"Old brand" is the heritage and memory of a city. With the development of the times, how should long-established enterprises adapt to consumption upgrades and make new breakthroughs? Weicheng District actively guides long-established enterprises to work hard to open up the market, promote the new and move forward, and many "old brands" are full of new vitality and vitality.
With the Mid-Autumn Festival approaching, Xinchang Pastry, a long-established brand in Weicheng District, is busier than ever. Every morning at 7 o'clock, the inheritor Li Xuemei leads the staff to start making various mooncakes and pastries. Xinchang pastry has a history of 120 years, the early pastries to the mouth crisp, fried sugar, moon cake, hemp yuan, due to the good quality and low price, the business is very prosperous. Li Xuemei is the third generation of inheritors, since 1992 began to systematically learn the traditional pastry making skills, at present, Li Xuemei is one of the few people in our city who can master the production technology of "fine eight pieces" and "white honey food" in Beijing.
"The pastries in our shop are all handmade, the raw materials are also carefully selected, the price is still the price of civilians, it has not increased in seven years, although this year, although affected by the epidemic, the business in the store has been very prosperous, and the Mid-Autumn Festival is also earlier than in previous years." Li Xuemei said that the "old brand" is a gold signboard is also a constraint, only the craftsmanship is not lazy, the raw materials are genuine, in order to pass on the signboard.
With the improvement of people's health concepts, new requirements have been put forward for the quality of pastries. Xinchang Pastry has added a variety of flavors of pastries in a timely manner, including salty, low-sugar, sugar-free, low-oil varieties, and at present, the product range has reached more than 20 kinds. After a hundred years of development and inheritance, the current Xinchang pastry has not been as sweet as before, healthier and more in line with people's tastes. Li Xuemei's daughter Zhu Yuanyuan graduated from Fujian Agriculture and Forestry University and is now learning the art of making pastries with her mother in the store, becoming the fourth generation of Xinchang pastry inheritors. Four generations of craftsmen, the inheritance is orderly, never interrupted, no matter when you come to taste Xinchang pastries, you can feel the strong smell of home in nostalgia.
"My mother has always told me that we must be a person first, so the pastries made by the staff in our store are simple and simple, and all the snacks in Xinchang pastry are genuine and genuine." Now that I have graduated from college, I intend to continue to pass on these old crafts, and at the same time, I will continue to innovate and introduce more flavors of bread, cakes, etc. to meet the needs of consumers. Zhu Yuanyuan said.
Since the beginning of this year, the protection of "time-honored" skills and historical brands is an important part of Weicheng District's vigorous promotion of the resumption of work and production. Weicheng District further improves the policy system for the inheritance and innovation of long-established brands, applies innovative marketing models of new formats, actively builds a cooperation and exchange platform for time-honored brands, and continuously enhances the publicity and promotion of time-honored brands. At the same time, we encourage long-established enterprises to develop new products, excavate and promote excellent traditional craft technologies, and strive to cultivate talents for the inheritance of traditional skills.
"We pay attention to collecting, sorting, protecting and inheriting the traditional skills of 'old brands', developing historical materials and physical objects, further excavating, protecting, cultivating and innovating 'time-honored brands', strengthening policy support and information guidance, carefully cultivating 'time-honored' brands, and creating a good environment for promoting the reform and innovation and development of 'old-fashioned'." At the same time, we give full play to the positive role of 'old brand' in stabilizing growth, promoting consumption and benefiting people's livelihood, focus on expanding the brand value of 'old brand', enhance the market competitiveness of 'old brand', promote the continuous development of 'old brand', and inject new vitality into the development of commercial and trade enterprises. Wang Haiyang, head of the commercial and trade service section of the Weicheng District Bureau of Commerce, introduced that at present, Weicheng District has 1 Chinese time-honored brand, 1 long-established brand in Shandong Province, and 6 time-honored brands in Weifang City.
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