The Production And Sale Of A Pair Of Leaping Shoes

For many 70 and 80's boys, Shanghai

No stranger, because it was young.

。

But for most domestic products, new

With the impact of foreign brands, they failed to continue the scenery of the last century. The pfer of consumer interests and channel determinism made them once in a limitless predicament. These commodities, which were less than 100 yuan in China, once faced the risk of bankruptcy, but abroad seemed to be another scene.

In the past few years, the leap shoes were brought to Europe by a Frenchman. After being repackaged, the pair sold only twenty or thirty yuan in China, which sold 50 euros in the European and American markets.

Leap from glory to decline

The history of leap shoes dates back to the Dafu rubber factory in 1931, when it was founded privately.

After liberation, public and private joint ventures became local state-run factories.

In 1958, the Dafu rubber factory developed a kind of civil sports shoes based on military release shoes, named "leap".

Because it is light, soft and durable, the leap shoes are generally welcomed by people. The color matching of the white background red and blue stripes makes the leap shoes become the fashion products of the public in the 70s and 80s of last century. When the peak is reached, the sales volume of the leap shoes has reached over 1 million pairs a year.

In the 90s of last century, the whole of Shanghai was facing the economic pformation of the city, and the rubber industry with high pollution and high energy consumption gradually moved out of Shanghai.

Under the reform idea of catching up with the big and small, the Shanghai Dafu rubber factory, which owns the leap brand, will concentrate its production on the more profitable tyres, while the low price and thin profit leap sports shoes are not valued.

At the end of 90s, the leap brand fell into the hands of Shanghai Shenglong shoe industry Co., Ltd., at this time, the leap shoes had almost disappeared in the Shanghai market.

"Leaps" in the French version of the legend

In 2005, the French Patrice Bastian (Patrice Bastian) lived in Shanghai.

This crazy sneaker collector, when he enlisted martial arts classes to learn martial arts, saw the classic "little white shoes" at a glance.

Originally, because of the soft and comfortable shoes, the leaps are always the standard of Chinese martial arts practitioners.

Thus, Patrice and Bastien linked the leap to the Chinese martial arts culture, registered the trademark "Feiyue" in France, and began to produce and sell the European version of the sports shoes.

In 2008, Orlando Blum made a leap in making short films in the streets of New York.

He was the first star to take the leap into the public eye.

Since then, the leap has been increasingly sought after by the crooked nuts: Poppy Delevingne, the brand image ambassador of Chanel & Versace, is taking a leap in the event.

EXO's Park Chan Li also took a leap.

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".

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.

2006 ~2011 is the second time that the leap shoe has become popular. However, after 2011, in the face of the impact of many strong brands, the sales volume of the leap inevitably goes downhill again.

The price of overseas leap shoes has been between 35~150 euros and never been discounted, and now it is often sold at 5~7 discount price.

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The production and sale of a pair of leaping shoes

As a domestic product, the leap shoes, like other domestic products, will encounter problems of fakes and fakes.

Therefore, the French Patrice did not intend to open up the Chinese market.

Because the fear of counterfeit products will once again affect the brand image.

In 80s, having a pair of leapfrog shoes was a symbol of wealth, and the traditional leaping shoes, which were not damaged in two years, had to go through many processes such as bottoms, pressing, stretching, washing and sewing.

Nowadays, the production volume of the new and old money is basically 10:1, assuming that ten million pairs of new leap shoes are produced every year, so the output of the old ones is about one million pairs, and the output is not high.

Equally Limited is the technology level.

To put it simply, the key to the technology of old jump shoes is rubber bottoms.

If the rubber bottom is heated at high temperature, if the density is higher, the bottom will harden, and the density will be softer.

The shoes of the early jump are made up of two parts, the top is loose, so the styles are decided by the bottom, but the bottom is not too loose, so the style is limited.

The craft of new leap has changed.

Although the material of the vamp is the same, it is now a sole with a midsole, and the softness is adjusted by the middle sole.

The midsole can change the thickness and tightness of the material, so it is easy to develop new styles.

Another different process is that the last process of the old section is to put all the shoes into the high temperature furnace, because the machine is stitched, so the excess colloid on the surface of the cloth and rubber is not clean.

The last process of the new type is controlled by man, and the details of cloth and rubber seams are better and more refined.

Of course, the process is different and the cost is different.

Take the cost of classic cost as an example, the old cost is about 20 yuan, and the new cost is about 25 yuan.

Therefore, the market price of flying shoes can be easily calculated.

The general ex factory price of the leap shoe is about 5 yuan plus the cost price plus the cost price plus 10 yuan.

In addition to the classic ones, the sales agents of the leaps are accustomed to call the other styles an improved version.

The price range of the improved version is also not large, most of which are in the two files of 70~98 yuan and 128 yuan.

Since the dragon shoe industry has taken the leap, it has now developed about 100 improved versions, and overseas leaps are already close to 200 shoe models.

Today, the factories that are working with the dragon shoe industry are making two traditional factories in Shanghai, and the two or three factories in the improvement area are concentrated in Shandong Qingdao area.

Such as Hui Li, Seagull camera, permanent and so on, these are brand names founded in the three and 40s of last century.

But most of the national brands are still continuing their previous sales model, the distribution system, which sells products terminals in various regions by distributors.

Leap shoes are no exception.

The sales of leap shoes in the whole country are also completed by agents, presenting in the form of regional agents.

Beijing, Tianjin and Hebei are a large area. Guangzhou and Shenzhen are a region. Jiangsu, Zhejiang and Shanghai are a region.

As a whole, there are more than 20 agents in the country.

Sales difficulties of domestic products

In the sales volume of the leap shoes, Beijing, Tianjin and Tangshan still rank first, and Jiangsu, Zhejiang and Shanghai can only be ranked third.

And this is somewhat different from their way of selling.

Beijing, Tianjin and Tangshan take wholesale routes. Most of them have a large stall in the wholesale city, so long as the volume is large enough, they will sell it.

Jiangsu, Zhejiang and Shanghai are retail outlets.

There are more than 20 stores in Jiangsu, Zhejiang and Shanghai where Tian Bo, the general agent of Shanghai, has 11 shops in Shanghai and the rest in Nanjing and Yuyao. The sales volume in Shanghai is relatively stable.

Tian Bo receives a lot of calls from distributors every day, but he is very cautious about developing distributors, because most of the pure selling businesses only look at the low cost of the leaping shoes, and they will not make a shop simply for the brand, or say that the main salesman will make a leap.

Most of them sell shoes at random.

"Although retail sales do not sell well in Beijing, Tianjin and Tangshan, in the long run, retail profits are higher."

Tian Bo said.

Among the people who shop in Shanghai, some of them are tourists from Hongkong and Taiwan. Their numbers are not very large, but each time they buy a lot of shoes.

Tian Bo thinks, because it is retail, so consumers choose to jump this shoe and their choice of guests is actually mutual.

They would like to take the leap shoes, and the ones who bought them, except for a part of Hong Kong and Taiwan, are young people from an age perspective.

The older people who do not pursue fashion or nostalgia are mostly just walking around.

Shoes are different from other products. Leaps are three season shoes, but they are not suitable for winter wear.

So its sales slack season is very clear, that is winter.

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Tian Bo said: "the usual stock is three to five times that of the winter.

Now, in October, approaching winter, the shoes that are usually stocked with 5000 pairs will only enter about 1500 pairs.

In terms of style, because the seasons are different, consumers are different in their geographical location, and they will also increase or decrease according to the corresponding sales situation.

Take Jiangsu, Zhejiang and Shanghai as an example, the sales of leap shoes 60% depend on retail sales, and the 20% is group buying, such as Wushu schools and training schools.

There are also 20% custom-made activities that are similar to specific themes. For example, sports meet, there may be organizers to customize shoes with specific signs.

E-commerce accounts for a small proportion of 60% of retail sales.

The leap shoe itself is a distribution system, and two network distributors are set up shop in Tmall, one in Shanghai and one in Tianjin.

Although they are the only authorized network vendors, they are not flying flagship stores.

This is to say that there is a very real problem in the electronic commerce business of leap shoes and other domestic products: SKU is not enough.

The domestic cost of the leap shoes has a total of 60~100. Only the traditional way is that whenever and wherever the number of yards is homogeneous, the warehouse stock is enough.

At any other time, there may be 50 remaining stocks.

This makes the SKU not enough to support a flagship store that only sells leaps.

Therefore, the two Tmall dealers of the leap shoes shop are not only selling rapidly, but also selling back shoes, while the sales of leaps in Tmall stores are more than 40 yuan.

70% of the customers in Tian Bo's market were asked not to place orders directly, and he temporarily regarded it as a window for Internet sales.

The way of domestic sales of flying shoes is not smooth. How to maximize the domestic brand has become the most pressing problem for these old domestic products. We do not want these things to end on behalf of an era.