“Ordos cashmere sweater warms the world.†From October 1989 to March 1990, this advertisement on CCTV prime time attracted a lot of attention. This is China's first fashion company to advertise at prime time on CCTV, and it is also the first declaration of China's cashmere products to the world.
Recently, Wu Zhanyi, sales manager of Erdos Zhenjiang area, told reporters about the story behind the advertisement.
Things have to start from 1984. At that time, Wang Linxiang, then director of the Iraqi League cashmere sweater factory, went to Japan to participate in trade activities. As usual, he would go to the mall to have a look. In a Japanese shopping mall, he was surprised to see that: The retail price of an ordinary cashmere sweater is 30,000-30,000 yen (RMB 1800). These cashmere sweaters are produced in Ordos, but they are only marked by others. Brand, the price is more than ten times or even several times.
Suddenly surprised, Wang Linxiang thoughts and thoughts began to actively plan the Ordos brand strategy. In 1985, the Iraqi Union cashmere sweater factory began to have some domestic sales rights, set up a sales force, each carrying dozens of cashmere sweaters, and embarked on the domestic sales road. In 1989, Wang Linxiang decided to once again increase the efforts to open up the domestic market, and dispatched business personnel to Xi'an, Erbiao Northeast, Sanxia Jiangnan and Beijing to investigate the domestic and domestic sales market, consumer mentality, and consumer trends. Every year, the consumption of cashmere sweaters by the Chinese people is 350,000, and all domestic cashmere sweaters at that time cannot be satisfied in the market. This result has encouraged Wang Linxiang.
However, domestic sales are limited by three issues: First, the country's consumer spending restrictions; Second, consumers lack awareness of cashmere; Third, insufficient publicity for cashmere sweaters and the Ordos brand. How can we let more people know and enjoy cashmere sweaters? Wang Linxiang thought of the role of propaganda. From October 1989 to March 1990, Wang Linxiang took the board and took out 300,000 yuan to do advertisements for Erdos cashmere shirts at the prime time of CCTV, 5 seconds a day. What kind of advertising words can best reflect the characteristics of enterprises and products, but also allow people to understand the Ordos brand? After repeated scrutiny, the final slogan “Ordos, warming the world†has been hammered out.
“This classic slogan shows that on the other hand, the quality of Ordos wool sweaters is good and the effect of warmth is obvious. It also shows that Ordos is willing to enter the world's brands.†Wu Zhanxi said that it is precisely because of this classic advertisement that people are familiar with Erdos, behind this classic, is the ideal and relentless pursuit of the values ​​of this company in Ordos - to build China's world brand, to become the world's cashmere king, so that Ordos warms the world. (Ancient)
Erdos is a leader in the Chinese cashmere industry and a leading brand in the Chinese fashion industry. In the past 30 years of unremitting development, Ordos is committed to excavating the essence of cashmere materials, and establishing a brand concept that combines cashmere style and innovative spirit. The irreplaceable high-grade cashmere material, the time-honored design, the details of life-derived features, and the introduction of new modern technologies create a vivid and elegant Ordos brand image. In the future development, Ordos will continue to use cashmere as the core, and incorporate a variety of fabrics that embody cashmere style, carefully creating China's leading fashion brand.
Gel Back Support Cushion,Gel Lumbar Support Cushion,Memory Foam Wedge Cushion,Back Lumbar Support Cushion
Nantong Wenbo Foam Art Co.,Ltd , https://www.ntwbmemoryfoam.com