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scroll 0 1 它能火，关键在于包装出了一套完整、统一、且易被感知的审美体验。
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如果问一个上海人，上海特产是什么，他可能会告诉你，是花园饭店的白脱饼干、国际饭店的蝴蝶酥、沈大成的青团、德兴馆的鲜肉月饼，是咖啡，是川沙七宝。
可现在如果问一个去上海旅游的老外，打算带什么土特产回国，他大概率会提到一个牌子：PANE。
这牌子不卖吃，不卖喝，不卖labubu，卖七八百一双的运动鞋。
在街上逛，PANE俨然已是淮海路新门面、上海滩伴手礼，中外消费者每天扎堆在店门口排队等候，“老外组团来，每人拎走好几双”的都市传说不绝于耳；在网上刷，新晋潮人标配“芭蕾德训鞋”的种草贴里，PANE的出镜率同样不容小觑。
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这几年“户外风”的热度居高不下，火起来的运动鞋不说一万也有八千，“芭蕾德训鞋”现在更是大大小小运动品牌的兵家必争之地。PANE有何特别之处，怎么就在潮流的高地魔都脱颖而出，甚至拿下老外、走向世界？
01
上海最新“土特产”是一双鞋
走进淮海路、永源路这些上海的时髦街区，街上行人有着各种颜色的皮肤、各种颜色的头发、嘴里念的说的不一定能听懂是哪里话，但很可能身穿一件阿迪达斯新中式盘扣外套，手里拎俩神秘的白底蓝字纸袋子。
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上海最新“土特产”，被老外买爆了
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