White Rabbit perfume from Guanshengyuan, wolfberry coffee from Tongrentang, afternoon tea from Daoxiang Village... In recent years, cross-border fusion products of time-honored domestic brands and "trendy" products have repeatedly "out of the circle", frequently stimulating new hot spots in residents' lives and consumption. A group of well-known national brands have responded to the fashionable, customized and personalized consumer needs, giving "century-old stores" a new lease of life. According to monitoring by the Ministry of Commerce, about 85% of Chinese time-honored companies are profitable, and nearly 35% of them will have annual sales of more than 100 million yuan in 2022, contributing positively to the recovery of the consumer market.
Innovation is the soul of brand development and the key to the revitalization of traditional domestic products. Seizing the "pain points" of the new generation's consumer power and achieving differentiated competition can be called the secret to the nirvana of time-honored domestic brands. The person in charge of a domestic food brand said that they need to find elements that are more suitable for young people's tastes and hobbies, such as developing low-salt and low-fat products and designing small packages that can be eaten by one person. An "Internet celebrity donkey-hide gelatin milk tea" is to seize the two hot spots of milk tea and health care and attract young consumers to rush to buy it. Domestic "trendy products" conform to the aesthetic trends of new consumer forces, confirming the endless potential of bold innovations that break through tradition.
The deep integration and effective embedding of time-honored brands with modern manufacturing allows domestic products and "trendy products" to fly side by side. Looking at the current successful domestic "trendy products", they are not simply "stitched" and "OEM", but they dig deep into the brand's characteristics and maintain resonance with trendy consumption. A certain time-honored beauty product continues to sell well, not only because of its nostalgic "sentiment brand" in marketing, but also because it is closely aligned with the public's increasingly pragmatic consumption concepts. Domestic "trendy products" not only focus on improving consumer quality, but also "respect customers' wallets" and win market popularity by relying on their strength.
Promoting the consumption of "trendy" domestic products and protecting the classic value of the brand are still fundamental. "My mother used it when she was a child, and I also use it for my baby." These heartfelt words from consumers once again prove that no matter what trend they cater to, ensuring the survival of a time-honored "golden brand" depends on standing the test of time. of excellent quality. Behind the rise of the national trend, it reflects the deep-seated cultural confidence of young consumers and also benefits from the innovation and creation of a group of young entrepreneurs based on excellent traditional culture. Domestic brands are timeless and everlasting, and their inheritors from generation to generation have followed a thorny path, adhere to integrity and innovate, forming a vivid portrayal of the national spirit.
Not long ago, the Ministry of Commerce released a new list of 388 Chinese time-honored brands to be recognized. These brands, whose average "age" has reached 138 years old, are not only part of the people's "daily use without realizing it", but also "frequently sold in the national trend era" Always new." From retro running shoes to co-branded coffee, from Wenbo lipstick to new Chinese clothing, domestic brands have stepped into the forefront of the trend. Traditional aesthetics and modern temperament complement each other, exploring new ways for the inheritance and development of "century-old stores". Through active policy guidance, we can carry out activities such as the "Time-honored Brand New Year Festival" and "Time-honored Brand Carnival" to give full play to the brand aggregation effect, which will surely inject more confidence and vitality into the "New National Trend".
(Text丨Wang Zhong’s)
Source: CCTV News Client