According to the definition of "Chinese Time-honored Brands" Recognition Standards (Trial), Chinese time-honored brands refer to "a brand with a long history, products, skills or services passed down from generation to generation, and a distinctive traditional Chinese cultural background and profound Our country has many time-honored enterprises, such as Quanjude, Tong Ren Tang, Hu Qing Yu Tang, Lou Wai Lou, etc. These time-honored Chinese brands often inherit unique products and techniques. or services, which have Chinese national characteristics and distinctive regional cultural characteristics, and have historical and cultural value. At the same time, after a long period of historical testing, they have good reputation and have received wide social recognition and praise. Many of them enjoy high reputation at home and abroad.

However, under the conditions of today's economic globalization, technological progress is changing with each passing day, and market competition is becoming increasingly fierce. Many Chinese time-honored brands cannot adapt to market development due to various reasons such as corporate systems and management operations, and have gradually lost their credibility. The ability to continue to develop. The former Ministry of Domestic Trade recognized more than 1,600 Chinese time-honored enterprises in 1990. However, more than ten years later, among these more than 1,600 enterprises, 70% were barely maintaining; 20% were suffering long-term losses and facing bankruptcy; production and operation Only 10% have reached a certain scale and achieved good benefits.

At present, the main reasons for the difficulty in survival and development of many Chinese time-honored brands are: First, they have heavy historical burdens and the corporate system is inflexible. During the decades of development of my country's planned economy, most time-honored enterprises have been transformed into state-owned enterprises. After long-term development, there are generally more retirees. Some time-honored enterprises have more retired employees than active employees, and they have historical baggage. Relatively heavy. In particular, the mechanism is inflexible and efficient. Second, we are stuck in the old ways and lack innovation. Many time-honored enterprises have not timely market-oriented technological innovation, product innovation, and service innovation, and have gradually lost their competitive advantages, and their market share has been shrinking, making it difficult to survive. 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 time-honored brands. Because the original employees of many time-honored enterprises generally have low cultural levels, and the employment and distribution mechanisms are unreasonable, outstanding talents from outside do not come in, and the original outstanding talents of time-honored brands are not available. The phenomenon of outflow has seriously affected the development of time-honored enterprises. Fourth, there is a lack of awareness of intellectual property protection. The trademarks of many Chinese time-honored brands have been widely registered by other companies at home and abroad without strong awareness of legal protection. As a result, they have lost credibility in the minds of consumers and have been defeated by counterfeiting. Fifth, there is a lack of modern marketing awareness. Many managers of Chinese time-honored enterprises have the concept that as long as the product is good, the quality is good, and there is a certain time-honored brand effect, they do not care about the role of marketing. Therefore, they generally do not pay much attention to promoting their own products and promoting their own brands. As a result, they are surpassed by competitors and their living space becomes smaller. Under the conditions of a market economy with such a developed media, and in an era when consumers pay attention to brand consumption, those who do not have modern marketing awareness, do not promote themselves, and do not promote themselves can easily be gradually eliminated.

Government departments have begun to attach great importance to the survival and development of Chinese time-honored enterprises. For example, the Ministry of Commerce has vigorously carried out the "Revitalization of Time-honored Brands Project" under the new situation, which is not only to implement brand strategies, promote the development of national enterprises, and expand consumer demand. This important measure is also a strategic task to carry forward national business culture, carry out business with integrity, 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.

However, the sustainable development and strengthening of time-honored brands are ultimately the company’s own behavior and the result of the market’s choice of survival of the fittest. Therefore, the key to carrying forward time-honored brands is to rely on enterprises to face the market, introduce new ones, innovate business and development concepts, and at the same time maintain their own honest goodwill and business secrets to survive and develop in market competition. There are a small number of time-honored brands in our country that have adapted to the situation in a timely manner, developed innovatively, and carried forward the time-honored brands. To summarize the development experience of these time-honored brands, the key is to do the following aspects well:

1. Establish a market economy that adapts to the market economy The modern enterprise system

The fundamental reason for the survival crisis of many time-honored brands in our country is that the modern enterprise system has not been established, and the time-honored enterprises that are close to the modern enterprise system have often achieved rapid development. The modern enterprise system refers to a modern company system with clear property rights, clear rights and responsibilities, separation of government and enterprises, and scientific management.

It mainly consists of three parts: First, the legal person property system. Second, the limited liability system. Third, scientific organization and management system. The modern enterprise system bases the separation of ownership and management rights on the company law and the company's articles of association. The rights, responsibilities, and interests of each company's actors are clearly defined by the law and the articles of association, making property rights clear. The property rights boundary between the state and enterprises is clear, which can truly realize the separation of government and enterprises and the separation of the two powers. The limited liability system is an outstanding achievement of human institutional civilization. It is beneficial to both investors and operators. For investors, it reduces investment risks and increases profit opportunities; for operators, it allows them to have a free hand. , operates independently and is responsible for its own profits and losses.

For time-honored brands to continue to develop, they 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 brand enterprises based on advanced modern enterprise systems. Adapt to market competition. For example, in 1996, Hu Qingyutang suffered a loss of more than 7 million yuan and a debt of nearly 100 million yuan due to various reasons. In October of that year, after Hu Qingyutang joined Qingchunbao Group and changed the corporate system, Hu Qingyutang's annual profit growth rate exceeded 100% in the next three years. Xinhua Bookstore, founded in 1938, was restructured in 2004 and used private and foreign capital to save Xinhua Bookstore. This is also one of the classic cases. Seven state-owned publishing units including the Xinhua Bookstore Head Office and the People's Publishing House, two domestic limited liability companies including Beijing Boheng Investment Co., Ltd., and British Pacodo Investment Co., Ltd. will jointly establish Xinhua Publications Circulation Co., Ltd. to invest in The total and registered capital is 300 million yuan, with Chinese investment accounting for 73% of the total. The company's business scope is the wholesale and retail business of domestic books, newspapers, periodicals and electronic publications (excluding Hong Kong, Macao and Taiwan editions), with an operating period of 30 years. Xinhua Bookstore successfully restructured and gained new development.

Therefore, if my country's time-honored brands want long-term and sustainable development, like other enterprises, the key is to establish a modern enterprise system. Judging from the current successful experience, the main methods are to implement shareholding systems in property rights or introduce new investors, and to introduce senior management talents or managers in management and operation.

2. Innovate the marketing model

Time-honored brands cannot be conservative in marketing and must innovate in order to develop rapidly. "The fragrance of wine is also afraid of the depth of the alley." Time-honored brands should be good at using various methods to increase marketing efforts and expand the influence of the brand. For example, Wufangzhai, a time-honored brand famous for its rice dumplings, actively promotes rice dumpling culture and expands its brand influence by hosting events such as the Zongzi Festival. At the same time, it sells through various channels such as establishing chain stores and entering supermarkets, expanding the market for its products. In 2005, the sales revenue from rice dumplings alone reached 150 million yuan. There are also successful cases such as the strong alliance between Shaoxing Tower Brand Rice Wine and Japanese sake companies to quickly expand the market. Shaoxing Tower Brand Rice Wine occupies 40% of Japan's rice wine market, ranking first in rice wine exports year after year. Its marketing secret lies in adopting a flexible model, cooperating with Japan's largest sake company, and utilizing its complete marketing channels to succeed. quickly entered the Japanese market. In recent years, in order to actively develop the domestic market, Tapai Shaoxing wine has formed a partnership with Quanjude and adopted a brand alliance so that consumers can drink authentic Tapai Shaoxing wine in Quanjude stores. The strong alliance and complementary advantages have achieved good results. effect.

At the same time, in a modern society with advanced information, the "attention economy" characteristics of today's market are very obvious, creating conditions for time-honored companies to innovate marketing methods to quickly expand their brands and increase sales. For example, in 2005, Mengniu cooperated with Hunan Satellite TV to stage entertainment programs featuring Super Girls across the country. Mengniu and Super Girls’ advertisements began to sweep across the country. Mengniu’s total investment this time by Hunan Satellite TV reached more than 30 million yuan, but Mengniu that year The marketing of dairy products has reached an unprecedented high. Mengniu's Super Girl has achieved brilliant success. In 2004, Mengniu's yogurt sales were 800 million yuan. Through integrated marketing with "Super Girl", Mengniu's yogurt sales exceeded 2005. 3 billion, achieving a growth of more than 300%. The combination of Mengniu Sour Yogurt and Super Girls is a typical successful case of innovation in marketing models and communication methods. Mengniu Group has achieved a brand building strategy of rapidly expanding the brand and increasing sales.

As an emerging enterprise, Mengniu can develop through the innovation of marketing models. Time-honored enterprises can also learn from Mengniu's experience and consider changing the product-centered marketing model to a communication-centered marketing model to achieve rapid expansion of time-honored brands. Brand strategy.

3. Carry out technology and product innovation

Since my country’s accession to the WTO, market competition has intensified, the international market has been domesticated, and the domestic market has been internationalized, and it has long since transformed from a seller’s market. As a buyer's market, the survival and development of time-honored enterprises face greater risks and pressures. The extensive application of science and technology in production makes products more advanced. The market is constantly changing, and so are consumer perceptions. Only by continuously innovating technology, improving product quality, and launching new products can time-honored brands win more consumers and gain an advantage in the competition. For example, Tong Ren Tang has achieved good economic benefits by applying high technology to the manufacturing of traditional Chinese medicine. While Tong Ren Tang is committed to the modernization of traditional Chinese medicine, it has introduced advanced foreign liposome technology, improved existing traditional Chinese medicine products, and gradually realized 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 a rich reserve of new products that have been developed and new products under development. In recent years, according to market demand and changes, Tongrentang has further improved the technological content of its products, focusing on secondary scientific research, using sugar-free production, fully extracted concentrated pill technology and tablet film coating, macroporous resin absorption, spray drying, and fluidized bed. New processes and technologies such as granulation, full extraction and concentration, and ultra-fine pulverization have launched sugar-free Ganmaoqingre granules, Liuwei Dihuang concentrated pills, anti-sense effervescent tablets, various film-coated tablets, tablets, soft capsules and other new dosage forms. Products, with advanced production lines for tablets, soft capsules, concentrated pills, honey pills, granules, and granules to meet the different needs of patients. Tongrentang's technological innovation not only promotes its own rapid development, but also enables the entire Chinese medicine industry in my country to continue to flourish.

Technological innovation can win the market, and product innovation can also win the market. The time-honored brand Wang Baohe is a classic case of winning the market through product innovation. First, there is the innovation of wine. Mainly reflected in variety, packaging and function. In 1994, Wang Baohe Winery launched six varieties of Wang Baohe wine, including three-year-old Shaoxing wine, five-year-old Huadiao wine, and special rice wine, which injected vitality into Shanghai's rice wine market and was rated as "Shanghai's most popular wine." Products that are popular with consumers." In 1999, Wangbaohe Laojiu with new packaging in three colors was launched: red festive wine, yellow crab feast wine, and black tribute wine. In order to comply with the trend of "nutritional diet", in August 2004, the winery used five- and ten-year-old Shaoxing wine as the base wine, supplemented by infusion of natural raw materials such as black plum and wolfberry to produce "Wangbao" with health care functions. "Shanghai old wine" has been favored by consumers and is in short supply. Secondly, it is the innovation of crab feast. Mainly the innovation of crab dishes. On the basis that Qingshui river crabs can be picked, bought, cooked and eaten on the spot, Wang Baohe Restaurant created the Chrysanthemum Crab Feast in October 1979, allowing customers to taste tables of crab dishes. Since then, the crab feasts of Wang Baohe Restaurant and Wang Baohe Hotel have strived to win with "newness" in the market competition, and the crab dishes have been renovated every year. There are hundreds of new varieties introduced over the years, including "Fengyi Crab Roll", "Crab Meal and Vegetable Gut", "Crab Meal and Fish Box" and "Chrysanthemum Crab" etc. These product innovations have won the favor of consumers, adapted to market needs, and occupied a favorable position in the competition.

4. Carry out service innovation

Service is an extension of product. In industries where product quality, performance, and price converge, especially for time-honored companies, they must pay more attention to the function of "service" to extend the added value of products, and establish a loyal consumer group and a 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 to facilitate consumers, such as the increase of service items, the improvement of service attitude, the improvement of service facilities, and the innovation of service methods. As consumption levels increase, consumer demand will become increasingly diversified and high-end. This requires enterprises to continuously innovate in their services to consumers and provide consumers with more and better additional benefits to create business characteristics and create consumer demand. Enterprises must adapt to this requirement and provide consumers with high-quality services. service, which can not only enhance its market competitiveness, but also win higher service efficiency.

For example, Wang Baohe was established in Shaoxing in the ninth year of Emperor Qianlong of the Qing Dynasty (1744 AD). After more than two centuries of development, it has grown from a small wine shop in Shaoxing to an internationally renowned catering brand in Shanghai. It has worked hard on "innovation" throughout Wang Baohe. Baohe brand development trajectory. Wang Baohe continues to innovate services and gradually upgrade its capabilities. Wang Baohe's service innovation mainly refers to improving services to a "humanized" level, thereby enhancing Wang Baohe's service brand. The traditional services of Wang Baohe Restaurant mainly include door-to-door wine delivery and convenience for dine-in customers. Today, Wang Baohe Restaurant still strives to provide high-quality service. During holidays or for customers with special circumstances who purchase large quantities of wine, door-to-door delivery is also implemented. Wang Baohe can also peel crab meat for guests during the crab feast. What is particularly worth mentioning is the enthusiastic cooking of crab dishes for people with limited mobility. Precisely because Wang Baohe has implemented the service concept of "focusing on the customer in everything" and continuously carried out service innovation, it has achieved both economic and social benefits.

Faced with more fierce market competition, time-honored enterprises should establish the concept of serving customers, establish a more complete service system, continuously launch new service projects, improve service quality, and continuously carry out service innovation to promote The development of time-honored enterprises.

5. Reorganize resources to promote development

Many time-honored brands face difficulties because they fail to recognize their own resources and re-plan their resources as a whole. As a result, resource utilization efficiency is low, resulting in It develops slowly and even dies. A classic case of reorganizing resources to achieve rapid development is the Jinjiang model of "asset replacement-building flagship-output management".

"Jinjiang" is a Shanghai-owned brand with a history of 70 years. In June 2003, the Shanghai Municipal Party Committee and Municipal Government decided to reorganize the two original Jinjiang and Xinya Groups into Jinjiang International Group, and proposed " "Convergence, fusion" is the strategic thinking of Jinjiang brand.

Jinjiang International has adopted the expansion strategy of “promoting through retreat”. At that time, Jin Jiang International had 42 hotels in Shanghai, accounting for 40% of the total. Revitalizing some local existing assets can activate the growth of overseas markets and expand the expansion power of Jinjiang brand across the country. In 2004, Jin Jiang International started a series of "asset replacement" actions, selling an appropriate number of Shanghai hotels, freeing up nearly 1 billion funds to acquire high-star hotels in other places, from Kunming Jinhua Hotel to Wuhan Jianyin Hotel, acquiring them one by one, one by one. Build it into the flagship hotel of the "Jinjiang" brand. Through "asset replacement-building flagship-output management", Jin Jiang International created a new "brand-driven" expansion model, which quickly swept across China, and regional hotel management companies in the north, south, southwest, northwest, central China, and east China were established one after another. In just three years, the number of hotels under "Jin Jiang" has increased from 105 to 208, covering 60 cities across the country; Jin Jiang International Group's ranking among the top 300 hotel groups in the world has risen from 47th two years ago to 47th. 29th, surpassing Shangri-La Hotel Group, Japan's Prince Hotel Group, etc., and firmly ranking first among Asian hotel groups; the World Brand Conference assessed the brand value of "Jinjiang" as 11.4 billion yuan.

Jinjiang’s rapid expansion model shows that as long as time-honored brands make overall planning and rational utilization of their resources, they will have the opportunity to activate the enterprise and achieve rapid development.

6. Be good at utilizing the intangible asset value of time-honored brands

The formation of time-honored brands is the long-term accumulation of consumers’ trust in the quality and credibility of their products and services. Time-honored brands have large intangible assets, and we must be good at using the brand value of time-honored brands to further promote the development of time-honored brands. The Hengyuanxiang model of achieving rolling development through brand output is a case worth learning from.

The time-honored enterprise Hengyuanxiang uses the intangible assets of the corporate brand as a link to form strategic alliances with factories that have potential but poor returns. Through "connecting the brand, connecting the image, connecting the investment, connecting the characteristics, and connecting the management, lock in The five-chain and one-lock franchising method of "Business Concept" has established a strong marketing network and achieved the integration effect of "designing the market, planning the market, managing the market, and owning the market", allowing franchised enterprises to form a strong brand under the banner of Hengyuanxiang brand. market competitiveness.

Hengyuanxiang's unique brand management model is hailed by the industry as "China's Nike". Their biggest similarity is that they turn "manufacturing" into "branding": Nike does not have its own shoemaking production line, and all of its Nike shoes are outsourced. Hengyuanxiang seeks allies with the brand’s intangible assets “up for sale”.

Its business strategy is: not spending a penny to buy land, build factories, or buy equipment, but only use intangible assets as a link to drive tangible assets to form strategic alliances and establish a profit sharing mechanism.

Hengyuanxiang uses intangible assets to expand corporate capital, and has embarked on a successful road to operating with the brand value of time-honored brands.

7. Keep pace with the times and enrich the cultural connotation of time-honored brands

Cultural connotation is the "soul" of the brand. In recent years, brands, as obvious cultural phenomena and carriers of important culture, have attracted more and more attention from entrepreneurs, operators, and consumers. On the one hand, some novel concepts have become the common sense of more and more manufacturers, merchants, entrepreneurs, and operators. Cultural concepts such as "half of a brand is culture", "what we sell is not products, but culture", "products are temporary, culture is eternal", etc.; on the other hand, for consumers, they When purchasing those brand-name products, it is no longer just about purchasing the product, but more importantly, the psychological and spiritual satisfaction brought by the brand culture. It can be seen that in modern society, excellent cultural connotation is an indispensable element in forming an excellent brand.

Through the investigation and interviews with a large number of time-honored brand companies in my country, it can be seen that time-honored brands are not only the concept of high-quality products and good reputation, but also contain rich historical and cultural connotations. Therefore, with With the changes of the times, we must continue to enrich and enrich the cultural connotation of time-honored brands. Excellent brands and culture have an indissoluble bond. For example, Tsingtao Beer concluded through a large number of consumer surveys that "the beer my dad drinks is not the beer I drink." With the changes of the times, the tastes of the older generation and the youth The tastes of each generation are different. While innovating new products, Tsingtao Beer has proposed "Passion makes dreams come true" as its brand proposition in the new era. The slogan is vivid and has a strong sense of the times, which further enriches Tsingtao Beer's brand with the times. The cultural connotation has a strong cultural appeal to attract the younger generation of beer consumers.

8. Actively carry out brand self-protection

Many companies in my country lack brand protection awareness and legal awareness. In recent years, time-honored brands have been registered frequently, mainly because Operators of time-honored brands lack awareness of trademark and intellectual property protection, resulting in damage to brand intangible assets. In the process of development, my country's time-honored enterprises must pay attention to strengthening the awareness of brand self-protection. For example, the Guanshengyuan model of three-dimensional brand protection is worth learning. In order to protect the famous brand trademark "White Rabbit" toffee, Guanshengyuan (Group) Co., Ltd. has registered a series of rabbit trademarks related to "White Rabbit" such as Big Flower Rabbit, Big Black Rabbit, and Big Gray Rabbit. The famous brand Rabbit Trademark has received three-dimensional trademark protection.

At the same time, time-honored brands must also pay attention to online brand protection and register and protect their website addresses. With the comprehensive application of the Internet in various industries, corporate brand protection has also shown a diversified trend. The huge value of online brands is gradually revealed. Brand protection also includes the duality of unified protection of online brands and actual brands. . At present, many companies lack awareness of the importance of protecting their brands on the Internet. Well-known brands that have been painstakingly developed over many years are being registered and used for free online. They even have to pay a large amount of money to the squatters, causing huge harm to the enterprises. economic losses. Therefore, the protection of time-honored brands must be carried out in all aspects online and offline.

To sum up, Chinese time-honored brands first fundamentally move closer to the modern enterprise system, continue to innovate in technology, products, services, and marketing, are good at using brand value, and continue to enrich time-honored brands as the times change. By emphasizing the cultural connotation and paying full attention to protecting time-honored brands, Chinese time-honored brands will achieve rapid development and further flourish

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