案例名称:
越改变,越幸运!——红蜻蜓战略高度布局新零售
译名:
More change, more lucky! Red Dragonfly strategic layout of new retail
作者单位:
中国人民大学商学院,首都经济贸易大学,北京物资学院
中文关键词:
红蜻蜓鞋业、新零售、数字化、智慧门店、鞋楦数据库、新制造;2020百优重点案例3-2
英文关键词:
Red Dragonfly Shoe Industry, New retail, Digitization, Smart store, Shoe last database, New manufacturing
中文摘要:
浙江红蜻蜓鞋业股份有限公司成立于1995年,并于2015年在上交所主板上市,多年来的快速发展和数次“归零跨越”,成就了中国鞋服行业知名品牌,也是温州鞋服领军企业。但是近年来传统行业产业转移、销售增长乏力困局凸显,红蜻蜓连续多年高速增长的电商务业务也在2018年全网销售额首次出现负增长。未来路在何方?董事长钱金波2018年8月成立新零售中心以来,从战略高度布局新零售,从设计研发到生产、物流,从消费者画像的刻画到柔性供应链的打造,从电子商务到实体店铺智能升级,致力于打通全价值数据链。2019年1月,红蜻蜓成为阿里巴巴A100战略合作伙伴,驶入新零售驱动价值链数字化的快车道。传统鞋服行业老兵一路走来的改变,是行业和数字化碰撞的代表。
英文摘要:
Zhejiang Red Dragonfly Shoes Co., Ltd. was founded in 1995, and listed on the main board of the Shanghai Stock Exchange in 2015. Over the years, the rapid development and several \\\"zero-crossing\\\", has become a well-known brand in China\\\'s shoe and clothing industry, is also a leading footwear and clothing enterprises in Wenzhou. But in recent years, with the transfer of traditional industry and sales growth weakness, Red dragonfly consecutive years of high-speed growth of e-commerce business in 2018 for the first time in the net sales negative growth. Where does the future lie? Since the establishment of the new retail center by Chairman Qian Jinbo in August 2018, he has made great efforts to establish the full value data chain from the perspective of strategic layout, from design and development to production and logistics, from the creation of flexible supply chain to the depiction of consumer portraits, from e-commerce to intelligent upgrading of physical stores. In January 2019, Red dragonfly became a strategic partner of Alibaba’s A100, entering the fast lane of new retail drive value chain digitization. The change of veterans in traditional footwear and clothing industry is the representative of the collision between industry and digitalization.
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