• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Shoes Red Dragonfly Conquer &Nbsp After 80; Turn To High-End And Luxury.

    2010/4/26 15:48:00 16

    Red Dragonfly Luxury

      1995年創立紅蜻蜓至今,錢金波夢想中的紅色蜻蜓不斷長大。不過,錢金波的夢想是創建一個擁有歷史感、主打東方風尚的高端品牌。這個一直以來給很多人的印象貌似都是面向普通大眾的皮鞋品牌,如今能夠順利實現它向“高端”與“奢侈”的轉身嗎?


    A red boy's Dragonfly kite crosses the stage in a conference called "perfect Metamorphosis" held by red dragonfly in honor of the European high-end brand TOBE and other agents. In Qian Jinbo's eyes, this little boy is himself. "Hold your dreams tightly and look up from time to time."


    Since the establishment of the red dragonfly in 1995, the dream of Red Dragonfly Jin Bo has been growing up. Now it is an enterprise with annual sales of nearly 3 billion. However, the scale of enterprises is not Qian Jinbo's pursuit. His dream is to create a high-end brand with a sense of history and a main trend in the East. This brand is not only to conquer the mothers who have become red dragonfly consumers, but also to conquer their daughters - those who are not familiar with the brand.


    This has always been to many people's impression that they are all facing the general public's shoes brand. Can they turn to "high end" and "luxury" smoothly now? What kind of mental track is it, what kind of "bottom air" is supporting Qian Jinbo's ambition?


        



    From mother to daughter


    If the business is just to make money, I will dig coal and mine. I was born in Wenzhou and started business in 1987. In 1995, I founded the red dragonfly. In the same year, red dragonfly co organized the "Red Dragonfly Tour" with Wenzhou TV station. This is also the first experience of our brand. In 1997, red dragonflies began to advertise on major TV stations. Since the Red Dragonfly started its brand investment earlier, in the late 90s, red dragonfly was regarded as the domestic first-line footwear brand.


    The first ten years of the establishment of Red Dragonfly are basically making products, what products the market needs and what products we provide. In 2005, we really planned the brand. While respecting the market, we should integrate the values of the brand and put forward the slogan of "leading the Oriental fashion and opening the original life". This sentence can make me do my whole life. In red dragonfly, I am both chairman and artistic director, not necessarily every founder can be an artistic director, and not necessarily everyone who designs is a professional. Design comes from the experience of life, in fact, it is more of a character.


    Over the past decade, the daughters of young mothers wearing red dragonflies have become the mainstream consumers of our society. There are generation gap between us and the consumers now. These daughters will think that red dragonfly is the brand of their mothers, not their own. During the meeting, I often said that red dragonflies had good relationships with their mothers, and their relationship with their daughters was much worse. So we will learn to earn our daughters' money in the future, and we can not earn money from our mothers. The growing consumption power of young people is becoming more and more important.


    This generation of consumers is more interested in foreign brands, and they are willing to follow the trend of global fashion. The sinking of overseas brands in domestic channels caters to their needs. Many people feel that this will bring us to the local brands. But in my view, the maturity of the new generation of consumers is not only a precursor to the decline of local brands, but rather an opportunity.


    Nowadays, young people generally have strong information search ability and brand recognition ability, so in this case, fake foreign brands will not have any opportunities. Ten years ago, or even four or five years ago, fake foreign brands were very popular. Many enterprises saw the value of foreign brands. A little bit of foreign brands came into being. Today, the post-80 consumers know how to find the origin of the brand, even if the brand registered abroad, they can also use English to search for the real value of these brands.


    In the past, we knew little about the post-80s young people. They are selfish, have no collective consciousness and have a poor sense of belonging. In fact, the younger generation loves their motherland as well. The earthquake in Wenchuan shows us another side. So when our enterprises become stronger and products do better, they will accept or even be more willing to choose our products. When Chinese consumers begin to identify with local brands, historical accumulation will become the scarce resources of the brand. By then, the Red Dragonfly would have its advantages.


    So this generation of consumers is our opportunity. Zhang Zhifeng and I, who founded NE.Tiger, have long recognized that the Chinese wind will rise. When our culture can be exported, it is time for local consumers to truly recognize domestic products. Therefore, there is no shortcut to win the recognition of daughters, and the most important thing is to persist.


    The logic and foundation of upward movement


    The red dragonfly is not a luxury consumer in the traditional sense. It is not a white-collar worker in the first tier cities of Beijing and Shanghai, but a new class of "white bone essence". With the process of urbanization, a number of new cities have emerged in China, and a number of emerging consumers have emerged. Moreover, along with the development of the third industry and the upgrading made in China, there has been a blue collar income of 5 to 100 thousand yuan in the coastal area. They are young, energetic, eager to integrate into the life of big cities, and more importantly, they want to integrate with metropolis in temperament. In the process of urbanization, their aesthetic orientation gradually matured and began to have the concept of collocation. But this class is deterred by luxury brands, and the red dragonfly is to serve the group.


    Our consumers will not simply pay for CCTV advertising, and have moved to the stage of truly understanding products. At this point, we have to work hard on products and shopping experience. There are two kinds of experience. One is to rely on low price to give consumers the feeling of exceeding value. The other is to increase the added value of products and shopping, and give consumers the feeling of exceeding value. I am never optimistic about price war. In my opinion, brand is like human temperament. Now we use fashion integrated stores to enhance the comprehensive temperament of consumers.


    The ideal red dragonfly fashion integration store should be like this: its storefronts are large and showcases all kinds of goods. It is not a traditional shoe store, nor is it a shelving heap. All shoes and clothes are paired with each other, with a series of shoes and bags. When consumers come in, they can feel a high sense of value. Our storefront must be able to conquer consumers, and look at the appearance of the store, so they will try to come in. In this way, they will not be calculating for similar prices.


    With the rapid development of China's economy, some domestic sports brands have made great use of capital market funds to occupy street shops in advance, making the Commercial Street's rents increase rapidly. Even in the financial crisis, the average growth rate was 20%. Generally speaking, the rents of the shops in the commercial street are just like the tenders, which are based on the price of the highest price in a street. As long as a listed company gives an increase of 20% of the bid, then our rent must rise. Red Dragonfly now has 4000 stores. In the face of rising rent, facing the increasing cost, what should we do? We did extensive market research, re-examine their strengths and weaknesses, and of course, combine my personal preferences, hoping to find a good solution. What I personally respect most is Europe's luxury enterprises with their own unique history and culture. Although the history of the red dragonfly is not long, it is a brand that serves the public. Now there are more extensive terminals, but we can also find something we can learn from luxury goods. Red dragonfly can serve as a luxury item by providing a package of services ranging from clothing to shoes to accessories.


    As long as our customers come to our fashion integration store, they can choose from clothing to leather bags, leather shoes, clothing, and scarves and accessories. However, this requires that enterprises have a very strong brand, which is why most luxury goods do so.


    Some people also questioned my practice. If the fashionable integrated shop area is at least several times the original rent, it will also rise. Can the Red Dragonfly afford it? In fact, the most expensive one in the shop is the first 8 meters, the warehouse behind the back and the upstairs are very cheap. Therefore, the rental cost of the Comprehensive shops will not rise or fall.


    We use the ability of individual consumers to mark the success of our spanformation. Three years ago, there were occasional consumers spending 1000 yuan in our store, but these are all cases. It can not be said that the brand of red dragonfly has reached the level that consumers are willing to spend. Today, through fashion integration stores, consumers who spend 1000 yuan on a single consumption are increasing day by day. Now, red dragonfly has more than 80 stores with more than 200 square meters. In 2010, we plan to launch 80 more.

    • Related reading

    The "Disk" Theory Of Dropping Water Into Stone

    News and information
    |
    2010/4/26 15:45:00
    12

    Chinese Shoe Enterprises Become Leaders Of International Standards For The First Time

    News and information
    |
    2010/4/26 15:01:00
    13

    China Responds To Russia'S "Poison Shoe Incident"

    News and information
    |
    2010/4/26 11:12:00
    21

    Shoes, Shoes, Enterprises Test Water Products Terminal Sales

    News and information
    |
    2010/4/26 10:17:00
    15

    Shoe Industry Ushering In New Changes: "Fashion And Colorful"

    News and information
    |
    2010/4/26 10:14:00
    38
    Read the next article

    The Business Of Shishi Garment City Is Doubled.

    This year's Expo has visitors from more than 50 countries, including the United States, Europe, Japan and South Korea, the Middle East and Southeast Asia. The four day exhibition attracted 170 thousand and 600 spectators and 21 thousand and 500 professional visitors from and outside the country.

    主站蜘蛛池模板: 欧美性猛交xxxx乱大交3| 91精品一区二区| 三级网站免费观看| 2022国产在线视频| 欧美日韩在线国产| 国产超爽人人爽人人做| 亚洲精品午夜视频| 99久9在线|免费| 美女黄网站人色视频免费国产| 日本中文字幕一区二区有码在线| 国产亚av手机在线观看 | 两个人看的www免费视频| 色播亚洲视频在线观看| 无码一区二区三区免费| 台湾swag视频在线观看| 一级特黄aaa大片大全| 精品国产一区二区三区不卡 | 男人边摸边吃奶边做下面| 女人张开腿让男人捅| 亚洲综合色丁香麻豆| 91秒拍国产福利一区| 欧美大bbbxxx视频| 国产成人高清精品免费鸭子| 久久精品国产网红主播| 色综合久久天天综合| 性中国videossex古装片| 免费一级e一片在线播放| 97久久精品人妻人人搡人人玩| 欧美成人免费全部观看在线看 | 看免费的黄色片| 图片区小说校园综合| 亚洲人成色7777在线观看不卡| 国产欧美日韩另类一区乌克兰| 日本无吗免费一二区| 啊好深好硬快点用力视频| igao在线观看| 欧美成人第一页| 国产午夜亚洲精品不卡免下载| 中文字幕+乱码+中文乱码| 爱情岛论坛网亚洲品质自拍| 成人白浆超碰人人人人|