July 10 to July 12, the Youth Road in Kunming buzzed with energy as key players from China's leather industry chain, fashion media from across the country, and fashion enthusiasts gathered together to celebrate the grand opening of Red Valley’s first flagship store experience. This event marked a significant milestone for the brand, which has long been known for its high-quality leather goods and elegant designs.
Rather than just being a traditional flagship store, this space is more accurately described as the first "Living Aesthetic Experience Museum" in Honggu. It combines fashion, culture, and craftsmanship into one unique environment. The store features Red Valley’s signature leather products and scarves, alongside cultural exhibits, traditional Suzhou embroidery works, and handcrafted leather art created by only a few master artisans in China. Visitors can also participate in DIY activities, such as making a one-of-a-kind phone case in just 40 minutes. Additionally, the store serves as a testbed for Red Valley’s WeChat 1.0 system, offering limited membership opportunities for early adopters.
Here, customers are invited to experience a full range of services including high-end customization, leather care, and even a cozy café atmosphere. The design draws inspiration from the leisurely lifestyle along the ancient Shuhe River, blending beauty and accessibility into every detail.
On the same day, July 10, fashion editors from COSMO visited the event and conducted an interactive lecture themed “The Moment of America.†VIP guests and fashion insiders exchanged ideas, explored current trends, and enjoyed the creative elements of Red Valley, all while feeling like true fashion icons.
One of the highlights of the event was the new Red Scarlet scarf, which captured the attention of many visitors. With its exceptional quality, elegant design, and versatile styling, it’s more than just a scarf—it’s a statement piece that adds a unique touch to any outfit.
On July 11, a dazzling fashion show kicked off the opening sale events. Guests could enjoy interactive experiences such as learning to mix cocktails, sipping on Irish coffee, getting free leather care, or even crafting their own personalized gifts.
During the event, Red Valley expressed gratitude to its loyal customers with a variety of online and offline promotions. From July 10 to July 12, 50 stores in Kunming participated in a three-day "Opening Carnival," offering discounts ranging from 8.8% to 20%, and even free luxury bags for members. Customers who spent 600 yuan would receive a complimentary coffee tasting, and those spending 1,200 yuan would get a DIY experience voucher.
Online, fans could follow Red Valley’s WeChat account and share posts to have a chance to win valuable items, such as a high-end Chen scarf worth thousands of dollars.
As brands evolve, their success depends heavily on how they connect with consumers. Experience has become a new economic form, surpassing product and service economies. Red Valley’s flagship store not only fosters deeper connections between the brand and its audience but also helps build a multi-dimensional brand image.
Through fashion seminars, creative sales events, and rich cultural experiences, Red Valley subtly conveys its brand philosophy—living life to the fullest. Consumers can feel the essence of the brand here, not just through sales or appearances, but through a lifestyle that values beauty, creativity, and personal expression.
On July 12, Red Valley also announced its O2O strategy, launching its micro-differential sales contract and testing its WeChat-based micro-business 1.0 system. Originating from Yunnan, Red Valley has grown from a local leader to a national brand, expanding its channels to shopping malls, mobile internet, and more. With its strengths in product, channel, branding, retail, logistics, and management, the brand is now leveraging WeChat distribution to create a seamless online and offline ecosystem. This move is expected to help Red Valley regain its dominance in the market, blending tradition with innovation for the future.
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