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Red Dragonfly: A Three Faced Fashion Experience Of Quasi Luxury Goods

2008/7/21 12:56:00 17

"From a fashion perspective, this is definitely a brand image shop with international first-class fashion standards."

On the morning of July 18th, Maggie, editor of Hongkong's famous fashion magazine, told reporters that this time she made a special trip to join the fashion integration store in Twin Towers Road, north of the red dragonfly.

This store is a gorgeous turn of Red Dragonfly since it opened its first fashion store in Wenzhou last year.

How did the traditional footwear brand evolve into a world-class fashion image today?

In the past year, the red dragonfly has gone through three fashion experiences quietly.

Image: from traditional brand shoe store to super fashion integration

Reporters found that since last October 7th, the Red Dragonfly opened its first fashion store in Jiefang Road, Wenzhou, and the image and service of the Red Dragonfly franchised store seemed to be changing all the time.

Nowadays, this shop seems to be more fashionable and fashionable. The door is illustrated by two layers of windows. The storehouse makes people feel a strong fashion atmosphere. Both products and shelves are very new, which are different from the familiar red dragonfly stores we used to be familiar with.

Red Dragonfly integration manager told reporters that the fashion integration store has been improved and supplemented by 100 times on the basis of the original integrated store: the raw materials of the shelves are imported high grade pure wood, the door adopts piano baking glass and titanium gold edge, the whole series of luxurious lighting purchased from Guangdong, and the advanced materials and technologies such as the distribution of humanized shopping area.

These decorations used to be "patents" of international luxury brands, and are now used to decorate Red Dragonfly stores.

Products: from self research framework to international cooperation platform

According to the introduction, in order to match the products of the red dragonfly with the new generation of terminal fashion, red dragonfly has increased product research and development since last year.

Last year alone, it invested tens of millions of dollars in R & D: the first domestic company set up R & D centers in Italy, in order to pform the European and American fashion trends into fashion products at the first time, making it intimate with customers at the first time; developing the first pair of sports shoes with the Ace health company of Belgium, and developing the healthy lifestyle to the end; deepening the technical cooperation with the world-class footwear manufacturers such as Italy and Laglio, and developing the products that can best satisfy people's fashion illusions.

Besides the main products, shoes, clothing, accessories and other products are also amazing.

Obviously, owning an international R & D platform is the premise to ensure the continuous supply of fashion products.

Service: from active enthusiasm to humanized satisfaction.

Red Dragonfly thinks that the age of warm service has gone away.

In fact, customers nowadays have lost interest in Warm services, and they prefer Human services.

Red dragonfly has begun implementing the "humanized service" strategy to provide customers with the services that customers need, instead of forcing the standard, rigid and enthusiastic service mode that is respected in the current business structure to sell to customers.

In 2007, red dragonfly completed a system training module and supervision module, and quickly applied in the national sales system.

The Red Dragonfly thinks that the humanized service is a "one to one" humanized care and consideration. It is a service attitude and strategy that can really satisfy different people and needs.

This is the marketing truth that all international fashion brands consistently adhere to.

The forward-looking, revolutionary innovation of image, product and service has increased the profit rate and brand image's speed and efficiency for the red dragonfly, and formed a high-quality circular economy chain.

At present, China's shoe making industry is generally facing the bottleneck of development. From the marketing conference of the red dragonfly, which has just ended, the "Red Dragonfly continues to maintain good sales performance and profit margin growth".

Red Dragonfly interior business data show that the Red Dragonfly fashion integrated sales mode has achieved great success, and the growth of single store profit is almost half.

Improving the efficiency of single store is the best strategy to solve the terminal cost pressure of Chinese footwear industry, and is also one of the marketing magic weapon of international famous fashion brand.

Qian Jinbo, chairman of red dragonfly, said: "luxury is not equal to cost. Fashion does not mean that we can not afford it.

Now the consumer awareness is becoming more and more mature, and the understanding of luxury and fashion is getting more and more thorough.

Therefore, the birth of the new fashion integration shop of the red dragonfly is a masterpiece of international fashion.

It will also continue to develop and deepen in all cities.