哈尔斯吴子富：一只保温杯的品牌进化论

Core Insights - Hars has achieved the top global sales in cup and kettle products for three consecutive years, evolving from a traditional gift option to a fashionable health brand that covers diverse lifestyle scenarios [1] - The company aims for each user to own nine thermos cups tailored to different life situations, indicating a shift from a mere drinking tool to a lifestyle carrier [1][2] Brand Strategy - Hars emphasizes that while traffic can generate temporary attention, lasting trust is built on brand strength, which is rooted in 40 years of reliable quality and participation in over 40 national industry standards [2] - The brand's mission is to upgrade from functional thermos products to emotionally resonant companion brands, focusing on a dual-driven model of "brand + intelligent manufacturing" [2][3] User Engagement - Hars has formed a strategic partnership with Tencent Advertising to create a deep user connection system, leveraging digital tools to transform single transactions into long-term emotional relationships [3] - The integration of AI technology throughout the product lifecycle enhances quality and efficiency while maintaining a focus on human stories and values [3] Long-term Vision - The company advocates for a long-term approach to building an international brand, emphasizing that the journey requires time and stability rather than immediate results [3][4] - Hars believes that the key to narrowing the gap with international brands lies in upholding values and fostering innovation [3][4] Brand and Traffic Relationship - Hars views brand economy and traffic economy as complementary, with brand value as the main melody and traffic operations as harmony, stressing the importance of maintaining core brand values [4]