On September 20th, the iconic "Hui Li" shoes from Shanghai made a triumphant return after being held overseas for many years. Just two days earlier, on September 18th, the original factory site of Pingliang Road in Yangpu District became the location for the first flagship store of Shanghai Huali Footwear Co., Ltd.—commonly known as "Warrior Shoes." This marked the brand's strategic move to expand into Shanghai’s top shopping districts, with plans to bring back the shoes to the domestic market within three years and open thousands of stores nationwide.
The opening of the flagship store in the heart of the city drew a large crowd, with many locals eager to experience the nostalgia of the classic design. Mr. Chen, a 60-year-old Shanghai native, shared that he had returned to the city specifically to purchase a pair of the shoes, which he had worn over 40 years ago. “Putting them on takes me back to my youth,†he said. “It feels so energetic and full of life.â€
Guo Chenggang, the Party Committee Secretary and Executive Director of Shanghai Huali Footwear Co., Ltd., told the Morning Post that the company aims to open a flagship store in each district of Shanghai in the next three years, while also seeking franchise opportunities. The goal is to reach between 50 to 100 stores across the city. Currently, there are more than 200 franchise locations nationwide, and the brand is planning to enter major department stores in areas like Xujiahui, Huaihai Road, and Nanjing Road.
The new flagship store offers a variety of products, including the classic white-bottomed red-patterned shoes, commemorative shoes licensed by the World Expo, hand-painted designs by designers and students, and new casual styles. In total, there are four categories and nearly 2,000 different styles available, offering something for every customer.
Founded in 1927, Warrior Shoes was once the pioneering sports shoe brand in China. It gained immense popularity during the 1970s and 1980s, with long lines of customers waiting outside the factory gates—some even lining up for steamed buns while waiting for the shoes to come off the production line. However, by the mid-1990s, the brand gradually lost its appeal as imported fashion brands took over the market.
“In the fierce competition, the factory eventually went bankrupt, and the government rescued the brand by acquiring it from the failing company,†Guo explained. “We re-established the company, learning from the business models of foreign brands, focusing on brand management, technology, and marketing networks, while outsourcing production to reduce costs.â€
Today, Shanghai Huali Footwear is a wholly-owned subsidiary of Shanghai Huayi (Group) Company. Before 2000, the brand operated under a traditional wholesale model, which had low profitability. To improve this, the company began exploring brand licensing in 2006, allowing other companies to develop and sell specific products. Over 10 companies in Wenzhou and other regions have since formed partnerships.
In 2008, the retro trend of "back force" shoes gained international attention, becoming a favorite among European and American consumers. Some European retailers sold the shoes for around 50 euros per pair—comparable to global giants like Nike and Adidas.
Guo added that the brand is now working to strengthen its presence in the retail market, especially among younger generations. Alongside expanding its sales network, Huali Footwear is also developing its own high-end brand. A special counter has already been set up in Hangzhou Intime to test the premium market.
According to Guo, the company is preparing to rebrand and gradually shift away from the "back force" image, aiming to build an English-language brand called "Warrior" to better connect with international audiences.
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