Do People In Shanghai Remember Jumping Shoes?

It is also a brand with the same production quality. The price of the "leap shoes" produced by us is only 1/20 of the people's homes. It is almost impossible to maintain. This shows profoundly that maintaining a famous brand is not enough for the quality of production. If design is the soul of the brand, packaging is the added value of the brand, then the operation of the brand is the core competitiveness. These words seem to be old saying, the experience of "jumping shoes" is not a rare new story, but it points out the common failing of many of our old brands. From this point of view, this "old story" is worth reading. It is worth thinking twice.

"Leap shoe" is determined to rebirth, and it is gratifying that it is not simply invested in funds and manpower, but a comprehensive introduction of brand awareness and brand strategy. We look forward to the leap of "leap shoes" in "emancipating the mind" and expect more old brands to reinvigorate their minds in the emancipation of the mind.

Do people in Shanghai remember jumping shoes?

Shanghai's "leap" brand has 50 years of history, white shoes, yellow rubber, "FEIYUE" Pinyin letters and red and blue double arrow, precipitating countless young memories. Today, leaps are hard to find at home, but they sell high prices in Europe for more than 50 euros.

Overseas "phoenix"

At present, the French designer's newly designed jump shoes are the most conspicuous place in Paris's large fashion stores, ranging from 50 euros to 85 euros, 20 times more than domestic prices and sold in the UK, Holland, Belgium, Canada and Japan.

How did domestic cheap leapfrog shoes change "phoenix" abroad? In 2005, a number of French designers discovered the leaping shoes in Shanghai, and learned the history of the flying shoes, and thought that this Chinese style release shoes fit the European market's Retro trend. So they found the Shanghai big Bowen shoe industry with the right to use the brand, and asked them to run the brand in France. Last year, the improved leap shoes entered France and registered "Feiyue" trademark in France. Today, the French version of the jump shoes not only boarded many famous foreign fashion magazines page, but also become the darling of many international movie stars and models.

However, overseas favored footwear has long been forgotten in China. Recently, the big Bowen shoes company has just moved from Sanlin road in Pudong to Qingpu Industrial Zone, and several production lines are making OEM processing for foreign casual shoes. O Hirofumi director Chen Jianyue told reporters that the leap shoes had been sold for 26 yuan and a pair, the famous Shanghai time-honored brand. Later, because of the thin profit, O Hirofumi's shoes jumped off 7 years ago. Since then, enterprises have been engaged in export processing, and now the days are getting more and more sad. Chen Jianyue confirmed the news about the "overseas rebirth" of the "leap shoes". He said that the old factory director who had contacted the French had left big Bowen, but this incident brought great touches to the enterprise.

Double destiny

The same is the leap shoes, the fate of two days, why?

Leap shoes are popular abroad, which are related to the fashion trend of Europe, Chinese elements, but more importantly, the design. French designers repackage the leap shoes. Each shoe has a distinctive name. One pair of pink patterns for women consumers is named "sweet wind". The designer also specialized in making a leaps and bounds website for interaction with consumers. On the website, the "personal files" of the flying shoes are ingenious in the website: "birthplace: Shanghai; status: single; Constellation: Scorpio".

French fry shoes in fashion standards. O Hirofumi's shoe making concept stays on wearable and comfortable. The design of Tai Po Wen remained simple for decades. In the interview, Chen Jianyue specially found a cast iron foot mold. He said that the shoes used to be comfortable and popular in the past, because the teachers in the factory tried different kinds of shoes according to all kinds of foot moulds, and when they were uncomfortable, they changed to where they could be. "Foot mold design" has lasted for decades. After the production of the shoe, the company began to do foreign trade processing, because the foot mould was well done, and became the excellent production base of foreign shoes brand.

Being good at brand management is another key to the success of the French version of the leap shoes. France's leap shoes company is far smaller than the big Bowen shoe industry. Without funds, it will create interactive websites to advertise. If it can not find distributors, it will start selling directly on the Internet. Without celebrity endorsements, models and artists will be photographed from the circle of friends. They also created a story for the leap shoes: it has decades of history and used to be "Kung fu shoes" worn by Shaolin monks when practicing. Gradually, leap shoes became popular in Europe.

Ideas must be changed.

The real leap shoe is out of production, but the "leap" brand is still living in an awkward way. Chen Jianyue told reporters that in recent years, the size of the production of leap shoes manufacturers throughout the country, more than ten yuan a pair of counterfeit jumping shoes flooded the rural market. The reporter came to Shanghai, Zunyi's only "big Bowen" sales department. The shop assistant who asked not to be named told us that the 10 square meter shop was opened after several large Bowen old workers retired. They sold some stock through the factory relationship, and also purchased from other "gray" channels.

Here, you can see that the leaps are mixed in all kinds of shoes exported to domestic sales. The shop assistant said: "some old customers who are accustomed to wearing flying shoes are always patronizing. Many foreigners will come to wholesale a number of flying shoes as special souvenirs."

Domestic leap shoes never consider advertising. In the shop of Lu MenShi in Zunyi, the reporter met the money that had made 34 years' leap shoes. When she talked about the glory of more than 20 years ago, she was proud of herself: "when you think of those shoes, you are queuing up to buy them. In the era of shortage of materials, a pair of white shoes with excellent quality is an advertisement. The young people who are dressed in leaps will attract the envy of their peers. Things have changed. The reporter saw that the old Bowen old factory building of Sanlin road was full of CONVERSE sports shoes posters. Many years of foreign trade experience allowed big bloggers to see the marketing methods of foreign brands, but they never thought of letting stars wear their own shoes one day.

Transformation is difficult and difficult to change in concept. Recently, O Hirofumi is planning to invest funds and design teams to redesign the production of leap shoes in China. Chen Jianyue said, the first step is to do market research, to see what kind of leap shoes can match with the domestic shoe fashion, and then to fight fake, to avoid the old brand repeat the same mistakes. It seems that if the leap shoe wants to get out of the predicament of low end manufacturing in China, it is necessary to start from the four words of "emancipating the mind" if we want to regain the freshman.