China'S "Rubber Shoes" To Rescue The Fashion Circle In Europe And America

　　尽管北京已经有些炎热了，但来自法国的Jacques并没有觉得阳光给北京东城区南锣鼓巷细窄的胡同带来了多少燥热，因为他看到身旁小店橱窗里赫然摆放着的两双飞跃鞋，这个发现简直让他雀跃不已。

Jacques has been traveling to Beijing for a week. With friends, "must bring a pair of" fly back "entrustment. Jacques has gone through all the old alleys in Beijing City, and finally found their traces in this small shop." 11.57,0.00,0.00% "

In fact, the leap shoe has been quite popular in Europe and America in recent years. The most expensive one has even sold 120 euros, and the Jacques bought this authentic "Made in China" is less than 100 yuan.

"It's a good deal, very good!" Jacques said with a thumbs up.

"Rubber shoes" to rescue the fashion circle in Europe and America

Mention the leap shoes, a little older will immediately think of those white shoes, red and blue patterns, yellow jeans at the bottom of the "smelly rubber shoes", and were born in the same era, there are back shoes, army green relief shoes and so on.

These old sneakers were once regarded as "Idol" in 70s, but now they are no match for fashion concepts.

However, it is these "antiques" who seem to have nothing to do with fashion. They are breaking the fashion supremacy of ADI and Nike in the eyes of young people, and have become fashionable new favorites.

The reason was mentioned a few years ago.

A few years ago, a French Frenchman named Patrice Bastian had no intention of finding the leaps and shoes in the streets of Shanghai.

But until the two sides signed the agreement, the Chinese representative was still doubting the foreigner: in China, cheap to only $12 antiques, the foreigner unexpectedly thought of selling 50 euros abroad.

Facts prove that Patrice Bastian is a businessman who knows marketing very well.

After signing the "leap", he set up a new leap Group with his friend and designer Charles Munka, and simply registered the trademark with the flying Pinyin FEIYUE, and gave it a new meaning, flying forward (Xiang Qianfei).

After planning and packaging, in February 2006, the reborn "leap" was launched with the "Shaolin spirit", "mantis", "dragon dust", "monkey claw" and other classic funds.

In April 2008, Orlando Bloom, who starred in the Lord of the rings, appeared in Manhattan on the stage of a pair of leaps and bounds. At that time, more and more Hollywood stars began wearing the sports shoes from China.

This is a miracle that Chinese sneakers once again created in the fashion industry after China's snakeskin bag was cloned by Louis Vuitton, a foreign fashion brand.

No wonder some commentators even said that Chinese retro elements have become the straw to save the fashion circle in Europe and America.

Because "very China", so crazy.

"Leap" fire, and "leap" with the same facial makeup, and even the more distant "back", also in this fashion list competition was mistakenly red.

The back force shoes were originally made in Shanghai. After the liberation, "Beijing Rubber General Factory" also produced "Wrigley" white power shoes, which was loved by the youth at that time.

The biggest feature of the pair of white power shoes is their beautiful appearance. The athletes wear white shoes and dark colored sportswear in sharp contrast, which makes the men and women basketball players on the court look more heroic and daring.

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A Chinese who had studied abroad from a small country and studied in Helsinki, Finland, published a book about Huili shoes.

The author praises his shoes.

Because in her view, the design of the shoe itself is quite classic, and the history of Chinese people wearing back shoes is a microcosm of Chinese social development and "board shoes" culture.

After the leap and return, another exported domestic product - Sneaker came out.

At that time, Ben Walters from the United States went to Shanghai to expand its family's petrochemical business. He noticed that Chinese miners, factory workers and farmers mostly wore a rubber soled shoe with simple design and a "work" character.

This gave him unlimited inspiration.

So he built a brand One Small Point of Pride (abbreviated ospop) in Shanghai, and launched the first dual Sneaker, called Skywolf Trainers (Tian Lang Sirius).

He basically retained the classic appearance of traditional shoes, and only partially improved the shoes, making them more comfortable and firm. In order to make the mark obvious, he added a special trade mark to his shoes.

An improved "Chinese style" made Ben Walters full of money.

At present, the price of Ospop release shoes is about $75 per pair.

It takes a lot of money to get money.

"Hui Li should continue to promote the brand through this trend of retro fashion, but the trend is only a thing of the past. If you want the brand to be recognized by the young people, you must constantly introduce products that suit their tastes."

GUI Cheng steel, the party secretary and executive director of Shanghai Hui Li shoes industry Co., Ltd., told the "China made news" reporter.

It seems that despite experiencing an unexpected market favor, "Hui Li" has learned many good things from this "popularity". Products are the same products, but they can double their price after being branded with "tide".

Therefore, the force of this time began to travel frequently between fashion and tradition.

Gui Chenggang told reporters that in designing innovation, "Huili" not only invited the Shanghai Institute of industrial design to design hand painted shoes, but also opened the door of "open design" to students in Shanghai universities, and authorized the production and sale of Huili to other enterprises, extending the products from sole plastic sneakers to more than 20 categories and thousands of varieties.

"Back to the past is to do" professional sports "shoes, after the Olympic Games began to popularize the popular" healthy sports "shoes, now in the promotion of" fashion sports shoes ", Gui Chenggang said, before the reform and opening up, has been a planned economy era, enterprises only immersed in the product, in development and innovation, has already started a lot later than others." now the main push painted product is also for the brand service, this is to tell the market we also have fashionable things, and also in order to seize the young market, after all, the force is old brand, now young people do not know much. "

This idea has already made the force feel the sweetness.

As early as the 2008 Beijing Olympic Games, Huili repacked the counters of Beijing Lisheng sports, and the turnover of one month alone exceeded the turnover of the previous year. After that, Huili opened a display store in the 798 Art District of Beijing, and its limited edition product priced as high as 538 yuan, thus becoming a hot topic in the youth literature and art community.

At present, the annual sales volume of the sales model positioned in the trinity of "professional", "public" and "fashion" can reach more than 300 million yuan.

"The next step is to think about doing more marketing, and to kill the brand in the eyes of young people."

Gui Chenggang said.