Liu Ruiqi: Heng Yuan Xiang Opens Up A New Direction Of Cultural Marketing.

Referring to "Heng Yuan Xiang", the marketing circles are mixed. But speaking of the founder of this brand, Liu Ruiqi, chairman of Heng Yuan Xiang group, is indeed a brand name operator who dare to taste and forge ahead in the old brand.

Just like Olympic marketing, the closer the 2010 Asian Games to Guangzhou, the more fierce the marketing of Asian Games. In the voice of many sponsors, "Heng Yuan Xiang" is so familiar with the name. In the sponsorship list of the 2008 Beijing Olympic Games, he believed that he was Heng Yuan Xiang, a small business. Under the leadership of Liu Ruiqi, a sportswear brand has gone out of its own unique path in the world of sports.

Today, the Asian Games marketing has been fully activated. This year, a steady, restrained and elegant Shanghai man will be able to perform different marketing techniques. Before this, Heng Yuan Xiang has claimed that he will consider the combination of 5 sheep and 3 sheep of the Asian Games during the Guangzhou Asian Games. But everyone who knows Liu Ruiqi knows that the marketing of Heng Yuan Xiang is not the case.

In Liu Ruiqi's brand In theory, consumers remember two of their memories. From the five second advertisement of "sheep and sheep" to the new year advertisement of the zodiac in 2008, from the sports marketing to the construction of Xiang culture, Liu Ruiqi's brand marketing theory has gradually turned to practice in the past twenty years, and has made the brand memory of Heng Yuan Xiang popular among the hearts of the people.

The advertisement is "Heng Yuan Xiang" three words.

Referring to Heng Yuan Xiang, we can not mention his advertising form which is different from normal. From 1993, the 5 second advertisement of "Heng Yuan Xiang Yang Yang Yang" has been broadcast three times in 2008. By 2008, the controversial 1 minute advertisement of rodents, cows, cattle and pigs and pigs has been growing up amid controversy.

Although this simple and repetitive form of advertising has been controversial, the more than 80 year old Heng Yuan Xiang has become a household name when most of the old brands in China fade away. According to the external valuation of its brand, in 1999, "Heng Yuan Xiang" brand intangible assets were only about 50 million yuan, the latest assessment value was 8 hundred million.

In this regard, the outside world's conclusion is: "Heng Yuan Xiang," the secret of the golden age lies in Liu Ruiqi's brand support. " Under the background that many enterprises desperately "throw money" can not guarantee that the intangible assets of the brand will not shrink, Liu Ruiqi uses tens of millions of yuan to maintain the value of 8 hundred million Heng Yuan Xiang every year.

"It is becoming more and more difficult to maintain a brand now." Liu Ruiqi is accepting success. Marketing Liu Ruiqi, chairman of the Heng Yuan Xiang group, lamented that when he first started running the brand of Heng Yuan Xiang, if he advertised in the Xinmin Evening News the first day, the profits from the second day sales could earn the advertising fees. Today, when maintaining a brand in China, the average price will be around 200 million yuan per year. "If you don't invest, your brand will fade away."

It is high advertising costs that make Heng Yuan Xiang's ads different from other corporate advertisements, becoming three no advertisements: no domain names, no product names, no industry names, "our advertisement is" Heng Yuan Xiang "three words. As long as consumers are reminded of our brand, we do not need to introduce the functions of the product. Liu Ruiqi believes that the most important thing for an enterprise is to form its own brand culture. "Compared to products, brands once occupy the consumer's memory, once trusted by consumers, it is more difficult to be eliminated. So even if some products are eliminated, as long as the brand is in, there will be room for continuous renewal and development. Liu Ruiqi pointed out that consumers are memorized by five sensory organs, and that the simple and repetitive slogan of Heng Yuan Xiang is the goal of helping the advertising audience to complete the five sense cross sensory impression. {page_break}

Sports marketing improves reputation

However, with the fierce market competition and the increase of brand maintenance costs, the conventional brand communication methods have gradually deviated from Heng Yuan Xiang's brand strategy. "Our brand already has a high degree of awareness, but to get the real recognition of consumers, there is a reputation building." To this end, Liu Ruiqi began to try sports marketing, thinking about how to run a brand for a long time, so that Heng Yuan Xiang's brand is deeply rooted in the hearts of the people.

The 2008 Olympic Games is an excellent opportunity for Heng Yuan Xiang to enhance his reputation. In 1988, the Seoul Olympic Games, which helped the rise of Samsung's Korean brand in the whole world, touched Liu Ruiqi deeply. He stressed: "for Heng Yuan Xiang, participation in the Olympic Games is not only a sponsorship project, but a strategic issue related to the future development of our brand, which needs to enhance the brand reputation and make the brand more plump." He believes that the coverage of the Olympic Games is very broad, and there is a large number of young people's attention. Sponsoring the Olympic Games is actually constantly refreshing consumers' brand memory, supplemented Heng Yuan Xiang's customer base, and playing the brand of Olympic quality for Heng Yuan Xiang.

Heng Yuan Xiang has also tasted sweetness through Olympic marketing. In August 8, 2008, Chinese athletes dressed in Heng Yuan Xiang's red and yellow designs. Formal wear At the opening ceremony of the Beijing Olympic Games, the group dress appeared 7 times during the Olympic Games. Subsequently, Heng Yuan Xiang signed a contract with the Chinese Olympic Committee to become the first Chinese Olympic Committee's partner in the 2009~2012 Olympic cycle. Today, the title of "China Olympic cooperation partner" has become the business card of Heng Yuan Xiang.

In addition to sponsoring the Olympic Games, Liu Ruiqi is still considering the world cup. "If the world cup is held in China, Heng Yuan Xiang must try to grasp it. This is our survival rule. "

In Liu Ruiqi's brand idea, making brand is a long process, especially the traditional brand. It takes 30 years, 50 years and even 100 years to build continuously. The longer the brand is built, the longer the brand memory will be, the stronger its vitality. The continuity of sports marketing will help Heng Yuan Xiang constantly consolidate the brand impression and enhance the brand reputation. "Our ultimate goal is to make Heng Yuan Xiang a world-class brand through sports marketing."

Creating "Xiang culture"

Fiona Gilmore, a senior global brand designer, said that some brands are famous all over the world, not only for their popularity, but also for their deep cultural awareness.

Culture is a habit and personality. It is manifested in aspects of values, habits and abilities. The differences result in the ever-changing results. A person is like this. What kind of culture does an organization or a country have?

"Reviewing our development and looking forward to the future, we have a clear understanding that Heng Yuan Xiang has been managing the brand from a cultural perspective over the years. If you do not have a deep understanding of culture, you will not be able to run a brand well." This year, Liu Ruiqi put forward the cultural transformation of Heng Yuan Xiang on the theory of original brand memory.

According to Liu Ruiqi's statement, the transformation of the former yuan is mainly about the transformation of products, the transformation of industries and the transformation of business models. The cultural transformation proposed today is a transformation to the foundation and a transformation of the foundation of a hundred years and a thousand years. The transformation of products, industrial transformation and business models is a specious transformation. If we do a good job in cultural transformation and remove the bad culture in our group, we can make Heng Yuan Xiang longer, bigger and stronger.

Even today's sports marketing strategy, which is highly praised by Heng Yuan Xiang, is a result of Heng Yuan Xiang's analysis from a cultural perspective. Heng Yuan Xiang has learned through investigation that the enthusiasm of consumers to participate in sports activities has become a very profound cultural phenomenon nowadays. Therefore, Heng Yuan Xiang sponsored the International Table Tennis Federation (IPU) competition and the 2008 Olympic Games, and became a partner of the Chinese Olympic Committee in the post Olympic era. "In the cultural phenomenon, consumers are very positive about public welfare undertakings. If an enterprise is full of responsibility in such a big event, it will get the recognition of consumers." Liu Ruiqi gave the most direct annotation of cultural transformation.