Xiangyun Meets The Crisis Of Homogenization Of Products

Heng Yuan Xiang "Xiangyun" sweater shows the Golden Fleece card.

At present, less than two months away from the Beijing Olympic Games, the "auspicious clouds" torch, which has passed through the five continents and the four seas, is gradually approaching Beijing.

Along with the public's enthusiasm for the torch, the "auspicious clouds" concept of products has also been heard.

In a cloud of clouds, in June 25, 2008, China's textile industry's only sponsor of the 2008 Beijing Olympic Games, Heng Yuan Xiang group, released the Xiangyun series woolen sweater in Tianya building in Beijing, as the design and production enterprise of the Olympic ceremonial equipment of the Beijing delegation in 2008. Heng Yuan Xiang launched a series of "Xiangyun" concept sweaters nationwide, which attracted many eyeballs.

New product "sea" aimed at "Xiangyun" concept

A few days ago, the torch relay was being carried out in various cities throughout the country. It not only attracted the attention of many citizens, but also brought a round of sales peak to all kinds of commodities that were closely related to the Olympic torch. Some smart businessmen were also continuing to tap the potential of the "auspicious cloud economy", and all kinds of "auspicious clouds" concept products came out in succession.

After Lenovo released desktop and notebook products with "Xiangyun" torch elements, Anta, a famous domestic sports brand, recently launched a basketball shoe with unique Chinese style, calling it "auspicious cloud".

With the deepening of the torch relay, "Xiangyun" has become a household concept.

Just as many businesses are in action, the old overlord of the sweater, the only Beijing Olympic sponsor in 2008, is reluctant to give up the "business opportunity".

Although the summer wear is coming on sale, it seems too early to talk about sweaters. But considering that the sweater listing is the "Post Olympic era" which will soon end in Olympic Games, the new sweater of Heng Yuan Xiang Group has been released for nearly two months.

The highlight of the new sweater is the two "auspicious clouds" concept sweater, which combines the two concepts of "auspicious cloud" and "Golden Fleece".

It is understood that the "Xiangyun" sweater launched by Heng Yuan Xiang has chosen a colorful Chinese cultural symbol, colorful clouds, which has a thousand years span in China. Moreover, in the format of the sweater size, it uses the data collected by Heng Yuan Xiang and the latest research achievement of Donghua University, the Chinese man's human body database, so the sweaters made are more suitable for modern human characteristics.

Liao Jiangnan, general manager of Heng Yuan Xiang knitting industry group, said that Heng Yuan Xiang, as a brand with the connotation of "auspicious festival" in Chinese traditional culture, has been exploring the application of the "auspicious" festival in Chinese traditional culture to the development of products, so that the brand of Heng Yuan Xiang has a unique "auspicious" element. Even if the brand is removed, consumers can feel the unique characteristics of the joyful elements of Heng Yuan Xiang products, so as to experience the joy brought by "Heng Yuan Xiang auspicious festival".

Heng Yuan Xiang has an auspicious meaning, which coincides with the auspicious meaning of "auspicious clouds". This is also one of the reasons why Heng Yuan Xiang launched the "Xiangyun" sweater.

What is more worth mentioning is that the "Xiangyun" sweater in Heng Yuan Xiang has launched the only one Xiangyun "Golden Fleece" sweater in the price of less than 1000 yuan.

There is not much difference in the appearance of the two sweaters, but their identities are quite different.

The raw material of the "golden wool" sweater is the finest wool in the world for 6 million yuan, which was bought by Heng Yuan Xiang in 2004.

According to introducing, this "golden wool" version "Xiangyun" sweater cost nuclear price is about 30 thousand dollars, this is only a concept display, not external sales.

With the Olympic Games coming into full sprint stage, the release of Olympic economic effects is gradually changing to the consumption driven and post Olympic stage brand building during the Olympic Games.

It is reported that Heng Yuan Xiang "Xiangyun" sweater order quantity has far exceeded the number of new orders in previous years, and ranked the top of all kinds of sweater products orders in 2008.

Who can use Xiangyun to encounter the crisis of homogenization in Xiangyun?

However, when a variety of products with "Xiangyun" are designed to compete one after another, auspicious clouds inevitably encounter the crisis of product homogenization.

Reporter survey found that in the IT digital product market, with the auspicious cloud pattern color all kinds of miscellaneous card "auspicious cloud U disk" everywhere.

Today, with the development of U disk technology, any U disc manufacturer can launch their own "Xiangyun" U disk. This is nothing more than the change of pattern, and the essence of the product is not much different.

In the torch relay cities, T-shirts with "auspicious clouds" patterns are also seen everywhere in the streets.

Some experts predict that from 2004 to 2008, the investment demand related to the Olympic Games is expected to exceed 280 billion yuan, and the total investment will reach 15000 billion yuan. As a result, the total social consumption demand will increase to 100 billion yuan, and the total consumption market will exceed 15000 billion yuan. The total consumption demand in the future will probably exceed this figure.

The Olympic economy will bring us a huge business opportunity of over 3 trillion yuan, thus forming a huge Olympic economic industrial chain.

Despite the unlimited business opportunities, the homogenization of "Xiangyun" products and concepts has made the products of the "Xiangyun" concept fall into a vicious circle of price war.

Facing the current situation of "auspicious clouds" flooding, another question arises spontaneously. Who can use "auspicious cloud"?

As the global sponsor of Olympic Games, Lenovo is undoubtedly the brand that can maximize the use of Olympic resources. However, whether other Olympic sponsors or suppliers of enterprises use the "auspicious cloud" pattern for commercial purposes is contrary to the protection of intellectual property rights of Olympic Games?

In the regulations on the protection of Olympic intellectual property rights in Beijing, it is pointed out clearly that trademarks, special marks, patents, works and other creative achievements related to the Olympics refer to: (1) Olympic symbols (i.e., five ring patterns), banners, anthem, Maxim, Olympic (OLYMPIC, OLYMPICS), "Olympic cycle (OLYMPIAD)", "Olympia" and "Olympic Games" (OLYMPIC GAMES).