A century-old store refers to a business that has been established for a long time, operates with integrity, and has unique products and services. Although it has gone through a hundred years of vicissitudes, the name of the company and the products or services it provides are still trusted and welcomed by the people.

In the process of marketization in our country, many century-old stores and century-old brands have also emerged. These brands have played a certain positive role in promoting my country's economic development and enriching marketing theory and practice in a certain period.

However, with the deepening of marketization, especially the increasing openness and diversification of the international market, many century-old brands in our country are incurring competitive pressure from all aspects, and their living space is gradually shrinking, which has caused a large number of The performance of century-old stores has plummeted or even closed down.

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Problems faced by century-old stores and century-old brand marketing

1. Brand internationalization problems

my country’s A prominent problem with century-old stores and century-old brands is that the brand’s degree of internationalization is low, and there is a certain gap between them and internationally renowned brands.

One of the main reasons for these problems is that there is a big gap between the operation model of Chinese brands and that of internationally renowned brands. Most well-known foreign companies attach great importance to design, R&D and marketing networks, and can quickly adapt to the market. Changes;

On the contrary, many century-old stores in my country pay too much attention to the production process and ignore the design, R&D and marketing links, resulting in slow response to market changes. With the support of this operating model, it is difficult for my country's century-old brands to make a difference on the road to internationalization.

2. The added value of the brand is low and lacks cultural connotation

The products produced by many companies in our country, especially some century-old stores, already have high technology and quality standards, but Due to the low grade and low price of the product, the added value of the product is low.

Many brand products lack additional value, especially cultural connotation, that can bring psychological satisfaction to consumers, thus affecting the social and international image of my country's century-old brands, leaving behind "first-class" products in the international market. products, second-rate prices, and third-rate packaging”.

3. Brand marketing methods are single and lack of integrated marketing thinking

On the one hand, brand operation should start from product research and development, quality, positioning, image design, cultural connotation, price, service, advertising , corporate image, etc. to form an all-round, full-process, all-staff system project.

However, the operation process of many century-old brands in my country is very irregular. They often ignore the construction of one or several factors such as variety, quality, price, service, reputation, etc., resulting in the integration of brand marketing. Poor performance and systematicness.