Just So! This Enterprise Is Willing To Change Its Name In Order To Hit The Bottom With Pure Cotton.

Recently, Hi sleep Fashion Co., Ltd. In the Shanghai science and Technology Museum's "breaking the understanding of cotton misunderstanding" conference, announced that "Xi mian" officially renamed "small blue elephant".

According to the author's understanding, Sleepless Founded in 2012, at the beginning of its establishment, it has been the brand name of "Hi sleep". It has been 7 years ago. This sudden change of name is a shock to the author. After all, a brand name is simple, and many of the efforts devoted to it in 7 years will result in different degrees of waste. Suddenly, rename and do not say that it has caused the waste of communication costs in the past, and the time cost of brand building for 7 years is not low.

The renamed speech was attended by Feng Liang, director of hi sleep marketing. In this speech, he explained why he had changed his name.

"Breaking the wrong understanding of pure cotton" and "pure cotton"

The author realized that the name change is not a whim. Because of the "sleep" of sleep Pure cotton "Cotton" homophonic, there will always be many consumers will like to sleep "children" sweating pajamas misunderstood as "cotton" children sweating pajamas, and even typing will be wrong, seemingly unimportant things, for sleep is indeed a big problem.

Those who understand sleep should know that the appearance of sweating pajamas for sleeping children is due to the defects of pure cotton's "moisture absorption and non perspiration". Pure cotton is strong in moisture absorption but strong in sweat perspiration. After being wet with sweat, a cotton padded Nightgown is prone to catch cold, cold, prickly heat and prickly heat. In the process of raising children, Jia Qiansheng witnessed firsthand the painful feeling that cotton pajamas brought to the child more than once, before being inspired to set up a sweating pajamas for sleeping children.

Feng Liang said: "we have taken a clear-cut way to break the misunderstanding of pure cotton, and it seems inevitable to rename it. We are going to die with pure cotton."

Renaming the "little blue elephant" is the initial intention of returning to the enterprise and respecting the child's language.

I also understand that there is another reason why hi sleep has changed its name. In his speech, he said: "sleep is the first name we created from the beginning of the brand, but this is the language of our adults." little blue elephant "is the child's language. This is the way children like to express themselves. They often say," I like wearing small blue elephants instead of sleeping happily. " Feng Liang said that the renamed "little blue elephant" is what we have seriously discussed, which is to return to the heart of an enterprise and respect the children's language.

After understanding the causes and consequences, I think it is not wise to change the name of "Xi Lan" to "Xiao Lan Xiang". I believe that only a company returning to the heart and respecting consumers will develop further.