The decline of some time-honored brands is of great significance to other time-honored brands. Therefore, if the time-honored brands carefully analyze the current situation and combine the current domestic market environment and their industry position, they can show their competitive advantages. The failure of many enterprises shows that time-honored brands are bound to die if they don't adjust their thinking and innovate in time. For time-honored brands, there are eight strategies to revive their glory:
(1) Assess the situation, give full play to their own advantages, and boldly carry out product innovation
The enterprises that will lead in the market in the future are those that carry out product innovation and service innovation in time, and the source of immortality for innovative enterprises. As an "old brand", it is no longer desirable to rely on the old to sell the old, but to repackage and innovate in products and services.
As a food enterprise, only by grasping customers' stomachs can we seize the sales market. Over the years, Zhen Yuantong has been making continuous efforts in product innovation. For example, the traditional "three treasures of tea and food", the main product of the company, is changing its face. According to 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 crisp candy to elderly customers, Zhenyuantong developed chocolate-flavored crisp candy for young people ...
Zhenyuantong. It is reported that the sesame crispy rice launched by Zhenyuantong has won a good reputation in peripheral markets such as Shanghai, Jiangsu and Anhui. Moreover, in the past two years, the sales volume of Zhenyuantong products has increased rapidly at a rate of 3% every year.
Chunhelou Hotel, an old brand in Qingdao, was founded in 1897. It was once a place where dignitaries of the island city gathered and held banquets. Around 1996, it was once on the verge of bankruptcy. After some calm thinking, the operators believe that the time-honored brand should not only be declined, but should be regarded as valuable wealth, give full play to its own characteristics and goodwill advantages, innovate on this basis, and let the intangible asset of the time-honored brand glow with new vitality. On Shandong cuisine, Chunhelou can take the top spot in 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 1 million yuan to renovate the store. On the basis of the original simplicity and elegance, they also incorporated modern fashion styles, and positioned the market as mass consumption according to the characteristics of Qingdao consumers. Then, they made a big fuss about innovation and introduced the time-honored brand features from other places to Chunhe 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 Chunhe Building, making consumers of all tastes feast their eyes. In recent years, Chunhelou has become famous as "Chunhelou Steamed Dumplings Series, a famous Chinese snack".
Among the four famous snacks in Wuhan, Four Seasons Mei Tang Bao has the largest innovation. In the past 2 years, its soup dumplings have developed from a single cooked soup dumpling with fresh meat to 12 series, 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 do not have the profound historical culture contained in the old brands such as "Wang Mazi" and "Zhang Xiaoquan" in the market. However, in the past decade or so, from the perspective of seeking change, the "eighteen sons" have filled more than 1 gaps in the domestic knife-making history and obtained more than 6 patents, enriching and enriching the culture of brand development and fully embodying the core competitiveness of the "eighteen sons".
(II) Integration 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 overall positive effects to the city and has 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, tourists are nothing more than two types: one is to seek cultural differences, such as European and American tourists, who travel across the sea to find the folk customs of foreign countries; The second is to seek cultural identity, such as compatriots from Hong Kong, Macao and Taiwan and overseas Chinese, and "seek roots" for returning to their homeland. Here, the "time-honored brand" shows its unique advantages as a deeply accumulated culture. Therefore, time-honored brands should take the initiative to seek government support, for example, in the traditional old street preservation area of the city, on the one hand, the original "time-honored brands" can be protected, on the other hand, the "old word street" where the "time-honored brands" in other parts of the city are relatively concentrated. The old street is famous by the "time-honored brand", and the "time-honored brand" uses the outlets of the old street to gather the advantages of popularity and geography, and displays the rich cultural connotation of the "time-honored brand" in a concentrated way, which complements 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.
(3) conduct research on consumers and upgrade product grades
Market segments Consumers are constantly changing. Therefore, "time-honored brands" also need to conduct research on consumers and conduct accurate market segmentation according to the grade positioning of their products.
Hendry, a time-honored brand famous for its business in watches and glasses, has never failed to "stand up". The fundamental reason is that it has given the intangible asset of the time-honored brand a new connotation. They have won the middle and high-end consumer groups by positioning themselves in high-end products, and the fashionable and noble exclusive cabinets such as Omega, Tissot and Rolex allow the old brand Hendry to face customers of all ages.
Time-honored brands can learn from the experience of operating brands such as Procter & Gamble and Coca-Cola. For example, they study the consumer's form all the year round. It is very important to change their concepts, not just focus on products, but also know how to study the needs of consumers, especially today when consumers are becoming more and more critical.
(4) Intensifying anti-counterfeiting and anti-counterfeiting, and maintaining the rampant corrosion of counterfeit goods of brands
have become the enemies of both new and old brands. For more than 3 years, "Wang Mazi" has been faking constantly. There are hundreds of shops around Beijing alone, and many people have been deceived. Only five authentic chain stores opened in downtown 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, counterfeit "eighteen-child" knives on the market every day, which is hard to prevent. Counterfeiting is a top priority, which urgently requires the strengthening of R&D capabilities of time-honored brands to promote the improvement of economic conditions, thereby enhancing technological advantages and putting an end to frequent counterfeiting from innovation.
(5) Pay attention to the promotion of brand value
The "time-honored" brand itself is a huge intangible asset, so its advantages should be fully exerted. First of all, we should strengthen the awareness of trademark registration and attach importance to the evaluation of intangible assets, so that the golden signboard can obtain the quantitative value of application. Or we can transfer the naming right of the "time-honored brand" by public auction or use it for a fixed period of time, or invest and graft the intangible assets of the brand name, so that the "time-honored brand" will glow with new vitality.
at the same time, brand strength 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 business name left by the ancestors, without the actual competitiveness of the enterprise, will eventually lose the brand. Time-honored brands need to be recharged constantly, and the construction and promotion of brand value should be emphasized. Brand value construction needs to work hard on brand image and brand cultural connotation, so "time-honored brand" needs to look at the brand image and brand value in the eyes of consumers, find out the shortcomings of brand construction and make improvements.
(6) Establishing 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 used reasonably to create core competitiveness, the century-old brand's accumulation still cannot play its role, so it is very important for the old brand to establish its own core competitiveness.
Three or four years ago, dumplings were popular in Wuhan, but most of them were closed. Chu Liuxiang Dumplings' "Not as delicious as jiaozi" became louder and louder. According to its management, "Chu Liuxiang" identified jiaozi's market in Wuhan, and devoted itself to jiaozi management. By ensuring authentic raw materials and strictly controlling the quality in technology, it ensured its unique taste and formed its own core competitiveness.
(7) Expand publicity
In fact, time-honored brands have enviable innate advantages, with old qualifications and high attention. With a little "nudge", they attract great attention from the media and the public, which can be described as four or two million dollars. Therefore, with the help of profound historical connotation, doing some articles on brand promotion will also cause consumers to flock to Wuhan. In the past few years, Cai Linji engaged in chain operation, which attracted the "carpet bombing" of local media and "made a big splash".
the publicity of time-honored brands is generally low-key, and only a few such as "Quanjude" and "Dasanyuan" have more momentum. In fact, the brand value of "a century-old shop" makes "outsiders" salivate.
(8) Scientific development of chain operation
Franchising is called 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 economies of scale. The insiders believe that restructuring and chain expansion are the way out for time-honored brands. The old brands such as Quanjude and Donglaishun have taken the form of chain, changing from pure state-owned to joint-stock operation. Among them, Quanjude has more than 6 chain stores nationwide and 96 in Donglaishun. Quanjude and Donglaishun are among the top ten chain enterprises in China. And this chain operation mode is by no means passed down by its ancestors, which is called keeping pace with the times.