Focus on the truth and ask the question. On the first day of the Lunar New Year, put on new clothes, visit relatives and friends, and visit relatives for the New Year. We Chinese pay attention to the word "courtesy", and we are not empty-handed, and we bring up a few time-honored New Year goods, which is reasonable and face-saving. Recently, the Ministry of Commerce announced a new batch, which is also the third batch of China's time-honored brand list, and 382 brands have been selected. Why can these 382 brands be named "time-honored brands"? What are the characteristics of each of them? In addition to inheriting old skills, what other innovations have been made by Chinese time-honored brands? Next, let's get to the bottom of the question.
In addition to the "old" new selected brands, what are the other characteristics?
According to reports, the average "age" of the 382 brands selected this time reached 138 years old. In addition to the old qualifications, what fields are these time-honored brands involved in? What are the common features?
This time, 382 brands were officially recognized as Chinese time-honored brands, and the number of time-honored brands in the country reached 1,455, focusing more on serving the daily life of the people. There are not only daily necessities such as firewood, rice, oil and salt, but also arts and crafts and other fields that reflect the distinctive characteristics of Chinese civilization, as well as some goods and services with regional characteristics, and the first two batches of cumulatively, covering a total of 32 industries, more than sixty percent of which are distributed in food manufacturing, catering, wine and tea manufacturing, retail and other industries closely related to the daily life of the people, accounting for more than 10%.
According to the relevant person in charge of the Ministry of Commerce, the evaluation of China's time-honored brands pays more attention to the excavation and utilization of historical and cultural resources. The average "age" of these 382 brands is 138 years old, and the youngest is over 50 years old, of which more than 70% have intangible cultural heritage items at all levels, and more than 60% have movable cultural relics.
How does the "time-honored brand" inherit intangible cultural heritage skills?
Among the 382 newly selected brands, more than 70% have intangible cultural heritage items at all levels. How can time-honored brands bring traditional skills to life? Next, let's go to Suzhou to have a look.
Suzhou embroidery originated in Suzhou, Jiangsu, has a history of more than 2,000 years, is one of the national intangible cultural heritage, because of its beautiful patterns, meticulous embroidery, elegant color and other unique styles, Suzhou embroidery is also with Hunan embroidery, Shu embroidery, Guangdong embroidery, and listed as "China's four famous embroidery". In the newly released list of "Chinese time-honored brands", the Suzhou Embroidery Research Institute, as a representative of the inheritance of Suzhou embroidery skills, is on the list.
During the winter vacation, coming to the Embroidery Research Institute to experience Suzhou embroidery skills is one of the most popular extracurricular research projects for primary and secondary school students in Suzhou.
Founded in 1954, the Suzhou Embroidery Research Institute is a national intangible cultural heritage "Suzhou Embroidery Skills" project responsibility protection unit, which still retains the whole process from dyeing, drawing, hooking, to design and production. Over the past 70 years, the Suzhou Embroidery Institute has trained hundreds of embroidery masters and experts, creating and innovating more than 200 embroidery techniques.
Yu Xiaoying, Deputy Director of the Inheritance Research Office of Suzhou Embroidery Research Institute: The work I am creating now is Van Gogh's "Iris". What lines to use, how many colors to use, and what is the angle at which the lines intersect? The effect of these subtle changes is not the same, in fact, Suzhou embroidery is not rigid, it has always been a process of summarizing learning, so it is so full of vitality.
In the past two years, the institute has also tried to use Internet technology to create a new scene of home consumption, so that Suzhou embroidery can enter more people's daily life.
Zheng Guiquan, chairman of Suzhou Embroidery Research Institute: On the premise of the audience, with the cultural atmosphere of the society, and with the pursuit of aesthetics, we will take the innovation and pace of our embroidery.
How can innovative "time-honored brands" attract young people in inheritance?
Inherit the old skills, but also keep up with the rhythm of modern life. During the Chinese New Year, Ningbo's Dongfuyuan Restaurant is at its most prosperous, and the dishes not only satisfy the old diners, but also conquer the taste buds of the young. How?
In Ningbo's Dongfu Garden, there is a copy of the "Dish Price List" in March 1965, and the soup yellow croaker, braised soft-shelled turtle, and eight-treasure winter melon cup on the price list are still the dishes of the top ten famous dishes of Dongfu Garden, which are sought after by diners.
Ningbo citizen Ying Jianbo: In Dongfuyuan, we can eat authentic and authentic Ningbo cuisine, this century-old brand has provided us with such an opportunity, satisfied our happiness, and retained this beautiful memory.
Now, Dongfuyuan not only retains the old Ningbo cuisine, but also innovates and reforms the dishes and operation methods. In 2023, Dongfuyuan's first sub-brand will open in Ningbo Gulou Pedestrian Street, with a series of "raw pickles, cooked and drunk", nostalgic and simple layout and tavern positioning, breaking through the traditional impression of Dongfuyuan Hotel and bringing more diverse choices to young people.
Zhang Kong, President of Ningbo Time-honored Brand Enterprise Association and fifth-generation inheritor of Dongfuyuan: "Fu Xiaoguan" is a gathering that is more suitable for young people. We have integrated with the eight major cuisines of China, and we have also learned a lot of Michelin recipes, Chinese cuisine and Western cuisine.
How to determine whether the "time-honored brand" can be selected once and for all?
382 brands have newly become "China Time-honored Brands", how are they recognized? Once selected, can you have this golden sign forever? Let's find out more.
Zhang Lijun, Vice President of China Chamber of Commerce: There are about 6 major aspects, more than 20 items, nearly 30 evaluation indicators, then there are two most important ones. The first is that the company must have 50 years of existence, and the second is that the company should have a history of 30 consecutive years of such products or services in this kind of product or service.
Since 2006, China has carried out the identification of Chinese time-honored brands, and the previous list of Chinese time-honored brands can be described as "only in but not out", and the new "management measures" put forward a new mechanism of dynamic management and "entry and exit". According to the relevant person in charge of the Ministry of Commerce, the removal of the brand from the list of Chinese time-honored brands must go through procedures such as enterprise self-inspection, local preliminary verification, expert review, and social publicity, and will be announced by the Ministry of Commerce in conjunction with relevant departments. For those who have been operating poorly for a long time, refuse to perform relevant obligations, or have violated laws and regulations, they will be categorized and given interviews for rectification, and rights and interests will be suspended until they are removed from the list.
In the hearts of many people, "China Time-honored Brand" is not only a commercial brand, but also a feeling. It represents the business ethics of Tongsuo and the craftsman spirit of excellence. After the baptism of time, the big waves have washed the sand, and the four big characters of "genuine" left behind have become more and more shining, and have also become a model for more businesses.