To adapt to the new trend of consumption upgrading, time-honored brands should accelerate the realization of innovative development, shape a new brand image, better meet market demand, and leverage consumption potential

　　As the Spring Festival is approaching, time-honored Chinese New Year products are selling well and selling new flavors.

Offline, the pre-sale of pastries, pastries, sauces, semi-finished New Year's Eve packages, etc. launched by time-honored catering companies in various places are popular; online, during the New Year's Eve on e-commerce platforms, the orders from time-honored merchants in different places grow rapidly, and time-honored brands in various places start the "Spring Festival" tide. , to bring the taste of hometown to the wanderer in the distance.

　　Time-honored brands are not only important commercial carriers, but also carry traditional Chinese culture.

In recent years, a number of time-honored brands have struggled to transform and turned into "new national trends", which not only kept the classics, but also became "Internet celebrities", which are loved by consumers.

Faced with the new trend of consumption upgrading, time-honored brands should further accelerate the realization of innovative development, shape a new brand image, and better meet market demand.

　　Time-honored brands must seize new consumer groups.

Big data from e-commerce platforms shows that the number of post-95s purchases of time-honored New Year goods has grown rapidly.

As the post-90s and post-00s become the main force of the new generation of consumers, how to embrace young people and make the brand "rejuvenated" has become a breakthrough for time-honored brands to maintain vitality.

In order to meet the needs of young consumer groups, time-honored brands have started the "reverse age" growth model.

On the eve of the Spring Festival this year, some old-fashioned pastry shops have developed new products such as cheese snowflakes, cherry blossom cakes, and custard bags to suit the tastes of young people; Intimately attach the QR code of the processing video.

These time-honored brands are growing in age, but their products and services are "reverse growth", and they are becoming more and more aware of young people.

　　Time-honored brands must meet new consumer demands.

The time-honored cloth shoes Nei Liansheng has launched co-branded models with well-known cartoons and film and television dramas; the Big White Rabbit Toffee and the Smell Library have jointly launched fragrance products... In recent years, many time-honored brands have begun to play cross-border and co-branded products to create Internet celebrity products.

This is actually in line with the general trend of my country's consumption upgrading.

In the past, consumers paid more attention to use value when purchasing goods.

Nowadays, with the improvement of living standards, consumers have begun to pay more attention to the cultural and spiritual characteristics and image value of products, and are more willing to pay for the design, creativity and personality of products.

Brand cross-border cooperation can often create more sparks and increase the cultural heritage or life interest of products.

　　Time-honored brands need to stand on new consumption platforms.

Many time-honored brands have gone out of stores and approached consumers through new ways such as e-commerce platforms and live streaming.

During the New Year's Day on the e-commerce platform, nearly a hundred time-honored brands entered the live broadcast room.

In the past two years, the sudden outbreak of COVID-19 has had a big impact on time-honored brands that rely on traditional business methods, and it has also accelerated the pace of exploration of the digital transformation of time-honored brands.

In 2020, the turnover of live broadcasts of time-honored brands has increased exponentially year-on-year, reaching more than 300%.

Practice has proved that to win new markets, time-honored brands must make good use of new platforms and new technologies, integrate online and offline, and carry out omni-channel operations.

　　During the Spring Festival, the New Year's goods market is a major front for releasing residents' consumption needs. Many time-honored brands have seized the opportunity to continuously activate their business innovation and keep up with the new wave of consumption upgrades, further leveraging the consumption potential of the domestic market.

In the future, we look forward to more time-honored brands continuing to write "Legend of Ageless".