Chao News client reporter Guo Wen.
According to CCTV News: Recently, the Ministry of Commerce and relevant departments announced the results of the review of China's time-honored brands, 55 brands were removed from the list of China's time-honored brands, and 73 brands were required to rectify within a period of 6 months. Many of the time-honored Chinese brands that were "delisted" this time are brands that consumers have been familiar with, and this result has aroused everyone's attention and asked: What happened to the time-honored brand?
If it weren't for this news, I don't think most people would think of the old brands, even though they are all around us, in our lives. For example, in summer, you will walk into Huqing Yutang to drink a cup of black plum soup, go to Fang Huichun Hall to receive incense sachets during the Dragon Boat Festival, buy moon cakes from Yixiangzhai during the Mid-Autumn Festival, think of the rice balls of the duck dog in Ningbo during the Lantern Festival, think of buying some Hangzhou-style dim sum when passing by Zhiweiguan, go to Shaoxing, and try the fennel beans and rice wine ...... of Xianheng Hotel
Time-honored brands are like this, because of the long historical accumulation, they have become a Xi in our lives, even conventions, but you will not specifically remember. Maybe until one day, when you suddenly think that a certain old brand has disappeared, you will sigh a few times and the old brand disappears one after another.
That's why, when this news said that 55 time-honored brands were "delisted", everyone couldn't help but feel melancholy, although for most people, these brands are not local names, and many people have never even heard of them, but everyone's feelings are similar, and they will think of those time-honored brands around them.
The birth and existence of time-honored brands is because it is old and good. Officially, in order to become a time-honored brand in China, it must be a brand established before 1956 and have a long enough history to show its "time-honored" style, and secondly, it must be famous enough to become a local product geographical indication. From the folk definition, it is because they are reliable enough that they can live so long. The reason why time-honored brands in various places are famous really depends on the word-of-mouth among the people, and with word-of-mouth, a store, a factory, and a brand will have enough vitality to survive, and only then can they have the basic conditions to become a time-honored brand in China. It can be said that the time-honored Chinese brands in the past were all eaten by the masses, worn out one by one, and used in the same way.
That's why when I heard that a time-honored brand was delisted, everyone's reaction was so big, and the news was once on the hot search, because there is weight in feelings, and it also carries higher expectations. This is actually what has been experienced.
10. The common fate and situation of China's time-honored brands for hundreds or even hundreds of years.
Quality is the way of survival of China's time-honored brand, and it is also the reason for its existence.
Since its establishment, there is a plaque in Huqing Yutang in Hangzhou, which is the founder Hu Xueyan's handwritten "Stop Fraud", which is a big shopkeeper who deceives customers, and who quits counterfeiting and shoddy. That's why it has won the reputation of "Tongrentang in the north and Qingyutang in the south" just a few years after its establishment, and it has been until now. Customers know that as long as they enter this store, the medicinal materials they buy are authentic and reliable. This is the foundation of the time-honored brand and the way of the world.
In fact, whether it is an ancient industry or a modern enterprise, integrity is the most fundamental issue for survival and development. The quality of many time-honored brands is deteriorating, far deviating from the original intention and foundation of becoming a time-honored brand, which is the reason why they can't survive.
Some netizens once summed it up like this: Don't eat Quanjude when you go to Beijing, don't eat Goubuli when you go to Tianjin, don't eat Fuchun Tea House when you go to Yangzhou, and don't eat Lao Banzhai ...... when you go to ShanghaiThe names of the stores mentioned here are all time-honored brands, and netizens commented that they "only retain the traditional appearance, but do not retain the traditional taste".
Not only the time-honored restaurants but also the time-honored brands in other industries have been complained about from time to time. The ancient motto of Beijing Tong Ren Tang is "although the concoction is complicated, we must not dare to save labor, and although the taste is expensive, we must not dare to reduce material resources", but it has been repeatedly on the "black list" due to the use of expired honey, unqualified product sampling, illegal addition and other problems, and was revoked in 2019 The title of China Quality Award was revoked.
Our Zhang Xiaoquan in Hangzhou has also been trapped in the "quality door" in the past two years. Because the garlic knife was complained by customers, the manufacturer did not think about how to improve product quality and recover brand losses, but hired people to brush up on the Internet and was finally fined 250,000 yuan. This time, Zhang Xiaoquan entered the list of 73 brands that required rectification within a time limit.
This kind of word-of-mouth crisis is fatal to time-honored brands. We often say that we want to protect traditional culture, so we have given enough tolerance and support to Chinese time-honored brands, and time-honored brands around the country have basically enjoyed support policies, which has also led to many time-honored brands not wanting to forge ahead, "relying on the old and selling the old". After all, in the past, they have enjoyed various benefits compared to their counterparts without background.
When the time-honored brand operates, there are subsidies such as shop rent, and there is no need to spend a lot of effort to build fame and shop the market like a new brandIf a time-honored brand wants to go public, there are policy guidelines and green channels;The innovation of time-honored brands has not moved, and there are still people pushing them to innovate, and almost every province has an institution dedicated to serving the local time-honored Chinese brand.
Under such conditions, if the time-honored brands do not cheer up and are finally kicked out of the list, it can only be said that the time-honored brands are not qualified to complain about this result.
There is no shortage of craftsmen in this world, but the brands that are deeply rooted in the hearts of the people are only half a claw.
For an ancient country with thousands of years of civilization, time-honored brands represent a kind of historical heritage and a profound cultural tradition, and their existence and development have profound symbolic significance.
In 2022 alone, more than 1,300 companies in Japan celebrated their "100th birthday";Half of the German companies on the 2022 Fortune Global 500 list have a history of more than 100 years. Time-honored brands have history, culture, and even the potential to become a major international brand, and they certainly deserve to be protected.
In fact, it is not only a time-honored brand, it can be said that enterprises will face the problem of breaking through themselves at a certain stage of development, and how to update and iterate products and adapt to the development trend.
A large part of these time-honored brands that have been delisted and required to rectify this time are due to poor management, and some have even closed down. Among the 1,128 time-honored Chinese brands identified in 2021, less than 10% have developed well, and 50% have continuous operating losses.
Quanjude, from 2020 to 2022, has lost money for 3 consecutive years;Ignore the dog, only five years after being listed in ***, it was delisted;Zhang Xiaoquan, revenue in the first three quarters of this year decreased by 13 year-on-year78%, net profit decreased by 77 year-on-year41%。
In fact, with the rise of the national tide and the boom of intangible cultural heritage, many time-honored enterprises have ushered in new development opportunities.
For example, in the A** field, there are nearly 60 time-honored brands listed, such as Moutai, Haitian, Yunnan Baiyao, Wanglaoji, and Tsingtao Beer, which are out of the limelight.
The biggest advantage of a time-honored brand is its brand. Even if it is a momentary loss, there will still be a day when it will make a comeback. In the past, Hangzhou has a time-honored restaurant called Su Chun Zhai, specializing in vegetarian dishes, dim sum, before 1999 has been one of the most lively restaurants on Yan'an Road, but then because of the relocation, disappeared for more than 20 years, at the end of last year, it quietly appeared next to the thousand-year-old temple Jingci Temple, its vegetarian buns, vegetarian roast goose was sought after by Hangzhou people again.
For example, Huzhou's zongzi brand "Zhu Boss", which was born in 1887, has an annual sales of only more than 10 million yuan in 2019.
In the Ministry of Commerce's China Time-honored Brand Shouzheng Innovation Nomination Case, Zhiweiguan, Xianheng Hotel, Huqing Yutang, etc. are among them, think about it carefully, these stores and time-honored brands are also the brands that we will patronize and buy again and again in our daily life.
When we talk about protecting and respecting traditional culture, the existence of these time-honored brands is proof of this. It is conceivable that they will continue to live silently in our daily lives, accompanying this era;It is also conceivable that the surviving time-honored brands will also bear the imprint of the renewal of the times and be more vigorous.
*Please indicate the source".