Back to Hangzhou shopping mall will be the first to open.

Huili shoes plans to open counters in the domestic shopping malls.

Its first stop is Hangzhou Yintai Department Wulin store, and its neighbourhood in the first floor is Nike, Adidas and other sports big names.

Return of genuine Chinese products

The price range is between 200 yuan and 400 yuan, and the rubber bottom of canvas fabric has many kinds of color matching according to the classic model of the old lady and the popular colors in China. They are all series of foreign trade products. This is the general situation of the shoe that will be sold in the mall.

A responsible person in charge of investment, said, although all are back shoes, and now sell twenty or thirty yuan in the shop back shoes are two different things.

Overseas sale of domestic products

At the beginning of this year, when a representative of a sports brand in Hangzhou and manufacturer representatives chatted, they learned that the shoes were selling well abroad, and they were very popular in Europe, the United States, Malaysia and Hongkong.

In France, Holland and other countries, there are shelves which belong to Huili brand, priced from 29.9 euros to 49.9 euros (about 250 yuan -430 yuan).

The sale of the power shoes abroad has a Western name Warrior.

Huili is the homophonic of Warrior. In 1935, CHINT Shanghai officially registered the English "Warrior" and the Chinese "back force".

The sports brand agent learned that a few years ago, a French agent found a rebound shoe in China and bought a batch of sneakers to sell in Europe.

This canvas rubber shoes originally positioned for sports shoes were quickly recognized by local customers.

The concept of consumption abroad is that fashion is not high above, but a part of life. The look of the back shoe is very classic, and it has decades of brand history. It is fashionable and easy to wear with everyday wear.

Similarly, in Hongkong and Malaysia, Huili shoes have become popular fashions.

After its popularity in Europe, its books were also published. A Chinese Ye Shumeng, who had moved abroad from abroad, wrote a book about Book shoes, called "the of Warriors".

In the author's view, the design of the shoe is quite classic, and the history of Chinese people wearing back shoes is a microcosm of Chinese social development and "board shoes" culture.

Now, the annual sales volume of Huili shoes reaches 200 million yuan, of which the proportion of foreign trade is greater than domestic sales.

On the official website of Huili shoes, there are specialized export trade series.

The emergence of traditional domestic rubber shoes

Not only is the force back, but the national brands such as leaps and shoes are returning to the mainstream consumer market.

They turn into fashion in the European and American markets, behind which a business team designs, packages and sells higher prices.

French Patrice Bastian (Patrice Bastian) discovered "leaps" rubber shoes in Shanghai in 2005, and together with his friend and designer Charles Munka (Charles Muka), he set up a new "leap" creative group.

After planning and packaging, in February 2006, the new "leap" series for European and American markets was born, ranging from 50 euros to 120 euros (about 430 yuan -1030 yuan).

Now leap in Europe and America, Japan has sales.

In 1950, the PLA General Logistics Department launched the first military uniform of the PLA after the founding of new China, including the release of shoes, which has swept the country for 50 years.

In twenty-first Century, because of its low quality and low price, it became the symbol shoes for construction workers.

In 2003, Ben Walters (Ben Walters), an American living in Shanghai, created a Ospop company to cooperate with the Sirius shoe industry (Jiaozuo) to produce Ospop shoes.

He basically retained the traditional "relief shoes" classic appearance, only made some improvements to the shoes, making them more comfortable and firm. In order to mark the obvious, he added a word plate to his shoes.

In Europe and the United States, a pair of Ospop shoes is priced at 75 US dollars (about 510 yuan).

Adventurous attempt

Decades of brand recognition and popularity in foreign countries, priced at tens of euros, are all the "capital" for returning shoes to enter domestic shopping malls.

Hangzhou's sports brand agent said that dared to open the first counter in Hangzhou because he observed that Hangzhou's consumption concept was biased towards leisure and fashion, and the location of shopping malls was rich in urban culture. Customers thought it would be fashionable to spend hundreds of dollars on shopping shoes in the mall.

But he admitted that it was a bit risky.

Although it has been more than 70 years ago, the "back force" basketball team has been specially established in the middle of the last century. Until the 70s of last century, it was a symbol of sports and leisure footwear. However, after the reform and opening up, a large number of sports shoes brands entered the Chinese market, and the brand of Huili shoes gradually declined.

Many young people may not have heard of this brand nowadays.

At the same time, there are only 4 types of sports shoes that are popular overseas, and 20 shoes are converted to color matching, and the quantity in the domestic market is far from enough. Because of the different understanding of fashion trends, domestic consumers need more colors and styles to choose from.

It will take some time to replenish the adjustment.

Overseas, there are clothes and bags matching the shoes.

The agent decided to start with shoes first, sell shoes only in Yintai Wulin store, and launch other products after the fashion recognition of the back shoes became strong.

He hoped that customers would be able to quickly identify shoes like CONVERSE shoes, both of which were canvas rubber shoes, and the price of back shoes was slightly cheaper than CONVERSE's.

Young customers over the age of 16 are the biggest potential customers. He hopes to attract older consumers with well-known brands of Chinese goods.