In Hongdou, culture and brand, culture and enterprise have become inseparable and indistinguishable from each other. They form a strong cultural tension and make Hongdou develop fissionally. The cultural tension of Hongdou is manifested externally as brand culture and internally as corporate culture.
"Red beans grow in the South. How many branches will grow when spring comes? I hope you will pick more. This is the most loved thing." If a product wants to sell well, in addition to good quality and style, it must also have a good name. It is from this simple idea that the poetic cultural brand Hongdou was born.
And with the continuous development of the enterprise, Hongdou's awareness of the brand continues to improve. They believe: "Big bosses in big markets, small bosses in small markets. If there is no market, they will go bankrupt. What represents market share is the brand." It is the persistent pursuit of the brand that makes Hongdou not just stay on that poetic cultural trademark. , but to continuously enhance the cultural content of the brand.
In order to make Hongdou truly become an international famous brand and give brand culture and personality, since 2005, Hongdou has strengthened the design strength of its products and improved the taste of its products. On the other hand, it has specially invited famous brand planning companies. Brand-new packaging of Hongdou brand and introduction of new corporate image. Hongdou’s new CIS corporate identification system has made comprehensive changes to the original aspects that were not suitable for internationalization.
Hongdou also strengthens the protection of brand trademarks and expands brand promotion. They have registered trademarks in 34 categories and 8 categories of service products, and have completed trademark registrations in 54 countries and regions. Up to now, Hongdou has registered more than 300 trademarks, including more than 300 protective trademarks. It was the first country in the country to set up a trademark department to manage and maintain trademarks. "Hongdou" has been rated as one of the earliest well-known trademarks in China, the favorite consumer brand of Chinese youth, one of China's top ten cultural brands, etc.
The cohesion of an enterprise is the fundamental driving force for its development. How to enhance the cohesion of an enterprise depends on corporate culture. Over the years, the "emotion" culture has been the main tone of Hongdou's corporate culture and the core competitiveness of the company. At the same time, on this basis, it has been sublimated into the "Hongdou" spirit of "integrity, innovation, dedication and excellence".
Hongdou also sublimates corporate culture into traditional national culture. In response to the negative impact of foreign cultural impact, Hongdou linked the corporate brand culture with the Chinese Valentine's Day, when the Cowherd and the Weaver Girl meet on the Magpie Bridge, to create a Chinese-style Valentine's Day. Since 2001, Hongdou Group has raised the banner of Hongdou Lovesickness Festival, which has aroused strong repercussions at home and abroad.
In June 2001, the first Hongdou·Qixi Festival pen conference co-organized by Jiangsu Provincial Writers Association and Hongdou Group *** was held in Wuxi. The famous poet He Jingzhi said: Hongdou creates the Chinese people’s own Valentine’s Day ——"Hongdou·Qixi Festival", this thing is very promising, I agree! Because it is not only the lovesickness of the Cowherd and the Weaver Girl, but also includes family affection, friendship, etc.
On the second Chinese Valentine’s Day, love and culture connect the two sides of the Taiwan Strait. A poetic saying by Taiwanese poet Yu Guangzhong attracted more people's attention to "Chinese Valentine's Day" and "red beans". He said that the Chinese Valentine's Day Red Beans and Chinese Valentine's Day are "using red beans to resist roses." When Valentine's Day in the West becomes a mainstream holiday that young people pay attention to and pursue, how can the broad-minded Chinese culture use it to entrust and promote loyal love and harmonious love? On Chinese Valentine's Day that year, seven couples from Taiwan met in Wuxi. The oldest couple among them was a 77-year-old husband and a 65-year-old wife. Couples from Taiwan and lovers from Wuxi learn to make river lanterns together. They sit on the "Ancient Canal" cruise ship and put off river lanterns together while talking, expressing their longing for each other from the same clan. [ ]
In the past 14 years, Hongdou Group has held various activities through poetry recitals, Qixi Festival folklore forums, 200,000 grand prizes to find contemporary Wang Wei, collections of love stories that touched China, and evening parties, etc., through CCTV The spread of mainstream media such as Jiangsu TV and Jiangsu TV, combined with the development of the times, has injected modern and fashionable elements into this Qixi Festival, which originally belonged to farming civilization. In this regard, Zhou Yaoting, the initiator of Hongdou·Qixi Festival and chairman of the board of directors of Hongdou Group, said that the persistence of Hongdou for more than ten years has resulted in the return of a traditional national festival. This result is more gratifying than anything else.
In the future, Hongdou will continue to hold Hongdou Chinese Valentine's Day activities, turn it into a brand, and continue to promote Hongdou's corporate culture and Chinese national culture.