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    Promote Value Marketing, And Build Longteng Jiuzhou Special Exhibition In Tianhe Airport, Home Of Hailan

    2024/4/24 19:06:00 3

    Hailan Home


    On April 15, Hailan Home, a subsidiary of Hailan Group Co., Ltd., a vice-chairman unit of China National Garment Association, made a shocking debut at Wuhan Tianhe Airport in the unique exhibition of Longteng Jiuzhou. Xiong Xinwen, Deputy Secretary of the Party Committee and Deputy General Manager of Hubei Airport Group Co., Ltd., Zhou Lichen, Secretary of the Party Committee and Chairman of Hailan Group, Zuo Xiaoping, Deputy Secretary of the Party Committee and General Manager of Wuhan Tianhe Airport Co., Ltd. and other leaders attended the opening ceremony.

    Hailan Home, praise 1057

    This move is not only the extension and upgrading of the brand, but also the innovation and expansion of the airport business model. Through cooperation with the airport, Hailan Home will be able to reach a wider audience and enhance brand awareness and influence. At the same time, it also provides passengers with a more diversified experience, creating a richer and unique business value for both the brand and the airport.




    Innovative airport marketing

    Experience art exhibition at the airport


    With the development of the market, the airport, as an important portal of the transportation hub and commercial center, Hailan Home is also constantly iterating and improving the airport marketing strategy to maintain its effectiveness in the competition.

    Airport marketing is characterized by high cost, but thanks to its high flow and high consumption power, many airport businesses have been the focus of many luxury brands. With the increasing number of air passengers, the scale of the airport retail ecosystem market is also expanding. According to the research report on the retail market of Bezex Airport, the scale of the global airport retail market will reach 353.43 billion yuan in 2022, and is expected to maintain stable growth in the future.

    The high traffic advantage of the airport has brought a large number of potential consumers to the brand, and it also provides a good opportunity for the brand to display its image and promote new products. However, it is undeniable that the current consumer market is undergoing profound changes, and the limitations of the traditional airport advertising methods are increasingly prominent. In the new era, there must be new marketing strategies.

    We analyzed the marketing strategy of Wuhan Tianhe Airport, the home of Hailan, and provided new ideas on how to create a new scene in the airport ecology. Facing the challenges and opportunities of airport marketing, the action of Hailan Home has undoubtedly set up a new case for the industry.

    First, the T2 terminal of Wuhan Tianhe International Airport was put into use in 2008, with a designed throughput capacity of 13 million people per year. However, with the rapid development of Wuhan's civil aviation industry, the capacity of T2 terminal is "stretched to the limit". In 2021, the reconstruction project of T2 terminal of Wuhan Tianhe Airport will be officially launched, and 12 intelligent systems, 112 sets of self-service equipment and a composite business district integrating catering, retail and other functions will be introduced.


    Hailan Home, like 2085

    Hailan Home x Wuhan Tianhe International Airport new T2 terminal


    The T2 terminal of Wuhan Tianhe International Airport, which was reopened on April 15, is a brand-new airport terminal of high quality. Hailan Home has also built this humanistic airport into a museum like theme exhibition space.

    Entering the terminal, you will find that what Hailan Home wants is not only an update of billboards, but also a subversion of the traditional airport experience. From the middle of the terminal hall to the departure floor, from the corridor on the arrival floor to the baggage claim, Hailan Home has always expressed its interpretation of art and fashion.

    The presentation of the exhibition scene like an aesthetical scroll shows the innovative spirit of Hailan Home incisively and vividly. In every layout of the airport, we can feel the brand's innovation of traditional display methods and enthusiasm for innovation.

    This impressive display is not only to attract eyeballs, but also to stimulate cultural resonance, so that more people can deeply understand the fashion innovation and cultural connotation of Hailan Home.


    It is worth mentioning that for all the passengers who arrived on the first flight on April 15, Hailan Home has specially customized a commemorative gift box - Wuhan Urban Elements (Yellow Crane Tower) Metal Cultural Creation Bookmark+Hailan Home Longteng Jiuzhou Series T-shirt. As a national brand that goes deep into the lives of Chinese people, Hailan Home, with its profound brand heritage, makes people feel the respect and care of the brand for every consumer in this era that pays more attention to the sense of life rituals.



    Hailan Home, together with Wuhan Tianhe International Airport, transformed marketing into an art exhibition with cultural connotation, which is not only a commercial cooperation, but also an innovative marketing exploration. This move not only improves the brand image, but also strengthens the brand communication power and national goodwill.


    "Longteng Jiuzhou" is more than T-shirt

    Hailan Family deeply inherits oriental aesthetics


    With the increasing attention of oriental aesthetics in the world, local enterprises should maintain a unique perspective in respect of traditional culture, inheritance and innovation of oriental aesthetics.

    On the one hand, consumers' enthusiasm for oriental aesthetics reflects a kind of cultural self-confidence. With the rise of China's economy and the deepening of globalization, more and more people begin to recognize and appreciate our national culture. Oriental aesthetics is the embodiment of this cultural self-confidence.

    In the marketing strategy of Wuhan Tianhe Airport of Hailan Home, the main exhibit is the Longteng Jiuzhou series, which is a new product launched by Hailan Home this season. It aims to deeply explore and refine traditional cultural elements, and convey a profound historical heritage and unique cultural charm.


    Hailan Home, praise 1110

    The core IP of this series is all from the inheritors of intangible cultural heritage and national style artists. Whether it is a seal of Helan Stone's seal cutting technology, a paper-cut art of riding on the clouds and raising the head and bristling the mane, or a national style painting with elegant artistic conception, Hailan Family gathers masterpieces, demonstrates dragon shapes and various forms through clothing, and inherits Chinese culture with exquisite craftsmanship, Pay homage to traditional crafts and endow Chinese totem with beauty.


    On the other hand, as a national brand, Hailan Home actively uses its own resources and advantages to inherit and activate the flow code of oriental aesthetics. Longteng Jiuzhou series is a new attempt in inheriting and innovating oriental aesthetics.

    The product design of this series skillfully integrates traditional elements and modern aesthetics, and takes Zeng Shunxi as the youth spokesman of Hailan Family, fully demonstrating that Chinese traditional art can also be integrated into the life of modern young people. Such products have undoubtedly won more attention for Hailan Home and provided new channels and ways for the spread of oriental aesthetics.


    Hailan Home has been deeply committed to the inheritance of oriental aesthetics for many years. With the brand concept of "creating vibrant clothing", it has created a series of national style products with Chinese traditional cultural characteristics, such as "making a big fuss in the Heavenly Palace", "imitating nature" and so on. This continuous exploration and open attitude not only enrich the brand's product line, but also bring consumers more diversified choices.


    In addition, Hailan Home has invested more than 100 million yuan in research and development to build a cloud clothing laboratory (HLA LAB) with cultural connotation. From the history and evolution of Chinese traditional clothing, it carries out research on Chinese traditional colors and applies the research results to the research and development of modern clothing.

    Therefore, the reason why Oriental Aesthetics can trigger wave after wave of consumption boom is the two-way rush of consumers and brands. Consumers' enthusiasm for oriental aesthetics reflects their cultural self-confidence and love of traditional culture. The brand side, such as Home of Hailan, has won more consumers' love and trust by inheriting and innovating oriental aesthetics and activating traffic passwords.

    With the rapid penetration of oriental aesthetics into the daily lives of more consumers, local brands should integrate and innovate Chinese traditional culture and modern fashion like Hailan Home.

    Admittedly, perhaps for any consumption boom, the bubble will eventually disappear, but what Hailan Home shows us is to help the national scientific and technological development, to promote the innovation of traditional Chinese culture, and to fully demonstrate the strength and confidence that Chinese brands should have. This responsibility is the core of becoming a leading brand in China.



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