Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited Mr. Huazhong to participate in the training program.Ni Haixun, Professor and Researcher, School of Art, Design and Media, Dongbei University of TechnologyBringing courses to participants"Exploration and Practice of Integrated Innovation of Old Brand".
Combining his personal experience, Prof. Ni provided participants with valuable advice on branding work. Through a series of practical cases, including Maocchang Optical, Guan Sheng Yuan Honey and Great White Rabbit Milk Candy, he delved into the innovative path of long-established brands. In the case of Mau Cheung Optical, its exquisite store on Nanjing Road effectively enhanced the brand's influence by introducing Shanghai Coffee, combining the low-frequency consumption of eyeglasses with the high-frequency consumption of coffee. Guanshengyuan Honey, on the other hand, changed its product strategy by transforming traditional pure honey into blended honey, which not only ensured the health and safety of the product, but also repositioned the brand's target group. And Great White Rabbit Milk Candy, as a widely known milk candy brand, successfully realized brand renewal and changed consumers' traditional perception of the brand through several brand co-branding activities. These cases fully demonstrate the path of revitalization of traditional brands through innovation, providing the industry with valuable practical experience and profound insights.
Introduction of experts
Ni Haixian, researcher at East China University of Science and Technology's School of Art, Design and Media, visiting professor at Shanghai Institute of Visual Arts, part-time professor at Donghua University's School of International Fashion; 2013 Shanghai High-level Overseas Introduced Talent; 2016 Shanghai May 1st Labor Medal Winner. Co-founder of Creative Voice and Pants Pocket Innovative Design Learning Platform; Founder of Shanghai Circumference Brand Communication Co. Prof. Ni is a designer, teacher and creative with more than 20 years of experience in creative design at home and abroad, and has long been committed to brand planning, consulting and creative industry-related teaching, research and social services. 2012, he founded the Shanghai "Creative Voice" design promotion platform, and in 2016, he co-founded the In 2014, he was awarded the title of "China's Top 100 Young Designers" by the Ministry of Culture, "Shanghai Youth High-end Creative Leaders" by the Youth League Municipal Committee in 2013, and the 2014-2015 Shanghai Informatization Young Talent Association's Annual Public Welfare Award. Annual public welfare award. 2019 approved by the Shanghai Municipal Commission of Education selected shortage of art talent innovation studio project, the establishment of the East China University of Science and Technology, the old integrated innovation brand studio, the field of research, the old brand innovation. Led the research team to research nearly 40 old brands in Shanghai, and guided the research team to develop a series of public numbers such as "Magic City Old Institute" and "Not Young Department Store", and guided the team to win the silver medal of 2022 Challenge Cup Innovation and Entrepreneurship Competition for College Students. Silver Prize.
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