文化数智

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红蜻蜓借鞋文化博物馆破局 探索“文化数智”新路径
Zheng Quan Shi Bao Wang· 2025-05-27 06:40
Core Insights - Hongqiao Dragonfly (603116) collaborates with Wenzhou Shoe Culture Museum to explore a "cultural digital breakthrough" path through a series of activities [1][3] - The company is developing an industry AI model that incorporates 30 years of data, including supply chain, consumer behavior, and cultural IP, to enhance museum systems [3] Group 1: Cultural Initiatives - The Wenzhou Shoe Culture Museum features over 1,500 historical shoe artifacts, showcasing the evolution of footwear from ancient times to the establishment of New China [1] - During the event, over 40 guests participated in a tour of the museum, attended a non-heritage master class, and experienced traditional engraving techniques [1] Group 2: Technological Integration - Hongqiao Dragonfly introduced an AI curator that interacted with the company's chairman in real-time, explaining the design philosophy and brand culture of the "Empty" series [3] - The company has created a "curation + retail" modular solution that allows the museum's IP to be quickly integrated into shopping malls across the country [3] Group 3: Market Strategy - In a pop-up store at Shanghai Senlan Garden City, museum collections were transformed into national trend IP and stylish patterns, enhancing visual and experiential scenarios [3] - The company aims to elevate competition from "cost comparison" to "value resonance" by embedding cultural elements, trend directions, user preferences, and supply chain insights into its products [3] - Hongqiao Dragonfly plans to continuously analyze public aesthetic trends, consumer behavior patterns, and modern lifestyles to respond to contemporary trends with its brand proposition of "freedom and love" [3]
从IP策展到AI交互 红蜻蜓以文化数智破局实体商业困局
Zheng Quan Ri Bao· 2025-05-22 09:39
Group 1 - The core idea of the article revolves around the transformation and upgrade of the national brand Red Dragonfly, utilizing a shoe culture museum as a testing ground for a "cultural digital intelligence breakthrough" amidst high inventory pressure in the footwear industry and anxiety in physical retail traffic [2] - Red Dragonfly is constructing an industry AI model based on 30 years of data accumulation, aiming to enhance the museum system and create immersive exhibitions, digital human guides, and modular IP exhibitions, allowing cultural relics to be "actively inherited" through the integration of virtual and real elements [2][3] - The company has pioneered a "curation + retail" modular solution, transforming museum collections into national trend IPs and trendy patterns in a pop-up store, thus implementing the business practice of "from shoe culture to cultural shoes" [2] Group 2 - The AI digital human can access a 30-year product database to answer technical parameters and recommend matching solutions based on user social media profiles, showcasing Red Dragonfly's recent embrace of digitalization by integrating supply chain, consumer behavior, and cultural IP into an intelligent decision-making system [3] - The transformation focuses on reconstructing the value coordinate system of the manufacturing industry, embedding cultural elements throughout the product lifecycle, and making culture the operating system for redefining the "people-goods-field" relationship in the era of "emotional value" consumption [3] - The lightweight dad shoes, which carry cultural elements, trend directions, user preferences, and supply chain insights, have become the fourth collection item in the museum, representing a triple empowerment of "culture + technology + emotion" that elevates industry competition from "cost comparison" to "value resonance" [3]