From the Spring Festival to the Lantern Festival, many time-honored Wuxi Online Offline Communication Information Technology Co.Ltd(300959) stores are lively again. ” Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) fried dough twist”, “ostrich”, time-honored “graffiti” boxes, “sea gull” “tide watch” – people have seen different old brands.
In Tianjin, there are 66 Chinese time-honored brands and 163 Jinmen time-honored brands. Many enterprises have a history of hundreds of years. During the Lantern Festival, the reporter visited many time-honored brands and found that some enterprises are planning new development with innovation as their “pen”.
there are more and more new faces in the old store
During the Lantern Festival, the stores of Chinese time-honored brands Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) were decorated with lanterns and people came and went. Xiao Zhao fried dough twist in the “world of flowers” for nearly 1 hours after 00 years, and picked several boxes of small fried dough twist flowers to prepare for her snack after her school.
“The first month is the peak of Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) sales.” Xu Yanqing, director of Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) brand, said that “thumb fried dough twist” is only a finger size, and is a new product of “net red”.
There are more and more new faces in the old store
Around the Spring Festival, many customers shop in the offline stores of China’s time-honored brand Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) . (picture provided by the interviewee)
Since last year, a cure ink called “Eucalyptus garden” has been on fire in the “graffiti circle”. This product is a set of four pieces, quite like a girl’s cosmetic bottle, with a “little fresh” face. Huang Qiang, head of the Chinese time-honored “ostrich” enterprise that developed this product, said that the sales volume has reached more than 2 million pieces, and almost all the buyers are young people.
In 2021, “Seagull” settled in the acquisition platform positioned as “a new generation of trend online shopping community”. In the past year, 85% of buyers are “post-90s”. Not long ago, the first “tide watch” developed by “Seagull” went on the market. Its body is sectord black, night vision and hollowed out, which is also very popular with young people.
The preferences of young people can be seen more clearly in the data. Jingdong supermarket platform has settled in more than 500 Chinese time-honored enterprises, accounting for nearly half of the number recognized by the Ministry of Commerce. According to the data released by jd.com in January, the user growth rate of young people under the age of 24 in 2021 is the fastest among all age groups.
point breakthrough in progress
“Most time-honored brands in Tianjin are in the mature stage of the enterprise life cycle, and some are in the decline stage of gradually withdrawing from the market.” A person in charge of the Tianjin Municipal Bureau of Commerce, which is in charge of the time-honored brand business, said.
Cheng ran, the founder of a business consulting company who has long paid attention to the enterprise growth cycle, believes that in the face of new technologies, new markets and new consumer groups, some time-honored brands have reached the “limit point” of the enterprise life cycle, and there is an urgent need to develop the “second curve” and continue the enterprise life cycle. Its core is innovation.
However, a professor of time-honored brands at Nankai University said frankly that some time-honored brands can survive but can not keep up with the times, “time-honored brands eat their old roots”.
However, “dot breakthrough” began to appear.
In recent years, some time-honored enterprises aim at young people and try new products. “The old fried dough twist is as thick as the arms, and it is fragrant when it is put in oil. But now is not the time when we can not eat the oil.” Zhao Zheng, deputy general manager of Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) , said that enterprises have developed a variety of mini – fried dough twist with salt and pepper for a year.
Live delivery has become a new attempt. Sales tiktok of Tianjin’s old brand “Yu Mei Jing” has been rising. “The live broadcast platform is sensitive to the market and can jointly explore new products and create new brands with Yu Meijing.” Tianjin jitter live broadcast tiktok eco industrial park, a responsible person said.
Some time-honored brands have also actively participated in the restructuring and listing. According to the latest data of Enterprise Investigation on February 14, there are 68 affiliated listed companies bred by time-honored enterprises, of which 64 are listed on A-share and 4 on the new third board
Ostrich ink products exhibited in Tianjin ostrich Ink Co., Ltd. Photographed by Xinhua News Agency reporter Liu Weizhen
usher in a new look of development
In 2021, the Ministry of Commerce announced that it would take the lead in cultivating international consumption center cities in five cities including Tianjin. The development of the time-honored brand ushering in a new world.
“With the help of the new retail model, time-honored brands can enhance the added value of their products through marketing innovation, product innovation and scientific and technological innovation.” A person in charge of Tianjin Municipal Bureau of Commerce said that time-honored brands should realize production on demand and improve consumers’ use feeling, so as to promote a new leap of time-honored brands.
Cheng ran said that to meet the new technology, time-honored brands can carry out digital upgrading and transformation of supply chain, production chain and business chain
The cure developed by ostrich is an ink “Eucalyptus garden” poster. (picture provided by the interviewee)
In recent years, Tianjin has also encouraged time-honored brands to develop in a specialized and new direction. Beijing Tongrentang Co.Ltd(600085) , laomeihua and other time-honored specialized and special new products won financial reward funds, and Beijing Tongrentang Co.Ltd(600085) was selected as the national specialized and special new “little giant” enterprise, which played a typical exemplary role in the high-quality development of time-honored enterprises.
“Tianjin provides special funds to support the scientific and technological innovation projects of time-honored brands such as Tianli old vinegar, Tianjin Guifaxiang 18Th Street Mahua Food Co.Ltd(002820) and lighthouse coating, and supports time-honored brands in food, pharmaceutical, industry and other directions to enhance their independent innovation ability.” A person in charge of Tianjin Municipal Bureau of Commerce said.
