Shoe Enterprises Overseas High Profile To Start National Brand
Ten years ago, a Chinese carried leather shoes from his company and traveled far away to Milan to visit the famous international shoe maker Ma nylon, hoping to get a definite evaluation. "I can give it 99 points, but I can't give full marks, because it lacks cultural added value." One point, it refused to be outside the door of the international brand. In order to achieve these one hundred points, he spent ten years grinding his sword and finally realized his dream in the sunny spring of 2009.
In March 2009, the biennial MICAM exhibition opened in Milan, Italy. As one of the top three shoe exhibitions in the international footwear industry, its every move has touched the eyes of the global media and footwear industry. Among them, the number of "Red Dragonfly" shoes exhibited at the 3 exhibition hall attracted the attention of many buyers. The strong national style and the latest fashion elements embellished the European fashion world. The first time she appeared on the stage, she won the applause. 46 foreign companies were competing with the red dragonfly, and nearly forty thousand pairs were sold on the spot, with a value of 1 million 500 thousand euros.
"Red dragonfly has realized the dream of Chinese shoes for years, and has produced the national brand of China." In March 8th, Xie Rongfang, Secretary General of Wenzhou Leather Industry Association, called to congratulate him after hearing the news.
藍海戰(zhàn)略 文化領舞
“我賣的不是鞋，是文化。”1995年，紅蜻蜓在一個租來的廠房里誕生了，當時的溫州，制鞋企業(yè)已有4300余家，市場競爭異常激烈，紅蜻蜓創(chuàng)始人錢金波殫精竭慮，獨辟蹊徑，在市場狹小和產能落后的情況下，以鞋文化為支撐點實施“品牌開路、文化興業(yè)”的藍海戰(zhàn)略，在鞋與文化之間尋找交集點，依托文化載體，研究和弘揚中華鞋履文化，成立全國第一家鞋文化研究中心，創(chuàng)建全國第一家中華鞋履文化展館，編輯出版全國第一部鞋履文化辭典，挖掘中華五千年鞋履文化，并運用到產品設計中，將紅蜻蜓塑造成具有獨特文化氣息的品牌，同時，每年在全國各大城市推出百場“中華鞋文化”路演活動，對中華鞋履文化進行全新演繹，通過與全國銷售終端的互動，大力提升品牌形象。紅蜻蜓以獨有的鞋文化馳騁商海，終于脫穎而出。
"Seeking distance from distance" has always been the core idea of red dragonflies. The end of a distance means the beginning of another distance. In order to expand the brand influence, red dragonfly built a market network since 1998. It is called "green grass" program, and the store is like a piece of green grass, thriving in the sunshine and rain, spreading all over the river. In just ten years, the Red Dragonfly built a three-dimensional marketing network from east to west, Shanghai to Xinjiang, north to Heilongjiang, and south to Hainan. Red Dragonfly's shoe culture and business culture add wings to the take-off of enterprises, creating a continuous leap forward development of red dragonflies.
國際路線 時尚領先
In recent years, Chinese shoes, especially Wenzhou shoes, have been boycotted outside the sea. In 2004, a fierce "Spanish burning shoes incident" broke out. Low quality Chinese shoes encountered unprecedented resistance in the European market. A Spanish fire let Qian Jinbo realize that in today's globalisation, if we want to move towards the international market, we must tear down the label of "low price and low end" and break the inherent bias of European and American countries to Chinese products. To this end, the Red Dragonfly invited the famous designer of Spain to dominate the design, trying to integrate products with the world's frontiers.
In January 2006, the Red Dragonfly Group set up the international business department. It plans to occupy the international market in three years. In June 2007, Ace dragonfly and Belgian sports shoes R & D company, the company of science and technology, cooperated in developing scientific and technological international sports shoes. This strategic thinking of integrating Chinese and Western culture with "European design and made in China" completely subverted the past image of Chinese shoes in the European market. Red dragonfly is gradually accepted by the international market as a national brand image. It occupies a place in the high-end shopping centers such as mainstream shopping malls and commercial streets.
"China must develop from a big shoemaking country to a strong shoe making power. Now is the shuffling stage of the pformation and upgrading of China's footwear industry, and the red dragonfly has brought a good head. Xie Rongfang, Secretary General of Wenzhou Leather Industry Association, said.
堅守陣地 歸零跨越
"In the main industry to do the top three industries, otherwise do not talk about diversification."
The sentence of general CEO Welch brought great inspiration to Qian Jinbo. In recent years, the real estate craze has been spreading wildly in the industry. A lot of shoe companies resist the temptation to turn to the development of the real estate market. However, the red dragonfly has chosen to stick to this property investment craze.
In 2005, when the Red Dragonfly Group was founded 10th anniversary, Qian Jin Bo set a new strategic idea of "zero to leapfrog". The original strategic project "31135041" was changed to "31115041" project, which means "strive for three years to build a large management center in Shanghai, to promote the healthy development of a major industry shoe industry, and build three major production R & D bases in Wenzhou, Guangzhou and Chongqing, so that the output value of the group reaches five billion, and the four modernizations of the company's shareholding, manager professionalization, management institutionalization and enterprise culture integration will be completed, thus becoming a Chinese first-class enterprise."
The difference from 3 to 1 indicates that the red dragonfly has made great changes in the way of management. It has returned to the main industry of shoemaking, which has originally set foot in the three major industries of finance, education and shoemaking. "Returning to zero has multiple meanings. One of the most important points is to cast aside many temptations and return from diversification to focus on the main industry". Qian Jinbo repeatedly said in public.
"When China's national brand is pushed to the world, it must never fail. This is not only related to the gains and losses of a brand, but also to the success or failure of the Chinese footwear industry and the Chinese national brand, "an expert who focuses on studying Wenzhou shoe enterprises said.
The high-profile appearance of red dragonfly is a wonderful scene of domestic enterprises going out after the world financial crisis. It is also a landmark event for domestic enterprises to enter the world. From Haier, TCL, Lenovo to red dragonfly, it is proved that "made in China" is no longer a pronoun of "low price and low end". It has improved China's position in the world's industrial division through more enterprises' "going global" strategy. When many enterprises in Europe and America are slimming for the winter, Chinese enterprises should attack and seize the international market in time to gain more voice in the world economic structure.
Editor in chief: Xu Qiyun
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