In the recent Spring and Summer new product launch and order conference, Elegant Birds unveiled its new brand concept, "Harmonious Bird." Mr. Huang Zhongfei, the brand manager of Elegant Birds, explained the deeper meaning behind this cultural initiative. The "He" culture, which emphasizes harmony, has always been at the core of Guiren Bird Co., Ltd.'s corporate philosophy. This idea resonates strongly with current social trends, especially in light of major events like the 2008 Olympics, where China's need for unity and balance became evident. Consumers today are increasingly drawn to the concept of harmony, making it a key trend in mainstream culture.
Huang emphasized that the brand's pursuit of "Elegant and Harmonious" values not only strengthens its image but also reflects a strong sense of corporate social responsibility. He pointed out that recent incidents, such as the Sanlu milk powder scandal and the Kongfu Watergate case, serve as reminders that ignoring social responsibility can lead to severe consequences for a brand. In contrast, Elegant Birds focuses on building a harmonious environment through its business practices, ensuring that its products align with both market demand and cultural values.
The brand’s approach is also reflected in its distribution strategy. Rather than expanding rapidly by opening numerous stores, Elegant Birds prioritizes quality over quantity. The company carefully selects partners who align with its values, aiming for long-term success rather than short-term gains. This method ensures higher store survival rates and stronger brand loyalty.
Internally, the company promotes a "people-oriented and harmonious" management style. From product development to talent selection, the culture of harmony is deeply embedded in every aspect of operations. A recent example was when the company quickly stepped in to support an employee who suffered from a sudden medical emergency, showing its commitment to employee well-being.
Additionally, Elegant Birds launched the "Summer Culture" shoe line, which incorporates traditional Chinese elements of harmony, reinforcing its image as a brand aligned with societal values. As Huang concluded, the brand’s cultural foundation is essential for long-term growth. By integrating "He" culture into its marketing strategies, Elegant Birds aims to drive sustainable development and strengthen its position in the market.
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