On October 18, Hurun Research Institute released the "2021 Hurun China's Most Historical and Cultural Brand List", and 100 Chinese mainland the most successful brands over 60 years old were listed. The list shows that among the 10 oldest brands on the list, Yiyuanqing is more than 600 years old, Liubiju, Cheap Fang and Chen Liji are all more than 400 years old; Zhang Xiaoquan, Dinglu, Ye Kaitai, Jiuzhitang, etc. are also close to 400 years old. Among the 10 oldest brands, there are 4 Chinese medicine brands, 2 condiments, and 1 food, catering hotel, rice wine and living hardware.
According to the list, the top ten brands with the highest value are Guizhou Moutai, Wuliangye, Zhonghua, Bank of China, Haitian, Huangshan, Fenjiu, Bank of Communications, Chinese Insurance and Yunnan Baiyao.
Represents the brand
Tongrentang The Tongrentang brand was founded in 1669 (the eighth year of the Qing Kangxi Dynasty). Since 1723 (the first year of Qing Yongzheng), he has provided imperial medicine to the Qing Palace for nearly 200 years. The Group has three national intangible cultural heritage projects of Tongrentang traditional Chinese medicine culture, traditional Chinese medicinal materials processing technology, Angong Niuhuang pill making technology and a number of municipal and district level "intangible cultural heritage" projects, including 37 representative inheritors of intangible cultural heritage at the national, municipal and district levels, 41 Tongrentang traditional Chinese medicine masters, 8 Chinese medicine masters, and 20 stunt inheritors.
The predecessor of Guizhou Moutai can be traced back to the three burning houses of Chengyi Burning House, Ronghe Burning House and Hengxing Burning House, which were founded in 1862, 1879 and 1929 respectively. In 1951, the three major burning houses were nationalized, and the Renhuai Moutai Distillery of the Guizhou Provincial Monopoly Administration Bureau was established (the name of the list of brands was calculated from 1951), and in 1953 it was renamed Guizhou Moutai Distillery. Moutai wine enjoys the reputation of "diplomatic wine, celebration wine, friendship wine", and in 1975, a leader announced at a national conference: "Guizhou Moutai wine is the national wine. Guizhou Moutai thus gained the reputation of "national wine".
Bank of China The predecessor of bank of China, the first national bank of China, Hubu Bank, was established in Beijing in 1905. In 1908, hubu bank was changed to the Great Qing Bank, exercising the functions of a central bank. In 1912, the Bank of China celebrated its establishment and commenced operations at the former site of Daqing Bank, No. 3 Hankou Road, Shanghai (the names of the brands on this list have been counted since 1912). The establishment of the Bank of China was approved by Dr. Sun Yat-sen and in the following historical period it successively exercised the functions of a central bank, an international exchange bank and a professional bank for international trade.
Wuliangye Wuliangye has been passed down for more than a thousand years, from the heavy bijiu of the Tang Dynasty, to the Yao Zi Xuequ of the Song Dynasty, the miscellaneous grain wine of the early Ming Dynasty, and then to the official name of Wuliangye in 1909 because of the "collection of the essence of the five grains to make jade liquid", and its oldest Ming Dynasty ancient cellar pond has been continuously produced since 1368 to the present, which has reached more than 650 years. In 2008, the traditional brewing techniques of Wuliangye liquor were listed as a national intangible cultural heritage.
Fenjiu In 1919, Jinyu Fenjiu, one of the first batch of joint-stock brewing enterprises with the characteristics of modern enterprises in China, was established, fenjiu is the originator of fragrant liquor, and the Same Root and Origin of Chinese Civilization, Yellow River Civilization and Jinshang Culture. Fenjiu brewing technology is one of the first batch of national intangible cultural heritage, and has been included in the preliminary list of world cultural heritage.
Huangshan Huangshan brand, as one of the key backbone brands of Chinese tobacco, since its inception in 1958, has created the glory of "stone breaking the sky and shocking the Huangshan tide", and slogans such as "one product of Huangshan, the sky is high and cloudy", "one mountain and one world" have resounded all over the country. After more than 60 years of development, Huangshan brand is actively adapting to consumption upgrades, reshaping brand value, creating product brand power, forging core competitiveness, and ushering in a new era of leapfrog development with the new image of "sweet and moist emblem smoke".
Tsingtao Beer was formerly known as Tsingtao Beer Co., Ltd., a German beer company founded in Qingdao in 1903 as a joint venture between German and British businessmen. Now Tsingtao Beer is exported to more than 100 countries and regions in the world, and is the fifth largest beer manufacturer in the world.
Yiyuanqing According to the Taiyuan Municipal Bureau of Cultural Relics, Yiyuanqing was founded in 1377, originally the royal workshop of Zhu Jihuan, the grandson of Ming Taizu Zhu Yuanzhang, the king of Ninghua, because it is located in Taiyuan Ninghua Fu Lane, also known as "Ninghua Fu". Yiyuanqing was recognized as a time-honored brand in China by the Ministry of Commerce in 2006 and a well-known trademark in China in 2012.
Founded in 1600 AD (during the Ming Dynasty's Wanli Dynasty), Chen Liji is a representative of southern medicine that has historically stood on the three legs of TongrenTang in Beijing and Huqingyutang in Hangzhou. Chen Liji pioneered the packaging process of wax shell pills, and its famous brand products such as "Chasing the Wind Suhe Pill", "Black Chicken White Phoenix Pill", "Strong Waist And Healthy Kidney Pill", "Spleen and Intestine Pill" and so on are well-known in the country.
【This article was published by "PwC Strategy", October 19, 2021】