Brand Story: Hero Pen Brand Development Process

1931, the hero of Golden Pen Golden Pen factory plant was formerly Huafu born, and became the prototype of Shanghai fountain pen manufacturing. Its semi-feudal, semi-colonial China several ups and downs, after suffering, hard to fountain pen manufacturing to China opened the way for. After the founding of new China through public-private partnerships, companies in the production, technology and enterprise scale, great development.



1958, the hero who was famous far and wide for its "pragmatic innovation" the spirit of the trend of "Hero" drive "Pike," the boom, the factory workers through technical research, and ultimately a catch up, "Parker "The goals and the birth of the" Heroes 100 "Zhe Zhi-quality products, popular for decades, enduring; It is also in the process of catching up the advanced world and aroused the workers sense of honor, formed" open-minded, studious, hard work innovate and catch up, win glory for the country's "heroic" spirit. For decades, the hero who is always cast in this spirit with the national brands, product development, technological innovation, production management and other fields to go in front-end industry. Over the years, generation after generation of heroes document is the consumer acceptance, the product has won several national silver medal, ministerial and municipal title of excellent products and a continuous multi-session "Golden Bridge Prize" "the most satisfactory products," and so "Hero", "China Famous Brand" title, and gradually become one of the representative image of fountain pen. hero as truly a gold pen factory, the first to become the first national light industry enterprises, have been awarded Shanghai Light Industry excellent enterprise quality management department, has reelection Shanghai Model Unit "10 Champion", Shanghai, and the State Light Industry Bureau, "the image of the top ten industrial enterprises" unit, the Shanghai "heavy contract, keep promise River," the title of such units by the national and Shanghai City, city leaders pay attention and care. the late President Li Xiannian inscription for the enterprise; "to protect national industries, to develop the international market", the CPPCC National Committee chairman, the former Shanghai mayor Wang, the former Shanghai party boss, are all Vice Premier Wu Bangguo, Shanghai Party Secretary Huang Ju and



Other City leaders have visited the Department of Enterprise, on "Heroes" an important development given the instructions on the "hero" of the future hope.



The mid 80, with domestic and foreign Pen situation and development of market competition, hero fountain pens factory product structure was a major adjustment, mainly from the middle and low grade shift in the main. Improve product quality inherent in the premise of the new product ratio has remained at about 45%. Also set his sights on the international market, international brands to forge ahead. The early 90s, made the official state hero fountain pens factory import and export rights granted, the export volume increased year by year, annual export earnings in recent years, more than 10 million U.S. dollars, sold more than 60 countries.



2000 12 months, through the National Foreign Trade Commission, set up the Shanghai Hero Light Industrial Products Import and Export Corporation, for the hero to further develop the international market energized. In the international market, many of the world manufacturing and marketing products of the famous document has been approved multinational corporations "Hero" brand reputation and strength, and in product design, process and other aspects of trade to start



Cooperation



. Further emphasis on style and shape of the design, keep the same characteristics on the basis of national international standards, to art, gift of the art of direction. Focus on developing new categories, new products, product categories from the original 2 into 7, in the turn of the millennium period, participation in the process of market competition, heroes who face the new situation, new challenges of economic globalization, the hero people with heroic spirit and fighting spirit, constantly create and enhance their core competitiveness, promote "bravely assumed responsibility for the professionalism, sincere cooperation, team spirit, innovative spirit of excellence" corporate culture, leading them into a new round of venture into. In the further process of international integration, products and processes on the production technology continues to incorporate new elements of the trend, while maintaining ethnic characteristics, forming a unique style. For example, some high-end pens in the design process, retention of ethnic characteristics of the court point screw technology, and in appearance is absorbed foreign advanced technology of surface decoration, single master carefully using imported raw materials, greatly enhancing the product's box withered and added value. To adapt to the market in the marketing trend of globalization, to actively establish marketing networks, only cities in the country has established 10 sales offices, in large cities, large commercial buildings set up special counters, and the world famous brand competition with Taiwan and abroad Stationery companies to establish a hero, not only can produce the required local stationery and as a trade window to undertake foreign trade business.