“Butterfly”household sewing machine has become one of the most famous household machinebrands in China. However, due to the weakening of domestic market demand in thepast two decades, the market share of “Butterfly” household machines declined. Therefore,the company reset the direction which take the innovation-driven as the coreorientation, enhancing the core competitiveness of products, and striving toexpand the way of brand development, leading the “Butterfly” brand to fly intothe global market.
品牌核心价值Brand Core Value
Withthe brand strategy of “emotion first, function second”, we will explore thedifferentiation and explore the unique emotional value of “Butterfly”. Whileinheriting the "butterfly" brand, it has gradually formed thecorporate culture of “creating national brand with international quality”.
① Thechange of appearance. The structure of the sewing machine has become moresimplified and the operation has become easier. At present, the householdsewing machine has been transformed from the traditional, bulky, single-functionalmachine into a multifunctional and fashionable household sewing machine.
① Thechange of the function. From single linear sewing ability into a variety ofpattern sewing ability, and meet the diversified demands of modern families withmultifunctional sewing machine and embroidery machine.
① The change of value. From the practicality ofthe function of traditional products, it has gradually changed into anexperience of added value on emotion. Shang Gong Group Co., Ltd. established “ButterflySewing Bar”, “Butterfly Cloth Art Creative Studio”, “Butterfly Cloth ArtCreative Weekend Classroom” and “Creative Training Classroom for Patchwork”.