Heng Yuanxiang Brand Director Ding Xiuwei analyzes his advertising face

“Heng-yuan-xiang, sheep, sheep, and sheep” simply saved a company and achieved a brand. A few days ago, Heng Yuanxiang became a sponsor of the 2008 Olympic Games in Beijing. The child voices of “sheep, sheep, and sheep” were transformed into “cow, cow, and cow”. Whether or not Heng Yuanxiang sponsored the Olympics was really a “cattle”. At the advertising level, it has caused quite a lot of waves in all walks of life.

"Heng-Yuan-Xiang, Yang, Yang, Yang". This repeated repetition of the word "Sheep" has created a new way of advertising. It is called the "Heng Yuan Xiang model." As a result, Heng Yuanxiang's slogan was used for 10 years, and the lovely Tong Yin "goat, sheep, and sheep" became the memory of Heng Yuanxiang's advertisement.

A few days ago, since Heng Yuanxiang became a sponsor of the 2008 Beijing Olympics, these three voices have become "cow, cow, cow". Once the advertisement was broadcast, various arguments rose. Is Hengyuanxiang's "tampering" of the original advertisement a continuation of classic creativity or is it a deviant selling from the brand? In this regard, Heng Yuanxiang brand director Ding Xiuwei "bull gas" full.

Ding Xiuwei believes that the success of the Hengyuanxiang brand has a huge correlation with its advertising success. Before ten years ago, advertising was not as intensive as it is today. At this time, Heng Yuanxiang began a famous tour and gave Heng Yuanxiang a chance to grow.

Ding Xiuwei said that about 10 years ago, Heng Yuanxiang began to put TV commercials on television. At that time, the smallest advertising unit was 15 seconds at a time. Heng Yuanxiang's boss Liu Ruiqi got a few pieces of cardboard, cut the little girl's head representing Heng Yuanxiang's image and "Heng-Yuan-Xiang, Sheep, Sheep, and Sheep" into 6 characters, and made a simple animation. Every 5 seconds, he can read two. All over "Heng-Yuan-Xiang, Sheep, Sheep, and Sheep," a television drama was broadcast and repeated six times. Later, Heng Yuan-Xiang made a 5-second advertisement in CCTV and succeeded. It was precisely because of the simple repetition of Hengyuanxiang's advertising, which left a deep impression on the audience, making the Hengyuanxiang brand quickly penetrate the hearts of the people and quickly became the first brand in the domestic wool industry. In 1990, Heng Yuanxiang took out 180,000 yuan to start advertising. At that time, many people did not understand Heng Yuanxiang's measures. In 1991, Hengyuanxiang's advertising cost price reached 330,000 yuan, and continued to soar. It was 4.18 million yuan in 1993, 13.03 million yuan in 1994, and 20 million yuan in 1995. By 2005, Hengyuanxiang's advertising quota had exceeded 100 million yuan. Heng Yuanxiang used a slogan to change from a small cashmere shop into a woolen brand that raised 1,500 millionaires nationwide and became a wool brand with a national awareness rate of 96%.

Ding Xiuwei pointed out that the success of the slogan "Heng-Yuan-Xiang, Yang, Yang and Yang" lies in the fact that it cleverly links the three words "Heng Yuan Xiang" with the cultural heritage with the "Sheep" and makes it It not only represents the cashmere thread, but also links its brand with the sheep industry that symbolizes “auspiciousness and blessing”, which has extended the Hengyuanxiang brand extension. Therefore, it was once recognized by the advertising industry as one of the most influential slogans in China.

In 2005, when Heng Yuanxiang became a sponsor of the 2008 Olympic Games in Beijing, Heng Yuanxiang began to appear on CCTV with the image of “cow, cow, and cow”. At the same time, Heng Yuanxiang's “cattle, cattle, and cattle” caused no small reaction in the advertising industry and the entire consumer and dealer level. From the "goat, sheep, sheep" to "cow, cattle, cattle" advertising face, no doubt may make the Hengyuanxiang and the sheep industry's degree of relevance reduced, resulting in a certain degree of understanding of the deviation. Many people in the industry are concerned that this may cause Heng Yuan Xiang's advertising accumulation effect to be lost for decades.

Ding Xiuwei said that Heng Yuanxiang’s advertising has now changed face. There are many reasons. A consumer survey shows that many young customers believe that the "Hengyuanxiang" brand image is a responsible mature man over the age of 45, and the aging of the brand has become a prominent issue. Although the brand image of the old brand has a profound cultural heritage, it also means a crisis. If Hengyuanxiang’s brand image is not updated, it will only be a year and a year old, so Heng Yuanxiang urgently needs to inject a new kind of vitality.

Ding Xiuwei pointed out that "Heng-Yuan-Xiang, Niu, Niu and Niu" is a young family that targets its target customers between the ages of 20 and 40. Its brand theme also shows the chicness of this era. For a new generation of consumers, whether they can accept the phrase "Heng-yuan-xiang, sheep, sheep, and sheep" is related to the stability of Hengyuanxiang's customer base.

Ding Xiuwei added that we have always had such an idea and we hope to establish the Hengyuanxiang brand in the Olympic Games. He once said in 1995 that the stadium of the Olympic Games is not only a stadium for sports competitions, but also an arena for market brands. If the Hengyuanxiang brand and the Olympics brand stand on the same level, it means Hengyuanxiang has a new starting point.

Ding Xiuwei pointed out that the time-honored brand of Hengyuanxiang, an old brand, is facing a crisis of rapid aging of slogans. It is the nature of human beings to be refreshed and old, and the insistence of “a few days as one day” reminds us of Heng Yuanxiang. After 10 years of advertising for “goat sheep”, is it still possible to continue playing indefinitely for another 10 years? Facts have proved that with the passage of time, Hengyuanxiang's original positioning and brand concept have become obsolete with changes in the external environment of society.

Ding Xiuwei said that many people agree with Heng Yuanxiang this change. “Buffalo, cattle, and cattle” set the target customers to the youngest people between the ages of 30 and 40 that Hengyuanxiang lost most quickly and the company’s development needs to catch. All the brand themes are highlighted by this generation. The concept of "cool", "domineering", "cheerful" and other personal respected. In the northern region where Hengyuanxiang mainly sells, new slogans have won recognition from many young people.

Ding Xiuwei believes that the brand is like a person and must have its own core values ​​and beliefs. The problem with branding is how advertising actually uses creativity to impress consumers and build awareness and recognition of the brand. “Buffalo, cow, and cow” embody the achievements of Hengyuanxiang in the course of many years of wind and rain. “Buffalo, cow, and cow” are used to express a sense of pride.