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回力鞋业创建于1927年，距今已有80年的历史。“回力”商标注册于1935年，1997年被认定为上海市著名商标；1999年被认定为中国驰名商标。“回力”鞋类产品历获国家质量银质奖、化工部及上海市优质产品奖，连续数年获上海市名牌产品称号和上海市出口免检证书，并荣获第21届西班牙国际质量奖。企业通过了ISO9001：2000质量管理体系的认证。

回力鞋产品具有复古新潮、时髦、畅销、引领风潮、新时尚等特点。回力篮球鞋也畅销世界，例如：开始的大b-1型，到具有中国历史的wb-1型。
品牌历史

1947年第一条“回力”轮胎由上海正泰橡胶厂。正泰橡胶厂起源于1927年，发展史就是旧中国民族橡胶工业创办的企业之一。一部正泰橡胶厂的发展史就是旧中国民族橡胶工业备尝坎坷、踽踽而行的缩影。随着其产品由名闻遐迩的“回力球鞋”进而到“回力”牌汽车轮胎，正泰橡胶厂逐渐成为中国民族橡胶工业的中坚。正泰橡胶厂从1927年至1933年间经历了诸多风险，1933年的灾变几乎把正泰橡胶厂推到了破产的边缘。次年正泰橡胶厂却奇迹般地站立了起来，在正泰橡胶厂发展的征途上见到了依稀的曙光。新商标“回力”牌的问世更令人耳目一新。

1935年4月4日，上海正泰公司正式注册了中文“回力”和英文“Warrior”品牌。回力商标的创意源于英文“WARRIOR”意为战士，勇士，斗士，由此将“WARRIOR”谐音才得来“回力”中文商标名，而“回力”含寓“回天之力”喻指“能战胜困难的巨大力量”。1948年，“全运会”在上海江湾体育场举行期间，“回力”品牌被进一步宣传。正泰橡胶厂精心设计并密切联络体育界、新闻界人士配合宣传。运动场内设置醒目的大型广告牌，藉以吸引观众，特别是青年学生。

正泰橡胶厂还大力支持民族体育事业，它曾经建立“回力”篮球队。1948年，“全运会”结束后，辽宁省篮球队十多人因该省解放战争已经开展，交通中断，难于返回，为了能求得经济上的支持，通过体育界人士钱旭沧的介绍，厂方同意收留这支队伍。当年六、七月间，“回力篮球队”成立。这支篮球队逐步成为上海篮球场上的一支著名劲旅，转战大陆及香港各地，客观上扩大了“回力牌”的声誉。这批篮球队员，解放后均转为正式职员。1950至1951年内，国家积极发展体育运动，他们陆续调出，成为中国篮球运动的骨干。有的队员担任了体校的教员，有的则成为国家或省、市篮球队的教练或领队。

为了发展民族轮胎工业，正泰橡胶厂从闻名于世的胶鞋制造厂逐步向轮胎制造商拓展。1945年10月，正泰厂第一个轮胎车间建成。厂房为三层混凝土结构，占地面积为1294平方米。1947年正泰橡胶厂汽车轮胎试制成功，轮胎品牌亦命名为“回力”。

1982年第一批回力轿车子午线轮胎试产成功。2001年上海米其林回力轮胎有限公司建成，但发展不尽如人意。之后由华谊集团主导，米其林参与于2012年双钱集团（安徽）回力轮胎有限公司建成，以全力打造中国乘用轮胎第一品牌为使命，借助双钱集团公司和米其林公司在轮胎业务方面的各自优势，公司规模将达到世界水准，其核心技术实力、企业竞争力以及“回力”品牌的影响力也将持续提升。
品牌定位

面对现代化的，追求美好的生活（家庭幸福+事业成功）的新一代中国青年人，回力子午线轮胎，融合了国际的先进技术，提供给他们在中国道路上安全、可靠和无忧无虑的行驶。

回力公司立足“以人为本、崇尚运动、促进健康”的产品开发理念，以技术创新为核心，在着力研发具有较高技术含量的冷粘专业体育用鞋、户外健身运动鞋的同时，积极扩大生产绅士皮鞋、绅士休闲皮鞋、女式时装皮鞋、女式休闲皮鞋系列，运动休闲皮鞋系列也不断推陈出新。

Huili shoes industry was founded in 1927, with a history of 80 years. Huili trademark was registered in 1935, was recognized as a famous trademark in Shanghai in 1997, and was recognized as a well-known trademark in China in 1999. Huili footwear products have been awarded the national silver quality award, the Ministry of chemical industry and Shanghai high quality product award, the Shanghai famous brand product title and Shanghai export exemption certificate for several consecutive years, and the 21st Spain international quality award. The company has passed the ISO9001:2000 quality management system certification. Huili shoes have the characteristics of retro fashion, fashion, best-selling, leading fashion, new fashion and so on. Huili basketball shoes also sell well in the world, for example: the first big B-1, to the wb-1 with Chinese history. In 1947, the first "Huili" tire was manufactured by Shanghai Zhengtai rubber factory. Chint rubber factory originated in 1927, and its development history is one of the enterprises founded by the old Chinese national rubber industry. The development history of Zhengtai rubber factory is the epitome of the ups and downs of the old Chinese national rubber industry. With its products from the famous "Huili sneakers" to "Huili" brand auto tires, Chint rubber factory has gradually become the backbone of China's national rubber industry. Chint rubber factory experienced many risks from 1927 to 1933. The disaster in 1933 almost pushed Chint rubber factory to the edge of bankruptcy. The next year, Zhengtai rubber factory stood up miraculously, and saw a faint dawn on the development of Zhengtai rubber factory. The appearance of the new trademark "Huili" brand is even more refreshing. On April 4, 1935, Shanghai Chint company officially registered its Chinese "Huili" and English "warrior" brands. The originality of Huili trademark comes from the English word "warrior" which means warrior, warrior and fighter. Therefore, the homophony of "warrior" can get the Chinese name of Huili trademark. Huili contains "Huitianzhili" which means "great power that can overcome difficulties". In 1948, "Huili" brand was further promoted during the National Games held in Jiangwan Stadium, Shanghai. Chint rubber factory carefully designs and closely contacts people from sports and press for publicity. Large and eye-catching billboards are set up in the stadium to attract the audience, especially the young students. Chint rubber factory also strongly supports the cause of national sports. It once established the "Huili" basketball team. In 1948, after the end of the National Games, more than ten basketball teams in Liaoning Province had been unable to return because of the opening of the liberation war in the province. In order to obtain economic support, the manufacturer agreed to retain the team through the introduction of Qian xucang, a sports personage. In June and July of that year, "Huili basketball team" was established. This basketball team has gradually become a famous force on the basketball court in Shanghai. It has moved to the mainland and Hong Kong, objectively expanding the reputation of "Huili card". After liberation, these basketball players were all turned into regular employees. From 1950 to 1951, the state actively developed sports, and they gradually transferred out, becoming the backbone of Chinese basketball. Some of the players served as teachers of sports schools, and some became coaches or leaders of national, provincial and municipal basketball teams. In order to develop the national tire industry, Chint rubber factory has gradually expanded from a well-known rubber shoe factory to a tire manufacturer. In October 1945, the first tire workshop of Chint factory was completed. The workshop is a three-story concrete structure, covering an area of 1294 square meters. In 1947, Zhengtai rubber factory succeeded in trial production of automobile tires, and the tire brand was also named "Huili". In 1982, the first batch of radial tyres of Huili car were successfully trial produced. In 2001, Shanghai Michelin Huili Tire Co., Ltd. was established, but its development was not satisfactory. After that, led by Huayi Group, Michelin participated in the establishment of shuangqian group (Anhui) Huili Tire Co., Ltd. in 2012. With the mission of building the first brand of China's passenger tires, and with the help of the respective advantages of shuangqian group company and Michelin company in tire business, the company's scale will reach the world standard, its core technical strength, enterprise competitiveness and Huili brand Its influence will continue to increase. The brand positioning faces the new generation of Chinese young people who pursue a better life (family happiness + career success), Huili radial tire integrates international advanced technology and provides them with safe, reliable and carefree driving on Chinese roads. Based on the product development concept of "people-oriented, advocating sports and promoting health", Huili company takes technological innovation as the core. While focusing on the research and development of cold bonded professional sports shoes and outdoor fitness sports shoes with high technical content, it actively expands the production of gentlemen's shoes, gentlemen's leisure shoes, women's fashion shoes, women's leisure shoes, and sports leisure shoes Keep pushing the old to bring forth the new.

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