CNDSN news December 18th twenty-first Century economic report in a circular building community in Shanghai Fengxian a very Silicon Valley atmosphere, a tall thin America youth like the discovery of a new continent, smiling as he sang, tapping all buildings -- tables and chairs, cups, pool and so on, and with the lively rhythm melody, enjoying here for a free, happy, confident and "rich". His name is ARAN, from America, he participated in the creation of "new", the performance of all the promotional film, not long ago in Chinese brand value management forum was elected as "the best advertisement Award", except for ARAN, all the characters are as new piece appears the employee of the company. And the advertisement by the representative of the NU such as SKIN, also in the management of the forum also won the "best international brand building Chinese case award".

"China brand value management forum" jointly selected by the joint research center of brand in twenty-first Century domestic top universities, consulting agencies, brand experts, known as the "world brand Chinese brand dialogue learning". As the world's well-known anti-aging leader NU SKIN newly, can talent showing itself in more than 250 brands, has won two awards, and its unique innovation concept of brand management are closely related.

In the 30 years since the establishment, such as the new NU SKIN has been Everfount to bring to the market close to the "pulse" innovative products, be regarded as the enterprise of science and technology industry fully deserve. Since 2003 formally entered the Chinese, this multinational enterprise is the product innovation and brand charitable "balance beam" more walk more smoothly.

When asked about the brand management of the original NU SKIN, such as the new hand admits to twenty-first Century economic report reporter, 30 years ago, the founder of NU SKIN as the new start this company in American when he wrote a company mission: to gather a force for good in the world, with rewarding career opportunities, innovation quality products and enriching culture positive, empowering people to improve the quality of life force. In 30 years, NU SKIN as always adhere to the mission, based on ageLOC technology and 6S quality management measures, the cause of the territory to expand to 53 countries and regions, and by more than 100 charity projects in more than 50 countries and regions such as "force for good foundation funded the global including Asia, North America", Caribbean, Central America, Africa, Europe and Oceania, donations of more than $210000000.

In 30 years, such as the new NU SKIN through the innovation of the concept of excellent products and win support among the people of the public interest action based on, highlight the "intention to create a smile" core brand connotation.

Brand core:

AgeLOC science and technology achievement anti-aging experts

Its rich product line in NU SKIN, each brand goods within rich in high-tech R & D essence. At the beginning of the establishment of the NU SKIN, such as the new focus on skin care products, such as mergers and acquisitions in 1998 by Huamao, successful breakthrough supplements field, and how to find the intersection of skin care products and nutritional supplements, become the research and exploration of the direction of NU SKIN. Finally, NU SKIN as new managed to find this in common, is the ageLOC technology, the topical and oral administration of bundling product in a brand, focus on anti-aging field. This "crossover" brand strategy once launched, to obtain the unprecedented market response.

In this regard, such as the new chief executive NU SKIN, executive vice president of research and product development of long Ceng Runhai once said: "why people with increasing age and aging? Many people have tried to go a lot of products, but eventually found the role of products just to cover up their aging, not from the source resistance to aging process. Therefore, from a scientific point of view, if you want to find the real source of the problem, must rely on the last gene."

It is understood that the new company NU SKIN bought LifeGen Technologies American life gene technology center in 2011, and here 30 years exclusive gene database technology and patent related genes research resources, the success of NU SKIN as the new company "aging" gene science and new knowledge and new discovery. After years of research, scientists such as NU SKIN was finally successful in the study found that human genes, there are several groups and aging are closely related, and they give these groups of genes play a special name, called youth gene group YGCs. The expression profiles of genes by altering gene group, will have a positive or negative impact on biological aging. Thus, NU such as SKIN launched a fusion gene technology and antioxidant elements in ageLOC in 2009.

It is reported that ageLOC is not a product, but a technical platform. With the general scientists to single base because of different research objects, ageLOC technology by using gene chip technology successfully associated with aging in a set of genes, and named it the youth gene group YGCS (Young gene clusters), through the reset youth gene group YGCS gene expression, plays the anti-aging effect. NU SKIN as the technology company to create a goal is not cure the disease, but in the aging process of irreversible, as far as possible to maintain the best state of the human body.

The frontier science and technology company breakthrough soon carried out industrialization. AgeLOC as a kind of innovative technology, soon to take up the new company NU SKIN technology platform of the task, not only can be used in skin care products, can also combine with nutritional supplements. Reporter was informed that the internal product R & D in ageLOC anti aging platform, calorie restricted diet pattern is only able to retard aging in mammals known method, NU SKIN anti-aging products is also based on this to R & D. It is worth mentioning that the calorie control and even delayed the start time of aging related diseases such as diabetes.

Brand extension:

Empowering people to improve the quality of life force

In a more perfect technology products more natural for the global consumer NU SKIN as the new company, the brand image is very rich. And this one, carrying up through years of countless charity event is undoubtedly the most caring image to win support among the people. Charity and perceptual brand culture is a new brand continued to import, gain market and consumer recognition of a "hidden key".

As early as 1996 NU SKIN as new landing NYSE occasion, founder Luo Baili made clear, it is necessary to set up a charitable foundation to realize the social responsibility and the feedback of the enterprise, "a force for good foundation" was born. The goal of the foundation is to improve the living conditions of children and to solve the unhappy disease, illiteracy and poverty, hope for the future of children, help people improve the quality of life, the continuation of preservation of aboriginal culture, and the protection of the earth's ecological environment is fragile, and ultimately for the next generation to create a better world.

It can be said, in 30 years ago, NU SKIN as new about charity charitable, yet now All the world knows. "corporate social responsibility" concept, but in the new time position has been clear to "gather a force for good" this purpose, it is also within the company is regarded as the most important KPI (employee performance appraisal index).

In the past 12 years, NU SKIN as new innovative practice "delegate to fish, as delegate to the charitable idea fish", the company's good deeds throughout every corner of China, will also be sent to the care of the most urgent need of hands. In the name of love win support among the people, people-oriented concept. In 2002, NU SKIN as the new group initiated the "hungry nourish the children program", their mission is to the world by a hungry child provide most in need of nutrition. According to the latest statistics, in the global VitaMeal donation amount has exceeded 380000000, in the Greater China region donated a total of more than 79000000 copies of vitameal.

Behind this a case of charity care action, all shining with NU SKIN as the new company of science and technology and care Become brand image. "VitaMeal" project founded originated in the company and the University of California at Davis nutrition expert Dr. Ken Brown (Dr.Ken Brown) cooperation to develop "vitameal". This dietary supplement materials generally used in China with corn, rice, which added to the two kinds of vitamins and minerals, help the child's brain development.

It is worth noting that "VitaMeal" usually donated to the school, in order to attract children to school education. NU SKIN as the new group chairman of the board and hungry nourish the children program executive director Lun Zhaoxun said: "we only give them food won't solve the problem because they do not have the ability to self reliant, so we hope that from the vicious cycle into a virtuous circle, let some of them go to school to eat, also can learn the knowledge and ability to create jobs the development opportunity, let the society better."

"Charity mode VitaMeal" multiple, not only advanced concepts, also let later difficult to copy, because from R & D to build factories and distribution from transport to, such as to participate in the entire process, this process of labor-intensive than just donate money to more difficult.

With the same strain, since entering China in 2003, NU SKIN also has in China has established 15 new hope school, helped more than 12000 poor children round the dream of learning.

By 2008 November, NU SKIN as the new China and work together with Shanghai Charity Foundation jointly set up a "NU SKIN as new fund" of the Chinese children with heart disease, to help poor children with congenital heart disease receive timely treatment, and promised to donate 1000000 yuan annually to the fund, continued for 10 years, is expected to inject 10000000 yuan to aid. In six years, the project has been successfully treated more than 2882 children with congenital heart disease (data update to the end of 2014 8), since 2013, a daily average of 3 children get let such as the new life.

"Such as the children's heart foundation" and "teach a man to fish" concept is also reflected in the 2011 start of neonatal congenital heart disease screening programs -- such as the new "wait" for children with congenital heart disease from the door to the "find" of children with congenital heart disease -- from the early screening and treatment to aid charity, volunteer service and after treatment. Form the most complete chain of special fund assistance for domestic and congenital heart disease. One involved in the relief items of medical staff said: "at present in the use of new funds, diagnosis and treatment of this piece is the largest. In the future, screening and training the proportion of investment will expand, it is meaningful."

With the operation age in China continue to accumulate, the scope of the company care action is constantly expanding, in-depth the various charity dimensions. NU SKIN such as the Greater China region President Fan Jiahui once said: "in our view, good not only to do good, but also including how to do well, how to help more people, create more smile." *

(original title: NU SKIN such as: walking in the brand construction of the beam on the transnational giants)

Editor: small Shen