“百年蝴蝶”的蜕变之路 ——民族品牌的振兴与发展

蝴蝶牌家用缝纫机已成为国内最知名的家用机品牌之一,由于近二十年国内市场需求的减弱,导致蝴蝶家用机市场份额下滑。为此,公司找准新方向,以创新驱动为核心导向,提升产品核心竞争力,努力拓展品牌发展途径,引领蝴蝶品牌飞入全球市场。

“Butterfly”household sewing machine has become one of the most famous household machinebrands in China. However, due to the weakening of domestic market demand in thepast two decades, the market share of “Butterfly” household machines declined. Therefore,the company reset the direction which take the innovation-driven as the coreorientation, enhancing the core competitiveness of products, and striving toexpand the way of brand development, leading the “Butterfly” brand to fly intothe global market.

 


 

品牌核心价值Brand Core Value


 

情感为主,功能为辅的品牌战略,探寻差异化,挖掘蝴蝶品牌独特的情感价值。在传承蝴蝶品牌的同时,逐步形成了打造国际品质的民族品牌的企业文化。

Withthe brand strategy of “emotion first, function second”, we will explore thedifferentiation and explore the unique emotional value of “Butterfly”. Whileinheriting the "butterfly" brand, it has gradually formed thecorporate culture of “creating national brand with international quality”.


l  外观的蜕变,不断简化结构,实现操作简单时尚漂亮的缝纫机。目前,已经实现了家用缝纫机由传统的单一功能的,笨重的,简陋的黑头机蜕变为多功能,轻巧,美观时尚的家用缝纫机。

  Thechange of appearance. The structure of the sewing machine has become moresimplified and the operation has become easier. At present, the householdsewing machine has been transformed from the traditional, bulky, single-functionalmachine into a multifunctional and fashionable household sewing machine.


 

l  功能的蜕变,实现由以前单一直线缝黑头机发展成为具有各种花样缝纫能力,以满足现代家庭的多元化的品质需求的多功能缝纫机、多功能缝绣一体机。

  Thechange of the function. From single linear sewing ability into a variety ofpattern sewing ability, and meet the diversified demands of modern families withmultifunctional sewing machine and embroidery machine.


具有自动剪线和391多种装饰线迹的JD2340QB电脑拼布专用缝纫机,国内民族品牌中独秀一枝

 


JH5000系列家用多功能缝纫机获得了国家实用型专利

 


JX550L-W”无线智能缝绣一体机荣获中国轻工商品博览会创新产品金奖

 

l  价值的蜕变,从传统产品功能的实用性,慢慢蜕变为一种情感上的附加价值体验。公司建立蝴蝶缝纫吧、蝴蝶布艺创意工作室和蝴蝶布艺创意周末教室,策划并设计拼布缝纫创意培训教室 

   The change of value. From the practicality ofthe function of traditional products, it has gradually changed into anexperience of added value on emotion. Shang Gong Group Co., Ltd. established “ButterflySewing Bar”, “Butterfly Cloth Art Creative Studio”, “Butterfly Cloth ArtCreative Weekend Classroom” and “Creative Training Classroom for Patchwork”.