Time-honored brand is the "golden signboard" in the development history of China's industry and commerce, which has high economic value and rich cultural value, and has become an important component of common people's life.
At present, the market acceptance and tolerance are getting higher and higher, and the market competition faced by the time-honored enterprises is becoming increasingly fierce. In the face of new challenges and new opportunities, how to mark the advanced concept, comply with the market mechanism, consolidate and carry forward traditional advantages, form new competitive advantages, and wipe the "golden sign" more and more bright has become a major test.
The reporter noted that more and more time-honored enterprises have opened the transformation and upgrading project of keeping the innovation, they are trying to do a good job in the connection and transition of nostalgic tide and young new customers to attract into the store, they are actively digging the connotation of time-honored brands, accelerating the industry empowerment of time-honored brands, they are carefully studying brand renewal, promoting the transformation and content update of time-honored brands.
The broadcasting room of the time-honored enterprises is bustling:
As a time-honored enterprise, it is necessary to inherit the brand history and participate in market competition. Therefore, in the "wine flavor is also afraid of the alley deep" of the present, many time-honored enterprises have entered the broadcast room.
On the afternoon of December 20, the reporter saw in the Douyin broadcast room of the official flagship store of Dezhou Braising Chicken that the anchor was actively bringing goods, and there were 26 links to bring goods. According to the account introduction, its live broadcast time is from 9 am to 12 PM every day, and it will stop broadcasting one day every Saturday. Observing the short videos released by its Tiktok account, it can be seen that the content is very rich, mainly the production and eating videos of various types of braised chicken.
The live broadcast room of Liuwei Zhai is also lively, and the anchor actively introduces the products at the same time, and the real video of the factory is also played behind. At present, Liuwei Zhai is actively selling its New Year gift boxes, mainly all kinds of soy sauce and spiced meat.
In other old enterprise broadcast room, the reporter saw that some are making all kinds of pastries on the spot, some are directly in the factory or live in the store, there is an anchor responsible for explaining an anchor responsible for tasting, and there are enterprises live sales side by side real-time broadcast, through the broadcast room can also see customers who come to consume.
The reporter learned that for time-honored enterprises, entering the broadcast room can not only sell goods, but also increase interaction with consumers and pass on their own brand culture to consumers.
Quanjude said: "Time-honored brands can achieve long-term management through digital transformation and cultural communication, lighting up the new development of time-honored brands." According to the concept of Zhou Yanlong, general manager of Quanjude, QuanJude caters to the consumption characteristics of young people in the three dimensions of people, goods and field, and builds the online mind of the brand, which is also the main battlefield for Quanjude to promote the in-depth development of digital transformation in recent years."
Quanjude believes that: "From the human dimension, time-famous brands should choose young people's favorite brand spokesmen, seize the minds of customers with scenario-based live broadcasting and other situations, and create cute baby star chefs for the post-90 and post-00 young consumer groups. The cute baby is Quanjude's new IP image cute baby duck. All Star chefs are excellent young chefs from Quanjude Group brands. Using the form of online video + live broadcast, offline tour + teaching, to tell the brand story in the way of animation."
GUI Faxiang also mentioned in the process of communicating with investors that the company will strengthen investment in the emerging e-commerce platform on the basis of consolidating traditional e-commerce, and comprehensively build and improve the e-commerce platform business, such as "expanding the channels of the emerging e-commerce platform, focusing on the development of three platforms such as Douyin, Pin-duo and video number, cooperating with professional third-party teams to open self-owned shops and broadcast rooms." Carry out online marketing activities in various forms such as live delivery and short video promotion."
Zhang Xiaoquan not only opened the live broadcast very early with goods, but also actively reflect on the adjustment. On September 21, in the process of communicating with investors, Zhang Xiaoquan mentioned: "The performance of the Tik Tok channel in the first half of this year has declined to a certain extent, mainly due to the year-on-year decline in the transaction price of the tool category products of the Tik Tok platform, and the main price of the company's Tik Tok direct store is not fully matched, as well as the high sales revenue base of explosive products in the same period last year." In the future, the company will closely follow up the new trend of content e-commerce communication, use the newly formed content operation team to quickly build the store live broadcast and master live matrix, establish business cooperation with the head master, continue to improve the brand reputation and store conversion rate, but also for the traditional e-commerce and offline channels, and further improve the scale effect brought by the product sales end. At the same time, on the product side, under the premise of maintaining a certain profit level, we will strive to create cost-effective products suitable for the Tiktok platform, focusing on core products of knife and scissors, and strive to constantly meet the new needs of live broadcast consumer groups."
How to light up the new development of time-honored brands?
Some enterprises build product matrix around solar terms, and some enterprises build brand collection stores
According to the news released on the official website of the Ministry of Commerce, the time-honored brands inherit the excellent traditional Chinese culture, practice the requirements of high-quality development, and carry the people's expectations for a better life, which is the precious wealth of the Chinese nation. In recent years, the Ministry of Commerce and relevant departments have taken multiple measures to promote the innovation and development of time-honored brands, and the time-honored brands as a whole have shown a momentum of vigorous development. In 2022, the operating revenue of Chinese time-honored enterprises exceeded 1.2 trillion yuan, nearly 70% of them made profits, contributed 270 billion yuan in tax revenue, and created 872,000 jobs. In the first three quarters of 2023, the operating income of Chinese time-honored enterprises has exceeded the level of the whole year of 2022, and the development momentum is strong.
In fact, in recent years, time-honored enterprises are also actively mining the connotation of time-honored brands to help brand transformation and upgrading.As a time-honored enterprise in China, Wufangzhai has decided to give full play to its brand advantages, inherit and innovate traditional Chinese food, and build Wufangzhai product matrix around the 24 solar terms. Its main products include seasonal food such as zongzi, mooncake, Qingtuan, and tangyuan, baked food such as mung bean cake, peach cake, and bread, and frozen food such as shaomai, wonton, and rice balls. Salami and other leisure marinated food, semi-cooked cooked vegetables, egg products, other rice products and other food.
Quanjude has also made many positive attempts and innovations in the business side, brand side and culture side. Quanjude 2022 annual report shows that under the support of the two food production projects of the fake food production license project and the Sanyuan Jinxing deli workshop, the company takes advantage of the advantages of catering brands, gives play to the linkage mechanism of food and catering, establishes the Quanjude brand as the main brand, sets the Fengze Garden and other old brand matrix, and takes multi-brand and step-by-step listing strategy around the brand positioning. At present, 30 categories of prepared dishes and prepared food products are on the market.
In the face of new challenges and new opportunities, there are also time-honored enterprises that choose to huddle for warmth.
It is understood that with the Chinese time-honored brand "GUI Faxiang 18th Street", GUI Faxiang takes its South Tower food Plaza as the carrier and builds it into a collection store of time-honored brands carrying the city's memory and feelings: First, the joint Tianjin area time-honored brands, the introduction of high-quality characteristic brands, intangible cultural heritage products and even national high-quality products, with Tianjin regional characteristics and time-honored traditional culture as the core, the construction of cultural characteristics of the scene immersive consumer experience center; The second is to build a diversified and integrated consumption scene of local characteristic food that integrates the functions of food tasting, cultural creativity and community, and at the same time cooperate with the comprehensive marketing means such as online travel publicity and online multimedia live broadcast activities to create a commercial complex with cultural and tourism consumption characteristics in Tianjin.
In this year's service trade fair, Hall 15 of Shougang Park was built into a Beijing time-honored innovation and development experience area, attracting dozens of time-honored enterprises to participate in the exhibition, involving seven fields such as catering services, arts and crafts, traditional Chinese medicine, commercial retail, and residential services. It is reported that this is the first time to display the image of Beijing time-honored brands in the form of a special exhibition at the service trade fair, showing the attitude of Beijing time-honored brands to maintain innovation and vitality, highlighting the deep historical heritage and unique cultural charm of the time-honored brands, and interpreting the theme of "Let national brands shine"; It is also the first time to display the time-honored brand portfolio matrix in the form of enterprise group; It is the first time to introduce market-oriented mechanism to hold exhibitions, government guidance, market leadership, and stimulate the vitality of the time-honored brand market.
