Red Dragonfly: Alternative Shoes, Yong Create Shoes Culture

In 2008, Wenzhou shoe merchants ushered in its twentieth year of development.

From the beginning of the family workshop to the famous shoe market today, Wenzhou shoe traders are coming all the way.

No one doubts the economic mentality of Wenzhou people. Similarly, few people recognize the cultural atmosphere of Wenzhou people.

This is a peculiar term in Wenzhou, except for people who have been engaged in shoes making or shoes factories for many years.

In the development of over 20 years, Wenzhou shoe traders have gradually accepted modern management ideas such as brand, efficiency, modern management and virtual operation, while the emergence of red dragonflies has made up for the cultural gap.

In 1995, the red dragonfly was formally established by OEM.

At that time, there were more than 1000 shoe industry enterprises in Wenzhou, many of whom were outstanding, such as Kangnai, Jill, AOKANG and so on, while the number of shoe manufacturers in the country was even more. Such as sun Da, Fu Fu bird and so on, they were already well known. It can be said that the competition of footwear industry in Wenzhou and even the whole country was fierce at that time.

"When choosing to enter the market at this time, it is very difficult for red dragonfly to take off."

In 1995, most people were not optimistic about Qian Jinbo and his red dragonfly.

"There are no factories, no products, three no stable markets, and competitive environment is very intense."

Speaking of the scene at that time, the Red Dragonfly's old workers are still fresh in their memory.

However, there are 3000 shoe factories in Wenzhou, and the red dragonfly can complete the production through the configuration of social forces.

Red dragonfly is not the first enterprise to start OEM in China, but it is definitely the first enterprise to use OEM flexibly.

From 1995 to 1999, Qian Jin Bo did not spend time and energy on production until 1999. The total production base of red dragonfly was only two mu.

By 2000, the Red Dragonfly began to build its own factory.

When many of the newly established enterprises are making articles in the aspects of product management, paction and production, red dragonfly has promoted its own cultural brand for 5 years.

To promote sales by culture, in 1990s, the footwear industry in Wenzhou was already strong as a forest. But this "strong" was almost always on the "manufacturing" stage, and all of them were busy expanding factories and increasing production.

However, another "Jungle" is even more important: the footwear industry in Wenzhou is very developed, but it lacks culture in general.

Wenzhou shoe industry lacks cultural crisis, products lack culture, brand lacks culture, and entrepreneurs lack culture.

The fact proves that it is precisely the age of "mass production and busy production" that gives red dragonflies more brand promotion time.

They have invested 200 thousand yuan to jointly run a "Red Dragonfly Tour" with Wenzhou TV station, and set up a precedent for media companies to jointly run cultural columns in Wenzhou.

Later, there were "Red Dragonfly scholarship", "Red Dragonfly food culture", "Red Dragonfly culture home", "Red Dragonfly children's show", "Red Dragonfly star football match" and "Red Dragonfly cup landscape painting competition" and other TV columns.

At the same time, the annual "Red Dragonfly Red May" large-scale cultural activities have become a major attraction of Red Dragonfly's corporate culture, and also a brand name of the Red Dragonfly brand.

At that time, some people questioned: "where is the cultural quality and culture embodied?"

"Do you sell shoes or sell culture?"

"What kind of culture do shoes have with shoes and culture?"

Qian Jinbo said frankly that his understanding of shoes culture was very superficial at that time, only in the product packaging design, he integrated visual art; from the product styling design, he grasped the popular trend; popularized the corporate image and marketing services, and launched a series of cultural activities.

However, this series of activities had an unexpected effect at that time.

The cultural atmosphere of red dragonflies is quickly accepted by the society.

At the end of 1995, the red dragonfly, which was only 9 months old, set an output value of 30 million yuan, paying 1 million 310 thousand yuan in taxes and making a profit of 1 million 680 thousand yuan.

To create a mainstream culture, technology can be duplicated, but culture can not be copied.

World-class brand names are not only rich in technical content, but also in pursuit of a strong cultural background. Culture has always been the soul and driving force of enterprise development.

"Until today, when we feel the spirit of Coca-Cola that is striving to advance, taste the McDonald's fast food, experience the artistic taste of Italy's leather shoes, and appreciate Pierre Cardin's elegant demeanor, we know the wonderful culture."

A famous shoe manufacturer in China, with a pair of fine leather shoes, arrived in Italy, and saw the famous shoemaking entrepreneur Ma nylon. After looking carefully at the shoes, he said, "I can score 99 points for these shoes."

Where is the difference?

Material and material ratio is almost the same, but it's only a single difference that makes the price difference between our leather shoes and Italy leather shoes ten times.

This difference is actually a cultural gap.

To shorten this gap, we must start with culture.

In 1999, Qian Jin Bo discovered that Chinese shoes culture with a history of 5000 years had not been noticed for a long time. So, the company began to concentrate on collecting shoes from ancient times to the Republic of China, and made shoes and culture, shoes and operas, shoes and allegorical phrases, shoes and jokes.

In order to carry forward the Chinese shoe culture, in October 1999, the first specialized shoe culture center in China, the Red Dragonfly shoe culture research center, was established. The famous folklore scholar and Chinese folklore consultant, ye Da bin, served as deputy executive director, and jointly studied the Chinese shoes culture.

Since then, the red dragonfly has found the concrete and accurate carrier of "shoe culture".