Recently, Heilan House, the vice-president unit of the China National Garment Association, a subsidiary of Heilan Group, officially announced that it will become the exclusive clothing partner of the 2021 CCTV Spring Festival Gala and the exclusive title of the online Spring Festival Gala, becoming the first clothing cooperative in the history of the Spring Festival Gala. brand.
After 38 years of development, the Spring Festival Gala has become a top national event. According to statistics, during the live broadcast of the 2019 Spring Festival Gala, 1.173 billion viewers watched the program through TV, the Internet and other terminals. The 2020 Spring Festival Gala set a new cross-media communication record, with nearly 600 media outlets in more than 170 countries and regions around the world reporting on it. The Spring Festival Gala was broadcast live, with a total audience of 1.232 billion people at home and abroad. Because of this, the Spring Festival Gala is truly one of the promotion platforms with the largest volume of communication, the widest coverage, and the greatest influence. The annual cooperation quota has become a battleground for various brands.
However, as a national-level IP, the Spring Festival Gala has extremely high requirements for brands that collaborate on the same stage. Being able to stand out among national companies and obtain the sponsorship and naming rights of the CCTV Spring Festival Gala is enough to prove the company’s absolute strength and industry leading representation.
In fact, Heilan House has a close relationship with CCTV. The brand happened to “debut” with a CCTV advertisement. Let “men’s wardrobe” be deeply rooted in people’s hearts. After nearly 20 years of baptism, Heilan House still ranks first in China’s men’s clothing industry for six consecutive years with a market share of 4.7%, and its leading position in the men’s clothing industry is stable. Judging from the published third quarter report of 2020, the company’s operating quality continues to improve. The terminal retail sales of the main brand achieved positive growth in the third quarter. The operating income of other retail brands in the first three quarters increased by 57.33% year-on-year. The online operating income in the first three quarters increased year-on-year. An increase of 55.54%.
The CCTV Spring Festival Gala is no longer the “traditional gala” in the audience’s memory. From the arrangement of the program to the selection of actors, the Spring Festival Gala They are all becoming younger and more technologically advanced. The brands it cooperates with have also transformed from traditional manufacturing and wine industries to emerging technology-based enterprises. Although Heilan House is not an Internet company, it is still active in the national vision with its youth strategy.
In the collision with the trend, Heilan House boldly promotes brand renewal. The brand spokesperson changed his previous style and highlighted the brand’s sense of quality and nationality. In terms of integration with technology, Heilan House focuses on fabric technology and develops a variety of functional products. At the same time, the company has established an online and offline omni-channel operation system. Through cloud stores, communities, live broadcasts and stores, it has formed four major “private domain grabbers” to accumulate highly sticky users, refine operations, and achieve a closed-loop customer experience management.
As a representative of domestic products, Heilan House’s appearance in the CCTV Spring Festival Gala is an advancement in the history of brand cooperation and a symbol of new consumption entering the era of great integration. </p
