Why Are The Days Of Domestic Leaps And Bounds Worse And Worse?

A recent episode in crazy circle of friends

Many people discovered that they had long been submerged in various new ways.

The Chinese domestic product, which sells for about 30 yuan, is a popular sport abroad. The French have sold the pair of white shoes to 99 euros.

However, there has been no half dollar relationship between the exploding leap that has already been registered in France and the old domestic goods jump shoes.

Compared to the French version of the leap is placed in the famous sporting goods store Quarterback in Paris and the Department Store tide shop in Holland, with its Adidas, CK and other brand shoes, and even in Holland, Britain, Belgium, Korea and other countries also have counters, by young people and even movie stars.

People's popularity, the price of domestic leaps is uneven, the price difference from the 20~100 multi RMB, Taobao online generally a pair of basic basic sports shoes about 35 yuan can be done, but consumers reflect, shoes will not wear out in a week.

In some Internet forums, the quality of domestic leaps is also tucking away for years.

Some people say that for a pair of shoes but the price of a cup of Starbucks coffee, we can not expect too much of its quality.

Why are the days of homemade flying more and more mixed and worse, and it is difficult to make a big difference? But a new one that has been brought to France for further registration and improvement can turn itself into a fashionable single item on tall buildings.

French rush for trademark?

Born in the 1958, the leap of domestic goods, like many old brands in China, is long and tortuous, and has been on the brink of extinction.

The trademark "leap" was first founded by the original Shanghai rubber industry company.

At the beginning of 1950s, more than 80 companies that made shoes and tire products were merged into public and private joint ventures, including the Shanghai Dafu company, founded in the 1920s ~1930.

These enterprises set up the Shanghai rubber industry company after the merger, under the jurisdiction of 10 rubber shoes factories, namely Shanghai rubber shoes factory to Shanghai rubber shoes ten factory.

In 1958, according to the military release shoes, a kind of civilian sports shoes "leap" was born.

Because it is light, soft and durable, the leap shoes are widely welcomed by people. The color matching of white and red stripes makes the leap shoes become the fashion products popular in the 70s and 80s of last century.

According to legend, the peak shoe sales reached about 10000000 pairs a year.

But not for long.

After 1986, Shanghai rubber industry company began to reform.

Like many old brands, leaps and bounds have undergone a series of reform pains.

Its brand ownership was once vague.

In 1992, the Dafu rubber factory was assigned to the Shanghai tire rubber (Group) Limited by Share Ltd and merged into Shanghai Huayi Group with the group.

In 1997, Dafu rubber factory invested in the establishment of Shanghai big Bowen Shoes Co., Ltd. in the same year, the big Bowen shoes industry was pferred to the name of Shanghai Lan Sheng stock company.

The factory also moved to Shanghai from Zhongshan West Road, Pudong New Area, then moved to Qingpu Industrial Park.

The constant merger and relocation seemed to have thrown away the fame and luck of the leap.

At that time, a leapfrog dealer found Da Bowen Shoes Co., Ltd.

This dealer is the French who is denounced by many people, named Patrice Bastian (PatriceBastian, hereinafter referred to as "Patrice"). This is the man who later made the leap overseas.

O Hirofumi authorized the trademark of FEIYUE to Patrice, and he snatch the international trademark of FEIYUE in France in 2006.

After many improvements (narrowing, improving canvas cloth, etc.), the French version of the leap design is more in line with the young people's preferences. The 4 basic models can produce more than 60 matching colors, and have made great efforts to publicize and promote them.

The price of a pair of leaping shoes reaches 50~100 euros in its official website.

Liu Wangsheng, who was the responsible person in Dafu rubber factory, told the first Financial Daily reporters that in strict sense, the big Bowen Shoes Co., Ltd. had only FEIYUE's trademark right to use. "Big Bowen has no right to give it orally."

When Liu Wangsheng talked about this, he still felt indignant.

But this is not very meaningful.

So far, the sale of FEIYUE in France has nothing to do with domestic companies.

Because FEIYUE's international trademark has been registered, and can not solve trademark disputes in a short time.

So far, there is such a situation: foreign leaps are being sold overseas, and domestic leaps are being sold in China.

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The predicament of old brands

Today, after a series of changes, the ultimate owner of domestic leap shoes is Shanghai Shenglong Shoes Co., Ltd.

According to the first Financial Daily reporter, Shanghai Shenglong shoes industry is a typical trading company. It is only responsible for the operation and management of the leaping trademarks. Only one of the four or five factories that cooperate with them is responsible for producing classic shoes, while others are responsible for the production of new styles.

At present, there are two new and old shoes in the market in China. The new generation of leap is sold by the dragon, the shoes are thicker and the production is better.

The improved second generation leap into Jingdong and Taobao in 2015 and opened official shops respectively.

At present, there are 10 direct shops and hundreds of distribution stores nationwide under the leap line.

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.

This is different from the way of sales. Beijing, Tianjin and Tangshan take wholesale routes, while Jiangsu, Zhejiang and Shanghai take retail routes.

Because of the advantage of cost performance, the past two years' leap from the year to the bottom has begun to rebound, and there is an upward trend.

Compared with the worst time, the annual sales volume of leaps in China is only tens of thousands.

"Now the leap has improved."

Liu Qinglong, manager of Shanghai Shenglong shoe industry Co., Ltd., who runs the "Tianshan branch" facade, told the first Financial Daily reporter that last year the national line sold about 2000000 pairs of shoes.

It is worth mentioning that the leap now has good sales results online every year.

"Last year sold about 500000 pairs."

In order to attract more young customers, leaps are also seeking innovative cooperation.

In August 2015, a leaping sales agent worked with Disney to get the authorization of the star wars, so there was a leap in the star shoes, and the retail price was around 200 yuan.

Not only is leaps and bounds, the first Financial Daily reporters had previously interviewed the same old Chinese goods, but also learned that after the attention of some social topics, Hui Li seized the new domestic product craze for pformation and pformation from wholesale to retail mode.

But the luck of the leap is not good enough, and the latter's trademark ownership is clear.

In addition to the problem of trademark ownership abroad, the previous history left behind the problem of brand management.

There are still a large number of old version of the leap shoes on the market. The sole of this shoe is printed with big Bowen, and the sole is thin. The last step of the version is glued by machine, so the shoe can also see clearly that there is glue, and the retail price is about 35 yuan.

"The old shoes you buy now are not officially recognized by us.

Mostly counterfeit and old stock. "

Liu Qinglong reluctantly explained, but many problems can not be solved overnight.

In addition, leaps and other brands also face serious problems of counterfeiting.

Up to now, there are still many counterfeit and leaWing shoes made of cheap materials by merchants, and the retail price of only 15 yuan or so is sold to various rural areas and small cities.

"There are about 10 million ~2000 pairs of shoes a year, and the quantity is 5~10 times the quality."

Liu Qinglong said.

We should define the right of brand ownership, attach importance to brand building, brand promotion and brand maintenance, constantly improve the design and quality of our target customers, redesign brand channels, and take measures to prevent counterfeiting.

These French leaps have not been achieved by the domestic leaps and bounds. Perhaps this is the reason for the great disparity between the two.

Even if we seize the new domestic product craze and start the pformation and reform, whether the domestic leap can break through the difficulties in the numerous difficulties such as the aging of its brand, the long focus of the public attention and the fierce competition between domestic and foreign brands, is still unknown.