Jingyang Building
Lanzhou Photo Studio
Natura Garden
Lanzhou Hotel
New Gansu Gansu Economic Daily reporter Ma Rujuan
Talking about the old brand, everyone will have several brands in their minds, and those corporate brands that carry the memories of generations have not only long been integrated into the lives of citizens, but also become a symbol of commercial quality and craftsman spirit, which has set a clear example for the development of all walks of life in the city, and further enriched the cultural connotation of the city.
However, in today's fierce market competition and consumption upgrading, how to polish the golden signboard, inject new vitality and vitality into the development of the old brand, dig out more brand value from it, and find the driving force and capital for the long-term development of the enterprise is worth thinking about and discussing.
"Old brand", the business card of the city
Most of the days in Lanzhou start with a bowl of beef noodles.
In Lanzhou in the early morning, there is a faint aroma of beef noodles floating in the air, and this familiar taste is enough to satisfy every Lanzhou person. Even in the hot summer, the people eating in Lanzhou beef noodle restaurants are still endless. To say that the most famous beef noodle shop in Lanzhou is Lanzhou Mazilu beef noodles, three generations of inheritance, a century-old shop, with the honorary title of "Chinese time-honored brand". For decades, Jincheng diners have witnessed the development of this old store, and this old store has also silently witnessed the city's great changes and economic take-off.
Lanzhou beef noodles were founded by Ma Baozi and are known for their "clear soup" methods, and his great-grandfather Mufford created the "thick soup" method. In 1938, Ma Fude died, and his only son, Ma Zilu, took over the operation of "Fuyuanju". Later, in 1954, a shop was rented in front of the City God Temple, and the "Mazilu Beef Noodles" sign was officially hung. In 2011, "Ma Zilu" was selected as "China Time-honored Brand".
When a family of pastry houses with the business of making and selling Western-style pastries blossomed everywhere in Lanzhou, the long-established "Tianshengyuan" located on Gannan Road still adheres to and carries forward the traditional craftsmanship and maintains the characteristics of making and selling Chinese pastries. The "Tianshengyuan" enterprise gate is a typical Chinese architectural style, with cornices and angles, carved beams and paintings, which are particularly eye-catching against the background of various commercial shops lined up around.
In the memory of many old Lanzhou people, "Tianshengyuan" is not only a local food brand, but also a sweet memory hidden in the years. Crystal cakes, three knives of honey, lily snacks, vegetable series crackers...
Jin Xiangxue, chairman and general manager of Lanzhou Tianshengyuan Food Industry Co., Ltd., said: "The various Soviet-style snacks and mooncakes produced by Tianshengyuan are carefully blended according to the characteristics of southern pastries, and the production is fine, the price is not expensive, the taste is mellow and long, and it is favored by ordinary people. ”
In 2006, Lanzhou Tianshengyuan Food Industry Co., Ltd. was awarded the "Chinese Time-honored Brand" by the Ministry of Commerce, Tianshengyuan is the only local time-honored food industry enterprise in the province that produces, processes and sells various traditional dim sum, moon cakes and other Chinese-style pastries, and is gradually evolved, inherited and developed by the Tianshengyuan Sauce Garden founded in 1937, which has a history of 84 years.
Lanzhou Photo Studio, a well-known long-established photography enterprise in the northwest and famous in Jincheng, was gradually developed and evolved by Mr. Xu Zhaoming, a Shanghainese, from the private photo studio in Shanghai Qianlan in 1954. In 1995, Lanzhou Photo Studio was rated as "95 China's Top Ten Outstanding Photo Studios" and "95 China's Top 100 Star Photo Studios" by China Photographers Association; in 1996, it was rated as "Best Benefit Enterprise in Business and Trade" by Lanzhou Municipal People's Government; in 1998, it was rated as "98 First Quality Service Recommended Photo Studio" by Gansu Consumers Association. In 2020, Lanzhou Photo Studio was awarded one of the first batch of 10 "Jincheng Time-honored Brands" plaque by Lanzhou Municipal Bureau of Commerce, and is the only photography enterprise unit in Lanzhou. Lanzhou Photo Studio is an old brand that has accompanied the old Lanzhou people through most of their lives, carrying the light and shadow years of a generation of Lanzhou people in that era.
The reporter learned that at present, there are 5 Chinese time-honored enterprises and 28 Jincheng time-honored enterprises in Lanzhou. In 2006, the Ministry of Commerce launched the "Revitalization of Time-honored Brands Project" and re-qualified the "Chinese Time-honored Brands", in 2006, Three enterprises in Lanzhou, including Foci, Tianshengyuan and Jingyang Lou, were selected as the first batch of "Chinese Time-honored" enterprises, and in 2011, YuebinLou and Ma Zilu were selected as the second batch of "Chinese Time-honored Brands". In 2019, Lanzhou launched the "Jincheng Time-honored Brand" review and identification work, and finally determined that there were 28 qualified enterprises, involving 5 industries in the field of commercial and trade services. Among them: 11 accommodation industry, 13 catering industry, 2 hair and beauty industry, 1 photography industry, 1 washing and dyeing industry.
"Old brand" keeps up with "new market"
In 1902, Yangzhou Imperial Chef Wang Yufa opened the "Jingyang Building" in Duozi Street, west of Yuanmen Bridge; in 1958, in response to the call to support the Great Northwest, the "Jingyang Lou" moved from Yangzhou to Lanzhou; in 1998, the "Jingyang Lou" was awarded the honorary title of "China Time-honored Brand" by the Ministry of Domestic Trade of China; in August 2005, due to the needs of the Jiuquan Road Expansion Project, the "Jingyang Lou" was moved; in November 2005, the "Jingyang Lou" found its foothold again on Wudu Road; in June 2006, the "Jingyang Lou" was newly made up. The total business area is more than 3,000 square meters.
Since its establishment in 1902, The Famous Restaurant Jingyang Lou of Huaiyang has gone through 119 years of Spring and Autumn, and the honor and disgrace of this have long been accumulated for history. The majestic cornices and angled gate towers and the exquisite and elegant decoration style of the interior all permeate the Jiangnan charm of its birthplace - Yangzhou. While inheriting the fine and elegant and euphemistic style of Huaiyang cuisine, its dishes are compatible with the rugged and majestic, simple and natural characteristics of Long cuisine.
Jingyang Lou has experienced the inheritance of four generations, the fourth generation of people in October 2020 completed the sixth transformation in the history of Jingyang Lou, the cuisine system is more prominent in the characteristics of Huaiyang cuisine, dish innovation is based on high-quality ingredients in the northwest, the use of Huaiyang cuisine cooking process, so that the overall style of the cuisine is more vibrant, while drawing on the current innovative dish production and presentation process, not only by the elderly customers, but also by the young customer base love, changed the customer's inherent cognition of the time-honored restaurant.
Last year, the sudden outbreak of the new crown epidemic caused the catering industry to suffer heavy blows, when many catering enterprises suffered heavy losses due to the sudden cancellation of a large number of Chinese New Year's Eve meals after being stocked, Jingyang Lou turned "crisis" into "opportunity" and minimized losses. During the epidemic prevention and control period, when community consumption is rapidly rising, Jingyang Lou launched an online ordering and delivery business, deeply cultivating the community market, and finally the brand influence was significantly improved.
"The long-established brand has the advantage of the brand, and has a unique advantage in making it stronger and stronger, developing and growing. It has immeasurable brand value, economic value and cultural value, and they carry excellent Chinese national culture. Let go of the obsession with the past, turn your attention from the glorious history of the past to the consumer market, the old brand to revive, to develop, as long as it captures the consumer psychology, it is far easier than a new brand. Qu Tongxu, general manager of Lanzhou Jingyanglou Catering Co., Ltd., said frankly that the old brand can still be operated after years of tempering, indicating the reliability of its quality and trustworthiness; but now sometimes in people's hearts, the old brand means outdated and old soil. How to get out of the historical halo and take the initiative to accept the challenges of the modern market is the first step in seeking a new long-established brand.
The old brand must play a combination of punches, consolidate old customers, attract new customers, in order to have more vitality in the fierce market competition.
Jin Xiangxue, chairman and general manager of Lanzhou Tianshengyuan Food Industry Co., Ltd., said: "Tianshengyuan is no longer a 'patent' for the elderly. "In recent years, Tianshengyuan has developed a series of products such as soft crisp and snow lotus crisp, because its puff pastry is golden in color, crisp and thin as paper, melting in the mouth, and its core beans are fragrant, delicate and soft, and it has won a large number of consumers as soon as it is listed. For the Mid-Autumn Festival, Spring Festival and other traditional seasonal markets, Tianshengyuan vigorously excavated and sorted out the formulas and processes of traditional products, selected and purchased various high-quality raw materials to mix and pickle, through strict production and inspection, so that some lost or out-of-sample products restored their former taste and glory, Tianshengyuan has launched traditional products including Baiguo Mooncake, Seed MoonCake, Bean Paste Mooncake, Wuren Mooncake, Rose Mooncake, Rose Snacks and other more than ten products, which have been welcomed and praised by consumers.
All along, Jin Xiangxue wants to make the old brand of Tianshengyuan bigger and stronger, tried a series of reforms, products are innovative, everyone knows that Tianshengyuan is making Chinese pastries, and the launch of birthday cakes requires a process of understanding. On December 4, 2020, Tianshengyuan officially launched birthday cakes, and the first week (December 4-11) implemented the buy-one-get-one-free promotion, and 792 cakes were booked in one week. Up to now, the sales of new varieties such as Pastry, Bread and Birthday Cake in Tianshengyuan have accounted for 30% of all sales. More importantly, because of the increase in variety, it has attracted many young people.
After the "combination of Chinese and Western", the number of varieties sold in the Tianshengyuan store reached 120, becoming the most complete pastry enterprise in Lanzhou. At the same time, actively explore online sales, through the "double line force" and "Chinese and Western integration", Tianshengyuan, the "Chinese time-honored brand", has been rejuvenated.
The relevant person in charge of the Lanzhou Municipal Bureau of Commerce said that in order to meet the needs of the development of the market economy, in recent years, Foci, Tianshengyuan and other long-established enterprises in Lanzhou have actively introduced modern enterprise management concepts and management models through brand innovation, technological innovation, marketing innovation and management innovation, enhanced the motivation and vitality of enterprise development, and enhanced the core competitiveness of enterprises with the help of the cultural heritage of long-established brands, and the market awareness and brand influence have been further enhanced.
Take multiple measures at the same time to polish the old signboard
"Insufficient innovation ability is the key to the development difficulties faced by long-established enterprises." The relevant person in charge of the Lanzhou Municipal Bureau of Commerce said bluntly that the main performance is that the brand innovation awareness of long-established enterprises needs to be strengthened, the technological innovation of long-established enterprises needs to be further increased, the marketing innovation ability of long-established enterprises needs to be improved, and the management mode of long-established enterprises needs to be further innovated.
This year, our province will promote the inheritance and protection of time-honored brands, carry forward the brand culture of time-honored enterprises, innovate the training methods of skill inheritance, establish a time-honored intangible cultural heritage and intellectual property protection mechanism, encourage and guide time-honored enterprises to actively declare representative projects and representative inheritors of intangible cultural heritage, enhance quality, brand and marketing awareness, improve after-sales service, and make the concept of excellence and service first run through the entire process of enterprise operation.
Since being transferred to Tianshengyuan in 1983, Jin Xiangxue and Tianshengyuan have been related for 38 years. In the past 40 years, every time Tianshengyuan has evolved, inherited and developed, he has been both a participant and a witness. Facing the future, he is full of confidence and hopes to continuously launch new products, attract more consumers, revitalize the old brand, and pass on the "Tianshengyuan" brand from generation to generation.
In recent years, in order to promote the transformation and upgrading of long-established brands, Lanzhou has guided brand enterprises to improve and enhance the operation and management level of existing chain stores, increased brand market share through standardized chain operations, achieved large-scale and intensive development, and formed a brand effect. Encourage long-established enterprises to expand their stores in Lanwai, enhance brand influence, promote the innovation of time-honored products, encourage long-established enterprises to cooperate with tourism institutions, and guide time-honored enterprises to integrate more modern elements through research and development of new products, optimization of processes, improvement of product pre-packaging, etc., on the basis of ensuring product quality and traditional culture, to adapt to the needs of fashion consumer groups, and launch characteristic landmark time-honored tourism products. Promote exchanges and cooperation with outstanding industries inside and outside the province, and take the lead in guiding exchanges, business discussions, cooperation and training between time-honored industries inside and outside the province to enhance the development level of the time-honored industry, accelerate the pace of development, and support enterprises with outstanding annual brand promotion.
At the same time, promote the integration and development of long-established online and offline development, support the innovation of long-established business models, give full play to the characteristic advantages of long-established high-quality goods and high-quality services, implement the long-established + Internet project, guide long-established enterprises to adapt to the needs of e-commerce development, develop network sales products, develop network sales, cooperate with large-scale e-commerce platform enterprises, open a long-established online zone, and create a long-established online flagship; or upgrade the existing public service platform, open a long-established publicity and promotion area, and continuously improve the brand's external influence. Strengthen offline physical store services for long-established products, encourage long-established enterprises to develop online booking, online booking (delivery) and door-to-door services, interact with consumers in real time through online channels, provide consumers with personalized and customized products and services, encourage long-established enterprises to develop emerging business models such as new retail, innovate consumption scenarios, promote the integration of online and offline development of long-established brands, and give policy support to enterprises that have achieved obvious economic benefits.
In addition, we will encourage time-honored brands to go out for development, encourage time-honored brands to participate in overseas economic and trade exchange activities and exhibitions, and vigorously expand overseas markets. Provide publicity and promotion, demand docking, project investment, investment cooperation and labor export services for the long-established going out and international development. Support the strength of the long-established brands to actively participate in overseas resource development cooperation, layout marketing outlets, enhance the marketing of the long-established brands outside the province and the international market, and enhance the brand effect of the long-established brands.
Time-honored brands are not only commodities, but also culture. In the complex market competition, the old brand should consolidate the foundation, keep the right and create a new era of cultural products.