Can The Chairman Of The Red Dragonfly Sell The Shoes Live On Taobao?

After selling shoes in a friend's circle, Qian Jinbo, chairman of the Red Dragonfly (603116, SH), went to live on Taobao to sell shoes.

In March 8th, the Red Dragonfly official flagship store opened a live broadcast. The main character of the live broadcast was Qian Jinbo, chairman of the red dragonfly. The live broadcast attracted 435 thousand and 300 people to watch and praise 3 million +, and 3 Taobao flagship stores grew 114% year on year.

The new crown pneumonia epidemic has been forced to stop a lot of offline consumption, and the impact of shoes and clothing enterprises is serious. During the epidemic period, almost all the 4000 stores of Red Dragonfly were closed, and the terminal sales volume was almost 0. To this end, the Red Dragonfly began to build online shopping mall, the 5000 nationwide shopping guide to online sales, all staff at home.

Xiong Jianhua, director of the red dragonfly, said in an interview with reporters in March 9th that at the headquarters, the live broadcast room and the chairman of the board live with goods. The red dragonfly is the first in the shoe business. Future Ltd will regard the online live marketing as a strength point.

(Red Dragonfly official website screenshot)

Chairman of the board live with goods

A chairman of a listed company sells live shoes on Taobao live. The epidemic makes it impossible to make all the impossible possible because it needs to survive.

At 10 a.m. on March 8th, at the China Shoes Culture Museum at the headquarters of the red dragonfly, a director and director of the red dragonfly, Qian Jinbo, were the main planner and director of live broadcast.

Qian Jinbo took the live broadcast of "International Women's Day" as a live broadcast. On the day of the live broadcast, each pair of Red Dragonfly business fashion shoes is sold, which is a pair of leather shoes suitable for work wear and fashionable style.

It is a good thing for enterprises to offer their love to the female medical staff of the war epidemic. However, the director's direct broadcast is indeed a means of marketing.

How difficult is the enterprise under the epidemic? Qian Fan, vice chairman of red dragonfly, once said that during the epidemic period, more than 4000 stores of Red Dragonfly could not be opened for business. More than 5000 shopping guides can only stay at home, unable to work. However, the cost of factory expenses, store rents and so on still need to be paid, and the monthly expenditure of more than 100 million yuan can not be stopped.

Therefore, as early as a month ago, Qian Jin Bo issued a letter to employees, announced the whole staff marketing, moved the store to the Internet, quickly built online shopping mall, launched online full channel marketing, launched WeChat small program, launched 5000 online shopping guides, launched WeChat members, and helped themselves through social retail business.

Not only that, money Jin Bo himself took the lead in selling shoes in WeChat's circle of friends, so the marketing of the whole staff started like this. On the sixth day, online sales broke through one million yuan, followed by 1 million 500 thousand yuan, 2 million yuan... Up to now, the daily sales volume is steady at more than 2 million yuan.

Xiong Jianhua, director of the Red Dragonfly Dong Ming, said in an interview with reporters that under the influence of the epidemic, the chairman of the board was carrying live goods. This is also a way of company marketing, and also a gesture. Now the situation is that the company is marketing from top to bottom.

Speed up the line and get through.

The epidemic has forced the enterprises to reform, and also made some prepared enterprises get the opportunity.

According to media reports, Qian Jin Bo said that as early as the end of 2017, the company began to establish new retail business. In June 2018, they began to cooperate with Alibaba, but they really integrated into the business operation system of Ali system and started the new retail business in June 2019. When we enter a large platform and find organizational safeguards, we can connect resources and talents, thereby affecting the overall supply chain ecology of enterprises, and promoting the change of the whole system.

Qian Jinbo believes that in the past two years, one of the most important things he has done is to change the way of thinking of the whole team with digitalization. Through the advancement of digital projects, changing the decision-making process, it does not change a person, but a group of people. The most challenging part of an enterprise is how to make great things happen to a group of ordinary people.

Xiong Jianhua told reporters that the epidemic changed the traditional marketing mode of red dragonfly. As a traditional shoe enterprise, although it also did online sales, it was almost fragmented under the line. In the future, the company will accelerate the online and offline access, which can be displayed offline, online sales.

In the development of 50000 shopping guide online sales, red dragonfly production part of 2000 workers also began to return to the production workshop, resumed work to ensure the smooth delivery of orders.

The production of red dragonfly is headquartered in Wenzhou, Zhejiang. Xiong Jianhua said that the time of the company's formal resumption was February 19th, but many workers returning to Wenzhou need to be isolated for some time. At present, the recovery rate of the company's production part is 60%.

When the epidemic will be over and when the stores on the line can return to normal levels, all these are unknown. However, Xiong Jianhua said that the government is reducing the burden on enterprises, including the facade rent of shopping malls. There will also be some reduction. The fixed cost of the company will be reduced, which will help enterprises tide over the difficulties.

"Although it takes some time to recover, the most important thing is that the production and sales of the enterprise are running. It is like water starts flowing, and it is a living water that will surely raise big fish." Xiong Jianhua said.