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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]