Old brands should have new achievements (observed by commentators)
2023-11-24
The consumer market is constantly changing, but there is also an unchanging criterion: consumer satisfaction is the key. Adhering to integrity and innovation is a "treasure trove" for some time-honored brands to survive the vicissitudes of life. It is also the "only way" to build new brand advantages and achieve long-term development. Recently, the Ministry of Commerce and five other departments have reviewed China's time-honored brands and removed 55 brands that have been poorly operated for a long time and have even gone bankrupt, cancelled, closed down, or lost the ownership and use rights of their registered trademarks from the list of China's time-honored brands. The news sparked widespread attention on the internet. Some people say that the advantage of time-honored brands lies in being "old", and the disadvantage also stems to a certain extent from being "old". "Old" means, on the one hand, that after years of accumulation, time-honored brands have polished their craftsmanship, shaped their brand, and accumulated their reputation; On the other hand, it also means that compared to young brands, their acceptance level among young people is not high enough, and it is more urgent to solve problems such as outdated concepts, outdated mechanisms, and customer loss. With the development of the market, the supply of products is becoming increasingly abundant, and consumers' demands are becoming increasingly diverse and personalized. When the long board no longer stands out and the short board gradually becomes apparent, the development of some time-honored brands has entered a crossroads. Survival of the fittest is a law of market competition. In this review, decisions have been made to remove brands from the list, set a deadline for rectification, and retain the title of Chinese time-honored brand for brands with different operating and development conditions. This measure that conforms to market rules is conducive to maintaining the quality of the "golden brand" of China's time-honored brand. At the same time, the dynamic management mechanism of "in and out" is also a warning to enterprises: being recognized as a Chinese time-honored brand does not mean that they can rest assured. Faced with changes in the market and the impact of emerging brands, hesitancy or relying on credit books to "eat old roots" is destined to be defeated in fierce competition, and even eliminated by the market. How to keep up with the pace of market development and deliver satisfactory answers to consumers is a topic that every time-honored enterprise must face on its development path. The consumer market is constantly changing, but there is also an unchanging criterion: consumer satisfaction is the key. Focus on the demand for healthier eating and develop new flavors that are low in sugar and fat; To meet the increasingly personalized needs, we have launched customized packaging for cross-border collaborations; In recent years, many time-honored brands have made efforts in new retail, innovating in various aspects such as production and sales, promoting brand youthfulness, and successfully exploring the path of transformation, focusing on changes in consumer habits and channels, and actively engaging in live streaming sales. According to statistics, in the first three quarters of this year, the operating revenue of Chinese time-honored enterprises has exceeded the level of the whole year of 2022, and the development momentum is good. From the design of a series of themed blind boxes by Huishan clay figurine factory in Wuxi, Jiangsu, combined with local specialty cuisine, with monthly sales reaching tens of thousands of boxes, to the development model of "time-honored brand+culture+experience" promoted by Wu Yutai in Beijing, and the continuous expansion of market share, to the development of themed banquets and cultural activities by Xianheng Hotel in Shaoxing, Zhejiang, which are loved by young consumers, the positive feedback from the market is strong proof that targeting new consumer needs and adhering to the principle of innovation and development, It can make the old brand's signboard brighter and brighter as it is wiped away. As a "golden signboard" nurtured in the history of China's industrial and commercial development, time-honored brands have both high economic value and rich cultural value. commerce
Edit：Luo yu Responsible editor：Jia jia
Source：people.cn
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