Heng Yuan Xiang Color Sheep Released Six Brands Of Color

November 24th

Large Zodiac stamps are hung on walls, 100.

On the same day, jade fat white, ink black, China red, Chinese yellow, Sophora japonica green and color sheep powder were officially declared the six color brands of color sheep.

Today, with the increasing homogenization of products, people need an identifiable symbol in the era of product personalized demand leading to marketing.

Especially in the clothing industry, consumers generally focus on three factors, namely, style, texture and color. But today, the trend of fashion is becoming more and more popular. People's attention to style and texture has begun to shift to color.

Products with amazing colors can often successfully jump out at the first time and quickly lock the eyes of consumers.

According to the International Fashion Color Association survey data, the appropriate and popular color design can bring 10%~25% additional value to the product at constant cost.

Color as a global language, because of its visual beauty and shaping character, has become an important factor affecting consumers' purchase decisions.

The intention of the color sheep

The color sheep is a brand of Heng Yuan Xiang, a company that runs parallel to Heng Yuan Xiang, which deals in clothing, knitting and household textiles.

In September 2002, a few months from the Chinese lunar calendar year, Heng Yuan Xiang launched the "year of the sheep mascot collection order". In the more than 3000 copies of the draft, a sheep image from clay sculpture master Hu Xinmin, whose lines were smooth, naive, colorful and featured with Chinese characteristics and fashionable personality, entered the eyes of the judges.

Finally, this strong goat won the laurel of the mascot of the year of the sheep and became the brand fazeya of Heng Yuan Xiang group. After winning the approval of the State General Postal Administration, it became the first brand to stamp in China, and Fazeya also has a nice Chinese name - color sheep.

Over the next few years, Liu Ruiqi, chairman of Heng Yuan Xiang group, set up a color sheep company to carry out a series of market development and product development for the color sheep brand, trying to engrave the brand memory in the minds of consumers.

In Liu Ruiqi's view, the domestic excellent clothing enterprises have completed the pformation process initially relying on foreign trade orders to operate independently and create their own brands, and established the development path of self built sales outlets and full efforts for product development and product innovation.

However, Liu Ruiqi feels that paying attention to the management ability of a brand should not only focus on the ability of product development or channel construction, but also establish a brand new concept of brand building and brand recognition.

"In the homogenization of products today, product oriented brand marketing strategy this era of eating the world has passed, the establishment of brand differentiation needs to find new breakthroughs."

He stressed.

The "color" on the colorful sheep has undoubtedly inspired the brand team.

There are six colors in color sheep. For the textile and garment industry, the visual function accounts for 74% of the relationship between five senses and consumers, and obviously the color occupies an important position.

Therefore, in 2006, color sheep began to explore colors. Color sheep home textiles first carried out a color trial in its product "sheep auspicious" home textiles series packaging.

Use red, gold, purple and other colors to create atmosphere, and achieved unexpected sales success.

After 2008, Heng Yuan Xiang formally decided to regard "color" as the core part of brand personality.

At the same time, color strategy has been identified as the development strategy of color sheep brand.

In this regard, Liu Ruiqi, chairman of Heng Yuan Xiang group, said that if a multicolor brand wants to succeed in many regions, it needs to observe and study the global cultural personality in advance. After investigating the color individuality and preferences of various countries, the color sheep officially announced the six brands of jade, white, ink, black, China red, Chinese yellow, Sophora japonica green and color sheep powder.

Xi Xi, general manager of the color sheep industry, points out that the establishment of the six brand colors is not simply to produce six different colors of the same product, but to display six brand colors in details, accessories and overall design of clothing.

Statistics show that from 2003 ~2008, color brand sales outlets were distributed in 28 provinces and autonomous regions, and more than 30 factories were joined. The number of stores reached 1000, and sales increased from 116 million yuan to 752 million yuan, which contributed nearly 20% to the group's sales.

Color marketing is popular.

The American marketing community has a famous "7 second law", that is, consumers will decide whether they have the desire to buy goods within 7 seconds.

The first impression that goods leave to consumers may trigger consumers' interest in commodities, hoping to have a better understanding of products in terms of function, quality and other aspects.

If the enterprise's visual design is perfunctory, losing is not only a concern, but also a business opportunity.

In this short 7 seconds, color determinants account for 67%.

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According to the survey of experts, the successful use of color can expand the audience of brand and brand by 40%, and enhance people's cognitive understanding to 75%.

The center for color research has conducted an interesting experiment. Researchers poured the same pot of coffee into three cups of red, yellow and green coffee cups, so that more than ten people could taste and compare them.

As a result, the taster agreed that the flavor of the coffee was different, the coffee in the green cup was slightly acidic, the taste in the red cup was excellent, and the taste in the yellow cup was light.

It can be seen that color often affects people's perception and perception of consumption. The first impression of color on consumers directly affects all subsequent links.

Therefore, we see that more and more industry giants are practicing this theory: through the brand color in line with the brand culture and the concept of the premise, has reached a deeper level of strengthening the brand purpose, so as to establish the brand unique brand image, to achieve the purpose of shaping the brand personality.

For example, IBM applies blue to all areas that can be covered: LOGO, recruitment (Blue Road), maintenance station (blue express) and products, constantly strengthening its blue brand elements, and finally letting the combination of blue and IBM go deep into bone marrow.

As early as in 1999, Apple Corp launched a color shell computer, with a unique color of the mouse, plucent material, so that the computer listed on the success.

Lenovo almost launched the "Xi Xi" series desktop color computer almost simultaneously with apple, which is also the world's first color computer series used in the consumer field.

Now Lenovo has set up a color Institute, which specializes in attracting consumers to occupy the market by studying colors.

But now, for the fast developing color sheep brand, her ambition is more than that.

It is reported that this year, Heng Yuan Xiang Group is working with MONELL, the world's first and most authoritative olfactory and taste research organization, to explore the five sense brand of "cross vision, hearing, taste, smell and touch".

At the same time, the "color research group" was set up under the color sheep brand to study the cross combination application mode of color and other four senses.

It is reported that the color sheep are focusing on the relationship between color and taste and smell, and strive to develop "color sheep candy".

In the future, Heng Yuan Xiang should let consumers not only see the color sheep, but also eat the colorful sheep and smell the colorful sheep.