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National branding, mercury practice of point, line and plane
2018-12-27 15:07
The topic of brand is a cliche. Everyone has different opinions on the understanding of brand. But one thing that all marketers can't deny is that brand is the result of trust between enterprises and consumers. The size of brand also represents its own influence, the number of customers and the size of future market. An enterprising enterprise should take building a national brand as its goal and primary task in the construction of its own brand, but the national brand is not a handful. Mercury Home Textile, as an enterprise with more than ten years of brand history and shaping the N first in the home textile industry, has a unique way and method for the construction of the national brand which deserves our appreciation and learning. Xi.
Seriously speaking, Mercury's brand history should take the establishment of Shanghai Mercury Company in 2000 as the starting point, which also opens the road of brand legend in the home textile industry. We know that Shanghai Mercury Home Textiles Co., Ltd. is a major member of Mercury Holding Group, and also an important founder of China's modern home textile industry. So what did Mercury do in the early days? We need a review and analysis of Mercury's development.
When the waves are gone, Mercury will be seen.
Mercury Home Textiles focuses on home textiles. After 16 years, Mercury Home Textiles has become one of the largest enterprises in China's home textiles industry. By the end of 2015, Mercury Home Textiles has 2648 sales terminals, covering 31 provinces, autonomous regions and municipalities directly under the Central Government, achieving a large, wide and deep market layout, and closer to consumers. In order to get a deeper understanding of Mercury, we need to make a brief review of Mercury's development.
1. Review of the Development Process
In 2000, Shanghai Mercury Bedding Co., Ltd. was registered and established in Shanghai.
In 2001, through the ISO 9001 international quality certification, it became the governing unit of Shanghai Home Textile Association and the member unit of China Home Textile Association.
In 2002, China's home textile industry ranked fifth in sales revenue.
Mercury was awarded the Shanghai Brand Product in 2003.
In 2004, international movie star Carrie Lau endorsed Mercury brand. The company was renamed Shanghai Mercury Home Textiles Co., Ltd.
Mercury's Fifth Generation Image was launched in 2005, which promoted the brand image from products to services in an all-round way.
In 2006, the franchised stores were established rapidly in major and medium-sized cities in China, and the rapid growth made Mercury one of the largest brands in the domestic textile industry.
Mercury was awarded China's famous trademark in 2006.
Mercury has also won a series of honors and titles such as "Shanghai Brand Products", "Shanghai Famous Trademark", "China Famous Trademark", "China's 500 Most Valuable Brands". These are the manifestations of Mercury's recognition and strength over the past decade.
After reviewing Mercury's resumption and development, we find that the construction of Mercury corporate brand is a phased process of development. It will also bring huge benefits after the completion of the construction of national brand. What is the welfare of national brand? What are the stages of national brand building?

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