Time-honored brand unlocks new gameplay of "National Tide"
Our reporter Li Jing
Data source: Beijing Time-honored Brand Association
"Sorry, the'skin' of'Li Bai' Fengqiuhuang is really popular. There are only the largest and smallest numbers left in this series of men's shoes..." Entering the century-old shop in Qianmen Street, Beijing, the clerk was pointing at a pair of shoes. The cloth shoes told the customer sorry.
This is a joint cloth shoe co-branded with a well-known mobile game. The exquisite phoenix embroidery on the upper is ready to fly.
"Ma Juyuan on his head, footsteps on Nei Liansheng, wearing Rui Fuxiang, waist four great perseverance." This ballad reflects the status of the time-honored brand in the hearts of old Beijingers.
In August last year, Neiliansheng opened its first life experience store in Beijing Changyingtian Street Shopping Center, breaking the stereotype of "three-foot counter", focusing on the national trend and style, and showing the handmade cloth shoes in a way that young people like. unique charm.
"A total of more than 2,000 pairs of hand-game joint shoes have been made, and now there are fewer than 70 pairs left. Gamers are the main purchasers." Said Cheng Xu, deputy general manager of Neiliansheng Shoes Co., Ltd.
According to the person in charge of the "post-80s" time-honored brand, many young people feel that the "old brand" is more suitable for the elders, and is far from their aesthetic requirements and living habits.
"Exploring the brand's rejuvenation transformation while adhering to tradition is one of the most important tasks of Iniliansheng at present." Cheng Xu said.
Time-honored brands hit the "tide"
Mainly comfortable, the production of Neiliansheng, which started as a boot, has strict technical standards.
The unique advantage of hand-made, intangible cultural heritage, etc., is that the brand has a strong cultural flavor.
Neiliansheng has 4 main product lines: handmade cloth shoes, handmade leather shoes, cold glued cloth shoes and cold glued leather shoes, among which the sales of handmade cloth shoes accounted for 60%.
What new tricks can a 168-year-old shop have?
Cheng Xu had no bottom at first.
In 2018, in order to attract young people to approach and understand time-honored brands, Neiliansheng made great efforts in product innovation and opened a shoebox-shaped pop-up store into Taikoo Li Sanlitun, becoming the first time-honored pop-up store in Beijing to test the water. .
In Sanlitun, where the influx of people gather, this event broke people's stereotypes of time-honored brands.
"In just 10 days, the daily reception volume is 20,000, and 70 people enter the store in a minute at the peak. The lively scene proves that the time-honored fashion can also be recognized by young people." Cheng Xu said.
This event is a collaboration between Neiliansheng and universities.
Beginning at the end of 2017, the research team of Professor Zhang Jingyun of Beijing Technology and Business University conducted research on the difficulties faced by the time-honored brands in the transformation of fashion, and tailored planning plans.
Since the beginning of the flash, Neiliansheng has started the reverse growth path from "chao boots" to "tide shoes".
"In recent years, more and more domestic brands have used cross-border IP cooperation to connect young consumer groups to carry out innovation. Docking classic traditional cultural elements, integrating film and animation plots, or cooperating with cultural and creative brands is a common method, which can not only enhance the brand’s Activeness, brands can also take advantage of each other to promote traffic conversion. Whether it is an old brand or a new brand, it is necessary to closely focus on consumer needs, put professionalism and craftsmanship into the work, and make efforts in fine and detailed aspects. In order to make the brand strong and long-term." Zhang Jingyun said.
In July 2016, the first batch of 300 pairs of women's shoes jointly created by Nei Liansheng and Guoman "Big Fish and Begonia" were sold out in less than 18 hours.
For a long time thereafter, this women's shoe was a hot item on the Neiliansheng e-commerce platform.
Hot dramas, popular variety shows, tattoo artists, the Forbidden City, Disney...the crossover road of Inilian Sheng is getting wider and wider.
"Choosing different IPs is to improve the matching degree between young consumers and Neiliansheng." Cheng Xu said that the co-branded model with "Ruyi's Royal Love in the Palace" attracted drama fans and women who like Chinese style. The cooperation funds are aimed at college students and young literary and artistic people, and the cooperation funds with well-known tattoo artists have attracted a younger and more fashionable audience.
In the past three years, the annual sales of Neiliansheng have exceeded 100 million yuan.
On May 20th, Cheng Xu took part in the 2021 Fashion Scout China Tour of London Fashion Week with his subordinate fashion line "Da Nei Lian Sheng", demonstrating the efforts made by China's time-honored brands to rejuvenate and transform internationally.
Comprehensive Pathfinder
"I am a'post-70s'. When we grew up, materials were relatively scarce. Some people of my age would think that some foreign brands are synonymous with quality. But young people nowadays are different, and their recognition of Chinese manufacturing and domestic products is getting higher and higher. ." Sun Yueting, deputy secretary-general of Beijing Time-honored Brand Association, said that Guochao has brought great opportunities to time-honored brands.
She suggested that the head of Beijing's time-honored brands: Don't just learn from others, but take a look at the historical archives of your own brand for hundreds of years. Time-honored brands have great value, not only at the commercial level, but also in the inheritance of history and culture.
Exploring the way in the balance between change and unchanging, and innovating in protective development is the subject of every time-honored brand.
An inheritor from Daoxiang Village in Beijing gave Sun Yueting an example: How to reduce oil and sugar, the self-made red self-made white moon cakes that the old Beijingers loved?
The skin is easy to dry when the oil is reduced, and it is easy to be broken when the sugar is reduced.
"Why are you resolutely not letting the skin dry? Because there are green and red shredded preserved fruits and cut into filaments to embellish them. Although it is not expensive, it is a tradition. The master wants the customers to eat the pastries he made. The green red silk is still fresh, and the oil has been reduced after thousands of experiments." Sun Yueting said with emotion, this is innovation in inheritance.
For Neiliansheng, quality is still the number one criterion.
"A pair of handmade mulla-soled cloth shoes requires hundreds of procedures, and it takes as long as 3 days to complete. The sole production requires more than 30 procedures. The sole is not more or less than 81 stitches per square inch, and the entire pair of shoes is at least 2,100 stitches. Cheng Xu said that in recent years, the non-genetic inheritors of Neiliansheng are using new materials and new technologies to innovate products. "In our joint series with the variety show "National Treasure", there is a shoe made by Yue Wang Goujian. The process of applying new materials."
Not only product innovation, but also efforts on the communication track.
Last year, offline stores were severely affected by the epidemic. Cheng Xu led the staff to explore the live broadcast and quickly tasted the sweetness.
“On April 15 this year, our Dongsi store’s Douyin live broadcast sold 23,000 yuan per game, which is almost the sum of the four-day average daily sales of physical stores.” Yu Ping, the manager of Beijing Neilian Shengdong No. 4 Store, said excitedly, “Now The average live broadcast is 6 to 7 hours a day. Whether it is online sales or offline drainage, the effect is very good. During the live broadcast, we continue to explain the craftsmanship and maintenance knowledge of handmade cloth shoes, which also makes many young people turn their fans. '."
"Currently, e-commerce channels account for two-thirds of the total sales of Iniliansheng, of which Tmall sales account for 50% of the total sales." Cheng Xu said that as a business entity, it must keep pace with customers and change sales strategy.
Time-honored brands are constantly unlocking new ways to play "National Tide".
Wang Zhihe launched the cartoon character image "Wang Xiaohe"; Quanjude launched the image of "Meng Bao Duck" and opened a "Taste·Taste" light and shadow theme restaurant in Qianmen store, building an immersive experience atmosphere through intelligent technology; Inline Shenghe Beijing Tongrentang launched the "small font" sub-line "Da Nei Lian Sheng" and "Zhi Ma Health" respectively.
In early May, 10 time-honored brands including Beijing Daoxiang Village, Pianyifang, Caibai, Enamel Factory, Baihua Bee Industry, Yidege, and Beibingyang brought many high-quality products to the first Consumer Expo in Haikou, Hainan.
"Grow grass" Chinese goods
Recently, the "Baidu 2021 Guochao Pride Search Big Data" report shows that Guochao's attention has increased by 528% in the past 10 years. In 2021, the attention of domestic brands will reach three times that of foreign brands.
"Under the two major trends of consumption upgrading and industrial upgrading, many new domestic brands have risen." Shen Yang, a professor and doctoral tutor at the School of Journalism and Communication of Tsinghua University, said, "In the future, the national tide is not just a certain IP or a certain culture. It is a kind of Chinese aesthetics and life philosophy. With the rise of China, the national tide will also go out of the country and into the world."
Taking advantage of this situation, it has become a compulsory course for the time-honored brand.
"The time-honored brands need to open their minds, adapt to the development of the times, and innovate marketing methods in the all-media era, requiring more efforts in sales, publicity, cross-industry cooperation, diversification, and IPization." Sun Yueting said.
On April 28, the "National Tide Beijing Product Festival" sponsored by the Beijing Municipal Bureau of Commerce and undertaken by the Beijing Time-honored Brand Association was launched, and the event will continue until October.
Experience soaking Liubiju Laba garlic, making ternary milk tea, learning "National Products and Intellectual Property in Beijing Festival of National Chaozhou", online cloud shopping exhibition, cloud exploration shop... As the highlight, the "May 1st" holiday was launched "Qianmen Guochao Jingpin Festival" held activities such as the Guochao time-honored market and intangible cultural heritage exhibition, as well as 5 special performances by Jingyun Guanghe. During the event, the short video of Qianmen Street was broadcast on the Douyin platform more than 2.8 million passengers.
These efforts are all aimed at enabling consumers to better understand the cultural features of national fashion design and fashion brands when shopping for fashion goods. In short: planting grass.
During the "National Chao Beijing Festival" event, the supermarket distributed 20 stores in Beijing to hold the "Positive Youth Domestic Product Strong", promoting more than 10 new and old domestic products, covering alcohol, beauty, washing and other products, with a cumulative sales of 240,000 More than RMB, sales increased by 58% year-on-year, and sales increased by 185% month-on-month.
"The time-honored brand is not only the origin and symbol of national brands, but also the cultural business card of a city. It has become a component of regional brands and urban brands, borrowing from each other and promoting each other." Zhang Jingyun said.