Fashion Beloved Warrior Shoes Market'S Pricing Causes Disputes

September 8, 80 year old Warrior shoes Yintai open cabinet

　　 price The post-90s are the main purchasers

Warrior shoes are back! Last Saturday, Yintai quietly opened a 20 square meter small side cabinet on the 7th floor, and there were "Warrior Shoes" on the shelf.

This is Warrior shoes fading out of the mainstream market More than ten years later, taking advantage of the "nostalgia" to return to the first-line shopping malls, the first counter opened. More than 30 pairs of shoes can be sold every day after opening. Surprisingly, the main buyer is the post-90s who are not familiar with Warrior shoes.

Old brand sneakers become trendy brands

Returned Warrior shoes are familiar and strange. Warrior shoes, the oldest sports brand in China, was founded in 1927 and registered as a trademark in 1935.

For a long time, it was fashion Label for. Later, with the rise of imported sports brands, they gradually withdrew from the mainstream market.

However, fashion is mostly reincarnation. "In recent years, Warrior shoes in English have been recognized in European and American fashion circles." The relevant person in charge of Yintai said that Warrior shoes, as "very Chinese" elements, have become popular among a group of foreign fashion people.

Therefore, Warrior is included in the list of fashion brands by Yintai, instead of being classified as a sports brand according to tradition.

The product style is also very different from the past. In the newly opened counter of Yintai, you can see the most classic version of red LOGO with white canvas, as well as hundreds of other styles such as check, stripe, which makes you feel familiar and unfamiliar.

It is reported that from last Saturday to yesterday, more than 30 pairs of Warrior shoes have been sold every day since its opening two days ago. The best seller is the classic model with white background and red lines, which can sell more than 10 pairs a day.

Surprisingly, the main buyers are not the post-70s and post-80s generation who have a good memory of Warrior shoes, but the post-90s generation who are not familiar with them and become their loyal fans.

According to the analysis of the relevant person in charge of Yintai, the post-90s generation is enthusiastic about Warrior shoes, which is the opposite of the previous generation. It is not because everyone wears them that they want to buy them. Most of this generation don't care whether the brand is well-known or not. They don't like the big LOGO and strongly advertise their uniqueness.

Pricing once made the manufacturer's shopping mall very tangled

On the opening day of the counter, Gui Chenggang, Secretary of the Party Committee of Shanghai Huili Shoes Co., Ltd., also came to Yintai. At first, Yintai and the brand owners had quite different opinions on how to price the Warrior shoes returned to the first tier stores.

Because of the dealer distribution mode, there is no unified pricing for Warrior shoes in China. "We plan to sell a pair of classic models for 200 yuan," Gui Chenggang said, not without confidence.

In Europe, the classic version of Warrior shoes sells for 50 euros, while in the United States it can sell for 60 dollars. Gui Chenggang believes that

The high-end shopping malls in the city are worth this price when they return as "trendy brands".

However, the person in charge of Yintai insists that the price of about 70 yuan per pair is appropriate. In the street shops on Wangfujing Street in Beijing, Warrior shoes are also sold at this price.

Yintai won after a few tugs. The final price of Warrior shoes is 79 yuan.

Behind the pricing differences between the two sides is actually the different judgment on the market positioning of Warrior shoes. It's easy to return to the shopping mall, but the person in charge of Yintai believes that it will take time to test whether it can stand firm and return to the forefront of fashion. "It depends on the innovation ability of the Warrior brand. If we can continue to provide innovative goods, the market will become better and better. If the design ability can not keep up, it is just a gust of wind." So far, the person in charge of Warrior shoes is very optimistic about the future prospects.