeans in 2005, inseparable from a Frenchman named Patrice Bastian.
Many people know that Chinese martial arts is a "metaphysics" in the eyes of foreign friends, who not only feel that Chinese each is a "martial arts master", but also obsessed with Chinese martial arts. It was in this context that Bastian came to Shanghai. He found that the people in the martial arts class were wearing leaping shoes, and out of love, Bastian planned to buy a few pairs to take home, but found that the factory was about to stop production.
Relying on his keen sense of business smell, Bastian approached Shanghai Dabowen Shoes Co., Ltd. and won the trademark use of The Leap Canvas Shoes. On the basis of the classic model, he added oriental elements such as "Shaolin culture and Chinese culture" to design a new shoe type, and successfully turned a pair of leaping canvas shoes priced at only more than 30 yuan into a fashion upstart, with a premium of several times or even more than ten times.
The climax occurred in 2008, when the star of the movie "The Lord of the Rings" Orlando Bloom appeared on the set of "New York, I Love You" wearing flying shoes, making netizens exclaim that this shoe was even more fashionable than Converse, triggering a flying shoe mania, and even the phenomenon of "human-to-human" phenomenon.
Not only Beckham, Ben Affleck, who starred in "Pearl Harbor", Britney could not escape the charm of flying canvas shoes, Poppy Delevingne, the brand ambassador of Chanel & Versace, was also found to jump to participate in the event, and even South Korean star Song Joong-ki and EXO member Canlie were also flying shoe fans. Not only celebrities, but also the number of ordinary people who wear fashion shoes is innumerable, and the leaping shoes are also popular in more than 50 countries such as Britain, France and the United States.
The domestic price of 79 yuan black classic pull-back shoes, if you want to buy on the global shopping platform eBay, you need to pay more than 600 yuan, the price increase of nearly 8 times, if you want to buy another low-top men's shoes with a white background silver label, you need to pay more than 563 yuan. These pull-back shoes have a praise rate of more than 90% on the platform, and some have reached a 100% praise rate.
Pull-back shoes on eBay are less on sale, and with "leaping canvas shoes" as the keyword search, the list bar appears more than 130 kinds of goods on sale, of which more than 98% are classic models, shipping places not only China, but also the United States, Britain, Germany, France, Australia, Malaysia, Luxembourg, the Netherlands, Italy, Belgium and other places.
In Taobao, the red, yellow and blue classic track and field shoes cost 55 yuan, and the list price of Chinese merchants on eBay is close to 200 yuan, while the price in the UK is as high as 500 or 600 yuan. Some American merchants sell more than 640 yuan, according to the store information, this shoe has sold 232 pieces, buyer satisfaction reached 100%.
Pull-back shoes are in full swing in china, and domestic changes have also taken place.
02
The value is not more than a hundred pullbacks
It has become the "new favorite" of fashion wear bloggers
Yang Yang, a post-90s boy, did not expect that he would one day enter the pit of pull-back shoes.
Yangyang loves board shoes, and the brand prefers Nike. When brushing a short video of Douyin, he accidentally saw the Air Force No. 1 high-top board shoes that Huili was selling, and placed an order with the attitude of trying it out, but he did not expect to receive a windfall. "I haven't worn the pullback before, but this shoe is really good, I personally think it is not much different from the high-priced shoes, from the style, price, quality can not be faulted."
Now in Yangyang's shopping cart, 2/3 are domestic products. After this shopping experience, Yangyang said that he will try other shoe types in the future, and more and more young people like Yangyang favor domestic products.
During the rush hour of work on weekdays, the author found that there were 7 passers-by pedaling pull-back shoes in less than an hour, most of which were leaps, most of which were classic red, white and blue models. Seven passers-by were young people, of whom 6 were young girls.
Once, fashion bloggers wear the first choice of AJ, coconut shoes, Gucci and other foreign high-end brands, and now has changed a look, affordable domestic products have become "yyds".
On the Little Red Book, a single pair of pull-back shoes that are not more than 100 has become the "new favorite" of the bloggers who are "tricky" in fashion, and there are more than 90,000 notes about its planting. A note by the blogger nicknamed "Late Night Teacher Xu" recommending four pullback shoes (pullback training shoes, leap cookie shoes, flying bread shoes, and leaping thick-soled horseshoe shoes) received 82,000 likes. There are also many pull-back shoe evaluation videos on station B, and many people regard pullback as a necessary tide shoe.
According to the survey data released by the Prospective Industry Research Institute, in the 2021 National Tide Clothing, Shoes and Hats Consumer Recognition Ranking, Huili ranked fourth, and the first ones were ANTA, Hongxing Erke, and Li Ning.
As young people shift their gaze to pullback, its performance continues to climb. The data shows that in 2018, Huili sold 80 million pairs of shoes, and the market retail sales were close to 10 billion yuan. The Tmall flagship store alone achieved a turnover of more than 200 million yuan that year, and in the four years from 2014 to 2018, sales increased by more than 65 times.
In less than two years, the sales of pull-back shoes in Pinduoduo have approached 1.4 billion yuan. On August 4, the Douyin flagship store Douyin account with 890,000 fans broadcast live for 4 hours and 19 minutes, with a total of 141,400 views and estimated sales of 106,700 yuan. From August 5 to August 7, its average live broadcast was 20 hours, and its estimated sales in a single day were 322,300, 337,900 and 366,700 yuan, respectively. According to the calculation of 320,000 yuan, the live broadcast of the huili flagship store for one month can generate nearly 10 million yuan in revenue.
Another 200,000-fan leap shoe Douyin account, in the past week, single-day live broadcast sales are about 100,000 yuan, August 2 live broadcast for 16 hours, sales of nearly 300,000.
Such a result could not have been imagined by the pullback of more than 20 years ago. In 2000, the last shoe factory under Huili, Shanghai Footwear General Factory, announced the suspension of production, and the story of national brand self-improvement came to an end...
03
How to unlock the Fortune Password?
Unexpectedly, the huili peak circuit turned.
In that year, Huili was rescued by Shanghai Huayi Group and became its wholly-owned subsidiary, so it did not disappear. But the days of pullback have been tepid, with a loss of 250 million yuan in the three years from 2005 to 2008. Until recent years, the pullback force has begun to slowly warm up.
How did it come to be in a desperate situation and come to light again? Its rebirth is inseparable from internal and external factors:
1. Changes in aesthetic cognition and consumption preferences
Young people's spending preferences are changing. In the past, consumers only had big brands, lipstick to buy Armani, Givenchy, Dior, and now a perfect diary of eighty or ninety yuan small fine roots, forty or fifty yuan of childish spring velvet matte lip glaze has long been filled with makeup bags. They gradually found that domestic products do not lose big names in appearance and functionality, and many domestic cosmetics have become big names, regaining the market share seized by Japan, South Korea and the United States.
For example, in 2020 Double Eleven, domestic product Perfect Diary and Huaxizi Tmall Makeup ranked in the top two with a turnover of 502.77 million yuan and 347.4 million yuan respectively, leaving international brands such as Armani, Estée Lauder, Lancôme, and YSL behind.
According to Ai Media Consulting data, 82.41% of millennials tend to buy domestic products. Walking on the street, young people wearing national sportswear such as Anta and Li Ning can be seen everywhere. During the National Day holiday last year, the sales volume of Douyin e-commerce domestic apparel increased by 840.39% year-on-year. At the hot outlet of domestic products, the simple and fashionable pullback has naturally become the favorite of young people.
2. Classics never go out of style
Pullback's red label series on a white background, red, blue and white track and field canvas shoes, from the time of our parents, after decades, are still classic bestsellers. The former is priced at less than 80 yuan, divided into red, blue, green, black and other colors, with a monthly sales of more than 4,000 orders. The latter on the basis of the athletics shoes 501 series, made an upgraded 331 series and an improved 8108 series, the improved version of the red, white and blue color changed to white gold, fashionable and elegant.
It is worth noting that the flying red, white and blue classic canvas shoes are still the highest-selling products in its Taobao flagship store, and they are also popular in overseas markets. In addition, Feiyue has also developed a classic half-slipper of red, white and blue, and its monthly sales have exceeded 1,000. According to the sales data of Taobao's flagship store, The flying classic canvas shoes sell more than 6800 orders per month.
Classic models with sophisticated production experience, a strong fan base, a stable production line, and a long life cycle, are money-making perpetual motion machines.
3. The explosion continues
The frequent appearance of new models is a grip to attract young people, especially the continuous follow-up of the explosive shoe types on the market, which I use.
Such as the air force No. 1 shoes, coconut shoes, German training shoes, low-top canvas shoes similar to vans, etc., so that young people who chase beauty and are concerned about cost performance flock to it, one of which is priced at 139 yuan of men's coconut shoes, monthly sales exceed 3,000 singles, huili german training shoes have become the first to wear fashion shoes recommended by many fashion bloggers.
Many young people who like Air Force One shoes are constrained by a limited budget and are discouraged from Nike, and pullback has become their best choice. "What I'm looking for when I buy shoes now is to look good and comfortable." Yangyang turned from loyal Nike fans to pull back, bought a pair of Air Force No. 1 shoes, and looked at its Nike appearance and the price of domestic products.
Although the pull-back shoes have repeatedly won in terms of appearance, they have fallen into the "plagiarism" storm. At present, although it can overtake in curves, enterprises must simply weigh the pros and cons and establish an effective innovation system to win.
It is worth noting that Huili is also actively innovating, inviting overseas designers from Adidas and Nike to make new models, integrating social hot theme elements into product design, and launching trend partner joint models, hot pot shoes, ice cream shoes, biscuit shoes, etc. It is reported that Shanghai Pull back shoes industry launches at least 200 series and more than 5,000 styles of shoes every year. In addition, Huili also held a design competition to collect concept shoe creative solutions around the world, cooperate with the school, collect the aesthetic expression of young people, and actively absorb talents...
Whether Huili can take up the banner of "the light of domestic products" can not only focus on how it is doing at the moment, but also look at how it will do in the future.