After Hengyuanxiang became the sponsor of the Beijing 2008 Olympic Games, it launched a series of memorable advertisements over the years, most notably the "Hengyuanxiang, Sheep and Goat" campaign. However, in recent years, the brand has taken a surprising turn, shifting from "Sheep and Goat" to "Hengyuanxiang and Niu Niu Niu." By the Spring Festival of 2008, a one-minute ad featuring "Chinese Sheep, Cattle, Pig, Rat, and Mouse" caught people's attention. The ads have always been filled with humor and wit, making them a beloved part of the Spring Festival tradition for many.
The brand’s advertising style has evolved into something almost like a New Year film—entertaining, lighthearted, and deeply embedded in Chinese culture. As the Tiger Year approaches, fans are wondering what new twist Hengyuanxiang will bring this year. If the brand continues to embrace its bold and unconventional style, it might just go all out with a "Wolf Wolf" ad.
Interestingly, the term "wolf" in Chinese business culture is not seen as negative at all—it often symbolizes strength, courage, and ambition. Companies like Haier even use it to inspire their teams, with slogans like “Don’t turn sheep into wolves; why dance with wolves?†So, if Hengyuanxiang decides to jump into the "wolf" territory, it could be a clever and strategic move.
However, the brand isn't without controversy. Recently, a trademark dispute has emerged. In Changshu City, Jiangsu, a company named Xinglong Garments Co., Ltd., owned by Yu Wenqing, claimed that Hengyuanxiang used a modified version of their registered "sheep" logo without permission. The case, involving millions in claims, has been accepted by the Beijing Second Intermediate People’s Court. Hengyuanxiang has also faced legal actions in other regions.
Yu Wenqing stated that he first applied for the trademark in 2001, slightly altered the original design, and successfully registered it in 2003. He transferred it to himself in 2004. In 2009, he discovered that Hengyuanxiang had been using the design on their clothing without his consent.
Despite criticism over the years, Hengyuanxiang has continued to grow rapidly, turning negative publicity into an opportunity. Its ads, though sometimes seen as vulgar, have become a cultural phenomenon. Many consumers may not mind the "vulgar" style, as long as the brand keeps delivering entertainment and nostalgia.
So, as the next Spring Festival approaches, we can only wonder: Will Hengyuanxiang once again surprise us with a new animal-themed ad? Will it be "Wolf Wolf," or maybe even "Tiger Tiger"? One thing is certain—Hengyuanxiang never stops making headlines.
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