China News Agency, Hefei, May 4th: Anhui's "time-honored brand" "touch the Internet to catch up with the tide" to open up overseas markets
China News Agency reporter Zhang Jun
Research and development of traditional gourmet products, design of "national tide" e-commerce packaging, and development of overseas markets... In the context of the epidemic, a group of "time-honored brands" in Anhui are exploring a path of transformation by mining history and culture and "catching up with the tide".
During the "May 1st" holiday, Tao Mingliang, born in 1988, was busy in the century-old "Tao Yongxiang" shop in Chenghuangmiao Street, Hefei City, Anhui Province. duty of.
According to Tao Mingliang, "Tao Yongxiang" roasted seeds and nuts shop was established in 1912 and is famous for roasted seeds and nuts and confectionary products such as peanut candy, sesame candy and ginger candy.
Every New Year and festival, there will always be a long queue in front of the "Tao Yongxiang" shop, and it has gradually become an emotional memory of Hefei people.
However, with the market competition and the transfer of business circles, traditional time-honored brands are gradually being impacted.
Tao Mingliang said frankly that in the process of development, time-honored stores often gradually decline due to factors such as slow product upgrades and single marketing methods.
The coping strategy given by "Tao Yongxiang" is to explore the food culture and historical culture while adhering to the traditional handmade skills, and to open up the market through the transformation and upgrading of e-commerce.
Tao Mingliang said that "Tao Yongxiang" still adheres to the ancient manual production method, employs skilled sugar-making craftsmen, and adheres to the original handmade taste.
In 2018, "Tao Yongxiang" began to "touch the net" to start an e-commerce business. In order to cater to young people's pursuit of fashion and fun, Tao Mingliang specially designed "National Trend" which integrates traditional cultural themes such as Baogong, Three Kingdoms, opera, and Huizhou architecture. "Package.
Tao Mingliang told reporters that Hefei is the hometown of Baogong, and Baogong's story and Baogong culture are not only well-known in Hefei, but also have considerable influence at home and abroad.
"We hope to publicize the history and culture of Anhui, so that consumers can have emotional and cultural resonance while tasting the food."
Since 2011, "Tao Yongxiang" products have been sold to Australia, the United States and Africa and other countries and regions.
Tao Mingliang said that traditional Chinese roasted seeds and nuts and confectionary products are very popular among overseas Chinese, and traditional time-honored food can not only evoke the memory of taste, but also evoke the identity of culture and identity.
Hefei is the "Capital of Roasted Nuts in China". The production of roasted nuts and seeds has a long history. Among them, the "Four Famous Spots of Hefei", represented by hemp cakes, baked cakes, inch gold and white cut, originated in the Northern Song Dynasty.
At present, the annual production and sales of roasted seeds and nuts in Hefei ranks among the top in the country. The roasted seeds and nuts brands represented by "Qiaqia" and "Zhenzhen" are exported to 50 countries and regions in Southeast Asia, Europe and the United States.
During the "May 1st" holiday, Luo Yong, the non-genetic inheritor of the production skills of "Shitang Donkey Ba", also a time-honored brand in Anhui, is negotiating business with customers online through the Internet.
Luo Yong told reporters that Shitang Donkey Ba is a famous specialty snack in Hefei with a long history. the reputation of "meat".
Luo Yong told reporters that at present, more than 60% of "Shitang Donkey Ba" products are sold through online e-commerce channels.
In order to meet the needs of young consumers, they combined traditional cultural elements, specially produced a series of "trendy" packaging with historical legends and auspicious cloud patterns, and also designed cartoon images and intangible cultural heritage craftsmanship of the products.
When it comes to future development, Luo Yong said that live streaming "carrying goods" has become a new "trend", and he hopes to expand sales channels through the combination of the Internet and offline communities.
At the same time, I hope to find partners at home and abroad, carry out product innovation for "Shitang Donkey Ba", do some cultural and creative output of "Donkey Culture in Anhui", and inject new momentum into the development of traditional time-honored brands.
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