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健身房新潮鞋:回力飞跃的品牌沉浮史

随着民族品牌的全面崛起,国潮鞋服成为一种健身房训练鞋的新潮流,甚至在国外健身房,华人穿飞跃成为一种民
在健身房一众UA、Nike训练鞋中,一双写着「FEIYUE」或者是「WARRIOR」字样的硬底胶鞋出现得越来越频繁,鞋子主人属于外国人、属于衣着入时的中国青年。

为什么越来越多的年轻人穿着回力和飞跃进入健身房?它平稳、防滑、支撑性强,非常适宜于撸铁、深蹲等健身场景,同时也轻便、休闲,是训练者不折不扣的「All in One」全场景单品。

更重要的是,随着民族品牌的全面崛起,国潮鞋服成为一种健身房训练鞋的新潮流,甚至在国外健身房,华人穿飞跃成为一种民族自信的风向。
不为人知的是,作为中国运动员专用球鞋起家的品牌,回力和飞跃有很好的运动基因。比如回力在上个世纪80年代,就随着中国女排在世界夺冠而席卷全国,成为售价不菲的爆款鞋。

由于经营不善,这两个国营鞋厂在90年代末一度倒闭。到了最近10年,趁着出口转内销、国潮复苏的东风,经典鞋款回春,销售量大幅增长。每年回力和飞跃能卖出超过2000万双鞋,鞋头鞋尾连起来,能绕地球五分之一圈。 
一双爆款鞋能带动一家企业吗?如何避免走上个世纪的老路,如何将短期利好如何转化为长期动能,回力和飞跃还需要在研发、渠道等多个维度投入更多。

品牌沉浮:爆火、倒闭、回春

1984年,中国女排夺得第二十三届奥运会冠军,举国狂欢。而女排运动员脚下战靴,正是回力球鞋,由此,回力伴着女排风潮席卷全国。
当时的工资普遍在30块左右,而上海胶鞋厂一双回力的售价就要6到10块,回力一年就可以卖出8亿元。「骑上凤凰车,脚踏回力鞋,背着邮差包,举起海鸥相机,」是那个年代最拉风的配置。
至于飞跃,则和中国第一部票房破亿的电影《少林寺》密不可分。这部由李连杰主演的功夫电影,据说观影人次至少10亿人,除了在年轻人的种下一个少林梦,还带火了少林寺的练功指定用鞋——飞跃。
上世纪80年代,是回力和飞跃的高光时代。   飞跃胶鞋年产1371万双,年出口量550万双,超过1/3走出国门。江湖传言,各地商家都得开着卡车、拿着现金,在门口排队才能抢到货,火爆程度堪比如今的炒鞋大军。
但随着90年代国外品牌的涌入和市场经济的冲击,国营胶鞋厂相继倒闭,两个红极一时的品牌开始沉寂。甚至在2001年,回力在上海南京路第一百货和新世界等商场的销售专柜,因销量不好和款式老旧被商场撤下。
命运转折就在一瞬间。2005年,法国人帕特里斯·巴斯蒂安(Patrice Bastian)来少林寺学武,中国胶鞋的简约复古设计,一下子就吸引了他的注意。
法国人把飞跃带出国门,通过一系列运营,逐渐在时尚圈扩散,   精灵王子奥兰多、艾玛·沃特森、大表姐刘雯等明星都穿着飞跃、回力出街,影响力大增。

突然间,飞跃从售价20多元的小白鞋,进化为卖50欧元一双的时尚潮牌,从「中国人看不上的土胶鞋」,摇身一变成了「连外国人都爱」的国货之光。
中外明星都穿上了国货胶鞋,普通中国消费者心中「飞跃/回力=低品位」的固有印象一扫而空,中国老品牌重新回到大众视野,销量额开始呈现惊人的涨势。
2014年,回力的电商渠道销售额为300万元人民币,到了2016年,回力电商渠道销售额突破了1亿元。2019年,飞跃鞋的销量超过了1000万双,销售额近2亿元。

不像20年前因销量不佳被商场清退,这一次,中国品牌声势浩大地回来了:飞跃鞋的很多店铺都开在中高端商场以及知名景点内,租金不菲,包括上海新天地、田子坊,北京南锣鼓巷、朝阳大悦城等地标。
伴随国货「联名潮」来袭,星球大战、漫威、百事等品牌都与之推出了联名系列,国产胶鞋的售价也有所提升,从几十元进入百元、接近千元的价格区间。

回力和飞跃变贵了,也变潮了。

品牌沉浮:爆火、倒闭、回春


国外品牌跟国内品牌在你心里面有什么不一样?有一次,本土服饰公司太平鸟服饰CEO陈红朝这样问自己00后的女儿。
女儿回答他,没什么不一样,我就看我自己喜欢的。
这个答案,让陈红朝觉得国货品牌大有可为。
事实也的确如此。2018年被称为「国潮元年」,新国潮消费崛起,并渗透到消费品、文化、科技等各个领域。从2011至2021年的十年间,「国潮」搜索热度涨幅超过5倍,国潮成为重要的消费经济和文化现象。
在各个国货品类中,鞋服的势头更猛。有市场调研显示,2016-2021年国货服饰热度上升56%,代表健康生活的运动鞋服备受追捧,2015-2020年均复合增速达13.5%,远高于中国服装行业整体增速2.7%。

以回力为例,在不到两年的时间里,回力鞋业单在拼多多一个渠道的销量已近14亿元,也就是2000万双,鞋头鞋尾连起来,能绕地球五分之一圈。 
“过去消费者追捧Nike、Adidas这样的国外品牌,现在他们买飞跃也觉得很洋气,觉得本土品牌产品的穿着不比国外品牌差,在品牌选择上也没有先入为主的观念。”大孚飞跃总经理刘网生说,一些从国外回来的年轻人,尤其愿意选择飞跃。
同时,胶底板鞋也回归体育健身场景,成为年轻人健身的新潮鞋。
作为诞生于上海本地的运动鞋品牌,飞跃鞋早年间得到了许多专业运动员和教练的喜爱,比如知名足球教练徐根宝上脚的就是这双鞋。1979年中国男篮中锋穆铁柱,就是穿着「回力565」战靴,代表八一队战胜美国队。
尽管拿如今专业足球鞋的标准来衡量,如包裹性、鞋面触感、发力、鞋钉是否能帮助启动或带来稳定性等,飞跃鞋确实已经达不到专业水平。在深蹲、硬拉等场景,无疑也满足了健身者的需求。

深蹲、硬拉等大重量训练对全足部支撑性、足踝灵活度要求较高,因此全脚掌着地、硬底鞋以及后跟偏高设计,成为撸铁爱好者的功能性偏好。
相比于专业健身鞋,回力、飞跃等板鞋没有特意垫高的后跟、额外加固的脚背设计以及专门加宽的鞋底,更加轻便、百搭,迎合了健身者对轻型鞋款的喜好。
专业健身鞋牺牲了时尚百搭的特性,对于健身届商务人士来说,回力、飞跃潮流休闲且不失功能性,即可运动,也可休闲,上班、健身两相宜。
既是健身者的训练鞋,更是现代人的万能单品,胶底板鞋成为训练者不折不扣的「All in One」全场景单品。就这样,在大众市场和健身房,回力和飞跃全面回归。

老品牌如何讲好新故事

作为国货象征的回力和飞跃,早在品牌诞生之初,就和中国民族品牌的崛起离不开关系。

「飞跃」诞生于1958年的上海大孚橡胶厂,前身是军用解放鞋。「大跃进」运动如火如荼,全国对胶鞋的需求大增,大孚橡胶厂工人设计了一款民用鞋,取名「飞跃」,投产首年即生产161万双——飞跃这个名字,象征的正是当时中国人民想快速实现工业化、赶超英美的期许。
作为国潮产品回归后,回力和飞跃也对品牌进行了重新定位,希望从以运动和民族为内涵的低端产品,转变为以怀旧和另类为内涵的中高端产品。
在产品层面,与一大批新锐设计师们与专业设计中心合作,努力改变产品款式陈旧、色彩单调的旧貌;在渠道层面,对营销模式做出转变,包含低层次的「大批发」、中层次的「体育专卖」和高层次的「时尚精品」;在品牌层面,力图向上突破,努力将产品触及中高端的消费者。

回力椰子鞋
但随着更多新品推出,眼尖的消费者发现,回力一些款式与知名品牌经典款的外观相似度极高,社交软件上越来越频繁地出现有关「回力抄袭」的质疑帖。
老品牌们需要认识到,靠着经典款与改良版打天下是不行的,产品研发必须跟得上时代。   如何沉下心去进行研发投入,仍是考验老品牌的命题。毕竟,现在的年轻人还喜欢回力和飞跃,等到他们30岁之后呢?
同时,由于历史遗留问题,目前存在四个「飞跃」品牌,包括上海生龙鞋业生产的大孚飞跃、上海大博文鞋业生产的大博文飞跃、上海回力鞋业生产的回力飞跃,以及美国销售公司BBC International委托中国工厂代工生产的海外飞跃(不在中国销售)。
各家都称自己做的是正版飞跃,拥有合法商标,但由于市场被割据,哪家公司都不敢下大力气投入研发和营销,难有长远规划。飞跃复杂的商标授权历史,已成为这个国潮品牌走向更大市场的阻碍。
刘网生自认,飞跃鞋的品相不差,却很难卖到匡威动辄400~500元的价格。目前产品中,飞跃经典款最便宜的只有59元,多数产品处于100~200元区间,附加值有限。回力也在几年前试水过999元的高端鞋,销量表现平平。

一个公认的事实是,近年来,回力和飞跃的售价和品牌形象都有明显提升,掀起全面高端转型的号角。同时,更要清醒地意识到,相较匡威等国际品牌,在研发、渠道、营销等层面还要修炼更多。
正如耐克以气垫和前卫的缓震技术闻名,期待回力和飞跃也能早日拿出类似的看家法宝,以产品研发站稳脚跟。
硫化鞋梆硬的鞋底支撑了回力和飞跃的过去,至于未来,中国老品牌们如何将短期利好如何转化为长期动能,依旧值得期待。 


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