Lu Yi. 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 shortlisted, with an average "age" of 138 years old.
As early as 2006, China launched the "Revitalization of Time-honored Brands Project", and carried out a series of work to promote the continuous enhancement of the vitality of the development of time-honored brands, and the overall momentum of vigorous development. In 2022, China's time-honored enterprises will achieve an operating income of more than 12 trillion yuan, tax contribution of 270 billion yuan, and 87 percent of employment20,000 people. This year is a year of economic recovery after the three-year transition of new crown epidemic prevention and control, and the role of time-honored brands in promoting consumption cannot be underestimated. In the first three quarters of 2023, the operating income of China's time-honored brand enterprises has exceeded the level of the whole year of 2022, and the development momentum is strong.
However, in recent years, some time-honored brands are facing outstanding problems such as rigid mechanisms, outdated concepts, insufficient innovation, and weak inheritance, which still restrict the rejuvenation of time-honored brands. Some people have summed up the "three major reliance" of time-honored brands: relying on support, relying on subsidies, and relying on procurement, and its development dilemma can be seen. In May this year, the Ministry of Commerce and relevant local departments interviewed some time-honored companies, requiring them to strengthen internal management and strictly regulate their operations, which also played a warning role in other time-honored brands.
Time-honored brands are not an excuse to rely on the old and sell the old, and the "lifelong system" has begun to be broken. More than a month ago, the Ministry of Commerce, together with relevant departments, announced the results of the review of China's time-honored brands, removed 55 brands from the list of China's time-honored brands, and required 73 brands to be rectified within 6 months, sending a clear signal to the society, so that more people are aware of the establishment of a dynamic management mechanism of "in and out", so that time-honored brands can be "rolled up", so that the "golden signboard" can be polished brighter and brighter.
Time-honored brands lead new fashions, and they can't "lie flat" to eat old books and sell "old cakes". For enterprises, it is necessary to combine traditional business methods with modern technical means of the Internet and big data, actively carry out cross-border integration, develop new products, attract new customers, and open up new marketsFor relevant departments, one is to expand the amount, dig deep into local resources, in-depth collection and sorting of traditional products and skills, and enhance market competitiveness by promoting time-honored enterprises to actively introduce social capital;Second, it is necessary to raise the stock, vigorously promote the cultural connotation of time-honored brands, improve quality, create brands, and cultivate new momentum and achieve new development by improving consumer experience, online and offline linkage, and promoting integrated development. In recent years, the organization of "time-honored brand carnival" activities in various places, the cultivation of time-honored brand clusters, the construction of museums, etc., is a new exploration, creating considerable social and economic benefits.
The time-honored brand is bigger and stronger, and the planning and guidance according to local conditions are indispensable. Taking Guangdong as an example, the time-honored brand industry has a high degree of concentration, and the profound cultural background of food and medicine has created a number of time-honored brands in the food, catering and pharmaceutical industries, accounting for 2 3 of the total number, and the remaining 1 3 is distributed in the service industry, craft, manufacturing and other industries. In this regard, Guangdong issued the "Action Plan for Promoting the Innovation and Development of Time-honored Brands in Guangdong Province (2022-2025)", which put forward the "Six Ones" action in a targeted manner, and depicted a "roadmap" for the innovation and development of time-honored brands, which is of great significance for further optimizing the policy environment, building a promotion platform, and stimulating the momentum of enterprises.
Those who kill time-honored brands are those who advertise themselves as time-honored brands. As industry insiders say, when the times are changing, when the competition is more intense, if the time-honored brand cannot keep pace with the times and adapt to the new tastes and habits of consumers, it is bound to "become a time-honored brand, and lose a time-honored brand".