The Past And Present Of Domestic Football Shoes

In the 2016, Chinese people never seemed to be so concerned about football.

The development of Chinese football has been included in the strategic development goal. The Chinese team has scored the top 12 matches, and the European Cup is attracting numerous eyes.

Looking around, it seems that there are countless manpower and capital invested in football field overnight.

As the basic equipment of football sports, sports shoes have endless market demand with the characteristics of consumables.

ADI,

,

MIZUNO and other traditional giants dominate the market.

New Balance and other football brands are eager to have a share.

As a Chinese fan, no matter from the feelings or the actual needs, we hope to have the national top brand brand shoes.

The first thing to say is that China needs to have domestic football shoes.

Here are the natural or artificial vamp with enough protection, hard sole and nail, and professional football shoes with heel TPU at least at the heel.

Maybe someone would say, "my football enlightenment is based on a pair of cloth shoes and even playing football with cloth shoes."

Although the charm of football is not restricted by conditions, no star can rely on a pair of cloth shoes to go to work.

If you can't get enough protection for a long time or in a high intensity competition, the damage to your feet is huge and irreversible.

The necessity of professional sneakers is beyond reproach. Although giants like ADIDAS and NIKE have professional shoes with various grades and prices, the cost of playing football is not low considering the consumption of sports shoes and the general national conditions.

Only domestic brands know the level and demand of domestic consumption best, and they can also design sneakers for the difference between Chinese and European and American feet.

This will not only benefit domestic fans, but also guarantee the development of Chinese football.

In today's article, I hope to introduce the history and current situation of domestic sneakers as far as possible.

The oldest football field is the "big brother" - "Lining" in the domestic sports brand.

"Lining" is also the most sincere and tried brand in football in China.

It can be seen from its sponsorship of the National Collegiate Football League (CUFL) 2005-2012 years ago and the introduction of a number of professional sneakers.

In 2004, "Lining" launched a custom-made "iron" series football shoes for Li Tie, who played at Everton at that time. It was widely recognized inside and outside the industry with kangaroo leather shoes, "perfect Chinese foot type" and lightweight as selling points.

What is worth mentioning is that its quality can be discharged into the third class of all sports shoes at that time.

At that time, the price of 1080 was also visible.

The 05 year's "Tu Hao Jin" color matching is also enough to earn enough attention.

{page_break}

The "iron" series can be described as the top of the domestic shoe game so far. But because of spokesperson Li Tie's injuries and injuries, his influence is slipped, and this shoe only takes a high-end and professional route to discourage most ordinary fans, and the "iron" series slowly fade out of people's sight.

Next is the "sharpness". I personally think that the "sharp" generation is basically similar to the main features of the "iron" series, kangaroo skin, faultless workmanship, and very full shoe last.

The more notable difference is that the "sharp" generation added a large area of friction bar to the inside of the whole shoe, and adopted the asymmetrical symmetrical shoelace to move toward the design. The shoelace is no longer located in the middle of the instep, avoiding the contact area and reducing the influence on the shoe type when adjusting the tightness.

There is also a very cool pparent heel design, known as "4D visualization last type".

Unfortunately, there is only the top version of 1080.

Then Lining launched the "sharp II", if it is "iron" is stunning, "sharpened" is inherited, then "sharp II" can be said to be Lining football shoes products "Waterloo", Lining after this generation of shoes, then gave up the mainstream shoes design and production.

Looking at the photos, you can see that the details of the shoes are very rich. In fact, the official claims of technology gimmicks are also enough, but actually the foot experience is not satisfactory.

Although the design of "hidden shoelace" has the consciousness of the advanced era, but because of its very heavy material, it has become an obstacle to increase the weight of touch.

In addition to the 1080 version, "sharp II" has also launched a "Tai Chi" suit with a price of 2880 sets of three shoe nails.

Although it is not mature until "sharp II", in fact, these three sports shoes have high design standards and quality standards all over the world at that time.

Lining failed to adhere to the football road until the end, mainly because of many reasons besides products.

First, the domestic football situation was small and the scandal was frequent.

The second is the lack of details of domestic brands. The mature product line of football shoes needs long-term planning and perseverance. However, the conclusion can be found that the emergence of several sports brands in China is very rapid, because the reason is that it accurately grasps the market trend, what to do in the fire, only to catch up with the large consumption crowd, and it is doomed that there will not be a long line of products. After 02 years, the domestic football momentum has fallen sharply, and is doomed to be difficult to insist on.

The third is that the products do not cater to the market very well. Speaking of the three pairs of shoes mentioned above, what we see is the careful design, high quality, all kinds of science and technology gimmicks, and high price.

Most fans do not need to consume 1080 of the sports shoes, let alone how many people can play the venues that can accommodate FG or even SG? The fourth is the agency distribution mode. Most of the domestic sports brand products are sold by distributors, there are few direct stores, football shoes are not as good as other commercial products, and they are not competitive. Dealers will not be able to purchase. This is also the reason why it is hard to see football shoes in domestic sporting goods stores.

The fifth is the single product and the lack of promotion. First of all, look at ADI Nike. Their generation of products not only have different color matching shoes of different grades and different venues, but also have almost all the matching equipment you can imagine, but "Lining" has only a pair of football shoes with a price of 1080.

Lining, as the first person to eat crab, has feelings and courage. Its success and failure in the field of football shoes are both typical and valuable experience. After analyzing the domestic brand attempts, we can learn from these experiences.

The next few years are the dormant period of domestic shoes. The domestic professional football shoes on the market are basically only "double stars" and some unknown brand names, and the prices range from 100 to 300 yuan. The general characteristic is that the shape is imitated by foreign products, without foot feeling and technology, and the quality is also uneven, and the discussion value is not large.

Here, "Lining" also has some basic training shoes that are not commercially available. The author has tried, though not distinctive, but still relatively high quality and good quality, but unfortunately it can not become a climate.

It is worth mentioning that the sponsors of XTEP, who took over CUFL, also have their own shoes products, which are divided into two types: speed and control. There are many matching colors, which are provided free to big players and occasionally sold online.

(the following figure is the speed shoe type obtained by the author during the big foot race).

{page_break}

Speed shoes are light and slender, and the control shoe upper has friction stripe.

PU vamp, with soft inner layer and AG sole, is comfortable and strong, reaching the level of ADI and Nike.

In 2015, China's Asian Cup winning streak came to the 1/4 finals. Hengda won the Asian championship again, plus the big reform spring breeze. The domestic brands will surely swarm into the football field. The first to seize the market opportunity is Anta.

Whether it was marketing or not, "Anta" first launched a copy of the legend of plagiarism. After the population was cut down and made full profits, "Anta" suddenly launched a two fully independent design at the end of 2015. It was full of sincerity. There was no "slot point" male football series shoes. The entry-level nail soccer shoes "Lion" A11 and the middle end "Lion" MG were endorsed by the domestic active player "one brother" Zheng Zhi.

The former price is 299, the promotion price is only 59 yuan, the latter is 399, and the promotion price is 239.

According to the evaluation of insiders and netizens, the level of materials and design is totally equal to ADIDAS and NIKE products.

In March 2016, as early as 15, December, Zheng Zhi's "Lion" series, the ultimate male lion FG, was also put on the market.

The "Lion" FG has not made a gimmick in the cloud, but the price is 599, and the promotion price is 359. However, it has a lot of top-level shoes.

{page_break}

Cushioning shoe pad

Nylon bottoms with reinforced beams

External TPU

And for the general Chinese foot type in the front palm has been widened slightly, in addition to sincerity or sincerity.

To put it simply, it is exactly what a pair of domestic sneakers should look like.

What is more proud is that the previous "Lining" invited the designer of "Mercury" Max Zago, and this "Lion" is from the hands of two young Chinese designers, not just "Made in China", but the real "Made by Chinese".

So far, although the first generation of products can not be perfect, but generally speaking, Anta has been more successful from products to marketing. It only hopes to expand the product line as soon as possible, and smoothly launch the next series or the next generation of products, and has a long-term plan and stick to it.

After seeing "Anta", "XTEP", which has already been involved in football field and has the production line of football shoes, can not sit down. In April 2016, "XTEP" issued a "knife edge generation" top football shoes, which was endorsed by the retired giant Shevchenko and participated in the design, which is priced at 599 yuan. It is said that there is also a medium and low end sale, which is mainly designed for Chinese teenagers.

{page_break}

The "blade generation" uses honeycomb structure upper, which can refer to NIKE's 1 generation of bee wasps and NB's VASARO; AG outsole is similar to that of previous training shoes for CUFL, and the whole toe has been widened and heightened.

Through the static experience of the physical store, the intuitive feeling is that the shoes are thick and comfortable. The AG's outsole is also very consistent with most domestic venues, but it doesn't seem to have a very clear positioning.

The "blade generation" is generally in line with the rules, but its core concept of "making world-class affordable soccer equipment for Chinese teenagers" is still worthy of recognition and has indeed been reflected.

I personally believe that from the early experience of "Lining", the domestic sneakers should first be looked at domestically, and we should produce products of excellent quality and in line with China's national conditions, and make efforts to promote them, and have long-term plans to dare to uphold and move towards the world step by step.

I hope one day I can wear the world top level sneakers of domestic brands.

In addition, Lining, who is a friend of the football equipment agency industry, said that the "miss Lining" in the field of farewell football shoes may also return to this stage. The product promoter who has already started to contact the football equipment agents to introduce the sneakers that will be launched is worth looking forward to.