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恒源祥先是圆梦奥运,紧接着广告语又大变脸。这是创意?还是偏离品牌的冒险?——编者语提起恒源祥或者看到那只活泼可爱的卡通小羊,很多人都会脱口而出三个字：“羊羊羊”。这是恒源祥最著名的广告语。不过,就在恒源祥成为2008年奥运会赞助商后,这句广告语却悄然变成了“恒源祥——牛牛牛”。这究竟是经典创意的延续,还是偏离品牌价值的冒险,业界争论不一。恒源祥创牌于1927年,目前以人民币近40亿元的年销售额名列中国毛纺织行业之首,被誉为中国毛纺织业的“领头羊”。
Hengyuan Xiang first dream Olympic Games, followed by slogans and big face. Is this a creative or an off-brand adventure? - The editorials Mention Hengyuanxiang or see that lively and lovely cartoon lamb, many people blurted out three words: “sheep.” This is Hengyuan Xiang’s most famous slogan. However, just after Hengyuanxiang became the sponsor of the 2008 Olympic Games, the slogan was quietly changed into “Hengyuanxiang - Niu Niu Niu.” Whether this is the continuation of classic ideas, or deviate from the brand value of the adventure, the industry controversial. Hengyuan Xiang Chuang brand in 1927, the current annual turnover of nearly 4 billion yuan in China ranked first in the Chinese wool textile industry, known as the Chinese wool textile industry’s “leader.”