Half Of The Famous Brand Is Culture

The key to building a brand should have two major contents: one is the technical content, the other is the cultural content.

Once a Taiwanese professor came to visit Red Bean and saw the words on the wall of the workshop - "Half of the famous brand is culture", so he asked me, what is the other half of the famous brand? I said technology. Technology and culture together constitute two indispensable factors.

What is technical content? For example, good designers, good operators and good equipment are all included in the technical content of the brand. What is culture? I made an analogy. If we go to a roadside restaurant to eat a dish of vegetables, it may be 5 yuan. If we go to a five-star hotel, it may be 50 yuan. Five yuan is for quality, and 50 yuan is for culture. If you were asked to pay 50 yuan to eat a plate of vegetables in a five-star hotel 20 years ago, you would certainly not like it, but you might eat it today 20 years later, because there is a cultural enjoyment in it.

With the improvement of people's living standards, they have higher and higher cultural requirements for brands. If Chinese brands only say that the quality is good, I am a brand. That's not right. You should also inject culture. For red beans, how is this culture infused? It is said in Wang Wei's poem that "red beans are born in the South, and a few sprouts come in spring".

How can we carry forward this brand? In 2001, we started to build the Tanabata Chinese Valentine's Day. At that time, people didn't accept it. How did Red Bean think of it? As we all know, it is said that the Tanabata is the day when the Cowherd and the Weaver Girl meet. We say that the Cowherd and the Weaver Girl are the best legends, and love is very pure.

From our registration in 2001 to the promotion of the seventh day of July every year, we have fully blossomed in the last two or three years, and the whole country has begun to celebrate China's Valentine's Day. Therefore, among the 30 most popular festivals in the past 30 years, there is a place for our Chinese Valentine's Day. What's more, the 30 festivals are basically promoted by the government, and only one festival is promoted by enterprises. This is the Chinese Valentine's Day, which is promoted by our Red Bean Group.

Why should we push this Valentine's Day? This platform is intended to promote Chinese traditional culture, promote healthy love concept, and inject cultural content into our brand.

With the passage of time, the development of China's economy, and the company's annual promotion of Tanabata Valentine's Day, the cultural content of the red bean brand is getting higher and higher. This brand is not only our Chinese people, but also the whole East, and even the world.