"Carpenter Tan" Tan Chuanhua: Small Wooden Comb Makes Great Articles.

In 1993, Tan Chuanhua relied on 300 thousand yuan loan and the only left hand. He started a small wooden carding carpenter from a handicraft workshop, and now the carpenter has become a wooden product. market On the top of the list brand It has more than 900 chain stores in 31 provinces, autonomous regions and more than 300 cities throughout the country, and has opened stores to Singapore and Malaysia. The products are exported to dozens of countries and regions such as Europe, America, Japan, Southeast Asia, Hong Kong and Taiwan. In the first half of 2009, Tan carpenter Do business The amount is as high as 65 million 210 thousand yuan, becoming the first brand of China's combing industry.

A disabled person, a small wooden comb... How does "comb king" Tan Chuanhua make big articles in small products? This is a question that interests a lot of people.

Looking at the development process of Tan carpenter, we find that the key to stand out from the carpenter's carpentry is to convey the strong traditional culture in China with a variety of wooden combs, and the fresh and unique brand recognition system has made great contributions to the formation of its brand culture.

Combs are small objects that are used for a long time in our lives. However, when a little thing stays around for a long time, it will breed emotions. There are "Wen Bai Hou, Wu Bai Xiang" and "boxwood comb all over the head" in folk songs. In love stories, a beautiful hair, a hairpin and a sandalwood comb can carry a deep affection. However, in recent years, some small brands in the combs market in China are mostly of single product style, lack of cultural connotation, and the high-end market is a blank.

Distinctive concept recognition

Deducing the unique cultural concept and highlighting the distinct personality can make the brand get the emotional recognition of the consumers, and then form the charm and value of the brand.

Chinese people have used wooden comb for thousands of years. From ancient times, comb can embody the master's taste and temperament, and carry people's association with melancholy. However, industrial civilization has led to the production and use of a large number of plastic combs, making combs become a cheap commodity with no details and technical content. In recent years, with the requirements of health, antistatic and other functional requirements, wooden comb and ox horn comb have gradually become consumers' favorite objects. However, most of the wooden comb and cattle and sheep croissants produced by most factories in China are backward and rough, and the high-end market is still blank.

Tan carpenters seize the potential needs of customers, create a huge market "blue ocean" with unique cultural taste and high-quality wooden comb to create brand image.

Tan carpenter refines the concept of "good governance wood" and "good wood", relying on the details of traditional wood comb industry, and inject Chinese classical culture and human feelings into products. The classical Tan Tan carpenter brand, the simple shopping environment, the exquisite and unique combs, the carefully designed packaging bags, the "Seventh Day Festival Promotion" with the theme of "combing the heart and true love" are the theme of the essay campaign. All these are the traditional culture of Tan carpenter. Tan carpenter has changed the effectiveness of wooden combs from "Shun Fa" to "culture" and "emotion", which combines the artistic, technological, ornamental, collectors and practicability of wooden combs, so that small wooden combs can be upgraded from daily necessities to emotional works of art. For the female consumers of Tan's carpenter's core consumer group, Tan carpenter combines traditional culture with fashion, so that the carpenter's combs, small mirrors and small cloth bags become the marks and favorites of "petty bourgeois" women, giving them cultural recognition and emotional satisfaction. {page_break}

In order to better interpret brand culture, Tan carpenter also adopted the unique way of "telling stories". In every Tan carpenter's shop, the family history was neatly mounted. "My great grandfather was a famous carpenter and had a small family business. Because grandpa was stained with opium and gambling, he lost all his family business, and in desperation, the young and beautiful grandmother had to ask the governor to arrest his grandfather as a strong man. Two years later, grandpa died in Changsha... His father became a good carpenter by his hatred of learning. I have always wanted to be a poet and painter, paying a heavy price, starving to death in the street, and I must still be a carpenter. This "family history" has also become an advertisement for a carpenter who does not spend a penny.

Refreshing visual recognition

Brand visual identity disseminate a lot of brand information to consumers through the design, modeling and so on during brand communication. It will leave an intuitive and deep impression on consumers. Tan carpenter's brand vision recognition system is refreshing, and its cultural atmosphere is coming from the surface. It also explains the brand culture connotation of Tan carpenter.

1, brand name and logo

Tan Chuanhua once thought of many brand names such as "Sir", "Miss" and "Three Gorges", but the effect was not ideal. Finally, the brand name of "Tan carpenter" was launched. Unexpectedly, "Tan carpenter" these three ordinary words, but the wood comb strong local complex is most vividly reflected. "Carpenter" is the Chinese traditional woodworking artisan's name, itself has a local flavor, "Carpenter" before the title of "Tan", in line with the traditional Chinese trade name's custom, it gives people a kind of vicissitudes and thick historical sense, so that many consumers mistake this newly opened "small workshop" as a time-honored "time-honored brand". At the same time, sandalwood is a symbol of auspicious in Chinese folk. It has the function of evils and exorcism. The design of Tan carpenter's logo is unique. "Tan" is written in official script. "Wood" is made up of several boards. "Artisans" are accompanied by wooden workshops, which are very traditional Chinese culture.

2, product packaging

As the saying goes, "Buddha wants gold clothes, men need clothes." Tan carpenter adopts the classified packaging method on the packaging. The high-grade wooden comb has gift box packaging. The ordinary wooden comb's outer packing is black or baskets white flower Chinese style small cloth pocket, is very rich in Chinese traditional characteristics. The design of gift bags and gift boxes makes the products of Tan carpenter not only have practical value, but also become gifting gifts, leaving consumers with an upscale brand impression.

3, store display

Tan carpenter adopts brand franchising. Most of the stores are located in the downtown area of the city, and the shop furnishings have a uniform style. The shop of Tan carpenter is about 10 square meters. The small facade is based on the red sandalwood color. Inside the shop, the words of "good wood," and "Tan carpenter" are hung. The warm lights are on the shining signs, giving people a primitive sense of simplicity. The wooden booth in the shop is exquisitely designed, and the walls are covered with various kinds of exquisite combs. Although the shop is not big, it makes people feel like they are in the kingdom of combs. The entire storefront conveyed a strong cultural atmosphere, and it was easy for passers-by to stop and wait. When customers enter the Tan carpenter's shop, they feel that there is an inexplicable sensation in the atmosphere, which is moved to the old and exquisite mood brought by this small world in the noisy city. This cultural and emotional identification makes many passers-by become the customers of Tan carpenters, and even become repeat customers. {page_break}

Unique product identification

Product is the carrier of brand, and also a window for consumers to understand brand. Tan carpenter is creative in product development, price positioning and quality requirements, reflecting the cultural connotation of his brand.

1. Product development

The carpenter comb series is divided according to the intention: the "bamboo blossoms, the bamboo, the Phoenix" series and the "magpie bridge" series, which reflect the traditional national characteristics and highlight the brand culture. According to the use, there are: ordinary peach wood comb, haircare comb, family wedding, wedding comb, wedding comb, and related hairpins, mirrors, Buddhist beads and other wooden products; according to the material, there are all kinds of sandalwood series, boxwood series, Niu Jiao series and so on.

The rich product series of Tan carpenter meets the tastes of different needs of consumers. It also reflects the excellent product development and design level of Tan carpenter, and has won the favor of consumers.

2, product prices

Product price, like product image, can also reflect brand taste. There are two pricing strategies for Tan carpenter: one is high quality and high price. The usual combs in the stalls or shops are often a few yuan, but the cheapest combs are 18 yuan, the usual boxwood comb is 38 yuan, and the most expensive combs are over 200 yuan. The high price of Tan carpenter is in harmony with the sales methods, geographical location and storefront layout of the store. It reflects the extraordinary taste of the carpenter, and also gives the carpenter a high profit margin. The two is unified pricing. The price of all the stores in Tan carpenter is uniform. They are sold at the price tag, and they never discount the price. This reflects the value of the products of Tan carpenter, which is consistent with the marketing strategy of all high-end brands.

3, product quality

Tan carpenter combines traditional techniques with modern polishing and gear shaping techniques. Each wooden comb is carefully polished by thirty-six manual processes. The products of Tan carpenter are mostly made of superior boxwood, peach and jujube. They are meticulously polished by manual dyeing such as grass dyeing and dyeing, and then processed by special processes such as steaming, baking and high temperature pressing. For example, grass and wood dyeing technology, the use of strict traditional Chinese medicine formula, and then the Chinese medicine to press the juice, and then put the comb in the inside of the dyed, so that the carpenter quite famous a comb "grass and wood dyeing". The elaborately produced wooden carding comb of Tan carpenter is smooth and comfortable, and has the basic functions of antistatic, health care, Shun Fa and so on. Moreover, it combines the practical and artistic perfectly, creating a variety of comb shapes, giving the artistic charm of small wooden combs.

Strictly speaking, the quality of products is also a major feature of Tan carpenter. Tan Chuanhua once burned more than 10 million combs with quality defects.

A small wooden comb conveys rich traditional culture, and also creates a myth. Nowadays, many people are looking forward to having a wooden comb with the words "Tan carpenter" and the small wooden card of "good governance".