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Zhang Songwen, The Brand Spokesperson Of Hailan Home: "I'M Not Afraid To Go Slowly, But I Just Want To Go Steadily"

2023/5/17 2:52:00 0

On May 10, the official of Hailan Home Co., Ltd., the vice president unit of China National Garment Association, announced the endorsement cooperation with Zhang Songwen, which can be said to reflect the determination of Hailan Home to brand building.

Zhang Songwen has been acting for 20 years before he is widely known by the public. Hailan Family has just passed its 20th anniversary in 2022. Without certain concentration, endurance and hard power, neither individuals nor brands can go so far. The combination of the two seems to tell everyone that good things can stand the test of time.

A national actor who has been acting hard for 20 years and a national brand who has been focusing on making clothes for 20 years, are unexpectedly matched.

The latest propaganda film of the official propaganda is not like an advertising film, but more like Zhang Songwen's mental journey. Zhang Songwen mentioned in the promotional film that "I'm not afraid to walk slowly, but just want to walk steadily", which is consistent with Zhang Songwen's personality and work as well as the brand spirit of Hailan Home.

Zhang Songwen spent 20 years polishing his acting skills and looking for himself, and finally was able to use his strength to justify the name of the long-term theorists; Hailan Home has been focusing on clothing and brand management for 20 years, step by step and steadily, and has now become a "national brand".

A seemingly simple endorsement, with hidden ideas. Zhang Songwen and Hailan Home have been focusing on one thing for 20 years, which has strengthened their position in users' minds. They take this opportunity to tell everyone that good actors and good brands are enduring. This is more powerful than any advertising language.

Zhang Songwen's understanding of Hailan Home stems from his concern about the "Duoke Warm" public welfare project of Hailan Home. Warm people are always moved by warm things. Therefore, Zhang Songwen has noticed that the brand of Hailan Home has been carrying out public welfare activities for many years.

Choosing a brand with temperature is also Zhang Songwen's idea. As we all know, actor Zhang Songwen has enough heart to do anything. In a responsible attitude, he once said publicly, "Anyone who wants to talk to me about advertising, I will let them give me something to use first." Judging from the spoiler picture of Zhang Songwen a few months ago, he wore clothes of Hailan Family, and it really took him several months to try on clothes before he accepted the endorsement.

The final advertising film was very artistic. Zhang Songwen said in the film: "I like to walk when I was young. I walked aimlessly. I saw my destination when I walked. There are many roads to my destination. I'm not afraid to walk slowly, but I just want to walk steadily."

In his 20 years of acting career, Zhang Songwen has been practicing slowly but steadily. Zhang Songwen worked as a tour guide and did various odd jobs. He was admitted to the Beijing Film Academy as an older student. After graduation, he played countless small roles. He was not impatient and kept improving. Finally, he became popular because of his role as "Gao Qiqiang". Zhang Songwen reached his destination at his own pace.

In fact, Zhang Songwen's long-term vision is also reflected in his intention to choose advertising endorsements. After all, in the days after Zhang Songwen became popular, if he wanted to make fast money, the endorsement brand might have been overwhelming. However, over overdraft itself is obviously not the path matching "going far".

From this point of view, Hailan Family also has something in common. Hailan Home was the first to absorb the way of mass merchandising to market. At first, it was difficult to break through because there was no brand awareness. Hailan Home started to build its brand again. Finally, the label of "men's wardrobe" came out completely.

In the Internet era, Hailan Home began to improve the industrial chain information system and build a cloud service laboratory. In the era when users generally value the brand connotation, the brand new value proposition of Hailan Home has also been upgraded to "create vibrant clothing and serve everyone's brilliance."

Over the past 20 years, Hailan Home has always insisted on focusing on clothing, and gradually formed a multi brand and omni channel development model, leading in the local men's clothing market share. Most importantly, the sense of social responsibility of Hailan Home has been a low-key charity activity for many years. In the eyes of insiders, Hailan Home is not only a brand with faith and perseverance, but also a domestic brand with pattern and great feelings, which is worth working together.

In the past 20 years, Zhang Songwen has never relied on the evaluation and recognition of others, but has proved his value through his own performance. As the advertisement said, "There are many roads to the destination. I'm not afraid to walk slowly. I just want to walk steadily. I always believe that don't get lost."

In 2022, at the 20th anniversary conference of the establishment of Hailan Home, Mr. Zhou Lichen, chairman of Hailan Group, also formally put forward the new brand value proposition of "creating vibrant clothing and serving everyone's brilliance". In 2023, Hailan Home and Zhang Songwen finally met at the summit.

It is worth mentioning that Zhang Songwen, as the brand spokesperson, also participated in the script co creation of the advertising film. Zhang Songwen's enthusiasm for work and effective leadership are also what Hailan Home insists on. The cooperation between the two sides is a deep connection between practical and pioneering beliefs.