"Every great white rabbit milk candy is produced in Fengxian." The world's first IP image brand store of the enduring Chinese time-honored brand "Great White Rabbit" opened today at the Jiukeshu Future Art Center in Fengxian New Town. This also means that this Shanghainese favorite "rabbit", from commodity production to creative consumption, the whole chain landed on Fengxian.
In recent years, the share and recognition of domestic brands in the market have become higher and higher, which is the result of market changes and the continuous transformation and upgrading of traditional manufacturing industries. At present, Shanghai is building five new cities, focusing on how to further stimulate industrial advantages and promote the integration of industry and city. This time Fengxian actively cultivated the "shop factory homology" new national tide "great white rabbit", which is a useful breakthrough.
Transformation and innovation of traditional manufacturing industry, breeding "new forces" of national tide
Fengxian is a consumer goods manufacturing region. Lei Yunshang, Great White Rabbit and other long-established brands, Sen Bee Garden, Chenguang Stationery, Mercury Home Textiles, Nature Hall Cosmetics and other well-known domestic brands, have been rooted in Fengxian for many years.
Take the great white rabbit, relying on Fengxian, it has gradually become a brand and an IP from a milk candy. Wu Jian, secretary of the party committee and chairman of Shanghai Meilin Zhengguanghe Co., Ltd., a subsidiary of Bright Food Group, introduced that especially in the past two years, the company has not only developed the great white rabbit milk candy from one flavor to 20 kinds through transformation and innovation, but also continued to launch new products and carry out cross-border cooperation.
The reporter saw that in the store opened this time, the "Great White Rabbit Family" of different specifications and different tastes was all unveiled. In addition to milk candy, there are dozens of T-shirts and sweatshirts developed by The Great White Rabbit and the women's clothing brand Rakucho, as well as shower gels and perfumes developed by the Scent Library. In addition, pillows, umbrellas, document bags, teacups, and coffees with the great white rabbit as an IP image are also available.
"Great White Rabbit" opened the world's first store this time, also in order to seek a new development path. Wu Jian said: "At present, there are many franchise stores in the market under the banner of 'Great White Rabbit', which are opened by dealers or channel providers, and are not the official self-operated stores of Great White Rabbit." Rather than letting others 'change hands', we prefer to open our own stores, which can provide a comprehensive product selection and face to face with consumers and listen to the voices of the market. ”
With this store, in the future, all categories of great white rabbit products will have a centralized offline window, and the subsequent release of new products will also rely on the store for promotion. The reporter learned that at present, the product innovation of the great white rabbit is still continuing. At the same time, Great White Rabbit also plans to use this as a starting point to open more stores across the country and Southeast Asia to share sweetness, happiness and innovation with consumers around the world who like Great White Rabbit.
Find the combination of brand style and urban temperament, and create a national tide cultural resort
Have you ever seen a house full of milk? In the world's first store of the Great White Rabbit Nine Trees, more than 200 square meters of space is created by 3D printing technology as a whole, the streamlined sculpture model simulates the flow of milk, and the color matching of the space is also extremely streamlined, only using the unique "red, white and blue" three colors of the Great White Rabbit brand, deepening the visual impact and brand impression.
Li Xiang, the founder of Weixiang Architectural Design and the host designer of the first store of the Great White Rabbit, told reporters that after the early team had full contact with the great white rabbit and the nine trees, it felt that there must be a spark between the two. "The former carries the memories of generations, such as its sugar paper, its 60-year-old white rabbit logo, and its advertising slogan of 'seven great white rabbits are equal to a cup of milk', which have been transformed into classic cultural symbols and embedded in people's minds; although the latter is a new cultural venue, it is extremely artistic in shape, and it is located in the middle of a large forest, which can give us full imagination space."
In recent years, Fengxian New Town has built many modern and artistic architectural works and landmarks such as the Nine Trees Future Art Center, such as Shanghai Fish, Fengxian Museum, Fengxian Planning Exhibition Hall, etc. The birth of these spaces not only completely changed the image temperament of Fengxian in the past, but also created a more international and high-quality urban appearance for the local people and the outside world, but also reserved space for the development of some trend cultural activities and the entry of new national tide brands. The reporter learned that only in the Nine Trees Future Art Center, a number of popular cultural consumption spaces such as the Great Hidden Bookstore and the Hidden Creek Tea House were successively introduced last year.
"Opening the first store of the Great White Rabbit here is completely in line with our imagination." Wu Jian said that Fengxian New City not only has an "artistic style", but also is full of ecological atmosphere. According to reports, Fengxian has continued to build a green ecological urban area in recent years, taking the construction of a national ecological garden urban area as an opportunity to build parks, green spaces, ecological corridors, and launch a "carbon neutrality" program to focus on creating a waste-free city. "This coincides with our concept of 'green borderless, sustainable management' of our great white rabbit." In recent years, The Great White Rabbit's innovation has not only revolved around the product itself, but also our packaging has become more and more environmentally friendly and recycled. For example, our sugar paper makes full use of degradable materials, reflecting our social responsibility. ”
In fact, since last year's "May Five-Year Shopping Festival", Fengxian has targeted "national tide" consumption. Many cosmetics companies have set up their first offline sales points in Fengxian. "The same source of stores and factories" not only makes the public have a greater sense of "buying, buying and buying", but also allows enterprises to have more market opportunities. With the landing of the first store of the Great White Rabbit, Fengxian New City further embarked on the track of "the first store of the national tide". Zhuang Mudi, secretary of the Fengxian District Party Committee, said that in the future, Fengxian will continue to optimize the business environment, welcome more guochao brands to open factories and stores in Fengxian with open arms, based on fengxian transformation and innovation, and continue to shape Fengxian into a "national tide cultural resort".
Source: Author: Du Chenwei Ren Chong