An Lifang "warm plan" boosts brand strategy

The Hong Kong lingerie brand An Lifang and the All-China Women's Federation recently held a charity donation activity in An Jianfang's “warm plan” that “gives true love and love” in Jianye City, Fujian Province. A total of 2 million yuan worth of supplies emergency assistance, I believe that on behalf of domestic enterprises for women in disaster-stricken areas in Fujian to offer a deep feeling of friendship, and this move has also greatly promoted the establishment of An Lifang "public-welfare brand" image, and the new "marketing Thinking is emerging.

It is reported that the “warmth plan” is an important project initiated by An Lifang in recent years with regard to the promotion of the “public-good brand image”, that is, through active participation in social welfare-related public welfare undertakings, and giving back to society and consumers with practical actions. After the simple donation ceremony, the person in charge of the An Lifang Brand Department told reporters that An Lifang has long established a “community of interest” with consumers, and strived to develop socially beneficial public welfare undertakings based on the brand philosophy of “caring for women”. This mode of thinking broke the traditional commercialization as the main marketing mode. While creating a communion of marketing system and public welfare, it also constructed a new concept of development: Wealth comes from society, and companies return it. In the future, An Lifang will continue to implement the “warm plan” and contribute to society and consumers through continuous public welfare activities.

In 2006, An Lifang's unique insight in the "brand year" in the action, whether it is product innovation, channel paving, or cultural transmission, all aspects are exceeding the speed of development of the industry in the rapid progress. Especially in terms of product innovation, thanks to the launch of the glory of the new luxury brand LC, An Lifang's human-centric design philosophy combined with the most cutting-edge populism in Europe has been expressed through green and green materials, allowing women of any status to express their self-concept. And the concept of "caring for the female body, caring for the female mind, and attracting women's attention" has reached the peak.

Behind the prosperity of China's underwear market, Alibaba, as a powerful driving force, not only takes the responsibility of producing products that best meet the needs of Chinese female consumers, but also takes on the role of leading the brand of charitable responsibility in the entire industry. As the representative of the China Women’s Development Foundation said, “An Lifang is not only a well-known brand of women's underwear, but also a representative of the entire Chinese enterprise’s model of public welfare. Such a company can produce first-class products, and it can also be harvested in the entire society. And the vast number of consumers of their unlimited trust and respect, this honor can not be measured with money.