Hui Li Shoes Co., Ltd. is an independent legal entity fully invested by Shanghai Huayi (Group) Company. It specializes in the research and development, manufacturing and sales of Hui Li brand sports shoes and various shoe products, and exports them to Southeast Asia. , the Middle East, Europe and the United States and other dozens of countries and regions.

Based on the product development concept of "people-oriented, advocating sports and promoting health", Huili Shoes develops a series of popular and popular sports and leisure shoes, and develops cold-bonded professional sports shoes with high technical content. Outdoor fitness sneakers.

In recent years, Huili Shoes has focused on the brand connotation theme of "classic, fashionable and professional" and established "fashion sports, healthy sports and professional sports" (respectively targeting young people, middle-aged and elderly people and professional consumer groups). ) product structure positioning direction.

Extended information:

The development history of Jai Alai:

Pui Alai shoes originated from the rubber factory during the national capitalism period.

In 1927, a factory called "Yichang Rubber Products Factory" appeared on Tangshan Road in Shanghai, producing a type of overshoes called "Baji". Subsequently, Yichang Rubber Products Factory was renamed "Chintai Xinji Rubber Factory" and later developed into one of the iconic enterprises in the national rubber industry of old China.

In April 1935, Shanghai Chint Company officially registered the Chinese "Hui Li" and English "Warrior" brands. The creativity of the Hui Alai trademark comes from the English "WARRIOR", which means "warrior, warrior, fighter". Therefore, the homophony of "WARRIOR" results in the Chinese brand name "Hui Alai". "Huili" means "the power to restore heaven" and refers to "the huge power that can overcome difficulties".

In 1948, after the National Games held at Jiangwan Stadium in Shanghai, the members of the Liaoning Men's Basketball Team who went to Shanghai to participate in the competition were unable to return because the Liberation War had broken out and transportation was interrupted. Through the introduction of Qian Xucang, a person in the sports industry, Chint Xinji Rubber Factory decided to establish a "Hui Alai Basketball Team". As the team traveled to various places, the "Hui Alai" became a shoe style favored by professional athletes.

In 1979, Jai Alai WB-1 basketball shoes were developed. Two years later, the Chinese women's volleyball team won the third World Cup wearing these shoes. As a result, young people rushed to catch up and put on push-back shoes before physical education class, which became a fashion in the 1980s.

However, with the market economy and reform and opening up, Huali has encountered an unprecedented crisis. On the one hand, a large number of foreign sports brands such as Nike, Adidas, and Converse have poured into China and become trendy new products sought after by young people; on the other hand, domestic private enterprises have emerged one after another. There are as many as 30,000 shoe-making enterprises alone, of which three-thirds One is a rubber shoe factory.

After closing its first branch factory in 1994, Jai Alai has closed a branch factory almost every two years. Six years later, 7 branches and 1 research institute under Jai Alai have all closed down, and 8,600 workers have been laid off.

In 1990, in accordance with the requirements of the Shanghai Municipal Government to join forces and form an enterprise group, Shanghai Chint Xinji Rubber Factory and Shanghai Great China Rubber Factory joined forces to form Shanghai Tire and Rubber (Group) Co., Ltd. The prototype of the company, but its main business is tires.

In 2000, the "Hui Li" series of trademarks were transferred to Shanghai Huayi Group, and Shanghai Hui Li Shoe Factory officially ceased production. Subsequently, Shanghai Huayi implemented the bankruptcy plan of Lao Hui Li Enterprises, and jointly invested in Huayi Group and operator groups to establish Shanghai Hui Li Shoes Co., Ltd. Huili has transformed from a production-oriented enterprise into a brand-operated trading enterprise.

After the restructuring, the group company invested additional money to establish the current company. Gui Chenggang told reporters that the trademark was entrusted by Huayi Group. The group company operates, manages and operates the Huili brand based on its exclusive operation and management. Hui Li thus entered a new stage.

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