The veteran domestic product circle fan "Hou Lang

"

　　On May 28th, the 15th China Time-honored Brand Expo opened at the Shanghai World Expo Exhibition Hall, where domestic brands and national trendsetters were unveiled.

　　Three guns under Oriental International exhibited cool Xinjiang jelly cotton summer clothes. Huayi Group’s Fenghua, Shanghai Soap and other companies brought sulphur hot spring liquid soap, three-dimensional lifting eye mask and other skin care and beauty products, and showed back with Tsinghua "Down-to-earth" canvas shoes in cooperation with the university, Zhonghua Pencil brings the stationery set "Don’t forget the original core", as well as the Shanghai-style Hengyuanxiang sea velvet love, Asian magnolia blossoms with Shanghai stamp multi-purpose brooch, and the building blocks of Yuyuan No. 1 Conference Site. New domestic products such as cultural and creative products are dizzying.

　　Warm memory

　　Speaking of White Rabbit, many people think of Shanghai White Rabbit toffee.

In the era of scarce supplies, parents frugally bought two white rabbit toffee, which is a luxury fashion for children.

　　In the middle of the red and blue pattern, an obedient rabbit is lying in the grass.

After opening the package, glutinous rice paper wrapped a cylindrical milky white toffee, put it in your mouth, the seemingly hard toffee became soft, slowly melted, and swallowed gently, full of sweet joy.

　　The White Rabbit Toffee, which was born in 1959, is a product that represents Shanghai’s industrial workers as a gift to the 10th anniversary of the National Day.

For 62 years, the White Rabbit has been the sweet and beautiful childhood memory of countless Chinese people.

　　In the 1990s, Big White Rabbit also felt unprecedented market pressure due to the swarm of toffee brands from all over the world.

　　Guanshengyuan, a time-honored enterprise with the Big White Rabbit brand, belongs to Shanghai Meilin Zhengguanghe Co., Ltd., the chairman of the company, Wu Jian, said that the company regards brand, quality and channels as its core, and has begun to transform and reform very early and learn from others' marketing methods. The three major strategies of developing new varieties and adjusting prices against the trend allowed the White Rabbit to cross this hurdle.

　　According to Wu Jian’s analysis, young people have the world. To make young people fall in love with the white rabbit as their predecessors did when they were young, and to increase their stickiness to the product, they must innovate in the inheritance, so that the white rabbit evokes people’s "still the same taste." At the same time of taste and memory, you can always be pleasantly surprised that "the white rabbit has a new product."

　　In recent years, Guanshengyuan has deeply explored the brand culture of White Rabbit, and successively launched "Giant White Rabbit", "White Rabbit Milk Bottle", "White Rabbit 100 Ice Cream Flavored Toffee", "White Rabbit Shanghai Souvenir", and "White Rabbit 60th Anniversary Commemorative Edition". A series of young and fashionable products such as "Big White Rabbit Cartoon Rabbit Gift Box" have refreshed consumers.

　　The big white rabbit is still the big white rabbit, the big white rabbit is not just the big white rabbit.

Today's white rabbit is a "big family", with toffee, as well as lip balm, ice cream, milk tea, skin care products, souvenirs and various cultural and creative products.

In 2015, White Rabbit cooperated with the French fashion luxury brand Agnes b. to launch a limited edition candy gift box; in 2016, it cooperated with the National Museum of China to launch a national treasure-level cultural relic "Fangzun of Four Goats" cultural and creative candy gift box; in 2017, it cooperated with Pacific Coffee to launch a joint name A latte coffee drink.

　　"Today's Big White Rabbit is not only a continuation of the past Big White Rabbit, but also has its own new look. The Big White Rabbit as an IP undergoes in-depth development and has become a classic memory of another generation of young people. It must be said that the Big White Rabbit has innovated and developed in many time-honored brands in Shanghai. It is unique in China." Jiang Weihong, a scholar of the Shanghai Academy of Social Sciences and director of the Yangtze River Delta Research Center of the Brand China Strategic Planning Institute, said that it has always focused on the preferences of young people, and this experience is worth learning from other time-honored brands.

　　At the 2021 China Independent Brand Expo held not long ago, a little boy saw the yogurt toffee jointly developed by White Rabbit and Mosleyan and shouted to eat. The young mother told reporters that she loved to eat White Rabbit toffee when she was a child. Now, as long as the white rabbit releases new products, they will buy them and share them with the whole family.

The boss of a cultural tourism enterprise in Guizhou said that there are many ethnic minorities in his hometown and there are many characteristic handicrafts, but he doesn't know how to develop it. The Shanghai souvenir of the Big White Rabbit gave him a lot of inspiration, and he went back to learn.

　　Change and unchanged

　　“There are about 3,000 time-honored brands in operation in the country, but there are even less than 20 time-honored brands that people are thinking of. Big White Rabbit and other excellent Shanghai time-honored brands represent the culture of the city of Shanghai.” Shanghai Corporate Culture and Zhou Yuanzhu, director of the Brand Research Institute, told reporters that in the development of time-honored brands, change is absolute, and change is relative.

　　He explained that what has changed is the premium inheritance of the brand, and it is also the new link point of collision with consumers in the new era; the constant is relative, and the quality and the core value of the brand need to be firmly adhered to.

　　"The survival of most time-honored brands is currently facing huge challenges. How to find the right business opportunities?" Zhou Yuanzhu analyzed that the White Rabbit focused on the core value of the "Happy Sharing" brand and explored enlarged flavor food category IP.

　　Wu Jian said that Big White Rabbit has a fault-tolerant mechanism that supports innovation, but the soul of the brand still needs to be carefully taken care of.

　　In 2018, Big White Rabbit joined hands with another Shanghai time-honored Megajing to cross-border the launch of "Maxajing White Rabbit Milk Candy Flavor Lip Balm", and 500 pieces were sold in one second.

Netizens tease, can lip balm be eaten?

Does it taste like toffee?

Wu Jian said, "This is the first shot in the real sense of opening cross-industry cooperation. The feedback that is better than imagined has made us deeply aware of the value of the Big White Rabbit brand and IP."

　　In 2020, only White Rabbit milk, White Rabbit ice cream, peanut nougat ice cream and other products jointly developed by White Rabbit and Bright Dairy will bring considerable sales revenue.

　　Grasp the event marketing tightly, and the cute white rabbit "jumps" more happily.

In 2019, the white rabbit’s 60th birthday, touring exhibitions in Shanghai, Beijing, Shenzhen, Xi’an and other places, the old man Zeng Liangliang lent more than 200 kinds of white rabbit candy papers he collected over the past 50 years, and perfumes and fragrances co-branded with the smell library , Body lotion, shower gel, hand cream and ice cream co-branded with GODIVA all appeared on the exhibition site.

Spectators can jump into the white rabbit ocean ball pool, and can also play childhood games such as hoop ring and lost music.

　　Zhengguanghe in 157, Guangming Milk in 110, Guanshengyuan in 106, Meilin in 1991, Guangming cold drink in 70, Big White Rabbit in 62... These well-known brands with a long history are from Shanghai. City business card.

Zhou Yuanzhu said that the process of the white rabbit's continuous change and innovation is a symbol of the continuous growth of Shanghai's time-honored brands.

　　Joined forces

　　At the 15th China Time-honored Expo, 194 brands in the Yangtze River Delta region, including Jiangsu Xie Fuchun National Makeup, Hengshun Vinegar, Nanjing Osmanthus Duck, Jiaxing Wufangzhai, Jinhua Ham, Anhui Qimen Black Tea, and Jingyang Taoji Rice Paper, have their own characteristics. Products come together hand in hand.

　　Lao Fengxiang and Disney co-branded series, Chinese pencil ipanda series, Ouchi master series co-operated with the Forbidden City by Sangun, DIY hand-made cooling oil sachets co-operated by Dragon Tiger and Tide brand...

　　The agglomeration effect of the brand is emerging.

Since the second “Five-Five Shopping Festival” in Shanghai was launched on May 1, the brand linkage between “Shanghai Shopping” and “Made in Shanghai” has become the highlight of this “Five-Five Shopping Festival”.

As of May 15, the city's online retail sales reached 61.69 billion yuan, a year-on-year increase of 12.8%; the cumulative offline consumption was 121.05 billion yuan, a year-on-year increase of 10.4%.

　　At the 2021 China Independent Brand Expo, Big White Rabbit brought two cultural and creative products, namely the co-branded toffee gift box with Oriental Pearl, and the co-branded toffee gift box of the "Ji Tu Youyuan" series co-branded with the Summer Palace, one south and one north. The landmarks are connected in a cultural and creative way.

Meilin Canned Food launched the "Four Classics" gift box. The illustrations include the former residence of Chen Wangdao, the memorial site of March of the Volunteers (National Anthem Exhibition Hall), the library of Yangpu District and the Shanghai International Fashion Center. The local brands tell the story of Yangpu's industrial development and advocate More people protect historical buildings, preserve urban memories, and inherit urban culture.

　　Jiang Weihong summarized the three paths for the development of domestic brands: "New", that is, aiming at young consumers' preferences, identifying innovative points, achieving new ideas, new ideas, new products, new marketing, etc., full of trend; "odd" , Through co-branding with other brands and the continuous launch of new products, it has repeatedly made young consumers feel surprised, aroused their curiosity, brought new consumption experience, and formed purchasing power; “special”, that is, specialization, through Taste, shape, packaging, etc. are fully reflected, developed to other categories, brand extension, differentiation and individualization in similar products, highlighting brand characteristics and future development tension, and giving new connotations to the brand.

　　"Whether it is cooperating with the world's top 500 Nestlé to develop White Rabbit milk candy-flavored coffee, or cross-border cooperation with Bright Dairy and Maxam, the road of cooperation between White Rabbit and leading companies in the industry and time-honored enterprises will go further and further." Wu Jian said "Only when we continue to innovate old products, improve the quality and increase the brand influence, will they have lasting vitality and catch up with the good times of the national boom. The society's love for time-honored brands and brands will support us to continue to innovate. Continuous development in innovation." (Economic Daily-China Economic Net reporter Shen Zejin)