Foreign Stars Are Wearing "Leaps" Shoes. It Was Once A Chinese Brand.

Over the past two years, domestic goods have been resurgence and stars at home and abroad.

With the promotion of many people, many of the once famous brands of domestic products have become synonymous with current fashion trends, and even have fans who can compete with international brands.

How many people know that more than ten years ago, when we broke the head to catch up with the international big names, there was a call.

The Chinese brand has been stolen by the French.

If you are after 80, or after 70 or 60, you must be right.

No stranger.

The history of leap shoes can be traced back to the 1931 year old Dafu rubber factory.

In 1958, Dafu designed a shoe suitable for civilian use, which was named "leap" and officially entered the market.

Because it is light, soft and durable, the advent of flying shoes has been widely welcomed.

The bright colors of the white bottom red and blue stripes make the leap shoes become the fashion products popular in the 70s and 80s of last century.

Sales in one year have reached about ten million pairs.

This pair of red and blue striped rubber bottom canvas shoes with "Feiyue" printed in the 70 and 80s was the patent of "Gao Fu handsome". No matter men, women, old people, civilians or officials, they were all loyal fans of the leap shoes. At that time, love was also full of leaps and white shoes.

Later, foreign goods poured into China, and young people turned to foreign goods. By the end of 90s, they had seen few leaps.

Why do we say that the leap was stolen by the French? The story has to start with the monk.

Because of the excellent comfort of leaping shoes, especially for martial arts, the monks also love to fly.

In 2005, Patrice Bastian (Patrice Bastian) lived in Shanghai. This was a fanatical sneaker fan and a martial arts enthusiast. When studying martial arts, he saw the high business opportunities of the flying shoes of the monks on foot. He began to try his best to return this classic "little white shoes" to France.

According to Patrice's statement, when he saw the leaps of shoes, he immediately visited the big shoe bowling factory at that time, when he saw the old factory director. Unfortunately, the factory was more concerned about the generation of large brands such as CONVERSE, and only produced a small number of leaps for the local market, and never thought of expanding overseas markets.

So Patrice took out a set of leaps and bounds of his own pformation plan, including redesigning Feiyue trademark, reducing the original stiffness and adjusting the brand positioning: Aiming at

Young people and people who love retro costumes.

Patrice received the verbal authorization from Feiyue, which was issued by big Bowen, and the two sides began cooperation.

O Hirofumi also provided a special production line for Patrice.

There was nothing wrong with the development of the story until the turning of God: in 2006, Patrice registered the international trademark of Feiyue.

Before 1993, leaps and bounds had always belonged to the manufacturer Dafu rubber factory. After that, the Tai Fu rubber factory sold the trademark right to Shanghai Dabowen Shoes Co., Ltd.

Although it is just a change in the use of sports shoes, we must be clear that the right to use the trademark is Feiyue, and the exclusive right of trademark is still the Tai Fu rubber factory.

To put it bluntly, Patrice Bastian has at best counted the French affiliates, who knows the story is like a dog's blood series, like the horse race, the big Fu rubber factory and the Shanghai big Bowen shoes industry belong to the dual money group.

Then double money group unilaterally reclaimed the oral authority and sold it to Shanghai Shenglong shoe industry Co., Ltd.

The international trademark of Feiyue has been registered overseas, and the two party is in a stalemate. It continues to be so ambiguous and ambiguous. The French have no time to redefine Feiyue. The English name is changed to Flying Forward, which means that the body and mind go forward together and fly together.

The most ironic thing is that Patrice Bastian protects the brand image that has been built in France and avoids the "plagiarism" in China. He has made all the improvements and production in France, eliminating the Chinese processing and all DESIGNED IN PARIS.

The leap of "France tide brand" has been changed in France and even in Europe. The price is also rising. From the past 20 yuan to one pair, it has been fried to more than 50 euro (at least 25 times the price).

Searching for Feiyue on INS is N.

From ordinary netizens to fashion bloggers, and then to first-line stars, everyone is wearing a leap.

Then again, is the genuine domestic leaps shoe really closed down as people say?

In fact, when France leaps and bounds in the international market, the native Chinese version of the Shanghai leap is not idle.

Especially in recent years, the leap brand has returned to Shanghai Shenglong shoes industry and Shanghai Dafu rubber company, and has launched a series of positive brand publicity and marketing.

What is even more remarkable is that these people have not only given up the brand of the old leap, but have also been learning and imitating foreign brands.

They even want to inject more youth into this old brand.

There are also some senior domestic dealers and enthusiasts who are leaps and bounds. They are also working hard to find new vitality for the traditional leap shoes from the design.

Today's leap, let everyone see the trend of China's brand.

In the golden section of Shanghai, the leap store is also thrived.

The shoes that are of high quality and low value are loved by the Chinese. Foreigners who come to Shanghai will also come to buy some pairs to take back with them.

Despite the ups and downs, with the efforts of the CM team, new elements have been constantly injected into the brand, and the word-of-mouth has been getting better and better, so that the leap of this old domestic product can be renewed and become a real national tide again.