VIEWS: 60 PAGES: 6 POSTED ON: 8/16/2010
Branding - Tiffany chain of international strategy. Tiffany brand source Tiffany&#39;s origin dates back to the early 50s of last century. At that time, a group of mainland descent forced away from home living veterans, gathered in Taipei, Chiang Kai-shek and Yungho Yonghe Bridge River, built a business fast food breakfast in the shed, grinding soy milk, roasted sesame seed cakes, fried dough fritters, gradually forming a supply Spreading earlier. Because these veterans craft authentic, fresh and nutritious soy milk until it has fragrant and delicious, fried fritters made of fried crispy soft color Jinhuang Song, so as to milk Yonghe represented a variety of snack bar is the most famous areas, spread throughout the island. So far, there are universal in Taiwan soy milk, soy milk, etc. from the world&#39;s soya bean juice shop Yonghe veterans. However, these traditional snacks are all hand workshop production, with the veterans have left their later products often appear unworthy of the name of the phenomenon, although the claim over the island of breakfast area from the more open Yonghe more, but Tiffany has been an increasing trend of micro, in people&#39;s impression, Tiffany has been with the soymilk street vendors 毫无二致. Like many of his contemporaries, as was the young Lin Ping-sheng is a small drinking milk Yonghe veterans, veterans of the fried donut eating Yonghe grew up, for these deep feelings of the Chinese nation&#39;s traditional cuisine, and especially sorry they ever go away . &quot;We must revive the Tiffany&#39;s famous traditional food carried forward to the motherland!&quot; &quot;To industrialized practices to the quality of soymilk and guaranteed!&quot; &quot;To use the brand to run this product!&quot; Lin Ping-sheng think of to do, immediately thought of the actual operation of this business. Is different from the variety available in the market milk products under various signs, the real veterans of milk re-Hwan Yonghe reputation, Lin Ping-sheng decided to &quot;Wo&quot; brand milk to run his business. Because &quot;Yonghe&quot; word is not only to revive his veteran Yonghe soybean milk, the original purpose of promoting traditional snacks, but also to live and work on behalf of the Chinese people longing for happiness and the simple desire. Then, in 1982, he made in Taiwan &quot;Yonghe&quot; soymilk a registered trademark of commodities, the same year, the Secretary to establish food factory set up Hong Qigong to start mass production of a variety of enrichment mechanization, bags, and canned &quot;Yonghe&quot; soymilk. Gradually from the semi-automated production to fully automated production, the number of daily production increased. Later, the Secretary of the truck every morning and Hong Qigong milk delivered on time to the island throughout the Soya bean juice, schools, supermarkets, convenience stores, stores. Tiffany household name in Taiwan, returned to his old look. However, Lin Ping-sheng did not stop the pursuit of the cause of his sights on a broader international market. In the ensuing years, Tiffany gradually into Japan, the United States, Canada, Thailand, more than 20 countries and regions, because of its simple yet profound taste and rich nutrition from nature, popular everywhere. In recent years, as Hong Qigong Secretary Tiffany promotion in the world, more and more foreigners come to recognize and accept the natural health drink soy milk, more and more people began to understand Tiffany&#39;s traditional Chinese culture , while the milk of well-known brand Yonghe rising gradually developed into a well-known international brand. Today, as Hong Qigong Secretary Tiffany brand business, increasingly far-reaching impact not only the brand, the business daily space to expand to veterans of the corner store had Yonghe, sublimation become synonymous with the traditional Chinese food around the world flourish. This is precisely the cause of the operators Yonghe Ultimate Pursuit: Let the world where there are Chinese all drink of Tiffany Up to now, Hong Qigong Secretary&#39;s &quot;Tiffany&quot; chain in mainland China has exceeded 100, the product marketing in North America, South America, Asia and other 20 countries. Now, Wo International Development Limited for the career development headquarters to Shanghai Hong Chi Food Co., Ltd., Tianjin Yonghe Development Company Limited as the focus, &quot;Tiffany&#39;s&quot; will continue along the road of brand management, determined to carry forward the traditional Chinese cuisine, the creation of the world well-known brands. It is worth mentioning that in 2004, Nantong Yonghe Jiamusi soy milk powder factory and the establishment of the International Development Co., Ltd., Yonghe started mass production in the mainland milk products series, with the various types of milk products in the country are all listed, the brand Tiffany&#39;s visibility and influence in the continent will be more greatly improved. Tiffany will soon enter the Korean market January 28, 2005, by the &quot;chain and franchise ? Engineer&quot; magazine-sponsored enterprise chartered Korean high-level meeting held in Shanghai. The magazine recommends, South Korea Franchise Association Mr. Park yuan closed meeting of entrepreneurs and professionals Cheng Duiyong first store in Shanghai to inspect milk. The participants in the corporate culture at Tiffany&#39;s feel and taste of its stores after a variety of delicious snacks, have praise. Mr. Park said he snacks on Tiffany that is interested in returning Korean director Park after repeatedly calling the &quot;chain and franchise ? Engineer&quot; magazine, and director of Miss Luo Hezi magazine market brand into South Korea to discuss thi s matter. May 14, 2005, the 7th China Franchise Conference and Exhibition held in Beijing, Mr. Park element off South Korea Franchise Association as delegates once again its delegate Mr Tiffany, general manager of Mr. Lin Jianxiong Shanghai headquarters also popular as the mainland well-known brands on behalf of another exhibition. Miss Luo Hezi of referrals in the next, Mr. Park and Mr. Lin Jianxiong dollars off two from different countries once again shook hands with. The handshake, marked Tiffany started the cooperation with South Korea. Tiffany will also mark the flash landing Korean market has important historical significance. Park director of the Korean market is very understanding, he has succeeded in a variety of well-known foreign brands into the Korean market. Park director said that at present milk, juice and other healthy drinks and snacks Chinese cultural tradition popular in Korea, he was confident that South Korea will be the successful introduction of Tiffany and vigorously promoted. Chartered Association of Korean companies as members, General Manager Mr. Lin Jianxiong Tiffany also &quot;chain and franchise ? Engineer&quot; magazine, thanks to this matchmaker. ? &quot;Wo&quot; soy milk cause of the brand concept &quot;Wo&quot; to mark the brand&#39;s understanding of Tiffany international chain establishment and development of the cause from the cause of the main founders of the brand awareness and overall management of advanced planning, and Tiffany two decades of struggle and achievements were all with the brand building, management, maintenance is closely related to . Today, full of brand awareness in this era of knowledge economy, trademarks, brands and other intellectual property both for operators and consumers, the value of a trademark or brand has far exceeded the legal meaning of a symbol of itself, but more condensed in its behalf cultural background, emotional cognitive and other value-added. For businesses, the brand is an intangible asset with unlimited potential, is the core productivity. A good brand of goods or services means that loyal group of consumers, stable market share, profit margins, strong vitality, competitiveness, and thus ultimately bring huge economic benefits of enterprises. For consumers, a good brand image means producer or operator of strong strength, good reputation, good value and the value of pride, a consumer guarantee, represent the consumption of quality, quality, reputation and value for money to enjoy. Today, China has entered the era of brand competition, the core competitiveness of enterprises will depend on whether created a brand, whether successful brand management. Brand competition has become a key factor in business success, and has become famous or well-known brands to maintain brand also had to bear the brand from the peer pressure and brand infringement of unfair competition. In this context, the &quot;Yonghe&quot; of trademarks, brand building, management and maintenance are also facing great challenges. &quot;Wo&quot; trade mark registration overview 1982 made in Taiwan &quot;Yonghe&quot; soymilk registered trademark; Business Administration in 1995, the State Administration Trademark Office to obtain 30 category &quot;Yonghe and map&quot; a registered trademark of Business Administration in 1999, the State Administration Trademark Office to obtain 42 category two &quot;Scarecrow&quot; registered; in 2000 in Hong Kong, Thailand, Singapore, and &quot;Wo&quot; soymilk trademark. In 2004, the State General Administration of Business Administration and Trademark Office to obtain the 42nd class of &quot;YONHO and map&quot; trademark. To date, the &quot;Yonghe&quot; were registered in the SAIC four soybean commodities and service marks. While another of several trade marks pending. It should be said, &quot;Wo&quot; to the three places registered trademarks of the more complete one. &quot;Wo&quot; facing the troubled brand With the &quot;Yonghe&quot; milk the rising popularity and widespread consumer acceptance of Tiffany&#39;s, &quot;Wo&quot;, as many well-known brands as more and more began to face difficulties of trademark infringement, the market appeared in a variety of hanging &quot; Tiffany &quot;sign of Soya bean juice. The shop&#39;s products due to lack of strict monitoring and regulating the operation and management, product and service quality varied greatly affect the &quot;Yonghe&quot; soymilk reputation. To maintain brand image, they actively engaged in counterfeiting through a variety of ways Rights and the relevant departments strictly enforce the law by obtaining certain results. For example, in Wuhan, Tangshan of trademark infringement litigation; on Yonghe legend, the world&#39;s other trademark objections Yonghe; in Shanghai, Ningbo, Taizhou, Wenzhou and other places of complaints and so the business sector achieved good results. However, there are numerous violations than, ? &quot;Wo&quot; is still felt on the Rights of the road is long and difficult. The proliferation of fake store In Shanghai alone, there are all kinds of counterfeit Soya bean juice glamorous name of &quot;Wo&quot; soymilk signs, such as large Yonghe New Yonghe, a new generation of hi Yonghe years, Jiji Tiffany, etc., in the north of Beijing, Tianjin area , Dacheng Yonghe, universal Yonghe, also abound. Similar malicious registered trademark &quot;Wo&quot; became well-known, the market has a lot of kinds of &quot;Wo&quot; and similar to the trademark first, &quot;Yonghe King,&quot; &quot;come to Yonghe&quot; has to be registered, followed by &quot;Wing Wo Hing Kee&quot;, &quot;Yong-and&quot; the preliminary approval notice ; Recently, &quot;Dr. Yonghe&quot; application. The challenge before us have been following the nuclear refuting the &quot;Yonghe world&quot;, &quot;Yonghe family&quot;, &quot;Yonghe Legend&quot; and so on and so on abound. These marks and both are registered in the milk category of goods or services, its malicious obviously goes without saying. For enterprises, fake shops are numerous, but the census drawn from the law, relief by means of legal sanctions, and for the legitimate registered trademarks are helpless. Malicious &quot;free rider&quot; Since the state registration of trademark law and business management practices of the trademark and business name of the audit has not yet closely integrated, many people accordingly abused and lead to business Soya bean juice business name registered as &quot;Wo&quot;, such as Shanghai Yonghe King Food Co., soy milk, Hangzhou Yonghe Food Co., Ltd., Zhenjiang Tiffany Food Company Limited and the Yonghe Soya bean juice all over countless other colors. Yonghe maintain the attitude of the brand Trademarks, brand as a valuable intangible assets, is the core of sustainable enterprise and security. Shops and other kinds of false violations directly affect the behavior of corporate trademark to the corporate image and brand reputation, is the ordinary course of business and size of the great obstacles to development. In recent years, the state protection, including trademark rights, including intellectual property rights made great efforts and had a considerable effect, &quot;Wo,&quot; are so greatly benefited. As an enterprise, they feel very excited and will continue efforts to return the government to society, also expect the Government to further improve the Trademark Law and related laws and regulations, strengthen law enforcement efforts against unfair competition that creates a good market environment and fair competition order. Since 1995, Tiffany&#39;s mainland Chinese fast food chain first to open the first of its kind, now, the mainland market has many similar operations Yonghe Chinese fast food chain, to see so many people with lofty ideals committed to carry forward the traditional snack, they am very pleased and happy. They welcomed the industry in compliance with national laws and regulations, abide by professional ethics cases, mutual learning, mutual supervision, and common progress. Hope, in a market environment of fair competition will be good business better and better. Tiffany Culture In 1982, Tiffany&#39;s career was founded at the beginning, it has been explicitly brand management as the core concept of career development, and on this basis, established a system of corporate culture. Yonghe purpose: forever friends, and loving home Yonghe feelings: Chinese style flavor Taiwan Strait Yonghe concept: promoting traditional delicious healthy diet provides personalized services to meet Yonghe Pursuit: Let the world where there are Chinese all drink of Tiffany The development process of Tiffany Taiwan business: 1982, obtained the &quot;Yonghe&quot; soymilk registered trademarks and Yonghe soybean milk production plant in the same year, BMW; 1986, the establishment of (Taiwan) Hong Chi Food Co., Ltd. began to stable development of the Taiwan market; Transplantation continent: in 1995, made the mainland, &quot;Wo&quot; soymilk registered trademarks are developing the market; in 1996, &quot;Tiffany&quot; authorized store development in the mainland; 1999, made head, and the Scarecrow Scarecrow graphics Yonghe two service marks; &quot;Tiffany&quot; direct sales stores opened in Shanghai; establishment of the Shanghai Hong Chi Food Co., Ltd. as the mainland, &quot;Tiffany&quot; franchisors; in 2003, establishing a central kitchen and logistics system; in 2004, the establishment of Jiamusi soybean milk powder processing plant; the establishment of the North Company of Tianjin Yonghe Development Co., Ltd.; established Development Co., Ltd. Nantong Yonghe soy milk, soy milk series began mass production of beverages; made &quot;yonho and map&quot; service mark; into an international : 1996, began to open up overseas markets, products exported to the United States, Canada, the Philippines and other countries; in 1998, the product into the Japanese market; in 2000, &quot;Yonghe&quot; soymilk to obtain Hong Kong, Thailand, Singapore and registered trademarks; in 2001, the establishment of the United States Yonghe International Development Co., Ltd. as the &quot;Tiffany&quot; international headquarters; in 2004, and Thailand signed &quot;Tiffany&quot; franchise business agency agreement.
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