The Mystery of Feile's popularity in Northeast China: Why did Fan Debiao wear Feile 20 years ago?

In recent years, scholars who have devoted themselves to the study of Fan Debiao are extremely active and have achieved fruitful academic results.

In this trend of "the revival of epigraphy", many people find that Fan Debiao is still an ancient hipster in hindsight.

He usually wears a bright red Fila T-shirt, and then a Pelle Pelle leather jacket, which is the favorite of American East Coast rappers, supplemented by a high-profile gold chain and sunglasses. It's embarrassing. The rapper dresses up.

The first part of "Ma Dashuai" was broadcast in early 2004. This means that Fan Debiao will own this Fila T-shirt before 2003.

When many people relived the play, they later learned about it, patting their thighs and sighing: Brother Biao put on Philo so early!

After all, in the cognition of many young people, Philharmonic became popular only in recent years.

In the Tigers Forum, a group of straight men are asking, "If you don't understand, how did the brand Fila become popular?" Discussions on this issue are in full swing.

One of JRS's messages is very representative-I really don't know this brand if it wasn't endorsed by Gao Yuanyuan.

The best answer, at first glance, is a joke: I feel that I am wearing a fire.

I have also asked myself this question. The answer is around 2000-at that time, I was a fan of Yang Chen and bought his poster. The sponsor of his Frankfurt jersey was Philo.

I have a clear memory of the Philo trademark, which started with that poster. But when I was poor and away from the whirlpool of consumerism, I didn't know what the brand was, how to pronounce it in Chinese, and even made jokes-

A girl came to play at home. When I noticed this brand, I made the mistake of knowing Wang. I pretended to understand it and popularized science with her: Ah, this brand belongs to FIFA. Do you know the abbreviation of FIFA? Fifa!

In short, although many people have been watching the brand of Phila for a long time, they may just be "strangers". Not to mention buying clothes.

If you look at the "official history" of Philo in China, you will also see that it didn't officially enter China until 2005. This makes cousin pu look forward with clothes on.

However, some time ago, a post-85 Northeast friend sent a photo of his primary school graduation.

I opened it and found that one of his classmates was wearing a Fila T-shirt. Although they are all 12-year-old flowers of the motherland, the big letter F stands out.

My 85-year-old brother's primary school is in a county-level city affiliated to Changchun, and the graduation date is 1999.

This means that as early as the end of the 20th century, Feile's clothes had appeared in county-level cities in the northeast. In the northeast prefecture-level cities and provincial capitals with relatively developed commerce, Philharmonic may have been quite popular.

In order to test this conjecture, I dug a hole to find a relationship, and finally contacted a good big brother who was engaged in foreign trade clothing business in Changchun more than 20 years ago, took out a flower and asked him when Philo was popular in Northeast China.

As a result, my eldest brother told me: Ah, Philo, I know. A long time ago, this brand was made around 98!

My guess was verified by my brother's answer: as early as the end of last century and the beginning of this century, Philo was on fire in the northeast.

After confirming this conjecture, I launched a comprehensive and in-depth investigation, and then found that:

When revisiting Master Ma, we lamented that Brother Biao's clothes were ahead of time, because we didn't know the glory of Philo and the fact that the Northeast was very trendy.

Northeast China used to be the most developed industrial zone in Asia. The Italian brand Fira, born in 19 1 1, once had its own golden age.

In the 1970s and 1980s, Philo became the leader of tennis clothing. Its spokesperson is famous as a cloud, and there are many palace-level superstars. For example, 1 1 Grand Slam winner John Berg, overlord Becker in the 1980s, 9 Grand Slam winner monica seles, 4 Grand Slam winner Christels and so on.

However, what really made Fila's scenery infinite was the decision to enter the basketball field in the 1990s, focusing on exploring the North American market.

In the NBA draft of 1994, Grant Hill was selected by Detroit Pistons with the third overall pick in the first round. That season coincided with Joe Wang's first retirement, and NBA President david stern decided to build the next Jordan, and that person was grant hill.

At this time, Fila, who was aiming to attack the North American market, also took a fancy to Hill's potential and signed the rookie first.

Grant hill, the spokesperson of Philo, performed well in his rookie season and was elected as the best newcomer together with jason kidd. In the All-Star Game, O 'Neill became the first rookie player in NBA history to get the highest number of votes. 1995, he won the most votes again, this time overwhelming superstar Michael Jordan. 1996, Hill was selected into the American Dream Team 3 and won the gold medal in the Atlanta Olympic Games.

Such fierce momentum also earned Hill the title of "the person closest to Jordan". In the NBA in the 1990s, this nickname can also be changed to "the person closest to God".

But when it comes to the superstar who made Fila rise completely, there is another person who may be more important than Hill-he is the legendary rap superstar 2Pac.

1February, 996, released the first double CD album "All Eyez on Me" in the history of hip-hop. In the inner page of the album, he is dressed in a cowboy suit, sitting on the ground at will, domineering at a luxury car. The grant hill 2 sole under his feet is facing the camera, and the red and blue LOGO is particularly eye-catching.

However, seven months later, an accident happened that fans still can't let go. 1On the evening of September 7th, 996, 2Pac and his boss, Sugar Knight, watched a boxing match in Tai Sen and were killed by four consecutive shots on the way. Finally, they died at the age of 25 on September 3, 19.

In this way, "All Eyez on Me" became the last album of 2Pac, with outstanding achievements. In the first week, it sold 560,000 copies, and in April 1996, it won five platinum album certifications. The singles What Do You Want and Love in California both topped the Billboard Top 100 singles list.

Many years later, Hill recalled the famous photo of 2Pac in an interview and told the origin of the grant hill 2- 0.

1at the end of 995, he heard that 2Pac was released from prison and signed a contract with death row inmates, so he wanted to express his blessing, so he found a friend like them and entrusted the other party to give 2Pac a pair of grant hill 2.

Hill didn't expect that 2Pac not only wore these shoes, but also wore them to shoot the inside cover of the album, which became a classic photo with mixed feelings.

Grant hill 2, full of stories, became one of the biggest driving forces for Fila's rapid development in 1990s. In 1996, the sales of this sneaker reached 135 USD, accounting for 10% of the sales of Feile shoes. Feile once became the third sports brand in the world, second only to Nike and Reebok. In the field of basketball, it is second only to Nike.

/kloc-the globalization trend in the 1990s can be described as vigorous development. The NBA, where superstars gather, broadcasts live in hundreds of countries with satellite signals; Psychedelic and lazy West Coast rap also reverberates in the bedrooms of young people around the world through tapes and CDs. Major sports brands, including Phila, which successfully integrated basketball and hip-hop culture, also opened their factories to East Asia and Southeast Asia in the wave, which became popular in many Asian countries and regions.

It is under this trend that the fashionable men and women in Northeast China who love chic and waves met coquettish and beautiful Fila music and started a cross-century lingering.

At the turn of the century, the memories left by the northeast land are mixed. In that turbulent tide of laid-off, the word "survival" alone is enough to entangle countless northeastern families.

However, the romance of "piano music" engraved in the bones of the Northeast people will not be completely extinguished because of the pressure of survival.

Since ancient times, young people in the northeast trend have pursued dressing up and formed a unique aesthetic system. In daily communication, adjectives such as spirit, righteousness, righteousness, vitality and urine are used to judge a person's image and dress.

In the 1990s, there was a popular saying among young people in Northeast China that "the head can be broken, but the hairstyle can't be messed up; Blood can flow, shoes should be oiled, which fully proves that they attach importance to image.

Uncle Benshan enlightened Wu Derong and said, "Where was your old head? You have to stand up! " The logic is the same, if a person wants to cheer up, he must first pull up his external image.

If you want to prove that you have 10,000 yuan in your hand to live well, the first thing people in Northeast China think of is to buy a mink instead of investing in financial management.

Of course, not everyone in Northeast China has the ultimate dream of wearing mink, and it is not appropriate to wear mink in summer. In the 1990s, "sportswear" and "travel shoes" were also words that people in Northeast China often mentioned when talking about wearing them.

It is in this upsurge of leisure sports that Phila entered the field of vision of trendy men and women in Northeast China, and fell in love at first sight, especially hit it off.

As for why it hit it off, I personally dare to analyze it and think there are two reasons.

One is that Philo's unique aesthetics and the aesthetic vision of the Northeast people are particularly "right".

Compared with other sports brands, Fila's colors are colorful enough to be easily buried in the crowd. This is in line with the Northeast people's aesthetic pursuit of "energy" and "spirit".

In the 1990s, Feile's T-shirts often had a huge LOGO printed in the middle, which was high-profile. At first glance, it is a high-end foreign brand, which will make the surrounding boys and girls cast envious eyes.

This feature is even more important. Because in the case that the family is not well off, the most taboo is to spend money on good clothes and brand goods, but no one will know if they are worn out. In the northeast, it is "soil skin".

Another point is that there are two men with big brother temperament, which makes Feile's Logo enough to become the spiritual totem of the Northeast.

In the middle and late 1990s, the penetration rate of cable TV in northeast cities increased year by year, that is to say, you can watch American NBA and European football league when you turn on the TV.

Therefore, even if the young people in the northeast didn't notice what Hill was wearing when watching the NBA, it's hard to ignore batistuta, the "God of War" in Serie A. ..

At that time, Buddy was at the peak of his career. God blocked the killing of God, and Buddha blocked the killing of Buddha. The iconic volley is unstoppable, with a strong sense of violence and beauty. Coupled with an elegant and chic blonde hair, she is not moved by fame and fortune, and is loyal to playing Serie B with Florence, which is very consistent with the definition of "leading big brother" by the northeast youth.

In Florence, where Batty is located, the sponsor of the jersey is Philo.

At that time, Serie A superstars gathered and had the reputation of "Little World Cup". The overall strength looked down on La Liga, Premier League and Bundesliga. In the major sporting goods stores in Northeast China, Batty's Fibonacci jerseys are inevitable. Although it is pirated in nine cases out of ten, it can also enhance the reputation of Feile brand.

Let's talk about another man.

Even the old railway company in the northeast didn't know about the leader of the west coast, 2Pac, but everyone loved Jackie Chan in Hong Kong.

Jackie Chan was able to gain a foothold in the Hong Kong film industry and successfully enter Hollywood, relying on a real kung fu, rarely using body double, and he is a real man that young people in Northeast China can't resist.

In the video halls all over the city, they will see Jackie Chan wearing a clean and straight Fibonacci shirt in Lucky Star High, and they will be in awe of his round and full F on his chest.

At the level of market circulation, it was not difficult for Philo to enter the Northeast at that time.

Having said that, we can't help but mention South Korea, which has frequent exchanges with the Northeast.

Since 1992 the establishment of diplomatic relations between China and South Korea, the investment scale of Korean enterprises in the three northeastern provinces has increased rapidly. From 65438 to 0993, the direct investment of Korean enterprises in the three northeastern provinces accounted for more than 30% of the total investment in China. By 20 18, more than 4,500 Korean enterprises had settled in the three northeastern provinces.

199 1 year, the development of Tumen River area and international cooperation promoted by the United Nations Development Programme promoted a large number of Yanbian Koreans to work in South Korea. From 65438 to 0993, after South Korea implemented the "foreigner industrial training system", China began to export labor services to South Korea, and Northeasters of other nationalities also began to work in South Korea under the stimulation of high salaries. According to the statistics of the Korean Ministry of Justice, in 2002, there were more than 220,000 people from China who stayed in South Korea for a long time and a short time, among them, Northeasters accounted for the majority.

This large-scale two-way population movement, coupled with a large number of Koreans engaged in beauty salons in South Korea, will naturally introduce Korean fashion trends to the Northeast, including fashion clothes, one of which is Phila.

According to the official information of Philae, since the establishment of 199 1, the average annual sales of Philae Korea has increased by more than 30%, and it has steadily grown into the cornerstone of the group. Yonhap News Agency 1999 reported that at that time, Fibonacci's sales volume in South Korea was the third in the world, second only to the United States and Europe.

Even though FILA has not officially entered the China market in 1990s, FILA's clothes and sports shoes can still be bought in the clothing market in Northeast China.

According to my eldest brother, there were three main sources of foreign trade clothing in Northeast China at that time: Guangdong, Jimo, Shandong and Dalian, Liaoning. Many garment factories in Jimo, Dalian and other places began to take orders from South Korea in the 1990s, and some of the tail goods flowed into the northeast garment market.

As for fakes, it is even more profound, and there are many sources. For example, in the Animal Year released by 1990, we can see fake Nike shoes, which can be said to be a drop in the ocean and the times are concentrated. In contrast, the production threshold of counterfeit brand-name clothes is lower. I'm afraid I can't buy it, but I'm afraid I can't think of it

In a word, the love between Philharmonic and the old echelon in Northeast China in the spring breeze has already had a quite solid foundation in the middle and late 1990s, both spiritually and materially.

From this point of view, Fan Debiao's wearing a Philo T-shirt is not an improvement, but only a restoration of the northeast trend at that time.

The trend of commodity society has become too fast, and the most difficult thing is to stand on the trend forever.

In 2003, Philae's global sales almost fell to half of the peak of 1997. Although Fan Debiao, a famous vicious person in northern Liaoning, personally brought the goods, he failed to save Fila's decline.

In China, Philo is also struggling. In 2007, Belle Group set up Full Prospect to acquire Philae's business in China. However, this did not change Philo's downward trajectory. In 2007 and 2008, the China business of Feile brand lost 10.96 million and 39180,000 respectively.

This long trough has also made Feile disappear from the vision of many young people and become a niche brand.

It was not until 2009 that Philo took a turn for the better in China. In August this year, Anta took over the "loss-making goods" from Belle International at a huge price.

Thanks to the painstaking efforts of Anta, Feile China performed amazingly after being acquired, with a compound annual growth rate of over 50%. In 2020, the revenue will reach 65.438+0.745 billion, exceeding the 65.438+0.575 billion of Anta brand, and it will become the most profitable brand of Anta.

During this period, the old ironworkers in Northeast China still played an indispensable role. Become the main force of Fila throughout the country.

Their love for Philo can be said to be inseparable, and Philo constantly meets their spiritual needs with aesthetic attributes that are beautiful enough and bright enough.

In the northeast, Feilemen stores are located in provincial capital cities, prefecture-level cities and even county-level cities.

As for the sales performance, although there is no specific data, you can see this description in the official WeChat account of "Le Fei Clothing Co., Ltd.":

Speaking of the Northeast (Feile's), it is a magical existence, with business first, performance first and operation first.

Open Aauto and Tik Tok quickly, search for Fila or Fila, and the account with the most fans is also in the northeast.

However, at the moment when Philo has been revived, the old ironworkers in Northeast China are still waiting for their own revival. This revival is not only economic, but also cultural.

Northeast cultural export, after 90, the local culture represented by Uncle Benshan is too strong, and the urban culture is weak. Many people, even the northeast people themselves, have forgotten the stereotype all the year round, and the northeast has also experienced a big tide.

Feile and the past of Northeast China are just a microcosm of the history of Northeast trend.

Here, I wish the northeast people can once again set off a fashion trend that can stand the test of time and let the whole world know as Dong Baoshi sang in My Old Uncle Shake:

From Changchun to Harbin at night, there are big stars outside Daoli Road.