Qian Fan, The Little Red Dragonfly Little Family: With Big Data, Look At The Young People'S Shoes.

In the early spring afternoon, the suburbs of Shanghai did not have such a hustle and bustle as the center of the city.

In a six storey tall building next to the main road, there is an unknown photography base. The empty and pparent rooms are arranged in different themes.

A group of dozens of busy shooting studios, dressed in light colored cowboy coats and black casual trousers, mixed up for four or five hours, and continued to work. They also had to make a promotional album for dozens of new summer fashion shoes.

Qian fan helped decorate the scene, light the lights, and even started a takeaway with everyone, eating lunch boxes, laughing and talking, just like the sunshine boy next door.

Reporter saw Qian fan last time, two years ago.

As the little owner of the Red Dragonfly Group, the label at that time was DNEST brand CEO, a small brand registered by his own independent portal. At that time, there were only a dozen people in the group, and there were stores in the downtown area of Shanghai, which implied the "nest" of all fashionable "Chao" products.

Today, Qian fan is the vice president of Red Dragonfly Group. He is fully responsible for the new retail and new strategy of the 24 year old brand. What he wants to build is a new era of digitalization of the traditional listed company.

Under the aura of our fathers

Start with the minimum wage.

Qian fan, who was born in Wenzhou, does not remember his hometown very much.

When he was in grade five, he went to Shanghai with his father Qian Jinbo.

Later on, for a long time, I seldom went back to see my grandmother.

Today, Qian fan runs from Shanghai to Wenzhou in two days. In his view, Wenzhou headquarters is the root of the enterprise, and Shanghai's channel is the future of the enterprise.

Qian fan went to study in England when he was in high school. He stayed there for 7 years, and his major was business management.

"Many people think that I learned this just to take over my father's job as soon as possible, but not in fact."

Qian Fan said he had always had the idea of doing business. "My father's age of running an enterprise is quite different from that of today.

As long as our shoes were able to be produced at that time, there were queues of trucks waiting to pick up the goods at the gate. Now, we have opened more than 4000 stores nationwide, but we need one pair of double precision marketing and personalized services.

Qian Fan said, but unlike most entrepreneurs, Jin Bo gave his son freedom.

In fact, for a long time when Qian fan graduated from the school to the red dragonfly, he did not receive preferential treatment because of his special status.

He has no fixed posts, but only posts in different posts to get the minimum wage.

Until more than two years ago, Qian fan's independent portal opened the first DNEST concept store in Shanghai.

The products in the store include shoe accessories, leather goods and household products. Half of them are products of their own brands, and the other half are other international brands. The goal is to make lifestyle integration stores, positioning as a fast fashion lifestyle retail platform.

Qian Fan said that at that time, he insisted on using his own way and carefully trying to run his own fashion business.

By the end of last year, another high-end brand, which was operated independently by Qian fan, has opened 12 stores in Shanghai, Chengdu, Chongqing and Guangzhou to explore new retail mode.

He also formed his own buyer team and collaborate with many designers at home and abroad and embarked on the road of traditional brand pformation.

Signing Angelababy endorsement

Making brands closer to young people

In January 11th of this year, Hangzhou.

Qian fan officially entered the public eye for the first time.

On the same day, the Alibaba ONE business conference was held at the Hangzhou International Expo Center.

The theme of the "digital future" is the digital pformation infrastructure.

For Ali, the significance of that conference is no less than 11.

At the meeting, Alibaba formally released the A100 cooperation plan and presented the new retail global brand.

The Red Dragonfly Group has become the only partner in Wenzhou's private enterprises. Qian fan also takes "succession" and "upgrading" as the theme, and reveals their future development trend to all sectors of society.

"Red dragonflies are young people between the ages of 25 and 35."

Qian Fan said.

After many years of training, Qian fan, with such a clear attitude, publicized the new culture of the old shoe enterprise founded for 24 years.

When interviewed by the Qianjiang Evening News reporter, Qian Fan said that he had been training for a long time to go to the front desk.

In fact, at the end of October last year, when the Red Dragonfly announced the signing of Angelababy (Angela Baby) as the spokesman of the enterprise, it was already an important part of the 80's new generation entrepreneurs in the strategic pformation of enterprises.

If the old enterprises want to rejuvenate, they must attract young people.

Therefore, it is very important to sign the obvious endorsement of traffic volume.

Qian Fan said that at present, Angela Baby is loved by many young people. After participating in some large-scale variety shows, popularity is rising sharply. "We signed her in order to better promote the young market."

Qian Fan said, in fact, behind the signing of Angela Baby, there is an unknown story, "for example, as a front-line entertainment star, she endorsed many international brands, in the face of the brand positioning conflict, I used many personal relations, finally achieved the first step."

Qian Fan said, the layout of new retail, in essence, can not be separated from the unanimous recognition of the company, and they are responsible for each step of the past year as an important decision maker.

"We are careful not to change."

Qian Fan said that last summer, they set up a new retail center, and then through the cooperation with Alibaba, achieved the increment of million members of the mobile members. "These customers who have access to the online and offline can carry out real-time maintenance through the mobile phone system, and create a new prospect for the development of the enterprise."

Big data analysis consumption habits

Products and tight market

Qian fan, who has many years of overseas study experience, is still busy learning new knowledge.

"Fashion is something that changes all the time. If I don't learn, I will be eliminated."

Qian Fan said that with the Alibaba's support, new brands, new products, new manufacturing, new logistics, new retail and new finance will be promoted.

In the interview, Qian fan would take out his mobile phone from time to time to pay attention to the company's new sales system under the new software system.

"You see, so far, the sales volume of this store in Chengdu is the highest, and the best selling products are also reflected on the phone in real time."

Qian Fan said that the analysis of big data laid the foundation for precision production later.

In his view, the current digitalization is also important for traditional enterprises, which is also a key step for enterprises to re start their businesses.

"For example, for enterprises like ours, the real time inventory often determines the development of enterprises in the coming months or even several years. A large number of production modes with hundreds of millions of dollars will be overloaded, which will become a huge burden and will bring resistance to the development for a long time."

Qian Fan said, and the use of digital analysis, can accurately analyze the market situation, reduce inventory, in fact, to the new development of new impetus, to achieve efficient operation of the whole channel.

From independent portal to the important strategic pformation of enterprise development, Qian Fang's "two innovations" were mentioned continuously.

"I feel that for a brand, there is no absolute youth and absolute old form. We used to sell leather shoes, but now the trend of young people wearing leather shoes is decreasing. Therefore, on the basis of maintaining the original, we also introduce sports shoes and casual shoes."

In the view of Qian fan, for a brand, the ultimate goal is to make it forever maintain a youthful condition.