Hengyuanxiang's first Chinese old name idea woven into an Olympic project

Chen Zhongwei, Deputy General Manager of Hengyuanxiang Group and Head of Olympics Project Department

When the time-honored brand enters a new era

"Heng Yuan Xiang, Yang Yang Yang" has long been familiar to us. It has also saved a company and has also achieved a brand. On December 22, 2005, after Heng Yuanxiang became a sponsor of the 2008 Olympic Games in Beijing, the slogan that had been used for 10 years suddenly changed to “Heng Yuan Xiang, a cow, a cow, and cow”.

In an expert consultation meeting for Heng Yuan Xiang’s advertising face change, the experts pointed out that the sustainability of the brand lies in the persistence of advertising, and the words “Heng Yuan Xiang and Yang Yang Yang” associate the word “Heng Yuan Xiang” with “Sheep”. To make it not only represent the cashmere thread, but to link its brand with the sheep industry that symbolizes "auspiciousness and blessing", and it has extended the Hengyuanxiang brand extension.

In the new advertisements, the use of "cattle, cattle, and cattle" may reduce the correlation between Hengyuanxiang and the sheep industry and cause a certain degree of misunderstanding.

However, Heng Yuanxiang's brand consultant, Ding Xiuwei, disagreed with this statement. He said that ten years of perseverance reminded everyone of Heng Yuanxiang, but along with changes in the external environment of the society, Hengyuanxiang’s original positioning and branding concepts are already obsolete. Although the old name has a profound cultural heritage, but it also means "old", if Hengyuanxiang's brand is not updated, only one year a year old.

Ding Xiuwei said that a customer survey conducted by Heng Yuanxiang showed that many young consumers believe that the “Heng Yuan Xiang” brand image is a responsible man over 45 years of age. The company changed its slogan to “cattle, cow, cow” and wanted to retain the youngsters between 30 and 40 years old who had the fastest loss of Hengyuanxiang and the company’s development needs.

Sponsorship of the Olympic Games is an opportunity for a brand to grow. It is also an inevitable move for a society to adapt to the development of a brand while persisting in the tradition. The change of slogan is only a manifestation. Heng Yuanxiang chose such a rare opportunity for the Beijing Olympic Games. Through many in-depth efforts, the good intentions of injecting fresh vitality into the old brand of nearly 80 years are obvious and understandable. honourable.

When domestic companies involved in Olympic sponsorship wanted to use the Olympic platform to push themselves into the world, Heng Yuanxiang made it clear that it will not officially enter the international market until 2012. When Chen Zhongwei, deputy general manager of the Hengyuanxiang Group and head of the Olympics Project Department, was interviewed by our reporter, the answer to this question was to see a humble, pragmatic and well-established Heng Yuanxiang:

“The internationalization of a company is not a simple matter. Internationalization refers to whether there is a brand of yours in the memory of the global consumer. What position did your brand occupy in the international market? Supported only in the market share of a country? The global market is clearly unrealistic. Heng Yuanxiang’s current business focus is still in China, and it is too early to talk about the internationalization of the enterprise. However, at the 2008 Olympics, global consumers will learn about the massive amount of Chinese information through the broadcast of the Olympic Games. After that, the internationalization of Chinese companies will also be greatly accelerated."

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Hengyuanxiang Company Profile

In 1927, Shen Laizhou teamed up with others to open a "Hengyuanxiang Rayon Plush Line" at Fuzhou Road.

In 1939, Hengyuan Xiang Weaving Factory was established.

In 1978, “Heng Yuan Xiang” resumed its store name “Heng Yuan Xiang Xiang Rong”.

In 1988, Shanghai Hengyuan Xiangrong Line Store registered "Hengyuanxiang" as a trademark.

In November 1996, the "Heng Yuan Xiang" Cup China Olympic Children's Art Competition was launched across the country.

On August 1, 1997, Shanghai Hengyuanxiang Co., Ltd. spent 25 million yuan on the CCTV to broadcast a five-second banner advertisement for "Heng Yuan Xiang Yang Yang Yang."

In February 2001, Hengyuanxiang (Group) Co., Ltd. was formally registered and announced.

On October 12, 2004, the Hengyuanxiang Kochori Tibetan Antelope Ambulance Center, established by the Hengyuanxiang Group, was officially opened.

On December 22, 2005, Heng Yuanxiang officially became a sponsor of the Beijing 2008 Olympic Games.