Text丨Fang Wen
enemies, and other people.
Some time ago, "The Story of Rose" became popular, and the word rose refers to love, which is a typical Western cultural narrative logic.
"Red beans are born in the south, and this thing is the most lovesick", throughout the traditional Chinese cultural stories, the sustenance of love can not leave the "red beans".
Red beans cannot be absent from the love story in traditional Chinese culture, just as roses cannot be without roses in Western love culture.
1. Red beans, the "rose" in Chinese culture
The Red Bean Group is named after the red bean, and this company has formed an indissoluble bond with the red bean. Every year when the Qixi Festival arrives, Hongdou Group will hold a grand "Hongdou Tanabata Festival".
In the past 24 years, the festival of red bean Qixi Festival has been unknown to the whole people, and the inheritance and promotion of the traditional culture Qixi Festival has been deeply branded with red beans.
Hongdou, a 67-year-old company, will encounter what kind of sparks will come out of the 24-year-old Hongdou Tanabata Festival.
The Qixi Festival is coming as scheduled, and the Red Bean Group also ushered in the 24th Red Bean Qixi Festival.
From July 7th to August 11th this year, it was the 24th Red Bean Tanabata Festival and Tanabata Red Pink Season of Hongdou Group.
The Red Bean Tanabata Festival can no longer even be regarded as a festival of red beans, and after 24 years of persistence, the Red Bean Tanabata Festival has become a national Valentine's Day.
In 2001, the first year of the Red Bean Group's Red Bean Tanabata Festival has caused a wide impact on the society, and since then the red bean and Tanabata have been closely linked.
The famous poet Yu Guangzhong spoke highly of the second Red Bean Tanabata Festival and said poetically that the Red Bean Tanabata Festival is "resisting roses with red beans".
If there is a constant theme of the Red Bean Tanabata Festival, it is two words: love and culture.
Just as the theme of this year's Red Bean Tanabata Festival, "Wearing Red Beans on Qixi Festival, Lovers Are More Comfortable", this year's Red Beans also launched the Qixi Pet Fan Festival, with the proposition of "the same style for couples, the same frequency for comfort", love and comfort together.
It is worth noting that over the past 24 years, Hongdou Group has always insisted on linking traditional Chinese culture with the Qixi Festival, and in the past 20 years, Hongdou Group has carried forward traditional Chinese culture as a sustenance and Qixi Festival as an opportunity to carry forward Chinese traditional culture through various forms of activities such as poetry recitals, Qixi Festival folk forums, search for contemporary Wang Wei, love story collection and evening party in China.
In last year's Red Bean Qixi Festival, the tin opera "Red Bean", which is full of Wuxi's regional cultural characteristics, made a grand premiere at the Wuxi Grand Theater as a blockbuster program of the 23rd Red Bean Qixi Festival of Hongdou Group.
2. The story of red beans: half technology, half culture
The 67-year-old Red Bean Group and the 24-year-old Red Bean Qixi Festival belong to the two sides of the Red Bean Group, one is the precipitation of technology and technology, and the other is the pursuit of concept and culture.
If you look at the two sides of the red bean group from the products of red beans, it must be the second generation of red beans 0 sense shirt.
In terms of the flagship product of the second generation of red bean 0 sense shirt series, it carries the 67 years of technical precipitation of Hongdou Group, as well as the insight of consumers into the Red Bean Qixi Festival held in the past 24 years.
In June this year, Hongdou Group launched the second generation of 0-sense shirts, which are more unique in design on the basis of the first generation, and at the same time, four major upgrades have been made in fabrics and processes, bringing consumers an unprecedented comfortable experience. The data shows that the second-generation 0-sense shirt of Hongdou men's clothing has increased by 36% in comfort compared with the previous generation of products.
The red bean 0 sense shirt well reflects the skill precipitation and concept innovation of the red bean group. For a mid-to-high-end shirt, the first thing is to have enough comfort, followed by the texture and fit, and to meet the needs of current consumers for youth.
It can be said that each of these three points is important, and it is very difficult to achieve each of them to the extreme.
In terms of comfort, high-tech materials are used to achieve intelligent temperature control of cold and heat.
Fabric is a top priority. It is understood that the second-generation red bean 0 sense comfort shirt and Hermes luxury fabric master have made bold innovations in fabric selection, using new black technology HeiQ intelligent temperature control polymer fibers to achieve the effect of "heat shrinkage and cold expansion" intelligent temperature control (±2 °C).
To put it simply, it helps to dissipate sweat and heat dissipation when it senses heat, reduces heat loss when it senses cold, and forms an automatic switch between breathability and temperature locking, so as to maintain the best comfort of the human body.
In terms of texture, it is slim, stylish, and has a sense of 0.
The 2nd generation red bean 0 sense comfort shirt chooses the newly upgraded Germany Wendler high-end woven lining and 12 dyeing and finishing processes, so that it is still flat and crisp after many washes, not easy to fade, and wear as new for a long time, solving the pain points of traditional shirt washing, ironing, and stacking difficult to take care of.
In addition, it also combines the newly upgraded blended functional fibers of China and Austria and TENCEL Modal fibers of Austria Lenzing to better fit the body curve, and the first red bean 5 3D three-dimensional tailoring, which is not tight and makes the wearing experience more comfortable.
Here is a detail, the red bean 0 sense shirt has been well received by consumers after its launch, especially male consumers have found that the red bean shirt can better modify and cover the body shape in the version, which comes from the precipitation of red bean's 67 years of insight into consumers, through the accumulation of 3 million Asian men's body data, 128 comfort patents, better present the most perfect state.
Making a shirt comfortable and high-quality is the precipitation of Hongdou Group's skills and the basic skill of Hongdou Group's market competitiveness.
To make a shirt culturally rich and popular with young people requires innovation in the concept of red beans.
The second generation of red beans 0 sense comfortable shirt also pays attention to youthfulness on the premise of a sense of quality. In terms of design, Hongdou Group has joined hands with former Armani, Dior and other internationally renowned design masters to add the "dopamine" color system that meets the aesthetic preferences of young people, and added trendy elements such as water ripple jacquard to achieve the same frequency resonance with young users.
One detail is that the second-generation red bean 0 sense comfortable shirt uses 36-faceted Jingdezhen ceramic buttons, which combines ceramic culture and high quality, and the sense of detail is full.
Since its inception, the red bean 0 sense comfortable shirt has been welcomed by the market, including the Bazaar Men's Shirt Award, the France Double-Face God Design Award, the United States MUSE Design Award, the Italy A' Design Award, the IAI Global Design Award and the United Kingdom London Design Award in 5 countries and 6 awards, with a hot sale of more than 1 million pieces.
Euromonitor information shows that the red bean 0 sense comfortable shirt won the 2023 "0 sense shirt No. 1 in China".
3. Behind the domestic brand is the national culture
Red beans and Tanabata are equal signs.
In addition to the lovesickness that red beans have expressed for thousands of years, it is also because both red bean group and red beans represent love, family, and affection.
The vigorous expression of red beans and roses is not exactly the same, and the lovesickness represented by red beans is more subtle, just like the euphemistic and profound love and expression between relatives in traditional Chinese family relationships.
Hongdou Group wants to talk to the feelings of consumers is the same, Hongdou Group has Hongdou men's wear, Hongdou home, Hongdou children's clothing, Hongdou home textiles, Hongdou's industrial layout, is composed of home and lovers.
In the view of Hongdou Group, adhere to the construction of independent brands, do a good job in domestic products, do a good job in the brand, the first thing is to promote the light of the national brand, in the view of Hongdou, adhere to the cultivation of independent brands, we must adhere to the concept of "half of the brand is technology, half is culture".
In 2023, in the list of China's 500 most valuable brands released by the World Brand Lab, "Hongdou" ranked 78th, with a brand value of 87.898 billion yuan. The Red Bean Tanabata Festival was listed as "our festival" by seven ministries and commissions.
Chinese brands have a deep relationship with Chinese culture, and only by unswervingly promoting traditional Chinese culture and demonstrating cultural self-confidence can we make the brand bigger and stronger.
Promoting Chinese culture is the original intention of Hongdou Group to hold the Red Bean Qixi Festival for many years. As a domestic independent brand, the Red Bean Qixi Festival is also contributing to "promoting the light of national brands". The Red Bean Qixi Festival and the Red Bean brand have become synonymous with traditional Chinese culture.