童年里的回力鞋 90 岁了,它的明天在哪里?| 老国货去哪儿了⑤
后来有人来问我JjU5MjUzMmI5MGRkZjk=,那个好莱坞明星穿回力鞋的网络事件是不是你们幕后策划的吗?我说怎么可能QDU5MjUzMmI5MGRmNTI=,那时候我们还没有事件营销的概念XjU5MjUzMmI5MWFjMDc=。f01550fc182001a51fc60fa213e6a8e0360830cc
桂成钢在接受《第一财经日报》时如此说道ITU5MjUzMmI5MWFkNGY=。他是上海回力鞋业有限公司的党委书记、执行董事37ba6cc0e2dc96244a378bbba83e8b62265a59b9。而他们在谈论的MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrF6iaCytc-i,正是 2008 年引爆了回力和飞跃在国内网络热度的事件——“精灵王子”奥兰多·布鲁姆被拍下在片场脚蹬了一双回力鞋MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGKfZ-9zq2i。NTkyNTMyYjkwNTY1Nw==
据爱范儿(微信号 ifanr)推测1502f6e77462bda25565ca02c56b70a02afc47a8,这个事件应该不是回力鞋业策划的营销行为418760d2e4e74b7fb533e51f3a9130c7,毕竟JTU5MjUzMmI5MGU0YTE=,“精灵王子”脚上穿的并不是回力MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrF6jGO9uKmi,而是早已被换血成为“法国精品”的 Feiyue(飞跃)球鞋77c5a5ea079273d5da91a62b055a6813。MDAwMDAwMDAwMH6No9-EtrDdjaCdqLKHkZy8sqGi
97c5347949bc2985660cd45f2e66d4fcd46b2f80
IzU5MjUzMmI5MDVhNzE=
141231e8150da[1**********]37fe4f79
(放大来看94ff9e944a2a3dcc674c3c621221801e,可见鞋上字母为“FEIYUE”JDU5MjUzMmI5MGU4ODU=,图自 Just Jared)JjU5MjUzMmI5MDVkMjg=
虽然照片里的鞋子并不是回力MDAwMDAwMDAwMIijjZuDzLjegaN7ZrF6jGe8k7Gi,但由于飞跃和回力经典款在外形上颇为相似d99187d50d84b868889261d025b52b7ab0910ab0,都是“回忆里国货的模样”f231f7727d05afb6cf223f2d130aa673。由此c923417e9262935d4ca706e155fbd13a,在事件发酵下58f64016c5b67ab5049d6ce5a07635efd04e3964,两个品牌在国内市场都迎来了一片“复兴”之势59696f76eab67d834ee540b1ba742a6498ed3414。d66a680eda4650a9ae030628eb4a4a98
41976b983faf4c9dd6998fa8ecf9e68a
ada36eb2afd1a2d95eac742b7f3b619d
d28dea011e001af0d8f40f9553d895e9c96f5f01
(和飞跃款式相似的回力鞋 WD-2 JjU5MjUzMmI5MGYwNzE=,图自贴吧)f197eed1e0ac8d3a4b4c6ce103d0d2f2738dc3db
从“八吉”到“回力”7eab7c73390a56c56ab76f1a89686269,靠创新和营销坐上“潮”国货宝座XjU5MjUzMmI5MDY1NWY=
1927 年NTkyNTMyYjkwZjMxNw==,上海塘山路 41 号出现了一家名为义昌橡皮制物厂的工厂MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrF6kK2xzqmi,生产着一款名为“八吉”的套鞋de14e48a003c5010787654daa71a698ee43415a6。这款鞋子MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF6kGO8y62i,不仅名字有东洋气息0d0789d86b951cdf52c2b0f09696b54cc62e3837,连制造它的工厂里聘用的也是日籍技师NTkyNTMyYjkxYjZiZA==。df4c78c60210baac7ce816304499da4b
98bf89ca877343a05a76dc1f355c9c3b
75327b5b2f2cd03510a5370331c1004e3722ada3
ebf380cd3c40a1878e604a92176ffaa9
随后几年90ef85943d4703633ab0febaad2bdcccdfdb3547,它虽曾濒临破产1bdb7805707c61b43a57e60435fb5b4c82d6c37c,但还是生存了下来7076d3175a1fbb9dfe814a1bf9bf7bf4e94ced62,并于 1934 年更名为正泰信记橡胶厂f25ca86ce2b386b5c8d03ba66b3c35e0。时任胶厂经理的薛铭三ITU5MjUzMmI5MGZjNDY=,想要通过品牌重塑JjU5MjUzMmI5MGZkOGQ=,来体现企业在竞争激烈的市场中不畏艰难的毅力和勇气MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrF6kZ69qLWi,并为“八吉”发起新名称和商标的征集活动IzU5MjUzMmI5MWI5NmQ=。5e5be805e7003bd6cc5e470719e1d4f7b124e785
毕业自杭州美院的袁树森9794d4dfa93f44d1c6bb8ad159ae06556e014d1d,设计了一个包含弯弓搭箭的古希腊勇士形象以及“ Warrior”字样的商标fad0a9920cce02153fdf7b43beb614282de41bca,因贴合当代青年人崇尚勇敢、想做勇士的心态而成功当选JDU5MjUzMmI5MWJhYjc=。而“回力”之名f824fe[1**********]fe6271f34153a0b3f11671d,也来自于“Warrior”一词音译ITU5MjUzMmI5MTA0MzE=,并蕴含“回天之力”一意4a2a49859c50f2ab88297642a46ab6eff5c7f9e2。MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrF3kZ2x26Wi
XjU5MjUzMmI5MDZlYjY=
IzU5MjUzMmI5MDcwMDA=
b7ffbcecf895dcea65aa287fe50502d1
袁树森也因此成为了回力鞋的设计师MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrGHeGOypa2i,设计了日后将获国家银质奖的 565 回力球鞋XjU5MjUzMmI5MWJkNjQ=。直至今日为止a571a6f8471f19c8c8cda312e26ce5f4bb51b124,仍是回力旗下一款非常受欢迎的产品7d63db2933aef482df0864197ebaec1641acbe2c。XjU5MjUzMmI5MDcyYzA=
MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrF3mq2wpb2i
10e17d5c4c44e246c1735514b1d99d31f2678588
3b766ae7641adfb507b853e5d894ea59243fc766
1935 年MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrGHeGawqLmi,中文“回力”和英文“Warrior”商标正式注册MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrGHeGextbWi,作为运动鞋的品牌004ad738e7a717c12fb9e76eca48b246e409b08e,“回力”正式问世95c1556a9e9a47ecf6f3993c84b0f66b。NTkyNTMyYjkwNzg0NQ==
薛铭三对回力的改造909a4c77c686a05bfb8b7a10c[1**********]f27f,并没有止步于名字和商标1bd95f23763f2cead0b1357ba1436c2d03293b71,他一方面带领团队对布面球鞋技术进行改进28d4d7c861125a89ad61ffb3042730aed9e9d45a,并打造流水操作地生产方式以提高效率MDAwMDAwMDAwMIijjZuDzLjegaN7ZrGHeaCwuLWi,降低生产成本;另一方面采取大胆的宣传推广手法JjU5MjUzMmI5MWMxNTU=。XjU5MjUzMmI5MDc5OTE=
1948 年NTkyNTMyYjkxMTE5MQ==,回力刚推出新型的弓形特制球鞋MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGHfKu9qLGi,由于正值“全运会”在上海江湾体育场举行0dfce04035756d4d1c2d6f4d69bb335c,他们不仅买了一块大型广告版dc3c7f59c[1**********]aaf92694c1a0,甚至雇飞机从空中飞撒宣传单5fed7fa1bd3b3e4101835b2e2cb18ae2,风头一时无两MDAwMDAwMDAwMHmNjZuDzLjegaN7ZrGKhKuyuLmi。XjU5MjUzMmI5MDdhZjQ=
在“全运会”结束后XjU5MjUzMmI5MTE4Mjk=,因辽宁省地区的解放战争已经开始a0441f3c1147e4d896fb1d503d77e31d39392583,辽宁省篮球队成员并无法返乡QDU5MjUzMmI5MTFhYzA=,正泰橡胶厂收留了他们e883188c977146951dcb7f3df7375669,随后成为了“回力篮球队”主力成员MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrGHfZ2xy8ui,转战各地85ad8f8bdcc195983fa7e919ab6fcc87,为“回力牌”打响名声697e76e5da854b2a3dc[1**********]a24864476d,并树立回力牌鞋子作为专业运动鞋的形象00d49be87930c74ccfe16c92c177abe5。MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrF3m5ywk62i
MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrF3m52ypbGi
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF3m56828-i
MDAwMDAwMDAwMIijjZuDzLjegaN7ZrF3m6Cwzq2i
那时的回力e5ec6a811664ac5220173c8dcc2fa82b7130423a,就跟耐克一样MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGHgKu826Wi,一直以来都与中国的专业运动员保持密切的关系9c6713965bf996d812c6bdb61ef3deca。从解放前的全运会ITU5MjUzMmI5MTI0MWE=,到为中国篮球队设计的 565XjU5MjUzMmI5MTI1NjI=,再延伸至其它运动类型20f19542d3121bd94f3c9ae791e2d9ca01ce66e3。db852979cb75f3a5014af[1**********]762a4be4
fa5fe6ab54f16ade68f094ef65f5ffabbd720f65
f31a79c0ab342d16d3e8136e214e7ed2
JDU5MjUzMmI5MDg1ZGM=
(女排队员郎平与回力技术员沈松林研究产品)ITU5MjUzMmI5MDg3MzQ=
在设计过程中56552a74cc0991687ee67d5b6436fcafc55b9d3c,回力会邀请运动员来和设计师一同讨论运动鞋的设计MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrGKhGawta2i。郎平、周晓兰、陈招娣等女排运动员都曾到工厂和技术人员对排球鞋的设计进行交流JjU5MjUzMmI5MTI4MDc=,并最终穿着回力鞋在 1984 年拿下了第二十三届奥运会冠军MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrGKhGexy8-i。ITU5MjUzMmI5MDg4N2U=
MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrF3nme827Wi
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF3n5uwqLWi
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF3n5yxpcei
当然IzU5MjUzMmI5MTI5NTc=,除了运动员之外NTkyNTMyYjkxMmFjNA==,热爱回力的MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGHgZywqLmi,还有一群发明了“拿白粉笔为回力白鞋化妆”的年轻人6b465e7edea91b2d55de7f1670b5b8ba。对于学生来说dc511857147c4a2ff31a77dde6ce3c2a8e1431f4,上体育课前或是参加运动会MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGHgZ6828-i,必须得换上回力鞋892f697cc1a9a4b3a2a487c7c7484708。而对于校园外的成年人cfcbe2ca706634fd6434e2f7df63d185,回力也是运动时少不了的装备MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGKhZ2xtcei。394cae[1**********]dac6ee86ce3f133
a8f709a76c51d562d58f1c67541352c1
4c31687289d84bd49832d70d2717a2ff
e688c8295c3e60c7ea80979fb8abf952c7a01b64
上世纪七八十年代JjU5MjUzMmI5MTMxNGQ=,无疑是回力最辉煌的时代dfd0800d9a4db701d5f7c68cbbe9b9cf,销售曾高达 8 亿元人民币XjU5MjUzMmI5MTM0MDc=,既是获得专业运动员认可的装备19feb771fd9b7aba372629c4f43a29c3fded23b0,亦是让寻常百姓都想悉心爱护的“潮”国货NTkyNTMyYjkxY2ViOA==。28f3a45101f425140710deaffc4970a1a0148fae
外有耐克IzU5MjUzMmI5MTM2YjE=,内有双星90c694be3c33a90a012edc50f0ce80020c079503,消逝于 90 年代的回力MDAwMDAwMDAwMIijjZuDzLjegaN7ZrF3oq28tc-i
QDU5MjUzMmI5MDk2MTk=
QDU5MjUzMmI5MDk3OGI=
5f4655fd6999dbf66b1bd63ea0aadcd6
(图自搜狐)8332763f73c1406bddfaafba393ec6ce
改革开放后a8f298a82fb23e2de1730cd690c0f7b8,国外涌入了一大批如耐克、阿迪达斯和匡威的运动品牌MDAwMDAwMDAwMHmNjZuDzLjegaN7ZrGHhGiytbWi,成为了备受年轻人追捧的潮流新品MDAwMDAwMDAwMIijjZuDzLjegaN7ZrGKhaCwpbmi。而在国内e60ef2d9c6b637c87b1bb13c96b8ef72,更为稳定的社会环境催生了大量民营企业JTU5MjUzMmI5MTNkM2I=,其中MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGHhZ6ypbGi,据不完全统计MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGHhZ-9tbGi,单是制鞋企业就有 3 万家da494971a50c5a993f4633fb096d7751ee0a255f,其中 1/3 为胶鞋厂cd7c883698d9d2ef1219d565cd60b3e600fd7a7b。1174aea7ba96af9d189fb40b69c91b26
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF3o52wqLGi
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF3o56x26Wi
0c7aaa2fefca9b026a085e25168d5f12fb36b959
(图自 Highsnobiety)eeb269e5b639546002c0757da85e561e
这个竞争情况本来就已经很严峻XjU5MjUzMmI5MTQyYmY=,更糟糕的是41f6a9b298b762e869b6025feb08da43,回力鞋作为身处上海的企业b36df9407b245123c1d7a588379c70988c177d16,比外地开放得更加晚3004aee82b3fa167f930765b08fd06338af982ab。一般外地企业在 1983、1984 年就告别了集体经济82e8b2643c16890797e04e1f9489bfa4,不会再由国家进行统购统销e712024e199a0988000d669f5285ade4,开始自主地建立销售网络9bbd67f14f5c2ae8aab789fe44b2834d9d4e4682。但回力却慢了 10 年才“入行”MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGHiGexpa2i,桂成钢说:206b319fa9e04a07a4d5a7be3b14f45823edad1c
上海比较晚IzU5MjUzMmI5MTRhOGY=,我们是到 1993、1994 年才需要自己出去找销路14b37daba4c9ecaecd5b7bb31ea5520c1656c19f,搞批发、打造销售网络8069f3aaf242d2c21393a2d54943539d,我们整个市场经济的步子比别人慢了 10 年6022738948aeb7b37eb1126ca182ed0b37940258。c62d725006915a0fba0abe5f9e2f2a4d08fcd4aa
到了九十年代中期MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGHiZ6xk7Wi,回力鞋逐渐从人们的视线中消失8b22a45269395c62d1658de12847ef6c。甚至有一段时间MDAwMDAwMDAwMH6No9-EtrDdjaCdqbJ6jaCwoqGi,在大城市里都没法找到回力鞋KjU5MjUzMmI5MTUxMzg=,只有偶尔在批发市场的小摊上才能看到0c15fb2e96f36d4d47a2dcd9c607b5ab。KjU5MjUzMmI5MGE1NTg=
从 1994 年开始a2b54a5df85636a5f52a3b89da1db67c,胶鞋公司旗下的七家工厂以一年一家的速度关闭496f5d7435e51cfc99c799d54c1d69d7a57ee66d。回力是最后一家c79160357ee809ce28d665547807ee4a,最终在 2000 年正式宣告破产MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrGKiGi8y72i。04b1fbbf87bdbc30eecbaf250d31a191d6b57053
所幸在于ITU5MjUzMmI5MTU1MjM=,“回力”这个商标转至上海华谊(集团)公司保全QDU5MjUzMmI5MTU2NzE=,并由华谊(集团)投资 80%、经营者群体投资 20%dd115bfc8b6541b13b7b05f20f19ba489df7c9de,共同组建了上海回力鞋业有限公司NTkyNTMyYjkxZGMxMA==。2006 年底7470fd2897ac2e3b51cd5268987cab98247d0dca,20%的经营者持股退出b84ea37aed99c1039ebe9bc87ba13c66f9e0a857,回力公司成为华谊集团独家投资的全国有子公司QDU5MjUzMmI5MWRkNWE=。QDU5MjUzMmI5MGE4MjU=
这时的回力JjU5MjUzMmI5MTViZWQ=,将生产部分工作包给了其它工厂MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGHjZ2w28ui,并以批发的方式销售QDU5MjUzMmI5MWRlOWY=。这个模式虽为回力“续了命”eb85cda69c8912d7c6fa7bbbbb18edc6bd31183b,但却令其失去了对市场的控制力MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrGHjZ-9zr2i,一方面利润过低MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrGHkKqxk6mi,另一方让市场上充斥着假冒产品540e78ab0d40bf1857dc4a89a5091ebe。f39087083c9bb2142135f48609412efcf6834453
08 年“国货回潮”QDU5MjUzMmI5MTYyZDY=,回力再次回到了公众视野5bc264f0003002b1c0283b899dcb8ccd66684a85
6f7eb460d01f4463b2de816091edad6a6b9e9549
KjU5MjUzMmI5MGFkYmI=
JjU5MjUzMmI5MGFmMDc=
(图自 WP)JDU5MjUzMmI5MGIwNGM=
正如文章开头所述JDU5MjUzMmI5MTY0M2I=,08 年“精灵王子”的照片在国内掀起了一片“国货”球鞋风潮MDAwMDAwMDAwMH6No9-EtrDdjaCdqbKdiGiysqGi,而其中一个被带回公众视野的品牌MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGHkGS9zqmi,就是回力4a6724547fdf890f2d8047d6e8a3a5fb6a2ec2ca。340efd3f76c3e7635bc16a760e1f34487a6196e8
同年QDU5MjUzMmI5MTY4NDA=,2008 年奥运会期间IzU5MjUzMmI5MTY5ODY=,蒙古国总统、比利时王储、丹麦副首相等国外政要ITU5MjUzMmI5MTZhZjg=,都来到了北京商厦选购中国国货回力球鞋IzU5MjUzMmI5MWUyYWQ=。MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrF6gKu9qK2i
这些信号都为回力带来的希望MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGHkZyxpa2i,并在国内国外加强了推广力度1251938b61ab31f8eff9b93acd69dacf。aef86174dd64c401a42f7f529f0fefd3baea42a4
NTkyNTMyYjkwYjViOA==
a43f1857f722d4b582784b7e414eff3d
KjU5MjUzMmI5MGI4NjI=
(图自公众号)ITU5MjUzMmI5MGI5YzU=
2010 年NTkyNTMyYjkxNmRiZA==,回力更是争取成为上海世博会特许生产商和零售商65699a8350f9c6d0bd275df5a2997dc8e7a05860,并获世博会安保员用鞋和保洁员用鞋内部招募订单MDAwMDAwMDAwMH6No9-EtrDdjaCdqbKgkGe8yKGi,回力手绘鞋还进入世博会场馆展示JDU5MjUzMmI5MWU1NDM=。在这期间开张的上海平凉路旗舰店(这也是回力的首家旗舰店)aecd0554dc3dce2ca9ec0421808e5e16fbb3e4d7,也迎来排起长龙的等待顾客7bb361ae2af7afdfe75ca553a97c9193。JTU5MjUzMmI5MGJiMzg=
简直难以想象ce7a13c95ef731e50869cd5b7158cc711c2ddac9,专卖店刚开的那个月里几乎天天排队MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGHmq2yqKmi,很多顾客都是来怀旧的NTkyNTMyYjkxZTdmNw==。fd5f6ca3bfce38324fbe8db5f9fc03e6
桂成钢说道MDAwMDAwMDAwMHmNjZuDzLjegaN7ZrGKjGexpaWi。而且b39a87e5e986f[1**********]12a38727,在世博会之后MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrGHmmWwk7Wi,大约有 800 多个加盟商找回力谈开店合作b8442878b45ac1e4729a7109d0b1fdb19b4accc0,在这时候MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGHmme9pa2i,回力才开始从原来的批发模式JjU5MjUzMmI5MTdiMmQ=,转为授权经营模式bbc10fad5d400ade515c6929cff78201,并定期研发推出新款MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrGHm52826mi,款式数超过 5000 个XjU5MjUzMmI5MTdmMjQ=,系列也有 200 多个XjU5MjUzMmI5MWVhOWM=。f62bfcc[1**********]65dfbc963bd0c8ed1665e3
2010 年到 2014 年79cf64ea5a098f1fc6b64d53c6a21a5383cf8282,回力的销售收入和利润总额平均增幅分别达到 28%和 33%KjU5MjUzMmI5MWViZTY=。cef766dfd011e2c39f5ebc4891ff4eb689c37761
90 岁的回力MDAwMDAwMDAwMHmNjZuDzLjegaN7ZrGHnqq9pbWi,也要做品牌升级了2ee55268fcba51b0f2ca90effdcd851d
324f1673bf83cdaf9551d6f9ef7f8e211ae32316
MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrF6hKyxy72i
31bfa2c204bc560dcdf3a850b1e72687
(图自回力澳洲官网)KjU5MjUzMmI5MGM2Mzg=
2014 年年底MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrGHnqywuLGi,回力宣布由 80 后的张恩祈出任公司常务副总经理XjU5MjUzMmI5MTg0NWY=,这个年轻人此前曾在国际知名投资公司中身居要职b6e3e330a8223003037a2e560ae4044b8396109b。657a9c402335a0bbf8a95393e0524de9
张恩祈带领了团队25cc5eff45a94c69f61b[1**********]0,从产品的设计、质量、营销上做一个拓展和升级MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGKjZ6x26Wi。他们请来了曾经与阿迪、耐克合作的国际大牌设计师为回力做新款设计;而在供应商选择上a8e87a2cc4e5197a0f22512ff580bee02232314d,也引入了为国际大牌做代工的工厂来负责生产加工fa6f98c3bf4872eadb431127fefb8623。ITU5MjUzMmI5MGM5MGQ=
回力的低端鞋子之前都是采用硫化工艺df3dbb2d7c37ca923879efcff18085c0,现在产品质量做了提升后会用到冷粘工艺QDU5MjUzMmI5MTg5YTc=,在材质上也会更多地采用真皮MDAwMDAwMDAwMH6No9-EtrDdjaCdqb6deKyw2KGi。KjU5MjUzMmI5MGNhODg=
张恩祈介绍道KjU5MjUzMmI5MWYyN2E=。此外ITU5MjUzMmI5MThhZWY=,回力还将智能穿戴设备作为下一个突破口MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGKkKy826mi。MDAwMDAwMDAwMHmNjZuDzLjegaN7ZrF6hZu9tcei
QDU5MjUzMmI5MGNkNWU=
3421132b2e251fbf439fbab6abeceef9d42cefcf
MDAwMDAwMDAwMHujjZuDzLjegaN7ZrF6hZ-9zqmi
(图自搜狐)0a4e8190ec66c3a892a913e4180c6618
2016 年MDAwMDAwMDAwMIijjZuDzLjegaN7ZrGHn5yxpaWi,回力设计了四款概念鞋:雨鞋不仅防水27180935c802f1831aa50853fd386faa,拆下鞋底就能变成救生圈套在手上;休闲鞋底下装了八个轮子QDU5MjUzMmI5MThlZDE=,累的时候就能变身平衡车;鞋子内安装定位芯片ca582eb1c11f79fdeceec1ff2f63a663,可以防止孩子老人走丢;有独家专利技术的“回力撑”NTkyNTMyYjkxOTE4ZQ==,安装在鞋底内9d359c16c9b7c5fd6f3d33bac8555b9fa3db914d,可以减震保护脚踝01649212d2b20cc99cfd78b329db96d4fac2e38a。MDAwMDAwMDAwMH6No9-EtrDdjaCdqL53fZ2yoqGi
未来回力会做一个衍生JTU5MjUzMmI5MTk0MjQ=,从一个毛利率低、附加值低的低端品牌JTU5MjUzMmI5MTk1NmE=,衍生出更贴合消费者需求、紧跟时尚风潮、高附加值的中高端系列产品16ee25ac93ce372ef09d18263b4ed3386baca9f1。NTkyNTMyYjkwZDQ0OQ==
张恩祈在采访中如此说道MDAwMDAwMDAwMHmzjZuDzLjegaN7ZrGKkGawqKmi。但他也强调f9827f38bb51a3ef67946fae8a5958e3,品牌的升级并不意味着对低端产品的放弃JjU5MjUzMmI5MTk4MTE=,因为MDAwMDAwMDAwMIF9jZuDzLjegaN7ZrGHomexuKmi,“回力很清楚那些价格较低的产品才是支撑回力漫长生命力的要素之一”ca9623b4a2081c6a866d6d4982d2f39eb7dca151。因此IzU5MjUzMmI5MTlhYTU=,消费者还是能找到“物美价廉”的老回力身影016cc09da4b9535a1eea8f20b9bf8532757bfa0f。MDAwMDAwMDAwMHqjjZuDzLjegaN7ZrF6iGOytbGi
而在渠道管理上MDAwMDAwMDAwMHp9jZuDzLjegaN7ZrGHo5u9uLWi,回力也计划于 2016 年开始进行系统的整合管理55eb71e9b2e7d40c14fe25f14daf4b58,并计划用两年时间强化渠道管理b8b1c0b489847568fc13e11de7542fa6bfd25d0d,增加控制力QDU5MjUzMmI5MWZjMmY=。而在 2017 年f[1**********]9d49af481a2d26206e0a,回力还启动“终端直供平台+电商平台”的营销新模式8f5f502ee4cb58275f19f5025e8b2c0872606194。MDAwMDAwMDAwMIijjZuDzLjegaN7ZrF6iGS9y7Gi
在张恩祈看来QDU5MjUzMmI5MWExMDQ=,已经 90 年的“老”回力MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGKfKuxqLGi,有着自己特质36164859cf4490a840e9ffadc9d4fa13,还得慢慢来MDAwMDAwMDAwMHujjZuDzLjegaN7ZrGKfGOwtc-i,但重要的是MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrGKfGSxy8ei,它并没有放弃4ae8a4ccce6f32791b3343794d1c2e5266597ae6。11142fe9b5a20f50d53dbf0c177d9987
一口吃不了一个胖子MDAwMDAwMDAwMHqNjZuDzLjegaN7ZrGKfGW8k62i,老公司有老公司的特质NTkyNTMyYjkxYTkzZg==,慢慢来吧ITU5MjUzMmI5MjAwMWE=。IzU5MjUzMmI5MGQ5Njk=
题图来自 Flickr073d6f948d464277b10371332ca6bd28,文中未标注图片均来自网易44e5b808c75ec9d47526daf6165e62538b4de9a2
cfb1d3e63b02d5cc5f5c5d437eb01c70