Adhering to the traditional culture, staying close to the trend, transforming and developing


　　playing with internet marketing

　　Tongrentang develops health-preserving coffee, and Wang Zhihe and Quanjude create a cartoon version of the brand image... Nowadays, the national trend is sweeping the consumer market, and time-honored brands with decades or even hundreds of years of history are also integrated into this trend, releasing signals of vigorous development.

　　New products have been released repeatedly——

　　Domestic products are getting more and more popular

　　Enamel watches made by Beijing Enamel Factory using innovative cloisonne technology; low-sugar, sugar-free, and health-preserving beverages from the Arctic Ocean...Many time-honored brands have produced new and trendy products, showing a new look to the consumer market.

　　Beijing Daoxiang Village recently launched the special food "Five Poison Cakes" that are popular among young people: the light yellow cake crust is printed with cartoon images of five animals: snakes, scorpions, centipedes, geckos, and toads. The actions and expressions are different; the inside is matched. Fillings such as coconut cheese, grilled cheese, durian, etc., taste novel and delicious.

　　"Now young people are more and more recognizing made in China and domestic products." According to Sun Yueting, deputy secretary-general of Beijing Time-honored Brand Association, Guochao brings huge opportunities to time-honored brands, and it is especially important for time-honored brands to inherit and innovate.

　　What is Guochao?

Yao Linqing, a professor at the School of Economics and Management at Communication University of China, believes that "Guo Chao" is a brand as a carrier, which can not only satisfy the public personality and pursuit of fashion of young consumers, but also return to a popular phenomenon of traditional culture.

This understanding sums up the elements contained in the "national tide"-China, trends, culture and brands.

　　"For the current'national tide', the first three are essential elements. Brands sometimes do not dominate, such as the newly popular Chinese music and Tang makeup. However, time-honored brands are a collection of their own cultural and brand elements. In addition, Each time-honored brand is a representative of the advanced commercial civilization of its birth, and has been baptized by years to form a cultural symbol of modern society." Shi Lanting, head of Tmall’s new domestic products business, told reporters that the trend of time-honored brands is not abandoning traditional culture, but It is to combine the trend of transformation and development, and take the succession baton.

　　Cross-border promotion——

　　Play with young people

　　How to stay close to the trend?

For many people involved, the secret is to play with young people.

"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.

　　"It was for the blind box." Xiao Wang, a "post-90s" girl, bought a set of Tsingtao Beer products last year, including two bottles of co-branded beer and a trendy item.

She told reporters that she did not have a preference for beer, but the blind box attracted her. “You may get a porcelain plate with a co-branded pattern, or you may get a small key case, but you won’t know what you are smoking before you open it.” If co-branding is a coup for communicating with old brands and young people, then launching products in the form of blind boxes is a more attractive marketing method.

　　According to the "2020 Blind Box Economic Insight Report" by Mob Research Institute, blind boxes have become the most popular and popular category among trendy toys, with a strong sense of surprise, and even the value of this sense of surprise is higher than the product itself.

When the time-honored brand collides with the blind box, a new blue ocean is expected to be formed.

　　Playing social media is also a new way to approach young people.

On Xiaohongshu, Tongrentang's new retail sub-brand Zhima Healthy posts can often receive thousands of likes.

With the help of social media, Zhima Health no longer needs to spread word of mouth to expand popularity and accumulate favorability like Tongrentang. A single post can let the health-preserving youth in front of the screen learn about new products.

　　However, not all behaviors that impress young people can be recognized for a long time. Shi Lanting said that the means of "catching up the tide" must be based on the excellent quality of the brand and the product itself.

　　E-commerce help——

　　Broaden sales channels

　　“In the past, when you mentioned the time-honored brand, it was always associated with a place with a sense of history like the'Qianmen and Dashilar'. I brought gift boxes to the elders in my hometown, and always went to buy them on the spot.” said Xiao Zhang, a student studying in Beijing, “now If it’s different, you can buy it online."

　　The booming e-commerce has opened up broader sales channels for time-honored brands.

According to the “Report on Digital Transformation and Innovation Development of Time-honored Brands” released by the Circulation Industry Promotion Center of the Ministry of Commerce, last year, China’s time-honored flagship stores released more than 30,000 new products, and sales of new products increased by 66% year-on-year.

Another data shows that in a certain social media e-commerce sector, more and more time-honored brands have entered, gaining new market growth.

During the "June 18" period of this year, Luzhou Laojiao brought the goods live, and the sales volume increased by more than 160% month-on-month. The sales volume of Baiqueling and Hengyuanxiang also increased significantly.

　　In addition to helping the sales of time-honored brands, e-commerce plans to support their transformation are also underway.

Tmall recently launched the "Expansion Plan" of the time-honored brand. It is expected to invest 1 billion yuan within 5 years to help the revival of the time-honored brand in terms of brand marketing and new product research and development.

　　In this regard, Wang Peng, an associate professor at Renmin University of China, pointed out that in the Internet era, traditional time-honored products should skillfully use online live broadcast sales and cooperation with shopping websites to strengthen the promotion and sales of their own products.

Wang Jingyue

Wang Jingyue