(A) size up the situation, give play to their own advantages and boldly carry out product innovation.
The leading enterprises in the future market are those that innovate products and services in time and are the immortal source of innovative enterprises. As an "old brand", it is no longer desirable to rely on the old to sell the old, and it needs to be repackaged and innovated in products and services.
As a food enterprise, only by grasping customers' stomachs can we seize the sales market. Over the years, Tong Yuan has made continuous efforts in product innovation. For example, the company's traditional "three treasures of tea and food" is undergoing a makeover. For different consumer groups, Zhenyuantong not only expanded the previous "three treasures" into "four treasures", but also developed a variety of flavors such as Ejiao, Lily and Longan. On the basis of continuing to introduce traditional shortbread to elderly customers, a chocolate shortbread for young people was developed. ...
Zhenyuantong also made innovations in sales methods, and successfully entered Yichu Lotus Supermarket in Hangzhou, Jiaxing and other places with the mode of "shop-in-shop", and several specialty stores opened every year. It is reported that the sesame crispy rice launched by Zhenyuantong has won a good reputation in surrounding markets such as Shanghai, Jiangsu and Anhui. Moreover, in the past two years, the sales volume of Zhenyuantong products has increased rapidly by 30% every year.
Qingdao's historic "Chunhelou" Hotel, built in 1897, was once the place where the dignitaries of the island city gathered for banquets. 1996 or so, once on the verge of bankruptcy. After some calm thinking, the operators believe that the time-honored brand should not only decline, but also be regarded as valuable wealth, give full play to its own characteristics and goodwill advantages, and innovate on this basis to make the time-honored intangible asset glow with new vitality. On Shandong cuisine, Chunhelou can sit at the top of the island city, and its technology, characteristics and popularity have taken an absolute advantage. The problem lies in the backward management methods and the lack of novelty in the taste of dishes. After finding the crux, they first won the support of banks and finance, and invested 6,543,800 yuan to renovate the store. On the basis of simplicity and elegance, they also incorporate modern fashion style, and position the market as mass consumption according to the characteristics of Qingdao consumers. Then, they made a big fuss about innovation and introduced time-honored brands from other places into He Chun Building. Since 1997, Shanghai local cuisine from Dexing Pavilion in Shanghai, Zhejiang cuisine from Zhuangyuan Building in Ningbo, and Su cuisine from Deyue Building in Suzhou have appeared in He Chun Building one after another, making consumers of all tastes feast their eyes. In recent years, Chunhelou is famous for its series of steamed dumplings, a famous Chinese snack.
Among the four famous snacks in Wuhan, Four Seasons Mei Tang Bao is the most innovative. In the past 20 years, its dumplings have developed from a single boiled dumpling with fresh meat to a series of 12, 18 colors and 8 flavors. When other time-honored snacks in Jiangcheng are declining, the beauty of the four seasons remains the same.
The "Eighteen Sons" in Yangjiang lacks the profound historical culture contained in the old brands such as "Wang Mazi" and "Zhang Xiaoquan" in the market. However, over the past decade or so, "Eighteen Sons" has filled many gaps in the domestic knife-making history 10, obtained more than 60 patents, enriched the culture of brand development, and fully reflected the core competitiveness of "Eighteen Sons".
(two) in line with the city's tourism culture management.
"Time-honored brand" plays an important role in creating a famous cultural city. Because of its rich cultural connotation, "time-honored brand" has brought positive influence to the whole city and become a tourism cultural resource with unique charm. Therefore, "time-honored brands" can play a role in the city's tourism culture.
From the perspective of tourism culture, there are only two kinds of tourists: one is to seek cultural differences, such as European and American tourists, who travel across the ocean to find exotic folk customs; The second is to seek cultural identity, such as compatriots from Hong Kong, Macao and Taiwan and overseas Chinese, in order to "seek roots" for returning to their homeland. Here, "time-honored brand", as a profound culture, shows its unique advantages. Therefore, time-honored brands should actively seek government support. For example, in the traditional old street protection area of the city, on the one hand, the original time-honored brands can be protected, on the other hand, the time-honored brands in other parts of the city are relatively concentrated. The old street is famous for its "time-honored brand", which uses the outlets of the old street to gather popularity and geographical advantages, and displays the rich cultural connotations of the old street, bringing out the best in each other. In addition, it can also be combined with the government's tourism promotion and other activities to increase the publicity of the "time-honored brand" and make the profound historical and cultural heritage of the "time-honored brand" a household name.
Conduct research on consumers and upgrade product grades.
Consumers in market segments are constantly changing. Therefore, "time-honored brands" also need to study consumers and conduct accurate market segmentation according to the grade positioning of their products.
Hendry, an old brand famous for its watch glasses, has never been "untenable". The fundamental reason is that it gives the intangible asset of time-honored brand a new connotation. They won the middle and high-end consumer groups by positioning high-end products, and the fashionable and noble exclusive cabinets such as Omega, Tissot and Rolex let the old brand Hendry face customers of all ages.
Time-honored brands can learn from the operating experience of Procter & Gamble, Coca-Cola and other brands. For example, they study the form of consumers all the year round, and it is very important to change their concepts. They should not only pay attention to products, but also know how to study the needs of consumers, especially today when consumers are becoming more and more picky.
(four) increase the intensity of counterfeiting and maintain the brand.
The rampant corrosion of counterfeit goods has become the enemy of new and old brands. For more than 300 years, "Wang Mazi" has been faking. There are hundreds of shops around Beijing alone, and many people are cheated. The five authentic chain stores opened only in Beijing are far from meeting the needs of customers and businesses. For the new brand, the situation is not much better. According to statistics, there are 3,000 fake "eighteen-child" knives on the market every day, which makes people hard to prevent. Counterfeiting is the most important thing, and it is urgent for old brands to strengthen their R&D capabilities and promote the improvement of economic conditions, so as to enhance their technological advantages and prevent frequent counterfeiting from innovation.
(E) Pay attention to the promotion of brand value
The brand of "time-honored brand" itself is a huge intangible asset, so we should give full play to its advantages. First of all, we should strengthen the awareness of trademark registration, attach importance to the evaluation of intangible assets, and let the golden signboard get the quantitative value of the application. Or, we can transfer the naming right of the "time-honored brand" or use it for a fixed period by public auction, or we can invest and graft the intangible assets of the brand name to make the "time-honored brand" glow with new vitality.
At the same time, brand power is the combination of enterprise brand name and competitive strength. Having a brand does not mean having competitive strength. Only the brand, or only the famous enterprise left by the ancestors, will eventually lose the brand without the actual competitiveness of the enterprise. Time-honored brands need to be constantly recharged, and attention should be paid to the construction and promotion of brand value. Brand value construction needs to work hard on brand image and brand cultural connotation, so "time-honored brand" needs to look at brand image and brand value in the eyes of consumers, find out the shortcomings of brand construction and make improvements.
(6) Establish core competitiveness
Compared with those new enterprises entering the market, the century-old brand itself is a competitive advantage. However, if this competitive advantage cannot be reasonably used to create core competitiveness, the accumulation of century-old brands still cannot play a role, so it is very important for time-honored brands to establish their own core competitiveness.
Three or four years ago, jiaozi was popular in Wuhan, but most of them were closed. The voice of Chu Liuxiang jiaozi that "delicious is not as good as jiaozi" is getting louder and louder. According to its management, "Chu Liuxiang" has identified the market of jiaozi in Wuhan and is committed to the operation of jiaozi. By ensuring the authenticity of raw materials and strictly controlling the quality in technology, it ensures its unique taste and forms its own core competitiveness.
(7) expand publicity.
In fact, time-honored brands have enviable innate advantages, old qualifications and high attention. A little "dialing" will attract great attention from the media and the public, which can be described as four or two thousand yuan. Therefore, with the help of profound historical connotation, doing some articles on brand promotion will also cause consumers to flock to Wuhan. A few years ago, Cai engaged in chain operation, which attracted "carpet bombing" and "making a splash" from the local media.
The propaganda of time-honored brands is generally low-key, and only a few such as "Quanjude" and "Dasanyuan" are more imposing. In fact, the brand value of "a century-old shop" makes "outsiders" salivate.
(eight) the scientific development of chain operation.
Franchising is known as the third business revolution in the world, which has the characteristics of rapidly expanding business without huge investment. The scientific development and chain operation of time-honored brands will produce scale effect. The insiders believe that reorganization and chain expansion are the way out for time-honored brands. Quanjude, Donglaishun and other old brands take the form of chain, changing from pure state-owned to joint-stock management. Among them, Quanjude has more than 60 chain stores in China and 96 in Donglaishun. Quanjude and Donglaishun are the top ten chain enterprises in China. Moreover, this chain business model is by no means passed down from ancestors, which is called keeping pace with the times.