Why Did The "Little White Shoes" Leap Become French?

According to the world clothing shoes and hats net,

It may be today.

The shoes of the tide are essential.

But if you still stay in the era of green tail Stan Smith and Super Star shell shell, I am afraid it can not be considered a qualified Sneakerhead.

Also do not know from which day, the young man's feet began to appear the double standard white shoes with red and blue double arrows.

Use it to match up.

It really does not taste like a retro.

This reminds us of the time when we hum "you at the same table", using the ruler to draw "38 lines" at the desk, and pass the paper slip under the teacher's eye.

It has been said that the status of the leap in the young people is no less than that of NMD and coconut.

It is said that when it rains, a boy would rather run home on foot, and would not want to dirty his ski shoes, which are hard to wash and polish.

Perhaps the earliest Sneaker culture in China started here.

For decades, though never withdrew from the stage of history, the meaning of leap shoes has changed dramatically.

From the annual production of tens of millions of old rubber shoes to "39 stalls", the "stalls" are similar to other brands of old domestic goods. The leap also witnessed decades of reform and changes in China's manufacturing industry.

The "leap" brand came first from Shanghai Dafu rubber factory.

The Shanghai Dafu rubber factory was founded in 1931 and started by Cui Fuzhuang, a national capitalist.

Later, in 50s, public and private joint venture, Dafu was renamed the local state owned Dafu rubber factory.

At that time, a number of shoe factories and tire factories were merged, and the Shanghai rubber industry company was set up, under which there were 10 rubber shoes factories in Shanghai rubber shoes factory and ten factories.

The leap was born during this period.

At the very beginning, in order to adapt to the needs of army training and training, the PLA Logistics Department commissioned Dafu to design a solid, wearable and comfortable military release shoes.

As a result of extensive promotion in the army, the production of 1000 was more than ten million pairs.

During the great leap forward in 1958, Dafu improved the release shoes, designed and produced rubber shoes suitable for civilian use, named "leap". In 1959, the leap shoes formally entered the market, and the sales volume in the first year reached 161.6 million pairs.

Even during the "Cultural Revolution" period, the leaps and bounds did not stop production.

In the 80 years of the age of leaps and bounds, the leap became the fashion standard of the "tide makers" at the time. A sea jacket and a pair of leaps with red and blue double arrows became the focus of attention.

During the heyday, the annual sales volume of the leap even exceeded 1000.

A retired veteran mechanic who worked for several decades in Dafu said that the old rubber factory had more than 10 factories, which were all Soviet style buildings, mainly producing two kinds of products: military release shoes and leap shoes.

In the age of 60, the leap shoes had already sold four or five yuan and a pair, which could be considered a luxury at that time.

In 1959, when he entered the factory, he paid 72 yuan a month.

Good, good.

But when the wheel of history is rolling forward, the country's prefix brands who have eaten and drunk are facing the throes of reform.

After the middle of 80s, Shanghai rubber industry company began to reform.

In the 1985 year of the year, the former Shanghai tire factory and the Shanghai rubber shoes factory merged to set up the Shanghai Dafu Rubber General Plant (the 1988 year of the year was renamed Shanghai Dafu Rubber Co., Ltd.), and later merged into the Double Coin Holding Ltd of Shanghai Huayi Group, which mainly produces rubber shoes and tires.

In the 1997 year of the year, Dafu rubber factory invested in the establishment of Shanghai O Hirofumi Shoes Co., Ltd., and in the same year, O Hirofumi pferred to the name of Shanghai Lan Sheng stock company.

Later, Da Fu will focus on the tire production, and the brand of the leap shoes will be handed over to the Shanghai Shenglong shoe industry Co., Ltd. to manage.

After a few changes, the leap in production became more and more marginalized.

In addition, the leap shoe before the reform is underwritten by the Chinese department store, and it can be said that there is no pressure to operate.

But with the wave of market economy and globalization, the leap that once had market monopoly has been greatly impacted.

Nike, ADI, Puma, CONVERSE...

Young people who go to the world have more choices.

Decades of old design have made the leap forgotten by young people who are in love with fashion.

At worst, the annual sales volume of the leap in China is tens of thousands.

A person familiar with the situation has revealed this.

The big Bowen shoe industry, once responsible for producing leap shoes, has been moving farther and farther as shoe sales have been shrinking.

Chen Jianyue, the former director of the big Bowen shoe industry, blamed the decline of the leap on "too many counterfeiting on the market".

He said that the name of the big Bowen factory was counterfeited in Zhejiang, and the counterfeit shoes under the banner of genuine products were priced at only 10 yuan, and the quality was poor.

Open Taobao network, enter "leap" this search keyword, will appear a lot of shops that sell leap shoes.

In these commodities, the price of the small white shoes leaps from 20 to nearly 100 yuan.

These classic shoes, which cost about twenty or thirty yuan, are usually accused of too much flavor, overflowing glue, easy cracking, no wear resistance, and poor packaging.

However, compared to the same type of famous brand sneakers at hundreds of dollars, the low price is called "can not afford to lose, can not buy fooled".

It's the first time online shopping has seen shoes without shoe boxes. This is called environmental protection. You need 39 bicycles for your wallet.

It's called rubber flavour, 39 yuan, a wallet, what bike do you want, and the sole is not flat, so the big arc is the most rocking...

This is called surface, 39 pieces of purse, and what bike do you want.

Special suspension.

According to relevant personages, most of these "old version of the leap shoes" are old stock or counterfeit products, and the quantity may reach 5-10 times that of the genuine ones, but in fact, they are not officially recognized.

But now widely circulated in the domestic market, to a certain extent, represents the image of leaps and bounds, but these products are not necessarily beautiful.

The love and hatred of a Frenchman, though a few ups and downs in China, has been rising abroad in recent years.

In 2005, Patrice Bastian, a French resident in Shanghai, accidentally discovered a leap in Bastian.

From his childhood, he loved collecting all kinds of classic sneakers.

When I first saw the leap, I was fascinated by it, loved its classics and strong personality, and even loved the fact that it was forgotten by most Chinese people.

In China, very few people wear it, mostly Wushu lovers or workers.

The "leap" with a sense of history is a bit out of place, but its basic form is strong enough for fashion.

After conceiving a series of pformation plans for "leap", Patrice went to the then great leap forward producer, the big Bowen shoe factory, and got the trademark authorization of "FEIYUE", and then launched a great leap forward reform.

He redesigned the trademark to make it look younger and more contemporary. He restructured the shoemaking technology, designed different shapes of shoe last, and improved the upper part of cloth and shoe sole according to different groups of people. He changed the brand positioning, improved the quality and the selling price, put the store's professional sports shoes store in line with the international brand. He invited celebrities to endorse the brand, further upgraded the brand value, and launched a joint venture with different brands.

Most importantly, he made full use of the western society's great imagination of the mysterious oriental culture, combining Kung Fu culture and brand, and attracted the attention of Western consumers.

"Shaolin spirit Shaolin Soul", "mantis boxing Mantis Style" and "tiger claw Tiger Claw" are all special styles launched by the French version of the leap.

Today's leap has already broken away from the image of the once worn face in the narrow shop counter, and entered Quaiterback, a famous sporting goods store in Champs Elysees, Paris, with over 160 retail agents in France.

In the United Kingdom, Holland, the United States, South Korea and other places, the change of western style is increasingly becoming the choice of celebrities in fashion and entertainment circles.

"Elf Prince" Orlando Bloom once appeared in a movie scene with a pair of classic leaps. Chanel and Versace's brand ambassador, Poppy Delevingne, also had a pair of leaps and bounds. Once the "national husband" Lee Min Ho, Xu Xian in the girlhood and other stars were also fans of leaps and bounds.

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The French version of fashion magazine once said that leaps can challenge CONVERSE's dominant position in the minds of young people.

American popular culture, once regarded as a standard, has gradually bored young people. They need a classic brand that can compete with CONVERSE to represent the prevailing culture.

A little bit of retro and street style design can meet their needs.

So the old Chinese products with pinyin "FEIYUE" have been fired abroad.

However, all this brilliance seems to have nothing to do with Chinese people.

In the 2006 year of the year, Patrice got the international trademark of "FEIYUE" in France after he got the authorization from big Bowen.

According to the principle of regionalism of trademark protection, once the trademark is registered, the original holding enterprise shall not use the trademark in this area. In accordance with the Madrid Agreement signed by the international trademark, the countries and regions that have joined the Madrid system abide by this principle.

Among them are China and most of the world's trading nations.

This means that from then on, the production and sale of "FEIYUE" brand in overseas markets will no longer be related to domestic leap manufacturers.

In other words, leaps and bounds sell well overseas, and domestic manufacturers are not able to get half a penny.

Of course, if domestic manufacturers want to go to sea in the name of "FEIYUE", that is not acceptable.

A brand born in China and growing up in China has now become a legitimate possession of others.

Speaking of this, the brand owners in China are furious.

A person who worked in the Dafu rubber factory said that in the strict sense, the big Bowen shoes industry had only the leaping trademark right to use and no trademark ownership.

According to people familiar with the matter, when he invested in the establishment of the big Bowen Footwear Company, Da Fu had reached an agreement with his partner, Lan Sheng, that he received more than 300 employees from Da Fu, and he could use the "leap" brand for 17 years without compensation.

Patrice was the brand authorization from O Hirofumi in those 17 years.

And the big Bowen also felt wronged.

Chen Jianyue, a former factory director, said, "the old factory director is in touch with the French. He has economic problems.

I can't talk more.

We are considering lawsuits against the French, who have violated the intellectual property rights of big Bowen.

We are also discussing the redesign and development of the leap shoes.

According to the world clothing shoes and hat net, currently, the Chinese and Pinyin trademark leaping is owned by Shanghai Dafu Rubber Co., Ltd., the actual manager is Shanghai Shenglong Shoes Co., Ltd., and the big Bowen shoe industry holding by Shanghai Lan Sheng Limited by Share Ltd owns a leap in production rights.

In addition, the brand side has also authorized many other enterprises to design and produce leap shoes.

Just like the confusion of the domestic right of ownership, the issue of brand licensing has become more complicated when it comes to international trademark law.

In addition, others use the law to "legally exploit loopholes". In addition to moral condemnation, it seems very difficult to get the desired result through legal channels.

In the name of fashion revival, how far is the road from old domestic products to new domestic products?

Some people even began to "export to domestic sales", asking for overseas purchases.

However, some people feel that we can make the old rubber shoes more fashionable and popular.

As mentioned earlier, the brand has been licensed to a number of manufacturers for design and production. Some of them have seen the opportunity of "old trees in spring", and have pformed the leap.

For example, one of the authorized companies has obtained the authorization of star wars and launched the "x Star Wars" joint sneakers.

They also collaborate with the arts center and Chaozhou people to launch the hand painted version and customized version of the leaps.

Nowadays, many new technologies are also integrated into their designs.

For example, during the Shanghai fashion week this year, they launched a series of waterproof and antifouling series shoes with the fabric library.

Today's leaps, from low to high, from canvas to linen, microfiber, leather, from Retro to popular, offer more and more choices to consumers.

Old Chinese goods, new designs, in fact, Chinese people can also make the leap to new vitality.

The current retro trend has also attracted the attention of young people by the classic leap.

According to statistics, in 2015, the sales volume of the leap in the whole country was over 200.

However, we must admit that there are still many problems in the leap from the perspective of brand value: it is clear that we have the ability to produce better quality products, but too much emphasis on short-term economic benefits makes the market often appear bad money drives out good money. Obviously, we can produce good products, but because of the lack of marketing level, good wine can not get out of the alley. Obviously, the brand itself is very valuable, but there are still many deficiencies in the protection of intellectual property.

Today's leap has returned to the spring of consumers' nostalgia, but hidden behind their feelings are the lingering disputes over intellectual property rights, quality and so on.

When we rejoice in the revival of the leap, it is best to think about how to make "domestic goods" innovate, grow and go out of the country in the era of "new domestic products".

More interesting reports, please pay attention to the world clothing shoes and hats net.