Hung Hom, playing the beautiful new movement with China Red (Figure)

From the beginning of 2006, people suddenly discovered that the familiar Hung Hom store became more elegant and elegant. The original white tone was replaced by the new Chinese Red, and the grade was significantly improved. At the same time, consumers will be surprised to find that in addition to the old signs in front of the door, there are two new elements: a large, similar pattern on the left, and a line of English letters in the middle. In contrast, the right sign is not so obvious. In fact, behind the consumer's surprise, the Red Dragonfly is pushing the new space and plane image quietly and rapidly.

Reposition brand image

In order to further enhance the Hung Hom brand and expand the market share of Hung Hom in the secondary and tertiary markets, he has become a leading brand in the secondary market and a challenger in the primary market, eventually becoming a mass boutique brand, and Hung Hom has brand new image. Positioning. There are mainly three directions of innovation and breakthrough: Oriental culture, fashion feeling, and internationalization. The key to further concrete implementation is three points: the grasp of color elements, the grasp of natural cultural elements, and the establishment of international norms.

Use Chinese Red as the basic color

Grasping the color element is to regain the oriental color "China Red" as the basic color of the red dragonfly, and emphasizes and highlights it so that it becomes part of the brand element and forms the "patent" of the red dragonfly.

"Chinese Red" not only represents jubilation but also adds a component of national pride. Red is becoming one of the most popular colors. It is an element competed by major brands, and Hung Hom has the advantage in this area. It is now a good opportunity for further consolidation. “Oriental is the fashion”, and the oriental element is the “magic weapon” that Hung Ho wins in the domestic market. Towards the road to internationalization, it is also necessary to rely on the original Oriental features.

Grasping the elements of natural culture is to pick up traditional Chinese culture and elements of nature such as "ancient window", "Chinese knot" and "cultural stone". Through the appeal of natural culture, it has great appeal to consumers.

In the "innovation, breakthrough", the new image store on the basis of inheriting the advantages of the old store, a new interpretation of the Red Dragonfly brand, with new colors "Chinese red" and "beige", the new elements such as the screen , flower window patterns, metal shelves, cultural stones, etc., to create a rich and varied into the store experience, and firmly seize the "China Red" this popular color of the commanding heights. In addition, the new stores have also reduced regional cultural characteristics, and they want to squeeze into the mainstream aesthetic field.

Re-form VI standards

The establishment of international norms, the first is to re-form VI standards, such as the original Pinyin to English, that is, "REDDRAG é„„ ONFLY", and enhance its status, ready to use as a main sign in the future. The second is to raise the standards for creative design in space and advertising.

The main changes in the formulation of the new VI are the following: When the new logo is not fully registered, the old badge symbol will continue to be used as the main symbol at the current stage; the new English symbol “REDDRAGONFLY” will be used in stores, packaging, products, advertisements, etc. Full promotion; auxiliary graphics “window” is used as a decorative element; adjustments are made on the original fonts to create a more concise and stylish new font; based on the above changes, a new version of the office supplies system and instruction system and traffic application system are designed.

It is not difficult to find that the promotion of the new image is part of the strategy of “returning to zero” and “new business, new brand” of Hung Hom. Based on the innovation and integration of traditional Chinese culture, and breaking through regional limitations and market limitations, the new Hung Hom is gradually moving towards an international road.

Three years of breakthrough development from 2006 to 2008

From 2006 to 2008, it will be a three-year breakthrough in Hung Hom's brand and image development. In this crucial three years, relying on the rich “China Red” as the driving force for brand promotion, we integrated media, public relations, marketing, image endorsements and other three-dimensional communication methods to enrich the connotation of Hung Hom brand and strengthen Hung Hom. Commodity connotation, step by step, establish the emotional support of Red Dragonfly and “Chinese Red” and consumer groups, realize the new phased development of the brand image and spiritual connotation of Hung Hom, and achieve the goal of upgrading the brand equity and new image of Hung Hom. .

N reasons to choose China Red

Representing national brand traits

The evolution of Shang Hong's customs records the humanities course of China. From the red wall of Zhu Men to the child's personal apron, from the Chinese Red Wedding to the belt of the New Year, from the deep red string of her daughter, to the opening of the ribbon, from the Spring Festival couplets posted by every household to the red packets of age, this is called China Red. Red, warm, auspicious, festive, warm, full of rich emotional colors.

After generations of inheritance, sedimentation, deepening and abandonment, the traditional essence has gradually transformed into the background of Chinese culture. China Red is relying on Yanhuang culture as a support. After many generations of subtle influences, it deeply embeds the soul of the Chinese people and becomes well-deserved. Ethnic colors. Choosing China Red as the basic color of the brand image represents the characteristics of the national brand of Hung Hom, and is a symbolic expression of the oriental complex of Hung Hom and the connotation of the fashion brand.

Act as a brand promotion

The rise and rapid development of China's economy has aroused the pride of the nation. The gradual maturity and orderly development of China's commerce has stimulated the return of cultural values. The needs of society, commerce, and personal forms have given the sky for the development of "Chinese culture" and "Chinese sentiment." China Red is becoming more and more accepted by the world. Hung Hom's new development will surely face a leap from brand awareness to brand asset integration. With the long road to brand promotion, a carrier that is in line with the spirit of the brand and rich in content is indispensable for the brand's forging process. China Red has taken up this responsibility.

Hung Ho New Image Interpretation:

The degree of conformity between the rhythm of the evolution of brand culture and fashion evolution is the basis for a benign change of brand image. After ten years of branding and culture, Hung Hom has consciously created a personalized, original, unified, and beautiful visual image in the cultural continuation and trend cycle, and has drawn a beautiful scene. The trajectory of the flight. In order to create a platform that facilitates the precipitation of brand culture and promote the implementation of brand promotion strategies, Hung Ho follows the strategic thinking of “return to zero, cross over—new business, new brand”, and after several adjustments, the 2006 version VI manual was finalized. The molding also reflects the rapidity and courage of Hung Ho change and innovation.