Why Is The Leap Shoe Only Flying Now?

At the opening ceremony of the 2008 Beijing Olympic Games, a more than 4 minutes of Tai Chi performances shocked the world audience. More than 2000 white dancers fluttering in the air, and a gentle and gentle movement, showed a strong strength.

If you give a close-up shot, you can see clearly that those dancers who play taijiquan are wearing "leaps" shoes.

Yes, this is the "leap" shoe. It was very popular in China, and now it is shining in Europe and America.

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

"Leap" shoes were born in Shanghai in 1959. Its predecessor was the first factory of rubber shoes in Shanghai.

It is understood that "leap" produced 1 million 616 thousand pairs in the first year, and was named the first product of the same kind in 1964.

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

According to a netizen message, in the early 80s, wearing "leaps" sneakers was the nobility. Every day they rubbed their shoes very white and did not touch any mud. This kind of love is clean and even considered "frivolous".

If a student shows off his shoes in the class, he will catch the eyes of the girls soon.

But for a long time, "leap" has been hovering on the verge of bankruptcy for various reasons. Today, the "leap" old factory has moved to the outskirts of Shanghai because of heavy losses.

"Leap" did not become a trademark in the end. Although its current ownership in the country still belongs to the Shanghai Bowen shoes industry, small workshops all over the country are producing shoes with "leap" signs, resulting in a "leap" market price ranging from 12 yuan to 26 yuan, and the quality is also uneven.

But 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.

It is reported that at the first time he saw the leaps of shoes being shocked by his simple design. He found the manufacturer of Shanghai's big Bowen shoes with the French romantic feeling and unique business vision.

After several rounds of negotiations, Patrice finally gained the overseas ownership of "leap".

Until the signing of the agreement, the Chinese representative also doubted the Frenchman's suspicion that this pair of "antiques" that had been out of sight for many years to 12 yuan a pair in China stalls was valued by a foreigner and sold more than 50 euros (500 yuan) abroad.

In addition to pats, no one would think, 3 years later, the leap shoes have been 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, flying 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 PLAY? BOY girl, went to battle in person to speak for him.

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 FEIYUE shoes in France.

What happens when Chinese classic sneakers encounter European and American fashion?

"Leap" shoes have given us a good example.

This reminds us of the lazy shoes of the US CK brand, the black cloth, the boat shape, the white edge and the elastic band on the back of the shoe, which makes us have to admit that this is also strikingly similar to that of the Chinese people wearing a thousand layers of labor insurance cloth shoes for decades. The only difference is that the sole of the CK is beef tendon, and there is a row of fine LO GO.

Why is the glory of Chinese classics created by European and American fashion?

The author thinks that whether it is a leap or CK lazy shoes, it is clear that China does not lack the "big name" in fact. What is lacking is only the eyes of "big names".