Red Valley Explores The Upgrading Path Of Local Leather Goods Industry

Less than p ago, Red Valley, a fashion group from Guangzhou, held its 2013-2014 annual summary planning conference at its headquarters. Hundreds of Red Valley excellent franchisees and branch representatives from all over the country participated in the conference.

After the end of the annual summary planning conference, Red Valley also held a grand 2014 Summer new product conference. The author, as an invited media personage, also took part in the conference.

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< p > as a third party observer, the author has been wondering how Red Valley has grown from a small workshop in the southwest frontier to the leading leather brand in China. How does the "Red Valley mode" work out? What are the unique growth trajectories and leading genes behind this? The annual conference and the new product conference of Red Valley are a rare opportunity for close observation of Red Valley.

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< p > in the annual summary planning conference, Red Valley high level is present.

Group Chairman Deng Shenwei, President Zhang Yang, vice president Zhou Panfeng and general manager Zhang Qinghui on Red Valley's business strategy, business model, brand promotion and operation management elaborated and explained.

The author seems to have captured some of the key points of the so-called "leader gene", which are precisely the urgent need for China's local leather industry to upgrade on the road of pformation and upgrading.

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< p > < strong > recognize the "customer experience" is the lifeline of enterprise < /strong > /p >

Deng Shenwei, chairman of the "P" > a href= "http://www.91se91.com/news/index_c.asp" > Red Valley Group < /a >, mentioned that with the development of the industry and the changes of the business environment at home and abroad, the Red Valley must have the strategic innovation thinking and must solve the problem of pforming the non mainstream customers into the mainstream customers, so as to get a new lease in the future pfer of value chain.

To solve these problems, first of all, change strategic thinking, so that products can achieve maximum value, rather than maximizing performance.

Products that no one buys is nothing.

Therefore, Red Valley must stick to the lifeline of "customer experience".

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< p > how to successfully apply the concept and means of strategic marketing to brand building is a challenge for every growing enterprise.

Because of this, Red Valley has been advocating customer oriented marketing strategies and ideas based on the market and guiding the market, so as to create management brand.

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At the same time, Deng Shenwei reintroduced "entrepreneurial culture" and extended the entrepreneurial genes of Lao Hong Gu, in order to stimulate the team's overall vitality and pioneering spirit. P

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< p > < strong > abandon the single channel development mode and create < a href= "http://www.91se91.com/news/index_c.asp" > O2O < /a > closed loop < /strong > /p >

< p > aiming at the future business mode of Honggu, Zhang Yang, President of Honggu, presented a magnificent and beautiful blueprint to the participants.

First of all, he put forward a set of questions, directly referring to the core focus of today's business models: how to make limited shop area display unlimited goods? How to make limited business hours become 24 hours business? How to make the fixed shop location cover the entire city? < /p >

< p > for the trend of e-commerce, especially the trend of mobile e-business, the importance of Red Valley's top management can be seen from Zhang Yang's question.

As Zhang Yang said, the future business mode must be the integration of online and offline. O2O is not to seize the market share of traditional physical stores, but to increase the sales channels of real businesses, thus creating a better customer experience.

In order to seize the future business trend, Red Valley has made full preparations at present.

In the coming year, the Red Valley will gradually go online on the Red Valley online mall and the mobile terminal WeChat mall, and connect with the previous Tmall mall to achieve the same price on the same line and line, with the greatest determination and courage to try the O2O mode.

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< p > < strong > effectively helping the franchisee to communicate directly to the terminal < /strong > < /p >.

< p > < < a href= > http://www.91se91.com/news/index_c.asp > > brand building > /a >, Zhou Panfeng, vice president of Red Valley, respectively expounded the future brand building of Red Valley from the three stages of "bright spot plan", "banner plan" and "literacy plan".

In 2014, Red Valley will increase its brand building and dissemination efforts, focusing on the comprehensive improvement of the terminal image and earnestly helping the terminal franchisees.

To raise the popularity and performance of advertising costs, we should upgrade the brand image in a targeted manner, and make the terminal store "bright"! < /p >

< p > in addition, Red Valley will take a series of brand image activities based on the culture of Lijiang, so that the advertising effect will reach the terminal directly.

Carding key areas, key franchisees and key shops, carrying out the one to one support, and spreading the project team's on-the-spot investigation and communication, ensuring that the brand promotion and popularization are landing to specific cities and specific areas, setting up benchmarks for such "flag raising" actions, and comprehensively promoting the re production after the effect is achieved.

At the same time, we should eliminate illiteracy in the brand image.

With a series of online and offline activities, we will enhance brand awareness and increase exposure so that Red Valley can pform from a strong regional brand to a well-known brand known to everyone.

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< p > > strong > open platform to build community type organization < /strong > /p >

< p > aiming at the daily operation and management of the company, Zhang Qing, general manager of the company, first summarized the achievements in 2013.

In the past year, the Red Valley has made full use of the characteristics of seasonal packages, no size restrictions, single shop investment, and low retail management threshold. It has continued to sink, the capacity to choose shops has been greatly improved, the image of shops has been continuously optimized, the business area has been further expanded, and VIP services have also been upgraded greatly.

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< p > in addition, Red Valley has injected new blood into products through cross-border cooperation with international design institutes and consulting companies.

Among them, the new type of raw materials jointly developed by Hong Kong Polytech University and the shops designed for the cross border cooperation with the fire engines have achieved some results.

What is more worth mentioning is that in 2013, Red Valley was one year of explosive innovation in technology, and it received 27 independent research and development patents. Its four shaping processes, such as shaping, shocked the industry.

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< p > it is worth mentioning that Red Valley has always attached importance to the construction of community oriented organizations.

Community based entrepreneurial organization effectively integrates the three networks of human network, store network and money net.

In the past growth course of Red Valley, this mode has been a great success.

Small to a single store, many stores, large to county level, prefecture level city and even provincial level, Red Valley employees hold together and start business, joint investment, with small and big, old with new, created a good record.

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< p > at present, 11 community-based entrepreneurial organizations have been set up in the whole country, and more than 80 shops have been expanded. The average single store efficiency is 40% higher than the average single store effect of all the stores in the Red Valley. The annual contribution of sales volume is over 100 million yuan, which has achieved more than 500 "boss type employees"! < /p >

< p > 2014 is the second year of the third "Five Year Plan" of Red Valley. Under the theme of "plastic culture, strong brand, community building and excellent system", Red Valley will continue to build enterprise brand from commodity, channel, image, retail and so on.

We should deepen the classification of commodities, fully strengthen the function of commodity planning, expand the scope of cooperation with external organizations, create a community oriented organization with a more open mind, and ultimately optimize the overall organizational structure of Red Valley, so as to better meet the challenges that will be met.

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