Red Dragonfly: A Quasi Luxury Brand Experiment

Chinese brands have the luxury of being a luxury brand.

In spring and summer, Hangzhou is filled with warmth and temptations.

In the famous streets of lakeside famous for its popularity, it is crowded with GiorgioArmani, Dolce & LV, Hermes, LV, Corneliani, SilvanoLattanzi and other top consumer brands.

As one of the richest medium-sized cities in China, Hangzhou has become another "luxury bridgehead" after Beijing and Shanghai.

However, this city with many new riches and riches is not necessarily the world of Armani.

A month ago, the local brand "Red Dragonfly" quietly launched the new marketing mode of GT (integrated) concept store on the Yanan Road near the famous street, quietly starting its "challenge journey".

The introduction of Western luxury business model called GT (integrated) concept store, that is, in a 300-1000 square meter space, a collection of Red Dragonfly brand shoes, leather goods, clothing and accessories and other products, provide one-stop shopping experience.

It is said that this is the first creation of the shoe brand in China.

"Red Dragonfly" starts with shoes, and focuses on the accumulation and expression of culture since its establishment. It has been built as the first shoe culture museum in China, and has become the leader of the industry.

Qian Jinbo, the boss, is more ambitious and persistent in brand management. He has always dreamed of making "Red Dragonfly" China's LV or Hermes.

His GT (integration) concept is derived from Western luxury brands.

At the same time, the appearance of "concept store" has made Paris's fashion elite excited.

Therefore, the birth of the first batch of integrated concept shops marks a revolutionary turning point in people's shopping methods.

In the Champs Elysees street of Paris, there are many luxury brands in Europe. Qian Jin Bo has had an unforgettable shopping experience.

He said, "shopping in their stores, with clothing, shoes, accessories, and even porcelain, is a one-stop arrangement, which is very much in line with consumers' demand for fashion matching."

Nowadays, the concept stores of these top European brands still promote the development of the international fashion industry. Their forward-looking thinking and the global shopping concept are being favored by more and more rational consumers with unique judgement.

Qian Jinbo was deeply inspired by this: "why can't we extend this model and combine the brand of our local brand with the quality of luxury brands?"

He said that compared with the history of LV, Hermes and other top luxury brands, "Red Dragonfly" can no doubt be regarded as a "rising star".

However, after 13 years of development, it has a unique brand of Oriental culture and keen sense of fashion, and has the gene of local brand running luxury brand temperament.

Luxury is not equal to expensive. In economic sense, luxury goods are often associated with successful brands, excellent quality, excellent design concepts, historical precipitation and cultural heritage.

Qian Jinbo said that every century's brand has the passion of the founder's thought and life.

A hundred years ago, his life and ideas became the soul of the brand.

For example, Chanel has become a luxury and love affair because of its beautiful love story behind it.

Qian Jinbo and his red dragonfly also have a beautiful story.

The background map of the Red Dragonfly store is a child holding a kite.

He said that because his childhood was poor and there was not much cultural life, only in Nanxi River's green pasture and red dragonfly playing, this beautiful memory became the brand today. This brings my complex. This painting is called "flying dreams, flying beautiful."

Because of this cultural gene, Qian Jinbo has confidence in introducing Western luxury business models.

"From the study of shoe culture, we have gained the assurance of cultural continuity and trend."

Now, there are about more than 180 shoe factories supporting the production of red dragonflies, and the supporting agencies of leather goods and clothing are expanding to 50.

In research and development, the Red Dragonfly research and development center is located in Milan, Italy, to learn how Italians "treat shoes as works of art".

Last year, the Red Dragonfly worked with Belgian Ace Kang to pplant sports technology into leather shoes, and successfully developed a high-end sports leather shoes, not only fashionable but also "shock absorption, cushioning and energy conservation".

Qian Jinbo said, "although the price of red dragonfly is now 300-700 yuan, it will not affect its understanding of luxury brands and its genes and temperament of luxury brands."

His philosophy is: "luxury and luxury are not equal to expensive, fashion is not equal to expensive". Consumers are getting more sophisticated now, and the understanding of fashion and luxury is more and more thorough.

Fashion is fast rhythm, classic is 3 years, 5 years will remain unchanged.

The more classic products should be more expensive, the more fashionable they should be, because the rhythm is fast.

In addition, he is also keen to see that with the rapid development of China's economy, a new round of consumption escalation is gradually approaching. More and more Chinese consumption begins to tend to personal taste and quality of life.

At present, both luxury image stores (expensive), shopping malls and single stores (single choice) are hard to satisfy the individual needs of the new middle class.

For young white-collar workers who are increasingly affluent and advocate rational consumption, they should not only pursue fashion, but also afford luxury brands.

After all, it takes one month or even a few months to buy a LV collar white-collar worker, after all, not the mainstream.

So Jin Bo, after years of thinking, decided to extend the "Red Dragonfly" from shoes to clothing, leather goods and accessories, thus forming the concept of "integration" in the management mode of luxury goods.

The "Red Dragonfly" brand has become a "affordable luxury and fashion".

Will Chinese elements be popular in the world?

So far, Qian Jin Bo's Quasi luxury brand "test" has achieved initial success.

At the end of 3, when the Hangzhou integrated store was completed, he told Xinmin weekly that compared with the previous single store mode, the sales of each store increased by 30% compared to the previous single store mode.

"A lot of customers are unintentionally matched to the right products, especially men.

Our brand feels like "fashion consultant" to attract more people to do natural matching.

A month later, the Red Dragonfly integrated concept store has opened dozens of stores.

When Qian Jinbo met in Guangzhou, he heard that the new integrated store only opened for 6 days, and sales increased by 40%.

"Consumers and agents like it very much."

On the one hand, it meets consumers' one-stop shopping needs; on the other hand, the environment inside the shop makes consumers feel the quality of luxury brands.

He said, "when the new products are on sale, consumers are very sensitive to prices, and the feeling is" reasonable ".

The biggest feature of luxury is to meet the psychological needs of consumers. Product characteristics and design can improve the identity of consumers. Prices are no longer a major consideration at this time.

Qian Jinbo said that in the next 3 years, the contribution of integrated stores to "Red Dragonfly" will account for 50%.

A celebrity in the fashion industry in China said that the rich people in China are scramble for Western luxury brands because "there is no real Chinese brand".

He said: "Chinese businessmen tend to focus on the short term and lack the cultural conservation of cultivating luxury brands.

They do not want to invest in the money, time and effort needed to build a brand. They want quick returns, so their prospects are local. "

Qian Jinbo may be dissatisfied when he listens to this.

In his eyes, China's local brand has the luxury of being an element of luxury. "Culture needs 5000 years of cultural accumulation, technology needs the most advanced technology in the world, and fashion has the most advanced trend in the world."

He said that nowadays luxury brands, whether LV, GUCCI or HERMES, have used Chinese elements and Chinese culture in many advertisements, and I believe that Chinese elements will be popular in the world.

Qian Jinbo has always had an ambitious Chinese luxury brand dream: Qian Jinbo: Nurturing luxury goods like a British gentleman, Qian Jinbo being low-key and elegant in appearance.

He is a farm boy who grew up on the banks of Nanxi River. He was indissoluble from the red dragonfly.

And the story of the red dragonfly has become the source and motive of his business.

The red dragonfly is his childhood companion.

Much of the inspiration for brands comes from the bionics of red dragonflies: it has head, eyes, wings and tail.

There are two kinds of thoughts in the brain center: one is ideology, the other is growth mode; two eyes, one is research and development, the other is channel; four wings are the four major projects of brand, talent, scale and innovation.

A tail should be supported by brand.

The Red Dragonfly brings him a dream, that is to build China's Centennial brand.

He is a loyal fan of luxury brands. He likes to wear Armani, Dai Xiaobang watch and Porsche.

While consuming luxury goods, he also dreamed of making red dragonfly a Chinese LV or GUCCI.

Our dialogue starts with the possibility of luxury brands in China.

Reporter: in recent years, a number of famous brands like red dragonflies, seven wolves, and Chinese fir have emerged. They all hope to develop into high-end brands in China, or become luxury brands in China.

From the perspective of Red Dragonfly's family, do you think there is hope for red dragonflies?

Is there any hope for China's local brands?

Qian Jinbo: in my mind, I always feel that I need to have a big idea in this industry. Can this idea be realized?

Europe took hundreds of years to achieve today's LV, Hermes and other luxury brands.

Why luxury brands are luxury?

First, it has a sense of history, which is the most important element.

Because luxury is not the same as expensive, but the premise of expensive is the sense of history.

So the red dragonfly has been developing for more than 10 years, the current product price is 300-700 yuan, and the Western luxury brand has gone through hundreds of years, its price is 3000-7000 yuan, or even higher.

Now, is red dragonfly the foundation of realizing the dream of "Chinese luxury brand"?

I think this is not my personal situation, but the environment of China.

It is entirely possible for us to cultivate luxury brands in China, but this also faces 10, 30 and 50 years of historical evolution.

Why do I say so?

First of all, now that China's national strength is strengthened, Chinese elements are sweeping the world, foreigners are learning Chinese, and Chinese Confucius thought is spreading to the whole world.

The cultural elements of China's cultural evolution in the past 5000 years have been applied to all kinds of luxury brands, because we have a history of 5000 years, and other countries may only have 500 years.

So from this perspective, China has the cultural foundation of (luxury brand).

For the red dragonfly, it is necessary to achieve the goal of creating "China's luxury brand" as a goal.

Secondly, I have to have such a gene to lay a good foundation for the creation of Chinese luxury brands in the future.

So in recent years, we have insisted on doing research on shoes culture in the industry, which is an important work to continue the brand sense of history.

Red dragonfly is only 13 years old now, but it has studied the history of shoes culture and its understanding of Chinese elements for more than 13 years. Our esteem for Chinese shoes culture and Chinese history is enough. From this point of view, China has all the cultural and historical precipitation that produces luxury brands. Only luxury goods are cultivated slowly in material life, just like British gentlemen, 13 is slowly nurtured by time.

To learn from the international luxury brand, the red dragonfly is showing its hard work in the past years. We are continuing our sense of history.

Besides, our brand name is "Red Dragonfly".

Red dragonfly is an insect that is naturally associated with human beings. It is the spirit of nature. It has the trait of making a luxury brand, which is related to human beings.

I often say that the brand must have three elements, the first is the root of childhood, the second is the regional culture, and the third is the humanistic care.

Reporter: luxury is derived from the western concept. If you consider from the Chinese point of view, from the Chinese culture, what is the concept of luxury in your eyes?

How do you understand luxury goods?

Qian Jinbo: luxury is one of my goals in my mind.

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