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Women entrepreneurs focus on brand building

Updated: 2013-12-20 14:54
By Song Jingli (

Wang Lin, general manager of Shanghai Wenxin Corporate Image Design said she has always dreamed of having her own brand.

Women entrepreneurs focus on brand building

The image of Wang Ji-Xiang on a cup.[Provided to]

She now has her own brand, Wang Ji-Xiang, which has an image of a cartoon dog based on her two pet dogs. However, she said her company does not sell products but wants to only sell the brand, which means she wants other companies in the toy ,stationary and other industries to use the brand and pay for the usage.

But this does not make sense to companies, which asked why they needed to buy an unknown brand.

Wang said she quit her job at a university, teaching brand management, sold her house in downtown Shanghai and set up her company.

"I have done all of this to pursue my dream of having a brand, but my company keeps losing money," she said.

She admitted that quitting has crossed her mind several times but she always changes her mind after waking up in the morning, and just keeps moving forward.

She said another business at her company is designing a brand for a specific company which sells products but has never had a brand.

"That works well and profits are used to make up for losses and boost development in the Wang Ji-Xiang-related brand-granting business.

But she said she does not like this part of the job, which feels similar to sewing wedding dresses for others.

"I want to build my own brand," she emphasized.


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