"Creative" Shoes Sold For 36 Million Yuan

Last night, 28 young designers from around the world presented "sports culture" dinner to the judges and spectators of the first Lining Cup International Sportswear Design Competition finals in 28 groups with different regional culture and creativity.

According to the relevant person in charge of the Li Ning Co, as a result of the huge promotion of cultural creativity for sports merchandise sales, it is possible that the winning works in this competition will get rid of the predicament of "not being marketable after winning the prize", but be recommended to the factory for mass production.

Chinese players brought basketball shoes with the theme of "the Great Wall and dragon" as the theme. Holland players brought the costumes with the theme of windmill and wooden shoes. In the finals of last night, more than 20 models took turns to show the entries from Tsinghua University, Beijing Institute Of Fashion Technology, Hong Kong Polytech University, and professional institutions and related design studios from the United States, Holland, Britain, France, Japan and other countries. Each piece had a strong cultural atmosphere.

"In the future garment industry development, whoever holds the initiative in the industry will take the initiative."

Some judges pointed out that in this contest, many excellent design works not only excavated Chinese cultural elements, but also integrated Western ideas of creativity, which opened up more ideas for the development of sports costumes in the field of cultural creativity.

"For the players, these works may be simply artistic creation, but for sports commodities, a good cultural creativity may mean great wealth."

At the finals, Zhang Xiaoyan, director of the Li Ning Co and director of external affairs, looked at the winners on the stage, thoughtfully.

This is not a groundless talk. Li Ning Co is an example of a huge profit from the integration of cultural and creative sports products.

"Only a pair of" flying armor "basketball shoes, last year's national sales volume exceeded 60 thousand pairs, according to the price of 688 yuan per pair, the total sales volume exceeds 36 million yuan.

Zhang Xiaoyan said that when designing the basketball shoes, the designer specifically integrated the "armour" culture and creativity into the shoes, made a piece of armor on pure black shoes, and covered them with shoes with a golden shoe laced with national characteristics.

"I didn't expect this pair of shoes to be popular with consumers immediately after they went public, and became one of the best pairs of shoes sold by Lining last year."

For a long time, most designers are faced with the dilemma of "design and no way". Even though there are good design ideas, goods often fail to quantify production.

In response to this situation, Zhang Xiaoyan said that in addition to giving awards to the winners, Li Ning Co will also consider putting some of the winning works into the factory for quantifying production and pushing them to the market.

Zhang Peihua, executive vice president and Secretary General of Beijing garment and textile industry association, said about this competition: "the domestic sports apparel manufacturers are developing at an unprecedented speed, but how to pform the resources and talents of clothing design into industrial materials is the key to the rapid development of China's sports apparel industry."