2010 Local Shoe Interpretation Of Shoe Culture Marketing Success

Huai Li, leaps and liberation shoes, these 3 ancient Chinese people are very familiar with the "ancient".

Leap shoes

Feathered shoes are loved by Chinese people with light weight, lightness, comfort and durability. They become the necessary footwear for primary and middle schools to develop sports in China. They also become part of the memory of Chinese people's growing process.

For this reason, the leaps are once the shoes that everyone in primary and middle schools must have, and have had the brilliance of 4 million pairs of sales each year.

However, once a famous Chinese product, the leap shoe was declared closed in 2009, but in October the same year it declared bankruptcy.

On the other hand, ironically, in recent years, the leap has gained fame in foreign markets, and has always been a favorite in fashion. Every pair of shoes sold to 50 euros (500 yuan) is up to 120 euros.

Big CONVERSE is also eager to launch a series of design styles, such as leap shoes, competing for consumers with leapfrog shoes.

Leap shoe was born in 1959 in Shanghai rubber shoes factory.

The first factory of rubber shoes factory in Shanghai was founded in 1931 before the public-private partnership.

In 1986, the first factory of rubber shoes in Shanghai was restructured, and assets returned to Dafu rubber. In 1990, the big pregnancy and lancen shares jointly formed the big Bowen footwear industry.

After the big Bowen to Shanghai double money group name.

Lan Sheng shares are mainly enterprises in foreign trade, finance, real estate and biopharmaceutical industry.

The French shoe pats Baston stumbled across the streets of Shanghai.

The French were shocked by the simple design of leaps and bounds.

He found the manufacturer -- big Bowen shoes.

After several rounds of negotiations, the group gained the right of ownership overseas.

Patters will register FEIYUE as a trademark and give it a new meaning.

The group organized three operational teams to pform the shoemaking process, turning the wide shoe type into a thin one, showing a more smooth line feeling on the shape, adjusting the shoe last mold, thickening canvas and lining, making shoes more firm and firm, increasing the thickness of the sole, increasing the elasticity of the shoes, reducing the gravity on the ground when walking, increasing the thickness of the insole, making it more comfortable, changing the shoes into a single white, turning to nearly a dozen tones, and adjusting the metal holes in glue, rubber and shoelaces.

On the packaging, the original simple kraft paper is pformed into a beautiful shoebox, and a brochure is enclosed.

The product is based on 4 models, forming 6 series. Besides the original classical style, the product is designed with the help of the wrist.

The redesigned leap is based on the aesthetic requirements of European fashion and consumer demand. It has the characteristics of high quality, comfortable clothing, exquisite quality, and fashion mark. It has different language characteristics with the low-end products of Chinese scholars.

FEIYUE from the beginning to fashion design as a foothold, regularly on the basis of basic modeling, fabric, decoration, color reorganization, continuous introduction of different new styles, interpretation of fashion understanding and own philosophy.

Cooperate with Celint fashion brand to recommend new products. Cross border cooperation with French design Moto777 LGP and new products, so that customers often feel fashionable and amazing.

FEIYUE, the famous actor Orlando Bloom, who starred in the "Lord of the rings" and "Pirates of the Caribbean", has been exposed frequently in famous fashion magazines such as "EILT", "Cosmopoiten" and "WAD".

Chinese photographer is hired to shoot advertisements in the background of Shanghai.

In the promotion, it gives more meaning to Chinese culture and promotes the combination with Chinese martial arts. The name of Chinese with the name of "Shaolin" and "two masters" are used.

We always choose professional sports shops and international famous brands on the same stage to set up the same stall.

FEIYUE has 160 retail agents in France and has entered more than 50 countries, including Sweden, Britain, Spain, Italy and the United States.

Warrior shoes

The shoe is the oldest sport brand in China. It was founded in 1927 and registered in 1935.

In the 70s of last century, back shoes were the only symbol of sports shoes.

Compared with the release shoes, its concise and distinct design is outstanding in the homogenization era.

By the year 80s, having a pair of back shoes has been quite a sign of youth among young people.

However, the good scenery is no longer. After the reform and opening up, a large number of sports shoes brands have entered the Chinese market. Up to now, the 50 year old brand is still famous, but it is no longer the first local brand.

"Hui Li" also has a very foreign name -- Warrior (Warrior). 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, "Huili" took a look abroad: in the "back force" Chinese official website, 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 original red striped back shoes.

liberation shoes

In early 1950, the PLA General Logistics Department launched the 50 military uniform. This is the first military uniform launched after the founding of the people's Republic of China, including the release of shoes.

Since then, shoes have been popular throughout the country for 50 years, among which military products are most commendable.

Besides reliable quality, people's pursuit of these military products also included cultural influences.

After the reform and opening up, these products are still rooted in the working people because of their low price and good quality.

However, once released by the Chinese people, the price of the shoe has now surpassed that of the international shoe giant Nike. Its selling price has reached even US $75 per pair, which can not be called a miracle.

It is reported that an improved version of the shoes released by an American businessman and a Henan Jiaozuo Sirius shoe factory, who produced the release shoes, has exploded in Europe and America this year.

This improved release shoes not only keep its classic rubber head and canvas upper, but also improve the material to make it more comfortable and firm.

The shoes, which originally sold for less than 2 dollars, were sold in the US for 75 to 87 US dollars. Japan also sold RMB 460 yuan a pair, while in China, the price was 358 yuan per pair.

What causes the price of the improved release shoes to rise overnight? The shoe factory owner said that the improved release shoes, the materials and materials used are quite different from before.

The products produced also do not have strong rubber smell, and the wearers are not smelly feet. When the wind blows and breathes, the water is not wet, and it is more wearable and comfortable.

China has good products and profound cultural connotations. It's just that our manufacturers can't pack them, so a pair of shoes. Chinese people wear it to a big size from a young age. They think it's just a pair of shoes. But foreign manufacturers give it the meaning of flyfoward and the label of Chinese Kung Fu. It feels totally different and starts to become popular in Europe.

We lack the two most important things: first, marketing and brand culture, and the two is a strong sales network.

FEIYUE's popularity is backed by strong capital.

The concept of brand does not pay enough attention to Chinese people.

Notice that brand is intangible assets, and sometimes even exceeds tangible assets. The same package has a NIKE logo and no logo. The price is very different. This is brand effect.

Give a product a concept, the price is several times the same product, and later packaging propaganda and promotion is much less.

The 3 Chinese brands have become popular in Europe and America. In fact, they can clearly see the obvious track of "fashion pformation": design, packaging and maximize business value.

Compared with "made in China", the shoes and leaping shoes are a "foreign processing". We export the culture, elements and raw materials, which are processed into finished products, and then sold to us.

Though there is a cultural foundation for fashion, but without the fire of foreigners, even if our domestic brands have great brand innovation ability, they will not burn everywhere.

Thus, if we want to turn from "MADEINCHINA" to "CREATEDINCHINA", only if China's manufacturing industry establish brand awareness, establish brand culture, attract excellent marketing talents, form a truly high-quality and highly efficient guild, avoid malicious competition, and form resource integration, will it be possible to change the whole situation.