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Back To Power, Jump Shoes: Rebirth

2008/8/28 10:19:00 14

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"Back" and "leap" sneakers are no longer familiar to many people nowadays, but those who are older are most likely to feel nostalgic when they see those white shoes with red and blue patterns and yellow jeans.

The shoes of these two brands were passed by many people in the early 80s of last century. They have been silent for many years. Now this revival of "Chinese style" is again blowing up in Europe and America.

Nowadays, it is not easy to buy "leap", and "back force" may still be groped in a small town store. Although the "release shoes" can be found in some military stores, it is even more difficult to find the new version of "Sirius".

The three Chinese brands reappear in Europe and America. In fact, we can clearly see the obvious track of the fashion Transformation: design, packaging and maximize the commercial value.

改名“勇士”轉戰國外

At the beginning of 2008, the domestic tide people suddenly discovered that the "back force" and "leap" brand "smelly sneakers" that had been worn in PE classes when they were young, unexpectedly jumped from China to abroad. The red, white and blue three bars were very dazzling on Orlanndo Bloom's feet and many models.

What is even more amazing is that at the opening ceremony of the 2008 Beijing Olympic Games that just finished, a more than 4 minutes of Tai Chi performance drew the world's spectators, and more than 2000 white dancers fluttering like a celestial body.

If you give a close-up shot, you can see clearly that those dancers who play taijiquan wear "back" and "leap" shoes.

Yes, this is the "rebound" and "leap" shoes. They were very popular in China, and now they are also shining in Europe and America.

You may not know, "Hui Li" is also very foreign with a foreign name: "Warrior (Warrior)".

And the influence of this name in foreign countries is definitely no worse than that of "Hui Li" in China.

After the shrinking of the domestic market, "Hui Li" took a look abroad: in the Chinese official website of "back force", we can see a special export trade series, and the styles of shoes are very different. Only a few of them have the same design style with the most original red striped back shoes.

The most surprising thing is that such a pair of "back" and "leap" shoes, which sell only twenty or thirty yuan in China, are as high as 50-120 euros in European and American prices.

Because of the "big back" shoes in Europe, Ye Shumeng, a Chinese who has been studying abroad and studying in Helsinki, Finland, has published a book about Book shoes, called "the of Warriors", which carries a lot of pictures of Chinese people wearing back shoes.

Ye Shumeng said, "during the winter of 2006, I saw a fresh and lovely lady wearing a pair of back shoes at Shanghai airport.

After frantically inquiring about the brand of shoes, I discovered that this was the shoes my parents used to wear, and it had an English name called Warrior.

Ye Shumeng praises her back shoes. In her opinion, the design of shoes itself is quite classic, and the history of Chinese people wearing back shoes is a microcosm of Chinese social development and "board shoes" culture.

Back and forth in the past

"Leap" shoes were born in Shanghai in 1959. They produced 1 million 616 thousand pairs in the first year and ranked first among the same products in 1964.

When the factory grew, more than 2000 workers worked in a workshop of 2 to 3 floors.

According to Mr. Wang of Career Academy in Northern Fujian, wearing the "back" and "leap" shoes in the early 80s of last century was dressed up by the nobility.

Some students whose families have better economic conditions wear their shoes very white every day, and do not touch any mud.

Physical education is a good time for students to show off and show "back" and "leap" shoes. As long as they wear "back" and "jump" shoes, they will attract a lot of opposite sex.

It can be said that these two kinds of shoes are outstanding because of their succinct and distinct design and the homogenization era.

But it didn't last long. In 90s, because of the little change in style, it was gradually replaced by all kinds of sports shoes with joint venture brands.

Today, the "leap" old factory has moved to the outskirts of Shanghai because of heavy losses.

However, "leap" did not become a trademark in the end. Although it belongs to Shanghai's big Bowen footwear industry at present, the small workshops all over the country are producing shoes with "leap" signs. This has resulted in a "leap" market price ranging from 12 yuan to 26 yuan, and the quality is also uneven.

一雙鞋的命運拐角

It was such a pair of shoes abandoned by the Chinese, which was accidentally discovered by French Patroller Baker on the streets of Shanghai after a surprise turn of 180 degrees.

At the first time, pats saw that his shoes were shocked by his simple design. With the French's natural romantic feelings and unique business vision, he found the manufacturer of Shanghai's big Bowen shoes.

After several rounds of negotiations, patters finally gained the overseas ownership of "back up" and "leap".

Until the signing of the agreement, the Chinese representative also doubted the Frenchman's attention. The value of the pair of shoes that had been cheap to 12 yuan a pair in China's stalls had been faded away from the "antiques" that people had been looking at for many years. They were seen by a foreigner and at least doubled 25 times to 50 euros (500 yuan).

In addition to pats, no one would have thought that 3 years later, Huili and leapfrog shoes have been emerging in the major fashion circles.

Pats brought the basketball shoes to France. He registered the trademark with the flying Pinyin FEIYUE, and gave it a new meaning, fly ing forward (Xiang Qianfei).

In French sales, it has been endowed with "Chinese culture" and advertising with Chinese characteristics has become its main card.

In the first advertisement of FEIYUE, pats designed a Chinese Kungfu silhouette with FEIYUE in the background, and wrote a large text in the background Shaolin Kungfu.

Soon, this brand began to be noticed by fashion circles. ELLE magazine reported it to FEIYUE 4 times in 2006 and 2007.

Anna Nicola Smith, the famous Playboy girl, took the initiative to speak for her.

FEIYUE began selling together with international brands in professional sports shoes stores in Paris. According to statistics, there are more than 160 retail agents in France's FEIYUE shoes.

The "back" and "leap" shoes suddenly burst red, and countless Chinese tide men are beginning to search in the streets and alleys.

The men and women of Shanghai Changning District Zunyi Road, No. 585, who have been asked to search for leaps and shoes, have been crowded out every day.

Fashionable personages think, "leap" shoes, and "back" shoes such as canvas sneakers are very comfortable and very versatile, belong to "functional" sports shoes.

The combination of jeans and jeans is a very safe way to wear, especially with straight jeans and tight jeans, which can be very casual.

When you wear, you can also "anti tradition", do not tie your shoelaces or pull up your tongue, creating a more full and more casual effect of shoes.

Chinese people compete for national shoes.

Back and forth shoes are popular in France. They are all Cinderella.

Thanks to the publicity of the Internet and fashion magazines, "leap" and "rebound shoes" have been sought after.

Online sales of "leap" and "back" shops are numerous.

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.

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.

The reporter found that this kind of sports shoes that Europe and the United States are eager to buy can also be bought in Fuzhou, and the selling price ranges from 16 yuan to 20 yuan or so.

There are several pairs of sneakers on the counter of Fuzhou's Qian Yu supply and marketing agency.

The salesperson told reporters that most of the people they buy are some practitioners or students. Many schools require students to wear physical shoes such as cheap, strong and durable shoes.