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Zhou Haijiang: Brand Is Half Culture And Half Is Technology.

2010/6/10 8:59:00 41

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Zhou Haijiang, the party secretary and President of the national model worker and the red bean group, visited the 9 series of interviews with Xinhua on "interpreting the spirit of the new era of model workers" for the sixth time.

The following is an interview summary.

[host] you have always mentioned independent brands. What have you done in your own brand?

[Zhou Haijiang]

Red bean

In the field of independent brand, the brand is also the first.

Traditional culture

A part of it.

In my opinion, there are two major components of a brand's brand, one is technological content, the other is cultural content.

So once, a professor in Taiwan came to see the words hanging on the walls of our workshop, which said, "half of the famous brand is culture".

He said, what is the other half of a brand name? I mean technology.

Half is technology and half is culture.

What is technical content? For example, good designer, good operator and good equipment are all the technical contents of this brand.

What is culture? I made an analogy. We often go to a roadside restaurant for a dish of green vegetables. It may be 5 yuan. That's probably 50 yuan for a five star hotel, 5 yuan for quality, and 50 yuan for culture.

If 20 years ago you had to pay 50 yuan to five yuan hotel to eat 50 yuan of vegetables, certainly not, then 20 years later today will definitely go to the guesthouse to eat 50 yuan, because there is a kind of cultural enjoyment.

With the improvement of the living standard of the ordinary people, the consumption of the middle culture part of the brand is increasingly demanding.

brand

Just say that my quality is good, I am a brand, that is not right, you have to inject culture.

For the red bean, how did this culture come into being? It is what Wang Weishi mentioned in the "red bean" and "spring".

In 1995, general secretary Jiang Zemin held a symposium in Shanghai. I also took part in it. He said why it was called red bean. When I said Wang Wei's poem, General Secretary Jiang immediately recited it again.

At that time, Premier Wen, accompanied by General Secretary Jiang, inspected and told Premier Wen, I just thought that this poem is very good, and the name is very good.

So what's the good name? We think it's good for two things. On the one hand, it symbolizes beauty, auspiciousness and Ruyi. Second, this brand is easy to remember.

Red beans are not called red beans before, they are called mountain flowers. They may be publiced 7 times before they can remember. The red bean may be the same again, so the advertising cost will be different.

How did we develop this brand? We started making Tanabata Chinese Valentine's day in 2001, when people still didn't accept it. How did red bean think of it as a Chinese Valentine's day? Because when we met the Cowherd and weaver girl at the time, it was Tanabata. We said that cowherd weaving was the best legend, and love was pure.

We registered from 2001 to seven every year in early July. It has been blooming in the last two or three years. The whole country has begun to celebrate Chinese Valentine's day.

Therefore, in our country's 30 most popular festivals in the past 30 years, there is a place for our Chinese Valentine's day. Moreover, it is very commendable that the 30 festivals are basically promoted by the government. Only one festival is promoted by enterprises. This is the Chinese Valentine's day, which is promoted by our red bean group.

Then why do we push this Valentine's day? It is through this platform that we carry forward traditional Chinese culture, advocate a healthy view of love, and also inject cultural content into our brand.

With the passage of time, the development of the whole economy, the annual Tanabata Valentine's Day is constantly pushing, and the cultural content of the red bean brand is getting higher and higher. This brand is not only Chinese, but also the whole East and even the world.