Chapter 37 Cultural brand building from a global perspective

In the economic field, I am afraid that there is no region in China that attracts people's attention as often as Wenzhou people.Even so, Wenzhou people who already have the temperament of "leading sheep" are not complacent and rest on their credit books, nor are they arrogant. Instead, they look at the world and are always striving to break through themselves and seek greater development space. I only pass one thing here to let people understand what Wenzhou people are concerned about and what people can learn from them. When it comes to Qian Jinbo, the founder of Red Dragonfly Enterprise and brand, many people may know that he is a relatively late entry into the shoe industry in Wenzhou, but he built his Red Dragonfly enterprise into an international brand in a very short period of time.The concepts he used in investment are worthy of our deep thinking.

The success of Red Dragonfly, to a large extent, stems from Qian Jinbo's emphasis on corporate culture.Under his organization, China's shoe market has completed the following major events: In 1999, the country's first shoe culture research center was established; In 2001, the country's first shoe culture exhibition hall was established; In 2001, the country's first "Dictionary of Chinese Footwear Culture" was published; (the dictionary is known as a milestone for the Chinese footwear industry to enter the "Cultural Era"); In 2003, the country's first set of shoe culture stamps were issued;

In 2005, the China Shoe Culture Museum, the first national shoe culture museum in China, was established; In 2005, the first national shoe culture academic seminar was held; In 2007, he edited the country's first shoe culture series "Oriental Shoes". Qian Jinbo’s method of excavating, researching, and disseminating shoe culture has been well received by the industry. Because of these outstanding contributions to shoe culture, he is known as “the first person in Chinese shoe culture” and “cultural businessman”—these honors Not only from the industry, but also from Xinhua News Agency, People's Daily, CCTV and other media reports, which have been fully affirmed by leaders at all levels of the country.Because Xinhua News Agency, People's Daily, CCTV and national leaders are relatively "official" voices in people's traditional concept, Qian Jinbo and his red dragonfly quickly spread throughout the country, and soon became a worldwide shoe. .

The reason why "officials" publicize Qian Jinbo's Red Dragonfly is because his business philosophy based on cultural ideology is in line with international development trends and helps build a national brand.Qian Jinbo's success lies in his successful integration of cultural concepts into the business process, and successfully launched the "Cultural China" commodity brand. As the saying goes: the more national, the more the world.And the thing that best embodies the nation generally refers to culture. As we all know, it is currently the only film in China that has won the highest award of the Cannes International Film Festival, the "Palme d'Or". A film with world-class honors is a new peak in the history of Chinese film, and it is also a rare film work in the history of world film.The success of the film is not only due to the performance of the actors, but also because it deeply expresses the philosophical thinking of traditional Chinese culture through the form of Peking Opera art and the life of Chinese artists. Just as the judges of the International Federation of Film Critics think: Culture, history and human nature", so it has more historical resonance and shock, which moved the audience.

That is to say, it has successfully expressed the things of the nation, and thus has enduring charm in the world.This concept, applied to the economic field, can also produce a shocking effect. The more a commodity can reflect national characteristics, the more it can gain a foothold in the world.Qian Jinbo took a fancy to this point, so he boldly introduced the concept of culture in the Red Dragonfly Group. In the first Chinese shoe culture exhibition hall in China in 2001, Qian Jinbo put on the case more than 300 representative shoes with a history of thousands of years from the pre-Qin period to the Republic of China.These shoes from different periods and different nationalities, due to different styles, different workmanship, and different decorations, when they are put together, they immediately become pieces of art, either small and exquisite, or unique, or full of time. The characteristics and national characteristics are dizzying, just like a beautiful scenery.

Not only to display historical shoes, Qian Jinbo also hired Ye Dabing, a famous folklorist, to reorganize the Chinese shoe culture and integrate the resulting Chinese spirit into the manufacture of Red Dragonfly Shoes.When he brought these red dragonfly shoes with national cultural characteristics to the footwear exhibitions in Hangzhou, Shanghai, Chengdu, Wenzhou and Hong Kong, it immediately caused a strong sensation and brought red dragonfly shoes to great economic benefits. Not only that, Qian Jinbo also manages his business with the concept of "culture".Approaching the Red Dragonfly specialty store, you will find that besides the leather shoes of different styles, what attracts your attention is the atmosphere of the specialty store: rockery and flowing water, antique calligraphy and paintings, flowers, birds, fish and insects, everything is there.Being in it, in a trance, you seem to feel that you are not here for shopping, but to appreciate a cultural feast!How can this visual impact not move consumers or shake the world?

Because of the accurate grasp of culture, Red Dragonfly Shoes has become one of the top 500 private enterprises in the country, one of the top 100 national industries, a key private enterprise in Zhejiang Province, and a "batch of five" enterprises in Zhejiang Province. Consecutively won the Golden Deer Award, the highest award for factory directors and managers in Wenzhou. In September 2009, due to the successful participation of Red Dragonfly in Milan International Shoe Fair, Italy, it quickly became an international high-end market. This Milan International Shoe Fair is a fairly high-end shoe exhibition. Never had the opportunity to enter this shoe show, Red Dragonfly is the first Asian company to enter this high-end shoe show.Since then, Red Dragonfly's international popularity has rapidly increased. In May of that year, Red Dragonfly Shoes successfully opened an image store in the Westfield Shopping Center in Los Angeles, USA-this is also the first Wenzhou brand to rank among the world's top shopping malls.With the advertising effect of royal families and movie stars in the Middle East, Red Dragonfly Shoes will become more and more well-known to the world and become a famous international brand.

It is a dream for many companies to successfully enter the international high-end market.Then its founder Qian Jinbo has even greater ambitions, he wants to make Red Dragonfly into China's LV!Judging from the previous development momentum, this is not impossible. The success of Red Dragonfly fully demonstrates the perfect integration of culture and economy, and also allows people to see the charm of culture.It may be beyond the expectation of many enterprises to achieve such a great achievement only by the introduction of cultural concepts. This is because: Technology can be imitated and surpassed, but culture cannot be imitated.Its enduring artistic charm is the soul of enterprise development and the guarantee for the enterprise to be the leader.Therefore, if an enterprise wants to become bigger and stronger without the support of profound cultural background, if it wants to stand out in the brutally competitive global economic field, its struggle will undoubtedly increase many times.

The reason why playing the "culture" card can play such an extraordinary role, I think, is inseparable from these characteristics of culture: 1. Culture can effectively carry the social functions of enterprises, not just commercial functions.As the American economist W. C．Frederick said: "The social challenge it (modern enterprise) faces is to find a way to unify economics and morality."Playing the "culture" card is unintentionally such a way. 2. The implantation of cultural concepts helps to meet the cultural needs of consumers beyond the material.Take red dragonfly as an example, it is not only a kind of shoes on the feet of foreign women, but also a symbol of Chinese culture.With the gradual rise of China, more and more people begin to pay attention to oriental culture. As an ancient civilization in China, if people can find the charm of Chinese traditional culture from commodities, it will naturally be another harvest. Red Dragonfly successfully It meets the spiritual needs of foreign consumers.

3. The introduction of cultural concepts can also help enterprises cultivate a relatively loyal consumer group.The reason why Coca-Cola in the United States is widely accepted by Chinese people is not only because of its taste, but more importantly, the translated name "Coca-Cola" can bring people a sense of refreshment and pleasure.The Coca-Cola brand owner also believes that the reason for our success is that we create a friendly atmosphere: satisfying and pleasant-in fact, this is also a true portrayal of the American "soldier spirit".On the contrary, if it still retains the original weird translation name "血蝠吃糖", I am afraid that the sales in China today will be very poor.

In today's increasingly competitive world, the differences between similar products are becoming smaller and smaller.In view of the importance of culture to these aspects of the brand, if Wenzhou products want to have a distinctive brand in the international market, the most effective way is to make their own brand have a unique culture, and use cultural differences to separate similar products. different.Red Dragonfly has undoubtedly succeeded in doing this. Red Dragonfly Shoes was founded in 1995. At this time, Wenzhou already had famous brand shoe industries such as Kangnai, Gilda, and Aokang. famous.Obviously, compared with these shoe industries that have become brands, Red Dragonfly has no competitive advantage.However, it has uniquely injected cultural concepts into the brand, and with the attitude of "the latecomers come first", it has successfully become an international first-line brand in just a few years.The success of Red Dragonfly undoubtedly proves the importance of cultural concepts for brand building. Wenzhou people who are good at imitating will definitely promote the "Qian Jinbo Model" to "Wenzhou Model" soon, making it an important part of Wenzhou people's global strategy. one ring.