Recently, the Ministry of Commerce announced a new batch, which is also the third batch of China's time-honored brand list, with 382 brands selected, eating, drinking and playing. At present, the number of time-honored brands in the country has reached 1,455, including daily necessities such as firewood, rice, oil and salt, as well as arts and crafts and other fields that reflect the distinctive characteristics of Chinese civilization, as well as some goods and services with regional characteristics.
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. In the next step, the Ministry of Commerce will take multiple measures to promote the integrity and innovative development of time-honored brands, and promote the consumption of domestic "trendy products".
In the past few years, on the one hand, with the rapid development of the live broadcast e-commerce industry, Guochao domestic products have also ushered in a new outlet. Fashion, beauty, snacks and department stores, in many consumer fields, domestic brands are on the rise. With advanced marketing strategies and product strength, new domestic brands have gradually opened up their own place in the consumer market.
And many time-honored brands and brands are also actively entering the new e-commerce era. For these time-honored brands with a deep word-of-mouth foundation and a certain number of consumer groups, embracing e-commerce and innovative marketing is an inevitable way, and digital transformation is not difficult, but how time-honored brands can really take the road of transformation requires more experience from the "front line".
Taking Wei Ya as an example, what she is doing is to pass on her e-commerce experience to time-honored brands. As early as October 2022, at the fourth training class for the heads of time-honored brands in China, Wei Ya appeared as the "chief tutor" of the time-honored brand Guochao College, teaching relevant content in the field of e-commerce live broadcast to various time-honored brand enterprises.
On the one hand, through the form of case sharing, it helps time-honored brands to break through the confusion during the transformation. On the other hand, time-honored brands need to have a deeper insight into the market, and Wei Ya systematically interprets the new opportunities that time-honored brands are currently facing through observation and experience summary in the field of e-commerce.
In addition, Wei Ya's cooperation with time-honored brands is not limited to "teaching". According to the news of the time-honored Guochao Digital Industrial Park, the time-honored brand research institute and the Guochao Industrial Park also cooperated with Qianxun to open the Qianxun branch of the time-honored Guochao College, giving help and guidance to the time-honored students in terms of e-commerce practice and live broadcast operation.
Only by promoting the digital evolution of time-honored brands can they truly have self-hematopoietic ability and achieve a positive cycle of development. At present, many time-honored brands have rejuvenated themselves through digital channels and technologies such as interactive technology and live broadcast e-commerce, and ingenuity and technology have achieved each other.
The high-quality innovation and development of "century-old stores" not only lies in consumption promotion and industrial upgrading, but also in inheriting culture in a way that young people love, so as to create brand development and feed back the prosperity of national culture.