他把恒源祥带进奥运会

Core Viewpoint - The article highlights the journey of Hengyuanxiang Group under the leadership of Chen Zhongwei, emphasizing the brand's evolution through Olympic partnerships, digital transformation, and cultural outreach, aiming to enhance its global presence and cultural significance. Group 1: Brand Evolution and Olympic Partnership - Chen Zhongwei, Chairman and General Manager of Hengyuanxiang, has participated in multiple Olympic torch relay events, viewing this as a testament to the brand's evolution and its connection to historical changes in China and the world [1] - Hengyuanxiang became the first non-sport textile and apparel partner of the Beijing 2008 Olympics, marking a significant shift in its branding strategy, focusing on long-term brand value rather than short-term sales [2] - The brand has collaborated with the Olympics six times, using its cultural characteristics to interpret Olympic spirit, which has enhanced its international visibility and understanding of global narratives [3] Group 2: Digital Transformation and Sustainability - Chen emphasizes that digital transformation is not merely a trend but a means to reshape relationships with consumers, leading to a strategic focus on digital economy, low-carbon economy, and aesthetic economy [4] - Hengyuanxiang has initiated various sustainability efforts, including the development of plant-based dyes and the publication of the industry's first carbon footprint report, reflecting a commitment to social and ecological responsibilities [5] Group 3: Cultural Outreach and Globalization - The brand's internationalization is seen as an ongoing process, requiring a unique cultural narrative that resonates globally, with a focus on the essence of Haipai culture [6] - Hengyuanxiang is engaging in cultural projects, such as the restoration of carpets at the Palace of Versailles, to express its craftsmanship and cultural understanding on a global stage [6] - The brand aims to create a dialogue around its century-long history and contemporary design, planning to establish a "Centennial Club" for global century-old brands to discuss future directions [6] Group 4: Leadership and Vision - Chen Zhongwei's leadership is characterized by a commitment to continuous learning and adaptation, ensuring that the brand remains relevant and vibrant in a rapidly changing world [7] - The company views its narrative as intertwined with China's modernization, positioning itself as both a witness and participant in this historical transformation [7] - Looking ahead, Hengyuanxiang is focused on a long-term vision, recognizing that its story is an ongoing journey that will continue to evolve with the times [8]