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Story of Dafu Feiyue Shanghai from Leap to Ashes, and Reborn like a Phoenix - Story of a Brand for a Century
Resurrections of Feiyue – Reform, Improve, Redesign
After the original Dafu went out of business, two master craftsmen (Mr. Liu W.S. and Mr. Liu Q.L.) from Dafu - registered and established a new Dafu Rubber Co., Ltd., which is privately owned and still produced by Shenglong Shoes. The current situation is that Shenglong Footwear has not made much shoes since the 1990s. Consumers only know about "TopOne Feiyue" but not "Dafu Feiyue". Suppliers and distributors need to expand again.
After the news of the Feiyue in France appeared, the New Dafu Feiyui in China immediately contacted the Bastian team (the Frenchmen) to discuss the repurchase of the trademark. Unfortunately, the original TopOne Feiyue was discontinued in 2006, and Dafu Feiyue lost the key evidence that TopOne Feiyue allowed the Bastian team to export, and finally lost the case. The French Feiyue gave a wake-up call to Dafu Feiyue to think about how to live better in the future.
At this time, a China marketing firm called “Culture Matters, aka CM) comes in and found Dafu Feiyue in Shanghai and who wanted to rebrand Dafu Feiyue with the two craftsmen (Mr. Liu). CM thought rebranding involves changes in production lines, these old-fashioned domestic brands are either very conservative or have cumbersome processes, but Mr. Liu was willing to let go to embrace the change and let Feiyue to Leap again!
Since then, CM has become the most special distributor of Dafu Feiyue. CM is not only responsible for laying out channels and selling goods, but also covering design and development, and most importantly, brand and market functions.
Difference between Feiyue shoes from Shanghai DaFu, Top One and France Dafu
Shanghai DaFu (上海大孚) - The original company of Feiyue shoes since 1920.
Top One - Since 1993, Dafu has merged with another China company to become Top One who manufactures Feiyue shoes as well.
Dafu France - Established in 2006 by Patrice Bastian, the shoe's sole has a red circle, thicker and narrower sole than other 2 Chinese brands, thicker fabric, less fit for martial arts than the other 2 Chinese brands.