The "time-honored brand" carries a rich historical and cultural heritage, and has won the trust of consumers with its unique quality, craftsmanship and reputation. However, with the changing times and the intensification of market competition, these brands are facing more and more challenges. With their innovative products, flexible marketing strategies and rapid market response, emerging brands are gradually eating away at the market share of "time-honored brands".
Existential crisis
Although some time-honored brands maintain traditional craftsmanship and quality, they fail to adapt to changes in the market and consumer demand, resulting in a lack of competitiveness in their products. Second, conservative marketing strategies put these brands at a disadvantage in emerging channels such as digital marketing and social**. The problem of management is also one of the reasons for the decline of time-honored products, some traditional time-honored brands in the management of the phenomenon of "big shop bullying" and so on, ** has risen, the quality of service has not kept up or even declined, consumers are naturally unwilling to pay. "China's time-honored brand" has long been no gold medal for avoiding death.
Born of sorrowDie in peaceOneFluctuations in performanceQuanjude, from 2020 to 2022, has lost for 3 consecutive years; Ignore the dog, only five years after being listed in ***, it was delisted; Zhang Xiaoquan's revenue in the first three quarters of last year decreased by 13 year-on-year78%, net profit decreased by 77 year-on-year41%..
IIWord-of-mouth reversalTong Ren Tang, who has always claimed to adhere to the principle of "not daring to save labor even if it is complicated, and not daring to reduce material resources although it is expensive", has been repeatedly on the "black list" because of the use of expired honey, unqualified product sampling, illegal addition and other problems, and in 2019, it was revoked its title of China Quality Award and withdrawn its certificate and trophy.
Three"Gold Medal"**The "Administrative Measures for the Demonstration and Creation of Time-honored Chinese Brands" issued at the beginning of 2023 proposes to "dynamically manage" time-honored brands to ensure that there are entry and exit. Since then, China's time-honored brands are no longer iron rice bowls and need to be regularly assessed. In the end, in this audit, 981 Chinese time-honored brands were retained, which are basically well-known; There are 73 brands that need to be rectified before they can pass the audit, such as Zhang Xiaoquan, Daoxiangchun, and Beiyuan Restaurant; A further 55 brands were removed directly from the list. If a time-honored brand wants to rely on a signboard to eat, it won't work.
Brand protectionTime-honored brands have history, culture, and even the potential to become international brands, and more importantly, time-honored brands have family and country feelings, representing the lifestyle and values of a certain period. People have a strong sense of emotional identity and belonging. The disappearance of time-honored brands is a sad thing, but there are also many time-honored brands that have come to life and eventually become a century-old brand that the Chinese people are proud of.
The trend of the timesWith the rise of the national trend, time-honored brands are facing new development trends and challenges in today's era. Time-honored brands need to take advantage of the national tide boom to strengthen the renewal and dissemination of brand image. Through marketing strategies that keep pace with the times, time-honored brands can combine traditional culture with modern trends to attract the attention of more young consumers. Taking advantage of the rise of domestic products, old brands such as Arctic Ocean, Shuanghesheng, and Longhui have regained their glory.
Cultural identityAs a culture with deep accumulation, "time-honored brands" reflect unique advantages. It is an emotional bond rooted in history, tradition and place. These brands not only represent commercial entities, but also carry rich cultural connotations. Through a long period of development, time-honored brands have become a part of social memory, carrying the craftsmanship, skills and spirit passed down from generation to generation.
Integrity and innovationBeijing Wu Yutai, a time-honored brand that sells tea, has developed the Internet celebrity matcha ice cream; Tsingtao Beer, 20 years ago, shouted the slogan of "100-year-old to zero", and followed young people to mix ** festivals and large-scale events; Even Moutai has been tossing, launching Moutai cocktails, inviting Jay Chou to endorse, and cross-border co-branding with Luckin Coffee.
Integrity and innovation
The light of domestic productsIf there is a brand that can carry the Chinese civilization, the weight of history, and the crystallization of culture, thatGuozhen GroupsubsidiaryEmperor Wu of the Han Dynasty medicine pillowUndoubtedly the most influential brand.
It's history! Emperor Wu of the Han Dynasty is an emperor in Chinese history with great talent, his eloquence and strategy, cultural and martial arts made the Han Dynasty the most powerful country at that time, people often use "Qin Emperor Han Wu" to call him and the first emperor in Chinese history Yingzheng, and use "Emperor Wu of the Han Dynasty" to describe him, but also called himself by the Han people. And Emperor Wu of the Han Dynasty medicine pillow, after the emperor of the Han DynastyEmperor Wu of the Han Dynasty as a trademark, is the bestHistorical and cultural representatives
The prescription of Emperor Wu of the Han Dynasty also possessed the medicine pillowMore than 2,000 years of history, its allusions and recipes are in "The Legend of the Immortals", "Elbow Reserve Emergency Prescription", "Taiping Guangji", "Drinking and Eating is Coming" and so onIt is recorded in ancient books。Emperor Wu of the Han Dynasty medicine pillow originated from the medicine pillow formula used by Emperor Wu of the Han Dynasty more than 2,000 years ago, and this formula was passed in the 70s of the last centuryChina Academy of Chinese Medical SciencesThe excavation research and development has passed more than 100 pharmacological tests for 8 timesClinically validatedIt was finally developed in 1988! It's been a long time ago37 years of history.
It's culture!
The medicine pillow of Emperor Wu of the Han Dynasty is the crystallization of the wisdom of ancient Chinese medicine culture.
According to "Chinese Medicine in the Pillow",Emperor Wu of the Han Dynasty medicine pillow has 32 flavors of Chinese herbs, the twenty-four things are good, in order to be the twenty-four solar terms; Its eight physical poisons are used to play a role in medicine through the eons of "traditional Chinese medicine fumigation". "Emperor Wu of the Han Dynasty Medicine Pillow" exactlyBased on the ideology of these TCM practitioners, inheriting the essence of internal and external treatment of traditional Chinese medicine, focusing on prevention, has a huge and unstoppable charm. This contains the rich content of thousands of years of traditional culture of the Chinese nationIt contains the broad and profound concept of Chinese traditional Chinese medicine culture.
It's a brand!
In 1988,The expert group of the China Academy of Chinese Medical Sciencesand jointly with eight tertiary hospitals in Beijing, Hubei and other tertiary hospitals to conduct research at the same time. ExperiencedHundreds of pharmacological tests, many times of clinical verificationFinally, in June 1988, it was officially announced that Emperor Wu of the Han Dynasty, which had a history of more than 2,000 years, had successfully developed the medicine pillow and saw the light of day. And issued an appraisal letter, which has the following evaluation: "After doing it in Beijing and Hubei224 cases were clinically verified, and it was believed that it had a good effect on insomnia, dizziness, headache, hypertension and other diseases, with a total effective rate of about 82%., while proving the pill pillowNon-toxic***Due to the unique method of administration, it can avoid the irritation of the gastrointestinal tract by various internal drugs. **Inexpensive, with obvious practical significance. It is a kind of health care appliance that is worth advocating and promoting. "Emperor Wu of the Han Dynasty medicine pillow came out, and the brand of Emperor Wu of the Han Dynasty medicine pillow was officially established.
As an advocate brand in the field of traditional Chinese medicine pillowEmperor Wu of the Han Dynasty has been deeply involved in the medicine pillow industry for 37 years。Because of its outstanding contribution to traditional Chinese medicine and the excellent quality of the product itself, Emperor Wu of the Han Dynasty medicine pillow was awarded the originalThe inscriptions of Cheng Siyuan and Lei Jieqiong, vice chairmen of the National People's CongressAt the same time, it has been successively broadcast by **TV station "News Network", "People's **" People's Political Consultative Conference Newspaper and so onCentral media reports
Values! To be a business is to be a person. Be sincere, tell the truth, and do practical things。We are in awe of life, but also in awe of customers. Let the world public:Get more sleep and take one less pill, healthy and happy, is the vision of Emperor Wu of the Han Dynasty. To be an enterprise that is valuable to the society, contributes to the country, and makes the Chinese people proudIt is the mission of Emperor Wu of the Han Dynasty to carry forward the culture of traditional Chinese medicine and Chinese culture.
In 1992, two vice chairmen of the National People's Congress wrote an inscription).
CCTV News Network Report in 1998).
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