"China Brand Day" Witness The Development Of 60 Year Old Red Bean Brand

"For the rapidly developing Chinese economy,

The establishment is undoubtedly a brand Revival Strategy, which is an inevitable choice to enhance the competitiveness of China's brand in the international market. It is also the only way for China to create changes in China, China's speed to China's quality, and the pformation of Chinese products to Chinese brands.

In May 10th, people from all walks of life welcomed the first "China brand day".

It is learned that, as a national brand with a history of 60 years of development, the red bean group has put forward the concept of "three self" with independent innovation, independent brand and independent capital in recent years on the basis of many years of deep cultivation of its brand. It has fully played the leading role of the brand, encouraged and led more enterprises to realize the development of "three self", together with more Chinese brands, told the story of the Chinese brand, and showed the unique charm of China to the world.

For modern enterprises, brand has increasingly become one of the core elements of the survival and development of enterprises.

A thorough study of the essence of the brand is a concentrated expression of culture and technology. The change is in the form of technology, the invariable cultural background, and the inspirit of innovation to the brand foundation, which is the fundamental way for enterprises to remain undefeated.

From the small workshop in 1957 to today's 12 subsidiary companies, the red bean group has become a large enterprise integrating research and development, manufacturing and Global trade. It has been invested in the Sihanouk harbor special economic zone established in Kampuchea Province, and is known as the model project of "one belt and one road".

In the past 60 years, red bean has pmitted cultural notes, innovative tune and strong voice to China and even the world.

"Sky price" advertising: brand awareness let red bean bath fire "reborn"

Since the founding of the group, the leader has a natural sensitivity to the brand.

In 70s, the "knitted factory in Hong Kong" was named "mountain flower" brand because of the movie "mountain flower" sweeping the whole country. This is the symbol and symbol of the initial awakening of red bean brand consciousness.

The second red bean seven Taiwan famous poet Yu Guangzhong, after attending the activities of red bean Festival, came to the red bean group to show the red bean Festival.

In 1983, Zhou Yaoting was in danger and took over the knitting factory under the port. At that time, the factory was in a dilemma and was insolvent.

Faced with difficulties, Zhou Yaoting made bold reforms and made decisive decisions, realizing the miracle of turning losses into profits in the year when he took office.

While making achievements, Zhou Yaoting believes that "mountain flower" is no longer an ideal brand name, and does not have a deeper cultural connotation.

He firmly believed that if we want to run the factory well, we must have good products, and good products need a good name.

Zhou Yaoting thought hard, determined to combine the product name with national culture, and because he was in Wuxi, he thought of Wang Wei's "Acacia" five wonders from the nearby red bean tree of Gu Shanqian, and strengthened the idea of naming the enterprise with "red bean".

In 1984, a Chinese clothing brand named "red bean", which contains Chinese traditional culture, was officially registered. In 1989, the red bean group invested 1 million 600 thousand yuan in advertising for CCTV, and the advertising fees in 80s were at a high price. The leader's brand marketing decisiveness was admirable. Therefore, red bean became the first clothing company to advertise in CCTV. In 1992, the red bean nursing shirt was swept all over the country, and even the news anchor host wore into the studio, and all the local suppliers were sold off.

In this way, red beans went into thousands of households.

On the way of brand development, the red bean group recognized the role of the brand earlier and stepped up the creation and development of the brand.

Red beans also strengthened the protection of brand trademarks. The Trademark Department was first established in the country, and trademark registration was carried out on 34 major categories and 8 categories of service products, and trademark registration was completed in 54 countries and regions. Up to now, Hong Kong has registered 2748 trademarks.

In 2005, in order to speed up the internationalization process, the red bean group plated the English LOGO alphabet letter into HOdo to design innovation, seek new changes, and inspire more fashionable and international brand tonality.

While establishing brand foundation, red bean also uses products to consolidate brand position.

The red bean men's clothing guides the mainstream lifestyle, interprets the Chinese men's emotion, and creates the male image with the texture. The red bean family regenerates the consumer with the "home culture", is committed to the category optimization, and has the highest cost performance; the yew biotechnology regenerates the water and soil, the ecological industry development not only benefits the local environment greening and the inhabitant's health, but also integrates the biotechnology and the clothing product, develops the new antibacterial, the high quality thermal fabric; the general science and technology is listed in 2016, with the more rigorous scientific research manner and the dedicated craftsman spirit, creates the national tire high-end brand.

A brand of the red bean group has built up a broad brand blueprint with its quality and responsibility.

Red bean Festival: "brand holiday" to promote traditional culture

Clothing has a natural connection with culture. It is an emotional pmission and cultural choice.

Consumers buy clothing products, not only choose the style and fabric of clothing, but also choose the cultural connotation of clothing.

Many consumers choose the red bean brand based on clothing, which is based on her recognition of classics and inheritance, reputation and word-of-mouth.

Traditional culture is the national foundation of a country with strong charisma and cohesiveness.

National strength is not only reflected in the economy, but also in the national quality, cultural development and moral sentiment.

As an important part of the society, enterprises should also contribute to cultural heritage and social responsibility while creating wealth for the national economy.

In order to build China's first cultural brand, in the Seventh Festival of the Seventh Festival in 2001, the red bean group launched the concept of "brand holiday" and launched a "red bean and Acacia Festival" every year. By advocating China's "Valentine's Day - the seventh day of Acacia Festival", the cultural brand attribute of red bean is stronger and stronger, and it further promotes domestic and international popularity.

In May 20, 2006, the seventh day of the Seventh Festival was approved by the State Council as the first batch of national intangible cultural heritage list. Red beans were encouraged by the successors and propagators of traditional culture.

The bean group invested a lot of money every year, through poetry recitation, folk forum, pen, party, variety, garden, love songs competition, poetry collection, love story competition, 200 thousand awards to find contemporary Wang Wei, the collection of the most beautiful love stories and other forms, and carried out activities throughout the country, and spread through the mainstream media at all levels, combined with the development of the times, put the new "era element" to the Seventh Festival of the former farming civilization, extending and enriching its cultural connotation, creating "Chinese Valentine's Day", trying to excavate and expand the cultural and spiritual connotation of the traditional festivals, and using practical actions to protect, inherit and revitalize the traditional Chinese culture. The famous poet Yu Guangzhong has been praised as "red bean resistance rose". From 2001 to 2016, red

From the beginning of the red bean people's initiative and persevering, and now become "our holiday", red bean Qixi Festival has gradually been loved by the masses and sought after by young people.

Zhou Haijiang, chairman of the board of directors of the red bean group, believes that under the impact of a large number of western festivals, the red bean is meant to make the old Tanabata Festival return to the life of the contemporary Chinese people, giving the traditional culture the characteristics of the times, so that cultural self-confidence can take root.

Independent innovation: half of the "red bean" brand is technology.

If brand culture is not supported by technological innovation, it is essentially an empty slogan.

If the enterprise only does superficial cultural homework and does not put the brand culture into practice, consumers will only accept the brand marketing in form, stay at the level of deficiency, and can not accept it from the heart.

Therefore, the red bean people have been adhering to the following: only independent innovation can have their own brand, half of the brand is technology, and the other half is culture.

2017 China International Clothing and Accessories Fair (CHIC 2017) opens in Shanghai National Convention and Exhibition Center.

Red bean group's clothing brand - red bean men's clothing and red bean home stunning appearance

The red bean group has attached great importance to technological innovation for a long time.

In the early stage of enterprise development, the red bean group set up a technical department, and developed a large number of best-selling products such as B shirts, nylon shirts, nurse shirts, pearl shirts, snowflakes and so on. In 1988, the sweater launched for red beans won the first pot of gold and laid the foundation for the national market.

In continuing to explore and implement brand innovation, the red bean group has continuously improved the technological content of its products, from the cotton knitted ironing T-shirt to the milk silk T-shirt to the carbon fiber healthy thermal clothing, and has successfully developed new underwear materials such as bamboo fiber, corn fiber, milk yarn, air conditioning fiber and so on. It is environmentally friendly, comfortable and healthy, and has been walking in the forefront of the industry's technological innovation products.

Red bean men's clothing was held in 2007 from the establishment of the pformation and upgrading conference to the formation of the new intelligent store in 2016. Many stores opened in 2015. In 2016, the advent of two intelligent stores in Lishui and Wuhan marked the entry into the age of wisdom.

Red bean men's clothing in Lishui shop first intelligent test room and fitting mirror two smart equipment, the use of virtual reality technology, integration of technical resources and customer demand information, provide one-stop intimate fitting service.

2017 at the clothing fair, the red bean men's clothing is also integrated into the science and technology, functional fabrics, pfer the focus to the essence of the product, simplify the interpretation of light fashion, and use VR glasses for the first time to display the store display, so that consumers can feel the 3D super sense visual experience brought by the "focus" display without going to the scene, and display the unique design of the red bean menswear brand in all directions.

Red beans home in 2014 launched a new generation of "soft warm" underwear - red bean paste, with its super high quality to achieve good market reaction, then continue to deepen the essence of products, research and development of "red bean flannel super moisture absorption and heating function fabrics", obtained invention patents, and pushed the technology of products to the extreme.

In 2017, red bean focused on consumer health and complained about pain, and extracted yew fiber from Taxus chinensis var. mairei, and made the antibacterial and healthy functional fabrics of Taxus natural regeneration cellulose fiber (high tech product identification number: 160205G0256N), and developed antibacterial and bacteriostasis fabrics which were higher than the national standard requirements. The experiment proved that after 50 times of washing, the inhibition rate of yew fabrics was still more than 80%.

In 2016, red beans applied for 317 patents, covering textile and garment, rubber tires, biomedicine and other large group industries, including 114 invention patents, an increase of 63% over the same period in 2015.

As a national patent pilot enterprise, the red bean group has applied for hundreds of patents over the years, and has accumulated more than 2000 patents, and has been granted advanced patent units by the State Intellectual Property Office.

The red bean has a cultural background.

Introspection, win by "love", inherit culture with thanksgiving, especially focus on the feelings and experience of customers, not only promote the technological development of China's clothing industry, but also make the best interpretation of red bean "family culture", "emotional culture" and the real needs of consumers. In the hearts of red beans, self innovation is not only a technological pursuit, but also a responsibility.

A truly Centennial enterprise is not based on commercial propaganda, but based on its profound cultural connotation and technological innovation, social responsibility and business ethics.

The establishment and maintenance of brand is only the starting point of growth. In the course of enterprise's reinforcement, only by deepening the product and service can we create a national brand and spread Chinese culture. We should strengthen intellectual property protection, patent research and development, and break through the plight of brand internationalization to become the "red bean of the world".

The national, world and national culture has strong vitality and endless dissemination power.

With the foundation of the national culture flowing in the blood, we should bear in mind the R & D innovation in the thorax, stride forward and strive to move forward, and not hesitate to achieve the goal of a hundred years' multinational enterprises.

For more information, please pay attention to the world clothing shoe and hat net information report.