Hi,
I guess you have to change the "Alias", not the "link".
demo.hikashop.com/administrator/index.ph...em&layout=edit&id=69
After that, in the SEF configuration in HikaShop (in the HikaShop main configuration), you can change the names for the "/product/" which is inserted.
Depending on your joomla sef configuration, it could not work properly. Don't hesitate to read the HikaShop configuration documentation about it.
Regards,
Jerome - Obsidev.com
HikaMarket & HikaSerial developer / HikaShop core dev team.
Also helping the HikaShop support team when having some time or couldn't sleep.
By the way, do not send me private message, use the "contact us" form instead.