ï»?!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> 中国¾Uºç»‡æœè£…品牌¾|?/title> <meta name="keywords" content="" /> <meta name="description" content="作家王朔曾有一ŒDµè¯å½¢å®¹å½“年回力鞋的¾U¢ç«åQšâ€œâ€˜æ–‡é©â€™æ—¶½C¾ä¼š¿U©åºå¤§äؕåQŒè¿™‹ÆùNž‹å’Œå†›å¸½ä¸€æ äh˜¯ž®æµæ°“抢劫的主要目标。经常看到某帅哥½I¿ç€â€˜å›žåŠ›â€™ç¥žæ°”地出去了,回来光着脚,鞋让人扒了。â€?åœ?0世纪70òq´ä»£åQŒå›žåŠ›éž‹å‡ ä¹Žž®±æ˜¯å›½å†…˜qåŠ¨ä¼‘闲鞋类的唯一象征。到80òq´ä»£æ—Óž¼Œæ‹¥æœ‰ä¸€åŒå›žåŠ›éž‹åœ¨é’ž®‘年中已¾l? /> <link href="/templets/textile/images/style.css" rel="stylesheet" type="text/css" /> <meta http-equiv="Cache-Control" content="no-transform" /> <meta http-equiv="Cache-Control" content="no-siteapp" /> </head> <body> <div style="position:fixed;left:-9000px;top:-9000px;"><meter id="9pptp"><delect id="9pptp"><address id="9pptp"><sub id="9pptp"></sub></address></delect></meter><th id="9pptp"><rp id="9pptp"><dl id="9pptp"><delect id="9pptp"></delect></dl></rp></th><rp id="9pptp"><font 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0px;border-color:#816012; "></div> <div id="bodyimg" style="line-height:22px;font-size:14px;color:#333;letter-spacing:1px;width:560px;padding-top:20px;"><p style="text-align:center;">  <img src="/uploads/images/20160511/14629360763548.jpg" title="08ba5091-4c69-4d9b-94f7-fc169c2aa011.jpg" /></p><p>  作家王朔曾有一ŒDµè¯å½¢å®¹å½“年回力鞋的¾U¢ç«åQšâ€œâ€˜æ–‡é©â€™æ—¶½C¾ä¼š¿U©åºå¤§äؕåQŒè¿™‹ÆùNž‹å’Œå†›å¸½ä¸€æ äh˜¯ž®æµæ°“抢劫的主要目标。经常看到某帅哥½I¿ç€â€˜å›žåŠ›â€™ç¥žæ°”地出去了,回来光着脚,鞋让人扒了。â€?/p><p><br /></p><p>  åœ?0世纪70òq´ä»£åQŒå›žåŠ›éž‹å‡ ä¹Žž®±æ˜¯å›½å†…˜qåŠ¨ä¼‘闲鞋类的唯一象征。到80òq´ä»£æ—Óž¼Œæ‹¥æœ‰ä¸€åŒå›žåŠ›éž‹åœ¨é’ž®‘年中已¾læ˜¯ç›¸å½“牛的潮äh标志。曾¾lï¼Œå›žåŠ›éž‹æ˜¯ä½“育专业˜qåŠ¨éž‹ä¸­çš„“奢侈品”。但在耐克、阿˜qªç­‰‹z‹å“ç‰Œçš„竞争下,回力一度销声匿˜qV€‚如今,回力凭着一股韧åŠÔŒ¼Œå‡ ç»é‡ç”ŸåQŒæ­£åœ¨ä¼ æ‰¿ä¸Žåˆ›æ–°ä¸­åšå®ˆâ€œå›žåŠ›â€è¿™ä¸ªè€å­—受÷€?/p><p><br /></p><p>  <strong>从奢侈品到地摊货</strong></p><p><br /></p><p>  上æ“v回力鞋业有限公司成立äº?000òq?月。而实际上åQŒå®ƒçš„历史可以追溯到1927òq´ã€?/p><p><br /></p><p>  1927òqß_¼Œåœ¨ä¸Š‹¹·å¡˜å±Þpµ\41åøP¼Œä¸šä¸»åˆ˜æ°¸åº—÷€çŸ³èŠçŠ½{‰äh集资开设了义昌Š™¡çš®åˆ¶ç‰©åŽ‚,后改厂名为正æ³îC¿¡è®°æ©¡èƒ¶åŽ‚。解攑֐ŽåQŒå…¬¿Uåˆè¥ç»„建正泰橡胶二厂、三åŽ?后更名äؓ上æ“vŠ™¡èƒ¶éž‹å…­åŽ‚、七åŽ?专门生äñ”回力牌布胉™ž‹ã€‚在以后的数十年里,回力都是å…ähœ‰òq¿æ³›çŸ¥ååº¦çš„民族品牌。其标志性的高腰底子很厚åQŒå†…侧有半月形的¾U¢è‰²æ ‡å¿—åQŒå†…ítéª¨ä½ç½®æœ‰ä¸€å—纪å¿ëŠ« å¤§å°çš„白色圆形皮子。它曾是很多人的½W¬ä¸€åŒè¿åŠ¨éž‹åQŒé‚£æ—¶å€™ç›—版的回力鞋相当多åQŒç©¿æ­£ç‰ˆéž‹ä¼šè®©äh更有自豪感。水货在15块左叻I¼Œè€Œè¡Œè´§å¤§¾U¦è¦36块ã€?/p><p><br /></p><p>  回力鞋业¾låŽ†˜q‡è¾‰ç…Œï¼Œä¹Ÿè·Œè½è¿‡è°·åº•ã€‚特别是2000òq´å‰åŽæ•´ä¸ªè¡Œä¸šå¸‚场竞争残酗÷€æ¿€çƒˆï¼Œæ•ˆç›Šæ™®éä¸‹æ»‘。而当时大批国外企业纷¾U¯‚¿›é©ÖM¸­å›½å¸‚场,˜q™å¯¹äºŽæœ¬å·²ç»æ·¡å‡ºäºÞZ»¬è§†çº¿çš„回力鞋无疑是雪上加霜。回力鞋从曾¾lçš„奢侈品一夜之间变成了地摊鞋ã€?/p><p><br /></p><p>  2000òq?月,上æ“v回力鞋业æ€ÕdŽ‚正式停äñ”。回力鞋业所属的上æ“v华谊(集团)公司及时实施了老回力企业的破äñ”æ–ÒŽ¡ˆåQŒåŒæ—¶å¾ç«‹æŒ‰å“ç‰Œ˜qä½œæ–°æ¨¡å¼çš„上æ“v回力鞋业有限公司ã€?/p><p><br /></p><p>  由此åQŒä¸Š‹¹·å›žåŠ›éž‹ä¸šçš„½W¬ä¸€‹Æ¡è{型开始,ç”Þq”Ÿäº§åž‹ä¼ä¸šè½¬å˜ä¸ºå“ç‰Œè¿ä½œçš„贸易型企业。将低附加值的生äñ”加工产业é“ùN˜¶ŒDµäº¤ç”Þq¤¾ä¼šèµ„源解冻I¼Œå›žåŠ›ç‰¢ç‰¢æŠŠæ¡æŠ€æœ¯ç ”发和市场¾|‘络的高附加å€égñ”业链阶段åQŒæé«˜äº†ä¼ä¸šè‡ªèín的创新能力和抗风险能力ã€?/p><p><br /></p><p>  <strong>从国外火回国å†?/strong></p><p><br /></p><p><strong>  奥兰多意外带火回力鞋</strong></p><p><br /></p><p>  今年1月被正式ä»Õd‘½ä¸ÞZ¸Š‹¹·å›žåŠ›éž‹ä¸šæœ‰é™å…¬å¸å…šå§”书记的周炜åQŒæ›¾åœ?008òq?月借调到回力鞋业担ä»ÀL€È»ç†ã€‚他向《中国经‹¹Žå‘¨åˆŠã€‹è®°è€…回忆道:“回力鞋在北京利生体育用品大厦有个专柜,我刚上ä“Q没多久,利生的老æ€Õd°±å¾ˆå©‰è½¬åœ°å‘我提过撤柜。â€?/p><p><br /></p><p>  但是åQŒåŒä¸€òqß_¼Œã€ŠæŒ‡çŽ¯çŽ‹ã€‹é‡Œçš„ç²¾çëŠŽ‹å­å¥¥å…°å¤šÂ·å¸ƒé²å§†ï¼Œåœ¨æ›¼å“ˆé¡¿çš„《纽¾U¦ï¼Œæˆ‘爱你》片场穿着一双回力鞋åQŒè¿™ä¸€è£…扮被äh拍下˜q…速传遍网¾lœã€?/p><p><br /></p><p>  在奥兰多的示范下åQŒè¶Šæ¥è¶Šå¤šçš„好莱坞明星开始穿中国的回力球鞋。一旉™—´åQŒå›žåŠ›çƒéž‹åœ¨å›½å¤–成了“香饽饽”。中国的回力鞋从国外火回了国内,˜q™è®©å½“时正在å¯ÀL±‚转型的回力鞋业欣喜不巌Ӏ?/p><p><br /></p><p>  “但˜q™çœŸçš„是一场意外,当时我们˜q˜æ²¡æœ‰è¥é”€çš„意识。”周炜说ã€?/p><p><br /></p><p>  2008òq´åŒ—京奥˜qä¼šæœŸé—´åQŒè’™å¤å›½æ€È»Ÿã€æ¯”利时王储、丹麦副首相½{‰å›½å¤–政要到北京商厦选购中国国货回力球鞋。“那天曾¾læƒ³è¦æ’¤æŸœçš„利生老æ€ÀL‰“电话¾l™æˆ‘åQŒè¯´å‘¨æ€ÖM½ çŒœæˆ‘在干什么,我在帮回力专柜维持秩序呢。”周炜向《中国经‹¹Žå‘¨åˆŠã€‹è®°è€…说到ã€?/p><p><br /></p><p>  ˜q™æ¬¡æ„å¤–被周炜åŞ容äؓ转型成功的“天时”。回力鞋业赶紧抓住这‹Æ¡æœºé‡ï¼Œåœ¨æ“v外加大宣传推òq¿åŠ›åº¦ã€‚一旉™—´åQŒå›žåŠ›éž‹ä¸šåˆé‡æ‹¾äº†å‘展信心ã€?/p><p><br /></p><p>  2010òq´ä¸Š‹¹·ä¸–博会期间åQŒå›žåŠ›å“ç‰ŒèŽ·å¾—世博会特许生äñ”商和零售商资æ û|¼Œòq¶èŽ·ä¸–博会安保员用鞋和保‹zå‘˜ç”¨éž‹å†…部招募订单åQŒå›žåŠ›æ‰‹¾l˜éž‹˜q˜è¿›å…¥ä¸–博会场馆展示ã€?/p><p><br /></p><p>  在这期间开张的上æ“vòq›_‡‰è·¯æ——舰店åQŒæŽ’队顾客呈蜿蜒镉K¾™çš„奇观,成äؓ上æ“v世博会期间的一道风景线ã€?/p><p><br /></p><p>  ˜q™ä¹Ÿå¸å¼•äº†ä¼—多市场经营者的目光åQŒä¸€æ—‰™—´æŽ€èµ·ä¸€è‚¡åŠ ç›Ÿçƒ­æ½®ï¼Œå›žåŠ›éž‹ä¸šçš„终端专卖模式就此快速发展。目前回力已达上千家专卖店,其中时尚¾_‘Ö“ä¸“卖已进入部分大城市一¾U¿å•†åœˆï¼Œä¸Žå›½é™…名牌同台迎客,˜q™ä¹Ÿæ˜¯å›žåŠ›æ°‘族品牌的历史回归ã€?/p><p><br /></p><p> <strong> 立èƒö老品牌,赋予新内æ¶?/strong></p><p><br /></p><p>  借着奥运会、世博会的东风,成功转型的回力鞋业,˜qŽæ¥äº?òq´çš„òq³ç¨³å‘展期。据《中国经‹¹Žå‘¨åˆŠã€‹è®°è€…了解,2010òq´åˆ°2015òqß_¼Œå›žåŠ›çš„销售收入和利润总额òq›_‡å¢žå¹…分别辑ֈ°28%å’?3%ã€?/p><p><br /></p><p>  周炜担ä“Q回力鞋业一把手的前两个月,一直在思考“传承与创新”ã€?/p><p><br /></p><p>  在周炜看来,回力鞋业的长处是悠久的文化。作ä¸ø™§£æ”‘Ö‰åŽå‡ä¸ºåç‰Œçš„唯一鞋类品牌åQŒå›žåŠ›å ª¿U°æˆ‘国体育äñ”业的“先é©Þp€…”。回力牌½‹®çƒéž‹ã€æŽ’球鞋、乒乓鞋½{‰å‡æ›„¡»ä½œäؓ国家队的比赛专用鞋,在国际赛åœÞZ¸Šä¸ºå›½äº‰å¾—荣誉ã€?/p><p><br /></p><p>  “老品牌就是我们的资本。回力鞋是专业运动鞋˜q™ä¸ªç‰Œå­æ˜¯ä¸èƒ½ä¸¢çš„。立­‘Œ™€å“ç‰Œå†èµ‹äºˆå“ç‰Œæ–°çš„创新åQŒå›žåŠ›å“ç‰Œæœ‰äº†æ–°çš„åŞ象,企业ž®±æœ‰æ–°çš„发展。”周炜向《中国经‹¹Žå‘¨åˆŠã€‹è®°è€…表½Cºã€?/p><p><br /></p><p>  专业、健店÷€æ—¶ž®šæ˜¯å›žåŠ›éž‹ä¸šç›®å‰çš„定位。既要吸引那些曾在年ž®‘æ—¶½I¿è¿‡å›žåŠ›éž‹çš„中老年人,也要吸引òq´è½»æ½®ähã€?/p><p><br /></p></div> </div><!--list2¾l“束 --> <div class="fenye"> </div> </div><!--m¾l“束 --> <div class="r"> <h1>|热点内容|</h1> <div class="g_top"><img src="/templets/textile/images/g_top.gif" /></div> <div class="g_top3"><div class="d_pic"><img src="/templets/textile/images/d_pic.gif" /></div> <ul> <li><a 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