Hengyuanxiang brand ad slogan changed its face

One sentence that makes thousands of households familiar with the slogan---“Heng Yuan Xiang, Sheep, Sheep, and Sheep” not only changed the decline of an old brand, but also achieved a well-known Chinese famous brand, including three repetitions of the word “Sheep”. It also created a new way of advertising communication, known as the "Heng Yuan Xiang model." The lovely advertisement for children's letters "goat, sheep, and sheep" was used for 10 years and became the memory of Heng Yuanxiang's advertisements. However, since Heng Yuanxiang became a sponsor of the Beijing 2008 Olympic Games on December 22nd, 2005, these three voices have transformed into “cow, cow, and cow” and have caused new questions in the public.

About 10 years ago, Heng Yuanxiang began his famous tour—the television drama advertisement was put on television, and the smallest advertising unit was 15 seconds at a time. Heng Yuanxiang's boss Liu Ruiqi got a few pieces of cardboard, cut the little girl representing Hengyuanxiang's image and "Hengyuanxiang, sheep, sheep, and sheep" into six simple characters and read it twice every five seconds. "Sheep sheep", a television show broadcast down six times; later, Heng Yuanxiang in CCTV, such as concocted 5 seconds advertising, and then succeeded.

Some advertising circles are quite sorry for Heng Yuanxiang's face change. Whether or not Heng Yuanxiang sponsors the Olympics can really “cattle” it up. From the perspective of advertising alone, whether Heng Yuan Xiang’s slogan is a continuation of classic creativity or a deviation Brand vulgar selling? Experts concerned worry that a large number of launches are the basis for advertisements to be remembered, and that advertisements are insisting on them. If they do not persist, it will be impossible for everyone to change every few days. In fact, Liu Ruiqi, who is skilled in strategy, no longer has to worry about the "memory" issue, but further considers "remember what." The "goat sheep" is a link between the "Hengyuanxiang" brand with cultural heritage and the sheep industry symbolizing "auspiciousness and blessing"; while the use of "cow, cattle and cattle" has reduced the association between Hengyuanxiang and the sheep industry. Degree, but established a broader relationship between the brand and the Olympic Games, the brand and personality, the brand and the spirit, all of a sudden extended the connotation and extension of the Hengyuanxiang brand.

Earlier experts had issued warnings that the original slogan of the old Hengyuanxiang was facing another crisis of rapid aging. The emergence of “cattle, cattle, and cattle” not only embodies the “higher, faster, and stronger” Olympic spirit, but also suits the popularity of the new generation of “I can”, “cool” and “quick” and other respected The concept of personal value.