Chapter 97 SynTao 96 Integrating culture into products

The essence of business: the cultural depth of an enterprise or a brand represents its degree of integration.Culture embodies the spiritual power of a country or a nation. Whether a product is rich in cultural connotations in the market means whether it can quickly integrate into people's lives and whether it can be deeply rooted in the hearts of the people, so it must be taken seriously. "Design and craftsmanship can be cloned, but culture cannot be copied." Qian Jinbo believed in this truth. He continued to absorb cultural nutrients and enrich the shoe culture, thus successfully releasing the "red dragonfly".

The cultural depth of an enterprise or a brand represents its degree of integration.Culture embodies the spiritual power of a country or a nation. Whether a product is rich in cultural connotations in the market means whether it can quickly integrate into people's lives and whether it can be deeply rooted in the hearts of the people, so it must be taken seriously. Wenshang has spent a lot of thought in creating the cultural atmosphere of the brand.Tiger lighters use tiger as their trademark, which outlines the kingly appearance of the product.When customers make a purchase, they will first psychologically feel the majesty, dignity and strength of this trademark—the image of the tiger will evoke such associations no matter in China or abroad.

"Red Dragonfly" is a shoe brand in Wenzhou.Dragonfly is a beautiful and light insect loved by oriental people. Adding a "red" character adds a full charm. These brands first conquered people's hearts from the cultural implication. Regarding Qian Jinbo and his Red Dragonfly Group, it is also a successful example of Wenzhou businessmen fighting for the world. Qian Jinbo was born in a small mountain village by the Nanxi River, a national scenic spot. When the tide of reform rushed to both sides of the Nanxi River, Qian Jinbo began to go all over the world, selling leather shoes.

After several years of tempering, Qian Jinbo returned to his hometown in March 1995 to establish Yongjia County Red Dragonfly Leather Shoes Company with a sustainable business strategy oriented by culture and with the inheritance and innovation of traditional national culture.In just over five years, Qian Jinbo vividly interpreted and released the "Red Dragonfly" full of poetry and reverie, turning a little-known small enterprise into a national non-regional cross-industry group company. The flight of "Red Dragonfly" is the flight of culture and the flight of dreams.Qian Jinbo, who has a special liking for culture, said when talking about "Red Dragonfly" that the background of Wenzhou in the early years was that the economic atmosphere was strong and the cultural atmosphere was weak. More products were borrowed to go to sea, and more brand names It is imitation, without characteristics, without connotation, let alone the connotation of national culture.But dragonflies can be associated with nature, interest, and a person's childhood. "Red" is the national color of China, which can remind people of red flags, red couplets, red double happiness, red lanterns hanging high, etc. Full of festive and auspicious things and scenes , so it is most suitable to be a national cultural brand.

In October 1999, Red Dragonfly Group established the first and so far only shoe culture research center in China, opening up a new world of joint interpretation of products and culture.Through extensive and in-depth collection and research, the center has a large number of collections and research results. In the past two years, it has been successfully exhibited in Shanghai, Hangzhou, Chengdu and other places, and received rave reviews. It was also invited to Hong Kong to hold Chinese shoe culture, which caused a sensation. .China Taiwan's shoe industry also frequently sent invitations, inviting Red Dragonfly to Taiwan to showcase shoe culture.

The rhyme of Red Dragonfly's Chinese shoe culture is light and elegant.Walking into the Red Dragonfly Shoes Culture Exhibition Hall, you can enjoy folk embroidered shoes, three-inch golden lotus, shoes from the pre-Qin and Tang dynasties, military shoes from the Ming Dynasty, flower pot bottom shoes from the Qing Dynasty, shoe decorations from China, and even world-class More than 280 items and pictures of the first boots - Loulan sheepskin women's boots.In the meantime, the brilliance of China's long-standing culture is rushing towards the face, scattered with patches of abundant red feathers.

Bring together the strengths of thousands of families and create your own style.The 750,000-word "Chinese Footwear Culture Dictionary" edited by Qian Jinbo and others has also been published by Shanghai Sanlian Publishing House. Today, Red Dragonfly has three major development and design centers, five major production bases, 8 sales centers, 43 offices, more than 2,000 specialty stores and shop-in-shops in China, and its marketing tentacles reach directly to sales terminals (consumers).From Yichun in Heilongjiang in the north, Haikou in Hainan in the south, Urumqi in Xinjiang in the west, and Shanghai in the east, there are "red dragonflies" dancing lightly everywhere. "Red Dragonfly" has flown into thousands of households, and the brand culture of "Red Dragonfly" has been deeply rooted in the hearts of the people, and has become a banner of Wenzhou, the "China Shoes Capital".

In this regard, Qian Jinbo explained that there must be culture behind brand-name products, and the greater the carrying capacity of culture, the greater the release of its benefits.The relationship between famous brands and culture is as close as the relationship between people and shadows. If there is no cultural connotation and accumulation, but only commercial operations, such a brand will not be sustainable.The market competition has reached today, and the society has begun to call for being moved by culture. Culture is not only the lasting charm of a corporate brand, but also the object of love of many outstanding entrepreneurs like Qian Jinbo, and it is this preference for culture that makes them successful.

Huang Qiaoling of Songcheng Group considers himself the third type of capitalist. In his own words, "cultural capitalists are more suitable", which determines that his emotional world cannot be completely separated from his business. "In my business, emotional management is also an important part. Winning people's hearts is actually an important source of profit for the tourism industry." What Huang Qiaoling has always been proud of, besides his tourism industry, is his painstaking research on Chinese culture.This hobby, which continues to this day, comes from his grandfather.

"My grandfather was a Chinese medicine doctor, and what he left me is Confucian culture. I think this is the foundation of my business life and the foundation of my life." Huang Qiaoling commented. "When I was young, my grandfather's medical book was the beginning of my exposure to Chinese culture. Chinese medicine is combined with Chinese history and culture. Chinese literati believe in 'If you are not a good look, you are a good doctor', and a good doctor is a literati At that time, our house was full of my grandfather's books, and we had no other books at that time, so we fell in love with ancient Chinese culture hopelessly. When I went to the army, I brought two The books are all my grandfather’s books, one is, the other is. When the army is free, I take it out and look through it, and when I leave, the book has been turned to pieces.”

Huang Qiaoling believes that his career has benefited from this culture, and it can even be said that it is at every step.In the army, he was promoted from an ordinary soldier to a clerk precisely because he liked writing, and was finally transferred to a military newspaper as a reporter.In his hometown, he also relied on this skill to gain a foothold in Xinhua Bookstore and Qunyi Museum, and his love for Confucian culture made him make a lot of friends in society, and even made him make friends from home to abroad.In the business world, his familiarity with culture enabled him to grasp the social psychology, which made his Songcheng attractions a success in one fell swoop. Being able to turn "business into culture" is not only the pursuit of Wenzhou entrepreneurs, but also the supreme pursuit of many famous enterprises in the world.As early as the 1930s, Nestle had begun to seek to make instant coffee a culture and win the market. On April 1, 1938, Nestle officially launched Nescafé, the world's first 100% instant coffee product that only needs to be brewed with water and can maintain the original flavor, to the market. Before the launch of Nescafé, in order to enjoy a cup of pure coffee, people also had to endure the pain of either labor or money. For example, if you want to drink coffee at home, you have to buy coffee beans from the market first, then roast them dry (of course, you can also buy roasted coffee beans, but it costs more), and then put the roasted coffee beans Grind it into powder, then boil it finely over fire, wait for the scum in the liquid to sink to the bottom after cooking, pour the pure part from the top into the coffee pot (be careful, because the scum is easy to float), and finally, Pour the coffee from the jug into the coffee mug, and add sugar or other things according to your preference.Sure it saves money, but not to mention how annoying it is! And if you don't want to be annoying, you can also go to a coffee shop for a drink.However, the production method of the coffee shop is the same as above, which is very cumbersome, so the price is high, and ordinary people cannot afford it for a long time. Of course, due to the influence of different cultural backgrounds and taste preferences, there are also many subtle differences in the process of making and drinking coffee around the world. In any case, the introduction of cheap and delicious instant coffee saves people's troubles and should be very popular.However, to the surprise of Nescafe, Nescafe has been vigorously launched in the market for 5 years, and there are still not many people willing to buy it. After long-term investigation and research, Nestlé discovered that they failed because they were resisted by traditional coffee culture. The so-called traditional coffee culture means that the subtle differences in making and drinking coffee are loved and advocated by people, and finally developed into a part of traditional culture.Of course, the basis of the difference, that is, the cumbersome traditional way of making coffee, has also become an inseparable part of their coffee culture. When meeting with culture, the product will definitely lose the battle.Nestlé knows the real opponent. While the early failure of instant coffee, Nestle made matters worse. The outbreak of World War II caused a devastating blow to Nestle's main production base at that time - Europe. In 1939, Nestle's profit immediately plummeted from US$20 million in 1938 to US$6 million. But Nestlé must survive.They decided to make a major change: Since the product cannot win the culture, the culture can win the culture. Then, make instant coffee a kind of culture, a more powerful culture. How to do it?Nestlé has gradually set its sights on Americans who have a greater influence on the world's cultural trends. After several rounds of negotiations, Nestle persuaded the US government, which joined the war, to agree to use Nestle as a ration supplier for the US military.As a result, as part of the food supply, Nestle instant coffee quickly appeared on the table of every American soldier.War can destroy everything, and of course it can sever the bond between traditional coffee culture and American soldiers.The battlefield is filled with gunpowder and flames of war. It is definitely not a good place for the army to grind coffee beans and make coffee for soldiers.Therefore, the American soldiers had to pick up the Nescafe coffee on the table. In this way, the advantages of Nescafe coffee, which is easy to drink and retains its original taste, finally come into play.Soon, Nescafé not only won the approval of American soldiers, but also became their favorite.In the late period of World War II, with the successive victories of the US military and the transition from north to south, Nestle instant coffee began to influence the world. Even Nescafe instant coffee became a psychological warfare weapon of the Allies.The British Air Force often dropped packets of instant coffee "bombs" in the German-occupied areas to deepen the resentment towards the Nazis among the people in the occupied areas who could not even drink coffee. After the war, a large number of American veterans who had changed their coffee drinking habits and tastes brought their preference for Nescafe coffee back to China, and Nescafe instant coffee quickly became the drink of Americans. In the 1970s, the influence of American pragmatism on world culture reached its climax, and the easy-to-drink Nescafe instant coffee finally became a world fashion, so that in many places, Nestle even became synonymous with coffee.Moreover, in many countries and regions that do not have the habit of drinking coffee, such as Japan and Thailand, a new cultural trend of drinking Nescafe coffee has also been set off. Nestlé made business into culture, and the result is of course a huge profit.Today, Nescafe instant coffee has been sold in 101 countries, and more than 300 million cups of Nescafe coffee are consumed around the world every day. When products become an inseparable part of the concept of popular culture, enterprises are bound to be "built to last". In fact, the culture of any enterprise includes the outward-looking publicity culture, as well as the internal cultural atmosphere of the introverted enterprise.Of course, the inside of the enterprise is the source of the enterprise's strength. Only when the internal culture is rich, can the outward-looking cultural propaganda be supported.Enterprises such as "Kweichow Moutai" and "Tsingtao Brewery" have a corporate culture that is hard to buy with only a hundred years of corporate history, making the corporate taste still popular even with little publicity. accepted.It can be seen that the internal corporate culture is the essence of a corporate taste.Enterprises with a short history should focus on creating the atmosphere of the enterprise itself.Wenzhou Huanyu Group has also done very successfully in this regard.In shaping the corporate image, the group spared no expense to ensure that newspapers have articles, television images, and radio broadcasts with sound, and achieve reasonable matching; at the same time, they also participate in cultural evenings and sports games in due course, all-round, multi-angle, and uninterrupted , Three-dimensionally display the new image of Huanyu enterprise, Huanyu people and Huanyu products, making Huanyu brand deeply rooted in the hearts of the people and a household name. Where is the foothold of the enterprise?In fact, there are many footholds for enterprises, some are indispensable, and some are not good.Culture is an indispensable foothold of the enterprise.People live in culture, so it is impossible to imagine that a company that is divorced from culture can approach people in culture.If you do a good job in corporate culture, you can look forward to the future of the company; but if you ignore the corporate culture, even if it is prosperous, it can only be temporary.