When Will The Famous Brand Of Chinese Shoes Revive?

Who owns a pair of brand-new back shoes will be as proud as Nike today. This is a childhood memory shared by many people.

Today, the "decommissioning shoes" "retired", the force experienced bankruptcy reconstruction, Beijing cloth shoes do not have a very loud brand.

When will the famous brand of Chinese shoes revive?

- Havaianas crossover innovation for slippers.

In December 10, 2007, CCTV's "economic half-hour" broadcast "thousands of business failures in the Pearl River Delta survey: rising costs to the relocation of enterprises" program, causing a lot of thinking.

In Guangdong, there are about five thousand or six thousand shoe factories. In CCTV's report, about 1000 enterprises are closed, and four hundred or five hundred in Huidong alone.

The shutting down and relocation of a factory has caused the Pearl River Delta to be in crisis. What is the first thing that should be done after the shoe manufacturing enterprises lose the advantage of low cost?

The problem is not limited to the PRD.

China ranks first in the world's three largest shoemaking countries, India second, Brazil third.

According to statistics, China's annual output of shoes has reached 10 billion pairs, nearly 7 billion pairs of exports, accounting for more than 53% of the world's total exports, domestic consumption of about 2000000000 pairs, accounting for 22% of the total global consumption, China's footwear industry in the world's footwear industry has accounted for 60% of the share of the territory.

However, behind this group of seemingly huge data, in addition to more and more people used to call China the "world factory", more and more people regard the PRD as a "Chinese factory". China's more than 20 thousand shoe companies and 4 million employees do not seem to have taken any advantage. The huge market not only failed to produce Forbes's super rich and their own super brands, but also made some shoe companies crumble and lurched on the edge of survival.

Once known as "quintessence products", the shoes, shoes and cloth shoes of Beijing have gradually been forgotten by the Chinese people. They are in an awkward position: the shoes released with the Chinese people for half a century are officially retired in 2004. 70 years of history, the shoe that has been identified as China's famous trademark by the State Administration of industry and Commerce has gone through bankruptcy and reconstruction. It has been hard to find traces in the shopping malls of the first tier cities. Although Beijing shoes have been expanding in the form of franchise, the number of brands that has been ringing has been numbered.

When will China's famous brand of shoes revive?

The "global village" and the Internet make the world market and the domestic market increasingly integrated, which means that any fashion can be "synchronized".

The result of "synchronized popularity" has enabled the Chinese to remove their appreciative gaze from civilian, durable rubber shoes, and remove them from comfortable, breathable old Beijing cloth shoes.

But the trend on the other side of the world makes us laugh and cry: first, LV's red, white and blue striped bags (looks like China's woven bags), followed by CK cloth shoes (with the same shape as Beijing shoes, only with beef tendon soles and CalvinKleinlogo), and then PRADA's black bodybuilding trousers (which are almost the same as those of Chinese girls in the 90s of last century), which are the most popular PRADA pants in Milan fashion week.

Why can't they become our leaders and fashion labels and spiritual leaders?

Foreign high-end brands represented by Nike and Adidas not only occupy the high-end market in China, but also capture the minds of the younger generation. How can we deal with the names of our national shoes?

Blue innovation believes that "retreat from the enemy" is not a way. If we can only wander around the urban and rural areas, we can not become a fashion that everyone can have. We need to carry out "value two degree development".

"Value two degree development" not only refers to independent innovation, but also has its own uniqueness in technology and Technology (the CROS shoes which are popular in 2007, the crocodile shoes get super market scale with its technology patents), and more importantly, give consumers new consumption reasons, not only functions, but also emotional values.

Similarly, Brazil is one of the three largest shoemaking countries in the world. Its Havaianas slippers grow from "grass root necessities" to "Hollywood fashion outfits".

Havaianas, the "herringbone" legend, Brazil is one of the world's leading footwear exporters. The footwear industry employs about 1 million, and exports over 160 million pairs of shoes each year to more than 90 countries and regions in the world.

Havaianas is the famous herringbone brand in Brazil. It was born in 1962 and was officially named Havaianas in 1965.

Its predecessor is the cheap shoes specially produced for coffee workers by the Alpargatas shoe factory in St Paul, Brazil. In 1962, it was slowly upgraded to a flip flops by the influence of ZORIFLIP-FLOP clip slippers in 1962. It sold 360 thousand pairs in 1965, and the sales volume reached 150 million pairs in 2006. In 2007, the brand reached a surprising total sales volume of 2 billion 200 million pairs, which became a genuine "national shoe" in China.

From the 60s to the early 90s of last century, Havaianas was mainly sold in Brazil, and the products were mainly herringbone towed, with black and blue colors.

After the monochromatic "top" series was launched in 1994, the price doubled, but it was loved by the upper class. Then the product was constantly improved and innovating. Rich color combinations, humorous expressions, changeable themes, and interesting creative collocation were gradually favored by fashion people.

In the world's top fashion magazine AmericanMarieClaire, Havaianas was rated one of the 100 single items in 1990s.

Mark Newson, the Australian designer MarcNewson, even called Havaianas one of the four great inventions to promote global progress. (the other three great inventions are wheels, steam engines, and Nao Zhong).