Although there are many old brands in Shanghai, their value is low. In the "Top 5 Most Valuable Brands in China" published by the World Brand Lab in 213, only 35 brands were listed in Shanghai, which tied for fifth place with Fujian, including 12 old brands. The average value of selected brands in Shanghai was lower than the national average. At the same time, it is an indisputable fact that some once brilliant Shanghai old brands have declined. According to a research report, only 2% of Shanghai's old brands still maintain good business performance, while the remaining 5% have declined, and 3% have long since ceased to exist.
It's no wonder that in this brand development forum, Professor Shih wei Pan of Shanghai Academy of Social Sciences pointed out in his keynote speech that Shanghai's city brand is very famous internationally, but its product brand is not strong enough. Shanghai should further strengthen brand building and make it go to the international market. Indeed, Shanghai used to be a gathering place of old brands in China. In the 195s and 196s, Shanghai brands accounted for 7% of the total number of brands in China, and the products represented the top quality level in China, and well-known old brands such as Phoenix, permanent bicycles, pull-back sneakers, Shanghai brand watches and red light radios emerged. But now, many products have become memories.
in fact, to make a brand stronger and bigger, besides quality assurance and powerful marketing, it is very important to innovate. The biggest reason for the disappearance of old brands lies in the face that remains unchanged all the year round. Without innovation, there is no vitality. Last month, Zhengguang and salt soda, which have not changed their taste for 58 years, announced that they would launch coffee and chrysanthemum flavors this year; Guangming brand cold drink introduced high-end ice cream, and also added new formulas such as purple potato and coconut. These, at least, can give consumers some freshness, and they are also a useful attempt of innovation.
at the same time, the sales channel should not be the same old face. Nowadays, with the prevalence of e-commerce network marketing, if only customers such as physical stores come to the door and hold the old concept that "the fragrance of wine is not afraid of the depth of the alley", then some old brands may really not wait for the next spring.