In line with the times, Rongsheng actively seeks changes around user needs. On December 27, Rongsheng Refrigerator officially released the brand renewal plan at the "40th Anniversary Gold Ceremony": with the brand mission of "raising fresh food for health and making beautiful growth", it will be a professional refrigerator brand that best understands the needs of Chinese families.
The new brand mission and vision have clarified the value proposition of Rongsheng, that is, to always take the needs of users as the core, drive Rongsheng to continue to innovate and upgrade in technology and products, and help realize the quality of life with healthy and fresh food. Li Qiang, executive vice president of the refrigerator company, said.
It is reported that with the increasingly fierce competition in the market, the demands of the new generation of users are also changing, Rongsheng through the study of the living habits of young consumer groups, insight into their needs, tap the future expansion potential of the Rongsheng brand.
In 2023, in the face of the wave of home integration, Rongsheng will make full efforts to innovate and iterate on WILL and double net technology, and the four flat embedded products equipped with WILL and double net technology are favored by users, and all of them have successfully entered the TOP10 of the industry's best-selling list. Among them, Rongsheng double net proThe flat refrigerator 506 achieved the first place in the industry in terms of single-week sales in the 7th week of listing, and successfully topped the TOP1 in the industry for 4 consecutive months from August to November. And according to the latest monthly statistics, in December, 506 refrigerators continued to dominate the TOP1 list.
The rich heritage has given Rongsheng the confidence to renew the brand, and has launched a new brand vision in a timely manner - a professional refrigerator brand that best understands the needs of Chinese families. Based on this, Rongsheng has also completed the change of the brand slogan, from the initial "Rongsheng Rongsheng quality win", to the past 10 years of "Rongsheng Rongsheng Quality Assurance", and then to the present, a new brand slogan has been formulated for brand renewal - quality Rongsheng healthy and fresh.
It is understood that Rongsheng's brand renewal has two obvious changes in the brand logo. In terms of color, the yellow component is reduced and the green element is added, which is defined as Rongsheng "growing green", which means that the Rongsheng brand is still full of vitality, hope, and endless love for fresh life for 40 yearsIn terms of text, the overall slenderness is 10%, which is in line with the current trend of home aesthetic design, more modern, and fully demonstrates the enterprising spirit of the Rongsheng brand.
In addition, the well-known Will will will also be upgraded from a series and technology to a super symbol, and the image of the "i" in the middle reflects the power of upward growth, as well as the concept of continuous iteration of freshness, strengthening the symbol of Will and the value transmission of the Rongsheng brand.
We are well aware that the true beauty comes from the love of the family, from the accumulation of time, from the enduring quality, Rongsheng has been deeply engaged in user needs for 40 years, and meets the needs of users for the quality of life in the family scene with stable quality and ultimate functions. Li Qiang said.
To this end, the "professional refrigerator brand that best understands the needs of Chinese families" mainly covers three aspects: the first is to highlight the concept of "home". It is to closely link Rongsheng with the humanistic content of "home", and give Rongsheng a warmer, warmer and more energetic image. By excavating the details of the family, we advocate and disseminate the temperature of the family, and establish the memory point of the brand image of Rongsheng.
The second emphasizes the image of "professional refrigerator brand", which can enhance the user's recognition of the Rongsheng brand, and can also continue to evoke the user's good memory of 40 years of Rongsheng - that is, to continue to innovate in the field of refrigerators and maintain the professional quality of consistent performance.
The third is scenario-based. Through leading technology and innovative products, Rongsheng deeply excavates the needs of the whole scene, and meets the yearning of every "home" for quality life with the quality of healthy and fresh food.
From providing users with high-quality products, to high-quality products, to the innovation and upgrading of high-quality lifestyles, Rongsheng continues to innovate around "user needs", and let users perceive that Rongsheng is worthy of the title of "good refrigerator".
In the future, Rongsheng will further think about and practice beyond the product itself, so that the audience can have a deeper value identity and emotional connection with Rongsheng. Put forward the industry's high level of "Rongsheng quality concept" and "accompany a better life", and shape the important role of Rongsheng in the industry and user life.