Exclusive Interview With RODO CEO -- Gianni Dori

Compared with other luxury brands that came to China in the early days, Italy Shoe bag brand RODO entered the Chinese market when it was cold. However, RODO CEO Gianni Dori did not think they were late, but they refused to expand in China.

Reporter: as we all know, is China's economic growth slowing down? Is it good or bad to enter the Chinese market at this time?

Gianni Dori: we have great confidence in the Chinese market. There is no good or bad in time. The economic crisis is widespread. China's economic environment is not more than a year ago, but it does not affect our entry into China. Initially, we are working with multi brand integration stores. Now we are promoting RODO as an independent brand in the Chinese market in the form of cooperation with agents.

Reporter: what are the expectations for China's luxury market in the future under the economic downturn?

Gianni Dori: Beijing is the capital and a huge luxury consumer market. It is hoped that more consumers will understand RODO in one or two years. At present, this shop does not include all products. In the future, it will bring new choices to Chinese customers according to market characteristics. This is also the only place for Chinese customers to buy RODO products locally.

Reporter: what is the impact of the European debt crisis on the brand?

　　 Gianni Dori The European debt crisis has no effect on us. Sales increased by 25% last year.

　　 Slow overtaking is the right time.

Reporter: what is the strategy of RODO in China?

Gianni Dori: RODO It is a family business, and all design, production and marketing are run by family businesses. Unlike the luxury group that has long been in China, with strong financial background and strong planning, what we seek is not rapid expansion but historical inheritance.

Reporter: is there a more clear plan for opening a store?

Gianni Dori: this store in Beijing is the first store in China. We have no definite plan and will not expand rapidly. This is also decided by brand DNA. Our customers in Europe are the most high-end, so the output is not high, and some styles will not exceed 1000. We firmly believe that every product has a soul. RODO gives the product the soul of handicraft and family history. China's luxury market is developing rapidly, but not everyone understands what luxury is, what the meaning of luxury is, and RODO is just trying to tell you all about this.

Reporter: will you get involved in online business in China?

Gianni Dori: of course. We are also a flexible brand that will enable consumers to understand us in a variety of ways.

　　 Proof of taste rather than ability

Reporter: what kind of consumer groups do brands face in China?

Gianni Dori: China's target audience is similar to that of European and American customers. The age group is 30-50 years old, and many elderly people like to dress themselves up young. We see in Milan and Singapore that the characteristics of women in the target group are self-confidence and independence. Women who visit RODO want brands to prove their taste, not economic ability.

Reporter: what localization attempts will be made in view of the characteristics of Chinese consumers?

Gianni Dori: our goal is not to mass market, but to provide high-end services to high-end consumers. We will make appropriate adjustments according to the characteristics of Chinese consumers, such as special limited edition or Chinese version, including the design suitable for Chinese feet.

Reporter: the brand always has a lot of connections with royal celebrities. How did this happen?

Gianni Dori: the reason they choose RODO is because we are willing to make progress. The members of the royal family of Japan send people to pack their bags. Every time they come, they will raise a lot of opinions. But we are willing to make some changes for them.

Gianni Dori as the current RODO Firenze group CEO, his career and family business RODO Firenze has an inseparable link. He entered RODO when he was 19 years old. In order to get a thorough knowledge of the basic operation of each department, he took turns in almost every department of the company. In 2008, it entered the company's top management and became CEO.

Brand story: RODO was founded in 1956, and its founder is Romualdo Dori, the father of CEO Gianni Dori. RODO is one of the few brands of design and production in Italy nowadays. The brand attaches great importance to product details and has nearly 50 years hand-made experience. Moreover, limited production is the guarantee of the quality and value of RODO brand. The brand is designed and marketing only for specific customer groups, and each product has only 600-700 sales volume in the world. RODO's "tailor-made" allows customers to appreciate tailored dignity, which is also the reason why they are very popular with Japanese royalty and European royalty.