Qian Jinbo, A Shoe Maker, Is A Luxury Product In The Global Leather Industry.

Chairman

Jin Bo, money

Qian Jinbo is chairman and artistic director.

Reporter: first, please always tell us your entrepreneurial experience.

Qian Jinbo: I was born.

Reporter: is there any change in the consumer groups of the red dragonfly in more than 10 years?

Qian Jinbo: when the red dragonfly was first created, it was mainly for the fashionable young women aged more than 20 to 30. Over the past decade, the daughters of the 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.

Fake foreign cards have lost competitiveness.

Reporter: now the market is full of fake foreign cards. It seems to be popular. What do you think of this phenomenon?

Qian Jinbo: Nowadays, young people are strong in information search ability and brand recognition, so in this case, fake foreign brands will not have any chance.

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.

Nowadays, post-80s consumers know how to locate the brand's origin, even if they are registered abroad, they can also search the real value of these brands in English.

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.

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To make people feel comfortable.

Reporter: will the Red Dragonfly plan to become a luxury brand in the future?

Qian Jinbo: people often regard luxuries as the most expensive consumer goods. Expensive is good, of course, it is a relatively superficial understanding.

The Red Dragonfly never wants to be a gaudy high priced product, but rather a luxury product that fits people's hearts.

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.

Fashion integration store brings different consumption experience

Reporter: Red Dragonfly is building a fashion integration store. What will this fashion integration store look like?

Qian Jinbo: the ideal red dragonfly fashion integration shop should be like this: the storefronts are large and showcase all kinds of goods. It is not a traditional shoe store, nor is it a shelf stacking column. All shoes and clothes are matched with each other.

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.

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.

2010 continues to launch 80 fashion integration stores

Reporter: will this face the pressure of rising store rents?

Qian Jinbo: 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.

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.

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.

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 continued to launch 80.

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Pay attention to network sales channels

Reporter: is there any other mode for business mode? Is there any plan for the online shopping mall?

Qian Jinbo: These are all things we do in operation, because now there are more and more "lazy people" in China. After 80 and 90, we just talked about cooperation with professional companies.

Because there is a lot of consumption channels and online consumption is the mainstream of consumption after 90, we must lay a solid foundation.

Reporter: according to the characteristics of netizens, what kind of concept should the online shopping mall create?

Qian Jinbo: because our Red Dragonfly now operates 12 categories of shoes. If we sell online, the two or three categories will be fine, but the style of the products must have a selling point. We must have its technological content, for example, our athletic leather shoes, which are made according to the principles of ergonomics. The fabrics are all distinctive, and there is a very big difference between the market and the market, so that Internet users can choose. For example, if you wear jeans, if you wear jeans, like jeans, we will paste these personalized products. There is no outside, starting from the fabric and design concept.

According to their consumption habits, the development of products is not a move to store products.

True luxury lies in thought.

Reporter: what brands do you usually like?

Qian Jinbo: my favorite brand is usually not the most expensive, but the most character.

Armani, Dior and Chopin are my favorite brands.

In Europe and America, the Armani boss is the idol of all the girls. Women love him better than Bill Gates Gates creates wealth, but Armani creates a taste of life.

Reporter: as a successful businessman and entrepreneur, how do you define luxury?

Qian Jinbo: someone is luxurious in appearance. I am luxurious in thinking.

I don't want to live in seven star hotels in Dubai, but I often miss time spent with friends and family.

That's why I want to invest in 30 million of the shoe culture museum.