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Text|Wang Nan. Only by activating and utilizing cultural resources and empowering product quality and service can we keep pace with the times and make up for shortcomings, and polish the time-honored brand more and more.
Not long ago, the Ministry of Commerce issued the "Notice of the Ministry of Commerce and Other 5 Departments on Announcing the Review Results of China's Time-honored Brands", which removed 55 brands that have been operating poorly for a long time, or have even gone bankrupt, cancelled, or closed down, or lost the ownership and right to use the registered trademarks of time-honored brands, from the list of China's time-honored brandsFor 73 brands with poor operation and declining performance, they are required to be rectified within 6 monthsContinue to retain 1,000 well-developed brands. These include many well-known brands, such as Beijing Huanv, Tianjin Daoxiangcun, Shanxi Baoxingshan, Inner Mongolia Dashengkui, Dalian Qunyinglou, Heilongjiang Zhengyanghe, Shanghai Laobanzhai, Shandong Taikang, Henan Pisces, Guangdong Linlang, Chongqing Guanshengyuan, Yunnan Lufeng, Shaanxi Qinchuan, Ningxia Jingyitai, etc.
The time-honored brand is a "golden signboard" bred in the history of China's industrial and commercial development, with an annual operating income of more than 2 trillion yuan, widely distributed in more than 20 fields such as food processing, catering and accommodation, and resident services. It is reported that at present, there are 1,128 Chinese time-honored brands and 3,277 local time-honored brands in China, of which 701 Chinese time-honored brands have been established for more than 100 years, and the oldest Beijing cheap shop has gone through 607 years. The time-honored brand is the result of the painstaking efforts of several generations, with profound historical accumulation, distinctive traditional characteristics and a broad mass base, and has high economic value and special cultural value. People love and trust them, largely because they have gone through the test of time and the times, and have become "golden signs". This time, the "delisting" and "rectification" reflect the problems of many time-honored brands, and it is precisely a wake-up call for them.
For the time-honored brand, it is precisely because of the continuous polishing of craftsmanship and skills over the years that the reputation of the brand has been shaped, and it is very famousHowever, because of the strong historical accumulation, it is easy to lead to outdated concepts, backward mechanisms, and lack of innovation, and it is not able to catch the attention of young consumers, so it is easy to lose in a dazzling array of modern products. Lying on the credit book of the past, "eating the old" and "relying on the old and selling the old", unable to keep up with the integrity and innovation, did not follow the path of modern management and operation, and failed to keep up with the rhythm of today's market development......These "fatal injuries" need to be paid attention to and sorted out by time-honored brands.
Survival of the fittest is the inevitable law of market competition. With the development of the market, the supply of products is becoming more and more abundant, and the needs of consumers are becoming more and more diversified and personalized. In this regard, how to keep up with the pace of market development and hand over the answer sheet that consumers are satisfied with is a topic that time-honored brands urgently need to answer. In view of the aging of products, the difficulty of breaking the circle of customers, and the lack of channel development, time-honored brands should not rest on their laurels, but should observe the market, take the initiative to cater to the consumption needs of young people, seek new business growth points, and avoid customer "faults".
However, it must also be noted that transformation and upgrading can be described as a "labor pain" for any brand, so do not blindly and follow the trend of transformation, we must combine our own development reality, return to the essence of business, and follow the objective law of the development of the industry. It is not difficult to see from the time-honored brands that still have a sense of presence in the current market that their models, products, channels and marketing are constantly innovating. For example, according to the health needs of the people, research and development of new products with low sugar and low fat;For consumers who pursue "personalization", we actively promote cross-border co-branding cooperationFor sales channel orders.
First, the traditional problem, the development of live streaming, online sales of new ways. In addition, on the basis of benchmarking today's advanced concepts, we should not only explore the deep integration of protection, inheritance and innovation and development, but also clarify our own advantages and dig deep into the cultural heritage behind the brand. The Ministry of Commerce, the Ministry of Culture and Tourism, and the State Administration of Cultural Heritage jointly issued the "Notice on Strengthening the Linkage between Time-honored Brands and Historical and Cultural Resources to Promote Brand Consumption", which once proposed to "give full play to the positive role of time-honored brands in promoting the continuous recovery of consumption and promoting the excellent traditional Chinese culture". Only by activating and utilizing cultural resources and empowering product quality and service can we keep pace with the times and make up for shortcomings, and polish the time-honored brand more and more.
The author is a lecturer at Xiamen Vocational College of Performing Arts).
Moderately Prosperous", China Well-off Network Exclusive Article).
This article was published in the early December 2023 issue of Xiaokang.