The "Yang" of China grows stronger and stronger, Heng Yuanxiang realizes rapid expansion with its brand management strategy

"Sheep, sheep, sheep, Hengyuanxiang." Familiar advertising slogans make the Hengyuanxiang brand a household name, and brand-oriented product strategy also makes this old brand full of vitality.

At the end of last year, Hengyuanxiang Group became a sponsor of the 2008 Olympic Games in Beijing. On November 4th this year, it won the National Quality Award and became the only winner in the Chinese textile and apparel industry. It was also the first Chinese company to win the award with a brand operation model. .

From 2003, Heng Yuanxiang began to systematically evaluate the company's operating performance and improve the key processes. Like all outstanding companies, Heng Yuanxiang discovered the charm of the brand earlier. From a hundred square meters of cashmere shop on Nanjing East Road in Shanghai to a large-scale enterprise group with annual sales of several billion yuan, Hengyuan Xiang has grown from its brand.

Heng Yuanxiang's "age" is about 80 years old. Since 1991, Hengyuanxiang has made full use of the intangible assets of the Hengyuanxiang trademark by implementing a brand management strategy, mobilizing and combining social tangible assets, and achieving scale operation and rapid expansion. In implementing the brand strategy, Heng Yuanxiang discovered that the profits generated by hand-knitted yarns have been unable to support the development of a brand. In 1998, Hengyuanxiang once again made a major strategic adjustment and began to expand into home textiles, apparel, knitting, and daily chemical, and at the same time implemented a franchise with Hengyuanxiang characteristics.

For companies that run brands, the key is not the technology, style, and raw materials of the products, but the needs and choices of consumers. Therefore, the core task of Hengyuanxiang is to fully discover, create and satisfy consumers' needs.

Hengyuanxiang takes consumer demand as the direction, in the entire Hengyuanxiang consortium, from the management, subsidiaries, franchise factories to dealers at all levels, from procurement, design, production, inspection, sales to after-sales service. To repeatedly think about how to meet consumer needs and how to create value for consumers, always adhere to the concept of taking consumers as the starting point and consumers as the ending point.

Taking the R&D of new products as an example, Heng Yuan Xiang follows a brand-oriented product strategy rather than a product-oriented brand strategy. Heng Yuanxiang transformed all achievements including inventions and inventions and technological innovations into the style of brand individualization and differentiation, transformed it into the needs of consumers, and delivered the Hengyuanxiang brand, concept, and culture to consumers with products as the carrier. While satisfying consumer demand and creating value for consumers, it also brings continuous profits to the company and achieves outstanding operating performance.

Liu Ruiqi, chairman of the Hengyuanxiang Group, believes that even though too many companies on the market have won instant profits through price wars, the industry is easily destroyed and many innocent companies in the industry will suffer huge losses. loss. Only collaboration is the key to winning a business and the entire industry to achieve a win-win situation.