China Resources Building Materials Technology Holdings Limited

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Branding

Runfeng
Runpin
Brand Activities

Runfeng is the unified product brand for basic building materials and structural building materials launched by China Resources Cement Holdings Limited in 2016 after integrating brands such as "Runfeng", "Hongshuihe" and "Haidao". It was officially launched and entered the market on 28 June 2016 and mainly applied in product lines including cement, concrete, aggregates and prefabricated construction. Products have been applied to Hong Kong-Zhuhai-Macao Bridge, Hong Kong Tsing Ma Bridge, Hong Kong International Financial Center, Shenzhen Airport, Shenzhen Yantian Port, Shenzhen Mixc, China Resources Tower (Spring Bamboo Shoots), Guangzhou-Shenzhen Expressway, Guangshen Yanjiang Expressway, Canton Tower (Small Waist), Nanning Mixc, Guangxi Xijiang Shipping Hub, Xiamen Cross-Strait Financial Center, Wenchang Space Launch Site, Hainan Island Ring Expressway, Haoji Railway (formerly known as Menghua Railway), Lijiang-Shangri-La Railway, Jiayan Reservoir and other key projects.

Brand Advertising Slogan

The slogan, “Quality Makes Beauty”, strives to reiterate consumers the brand proposition of “Runfeng is committed to building a better and high-quality life with high-quality products and services”.

Brand Milestones

2014	At the beginning of 2014, the strategy of "Runfeng Cement" as a national unified brand was established.
2015	In November 2015, the Runfeng logo and the words "Runfeng Cement" were successfully registered in the Trademark Office of China National Intellectual Property Administration.
2016	On June 28, 2016, the Runfeng Cement brand launch conference was held in Nanning, Guangxi, which marked Runfeng Cement as the company’s national unified product brand.
2017	In 2017, we comprehensively promoted the "Runfeng Cement" brand, launched multi-dimensional offline promotional activities, and set June 28 each year as the annual anniversary of the Runfeng Cement brand.
2017	On April 28, 2017, Runfeng Cement's sub-brand "Wangpaigongjiang" was launched and positioned as decoration cement.
2018	On June 28, 2018, the cartoon spokesperson Run Xiaofeng was launched.
2018	On October 23, 2018, Phoenix.com and other media conducted a report titled "Runfeng Cement, Building Sea Road of the Hong Kong-Zhuhai-Macao Bridge".
2019	In 2019, with the help of the Internet vertical home improvement platform To8to, the brand promotion of Runfeng Cement was launched to strengthen the brand's awareness among home improvement consumer groups.
2020	On August 5, 2020, World Brand Lab released the list of "China's 500 Most Valuable Brands". The "Runfeng Cement" brand ranked 117th on the list, with a brand value of RMB 51.958 billion.
2022	On 29 March, 2022, the application of the“Runfeng” brand has been expanded to concrete, aggregates and prefabricated construction in order to build a unified brand for the industrial chain.

“Runpin” is the unified product brand for functional building materials of China Resources Cement. It was officially released on 23 June 2022 and mainly applied in product lines such as engineered stone and tile adhesive. The release of “Runpin” is not only an important measure of CR Cement to “expand and strengthen the functional building materials” during the “Fourteenth Five-Year” period, but also a major breakthrough in the transformation and innovation of CR Cement. With the vision of “Making Life Better”, “Runpin” is committed to “become an integrated provider and industry leader of “consumer building materials products and services”.

Brand Proposition

With the brand proposition of “scientific quality”, “natural harmony” and “warm space”, “Runpin” adheres to the concept of connecting our living space with technology, green and warmth to inject technology and nature into our life aesthetics so as to become a connector of a better life.
Scientific Quality: Runpin advocates to improve quality with technology and innovation. We provide the public with better choices through intelligent and digital advanced equipment, sophisticated product technology and high-quality customer service, and use technology and artisan spirit to consolidate the foundation of product quality.
Natural Harmony: Runpin proposes polishing the background of the brand with green development. The raw materials are taken from the nature and integrated into green building materials with energy-saving and low-carbon innovative technology. We implemented the concept of environmental protection into all areas including production, logistics and supply chain.
Warm Space: Runpin advocates to warm lives of all with beautiful space. We inject technology and nature into our life aesthetics and comprehensively integrate building materials and art to offer more beautiful expectations and imagination to home life.

Brand Milestones

2019	We established the strategy of building a product brand for new business and firstly applied it on engineered stone business.
2020	The brand name and the VI image system of “Runpin” were established.
2021	The application of “Runpin” brand was extended to product lines of engineered stone and tile adhesive, which are under the Functional Building Materials Division of CR Cement.
2022	On 23 June 2022, “Runpin” was officially released and the "Runpin Luxury" settlement ceremony was held.