Only by taking the "second half" of the time-honored brand listing, continuously improving market competitiveness, retaining old customers and attracting new customers, can we achieve steady and far-reaching results.
The Ministry of Commerce announced the list of new batch of time-honored Chinese brands to be recognized.
Caiyun Network Review Special Commentator Ding Tie.
On December 21, the Ministry of Commerce announced a new batch of Chinese time-honored brands to be recognized, with a total of 388 brands. Among them, 6 brands in Yunnan are to be recognized. Listing a time-honored Chinese brand is a good thing for the brand and the location of the enterprise, but the listing does not mean that everything is fine, and it is actually more important to maintain the brand after taking a good road.
China's time-honored brand represents China's excellent national brand and traditional business culture, with its unique products, skills and services inherited from generation to generation, with a good reputation, loved by the people. According to the regulations, one of the criteria for applying for recognition of China's time-honored brand is that the enterprise brand was founded before 1956 (inclusive). This article alone is enough to show that it is not easy to be listed as a time-honored Chinese brand, which is full of the perseverance and dedication of many generations of wisdom and sweat. The average "age" of the brands announced this time is 138 years old, and the youngest is over 50 years old, of which 716% have intangible cultural heritage items at all levels, 631% own movable artifacts. Even so, it doesn't mean that you can sit back and relax by hanging up the signboard of a time-honored Chinese brand.
On January 6, 2023, the Ministry of Commerce and other departments jointly issued the "Administrative Measures for the Demonstration and Creation of China Time-honored Brands", which proposes to establish a dynamic management mechanism of "entry and exit", one of the purposes of which is to avoid enterprises from only thinking about lying on the credit book and "eating the old book" after obtaining the honor of China's time-honored brand. In the review results previously announced by the Ministry of Commerce, 55 brands were removed from the list of time-honored Chinese brands, and 73 brands were required to rectify within a period of 6 months. Among them, the delisted ones include Yunnan brand Lufeng Scissors Factory, which won the title of "China Time-honored Brand" in 2007. China's time-honored brand is a "golden signboard", but if you don't want to forge ahead, you will not only lose your honor, but also lose the market.
In the competition of winning the market with quality and winning customers with word of mouth, even if an enterprise hangs up a time-honored Chinese brand, it cannot "rely on the old and sell the old". First keep upright, and then innovate, on the basis of maintaining the accumulation of quality and reputation, we should keep pace with the times and adapt to change. In the face of market changes and the impact of emerging brands, on the one hand, we must keep the bottom line of true materials and sufficient weight, and on the other hand, we need to spend more thought, more effort and more fuss on the beauty of packaging, more choices, more interaction, energy saving, and better stories. In addition, the local government can not be a wall-to-side, should increase support, strengthen supervision, and promote enterprise quality management, technological innovation, brand building, consumption promotion and so on.
It is not easy to fight the country, and it is even more difficult to defend the country. Survival of the fittest is the basic law in market competition, and China's time-honored brands are no exception. While maintaining the traditional characteristics, we should pay attention to the integration with modern technology, bring new product experience to consumers, take the "second half" of the time-honored brand listing, continuously improve market competitiveness, retain old customers, and attract new customers.
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