Red Dragonfly Bionics Road To Create Brand Dream

The company's brand name, emphasis on R & D, and emphasis on channels have proved that the development of the "bionics" of red dragonflies is getting wider and wider.

After more than ten years of rapid and steady development, it has been discovered that Jin Bo, who brought his childhood dream about red dragonflies, has tightly integrated the brand of red dragonfly with high-grade leather shoes.

It is quite simple for any entrepreneur to have such a success.

There are more than 3000 shoes in Wenzhou in 1995, and the output value of the shoe industry is 30 billion yuan a year.

At that time, Yu Ashou, the former head of China's private shoe enterprise, the former leader of jelda, and Kang Naizheng, the "shoe king", had organized an advanced assembly line and had a relatively large scale of production.

During this year, Qian Jinbo, who had been in business for many years, withdrew his shares from the shoe factory co operated with his relatives. With the fervent desire to start his own business, he also founded the Yongjia Red Dragonfly Footwear Company Limited with his childhood dream about red dragonflies.

"There is no way out to go the same way as others." Qian Jinbo told reporters that he had already built a big framework for the development of red dragonfly.

That is his first creation, and he is very proud of the "no factory" virtual business mode.

Qian Jinbo realized that his funds were so limited that he did not allow himself to build factories on his own. But as long as he had good product design, he would not worry about substituting for processing in Wenzhou.

Very interesting, Jin Bo's inspiration is also from his favorite red dragonfly: the red dragonfly has a big head, two eyes, four wings and a tail.

According to the principle of bionics, a big head can be understood as a pformation of the growth mode of enterprises; two eyes are R & D and channels; the four wings are the four major projects of enterprises: Talent Engineering, brand engineering, innovation engineering and scale engineering; and a tail is driven by brand as core.

In this mode, R & D and design are at the core.

So, after buying an office building, Jin Bo began to build his own sales team, and began to research and develop products.

In 1995, a famous shoemaker in Wenzhou was seen by Qian Jinbo. Before that, the teacher who paid 50 thousand of his annual salary to Jin Bo expressed his annual salary requirement of 100 thousand. As a result, Qian Jinbo added twenty thousand on the spot and made an annual salary of 120 thousand yuan. At the same time, Wenzhou and red dragonfly were also famous at that time.

Now, Jin Bo's Red Dragonfly's powerful product design and development team develops 18000 new shoes every year, and nearly 6000 new products are introduced to the market every year.

Qian Jinbo, who became the first spokesperson and regarded himself as a marketing genius, did not spend all his time and energy on production.

A shoe factory owner does not grasp production, which sounds illogical. But Qian Jinbo has his own consideration. What he wants is "brand opening and cultural development".

Qian Jinbo, holding an interview with his own cell phone, said, "you see the cell phone, you know what brand it is, because the enterprise has already put the brand logo in the most conspicuous place. Now, the professional view is called the visual image. In 1995, I didn't know this professional term, but I was very interested in the beautiful things from childhood. At that time, I thought about hanging the trademark label of the red dragonfly on my vamp, and putting the Red Dragonfly logo on the sole. I also personally designed the shoebox package, the yellow appearance broke the old conservative blue gray image, and at the same time printed the red ribbon on the shoe box, my idea is that the commodity should enter the era of gift giving. A pair of leather shoes is held on the hand, there is no decoration at all, and consumers can not see any brand.

With his shoebox and product, Jin Bo became the first Wenzhou Wenzhou TV station to sell its brand and products to its owner. In fact, it was also the first spokesperson for red dragonfly.

In the spring, Jin Bo went to the mountains to pick flowers and green grass. He went to the small river to look for cobblestones. He took the "treasure" collected by himself, and put it on the green grass and pebble paved place. Qian Jin Bo designed every shoe. He asked the wedding photographer to take pictures of his "Red Dragonfly". "Every shoe is set at 45 degrees. Only this angle comes out. The effect is the most beautiful. Every shot I want to personally look after, so that the photographer can press the shutter."

Then, money Jin Bo enlarged all these artistic photographs into the size of the wedding dress and sealed it. Every one of the boxes gave such a high input to the unexpected surprise of many dealers. They put this "wedding photo" in their store as a leaflet, which also brought Qian Jinbo unexpected brand publicity effect.

Soon, the Red Dragonfly quickly hit the fame and opened up the situation.

For 5 years, Qian Jinbo did not lend money for less than two months, and spent less than two months in the construction of channels and product research and development. In the meantime, he spent 120 yuan on his own business reserve, and there was a shortage of funds. Loans from banks must be secured by enterprises. Qian Jinbo, who had nothing to do with them, talked about their entrepreneurial ideas to local construction bank president. He talked about how he opened up the market. "This young man is really different. He always has his own way of thinking."

"The 5 years since then, the red dragonfly has never borrowed a cent." today, Qian Jinbo told reporters that the early marketing has made an excellent foreshadowing for the late market expansion. "Every day is the customer who wants to come and get the goods." some even make a deposit of 150 thousand yuan.

At that time, Qian Jinbo seemed to be counting money every day. "It's very exciting. In just three years, the sales scale of red dragonfly has reached 300 million yuan."

Qian Jinbo said: "I have positioned the Red Dragonfly for three years as a green grass stage, that is, by accelerating the expansion at low cost, and distributing outlets like green grass to the whole country, reaching more than 2000, but I was not overjoyed. At this time, the Red Dragonfly began to face the challenge of the next target: insufficient supply became a constraint, and various regions across the country caused serious price disruption, customer confidence was insufficient, and brand image was damaged.

In 1999, Jin Bo set a new goal for himself, the sunshine project. All the distribution outlets must be pformed into exclusive stores and controlled by the red dragonfly.

By 2000, red dragonflies broke through 2000 stores in the country, with an annual sales volume of more than 700 million yuan. So far, there are more than 4000 sales terminals in the country.

The first national GT mode is to recall the more than 3000 shoe-making enterprises in Wenzhou, and today it has developed more than a dozen. The key to the problem is that many enterprises only produce but ignore the channels. Although red dragonfly has realized the importance of channel construction from the beginning, but after more than ten years, like all enterprises, the red dragonfly is facing fierce competition from the rent and the international competition. "If the variety of the store is more abundant, the store will engage in a deep, wide and highly competitive battle, which will reduce the operating cost and at the same time better highlight the overall fashion of the brand." Qian Jinbo confirmed the train of thought, and the company set up the leather products division and the clothing department.

By the end of 2007, red dragonfly launched the first GT (integrated store) in China.

This brand new shop mode, Qian Jin Bo personally participated in the store design, the collection of the Red Dragonfly brand shoes, leather goods, men and women, jewelry, perfume and so on, constitute the concept of "integration" of the luxury business mode. One-stop shopping mode and the quality service of the shop guide members set the precedent for the same industry in China, giving consumers the feeling of being placed in luxury stores, and the price of their people makes the Red Dragonfly a "affordable fashion product" for consumers.

This is a mode of production which originated from European luxury brands. It also made red dragonfly's single store performance improve rapidly, and its profit increased by more than 20% over that of ordinary stores. At present, the Red Dragonfly integrated store has been opened to more than 300 in the whole country, and Qian Jin Bo said that the Red Dragonfly will expand in the integration store in the future.

Let the stock agents plan the listing and integration store to let Qian Jinbo enjoy the sweetness of approaching the target. "In the next 3 years, the development will reach 500, so the Group sales will reach 5 billion yuan". According to Qian Jinbo's plan, the expansion plan also means that there is great demand for funds.

"Red dragonfly has already carried out the structural reform". Qian Jinbo told reporters that red dragonfly was the 5 shareholder when it first started business. Now it has developed to 14, many of which are outstanding agents from all over the country.

Qian Jinbo's shareholding also dropped from 76% to 49%. In the face of many people's discouragement, "why do you have to take more than 50% of the absolute controlling power," Qian Jinbo said with a smile, "my advantage is to integrate the national market. What is the real meaning of the stock market? What is the real meaning of the stock market? If we take this global financial crisis, the red dragonfly has not been affected. It is 14 people's solidarity and resistance, and its ability to resist risks is definitely stronger than that of me."

"In 2007, red dragonfly sales reached 2 billion 500 million yuan, and the profit margin reached 10%." Qian Jinbo said that red dragonfly is accelerating the process of listing A shares. At present, it is in the guidance period of listing, and the first IPO underwriter is CITIC Securities (20.90, -0.86, -3.95%, bar). It is expected to issue 100 million shares and raise funds 500 million to 1 billion yuan.

This is also the first shoe manufacturer in Zhejiang.

"Listing is just a way. The ultimate goal of red dragonfly is to be an international luxury brand in China." Qian Jinbo said, "I am still very young, and many luxury brands are built by a hundred years of business. I want to fight for 30 years for the new goal of red dragonfly."

Yang Jing: editor in charge