Rich Connotation, Extension And Extension, Red Bean Shaping National Brand With Chinese Characteristics

In 2001,

The group launched the cultural concept of "brand holiday", and began to create "red bean and Tanabata Festival". By creating "China's Valentine's Day", we excavated and expanded the cultural and spiritual connotation of traditional festivals, and used practical actions to protect, inherit and revitalize the traditional culture of the Chinese nation.

For the 18 consecutive year, the red beans and Tanabata Festival and the three joint CCTV hosted the seventh evening party to make the Seventh Festival a glorious Festival. In August 17th of this year, the red bean group still produced a full banquet feast of the seventh eve of the explosion. Apart from the exclusive title of CCTV's Tanabata evening meeting, the red bean Wan Hua City Tanabata evening party was held, and many activities such as the red powder honour meeting and the red powder open day were held, so that the national audience, especially the red ones, happily passed the sweet romantic festival.

Combining technology with culture, enriching brand connotation

As China

The only enterprise in the world is a trademark strategy implementation model approved by the State Administration of industry and commerce. The red bean group has developed from a small handicraft workshop in 1957 to a large enterprise with 12 subsidiaries and annual revenue exceeding 60 billion.

Diversification of clothing, rubber tires, biopharmaceutical and real estate development in four fields: from the official registration of "red bean" trademark to the "red bean" brand is known.

Over the past 60 years, the red bean group has developed into a large private enterprise group integrating research and development, manufacturing and Global trade.

Looking back at the development process of the red bean group, the enterprise always takes the creation of national brand as its responsibility, and takes "common prosperity and industry to serve the country" as its mission, and vigorously promotes brand building, and maintains, expands and deepens the brand.

"Creating a brand and creating a famous brand must first have a pleasant name.

We take the word "red bean" as the name of the brand from Wang Wei's poem "red bean Sheng Nan Guo".

Red bean, a poetic cultural brand, was born. An acacia poem passed through the ages has made invisible publicity for the group.

Qian Yajuan, Minister of Foreign Trade Department of Jiangsu red bean import and Export Co., Ltd.

With the continuous development of enterprises, the understanding of red bean's brand is deepening.

The persistent pursuit of red beans has enriched the brand connotation and promoted the technological and cultural content of the brand.

The size of an enterprise's technological content determines the size of its brand support.

In this regard, red beans in the enterprise has repeatedly set off a "technological prosperity" boom, efforts to enhance the brand value of red beans, and continuously injected new vitality into red beans.

Qian Yajuan said, "in the process of exploring and implementing brand innovation, red beans continue to improve the technological content of products, from cotton knitted ironing T-shirts to milk silk T-shirts to carbon fiber healthy thermal clothing, and successfully develop new underwear and T-shirt fabrics such as bamboo fiber, corn fiber, milk yarn, air-conditioned fiber and so on. Red beans have been walking in the forefront of the industry's technological innovation products."

Nowadays, pushing China's clothing and Chinese technology to the world has become one of the new development goals of the red bean. Therefore, the group has been actively seeking various kinds of access to the world.

The textile industry branch of China Council for the promotion of international trade organizes enterprises to carry out international trade and professional and technical exchange activities by organizing exhibitions and expositions in various forms of textile and apparel industry at home and abroad, and sets up a platform for enterprises to exchange and display brand culture. This also provides opportunities and ways for the group to show China's brand characteristics and charm to the world.

If the technological content determines the supporting power of the brand, then the cultural content embodies a brand's unique soul.

With its unique cultural accumulation, the brand has the continuity of time and space.

The "love" culture of red bean is the best illustration.

"In 2001, we launched the concept of" brand holiday "to create" China's Valentine's Day ". Every year, we launched a" red bean and Tanabata Festival "to excavate and expand the cultural and spiritual connotation of traditional festivals for 18 years.

Qian Yajuan is proud to say that today, this brand culture has been well known to consumers both at home and abroad.

"Going global" plan to expand brand extension

The reputation and reputation of a brand need time to accumulate. It is not easy to achieve overnight.

"Red beans start from underwear, develop to now have underwear, men's clothing, children's clothing, home textiles and many other categories. How to extend the cognition, acceptance and recognition of the red bean brand from a single underwear category to the whole category?" is the biggest problem faced by red bean at that time.

Qian Yajuan said when talking about the company's difficulties in brand building.

In view of the above problems, red bean has created different brands from different categories. Through the establishment of "red bean men's clothing", "red bean home", "red bean home textile", "small red bean children's clothing" and "red bean Wan Hua City" and other series of chain brands, they occupy the "mind" of customers in different fields, and form brand synergy, in order to expand the influence of the whole red bean brand.

It seems to be fruitful now.

In June 2016, the world brand laboratory released the list of China's 500 most valuable brands, and the red bean brand ranked 91.

But for red bean, this is not enough.

The goal of ormosia is to become a multinational brand and a world-class brand. The vision of red bean is the international market and global customers.

As an important window for the red bean group, Jiangsu red bean import and export limited liability company has the right of import and export since 1990, and its products are exported to many countries such as the United States, Canada, the European Union and so on.

In the future, we will continue to open up the European market, and let the red bean brand and the red bean products "go out" better, get out of the Chinese market, go to Europe and even the whole world.

Because different markets have different characteristics, there is also a big difference between market operation and brand promotion.

The brand development of our country tends to be younger with the European brand with a deep cultural background, a long history and distinctive brand characteristics.

This also means that Chinese enterprises must have good brands and famous brands if they want to enter the European market.

"In order to better enter the European market and make red bean truly become an international brand, the company constantly adjusts its product mix to conform to the high-end positioning trend in the European market, and is committed to developing high-end, high value-added clothing products.

This year, with the powerful function of the China Textile and clothing trade exhibition (Paris) and Paris international fashion dress exhibition, organized by the China Council for trade promotion, it will increase the exposure opportunities of the red bean brand in the European market and enhance brand awareness.

When it comes to the company's "going out" plan, Qian Yajuan confidently said.

According to the introduction, as early as 2007, the red bean group seized the opportunity of the state to encourage enterprises to "go out", and led the development of the Sihanouk harbor special economic zone of Kampuchea for ten years. Now it has become a model project of "one belt and one road" international cooperation and win win.

The red bean group also set up an office in Spain and hired foreign employees to improve its operational efficiency. At the same time, it constantly looked for European designers, hoped to achieve relevant cooperation, and excavated the combination of Chinese culture and local culture to form a distinctive brand label.

On the 17~20 day of September this year, the twentieth China Textile and clothing trade exhibition (Paris) and Paris international clothing and apparel Procurement Exhibition are about to begin. At that time, the red bean group will continue to show its high-quality products, brand new corporate image and brand characteristics.