Home >

Leap, Back And Relax Shoes In France Than Kuang Weihong

2008/8/27 10:14:00 18

??? 日本語 Fran?ais English 中文

Almost no one can think of the brand that has been dusted by memory, such as "leap", "back force", and release shoes. Now it is even more red in France than CONVERSE.

The price also rose from 20-30 yuan in the domestic market to 50 euros in a flash.

Some viewers also noticed that the children who played Taijiquan on the opening ceremony of the Olympic Games were wearing jump shoes.

Some people say that this is the return of Chinese wind. Some people say that this is another marketing course for domestic brands.

But in the eyes of these brand manufacturers, the myth is all bitter.

Reconstructing domestic influence is still a tough battle to climb to the sky.

“飛躍”法國版傳奇

The popularity of leaps in France is a Cinderella story.

Three years ago, a Frenchman saw "jumping shoes" on the streets of Shanghai. After his simple design was shocked by heaven and earth, he quickly launched negotiations with Shanghai, the factory, and got the overseas agency power.

Subsequently, the French team invited the Hollywood star Orlando Blum.

The shoes of the number one big star plus Chinese civilians immediately boarded the cover of all the fashion magazines, and a whirlwind of "forward flight" came from here.

According to a reporter who contacted the French team, several French lads were quite dissatisfied with the description. They did not want to associate "FEIYUE" with the origin of the old land.

On the French version of the website, its Chinese history is like this: the leap shoe was born in Shanghai in 1920, whether it is a farmer or a politician, the captain of a football team or a famous Shaolin abbot, everyone has a pair of feet.

With its vitality, flexibility and comfort, leaps and bounds become an essential part of Chinese martial arts.

According to Chinese tradition, "leaps" means flying forward.

In Shanghai, the only shoe shop that has long been taunting is also bustling. Many young people ask for leap shoes and ignore the international brands on the shelves.

The myth of leap shoes is spreading like wildfire.

The reporter contacted Chen Jianyue, director of Shanghai's big Bowen shoe factory after several twists and turns, but the telephone was unable to connect.

The controlling shareholder of Shanghai Lancheng shares (market share bar) also feel impatient with the reporter's interview request. "This is a clear speculation. I don't understand why everyone is concerned about this matter," Xie Ping, a director of Lan Sheng joint stock company (a pseudonym), said.

回力傳統款海外最紅

With the leap of Europe, there is also the old brand of Shanghai.

Reporters on the website of the shoe industry, Hui Li is a wholly owned subsidiary of Shanghai Huayi (Group) company. It specializes in R & D, manufacturing and sales of Huili brand sports shoes and all kinds of shoes products, and its products sell well all over the country and exported to dozens of countries and regions in Southeast Asia, the Middle East, Europe and America.

Subordinates holding company Shanghai double money Rubber Co., Ltd.

The reporter sent a telegram to Shanghai Huili shoe industry Co., Ltd., a marketing center staff member, said that he had heard about the recent leap and rebound shoes in Europe, but it was simply "not a thing" to be redesigned and repackaged by French designers.

"The domestic market has shrunk a lot in recent years. From the current situation, the sales volume of overseas sales is about 50%.," said Mr. Xu, head of the head office of Huili company. Unlike the "leap", their export products still use the "back force" brand, but they are only produced by overseas orders, and they have not built their own overseas sales network.

"We want to do it ourselves, but it is a state-owned enterprise, and it has been restructured many times, and many things are not that easy."

Liang Li, general manager of Guangzhou sales center, said that many new designs have been made in these years, but overseas only sell traditional ones.

The best selling product is a traditional shoe called "565", that is, the May 1956 design.

It sells for 20 yuan in the domestic market, but in Europe, Singapore and Malaysia, it sells for about 500 yuan.

"Sometimes it is very unacceptable to think about it. Some brands abroad are almost the same as ours, but the price is ten times that of ours."

國內市場緩行

Because of the publicity of the Internet and fashion magazines, the fragrance of the old brands such as "leap" has gone back to China.

Reporters on Taobao's Web site saw that the jump and rebound shoes did sell very well recently, especially the "leap".

In a shop that played the slogan of "Chinese Wushu jump shoes into fashionable new favorites", the record shows that within a month, 97 sports shoes with 20 yuan per pair have been sold.

However, the parent company of Shanghai big Bowen shares no chance to make the leap forward in China.

Xie Ping, director of Lan Sheng stock company, told reporters directly, "look at the market first and ask your relatives and friends again. Do you think it is necessary for us to pay more attention to re packaging it?"

It is understood that there are a number of shoemaking enterprises under the stock of Lan Sheng, but they are all foreign trade processing enterprises.

Zhang Xiangyun, director of the largest Lan Sheng footwear industry, told reporters that although their OEM brands were all middle and high grade, the factory price of shoes was basically 2-6 dollars a pair, and the company only made processing fees.

Xie Ping believes that overseas and the media have a lot of hype about the reports of leap shoes. The technology content of leaps and shoes is low and the style is obsolete. This trend will fall into silence in the past, and the market will not buy it.

The establishment of a brand requires a lot of upfront expenses. "O Hirofumi is a designated factory for foreign trade export, and the domestic market should not plan to do it."

Mr. Hui, Mr Hui, revealed that they had planned to redevelop the domestic market, and Huili stepped up the upgrading of the classic style packaging, hoping that it would be more fashionable in appearance and more scientific and technological in products. On the other hand, the company also set up a special store in Shanghai to make up for the shortage of low-grade products in the wholesale sector.

Liang, who is most sensitive to market changes, told reporters that the traditional way of returning to power is popular among primary and secondary schools in Guangzhou.

"But there are too many counterfeit products in China, and we are very helpless."