Flying Shoes: Old Chinese Products, Western "Butterfly"

Basketball shoes were once the standard equipment of ordinary Chinese in the 70s and 80s. With the changes of the times, people's vision has long been fading away.

But since a Frenchman named pats bath has acquired the overseas agency of basketball shoes in 2005, it has been popular in French fashion industry in recent years and appeared on the feet of taijijie performers at the opening ceremony of the Beijing Olympic Games.

When the brand name of "FEIYUE" and "Ospop" appeared in European fashion magazines, no one would have thought that it turned out to be the classic equipment of ordinary Chinese in 70s and 80s -- the pformation of leaps and shoes.

The leap shoes, which have long been fading away in memory, are sprouting up with new changes: four times in the two years, the French version of ELLE appeared on the feet of the taijijie performers at the opening ceremony of the 2008 Beijing Olympic Games.

We saw the leap again, and we lost the familiar "Blue Grey era" look. It had a fashionable name, "FEIYUE". Although it was just a pliteration of Chinese leaps, it was a new brand interpretation: "Flying forward" (forward flight), with the fashionable appearance and comfortable material, and the rebuilding of the brand, the Frenchman, built an English and French bilingual international website.

ELLE, a famous fashion magazine, reported to FEIYUE in 4 times in 2006 and 2007. "This is absolutely a challenge to CONVERSE's dominant position in the minds of young people."

FEIYUE advertisements began to appear frequently in the French media. Orlando, Bloom, once put on a leap in the movie "New York, I love you". He once starred in the Lord of the rings, Pirates of the Caribbean.

It is said that FEIYUE has been selling at the same time in Paris's professional sports shoe store with international brands, and has more than 160 agents in France.

The revival of France in France has also led to the regeneration of power shoes and release shoes. After the pformation of cotton and rubber soles on fabric and design, the pseudonym "Ospop" appeared in the European market, and the existing Skywolf (Sirius) and Departure two series.

These improved classic shoes have also achieved a "leap" in price. The price of the new leap Series in Europe and the United States is between 50 euros and 120 euros, and the price of Ospop shoes is 76 dollars, while its price in China is only twenty or thirty yuan.

This European retro trend has also led to the "return to temperature" of the old domestic shoes. The authentic footwear manufacturer of China's leap shoes, Shanghai's big Bowen shoes industry, has attracted much attention, and more and more customers come to ask about the purchase.

On Taobao, old sports shoes and back shoes also once hit the bestseller list.

The technology of brand pformation is "only selling back power shoes and leaping shoes, but I didn't expect to suddenly become popular."

Taobao, a sports dealer specializing in sports shoes, said he had bought products from Shanghai's big Bowen footwear industry and started a new sales plan.

The fashionable vanguard, who has long been advocating Nike and Adidas, can not help wondering: "why do Chinese goods become so fashionable and popular in the hands of foreigners?"

Leapfrog sports shoes fly across the ocean to France. Because of a French named pats bath, in 2005, he found a very Chinese style leap shoes in Shanghai. After negotiations with the Shanghai big Bowen shoe industry, which had the right to use the brand, he got the offshore agent of the jumping shoes, and registered the trademark with the flying Pinyin FEIYUE.

The most unusual thing is that pats bath is telling the story of the Shaolin story in France.

"FEIYUE was born in 1930s and became famous for its comfort, especially in keeping with the needs of practicing martial arts."

"From the national football player to the famous Shaolin monk, it is loved by all social strata in China.

FEIYUE is the product of 7000 years of collision between Chinese history and modernity.

In the first advertisement of French leapfrog shoes in France, pats bath designed a pair of silhouettes of Chinese Kungfu in flying shoes, and in the background was Shaolin Kungfu.

Pats also gave birth to some new products such as Shaolin, Jia and other martial arts related titles.

In March 2008, fashion brand Celine invited FEIYUE to request a new sneaker for the new season's Tai Chi series.

Sports shoes with "FEIYUE" brand have been sold to many countries, and new styles have been developed on the basis of existing styles and designs.

Let's go back and forth.

After many years, it has become a hot topic again.

There are quite different views about its trend.

Zhou Xing, who is now studying at University, recalls: "when I played badminton early, I was really good at wearing back, but later I didn't know why I couldn't buy it. The streets were all double stars, although it was also dozens of dollars, but I think the quality of the back feather badminton shoes was much better than that of the double stars, and later changed to two hundred or three hundred leather shoes, and never bought canvas feather badminton shoes with thin bottom.

However, I still miss my efforts.

Zhou said that now there is a re listing of the power shoes will consider buying a pair of try.

"76 dollars?

It's too expensive. About two hundred can also consider buying a pair of play.

If foreigners like this, I think it's also a novelty. "

A netizen message said that compared to the domestic market, the price of the new version of the jump shoe is too high, so it will not blindly chase fashion.

At present, domestic consumers are more surprised and reminiscent about the resurgence of old domestic products. The recognition and advocation of the new brand itself is not obvious. In the domestic market, the new version of the new version of the leaping shoes and shoes released abroad has not been found in the major shopping malls.

How many classic brands disappear quietly in our life but not for us? How many brands will regenerate the birth machine to make us happy?

After the Beijing Olympic Games fully displayed the Chinese elements in the world, there is such a expectation: can the retro Chinese style deduce more old revival legends?

In 1959, Shanghai was born in 1959.

The "leap" of the year, whether it is simple style design, light materials and simple LOGO, has reached the popular trend of contracted design in modern perspective. The nearly manual production line is the fashion concept of modern people.

"Leap" produced 1 million 616 thousand pairs in the first year, and was named the first in the country in 1964.

From 60s to 80s of last century, China's footwear industry was the world of "leap", "back force" and "double money". In the early 80s, it was the aristocrats to wear flying shoes, but now, the sports shoes are typical shoes for the poor in China.

Nowadays, they can only appear in remote rural markets or urban street vendors.

The old factory that leaps and bounds has already moved to the outskirts of Shanghai because of heavy losses, while factories are more willing to work for international famous shoe brands at lower prices, but they are reluctant to develop new models.

"Leap" did not register as a trademark at the end of the day. Its current ownership in the country also belongs to the big Bowen shoe industry.