Shoe Sales Abroad Are Bad At Home.

Release shoes are commonly known as 50 training shoes. It is the shoe used by the PLA in 1950 for the use of standard military uniform, and is widely used after being used for civilian purposes. The release shoes are used by the masses of the masses for their convenience, practicality, weariness and low price, especially for low-income people, such as construction sites and farmers.

However, in 2007, a sneaker called "OSPOP", which was modeled on the release of shoes, was landed in the US market at the price of 75 US dollars (RMB 500 yuan), becoming a local fashion trend. From the United States, Germany, Italy, the United Kingdom to Mexico, Turkey, Israel and other more than 10 countries flourished at a time, sales from the first year of 5000 pairs, to achieve annual sales of nearly 10 million pairs, sales have been soaring. A pair of domestic classic design shoes again overflowing overseas. However, sales of such modified shoes have been rising steadily in the overseas market, and even in the Chinese market, even in the first tier sports cities that are located in the same place as international brands, few people are asking for an awkward contrast.

OSPOP was created by Waters, a businessman in New Jersey, USA, in 2003, when he discovered casual shoes worn by workers in Shanghai street. Waters found the Sirius shoe factory in Jiaozuo, Henan, following the factory name on the shoes, and then began a cooperation tour. Waters invited designers to redesign and make large changes in the original version of the Sirius release. The format is thin, with more comfortable insoles, high bracers, elegant colors, many colors, high quality raw materials, exquisite workmanship, and a printed word on the upper. It has SKYOLF Sirius series and DARTUR transcendence global brand network series. The strong rubber smell of the original release shoes is not worn, it is not smelly enough to wear, it has good air permeability, water is not wet, it is more wearable and comfortable, and more importantly, it has the characteristics of high-end fashion products. Strictly speaking, it is completely inferior to the original low-grade shoes, but is suitable for westerners to wear fashionable clothes.

However, after an international fashion tide came back, few people questioned. He Qibo, a senior brand marketing expert, believes that the OSPOP style has a deep and strong low-grade archive in the minds of domestic consumers. To build new high-end fashion positioning, we must erase the original archive. This is the biggest reason why OSPOP can hardly open the market in China. And in foreign countries, there is no such embarrassment, which is brand new to them. In China, the price of each pair of shoes is only 7 - 12 yuan, which is worn by street workers. Wearing OSPOP that is close to each other often gives people a sense of loss and identity.

On another level, Chinese young consumers are more interested in western fashion, while Chinese excellent design can not arouse their interest. They often think that the design of foreign countries is more valuable, and they prefer to have products with foreign tastes. For young consumers in China, the so-called Chinese characteristics and nostalgia are not effective, but for foreign consumers, they are freshly designed and comfortable to wear. The design of visual elements is the foundation of foreign popularity. For those who think that Chinese characteristics are dominant, they may be disappointed.