November 21, 2008 by the 21st Century Business Herald, INTERBRAND sponsored by the “fourth best Chinese brand-building case named” Marco Polo Shenzhen hotel held a good day. The photo shows the Shanghai Bai grass-Cosmetics Co., Ltd. General Manager Dr speech.
DR: My friends, good afternoon everyone! It is a great honor in this kind of occasion, such a platform can be combined with grass-Pak brand development process, and we explore some of the brand-building marketing aspects of the experience. Bai grass-We all know that China is an emphasis on the elements of the brand, we sit in one of China’s brand forum, and we are honored to be able to communicate in Chinese brands. Today, I speak of is the design theme of the cultural achievements of the brand to create value, may focus on brand-building marketing which is a very important point is that the design, design and brand relevance between what in the end, brand-building in the end be able to bring positive Significance.
I started today on association between the brand and design, I would like to introduce our new products, this product is a grass-hundred over the past decade with China to build elements of the Chinese fashion brand cosmetics, or on behalf of the Chinese standard, Want to internationalize the operation of China’s brand is very typical of the original product, this is the tai chi patterns, we think that the Chinese culture, then it is our basic function and cosmetics and cleaning combined with moisture from this kind of intuitive design, we Can think of many elements, such as Chinese culture, the concept of tai chi, the concept of yin and yang, fashion, is unprecedented, at the same time there are a lot of connotations, this is a product we want to express the concept. Design, how to embody this concept, first of all in shape, we combine the traditional Chinese culture, some of the ideas to shape the design of our products, compared with a Tianyuandifang bold use of the concept of the product through the concept of modeling in the form of better interpretation of . We use products that are relatively circular containers, and a square outside the shell, so that the use of Chinese Tianyuandifang the concept of a better interpretation of the brand and enhance the content. At the same time, cosmetics, after all, is a stylish, modern products, so we look at the materials as well as the design, the use of relatively bold fashion elements, more modern materials, timber. Color in the design, we have broken through the simple Tai Chi is a simple black and white, the grass-Pak brand is a natural delivery, and delivery of such a concept of Chinese herbal medicine brands, the colors in the design, but also to get into the green, Using a sophisticated brand of Green contains black and white, so we put the products to Chinese traditional culture and modern style of interpretation means perfect, on the composition of such a tai chi mud, very Have the honor to tell you just said in September Chen Zong Bai grass-brand log in Paris, France, this tai chi in the mud in the first month of sales among the nearly 2,000 stores in all skin care products which we SK2 goods sales alone top five Therefore, this product is a grass-Bai in the brand culture, brand design, we were very successful.
Talked about so much, I have spoken today to return to the theme, design and brand-building links between consumer brand awareness is the first sensory awareness, advertising, products, end-sensory information to the understanding of the brand And awareness, which has been fundamental to the brand impression that this is the first to the second article of the natural evolution of the brand managers in the design of the packaging and brand advertising, also hope to pass through the design of the brand positioning, brand and even the connotation of the Culture, if these two can be combined with the natural and relatively fit, I think the design is bound to be successful and the perfect design.
I do tai chi, through the case referred to the design and brand relevance, we have to return to the grass-Pak brand up, I would like to Bai grass-brand design process and talk about grass-Bai in the design and brand-building among Specific. Bai grass-brand positioning, and describes the vision is very delicate, with China’s traditional Chinese medicine theory, into a modern Chinese herbal medicine expert personal care brands, has also become fashionable consumer goods on behalf of the Chinese and eventually enter the international market. According to all the brand positioning, brand and the brand vision connotation can be extracted from these elements, these are all elements of the design work to be passed on to consumers, Chinese culture, fashion, professional, Chinese herbs, fresh and natural health, introverted, which Everything from brand management say that among the sample of some of the language, the design is the work of what is to market the brand managers want to show abstract language, there are a number of ways of transmission of visual images to consumers, there are three more important channels . The first product packaging design, these are grass-Pak 10 years ago, just after the listing, is currently the main market, sales of packaging products, from which you can read some Chinese elements, some may be less, relatively speaking, does not seem fashion We also carried out tests to the international market, the internationalization of the elements is not enough, for example, the English logo is too small to see a lot of people do not know what is, after the brand. In 2008, we follow fashion brands and the restructuring of the international demand, we had a brand new package of adjustment, this package is listed in Paris, will be in the market in 2009, you can see on the form , LOGO, colors and patterns are some adjustments in China to retain elements of the core elements based on the increased internationalization and fashion elements in the product packaging brand management express request of the things that made the change.