After 90, Hot Shoes &Nbsp; Return To Mainstream.

80 years old

Price fluctuation

Back shoes! Back last Saturday, Yintai 7 floor quietly opened a 20 square meter small side cupboard, on the shelf actually placed a long absence of "back shoes".

This is the first special counter that has been released from the mainstream market after more than 10 years.

More than 30 pairs of shoes can be sold every day after opening.

Surprisingly, the main purchasing force is actually not familiar with the back of the 90 shoes.

The return shoes are familiar and strange.

The shoe is the oldest sport brand in China. It was founded in 1927 and registered in 1935.

For a long time, it is the label of fashion.

Later, with the rise of the brand of imported sports, it gradually withdrew from the mainstream market.

But fashion is mostly reincarnation.

In recent years, the English "Warrior" shoes have been recognized in fashion circles in Europe and America.

Yintai related person in charge introduced that, as a "very Chinese" element, the shoes of "Huai" were popular in a wave of foreign fashion people.

Therefore, Huili has been included in the fashion trend by Yintai instead of traditional sports brand.

The style of the product is also quite different from before.

In the new counter of Yintai, we can see the most classic sections of red LOGO and white canvas, and hundreds of other styles such as lattice, stripes and so on, which make people feel familiar and strange.

According to the introduction, from last Saturday to yesterday, two days of opening, the average strength of shoes can be sold more than 30 pairs per day.

The best seller is the classic white version, which can sell more than 10 pairs a day.

Unexpectedly, the main customers are not 70 or 80's who have a good memory of their shoes, but they are not familiar with their post-90s.

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Yintai related responsible person analysis, 90 after the hot shoe, and the previous generation is the opposite, not because everyone wants to buy.

Most of the generation doesn't care whether the brand is famous or not, and doesn't like LOGO too big and strongly flaunt its uniqueness.

Pricing has made manufacturers shop very tangled.

On the day of the opening of the special store, Gui Chenggang, the party secretary of Shanghai Hui Li shoes company, also came to Yintai.

The first step back to the front line shopping mall how to make the price of the back shoes, at the beginning, Yin Tai and the brands were quite different.

Because distributor distribution mode is adopted, there is no uniform pricing in the domestic market.

"Classic plan, we plan to sell 200 yuan a pair."

GUI Cheng steel called out the price, not without the bottom line.

In Europe, the classic version of the shoe sells for 50 euros, while the US sells for 60 dollars a pair.

Gui Chenggang believes that in the high-end shopping malls in the first tier cities in China, the return value of "tide brand" has changed.

However, the head of Yintai insists that the price is about 70 yuan per pair.

In the street shops of Wangfujing street in Beijing, Huili shoes also sell this price.

Several times saw, Yintai won.

The final price of the shoe is 79 yuan a pair.

The difference between the two sides is actually a different judgement of the market positioning of the shoe.

It is easy to return to the mall, but if we can get a firm foothold and go back to the front end of fashion, the head of Yintai thinks it will take some time to test it.

"It depends on the innovation ability of the brand.

If we can continuously provide new products, the market will become better and better. If the design capability is not enough, it will be just a gust of wind. "

So far, the person in charge has expressed considerable optimism for the future prospects of the shoe.