Red Bean: The Brand Is Made Like This.

"Red beans give birth to the south, and spring brings several branches.

I hope you will gather more.

The acacia, the great poet of the Tang Dynasty, has been read by Wang Wei so far.

More than 20 years ago, the red bean group registered the "red bean" trademark in China and registered its trademark in nearly more than 60 countries and regions.

More than 20 years later, the red bean group is a top runner in China's apparel industry with excellent sales performance.

The red bean products have been appraised as "Golden Bridge Award" by the Ministry of internal trade, the State Economic and Trade Commission and the Consumer Association.

In 1997, the red bean group was ranked first in the "China famous trademark". Now the red bean group has 6 Chinese famous brand products: red bean suit, shirt, jacket, underwear, trousers and motorcycle.

In 2006, the "red bean" brand was appraised by the Ministry of Commerce as "the most competitive brand in the market".

In March last year, "red bean" was awarded the annual "value" award of the Chinese clothing brand. In March this year, red bean was awarded the highest honor of the Chinese apparel industry -- "achievement award".

Zhou Haijiang, President of the red bean group limited, boarded the European and Asian version of Forbes in February 2005 as a cover figure. Last April, as the first person in the clothing industry, he was invited to speak at Massachusetts Institute of Technology. In October this year, he was honored as the representative of the seventeenth National Congress of the Communist Party of China.

According to Zhou Haijiang, President of the red bean group, there are two major brands, one is technology content, the other is cultural content.

In terms of software, red bean attaches great importance to the training of employees. Group companies expressly stipulate that workers who do not receive certificates will not be allowed to enter the workshop without training.

In terms of designer training, he has jointly organized the red bean international training course with Paris Institute of fashion design, trained a large number of red bean designers, and greatly enhanced the independent design ability of red bean clothing.

In terms of "hardware", red bean has a red bean Western-style suit building with "the largest suit production workshop in Asia", with a single floor area of 14000 square meters. Each floor can accommodate 2000 people at the same time. The central air-conditioning system is installed to maintain the constant temperature required for Western-style clothes operation, and the production line is at the advanced level in the world.

The red bean has been sparing no effort in improving the brand's technical content, and also has originality in the value-added culture of the brand.

Zhou Haijiang said that only if a brand has a unique cultural accumulation, will it have continuity through time and space.

In 1983, Zhou Yaoting, chairman of the board of directors of the red bean group, named the trademark "red bean".

In 1995, comrade Jiang Zemin convened the forum of leaders of large enterprises in Jiangsu, Zhejiang and Shanghai. Zhou Haijiang was the only representative of township enterprises representing red beans. He also made a report to Comrade Jiang Zemin on the development of red beans at the meeting.

After hearing the report, Jiang Zemin praised him with a smile: "red bean," the name is good.

The name of the red bean is good, because the Tang Dynasty poet Wang Weiyi's first Acacia has already made a thousand year advertisement for the red bean.

Since 2001, red bean has held "Tanabata red bean Valentine's Day" every year to publicize Chinese traditional culture through collecting ancient poems and the most touching love stories in China.

Last year, red beans and Jiangsu satellite TV jointly launched the "red bean, absolute singing", which has a wide impact on the singers of the national audition ballads.

"Only the nation is the world."

This way of raising corporate culture with national culture has achieved good results and has been praised by celebrities such as He Jingzhi, Yu Guangzhong and Feng Jicai.

In order to make the red bean better go abroad and go to the world, the red bean group invited the famous brand planning company of Taiwan to brand new brand of red bean.

The new CIS enterprise recognition system of red bean has revised the original enterprise identification system, and changed the "HONGDOU" to "HOdo", which greatly enhanced the international image of the red bean brand.

Zhou Haijiang has a unique view in enhancing the cultural content of the brand. He believes that to improve the cultural content of the brand, we should also make an exception of the brand. Enterprises should take the initiative to shoulder the social responsibility, so that the brand of the enterprise can have a higher reputation and reputation.

From the end of 2004 to the tsunami in India ocean, the party members and cadres of the red bean Group donated 280 thousand yuan in an hour. By July 2005, red bean donated 236 thousand yuan to support the 76 old Red Army's orphans in the Aoki township of Bazhou District, Bazhong, Sichuan. And then in 2006, the red bean donated 1 million 500 thousand of the "warm and friendly charity action" in Wuxi Xishan district to run schools and repair roads.

Over the years, the red bean group has donated more than 40 million yuan worth of money to society, and has contributed to social civilization construction.

In the group, the red beans carry out bags and packages to all the migrant workers, and carry out car pick up and car delivery to the workers in the Spring Festival.

In April 2007, the red bean group became the first Chinese textile and garment industry to evaluate the enterprise through the social responsibility management system (CSC9000T).

For many years, the red bean people have been working hard and striving hard. The core of the red bean is "creating a brand with Chinese characteristics".

At the same time, the red bean people hope that through the efforts of several generations, "red bean" will become a world-class brand of national culture.