Introduction Of Red Dragonfly Shoe Into Western Luxury Business Model

Chinese brands have the luxury of being a luxury brand.

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

In the famous famous street 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 the Western luxury business model called GT (integrated) concept store, that is, in a 300-1000 square meter space, the 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. Since its creation, it has focused on the accumulation and expression of culture. It has been built as the first museum of shoe culture 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 concept of GT 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 Champs Elysees street, Paris, which has gathered 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."

Today, the concept stores of these top European brands still promote the development of the international fashion industry. Their forward-looking thinking and 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."

Today, there are about more than 180 shoe factories supporting the production of red dragonflies, and the supporting agencies for 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 the cheaper, because the rhythm is fast.

In addition, he is also keen to see that along 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 improve 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.

Therefore, after years of thinking, Jin Bo 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".