"China Brand + China Speed" Another Marketing Red Bean Group To Build Red Beans Tanabata Festival

In the Internet era, every business promotion day is endless, and the recent "Tanabata day" has also become a day for businesses to fight. And everyone knows how the seventh day of the seventh day came?

August 9th is China's the 7th day of the seventh month of the Chinese lunar calendar, a traditional festival that was once forgotten, Tanabata Festival, why is it popular with Chinese people? Not only has it become Chinese Valentine's day, but also has been listed as "our festival" with Qingming, Dragon Boat Festival, Mid Autumn Festival and other traditional festivals.

These are afraid of China. clothing Time honored brands Red bean The group's efforts are inseparable. Because "red beans are born in the South" lover's love and meaning, the red bean group started investing in tens of millions of dollars every year twenty years ago to start the Chinese Valentine's Day - red bean Tanabata Festival.

An enterprise has a limited influence and strength in holding a festival. However, in the reality that Tanabata Festival is forgotten, an enterprise can carry forward traditional culture and revitalize traditional festivals. Through extensive media coverage, it can play a positive role in social guidance and radiation. If this behavior persists for 16 years, and it will continue to persist, integrating into corporate culture and becoming a kind of inner feelings of enterprises will inevitably lead to more and more social guidance and radiation, thus forming a social atmosphere concerned with traditional festivals, attracting more and more people to participate in it, and reviving a traditional Festival will come naturally.

On the seventh day of the Seventh Festival in August 9th, the red bean group launched a series of promotional activities, including the marriage of Yongda media, and the "red bean" harmony. brand The special train was launched in Beijing. The naming of the "red bean, harmony number" G127 train trips from South Beijing to Hongqiao, Shanghai, and other important provinces and municipalities directly under the jurisdiction of Beijing, Hebei, Shandong, Jiangsu and Shanghai. That evening, CCTV also joined hands to create a special program for Tanabata Festival - lovers all over the world and so on.

The reporter has learned that with the theme of love, the red bean group hopes to carry forward traditional culture through various forms such as evening party, love song competition, micro film and so on.

　　 Red beans resist rose to create Chinese Valentine's Day

In recent years, Tanabata Festival has attracted more and more attention from the Chinese people. Tanabata, which belongs to our own traditional festival, has gradually been forgotten to be included in the list of the first batch of national intangible cultural heritage. The red bean group has an indelible contribution. In 1996, the red bean group began planning to promote the Tanabata Festival. In 2001, the curtain of Qixi Festival was officially opened.

Zhou Yaoting, chairman of the board of directors of the red bean group, led the red bean group to carry forward and carry forward the traditional culture. Zhou Yaoting practiced himself to tell you about the legend of the Cowherd and the weaver girl, and explained to you the significance of restoring the seventh day of the Seventh Festival. There were also some fantastic ideas. During the "two sessions" in 2005, he submitted the motion on making the traditional festivals of the Dragon Boat Festival and the seventh day of the Seventh Festival a statutory holiday. It has attracted wide attention. Zhou Yaoting, the NPC deputy, also presented a sensational proposal to the Congress to let the Cowherd and the weaving girl enter the opening ceremony of the Beijing Olympic Games. We urge the restoration of traditional festivals. Finally, in 2006, Tanabata Festival was officially listed in the first batch of national intangible cultural heritage list. In 2010, the seven ministries and commissions of the Central Propaganda Department jointly issued the Tanabata Festival as "our festival". Twenty years of planning and sixteen years of persevering, the red bean group used action to make Tanabata Festival become China's Valentine's day. Yu Guangzhong, the famous poet, praised the red bean group's action as "resisting roses with red beans".

Chinese brand carries China speed

For many years, the textile and garment industry has been occupying half of the red bean group. As an enterprise aiming at "innovation", red beans constantly seize the opportunity to carry out transformation and upgrading. The red bean group, which carries high-speed rail, aims to realize the strong combination of "Chinese brand + China speed" with the help of high-speed rail as the mainstream means of transportation, and carry out the brand transmission, and deduce the distinctive features of the red bean in the south of Beijing Shanghai line.

This time, red bean broadcasts through the high-speed rail station, glass door stickers, luggage rack color stickers, running horse screen, head pillow, small table board to create a brand ring effect in all aspects. The passengers watched the adzuki bean commercials and received the gifts of red beans, and lamented, "the brand and clothing of red bean have become more fashionable and more internationalized."

Wang Zhuqian, deputy secretary of the Party committee of the red bean group, told reporters that "red bean and harmony number" started again. It is precisely because of the deep excavation of red bean to the national culture that red bean's brand culture has absorbed the excellent cultural genes of the Chinese nation, and also made the red bean brand improve qualitatively. Zhou Haijiang, vice president of the National Federation of industry and Commerce and President of the red bean group, believes that half of the brand is technology and the other half is culture. Over the years, on the one hand, the red bean group has continuously refined its technology and carved the quality of its products with artisans' spirit. On the other hand, it has consistently injected cultural genes into the red bean brand. Take innovation as its responsibility, and create intelligent, green, service-oriented, high-end, internationalized and securitisation "six oriented" industrial and financial enterprises, and actively take advantage of the "one belt and one way" strategy. In Kampuchea, the Sihanouk port special economic zone has been praised by the leaders of the two countries as the model zone of "one belt and one road", which fully demonstrates the "speed of China" of a national brand. The Chinese brand "red bean" carries the Chinese speed "harmony number", and the two forces fuse with each other. The red bean brand can run faster and better.