From 65438 to 0979, the predecessor of Hangzhou Boss Electric Appliance Co., Ltd. was just a village-run collective enterprise, which was then called Yuhang Hongxing Hardware Factory. In the mid-1980s, the then Red Star Hardware Factory began to cooperate with Shanghai Wireless Power Plant to manufacture range hood products. The assembled core components were purchased from various companies and then sold to Shanghai Wireless Power Plant.
According to the OEM contract, in order to compensate the initial investment of Hongxing Hardware Factory, Hongxing Hardware Factory can produce a small number of self-owned range hoods while completing the production task of Shule brand range hoods, so Hongxing Hardware Factory finally has its own complete machine products after two years of establishment, which is the basis for establishing a brand.
How to build your own brand? Ren Jianhua, then the head of the enterprise and now the chairman of the company, won a fashionable title at that time: "Little Boss" because of his youth, persistence, diligence and cleverness, and his decisiveness in foreign business activities; In fact, not only Ren Jianhua, but also a group of industrious and intelligent entrepreneurs are collectively called "bosses".
Therefore, at that time, the boss was synonymous with hard work, intelligence and wealth. This name is not only loud, but also represents a trend in China at that time. In addition, the product named after it is very special, which gives the brand independence, self-confidence and the spirit of pursuing success.
Insist on construction
1998, the boss invested RMB1000,000 yuan in kitchen appliances, entrusted professional CI planning institutions to fully introduce CI image projects, and put forward the market slogan of "strive to satisfy you"; At the same time, the boss kitchen appliance took the lead in advertising on CCTV in the same industry, and realized the effective spread of the brand through this powerful media.
In 2003, the boss launched the brand rejuvenation movement: further digging and combing from the aspects of enterprise and brand concept and positioning, and put forward the new brand core value slogan of "the boss knows life better", positioning the boss brand image as "the symbol of quality life".
In April, 2007, Boss Kitchen held a press conference in Beijing with the theme of "Innovation, Beauty and Life". At this press conference, Ren Jianhua defined the brand appeal of "Boss" as "the home appliance innovator who knows the taste of life", and integrated the spirit of "humanism" into the brand, and determined the brand gene elements of "leading, quality and humanity".
This is a major change in the connotation of "Boss" brand, which establishes the values of "Boss" products: people-oriented, consumer-oriented, fashion, quality, entertainment, convenience and other aspects to meet the physical, psychological, material and spiritual needs of consumers, and improve the quality of life of target consumers.