China News Service, Changchun, August 14 (Reporter Guo Jia) Nowadays, the "national tide" is surging, and the time-honored brand "borrowing the east wind" is rejuvenated.
In order to avoid just a "whisper", Jilin Province officials and all time-honored brands have also settled down to explore the long-term success of domestic products.
According to statistics from the Department of Commerce of Jilin Province, there are currently 20 Chinese time-honored brands and 134 Jilin time-honored brands in Jilin Province, mainly food and wine.
As of 2020, there are nearly 20 companies with a main business income of more than 100 million yuan.
Recently, Chen Huize, director of the Circulation Industry Development Division of the Department of Commerce of Jilin Province, introduced to reporters that in recent years, time-honored enterprises in Jilin Province have seized the opportunity of the "national tide" to gain market competitiveness, brand influence, cultural communication power and social contribution rate. Great improvement, but how to maintain the momentum of riding the wind and waves is also an unavoidable problem.
In Chen Huize's view, family management, small workshop-style production, and the mentality of being wealthy is one of the most serious challenges that plague time-honored enterprises in Jilin Province to grow bigger and stronger.
The old Hantou halal food, which started in 1908 by selling tofu, is one of the typical representatives of breaking the family business.
"Family management made us miss the dividend period of national enterprise development in the 1990s (twentieth century). If we do not change, we will inevitably be eliminated." Wei said.
In 2005, the 27-year-old Hui Chunwei "three fires when new officials took office" removed family business and established a modern corporate system.
Later, the young and energetic Hui Chunwei built larger and larger processing plants, but unexpectedly the capital chain broke and fell into desperation.
He refused to admit defeat and sold his mother, sister and his own house to bail out.
The family has lived in low-rent housing for more than two years, and the pressure has made him a boy.
Hui Chunwei's "bet" is right.
Through measures such as product innovation, business expansion, and service functions, the annual sales of "Lao Hantou" have risen to a maximum of 140 million yuan in recent years, which is more than 10 times that of 2005.
"Lao Hantou" not only has more directly-operated stores and franchisees, but also entered supermarkets, enterprises, schools, and embarked on major e-commerce platforms.
Make cooked food.
Photo by Zhang Yao
In response to the problem of insufficient innovation of time-honored brands, Jilin Province officials promoted time-honored brands to practice their internal skills while leading them to participate in domestic and foreign exhibitions.
Many inheritors of time-honored brands said that this not only broadened their horizons, but also liberated their minds.
Tonghua wine, which was born in 1937, is known as the "red national wine".
In recent years, Tonghua Wine Co., Ltd. has launched a sweet white wine with a reputation of "bursting." It sold 10,000 cases in the first half month of listing and is highly regarded among young consumers.
The emergence of explosions is not accidental.
According to Mao Jian, brand lecturer of Tonghua Wine Co., Ltd., the new generation of consumers not only pay attention to the quality of wine, but also pay attention to the extended charm of wine. This is a new feature.
This sweet white wine uses a tall and thin burgundy bottle shape. It will be matched with different Chinese style packaging in different seasons. The name is more poetic-spring breeze ten miles, blooming like summer flowers, love in late autumn, walking in the snow to find plums .
Mao Jian said that the products of China's time-honored brands should not be flashy.
Before the launch of this wine, a lot of research was done, and the raw materials for making ice wine were finally used, and the harvest was delayed to provide consumers with the highest cost performance.
Chinese wine knows the Chinese stomach better. The company's research found that sweet wine is more suitable for Chinese cuisine than the popular dry wine abroad. Therefore, they have launched a variety of sweet wines. The market feedback is particularly good, and many of them are sold out.
Cao Baoming, an expert in Chinese folklore and the former vice chairman of the Chinese Folk Artists Association, believes that there is a vivid history behind the time-honored brands, which is the living existence of traditional culture. The deep-seated reason for the popularity of time-honored brands is actually cultural self-confidence.
In recent years, Cao Baoming has cooperated with the Jilin Provincial Department of Commerce to carry out the "Time-honored Heads of People's History" activity and published many monographs such as "Meng's Bone", "Li Liangui's Cake", "Lao Hantou Tofu Skewer", and some even It has been translated abroad.
Cao Baoming said that oral history can not only guide the inheritors to excavate, sort out and retain the history and culture of time-honored brands, but also vividly display and spread time-honored brands, so that time-honored brands can better enter the public's field of vision.
At the same time, Cao Baoming also reminded that the innovation and development of time-honored brands should not be blindly unconventional, and should not be hyped and blindly expanded. If time-honored brands want to truly develop in a healthy way, they must not be separated from their cultural foundations.
Over the years, the Jilin Provincial Government and the market have combined efforts to successfully promote a number of time-honored enterprises to achieve rapid transformation.
Chen Huize introduced that during the "14th Five-Year Plan" period, Jilin Province will promote time-honored enterprises to revitalize their assets through reorganization, guide them to implement standardization strategies, and implement standardized management of time-honored brands.
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