The Leap Of Domestic Goods Leap Shoes To The Big Shopping Mall

In the old days, many people would wear cheap white shoes to move, but now they almost disappeared, but in big shopping malls abroad, they could be understood as: the Frenchman took away the story, took away the history, and took the shoes to France for a leap.

But is there no relationship with the domestic goods leap?

It's not a big leap in domestic goods.

But the French concept and design will become a culture.

The case of leaps and bounds gives some reference to Chinese brands. The key to winning is the marketing of a product.

No marketing is not viable. When people judge "made in China" and question the product, should marketing people think about it? Do you have insight into the brand and use it reasonably?

Market needs to be opened up instead of blindly stirring up complaints and picking up people's teeth.

For the 70 and Post-80 boys, they were recorded when they were young.

A shoe that has been on fire recently.

Moreover, the "smelly sneakers" that young people used to have had to be placed in Quarterback, a famous sporting goods store in Champs Elysees, Paris, at a price of up to 100 euros.

In recent years, China's popular brand of "civil relief shoes", pformed by storm and wind, is now turning into the darling of the international fashion industry.

In the last century China, leaps were a popular white shoe.

However, even after being pursued wildly, this shoe sells only 20 yuan in China.

Today, the leap shoes have changed, and prices have skyrocketed 20 times, becoming the euro tide products that can be sold for 500 to 1000 yuan.

What kind of Phoenix Nirvana has gone through?

-- past and present --

Long history and unclear brand

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 popular in the 70s and 80s of last century. When the peak is reached, the sales volume of the leap shoes has reached about 10000000 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.

Before 1993, the production and management rights of the leap shoes were always attributed to the Tai Fu rubber factory.

After that, Dafu rubber factory authorized the right to use the trademark of FEIYUE shoes to Shanghai Dabowen Shoes Co., Ltd.

This is the first time that the FEIYUE brand has changed its usufruct.

But strictly speaking, the big Bowen Shoes Co., Ltd. only has the right to use the trademark of FEIYUE shoes, and the exclusive right of FEIYUE trademark is still owned by Dafu rubber factory.

Before 2007, there were only two classic styles of commercially available leaps, one white and one black.

Until Nicholas, a Frenchman who loves Antique Chinese culture, found O Hirofumi Shoes Co., Ltd., and O Hirofumi authorized the trademark of FEIYUE to the French.

The French registered the international trademark of FEIYUE, but the dispute also came into being.

Although the big Bowen Footwear Company and the Tai Fu rubber factory belong to the dual money group at that time, actually the verbal authorization of Tai Po Wen is not legal.

The double money group unilaterally announced the recovery of the right to use the FEIYUE trademark, and then authorized it to Shanghai Shenglong shoes industry Co., Ltd.

However, because FEIYUE's international trademark has been registered and can not solve the trademark dispute in a short time, this has led to ambiguous relations between the two FEIYUE brands: one occupies the Chinese market and the other develops in the overseas market.

Complex production and marketing --

Domestic leap market is hard to fly

In the early years, a pair of leaps only cost 15 yuan.

Even around 2006, the price of flying shoes was between 12 and 26 yuan because of too many fake goods on the market.

The real price of the classic shoes is 35 yuan, and the new unit price is 50 yuan.

In the 80s of last century, having a pair of leaping 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.

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

Equally Limited is the technology level.

Due to technical reasons, the old style of jumping shoes is also limited.

Later, the technology of new leap has changed, so it is easy to develop new styles.

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

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 not large, most of which are 70 to 98 yuan and 128 yuan two.

Now China's flying shoes have developed about 100 improved versions, and overseas leaps are already close to 200 shoe models.

According to the style, 40% of the domestic leap and the overseas leap design style are the same, and the prototype can not be separated from the original appearance characteristics of the leaping shoes.

Most of the domestic brands are still continuing their previous sales model, the distribution system, and the sale of product terminals by distributors in various regions.

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.

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.

The area of Beijing, Tianjin and Tang Dynasty is a wholesale route, most of which are in the wholesale city. As long as they are large enough, they will sell them.

In Jiangsu, Zhejiang and Shanghai, it is the way of retail.

Insiders say that

The way of domestic sales of flying shoes is not smooth. How to maximize the brand domestic has become the most urgent problem to solve these old domestic products.

Legends --

Another new overseas student

Many people are impressed by the shoes that are worn by the Shaolin monks.

Although we no longer love big board shoes, this classic domestic product has always stood firm in the martial arts world.

In the 2008 Olympic Games, the kung fu kids who performed Tai Chi wore white shoes with blue and red checks.

Because of the wearing of monks, foreigners are interested in it.

At that time, God changed.

In 2005, the French Patrice Bastian (Patrice Bastian) lived in Shanghai. When he enlisted martial arts classes to learn martial arts, he saw the classic "little white shoes" at a glance.

He was a businessman with great business sense. He made a leap dealer, took his shoes to France, sold them to overseas Chinese who had feelings for him, and French young people who liked retro wind.

Ripples began to be touted abroad.

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 and 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.

In the hands of Patrice Bastien, the advantages of leaps and bounds in classical design were brought to the extreme.

Paris designers have redesigned improved leaps.

It also gives it a "martial arts shoe" with Oriental color, profound historical stories and legendary Shaolin monks.

Being good at brand management is another key to the success of the French version of the leap shoes.

In addition to the force in design, the French redefined the leap shoes, FEIYUE, also called Flying Forward in English.

The fashionable young people have made this Chinese blood jump shoe popular throughout Europe.

ELLE French magazine praised flying shoes as a fashion challenge for CONVERSE in the minds of young people.

In 2010, Time's annual "The Best of Asia" election, "Feiyue" honor list, is known as the most successful comeback.

It has been pointed out that it is a large Bowen company authorized to use the trademark. Improper use of the brand has led to the "rush" brand being snatch overseas.

Wikipedia's reference material is also mentioned that many old employees are not angry about being snatch this thing.

And only willing to call him "the Frenchman".

But after Patrice began to produce and sell the European version of the sports shoes, he did not seem to have co operated with Da Bo Wen or Da Fu.

More ironically, in order to protect these hard built brand images and avoid becoming the targets of imitation of Chinese fake shoes, Patrice put them into practice.

All improvements, designs and production were completed in France, and resolutely rejected Chinese OEM.

Today's leap is placed prominently in the famous sporting goods store Quarterback and department store in Paris Champs Elysees.

Beside them, there are Adidas, CK...

Leaps in Holland, Britain, Belgium, Korea...

They also have counters.