Red Dragonfly Restores Its Technological Connotation Through Space Power Brand

At 18 hours and 05 minutes in October 24, 2007, China's first lunar exploration satellite Chang'e 1 was successfully launched, and China's space industry once again started to boom, becoming the focus of world attention. The lunar exploration program will last for 1 years, just running through 2008. In the relatively intense Olympic marketing year, space event marketing will undoubtedly become another marketing trump card that can match sports marketing. Since October 20th, television, radio, newspapers, networks and other major media began to continue to report so far, "Chang E 1" every move, affecting everyone's heartstrings. The hot topics of TV, webcast, search, interview and other special topics not only let people know every step of the progress of "exploring the moon" at the same time, but also bring a favorable opportunity for enterprises to "technology marketing". "Lunar exploration" is an important symbol of the highly developed space technology in a country. China's lunar exploration has gone through three stages, many people say ten years to wear a sword, China has spent 35 years... 2004 was the start year, the year of 2005, the decisive year of 2006, and the year of 2007. The successful launch of Chang'e 1 not only made the Chinese realize their national dream, but also provided a leap for many enterprises, which had a far-reaching impact on the development of China's economy. In recent years, every big event in China will bring about some miracle of enterprise development. When China's first manned spaceship was successfully launched in 2003, the biggest winner in the business sector was Mengniu. Mengniu joined the "Shenzhou five" manned spacecraft as "China's space industry partnership". With Shenzhou five into the eyes of hundreds of millions of Chinese people, it established an influential brand image, and the terminal sales volume was greatly improved. Mengniu's sponsorship also became a classic case in the history of Chinese marketing. Along with Shenzhou six spaceship ignition and flying, Chinese enterprise marketing also set off the second round of "space fever". The most typical example is Kelon. With the help of "Shenzhou VI", the impact of "Gu Chu Jun incident" has been broken by Shenzhou 6. The advertisement of "China space special products" has been broadcast in a series of CCTV sets, two sets, four sets of news channels, and related thematic columns with Shenzhou 6, and echoed with the air campaign. Kelong's home appliance shopping mall across the country has also launched the advertising and promotional activities of "China aerospace special products". Sales in one month increased by 30% over the same month last month. Another company, the Great Wall lubricants, also increased sales by 20% by virtue of the integrated marketing launched by Shenzhou six. The biggest advantage of aerospace marketing is its scarcity, which is different from that of sports stars. Major Aerospace events have been encountered for many years. Scarcity determines the value of aerospace marketing. "Chang'e No. 1 is China's first lunar exploration launch. This is an event marketing with the advantage of first impression." The red dragonfly has become the only shoe-making enterprise that the "Chang'e-1" has been selected to be shortlisted. It is hoped that through the multi-level and multi angle innovation input, the brand's technological connotation will be strengthened, and at the same time, the image of China's manufacturing industry with low scientific and technological content will be improved. In the 12 years of development, the red dragonfly has always attached importance to brand management and technology. With advanced vision, the development direction of enterprises should be calibrated. With the idea of "culture + technology + Fashion = Design", we continue to inject new technological elements and cultural elements into our products, and build technology and culture into the core competitiveness of enterprises. Red dragonfly has always been concentrating on technological innovation, and the annual cost of research and development is over 10 million yuan. In 2006, it reached 40 million yuan a year. In 2007, red dragonfly's achievements in science and technology innovation were attracting more and more attention. In June, we worked hand in hand with RSscan, a famous international sports shoes R & D company. In July, we spent 200 million yuan to build China's first R & D production base for sports shoes, which pioneered a new technology import mode in the industry. In September, the first pair of sports shoes was officially released. The Red Dragonfly's sponsorship of Chang'e 1 has inherited the innovative style in the process of brand building. From the perspective of supporting the development of science and technology in the national space industry, we should create a strong correlation between brand and technological innovation in the eyes of consumers. At the same time, we should enhance the connotation of brand technology and create a new image of "made in China" by technological innovation.