A Dispute Over The Brand Name Of A Mess Of Shoes

After several twists and turns, reporters found the site of the factory on the 13 day, the 207 Zhongshan West Road under the inner ring viaduct of Shanghai. The traces of the old factory have disappeared. Now, this is the Shanghai fire fighting command center, and the Hongqiao Shijia garden and other residential areas.

In 1931, the Daofu rubber factory, which was founded in 1931, has been pformed into a local state enterprise after the liberation. It has been renamed as the first factory of rubber shoes in the "Cultural Revolution" and has been named Daofu Rubber Co., Ltd. (Daofu rubber factory) since 1985.

And the predecessor of the leap shoe is the famous brand of release shoes. In fact, from the appearance, it is easy to see that the relationship between them is inherited.

In 1959, the self-designed and modified rubber shoes "leap shoes" officially entered the market. In 1963, the "track and field sports shoes" marked by pinyin and double arrowheads were put into operation in 1963. That year, they produced 1 million 616 thousand pairs, becoming one of the best selling brands at that time.

This is the shoe that is popular today in the city.

As the first public and private joint venture in Shanghai, Dafu rubber factory enjoys a high reputation in China and has not ceased production during the cultural revolution.

At that time, it was absolutely necessary for Shanghai to dress up.

A pair of white sneakers marked with "FEIYUE" Pinyin and red and blue arrows are fitted with a sailor's shirt in the summer.

"Businessmen from all over the country are driving trucks with cash in line at the door."

Aunt Zhao, an old worker of Da Fu, said she had fresh memories of such scenes.

A student, if you show everyone in the class that he has shoes for flying shoes, will soon attract the attention of the girls.

"A pair of shoes can wear for two years, except for the wear and tear at the bottom, without any stains and bad marks."

The leap is always facing this series of "internal worries".

In the darkened space of more than a dozen square meters, shelves are full of various styles of old shoes and other foreign trade sold to Levi's (Levi 's) and CONVERSE (Converse) shoes. A rotating electric fan keeps blowing away summer heat and slight rubber taste.

Occasionally, fashionable young men and women come in Taobao, but they do not pay much attention to the leap shoes that have already started a new buying trend in Europe. Only a few foreign consumers sometimes come to find the old rubber shoes they call "Kung fu shoes".

"Leap shoes" are shoes with few technical contents decades ago. They are now eliminated.

We need to develop more new products. "

A manager of Shanghai Lan Sheng stock company, who did not want to be named, said.

The same is true for leap shoes.

In 1992, Dafu rubber factory and Shanghai lancen Limited by Share Ltd jointly invested in the construction of Wen Da shoes industry Co., Ltd. (today's "big Bowen" shoes industry), and dispatched the deputy director of Dafu, Wang Jiannian and hundreds of workers, while the leap shoes were the products launched by "big Bowen".

However, due to the flow of personnel, Da Fu did not regain the right to use "leap".

Chen Jianyue, the incumbent director, blamed the cause as "counterfeiting too much". O Hirofumi's factory name was counterfeited in Zhejiang, while counterfeit "leaps" shoes were sold at a price of only 10 yuan.

O Hirofumi lost the factory site and moved to Shanghai from Zhongshan West Road in downtown of Pudong New Area, and moved to the most remote Qingpu Industrial Park.

In the Qingpu Industrial Park, even the postman did not know where O Hirofumi was. The legendary factory was even more mysterious.

He showed some painstakingly sketches on computers and a simple business plan to help improve the quality and design of flying shoes and push them to the international market. But what he got was the usual "hum ha ha" answer in China.

He thought that he was just like a foreigner who had found a factory before, but he wanted to export a batch of shoes, so he could not help but be surprised at the bold idea of the pformation.

The final shoe has undergone numerous rounds of revision. The leap of regeneration has been changed from the whole to the details: the shape is more exquisite and fashionable, the fabric quality is better, and the awkward sense of the original "Feiyue" logo is modified. New brand registered abroad is printed inside the shoe and sole, and the outer packing is also beautifully designed.

In addition, each shoe has its name to enhance its personality, for example, a pink pattern that tries to attract female consumers is named "sweetwind".

In March 2006, 1000 pairs of leapfrog shoes began to be put on the European market in a small scale. The best marketing method that patters can think of is to tell the legendary story of this old Chinese brand to a rather unfamiliar European consumer, such as the special history of 20 years of history, such as its special training shoes for Shaolin monks.

In order to remove the impression that "made in China" is cheap and old-fashioned among European consumers, pats also tried to label the origin as "made in Shanghai (made in Shanghai)", and did not choose cheap shoe stores in Carrefour and other supermarkets in the sales channel, but chose to sell them in professional sports shoes stores and international brands. The price was set at fifty or sixty euros (about five hundred or six hundred yuan), slightly higher than the price of ordinary sports shoes, highlighting its fashion positioning.

"This is absolutely challenging the dominant position of Converse (CONVERSE) in the minds of young people."

The French version of ELLE reports on jumping shoes.

Young fashions are tired of dogmatic American culture, and they urgently need a brand that can compete with Converse to make them "shine."

Because the wholesale price of a pair of leaps is only 18 yuan in the market now. Even if the factory has moved to Qingpu, even if the cost is pressed down again, they will still not be able to escape a double loss.

And to maintain the survival of the factory, they can only choose to work for CONVERSE and other foreign brands.

Here, the leap shoes are mixed in the shoes with various colors exported to the domestic market.

According to the shop assistant, patronage is just a few old customers and foreigners who regard it as a special souvenir.

We are considering lawsuits against the French, who have violated the intellectual property rights of big Bowen.

We are also discussing the redesign and development of the leap shoes.

Zhang Rongjian, manager of Da Bo Wen's holding company, Lan Sheng, confirmed the news of preparing for the lawsuit, but "because the law is not clear, it is still under discussion".

They have just issued a notice that they did not use the "leap card" trademark of the "jumping sports shoes" produced by the company since 1995, leaving the track and field sports shoes out of recognition, thus confusing the market and fading the brand away.