However, in today's economic globalization, technological progress is changing with each passing day, and market competition is becoming increasingly fierce. Due to various reasons such as enterprise system, management and operation, many Chinese time-honored brands can't adapt to market development and gradually lose their ability of sustainable development. 1990, the former Ministry of Internal Trade recognized more than 600 Chinese time-honored enterprises/kloc-0. However, after more than ten years, 70% of this 1600 enterprise barely maintained. Long-term losses, facing bankruptcy accounted for 20%; Only 10% of the production and operation have reached a certain scale and good benefits.
At present, the main reasons for the difficulties in the survival and development of many Chinese time-honored brands are: First, the historical burden is heavy and the enterprise system is inflexible. During the decades of planned economy development in China, most time-honored brands have been transformed into state-owned enterprises. After long-term development, there are generally more retirees, and some time-honored enterprises have more retirees than on-the-job personnel, which is a heavy historical burden. In particular, the mechanism is inflexible and the efficiency is relatively low. The second is conservative and lack of innovation. Many time-honored enterprises failed to carry out market-oriented technological innovation, product innovation and service innovation in time, and gradually lost their competitive advantage, resulting in shrinking market share and difficulties in survival. Third, there is a serious brain drain and a lack of high-quality management talents. Brain drain is a direct threat to the survival and development of old brands. Due to the low education level of employees in many time-honored enterprises, the unreasonable employment mechanism and distribution mechanism, the phenomenon that external talents can't enter, but the original time-honored brand talents flow out has seriously affected the development of time-honored enterprises. Fourth, there is a lack of awareness of intellectual property protection. Many trademarks of Chinese time-honored brands have been registered in large numbers by other enterprises at home and abroad, and their awareness of legal protection is not strong. As a result, they lost credibility in the eyes of consumers and were defeated by counterfeiting. Fifth, lack of modern marketing awareness. Managers of many time-honored enterprises in China have the idea that wine is not afraid of the depth of the alley. They think that as long as the products are good, the quality is good, and there is a certain time-honored brand effect, they don't care about the role of marketing. So most people don't pay much attention to selling their own products and promoting their own brands. Thus being surpassed by competitors, the living space becomes smaller. In the market economy where the media is so developed, in the era when consumers pay attention to brand consumption, it is easy to be gradually eliminated without modern marketing consciousness.
Government departments have begun to attach great importance to the survival and development of Chinese time-honored enterprises. For example, under the new situation, the Ministry of Commerce vigorously launched the "Time-honored Brand Revitalization Project", which is not only an important measure to implement brand strategy, promote the development of national enterprises and expand consumer demand, but also a strategic task to carry forward national business culture, develop honest business and promote the development of characteristic economy, and has important practical significance. The government's attention and promotion have created a good environment for the development of time-honored brands.
But in the final analysis, the sustainable development and growth of time-honored brands is the behavior of enterprises themselves and the result of the choice of survival of the fittest in the market. Therefore, the key to the development of time-honored brands is to rely on the enterprises themselves to face the market, bring forth the old and bring forth the new, and innovate their business development concepts, while maintaining their good reputation and business secrets, so as to survive and develop in the market competition. In China, a few time-honored brands adapt to the situation in time, innovate and develop, and carry forward the time-honored brands. Summarizing the development experience of these time-honored brands, the key is to do the following:
First, establish a modern enterprise system that adapts to the market economy.
The fundamental reason for the survival crisis of many time-honored brands in China is that the modern enterprise system has not been established, and those time-honored brands that are close to the modern enterprise system have often achieved rapid development. Modern enterprise system refers to a modern company system with clear property rights, clear rights and responsibilities, separation of government from enterprise and scientific management. It mainly consists of three parts: first, the legal person property system. Second, the limited liability system. Third, a scientific organization and management system. Modern enterprise system separates ownership and management right based on company law and articles of association, and the rights, responsibilities and interests of all actors in the company are clearly stipulated by law and articles of association, which makes property rights clear. Only when the boundary of property rights between the state and enterprises is clear can we truly realize the separation of government and enterprises and the separation of two rights. Limited liability system is an outstanding achievement of human system civilization, which is beneficial to both investors and operators. For investors, it reduces investment risks and increases profit opportunities. For operators, they can let go of their hands and feet, operate independently and be responsible for their own profits and losses.
For the sustainable development of time-honored brands, we must gradually establish a modern enterprise system, combine excellent traditions with modern enterprise mechanisms and management methods, and turn time-honored brands into time-honored brands based on advanced modern enterprise systems to adapt to market competition. For example, in 1996, Hu Qingyutang lost more than 7 million yuan for various reasons that year, and his debt was nearly 1 100 million yuan. In June 5438+10, after Hu Qingyutang joined the Youth Bao Group for restructuring, the annual profit growth rate of Hu Qingyutang exceeded 100% in the following three years. Xinhua Bookstore, founded in 1938, was transformed into private and foreign-funded Xinhua Bookstore in 2004, which is also one of the classic cases. Seven state-owned publishing units, including Xinhua Bookstore Head Office and People's Publishing House, and two domestic limited liability companies, including Beijing Boheng Investment Co., Ltd. and British Ivan Peko Multi-investment Co., Ltd., will jointly set up Xinhua Publications Distribution Co., Ltd., with a total investment of 300 million yuan and a registered capital of 300 million yuan, with Chinese investment accounting for 73%. The company's business scope is the wholesale and retail business of books, newspapers, periodicals and electronic publications in China (excluding Hong Kong, Macao and Taiwan editions), with a business period of 30 years. The restructuring of Xinhua Bookstore has successfully achieved new development.
Therefore, the key to the long-term sustainable development of Chinese time-honored brands like other enterprises is to establish a modern enterprise system. Judging from the current successful experience, it is mainly to implement the shareholding system in property rights or introduce new investors, and introduce senior management talents or managers in management and operation.
Second, the innovation of marketing model.
Time-honored brands can't follow the old rules in marketing, but need innovation to develop rapidly. "The smell of wine is also afraid of the deep alley." Time-honored brands should be good at using various methods, increase marketing efforts and expand brand influence. For example, Wufangzhai, an old brand famous for Zongzi, actively made a fuss about Zongzi culture, expanded its brand influence by holding activities such as Zongzi Festival, and expanded its product market by establishing chain stores and entering supermarkets. In 2005, the sales revenue of Zongzi alone reached 654.38+0.5 billion yuan. There are also successful cases, such as the strong alliance between Shaoxing Tapai yellow rice wine and Japanese sake enterprises, and the market is developing rapidly. Shaoxing Tapai yellow rice wine has occupied 40% of the Japanese yellow rice wine market, ranking first in the annual export volume of yellow rice wine. Its marketing secret lies in adopting a flexible model, cooperating with the largest sake enterprise in Japan, and using its complete marketing channels to successfully and quickly enter the Japanese market. In recent years, in order to actively explore the domestic market, Tapai Yellow Rice Wine and Quanjude have formed a partnership and adopted the way of brand alliance to let consumers drink authentic Tapai Shaoxing wine in Quanjude store, which has achieved good results.
At the same time, in the modern society with advanced information, the characteristics of "attention economy" in today's market are very obvious, which creates conditions for time-honored enterprises to innovate marketing methods to rapidly expand their brands and increase sales. For example, in 2005, Mengniu cooperated with Hunan Satellite TV to stage entertainment scenes of Super Girl all over the country, and the advertisements of Mengniu and Super Girl began to sweep across the country. Mengniu's total investment in Hunan Satellite TV this time reached more than 30 million yuan, but the marketing of Mengniu's milk products reached an unprecedented height in that year, and Mengniu's super girl voice achieved brilliant success. In 2004, the sales of Mengniu yogurt was 800 million yuan. Through the integrated marketing with Super Girl, Mengniu's yogurt. The combination of Mengniu yogurt and Super Girl is a typical successful case of innovation in marketing mode and communication mode. Mengniu Group has realized the brand building strategy of rapidly expanding its brand and increasing its sales volume. Mengniu, as a new enterprise, can develop through the innovation of marketing model, and the old-fashioned enterprises can also learn from Mengniu's experience, and consider changing the marketing model with product as the core to the marketing model with communication as the core to realize the strategy of rapid expansion of old-fashioned brands.
Third, carry out technological and product innovation.
Since China's entry into WTO, the market competition has intensified, the international market has been localized and the domestic market has been internationalized, which has already changed from a seller's market to a buyer's market, and the survival and development of time-honored enterprises are facing greater risks and pressures. The wide application of science and technology in production makes products tend to be high-tech. The market is constantly changing, and the concept of consumers is also changing. Only by constantly innovating technology, improving product quality and constantly introducing new products can time-honored brands win more consumers and gain an advantage in the competition. For example, Tong Ren Tang applied high technology to the manufacture of Chinese medicine and achieved good economic benefits. Tongrentang is committed to the modernization of traditional Chinese medicine, while introducing foreign advanced liposome technology, improving the existing traditional Chinese medicine products and gradually realizing the modernization and internationalization of traditional Chinese medicine. It has produced 20 dosage forms and more than 200 varieties of Chinese patent medicines, and has rich reserves of developed new products and new products under development. In recent years, according to the market demand and changes, Tongrentang has further improved the scientific and technological content of its products, paid attention to secondary scientific research, and introduced new products, new processes and new technologies such as sugar-free Ganmao Qingre granules, Liuwei Dihuang concentrated pills, anti-influenza effervescent tablets, various film-coated tablets, tablets and soft capsules. With advanced production lines such as tablets, soft capsules, concentrated pills, honeyed pills, granules and granules, Tongrentang's technological innovation has not only promoted its rapid development, but also promoted the development of the whole Chinese medicine industry in China.
Only technological innovation can win the market, so can product innovation. Wang Baohe, a time-honored brand, is a classic case of winning the market through product innovation. The first is the innovation of wine. Mainly reflected in the variety, packaging and function. From 65438 to 0994, Wang Baohe Winery introduced six varieties of Wang Baohe old wine, including three-year Shaoxing wine, five-year carved wine and special rice, which injected vitality into the yellow rice wine market in Shanghai and was rated as "the most popular commodity in Shanghai". 1999 introduced three new packaging colors of Wang Baohe old wine: red festive wine, yellow crab banquet wine and black tribute wine. In August, 2004, in order to comply with the trend of "paying attention to nutrition in diet", the winery produced "Wang Baohe" Shanghai aged wine with health care function, which was favored by consumers and in short supply. Secondly, it is the innovation of crab feast. Mainly the innovation of crab dishes. On the basis that fresh water crabs can be picked, bought, roasted and eaten, Wang Baohe Restaurant held a chrysanthemum crab banquet in June1979+1October to let customers taste crab dishes. Since then, the crab banquets in Wang Baohe Restaurant and Wang Baohe Hotel have strived to win by being "new" in the market competition, and the crab dishes have been renovated year after year. Over the years, hundreds of new varieties have been introduced, including "chicken wrapped crab roll", "crab powder vegetable gall", "crab powder fish box" and "chrysanthemum to crab". These product innovations have won the favor of consumers, adapted to the market demand and occupied a favorable position in the competition.
Fourth, carry out service innovation.
Service is an extension of products. In industries where product quality, performance and price converge, especially time-honored enterprises, we should pay more attention to the function of "service" to extend the added value of products, and establish loyal consumer groups and good corporate image through service innovation. Service innovation is an important part of enterprise market innovation. The so-called service innovation refers to all new measures that can increase the added value of products for the convenience of consumers, such as increasing service items, improving service attitude, improving service facilities and innovating service methods. With the improvement of consumption level, consumer demand will be increasingly diversified and upscale. This requires enterprises to constantly innovate their services to consumers and provide them with more and better additional benefits, so as to create business characteristics and create consumer demand. Enterprises must adapt to this requirement and provide quality services to consumers, which can not only enhance the market competitiveness of enterprises, but also win higher service benefits. For example, Wang Baohe, founded in Shaoxing in the 9th year of Qing Dynasty (A.D. 1744), has gone through more than two centuries of development, from a small restaurant in Shaoxing to an internationally renowned catering brand in Shanghai. Its efforts in "innovation" run through the whole track of Wang Baohe brand development. Wang Baohe constantly innovates its services and gradually improves its energy level. Wang Baohe's service innovation mainly refers to the promotion of service to the level of "humanization", so as to enhance Wang Baohe's service brand. The traditional services of Wang Baohe Restaurant mainly include delivering wine to your door and providing convenience for customers in the restaurant. Today, Wang Baohe restaurants still strive to provide quality service. Customers who have holidays or special circumstances buy a lot of wine and deliver it to their homes. Wang Baohe can also peel crab meat for guests at the crab feast. It is particularly worth mentioning that he enthusiastically cooks crab dishes for the disabled with limited mobility. It is precisely because Wang Baohe has carried out the service concept of "all customer-centered" and constantly carried out service innovation that it has achieved a double harvest of economic and social benefits.
Facing more intense market competition, time-honored enterprises should establish the concept of serving customers, establish a more perfect service system, constantly introduce new service items, improve service quality, and constantly carry out service innovation to promote the development of time-honored enterprises.
Verb (abbreviation of verb) recombines resources to promote development
The dilemma faced by many time-honored brands lies in their failure to recognize their own resources and re-plan their own resources. It leads to inefficient utilization of resources, slow development and even extinction. A classic case of the rapid development of reorganization resources is the Jinjiang model of "asset replacement-flagship building-export operation".
Jinjiang is a self-owned brand in Shanghai with a history of 70 years. In June 2003, the Shanghai Municipal Party Committee and Municipal Government decided to reorganize the former Jinjiang and Xinya into Jinjiang International Group, and put forward the strategic idea of "convergence and integration" to make Jinjiang brand famous.
Jinjiang International adopted the expansion strategy of "retreat for progress". At that time, Jinjiang International had 42 hotels in Shanghai, accounting for 40% of the total. Revitalizing some local stock assets can activate the increment of foreign markets and expand the expansion of Jinjiang brand in the whole country. In 2004, Jinjiang International began a series of "asset replacement" actions, selling hotels in Shanghai moderately, freeing up nearly 654.38 billion yuan to acquire high-star hotels in other cities, from Jinhua Hotel in Kunming to Ginza Hotel in Wuhan, and building them into flagship hotels of Jinjiang brand one by one. Jinjiang International created a brand-new brand-driven expansion model through "asset replacement-flagship building-output management", which quickly swept through China, and regional hotel management companies in North China, South China, Southwest China, Northwest China, Central China and East China were established one after another. In just three years, the number of hotels owned by Jinjiang has increased from 105 to 208, covering 60 cities across the country. Jinjiang International Group's ranking among the top 300 hotel groups in the world rose from 47th two years ago to 29th, surpassing Shangri-La Hotel Group and Japan Prince Hotel Group, ranking first among Asian hotel groups. The World Brand Congress assessed the brand value of Jinjiang as11400 million RMB.
The model of Jinjiang's rapid expansion shows that as long as the old brands make overall plans and make rational use of resources, they will have the opportunity to activate enterprises and achieve rapid development.
6. Be good at using the intangible assets value of time-honored brands.
The formation of time-honored brands is the accumulation of consumers' long-term trust in the quality and reputation of their products and services. Time-honored brands have large intangible assets, so we should make good use of their value to further promote their development. Hengyuanxiang mode, which realizes rolling development by brand output, is a case worth learning.
Hengyuanxiang, a time-honored enterprise, takes the intangible asset of corporate brand as a link, forms a strategic alliance with potential but inefficient factories, establishes a strong marketing network through the joining mode of "connecting brand, image, investment, characteristics, management and lock management", and realizes the integration effect of "designing market, planning market, managing market and owning market", so that the joining enterprises can join Hengyuanxiang brand.
Hengyuanxiang's unique brand management mode has been praised as "Nike of China" by the industry. Their similarity lies in turning "manufacturing" into "brand": Nike doesn't have its own shoemaking production line, and all Nike shoes are processed by commission. Hengyuanxiang seeks allies through the intangible assets of the brand of "waiting for the price to sell". Its business strategy is: not to spend a penny to buy land, build factories and equipment, but only to use intangible assets as a link to drive tangible assets to form a strategic alliance and establish a benefit sharing mechanism.
Hengyuanxiang brought the expansion of enterprise capital with intangible assets, and walked out of the successful road of using the value of old brands to operate.
Seven, keep pace with the times and enrich the cultural connotation of time-honored brands.
Cultural connotation is the "soul" of brand. In recent years, as an obvious cultural phenomenon and an important cultural carrier, brand has attracted more and more attention from entrepreneurs, operators and consumers. On the one hand, some novel ideas have become the knowledge of more and more manufacturers, merchants, entrepreneurs and operators. Cultural concepts such as "half of the brand is culture", "we are not selling products, but culture" and "products are temporary and culture is eternal"; On the other hand, for consumers, when they buy those brand-name products, they no longer simply buy products, but pay more attention to the psychological and spiritual satisfaction brought by brand culture. It can be seen that in modern society, excellent cultural connotation is an indispensable element to form an excellent brand.
Through the investigation and interview of a large number of time-honored enterprises in China, we can see that time-honored brands are not only a simple concept of high-quality products and good reputation, but also contain rich historical and cultural connotations. Therefore, with the changes of the times, we should constantly enrich and enrich the cultural connotation of time-honored brands. Excellent brand and culture are inextricably linked. For example, Tsingtao beer, through a large number of surveys of consumers, came to the view that "the beer my father drank was not my beer". With the changes of the times, the tastes of the older generation are different from those of the younger generation. While innovating new products, Tsingtao Brewery put forward the brand proposition of "passion makes dreams come true" in the new period, with a clear slogan and a strong sense of the times, which further enriched the cultural connotation of Tsingtao Brewery's keeping pace with the times.
Eight, proactive brand self-protection.
Many enterprises in China lack brand protection awareness and legal awareness. In recent years, time-honored brands have been registered from time to time, mainly because the operators of time-honored brands lack the awareness of trademark and intellectual property protection, which leads to the damage of brand intangible assets. In the development process of time-honored enterprises in China, we must pay attention to strengthening the awareness of brand self-protection, such as the Guanshengyuan model of brand three-dimensional protection, which is worth learning. In order to protect the famous brand "White Rabbit" toffee, Guanshengyuan (Group) Co., Ltd. has successively registered a series of rabbit trademarks related to "White Rabbit", such as Big Flower Rabbit, Big Black Rabbit and Big Grey Rabbit, and carried out three-dimensional trademark protection for the famous brand "White Rabbit".
At the same time, time-honored brands should also pay attention to online brand protection and register and protect their own websites. With the comprehensive application of network in various industries, the brand protection of enterprises is also showing a diversified trend, and the great value of online brands is gradually emerging. Brand protection also includes the duality of unified protection of online brands and actual brands. At present, many enterprises lack understanding of the importance of protecting brands on the Internet. Well-known brands that have worked hard for many years are registered online and used for free, and even pay a lot of fees to registered users, which has caused huge economic losses to enterprises. Therefore, the protection of time-honored brands should be carried out in all directions from online to offline.
To sum up, first of all, Chinese time-honored brands are fundamentally close to the modern enterprise system, constantly innovating in technology, products, services, marketing, etc., making good use of brand value, constantly enriching the cultural connotation of time-honored brands, and paying full attention to protecting time-honored brands, so that Chinese time-honored brands can achieve rapid development and further carry forward.
/cysc/main/jtfzpsy/shwll/2006 1 1/2 1/t 2006 1 12 1 _ 95 19854 . shtml