Shanghai leap shoes ready to go, targeting the Asia Pacific market
Shanghai leap shoes ready to go, targeting the Asia Pacific market
For many 70, 80, after the boys, Shanghai leap means sports Nike Air Max 90 shoes, durable and stylish. A few years ago, by a French shoe leap to Europe, in the "retro boom" driven by the fashion among young people. Now this trend has come to Asia, just silence for a long time in the country leap shoes, seems to see the rebirth of hope.
French transformation of Shanghai "Flying Nike Air Max Shoes" settled in Singapore last year, called "Sophia Hill" (Mount Sophia) in place, this "mountain" to the most famous shopping street in Singapore, Orchard Road vicinity. Shoes leap year in the Chinese community in China and Southeast Asia, light, and others now reproduce in France. Nicholas and now came to Sophia Hill leap Holdings, is to conquer another mountain - Asia.
For shoes, the predecessor of leap can be traced back to 1931, a man named Choi Fook Chong Tai Fu in Shanghai, opened a rubber factory, producing the "big tiger" brand overshoes, running shoes. Transformation of China's liberation by the public-private partnerships, as local state-owned large-fu rubber factory in Shanghai during the Cultural Revolution renamed the shoes of a plant. In 1959, Fu Rubber Factory put into operation a large "leap" brand of civil Jiefang Xie produced 1,616,000 pairs.
In 2006, the French Nicholas (now 30 years old) and his two friends - Pate Si ? Bass Days (Patrice Bastian, 38 years old) and Clemens ? Fars (Clement Fauth, 30 years old), co-founder the leap holding company (Feiyue Holding Pte Ltd), but they are registered and sold in France is not a French brand, but the people of Shanghai and the Chinese people soon forget the "Flying Shoes." China's leap old shoes, after five young people in France to create, design, quality and brand image into a modern, stylish and young atmosphere. "Flying Shoes" quick capture of the French market, just four or five years become the largest brand of the French market, but also exported to the rest of Europe.
Last year, a leap leap Holdings to sell one million pairs of shoes, mostly French and European market results. Leap in terms of a pair of shoes priced at 50 euros (86 dollars) a little early estimates leap holding more than 86 million Singapore dollars in annual sales. Now, they aimed at the Asia-Pacific market, and have ready to establish the necessary base camps and supply lines - Singapore regional headquarters and factory in Indonesia. A few years ago the holding company has already started to leap leap shoes sold to other markets in Asia, currently it is directly in Singapore, Malaysia, Thailand and the three sales in Australia and South Africa, there are agents.
Nicholas said, "According to our target market, Singapore is the best we can find the center. Here transportation is convenient and efficient. In addition, we can find necessary to develop the Asian market, marketing, engineering and business talent." At first glance, as if "the victorious return of" leap shoes, in the Asian market will also be able to follow up the victory.
However, Nicholas said: "The fact the opposite. Open up western markets compared with Singapore, and probably even greater challenge to the Asian market. In Western markets, the leap is the brand new Nike Air Max 24-7 shoes, people's concept is very neutral, not old ideas the old view. They see what we do and make a decision, understanding and acceptance of the brand change. but here is not so easy for the Chinese, this is all there will be a considerable mood swings. We will remain honestly tell people of its history, but will strive to uphold our brand message - it's art, social and cultural components, and the French style (french touch). "
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