Innovation And Lighting Red Beans And Sharing The World'S Red Bean Group To Participate In The First China Independent Brand Expo

In May 10th,

Its red bean home will join hands with the three well-known brands to represent Jiangsu in the first China independent brand Expo to show the charm of Chinese brand.

The Expo will be held at the Shanghai Exhibition Center on 2018, with the theme of "China brand world sharing". The exhibition will last for 3 days with an exhibition area of about 25 thousand square meters.

The Expo will show the achievements of China's independent brand development, expand the awareness and influence of its own brand, shape the soul of Chinese creation, and promote the construction of brand power.

Brand awareness let red bean bath fire "reborn"

Since the beginning of the red bean group, the leader has a natural sensitivity to the brand.

In 70s, the "lower knitting mill" period was due to the movie.

All over the country, the product was named "mountain flower" brand. This is the symbol and symbol of the initial awakening of red bean brand consciousness.

In 1983, Zhou Yaoting, the founder of the red bean group, took over the knitting factory under the predicament of Hong Kong, boldly reforms, and realized the miracle of taking office and turning losses into profits.

At that time, Zhou Yaoting thought that "mountain flower" is no longer an ideal brand name, and does not have a deeper cultural connotation.

After careful consideration, Zhou Yaoting was determined to combine the product name with national culture, and because of his location in Wuxi, he thought of Wang Wei's Acacia five thousand by the nearby Millennium red bean tree, and decided to name it with "red bean".

(red bean group)

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.

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

Red bean men wear the mainstream lifestyle, cooperate with Jingdong, use more high-quality platform to focus on brand, interpret Chinese men's emotion and create male image with texture; red bean home is "home culture" feedback to consumers, dedicated to category optimization, the highest cost performance, the best price for comfort; the yew Biotechnology is nurturing one side water and soil, and ecological industry development not only benefits the local environment greening and residents' health, but also combines biotechnology and clothing products to develop new antibacterial and high-quality thermal fabrics; general technology is listed in 2016, with a more rigorous scientific research degree and dedicated craftsman spirit to build high-end brand of national tires.

Red beans on the eve of the Seventh Festival 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.

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 2001, the red bean group launched the cultural concept of "brand holiday" and launched a "red bean Qixi Festival" every year. By advocating China's "Valentine's Day - the seventh day of Acacia Festival", the cultural brand attribute of red bean is becoming stronger and stronger, and it will further enhance 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.

(red bean men's wear high-speed rail title)

From 2001 to 2017, the red bean group invested huge amounts of money every year. Through the poetry recitation, folk forum, evening party, variety, poetry collection, love story competition and the 200 thousand awards, we searched for many forms of contemporary Wang Wei and the most beautiful love stories, such as contemporary Wang Wei, collecting the most beautiful love stories, and carried out activities throughout the country. Through the spread of the mainstream media at all levels, combined with the development of the times, we injected the new "era element" to the seventh day festival, which belongs to the farming civilization.

Zhou Haijiang, chairman and CEO 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.

Half of the "red bean" brand is technological innovation.

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

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 home store display)

From 2007 to 2016, the establishment of the new intelligent store was marked by the establishment of the pformation and upgrading conference.

The red bean men's clothing in Lishui shop first promotes the intelligent fitting room and the fitting mirror two intelligent equipment, uses the hypothesized reality technology, the conformity technical resources and the customer demand information.

2017 the red bean men's clothing is also integrated into the science and technology, functional fabrics, to shift the focus to the essence of the product. In 2018, the red bean men's clothing was rebuilt with wisdom, creating products with ingenuity, appearing on cloud storage rack, data screen and intelligent advanced customization, and staged a "Star Fashion blockbuster of wisdom and technology".

Red beans home in 2014 launched a new generation of "soft warm" underwear - red bean paste, popular, and then continue to deepen the essence of products, research and development of "red bean flannel super moisture absorption heating function fabrics", obtained invention patents, the characteristics of the product pushed to the extreme.

In 2017, red bean focused on consumer health and complained of pain, and extracted the yew fiber from the "giant panda" yew, and made the antibacterial and health care functional fabric of the natural regeneration cellulose fiber (high tech product identification number: 160205G0256N), and developed antibacterial and antibacterial fabrics which were higher than the national standard. After 50 times of washing, the antibacterial rate of the yew fabric was still more than 80%.

In 2018, the demand for wearing products has shifted from sexy to comfort. In 2018, the version technology has a decisive requirement for the comfort of the products. Red bean home is working with Japanese JASS to upgrade the version.

The red bean is introspection with a national brand with cultural details, wins by "sentiment", inherits culture with gratitude, pays special attention to customers' feelings and experiences, promotes not only the technological development in China's clothing industry, but also the best interpretation of red bean "family culture", "sentiment culture" and consumers' real needs.

In 2017, the red bean group completed the pformation of 60th anniversary pformation and upgrading, and 2018 will fully open the road of high quality development of pformation and development, which is a new starting point for the cycle of Jia Zi.

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 improvement, only by deepening the product and service can we create a national brand, spread Chinese culture and become the "red bean of the world".