Chinese local brand fully equipped with a luxury element. Hangzhou at the turn of spring and summer, filled with the warmth and temptation of the Xiaojiabiyu style. In the famous lakefront famous street, slap big place, actually filled with GiorgioArmani, Dolce & Gabbana, Hermes, LV, Corneliani, SilvanoLattanzi and other top international consumer brands. 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 wealthy upstairs, but may not be the world of Armani. A month ago, Yan'an Road, not far away from Famous Street, launched a new marketing model of GT (Integrated) concept store in a low profile by its local brand "Red Dragonfly", quietly embarking on its "Challenge Journey." Introducing the Western Luxury Business Model The so-called GT concept store offers a one-stop shopping experience in a space of 300-1000 square meters with a collection of shoes, leather goods, garments and accessories under the Red Dragonfly brand . It is said that this is the first of the domestic footwear brand. "Red Dragonfly" to start a shoe, since its inception, focusing on the accumulation and expression of culture, has built China's first shoe culture Museum, was once the industry leader. Qian Jinbo boss is more ambitious, dedicated to the brand management, has been the dream of "Red Dragonfly" into China's LV or Hermes. His GT (integrated) concept, it is derived from Western luxury brands. The original appearance of a similar "concept store", had to make Paris's fashion elite excited. Thus, the birth of the first batch of integrated concept stores marks a revolutionary turning point in the way people shop. Champs Elysees in Paris, gathered in Europe many luxury brands, Qian Jinbo had a memorable shopping experience. "It's a one-stop shop for shopping, clothing, shoes, accessories and even porcelain," he said. "That's very much what consumers want with fashion." Today, the concept stores of some of Europe's top brands Still promote the development of international fashion industry, their forward thinking and global shopping concept are being favored by more and more rational consumers with unique judgment. Qian Jinbo inspired by this: "Why can not we make this model an extension, and combined with our local brands, the luxury brand management temperament it?" He said, with LV, Hermes and other top luxury brands century-old phase Than, "Red Dragonfly" no doubt can only be regarded as "a rising star." However, after 13 years of development, it has relied on the unique oriental culture and keen fashion sense to possess the gene that local brands manage the luxury brand temperament. Luxury does not mean expensive In the economic sense, luxury often associated with the success of the brand, excellent quality, excellent design concepts and even historical precipitation, cultural heritage. Qian Jinbo said that any one hundred years of brands, all have the founder's thoughts and passion of life. A hundred years ago, his life and philosophy became the soul of the brand. Such as Chanel, the reason to become a luxury goods, but also because there is a beautiful love story behind. Qian Jinbo and his "Red Dragonfly" also have a beautiful story. Red Dragonfly store inside the background map is a child playing a kite. He said that since he was in a poor family environment and did not have too much cultural life, he had a wonderful memory of being a brand nowadays only playing on the grass of Nanxi River with red dragonflies. Draw called "flying dreams, flying beautiful." It is precisely because of such a cultural gene, so that Jin Jinbo confidence in the introduction of Western luxury business model. "From the study of shoe culture, we have gained a grasp of the continuation of culture and the reincarnation of the trend." Today, about 180 shoe-making enterprises produce matching Red Dragonflies, and the number of supporting organizations for leather goods and clothing is even expanded to 50. In research and development, red dragonfly R & D center located in Milan, Italy, to learn how the Italian "to make shoes as a work of art." Last year, the Red Dragonfly and Belgium Aisikang cooperation, sports technology will be transplanted to leather shoes, the successful development of a high-end sports shoes, not only fashion, but also to "shock absorption, cushioning, to maintain energy." Qian Jinbo said, "Although the current price of red dragonfly is 300-700 yuan, but it does not affect its understanding of the luxury brand, as well as the luxury brand it has the gene and temperament." His philosophy is: "luxury and luxury Does not mean expensive, fashion does not mean expensive, "consumers are now more mature, the more thorough understanding of fashion and luxury. Fashion is fast, classic is 3 years, 5 years are the same. The more classic products should be more expensive, the more stylish should be cheaper, because of fast pace. In addition, he is also keenly aware that along with the rapid economic development in China, a new round of consumer upgrades is getting closer and closer. More and more Chinese consumers are beginning to prefer personal tastes and quality of life. At present, both the luxury image shop (expensive), or shopping malls, a single store (single choice), are difficult to meet the new middle class personality needs. For young white-collar workers who are increasingly affluent and advocate rational consumption, they must pursue the fashion, the pursuit of luxury brands, but also affordable. Easy to spend a month or even a few months to buy white-collar workers pay white-collar workers, after all, not the mainstream. As a result, 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, it has become a "affordable luxury and fashion."