subject: Divine: "abandoning Long Made The Lion" And The National Brand International - Divine, [print this page] In Chinese traditional culture, the dragon is an important cultural symbol. Descendants of the Chinese dragon is said. Dragon in the Chinese traditional culture is a powerful, noble, a symbol of honor, on behalf of the luck and success, is also an important symbol of Chinese culture accumulation. Dragon represents outstanding, different worldly and aggressive fighting spirit. Long, as we Chinese unique kind of cultural cohesion and accumulation, have been rooted and deep in the unconscious inside each of us, not only people's daily
Life
, Sickness and death are marked almost brand dragon culture, and the dragon culture perspective, the aesthetic sense of the dragon culture has penetrated into all areas of our corporate culture, at all levels.
Industry veteran with China Gas Company Limited, Guangdong Shenzhou Gas appliances are the industry has accumulated a massive brand value. Mainland China in 1984 developed the first device with a flame failure protection
Security
Type
Water heater
, China
Gas Water Heater
One of the drafting unit of the national standards, but also the 11th Asian Games, the world is too far south-east in the Pacific Games, the East Asian Games torch, fire box research and development unit, in the gas with a unique professional development skills. In 1987, Shenzhou water heater began to export to France, Spain. 1995 and the world number 54 after the multinational joint venture consortium Bosch, products into the United Kingdom, Germany, Italy and other European countries.
Divine in 20 years
Business
Process has been adhering to the traditional concept of corporate culture, its strong brand communication has been confined to the "local elements." Culture behind the brand, the company is also aware of the Divine
National Brand
Internationalization and the importance of cultural awakening. In fact, for
Home Appliances
Industry is concerned, international competition started early, and Chinese enterprises should make national brand, you are national brands, it must be international brand. An enterprise to survive, a brand to get a wider market and wider recognition of people, we must take the "East meets West" route.
Products in the Mainland into the international market, the Mainland companies realized that its brand image has been aging in response to market changes and take the brand line and increase international market development has become a strategic imperative
Project
. Chinese home appliance enterprises have been taking the road of internationalization is not very well, the key is not brand influence. Chinese home appliance brand influence and marketing are still at home, and did not really occupy the international market. Chinese home appliance industry in the transition to the world market is a systematic project, a truly international and not just to sell products abroad market, and foreign markets to export its brand and culture. The international market is a competitive market brands and products, the domestic market is price competitive market. In the past few years, domestic appliances business is not much technical advantages, the operation of the domestic market has been thought to enter the international market, impossible to escape the cycle of price wars, only to enter foreign markets by cheap, so, internationalization of the the biggest bottleneck is the brand. Chinese enterprises have to rely on the brand's transformation to adapt to the new industrial environment.
To the international market, needed a new brand of visual symbols to convey new ideas, so in the end of 2006, the United Kingdom Need an international brand
Investment
Management
Group value judgments on the Mainland brand, the decision to abandon the "Dragon" made "Lion", it marks and the audience in between Divine refined to create a "Divine Lion" totemic symbols.
Lion to represent the mysterious, mighty and courageous, but also noble and authority for the feature, with a strong "extravagance", "lead person" characterization. Need UK Investment Management Group's international brand strategy for media organizations that Need to be Divine Lion Brand totem symbol, symbolizes Divine brand gas appliance industry in China has a "leadership brand" status, from a psychological conquest
Consumption
Who create a strong brand value of Shenzhou.
, However, whether the image representing the lion spirit? Chinese dragon is a kind of historical and cultural heritage, on behalf of the Chinese people's spirit and tolerance, are in the development of this tolerance is that we discard it? In fact, the Chinese people, the dragon is not the only worship the national totem, spirit people can sustenance, as well as lions. Lion has been the Chinese people as "they reveal" auspicious objects. Lion on the impact of Chinese culture is multifaceted, as well-known lion dance, there is often used in Chinese traditional architecture as a decoration?? Stone lions.
