"Night GO Shandong"
Zibo Nova Commercial Building "New Year Goods Street"
The Spring Festival is a traditional Chinese festival and a peak season for residents, people are busy purchasing New Year goods, and the consumer market is bustling. As an important part of China's excellent traditional culture, Shandong's time-honored brand has always adhered to the principle of innovation, excellence and integrity management, and has become a popular Internet celebrity "sought-after goods" by consumers in shopping malls, supermarkets, e-commerce platforms and other channels.
Online + offline
Heat up the holiday consumer market
As the Spring Festival approaches, the Ministry of Commerce calls on all localities to make overall plans for epidemic prevention and control and consumption promotion to effectively ensure market supply during the festival. In response to the requirements of the Ministry of Commerce, the Provincial Department of Commerce guided commercial and trade circulation enterprises to increase the organization of supply sources and open their doors normally during the Spring Festival. As a long-established brand in China in the commercial and trade industry, Liqun Group relies on its own warehousing and logistics advantages to prepare affordable fruits and vegetables, grain, oil and food and other people's livelihood commodities in advance, which can meet the shopping needs of customers during the Spring Festival and in the next 5 months. Hundreds of shopping malls, convenience stores, hotels, pharmacies, cinemas and other formats throughout the country are all open for normal business during the Spring Festival. At the same time, it has also launched online and offline synchronous marketing activities, such as offline activities with the theme of "Fuhu Welcoming Spring New Year Goods" and "Tiger Leaping New Year Red Envelopes", introducing Qingdao local specialties and time-honored products to launch the "Qingdao Good Gifts" exhibition, launching online activities such as sending red envelopes to new members of online businesses, shopping live broadcasts, etc., to meet the needs of consumers at multiple levels, while stimulating holiday consumption and creating a New Year economy.
On the one hand, Lu Weizhai, which is known as "Century-old Grilled Hoof Fragrance", launched the Tiggo Welcome Gift Box to meet people's New Year consumption needs, putting in a full range of halogen products such as pig's trotters, chicken claws, beef, etc., and at the same time prepared a series of original meat gift boxes such as traditional Ejiao pig's trotters and sending money cattle to meet people's tongue tip needs with authentic Lu flavor; on the other hand, the company extended its product line to create brine meat snacks from the table to the living room and office to expand and broaden the consumer market. In January 2022, the company's sales doubled year-on-year, setting a record for the same period of time in history.
While innovating and seeking change, the long-established brands that have been taking traditional crafts and sales channels have also actively embraced the Internet, and cooperated with e-commerce platforms to meet the new consumption era with ingenious quality. Founded in the Qing Dynasty Daoguang years, the technology originated from the Ming Dynasty Hengwangfu Qingzhou Longsheng pastry, in order to maintain the traditional characteristics of halal pastries, has been adhering to manual production, in Qingzhou supply is in short supply, is the local Spring Festival must be the New Year goods, in the south of the north of the Qingzhou people under the word of mouth publicity, brand awareness and reputation through the geographical limitations at home and abroad. In order to meet the needs of more people for Longsheng pastries, the company set up its flagship store on Tmall for the first time, and the store was warmly sought after as soon as it was launched, and the company is stepping up production to ensure product supply.
Inheritance + promotion
Unlock a different kind of traditional culture
"After the lap eight is the year, a year a year a year a reunion", every year when the lap eight arrives, there is a custom of making la eight garlic in north China. On the day of Lapa Festival, relying on the Chinese time-honored live broadcast base, with the support of the Provincial Department of Commerce, the Shandong Provincial Time-honored Enterprise Association walked into the Chinese time-honored Wangcun vinegar, and used authentic millet vinegar to lead everyone to learn to make Lapa Garlic, taste Lapa Porridge, and explore the century-old inheritance of Wangcun Vinegar Ingenuity. The relevant person in charge of the association said: The Provincial Department of Commerce implements the requirements of the Ministry of Commerce to organize the "Time-honored Carnival", plans to carry out the "Chinese Time-honored Live Carnival", relies on Chinese traditional festivals and other activities to carry out time-honored live broadcast theme carnival special events, and in 2021, a total of 1,002 live broadcasts, 92 enterprises and products participate, driving sales of 210 million yuan. The Wangcun Vinegar Live Broadcast of the Lapa Festival, together with the Shandong Time-honored Live BroadcastIng Festival, officially opened the 2022 Live Broadcast Carnival.
"Thousands of households always exchange new peaches for old charms." Tao Fu is a folk culture of the mainland and the form of the early Spring League. Located in the western foothills of Mount Taishan and the hometown of Buddha Peach, Tai'an Taomu Wang actively promotes Chinese New Year culture and launches a series of peach wood carving New Year souvenirs, such as peach wood Chinese knot, Fulu Linglong Chinese Year, New Year Peach Wood Ruyi, etc., online and offline synchronous sales. Wang Laixin, the non-hereditary inheritor of "peach wood carving folklore", said: The company's peach wood New Year products are exquisitely carved to meet the needs of New Year consumption and are widely praised. Consumers from all over the country choose peach wood ruyi, peach wood comb hairpin, tiger year pendant, peach wood brand, etc. through online online stores for gifts or self-use. Offline sales are mainly group purchase customization, buyers have enterprises and institutions in the province, business associations, etc., combined with the thick cultural connotation of Taishan and the meaning of peach wood folk culture, made into conference gifts, gifts and souvenirs. For example, the Shandong Chamber of Commerce in Guangdong specially customizes peach wood carving New Year products such as "More than enough every year", "Jinyu Mantang" and "Stable as Taishan", and sends them to the Business People of Guangdong to pray for the safety and auspiciousness of the country, while spreading the traditional culture of Qilu and telling the story of Shandong.
Tradition + innovation
Lead the quality consumption trend
As a longevity domestic brand, the long-established brand adheres to ingenuity, inherits innovation, keeps up with the trend of national tide domestic goods in the new era, carries out national tide style innovation with traditional cultural elements, is recognized by young consumer groups, and enters modern life.
Eating chicken is eating "ji", And Texas grilled chicken has always been a Chinese New Year's Eve dish representing the auspicious culture of the Spring Festival. Texas Grilled Chicken caters to the traditional New Year's festival culture and introduces different New Year's custom gifts every year. Such as the 2021 "Golden Bull Sends Luck" theme gift box. This year is the Year of the Tiger, the company continues to launch the "Tiger Leaping Dragon Teng" "Fenghua Jinshi" and other court royal meal series low-temperature fresh gift boxes: Tiger Leaping Dragon Teng Gift Box introduces Kangxi Flying Tiger Flag, Dragon Robe and other shapes, with elegant tones, simple and atmospheric design to highlight the royal style, to meet the needs of Chinese New Year's Eve a sumptuous meal; Fenghua Jinshi Gift Box combined with court embroidery phoenix pattern pattern, with a classical and elegant style to highlight the sense of national tide culture, to meet the needs of young people's small families. The two gift boxes also contain the brand's good wishes for the new year: pray for the motherland to leap and leap and phoenix.
Founded in 1901, "Furenlou Jinpu" is the only jewelry enterprise in Shandong's time-honored brand, the company adheres to the business philosophy of "rather lose thousands of gold, live up to the customer's heart" rooted in Binzhou, and has become the preferred brand for local residents' gold jewelry consumption. In recent years, Furenlou has catered to the personalized pursuit of young people and launched the National Tide And National Style Jewelry Series, inheriting ancient craftsmanship and leading the fashion trend of gold jewelry. Spring Festival has always been the peak season for the consumption of gold jewelry, Fu Ren Lou strength pet powder, prepared the New Year preferential package and the Year of the Tiger red envelope, launched the Year of the Tiger New Year gold bar, zodiac pendant, etc., set off a small climax in sales, sales increased by 32% year-on-year.
Seaside food is the representative brand of seafood specialty food in island city, the company followed up the New Year Festival activities, its "seaside gold" organic sea cucumber series products to meet the differentiated consumer needs of modern society innovative launch of the "seaside swallow" series of bird's nest products, has been warmly praised by people who love beauty. The company caters to the national tide and national style to launch the "milk fish glue" and "coconut milk fish glue" and other health gifts, and sells the New Year goods festival.
Platform + Promotion
Pull brand upgrades to speed up
In recent years, national tide domestic products have reshaped consumer cognition with high quality and excellent prices, becoming an important part of meeting the diversified quality shopping needs of consumers, and playing a positive role in stimulating domestic demand and boosting the national economy.
Recently, the Department of Commerce of Shandong Province took the consumption of New Year goods as an opportunity to promote a series of activities, multi-channel and multi-platform publicity and promotion of time-honored New Year products, to create a "New Year goods economy", to promote consumption in 2022 at the same time, to promote the supply-side reform of products and services, forcing enterprises to pay more attention to brand and quality construction at the same time, leading consumption upgrading, driving Shandong's social consumption and economic growth.
In addition, under the guidance of the Provincial Department of Commerce, the Provincial Long-established Brands Association and the Life Channel of Shandong Radio and Television Station have joined hands to jointly promote the promotion of consumption of "Time-honored New Year's Flavor" New Year goods, and have successively broadcast many programs such as "Childhood Memory Q Bomb Brushed Sorghum Dumplings", "Soft Glutinous Low-fat 'Lu Wei' Pickpockets", "Li Bai Endorsement Millennium Lanling Wine Fragrance" and so on. Shandong long-established wild wind crisp participated in the "old-fashioned New Year's flavor" publicity activities, the company's Shandong pancakes, sorghum, hawthorn products and other traditional New Year products sold well, orders continue, some products even just off the production line, immediately packaged and shipped. According to incomplete statistics, sales increased by more than 15% in the same period. Liu Junqiang, general manager of the company, said: In recent years, Wild Wind Crisp has continued to follow up the Shandong brand Zhonghua Tour, China Time-honored (Shandong) Expo, Expo cultural exchanges and other activities organized by the Provincial Department of Commerce, and has gone south to the north to promote Shandong specialties and achieved good promotion results. Before the Spring Festival this year, buyers in Guangzhou, Shenzhen, Fuzhou and other southern cities came to negotiate and order the company's sorghum and hawthorn products, and the company's Shandong pancake products were also exported to South Korea for the first time, achieving a good start in sales in 2022.
Launched in 2017, the Shandong brand Zhonghua Tour takes "Sincerity Shandong Quality Life" as the theme, selects large and medium-sized cities with strong radiation and their mature exhibitions, and adopts the "Meeting in the Meeting" model to help Shandong brands and their ingenious products go out to tell the story of Shandong and carry forward the culture of Qilu. By the end of 2021, a total of 2959 enterprises participated in the Shandong Brand Zhonghua Tour through 22 provinces, autonomous regions and municipalities, held 59 stations of activities, reached on-site sales of more than 132 million yuan, and achieved an intended order volume of 3.15 billion yuan, which effectively promoted Shandong time-honored brands and other provincial enterprises to go out to expand the market and expand their brands. The relevant person in charge of the Department of Commerce of Shandong Province said: In recent years, the Provincial Department of Commerce has implemented a series of effective work measures to promote the reform and innovation of time-honored brands, which not only promote consumption, steady growth, and benefit people's livelihood, but also continuously enhance the influence of the "Shandong time-honored brands" public brands. In 2022, the Department of Commerce will continue to carry out work related to the transformation and upgrading of long-established brands, build a long-term mechanism for the protection, inheritance and innovation of long-established brands, and support enterprises to accelerate their adaptation to new consumption patterns, improve the quality of goods and service levels, and enhance brand value.