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Now let’s go from scientific discoveries to a rapidlyemerging market—China—which has a consumer market that is massive: 1.3 billion people. Breaking into that market is not easy. Some products from the United States, like doughnuts, have not done so well. But an old American sneaker has become a success: the Converse Chuck Taylor All-Star, which you may just call 1)Chucks. Frank Langfitt explains how a cheap canvas basketball shoe became popular in the middle kingdom. Frank Langfitt: I’m walking along a side street in Shanghai around lunchtime—there are a lot of people out—and there’s a woman walking along here wearing a pair of 2)raspberry-colored Chuck Taylors. In fact, in the last five or ten minutes I’ve seen two other people wearing Chuck Taylors as well. The girl with the raspberry sneakers is Xu Jing. She’s a 27-year-old who works for an ad company. I asked her why she likes the shoes.
Xu Jing: (via translator) They have a young image, 3)upbeat and outdoorsy, sporty. Young people with an artistic sense prefer Converse.
Frank: Chen Xiaolei, Xu’s co-worker, owns three pairs of Chuck Taylor high-tops.
Chen Xiaolei: (via translator) The shoes are pretty light, good looking, they go with skinny jeans. Nowadays, young people like these shoes because they’re fashionable.
Frank: Yes. Fashionable. The canvas-and-rubber shoe that dates to 1917 Massachusetts is now considered reasonably cool among 20-somethings in Shanghai. Last year, about five million pairs of Chuck Taylors were sold in China—not counting all the fakes. That’s not a huge number in this giant market, but it’s up 50% from 2007. To understand the shoe’s emerging popularity here, it’s worth looking at how its image has 4)morphed over time. The Chuck Taylor spent its first decades as a hoops sneaker.
(In a basketball game)
Man: Wilt Chamberlin (has a shot of) a 100-point game tonight. He’s already broken his own record of 78 points in a game.
Frank: Then in the 1970s, punk rockers began adopted the shoe. The Ramones wore Chuck Taylors.
(In the song, “I Want To Be Sedated” )
Dee Dee Ramone: (Singing) Twenty-twenty-twentytwenty four hours to go, I wanna be sedated.
Frank: As did Kurt Cobain of Nirvana in the 1990s.
(In the song, “Smells Like Teen Spirit”)
Kurt Cobain: (Singing) Load up on guns and bring your friends, it’s fun to lose and to pretend...
Frank: The shoe finally arrived in China in 1993, and Chinese rockers followed the fashion lead of American groups they admired. Yang Haisong sings with the Beijing indie band PK-14. He’s been wearing Chuck Taylors for years. Yang thinks they’re popular because of their price and image.
Yang Haisong: It’s quite cheap compared with others like Nike or Adidas. And the second one, the reason is like, it’s people like to look...look back.(Chinese) Zhongwen jiao fugu.
Frank: Fugu means retro in Chinese. And Chuck Taylors can sell for as little as $35 a pair—cheap by current standards. Until relatively recently, Converse licensed its brand here to a Taiwanese company that marketed the shoes as sportswear. In 2007, Converse took the brand back and began emphasizing a more casual, youthful image.
Steve Parker: I’m Steve Parker. I’m the VP, GM, of Converse Asia Pacific.
Frank: Parker says the company partnered with street artists and built on existing influential customers like Yang Haisong.
Queen Sea Big Shark: (Singing) Now I see in the streets...
Frank: Converse underwrote a tour for PK-14 and another Chinese band, Queen Sea Big Shark.
Parker: We put them on a bus and we traveled through…I think it was nine different provinces. And it ended up in a big party in a show in Beijing right at the time of the Olympics.
匡威，文艺范儿的足下风情
说完了科学发现，让我们来看看这个正在迅速崛起的市场——中国。中国有13亿人口，消费群体巨大，但要打入中国市场也绝非易事。很多美国产品，像是甜甜圈，就不怎么成功。但是一双老牌的美国运动鞋却把步子迈得很稳，那就是匡威—查克·泰勒全明星，也就是我们通常所称的查克鞋。弗兰克·朗菲特将带我们看看一双低价的帆布鞋如何风靡中国。
弗兰克·朗菲特：现在是午饭时间，我正沿着上海的街道走着——人们开始涌上街——我看到一位女性穿着紫红色的匡威鞋走过。其实就在刚刚五到十分钟内，我还看到另外两人穿着匡威鞋走过。穿紫红色匡威鞋的女孩叫徐静（音译），今年27岁，在一家广告公司工作。我问她为什么喜欢穿匡威鞋。
徐静：（通过翻译）比较年轻，比较阳光，给人一种冒险的、运动的感觉。相对来说，文艺青年会比较喜欢匡威吧。
弗兰克：小徐的同事陈小蕾（音译）有三双匡威的高帮鞋。
陈小蕾：（通过翻译）鞋子很轻便，也很好看，与那种小脚牛仔裤很搭。如今，年轻人喜欢匡威因为它们时尚。
弗兰克：没错，时尚。一个1917年起家于马萨诸塞州的帆布鞋品牌，如今在20来岁的上海年轻人眼中显得相当酷。去年（2011年），除去假货，匡威在中国的总销量大概是500万双。在中国这个巨大的市场中这个数字并不算什么，但相比2007年，销量增长了50%。要想了解这鞋的人气之高，它多年来品牌形象的演变值得一探。在最初的几十年间，匡威致力于打造篮球运动鞋。
（篮球比赛）
男声：威尔特·张伯伦在今晚的比赛中独得1 0 0分，破了他自己单场拿下78分的记录。
弗兰克：然后到了上世纪七十年代，朋克一族也开始穿匡威。雷蒙斯乐队就是匡威鞋的忠实拥护者。
（歌曲《我想安静下来》）
迪·迪·雷蒙：（唱歌）还有无数个二十四小时要过，我想安静下来。
弗兰克：还包括上世纪九十年代，涅乐队的科特·柯本。（歌曲《少年心气》）
科特·柯本：（唱歌）子弹上膛，带着你的朋友，沉溺堕落却假装清纯，实在可笑……
弗兰克：最终，匡威在1993年来到中国，欣赏美国摇滚精神的中国摇滚乐队们，自然也对匡威鞋情有独钟。杨海崧是北京独立乐队PK-14的主唱，他穿匡威好几年了。杨认为匡威的成功在于它的价钱和品牌形象。
杨海崧：相比其他一些品牌像是耐克、阿迪达斯，它相当便宜，第二个原因，可能是人们都喜欢往回看，怀旧。（中文）用
中文说叫复古。
弗兰克：复古的英文单词是retro。
匡威只卖35美元一双，相比于当前的物价算是便宜的。此前，匡威曾将品牌授权给一家台湾公司，主打运动品牌市场；随后在2007年，匡威又将授权收回，开始塑造一个更加随性、年轻的品牌形象。
斯蒂夫·帕克：我叫史蒂夫·帕克。我是匡威亚洲区的总经理兼副总裁。
弗兰克：帕克提到公司经常与街头艺术家合作，并和像杨海崧这样的已有一定影响力的客户保持合作。
后海大鲨鱼：（唱歌）如今，我看到这街上……
弗兰克：匡威还与PK-14乐队以及另外一支中国乐队后海大鲨鱼签下了承办一次巡演的合同。
帕克：我们将乐队成员们涂刷在一辆巴士上，我们一共游走了……我想是九个省吧。最后到达北京，并在2008奥运会期间以一个盛大的聚会结束这次巡演。
Xu Jing: (via translator) They have a young image, 3)upbeat and outdoorsy, sporty. Young people with an artistic sense prefer Converse.
Frank: Chen Xiaolei, Xu’s co-worker, owns three pairs of Chuck Taylor high-tops.
Chen Xiaolei: (via translator) The shoes are pretty light, good looking, they go with skinny jeans. Nowadays, young people like these shoes because they’re fashionable.
Frank: Yes. Fashionable. The canvas-and-rubber shoe that dates to 1917 Massachusetts is now considered reasonably cool among 20-somethings in Shanghai. Last year, about five million pairs of Chuck Taylors were sold in China—not counting all the fakes. That’s not a huge number in this giant market, but it’s up 50% from 2007. To understand the shoe’s emerging popularity here, it’s worth looking at how its image has 4)morphed over time. The Chuck Taylor spent its first decades as a hoops sneaker.
(In a basketball game)
Man: Wilt Chamberlin (has a shot of) a 100-point game tonight. He’s already broken his own record of 78 points in a game.
Frank: Then in the 1970s, punk rockers began adopted the shoe. The Ramones wore Chuck Taylors.
(In the song, “I Want To Be Sedated” )
Dee Dee Ramone: (Singing) Twenty-twenty-twentytwenty four hours to go, I wanna be sedated.
Frank: As did Kurt Cobain of Nirvana in the 1990s.
(In the song, “Smells Like Teen Spirit”)
Kurt Cobain: (Singing) Load up on guns and bring your friends, it’s fun to lose and to pretend...
Frank: The shoe finally arrived in China in 1993, and Chinese rockers followed the fashion lead of American groups they admired. Yang Haisong sings with the Beijing indie band PK-14. He’s been wearing Chuck Taylors for years. Yang thinks they’re popular because of their price and image.
Yang Haisong: It’s quite cheap compared with others like Nike or Adidas. And the second one, the reason is like, it’s people like to look...look back.(Chinese) Zhongwen jiao fugu.
Frank: Fugu means retro in Chinese. And Chuck Taylors can sell for as little as $35 a pair—cheap by current standards. Until relatively recently, Converse licensed its brand here to a Taiwanese company that marketed the shoes as sportswear. In 2007, Converse took the brand back and began emphasizing a more casual, youthful image.
Steve Parker: I’m Steve Parker. I’m the VP, GM, of Converse Asia Pacific.
Frank: Parker says the company partnered with street artists and built on existing influential customers like Yang Haisong.
Queen Sea Big Shark: (Singing) Now I see in the streets...
Frank: Converse underwrote a tour for PK-14 and another Chinese band, Queen Sea Big Shark.
Parker: We put them on a bus and we traveled through…I think it was nine different provinces. And it ended up in a big party in a show in Beijing right at the time of the Olympics.
匡威，文艺范儿的足下风情
说完了科学发现，让我们来看看这个正在迅速崛起的市场——中国。中国有13亿人口，消费群体巨大，但要打入中国市场也绝非易事。很多美国产品，像是甜甜圈，就不怎么成功。但是一双老牌的美国运动鞋却把步子迈得很稳，那就是匡威—查克·泰勒全明星，也就是我们通常所称的查克鞋。弗兰克·朗菲特将带我们看看一双低价的帆布鞋如何风靡中国。
弗兰克·朗菲特：现在是午饭时间，我正沿着上海的街道走着——人们开始涌上街——我看到一位女性穿着紫红色的匡威鞋走过。其实就在刚刚五到十分钟内，我还看到另外两人穿着匡威鞋走过。穿紫红色匡威鞋的女孩叫徐静（音译），今年27岁，在一家广告公司工作。我问她为什么喜欢穿匡威鞋。
徐静：（通过翻译）比较年轻，比较阳光，给人一种冒险的、运动的感觉。相对来说，文艺青年会比较喜欢匡威吧。
弗兰克：小徐的同事陈小蕾（音译）有三双匡威的高帮鞋。
陈小蕾：（通过翻译）鞋子很轻便，也很好看，与那种小脚牛仔裤很搭。如今，年轻人喜欢匡威因为它们时尚。
弗兰克：没错，时尚。一个1917年起家于马萨诸塞州的帆布鞋品牌，如今在20来岁的上海年轻人眼中显得相当酷。去年（2011年），除去假货，匡威在中国的总销量大概是500万双。在中国这个巨大的市场中这个数字并不算什么，但相比2007年，销量增长了50%。要想了解这鞋的人气之高，它多年来品牌形象的演变值得一探。在最初的几十年间，匡威致力于打造篮球运动鞋。
（篮球比赛）
男声：威尔特·张伯伦在今晚的比赛中独得1 0 0分，破了他自己单场拿下78分的记录。
弗兰克：然后到了上世纪七十年代，朋克一族也开始穿匡威。雷蒙斯乐队就是匡威鞋的忠实拥护者。
（歌曲《我想安静下来》）
迪·迪·雷蒙：（唱歌）还有无数个二十四小时要过，我想安静下来。
弗兰克：还包括上世纪九十年代，涅乐队的科特·柯本。（歌曲《少年心气》）
科特·柯本：（唱歌）子弹上膛，带着你的朋友，沉溺堕落却假装清纯，实在可笑……
弗兰克：最终，匡威在1993年来到中国，欣赏美国摇滚精神的中国摇滚乐队们，自然也对匡威鞋情有独钟。杨海崧是北京独立乐队PK-14的主唱，他穿匡威好几年了。杨认为匡威的成功在于它的价钱和品牌形象。
杨海崧：相比其他一些品牌像是耐克、阿迪达斯，它相当便宜，第二个原因，可能是人们都喜欢往回看，怀旧。（中文）用
中文说叫复古。
弗兰克：复古的英文单词是retro。
匡威只卖35美元一双，相比于当前的物价算是便宜的。此前，匡威曾将品牌授权给一家台湾公司，主打运动品牌市场；随后在2007年，匡威又将授权收回，开始塑造一个更加随性、年轻的品牌形象。
斯蒂夫·帕克：我叫史蒂夫·帕克。我是匡威亚洲区的总经理兼副总裁。
弗兰克：帕克提到公司经常与街头艺术家合作，并和像杨海崧这样的已有一定影响力的客户保持合作。
后海大鲨鱼：（唱歌）如今，我看到这街上……
弗兰克：匡威还与PK-14乐队以及另外一支中国乐队后海大鲨鱼签下了承办一次巡演的合同。
帕克：我们将乐队成员们涂刷在一辆巴士上，我们一共游走了……我想是九个省吧。最后到达北京，并在2008奥运会期间以一个盛大的聚会结束这次巡演。