The official establishment of this
Posted: Thu Dec 12, 2024 5:31 am
The official establishment of this brand actually began in April this year. On April 18, Xilinmen Furniture Co., Ltd. issued an announcement that it plans to jointly invest 50 million yuan with its affiliated company Hongxin Sleep Technology (Hainan) Co., Ltd. to establish Baobo Sleep Technology (Hainan) Co., Ltd.; the announcement shows that Xilinmen subscribed to 35 million yuan, accounting for 70%; Hongxin Sleep Technology subscribed to 15 million yuan, accounting for 30%.
Xilinmen’s founder and chairman Chen Ayu personally took charge and list of lithuania whatsapp phone numbers the chairman of Baobo Sleep Technology. With Chen Ayu’s personal promotion and deployment, Xilinmen naturally invested heavily in the brand marketing of aise Baobo.
Building a high-end sub-brand means higher marketing investment. From the above brand activities, we can see that Xilinmen is very wealthy, which is also reflected in Xilinmen’s financial report - in the first three quarters of 2024, the company’s sales expenses reached 1.207 billion yuan, a year-on-year increase of 4.27%. However, in terms of results, Xilinmen spent more sales expenses than the same period last year, but the revenue it achieved was not as high as the same period last year.
Source: Financial report screenshot
In a series of marketing activities organized by Xilinmen for Aise Baby, Jiang Nanchun, chairman of Focus Media, was also invited, which means that Aise Baby may also invest heavily in offline media.
Being good at marketing has always been Chen Ayu's advantage. As early as July 1998, Chen Ayu spent millions of yuan to invite a spokesperson for the first time in the domestic bedding industry, and since then he has gradually established the "Xilinmen" brand; later he also invited superstar Gong Li as the brand spokesperson, and with her words "Beauty comes from sleep", Xilinmen became well-known nationwide.
Obviously, aise Baobo invited Maye Musk, the mother of the world's richest person, to be its spokesperson this time, and Chen Ayu was trying to use Maye's influence to help the new brand open up the situation again.
02. Xilinmen’s performance is under pressure
However, in the current consumption environment, it is more difficult for consumers to be "educated" by simple marketing methods.
Zhan Junhao, a well-known strategic positioning expert and founder of Fujian Huace Brand Positioning Consulting, said that in the current consumption and marketing environment, the high-profile marketing of "aise baby clothes" has a certain effect but also faces challenges; heavy investment can quickly increase brand awareness, and the influence of celebrity spokespersons can attract consumer attention, but for high-priced products, consumers will be more cautious when paying; brand is only one aspect, product quality and function are the key considerations.
Xilinmen’s founder and chairman Chen Ayu personally took charge and list of lithuania whatsapp phone numbers the chairman of Baobo Sleep Technology. With Chen Ayu’s personal promotion and deployment, Xilinmen naturally invested heavily in the brand marketing of aise Baobo.
Building a high-end sub-brand means higher marketing investment. From the above brand activities, we can see that Xilinmen is very wealthy, which is also reflected in Xilinmen’s financial report - in the first three quarters of 2024, the company’s sales expenses reached 1.207 billion yuan, a year-on-year increase of 4.27%. However, in terms of results, Xilinmen spent more sales expenses than the same period last year, but the revenue it achieved was not as high as the same period last year.
Source: Financial report screenshot
In a series of marketing activities organized by Xilinmen for Aise Baby, Jiang Nanchun, chairman of Focus Media, was also invited, which means that Aise Baby may also invest heavily in offline media.
Being good at marketing has always been Chen Ayu's advantage. As early as July 1998, Chen Ayu spent millions of yuan to invite a spokesperson for the first time in the domestic bedding industry, and since then he has gradually established the "Xilinmen" brand; later he also invited superstar Gong Li as the brand spokesperson, and with her words "Beauty comes from sleep", Xilinmen became well-known nationwide.
Obviously, aise Baobo invited Maye Musk, the mother of the world's richest person, to be its spokesperson this time, and Chen Ayu was trying to use Maye's influence to help the new brand open up the situation again.
02. Xilinmen’s performance is under pressure
However, in the current consumption environment, it is more difficult for consumers to be "educated" by simple marketing methods.
Zhan Junhao, a well-known strategic positioning expert and founder of Fujian Huace Brand Positioning Consulting, said that in the current consumption and marketing environment, the high-profile marketing of "aise baby clothes" has a certain effect but also faces challenges; heavy investment can quickly increase brand awareness, and the influence of celebrity spokespersons can attract consumer attention, but for high-priced products, consumers will be more cautious when paying; brand is only one aspect, product quality and function are the key considerations.