Chinese Brands Want To Take The Luxury Line

But since ancient times, China has no shortage of "luxury goods". In the Western Middle Ages, silk and porcelain from China were equivalent to gold. European nobles even took possession of silk clothing as a show off capital.

Time flows. The influx of Western luxury goods into China in the 21st century not only brings visual temptation and self-criticism of Chinese people, but also poses a strong challenge to the national brands in infancy.

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We are not short of culture, technology or raw materials, but we are short of brand building. How can China develop its own luxury industry in the face of the gradual advance of foreign brands? Who will take on the important task of the revival of modern luxury in China?

China's emerging brands are raising the flag.

Experiment of a quasi luxury brand

Chinese local brands are fully equipped with the elements of luxury goods.

Hangzhou, at the turn of spring and summer, is filled with the warmth and temptation of a small family.

In the famous lakeside street, where there are many famous brands, Giorgio Armani, Dolce&Gabbana, Hermes, LV, Corneliani, Silvano Lattanzi and other top international consumer brands are crowded. As one of the richest medium-sized cities in China, Hangzhou has become another "luxury bridgehead" after Beijing and Shanghai.

However, this city with many new and rich people may not be the world of Armani. A month ago, on Yan'an Road, not far from Mingpin Street, the local brand "Red Dragonfly" quietly launched a new marketing model of GT (integrated) concept store, quietly starting its "challenge journey".

Introduce western luxury business model

The so-called GT (integrated) concept store, in a space of 300-1000 square meters, gathers many kinds of products under the Red Dragonfly brand, such as leather shoes, leather goods, clothing and accessories, to provide a one-stop shopping experience. It is said that this is the first among domestic shoe brands.

"Red Dragonfly" started with shoes. Since its founding, it has paid attention to the accumulation and expression of culture. It has built the first shoe culture museum in China and once became a leader in the industry. The boss Qian Jinbo is even more ambitious, dedicated to brand management, and has always dreamed of building "Red Dragonfly" into a Chinese LV or Hermes.

His concept of GT (integration) is derived from western luxury brands. At the beginning, the emergence of a similar "concept store" has excited the fashion elites in Paris. Therefore, the birth of the first batch of integrated concept stores marks a revolutionary turn in people's shopping style.

In the Champs Elysees in Paris, there are many luxury brands in Europe. Qian Jinbo had an unforgettable shopping experience. He said, "When shopping in their stores, there are clothes, shoes, accessories, and even porcelain, which is a one-stop shop, very in line with consumers' requirements for fashion matching."

Today, the concept stores of these top European brands are still driving the development of the international fashion industry. Their forward-looking thinking and global shopping concepts are favored by more and more rational consumers with unique judgment.

Qian Jinbo was deeply inspired by this: "Why can't we extend this model and combine our local brands to create the temperament of luxury brands?"

He said that compared with the 100 year history of top luxury brands such as LV and Hermes, "Red Dragonfly" is undoubtedly a "rising star". However, after 13 years of development, with its unique oriental cultural heritage and keen fashion sense, it has the gene of local brands to manage luxury brands.

Luxury is not expensive

In the economic sense, luxury goods are often associated with successful brands, excellent quality, excellent design concepts, historical precipitation and cultural inheritance. Qian Jinbo said that any hundred year old brand has the founder's passion for thought and life. A hundred years ago, his life and philosophy became the soul of the brand. For example, the reason why Chanel is a luxury and a love affair is that it has a beautiful love story behind it.

Qian Jinbo and his "Red Dragonfly" also have a beautiful story. In the background of the Red Dragonfly Shop, a child is flying a kite. He said that because his family was poor when he was young, he didn't have much cultural life. He only played with the red dragonfly on the green grass of Nanxi River. This beautiful memory has become a brand today, which carries my complex. This painting is called "Flying Dream, Flying Beauty".

It is because of such a cultural gene that Qian Jinbo is confident to introduce the western luxury business model. "From the study of shoe culture, we have gained a grasp of cultural continuity and trend reincarnation."

Today, there are more than 180 shoe enterprises supporting the production of Red Dragonfly, and the supporting institutions of leather goods and clothing have expanded to 50. In terms of research and development, Red Dragonfly's research and development center is located in Milan, Italy, to learn how Italians "make shoes as works of art". Last year, Red Dragonfly cooperated with Belgium Aisikang to transplant sports technology into leather shoes and successfully developed a high-end sports leather shoe, which not only has fashionable style, but also can achieve "shock absorption, cushioning and energy conservation".

Qian Jinbo said, "Although the current price of Red Dragonfly is 300-700 yuan, it will not affect its understanding of luxury brands, as well as its genes and temperament of luxury brands."

His philosophy is: "Luxury and luxury do not mean expensive, and fashion does not mean expensive". Consumers are becoming more mature and have a more thorough understanding of fashion and luxury. Fashion means fast pace, and classic means that it will not change for 3 or 5 years. The more classic products should be more expensive, and the more fashionable products should be cheaper, because the pace is fast.

In addition, he was keenly aware that with the rapid development of China's economy, a new round of consumption upgrading is gradually approaching, and more and more Chinese people's consumption has begun to tend to improve their personal taste and quality of life. At present, it is difficult to meet the individual needs of the new middle class whether it is a luxury image store (expensive), or a shopping mall counter or a single store (single choice).

For young white-collar workers who are increasingly rich and advocate rational consumption, they should not only pursue fashion and the feeling of luxury brands, but also be affordable. White collar workers who often spend a month or even several months' salary to buy a LV bag are not mainstream after all.

Therefore, after years of thinking, Qian Jinbo decided to extend "Red Dragonfly" from shoes to clothing, leather goods and accessories, forming the concept of "integration" of the luxury business model. The "Red Dragonfly" brand has become an "affordable luxury and fashion".