When Will The National Famous Shoes Revive

Who owns a new pair of Warrior shoes will look like they are wearing Nike today, which is a childhood memory shared by many people... Now, Jiefang shoes are "retired", Warrior has experienced bankruptcy and reconstruction, and Beijing cloth shoes have no famous brand. When will the national famous shoes revive—— The cross-border innovation of Havianas slippers. On December 10, 2007, CCTV's Economic Half Hour broadcast the program "Investigation of thousands of enterprises' bankruptcy in the Pearl River Delta: enterprises' relocation due to rising costs", which triggered many thoughts. In Guangdong, there are about 5000 or 6000 shoe factories. About 1000 enterprises mentioned in CCTV reports were closed, and four or five hundred were closed in Huidong alone. The closure and relocation of factories have plunged the Pearl River Delta into a crisis. What should be the first thing to do after the processing and manufacturing shoe enterprises have lost their low-cost advantages? The problem is not limited to the Pearl River Delta. Among the three largest shoemaking countries in the world, China ranks first, India second and Brazil third. According to statistics, China's annual production of shoes has reached 10 billion pairs, and its exports have reached nearly 7 billion pairs, accounting for more than 53% of the world's total exports. The domestic annual consumption has reached more than 2 billion pairs, accounting for 22% of the global total consumption. China's shoe industry has accounted for more than 60% of the world's shoe industry. However, behind this seemingly huge set of data, in addition to the fact that more and more people are accustomed to calling China a "world factory" and more and more people regard the Pearl River Delta as a "Chinese factory", China's more than 20000 shoe enterprises and 4 million employees do not seem to have any advantage. The huge market has not only failed to spawn the super rich on the Forbes list and their own super brands, On the contrary, it also makes some shoe enterprises totter and stagger on the edge of survival. Warrior shoes, Jiefang shoes and Beijing cloth shoes, once known as "national quintessence products", have also been gradually forgotten by Chinese people and are in an awkward situation: Jiefang shoes, which have accompanied Chinese people for half a century, were officially "retired" in 2004; Warrior shoes, 70 years old and recognized as China's famous trademark by the State Administration for Industry and Commerce, have gone through bankruptcy and reconstruction, and are hard to find in the shopping malls of first tier cities; Although Beijing cloth shoes have expanded nationwide in the form of chain stores, there are few famous brands. When will China's national famous shoes revive? The "global village" and the Internet make the world market and the domestic market increasingly integrated, which means that any fashion can be "synchronously popular". As a result of the "simultaneous popularity", Chinese people have moved their appreciation away from the civilian and durable rubber shoes, and from the comfortable and breathable old Beijing cloth shoes. However, the trend at the other end of the world makes us laugh and cry: first, LV's red, white and blue striped bag (looks like a Chinese woven bag), then CK cloth shoes (the shape is the same as Beijing cloth shoes, with only the addition of a cow tendon sole and Calvin Kleinlogo), Then there are the PRADA black bodybuilding pants (almost the same as the bodybuilding pants that Chinese girls liked to wear in the 1990s) that have become popular in Milan Fashion Week recently. When we talk about the influence of Chinese elements on the world, should we pay more attention to the products around us that are full of Chinese people's feelings and have use value (even unique value in some aspects)? Why can't they become our outfits, fashion labels and spiritual leaders? Foreign high-end brands represented by Nike and Adidas not only occupy the high-end market in China, but also capture the minds of the younger generation. How should our national famous shoes respond? Blue Creativity believes that "retreat" is not a way. If you can only linger in urban and rural areas, and prefer a corner instead of becoming a fashion that everyone can own, then the prospect is bleak, and national famous shoes need "value redevelopment". "Secondary development of value" not only refers to independent innovation and the formation of its own uniqueness in the process technology (Crocodile shoes, the popular CROS shoes in 2007, obtained a super large market scale by virtue of its technical patents), but more importantly, it gives consumers new reasons for consumption, not only functions, but also emotional values. Brazil, also one of the three largest shoemaking countries in the world, has developed its Havianas slippers from "grassroots necessities" to "Hollywood fashion clothes", which has inspired us a lot. Havaianas， The legend of "flip flops" is that Brazil is one of the world's major shoe exporters, with about 1 million employees in the shoemaking industry, and exports more than 160 million pairs of shoes to more than 90 countries and regions every year. Havianas is a famous brand of flip flops in Brazil. It was born in 1962 and officially named Havianas in 1965. Its predecessor is the cheap shoes specially for coffee workers produced by Alpargatas Shoes Factory in Sao Paulo, Brazil. Influenced by Japan's ZORIFLIP-FLOOP flip flops, it was gradually improved into flip flops in 1962. In 1965, the annual sales volume reached 360000 pairs, and in 2006, the annual sales volume reached 150 million pairs. In 2007, the brand reached an amazing total sales volume of 2.2 billion pairs, becoming a veritable "national shoes" in Brazil. From the 1960s to the early 1990s, Havianas was mainly sold in Brazil. Its products were mainly flip flops in black and blue. After the introduction of the monochrome "top" series in 1994, the price doubled, but it was loved by the upper class. Subsequently, the product continued to improve and innovate. Rich color combinations, humorous expressions, changing themes, interesting creative collocation, etc., made it gradually popular with fashion people. Havianas was rated as one of the 100 pieces in the 1990s by American Marie Claire, the world's top fashion magazine. Marc Newson, an Australian designer, even called Havianas "one of the four great inventions to promote global progress" (the other three are wheel, steam engine and alarm clock).