The Market Of Leap Shoes

"

"This is a brand name full of times. It was born in 1958 in Shanghai's Dafu rubber factory.

After several twists and turns, the reporter found the old site of the factory, the No. 207 Zhongshan West Road under the Shanghai inner ring viaduct. The traces of the old factory have disappeared. Now, this is the Shanghai fire fighting command center, and the Hongqiao Shijia garden and other residential areas.

In 1931, the Daofu rubber factory, which was founded in 1931, has been pformed into a local state enterprise after the liberation. It has been renamed as the first factory of rubber shoes in the "Cultural Revolution" and has been named Daofu Rubber Co., Ltd. (Daofu rubber factory) since 1985.

In 1958, in the era of national great leap forward, Shanghai Dafu rubber factory developed and designed a kind of civilian.

It is called "leap FEIYUE".

And the predecessor of the leap shoe is the famous brand of release shoes. In fact, from the appearance, it is easy to see that the relationship between them is inherited.

In 1959, the self-designed and modified rubber shoes "leap shoes" officially entered the market. In 1963, the "track and field sports shoes" marked by pinyin and double arrowheads were put into operation in 1963. That year, they produced 1 million 616 thousand pairs, becoming one of the best selling brands at that time.

This is the shoe that is popular today in the city.

There are more than 10 factories in the old Dafu rubber factory, which are all Soviet style buildings. The shoe industry mainly produces two categories: the military release shoes and the flying civilian release shoes. The former is exclusively for the army, and the latter is underwritten by the Chinese department store. In 1960s, it sold four or five yuan a pair, which can be regarded as a luxury item.

As the first public and private joint venture in Shanghai, Dafu rubber factory enjoys a high reputation in China and has not ceased production during the cultural revolution.

However, the glorious period of the leap was in the 80s of last century.

At that time, it was absolutely necessary for Shanghai to dress up.

A pair of white sneakers marked with "FEIYUE" Pinyin and red and blue arrows are fitted with a sailor's shirt in the summer.

Under the "model" of Shanghai people, the sales volume leaps across the country.

"Businessmen from all over the country are driving trucks with cash in line at the door."

Aunt Zhao, an old worker of Da Fu, said she had fresh memories of such scenes.

At that time, every day, the shoes were polished very white, and no mud was stained. This kind of cleanliness would even be considered "frivolous".

A student, if you show everyone in the class that he has shoes for flying shoes, will soon attract the attention of the girls.

"A pair of shoes can wear for two years, except for the wear and tear at the bottom, without any stains and bad marks."

However, it is also this time that, due to the impact of many domestic and foreign sports shoes brands, the original position of the leapfrog shoes has been greatly impacted, and the market positioning has been adjusted repeatedly; and the existence of numerous "Li Gui" on the market also suppresses the market share of the leap shoes.

The leap is always facing this series of "internal worries".

After passing through a row of hardware and wholesale shops in the street, 585 Zunyi Road, Changning District, Shanghai, there is a slightly decent door face in the middle.

In the darkened space of more than a dozen square meters, the shelves are full of various styles of old shoes and other foreign trade sold to domestic Levi's (Levi 's) and CONVERSE (Converse) shoes. A rotating electric fan keeps blowing away the heat and slight rubber taste.

Occasionally, fashionable young men and women come in Taobao, but they do not pay much attention to the leap shoes that have already started a new buying trend in Europe. Only a few foreign consumers sometimes come to find the old rubber shoes they call "Kung fu shoes".

"Leap shoes" are shoes with few technical contents decades ago. They are now eliminated.

We need to develop more new products. "

A manager of Shanghai Lan Sheng stock company, who did not want to be named, said.

However, by the end of 90s, Da Fu decided to divest.

However, due to the flow of personnel, Da Fu did not regain the right to use "leap".

However, it is not easy to rely on the "big blog" of production leap shoes.

Chen Jianyue, the incumbent director, blamed the cause as "counterfeiting too much". O Hirofumi's factory name was counterfeited in Zhejiang, while counterfeit "leaps" shoes were sold at a price of only 10 yuan.

O Hirofumi lost the factory site and moved to Shanghai from Zhongshan West Road in downtown of Pudong New Area, and moved to the most remote Qingpu Industrial Park.

In the Qingpu Industrial Park, even the postman did not know where O Hirofumi was. The legendary factory was even more mysterious.

However, the French patters still had some abilities. 3 years ago, he found the big blog in Sanlin road in Pudong and asked Wang Jiannian, then director of the factory, to ask them to run the brand in France.

For pats, the first visit to big blog is frustrating.

He showed some painstakingly sketches on computers and a simple business plan to help improve the quality and design of flying shoes and push them to the international market. But what he got was the usual "hum ha ha" answer in China.

He thought that he was just like a foreigner who had found a factory before, but he wanted to export a batch of shoes, so he could not help but be surprised at the bold idea of the pformation.

After several rounds of negotiations, a cooperation agreement was reached between them. The big Bowen shoe industry also agreed to arrange for the production of shoes designed by pats in a processing plant in the suburbs of Shanghai.

The final shoe has undergone numerous rounds of revision. The leap of regeneration has been changed from the whole to the details: the shape is more exquisite and fashionable, the fabric quality is better, and the awkward sense of the original "Feiyue" logo is modified. New brand registered abroad is printed inside the shoe and sole, and the outer packing is also beautifully designed.

In addition, each shoe has its name to enhance its personality, such as a pink pattern that tries to attract female consumers.

"

Now, you can easily see the young people dressed up in the streets of Paris have a common feature. They are wearing a pair of "ancient" brands from China -- basketball shoes.

"This is absolutely challenging the dominant position of Converse (CONVERSE) in the minds of young people."

The French version of ELLE wrote in the case of a leap in the sneakers.

Young fashions are tired of dogmatic American culture, and they urgently need a brand that can compete with Converse to make them "shine."