The corridors of the office building of Zhejiang Longchuan Door Industry Co., Ltd. are covered with promotional materials of "golden armor". This is not to promote Zhang Yimou's Oscar winning film "Curse of the Golden Flower", but rather to promote the company's newly developed anti-theft door product.

According to the reporter's understanding, many companies in Yongkang like to use this "borrowing a ship to go out to sea" method to establish their brand.

Wuji, BMW, Mercedes Benz all in one's pocket

Using classic blockbusters to promote one's products is not exclusive to Zhejiang Longchuan Door Industry Co., Ltd. Above the entrance of Zhejiang Xingyueshen Electric Bicycle Co., Ltd., there was an advertisement that read "Boundless World". Among the electric bicycles recently approved for registration by relevant departments in Zhejiang Province, there is the "Wuji Tianxia" brand electric bicycle from Zhejiang Xingyueshen Electric Bicycle Co., Ltd. Yesterday, the staff of the company told reporters that the inspiration for "Wuji Tianxia" came from the movie "Wuji" directed by Chen Kaige. At present, the company has applied to register the "Wuji Tianxia" trademark with the National Trademark Office.

On both sides of National Highway 330, there are many image advertisements of Yongkang enterprises, including the names of sedan brands such as "BMW", "Mercedes Benz", and "Fumeilai". In fact, these names are the names of Yongkang enterprises or the trademark names of hardware products. Zheng Gaojun, Deputy General Manager of Zhejiang Longchuan Door Industry Co., Ltd., said that many enterprises in Yongkang have not learned how to create brands and mostly engage in OEM processing and other businesses. The current practice of 'borrowing ships to go out to sea' indicates that the brand awareness of Yongkang enterprises has awakened.

Zhejiang Longchuan Door Industry Co., Ltd. was just established at the beginning of this year. But unlike many traditional enterprises in Yongkang, the decision-making team of this company has received higher education. After achieving success in entrepreneurship in Shanghai, Hangzhou and other places, they returned to their hometown Yongkang to start a business, with the main purpose of breaking the low-cost and low-end competition that Yongkang has always had. The promotion momentum of Zhang Yimou's film "Curse of the Golden Armor" is very strong, and several shareholders of Zhejiang Longchuan Door Industry Co., Ltd. have chosen the three words "Golden Armor" to register the anti-theft door trademark. Zheng Gaojun said that there are currently about 300 door industry enterprises in Yongkang. If they follow other door industry enterprises to promote their brands, the effect will not be significant, and they can only find a new way.

Advantages and disadvantages of 'borrowing a ship to go out to sea'

At present, well-known national brands such as Buyang and Wangli have emerged in the Yongkang door industry. But both Buyang and Wang Li have gone through more than 10 years of development to build their brands, investing millions of yuan in advertising almost every year in various media outlets across the country.

Zheng Gaojun, Deputy General Manager of Zhejiang Longchuan Door Industry Co., Ltd., said that due to the different entrepreneurial environments they are in, they cannot take the path of creating a brand like an old established enterprise, but must win with ingenuity. Compared with Buyang and Wang Li, their method of "borrowing a boat to go out to sea" can save time in brand building. Thanks to Zhang Yimou's promotional campaign, the three words "Golden Armor" are almost universally known, and they can achieve greater publicity effects with minimal promotion costs and time.

But Yongkang enterprises also encountered difficulties when creating brands through "borrowing ships to go abroad". After applying for registration of the trademark "Wuji Tianxia" under the name of "Wuji", Zhejiang Xingyueshen Electric Bicycle Co., Ltd. has not yet launched any products to the market. According to internal personnel of the company, as "Wuji" is broadcasted nationwide, they have found that many people are parodying it, and some viewers' enthusiasm for "Wuji" has decreased. They believe that launching "Wuji Tianxia" products too early may be detrimental to promoting their own company's products.

The key to creating a brand lies in the product

Zheng Gaojun, Deputy General Manager of Zhejiang Longchuan Door Industry Co., Ltd., said that "borrowing a ship to go abroad" to create a brand can only increase the popularity of the enterprise or product among consumers. If you want your company's products to truly stand firm in the market, the key is whether the product has core technology.

When launching the "Golden Armor" door industry brand, they designed a complete set of technical solutions based on the product positioning of "Golden Armor", including the use of super B-class locks. If there is no technical support, 'borrowing a ship to go out to sea' to promote products will be like a soap bubble, the bigger it blows, the easier it is to burst. "From Zheng Gaojun's words, we can hear that he still maintains a fairly clear mind.