Behind the "old" and "new" is persistence and inheritance

Qinghai Daily Rong media reporter Tan Mei Pan Ling

"Qinghai time-honored brand" is new again!

On the last day of 2021, Xining Tianfeng Yinlou Gold and Silver Jewelry Co., Ltd., Qinghai Hotel Co., Ltd., Qinghai Dimal Tibetan Medicine Pharmaceutical Co., Ltd., Qinghai Tiantuo Brewing Industry Co., Ltd., and Qinghai Hongqing Barley Distillery were identified as the fourth batch of "Qinghai Time-honored Brands" in Qinghai Province. So far, the number of "Qinghai time-honored brand" family members has expanded to 33. In addition, there is also 1 Qinghai Mutual Aid Barley Wine Co., Ltd. in our province that has been identified as "China's time-honored brand".

The long-established store has been upgraded. Qinghai Daily Rong media reporter Tan Mei photographed

The so-called long-established brand refers to a brand with a long history, products, skills or services that have been passed down from generation to generation, with a distinct national traditional cultural background and profound cultural heritage, and have been widely recognized by the society and formed a good reputation.

Based on the "old", we seek "new" development. Since 2015, the biennial "Qinghai Time-honored Brand" identification work has been in full swing. After becoming an old brand, it does not mean that it can "lie and win", but it is given greater responsibility, and it is more necessary to move forward firmly on the road of brand development of adherence and protection, inheritance and innovation.

New brands, each with its own characteristics

As a gold and silver jewelry retail brand originating locally, developing locally and carrying forward locally, Xining Tianfeng Yinlou Gold and Silver Jewelry Co., Ltd. has developed from a small workshop into a private enterprise, and the brand has always been inherited.

The winemaker is steaming the raw ingredients in the barley wine brewing workshop. Qinghai Daily Rong media reporter Tan Mei photographed

When it comes to how to achieve innovative development of the long-established brand, The experience of Tianfeng Silver Building: the first thing is to "dare to change". However, it is not easy to take this step. With a novel design style and unique products, they have transformed the stereotype of young people on old silver jewelry and gained a large number of fans.

"On the basis of experiencing and integrating traditional culture, we must combine the aesthetic needs and consumption concepts of modern people to produce more visual impact works, which is also the direction of the sustainable development of our products." Tian Xin, general manager of Xining Tianfeng Yinlou Gold and Silver Jewelry Co., Ltd., is a "post-90s" young man, as the third generation of yinlou inheritors, after taking over Tianfeng Yinlou, he has carried out a series of innovations. Originally silver jewelry using the most original silver-making technology, patterns, patterns and colors are relatively single, in his and the team's careful design, quite local characteristics of the silver jewelry series "reborn", Jingchun series of burnt green enamel rings, Jingchun series of Tibetan antelope shape necklace, Qinghai Lake enamel series and other characteristic jewelry turned into a popular single product for young people, the shape also highlights the personalization.

Qinghai's time-honored brand at night. Qinghai Daily Rong media reporter Tan Mei photographed

"As a long-established enterprise in Qinghai, in addition to the consistent values of authenticity and innocence, skill inheritance and innovative development are equally important. We want to permeate craftsmanship into contemporary life, modern aesthetics, and we believe that products made by hand are more attractive than those produced with machines. Tian Xin said that the silver-making skills passed down from generation to generation are now very rare in the market.

Tibetan medicine is a unique national medicine system formed through long-term practice. Qinghai Dimal Tibetan Medicine Pharmaceutical Co., Ltd. has been committed to the scientific research, production and sales of ethnic medicine and Tibetan medicine for more than 40 years, and is the only modern Tibetan medicine pharmaceutical enterprise in Qinghai Province that has all its products in the traditional dosage form of Tibetan medicine and all of which is produced by the traditional process of Tibetan medicine. Dimar Tibetan Medicine relies on the cooperation of famous universities and scientific research units in China to develop new products, and cooperates with the Sichuan Academy of Traditional Chinese Medicine to develop the "Wenjing Soup" and "Small Survival Soup" in the National Classic Formula Project, which has entered the product trial production stage; and cooperates with Beijing University of Traditional Chinese Medicine to transform and study the two traditional dosage forms "Kidney Tonic Pill" and "BasangMu Butter Pill".

Series of silver jewelry.

"Our company has seven categories of eighteen varieties of Tibetan medicine with quasi-brand names of chinese medicines, and this time there are three products that have been identified as 'Qinghai time-honored brand', namely 'Dayue Crystal Pill', 'Basangmu Ghee Pill' and 'Five-Flavor Manna Medicinal Bath Tangshan', of which 'Five-Flavor Manna Medicinal Bath Tangshan' is a national intangible cultural heritage." Inheritance without mud, innovation without departing from the ancestors. Sonam Gou Zhi, manager of the production department of Qinghai Dimar Tibetan Medicine Pharmaceutical Co., Ltd., introduced that Dimar Tibetan medicine is produced by the traditional process of Tibetan medicine, of which the processing technology of Tibetan medicine requires many years of production experience, and it took nearly two years for a Tibetan medicine to prepare raw materials to be made.

Barley whisky stored in oak barrels. Qinghai Daily Rong media reporter Tan Mei photographed

Innovation and change, constant change and new

With the change of consumers and the rise of new retail, the old brand of "wine is also afraid of deep alleys" is also actively embracing new consumption, cross-border integration in thought and action, and with the transformation of the current consumption model.

Affected by the new crown pneumonia epidemic, the traditional sales model of long-established enterprises has been impacted, and it is necessary to actively expand online channels. As the first and so far the only "Chinese time-honored brand" enterprise in our province, Qinghai Mutual Aid Tianyou De Qingbari Wine Co., Ltd. has also begun to lay out online channels such as short videos and live broadcasts after long-term exploration. Lu Shuilong, general manager of the company, said, "In the next five years, we will continue to explore and innovate the development model of e-commerce and live broadcasting business, actively promote marketing transformation, and form an operating model with the characteristics of Tianyou Deqing barley wine." "The reporter also learned that Tianyoude has now entered the initial stage of international layout, from a single liquor business to the integration of wine, whiskey, Qiangjiu and other multi-business forms, embarking on the road of innovation and change in enterprise quality upgrading, management optimization, marketing transformation and social responsibility practice." With the deepening of marketing transformation, later production, technology and functions will cooperate with the transformation and fully empower the high-quality development of enterprises. ”

The traditional brewing process of Qinghai Barley Wine has been selected into the list of China's national intangible cultural heritage. Qinghai Daily Rong media reporter Tan Mei photographed

"In terms of sales channel innovation, we focus on the concept of long-established chain stores, launch Tmall flagship stores, Jingdong self-operated stores and offline 'new retail +' physical stores, and innovate new models for the development of long-established brands." Ma Chengyun, head of the Xining MaZhong Restaurant, told reporters. In addition, Ma Zhong Restaurant will continue to make time-honored products enter thousands of households through pre-packaging.

For how to be closer to consumers, Ma Chengyun also considers how to be closer to consumers, and now, long-established brands with a long history have begun the road of innovative cooperation and development. "Previously, I paid attention to the fact that Suzhou DaoxiangCun combines traditional Chinese pastries with many emerging elements, such as drinks and online games that young people like, and appears in front of young people with the image of trendy, fun, and fashion, which makes people shine." I think we can learn from this trendy model and 'live' our old brand. ”

Cross-border integration has also given long-established enterprises a new direction. In the exhibition cabinet in the hall of Tianfeng Yinlou Gold and Silver Jewelry Co., Ltd., the reporter saw the brooch of the 2019 FIRST Film Festival and the brooch and bracelet jewelry of the 2020 FIRST Film Festival. According to Tian Xin, "The organizing committee of the 2019 FIRST Youth Film Festival found Tianfeng Yinlou and proposed that Tianfeng Yinlou products be used as the official souvenir of the FIRST Youth Film Festival, and has been cooperating, and many first-line film and television stars wear Tianfeng Yinlou custom products when participating in the FIRST Youth Film Festival." ”

The traditional silver jewelry through the deep integration with the life scene, after changing the shape, but also to make up for the problem of low-frequency consumption of silver jewelry. "Last year, our series of rings and necklaces such as Qinghai Lake, Xining Downtown, and Chaka Salt Lake were officially launched, and the characteristic elements and creativity of the plateau received good results."

Excavate and cultivate, prosper and develop

Qinghai Mutual Aid Tianyou De Qingbari Wine Co., Ltd., after 70 years of development, not only accelerates cross-border innovation, but also continuously expands in products.

The reporter noted that the entire development context combed by Tianyoude includes more than 4200 years of winemaking history, more than 4000 years of barley wine history, more than 700 years of distilled wine history, more than 600 years of brand history, more than 400 years of Daqu liquor history... In terms of inheriting history, it can be found that the development of barley wine has always been inseparable from the ingenuity and quality of generations of winemakers.

Innovation is also a kind of inheritance. Tianyou De Qingbari liquor has become an independent aroma type in Chinese liquor, that is, "Qingbari aromatic liquor", which is a great breakthrough in the industry standard since the development of Qinghai Barley Liquor. At the same time, the company has created a "heavenly brewing" process on the basis of the "steaming and firing four times" process that has been inherited for hundreds of years. "Different from the tradition of 'summer not brewing' in Chinese mainland, the climate of 'Tuxiang' is cold and cool, and 'Tianjiu' realizes spring, summer, autumn and winter brewing, which provides a rich base wine for the design of the wine body." Tianyou De Qingbari Wine Technology Chief Engineer La Luzhong introduced.

In order to make barley wine go to a broader market, the company will also store the original wine through a series of processes such as pottery altars, wine seas, oak barrels, etc., to brew barley whisky and improve quality. They also use the by-product of winemaking, barley lees, successively develop and produce barley hand cream, barley mask, etc., and at the same time, through the regeneration and nutrient cultivation of lees, improve the economic benefits of farmers, so that the recycling of barley and the deep excavation of resources.

"The excavation and cultivation, inheritance and development of time-honored brands are the propositions of the times. Innovative development and win-win cooperation have become the only way to crack the bottleneck of the development of long-established brands. "The relevant person in charge of the Market Circulation Department of the Department of Commerce of Qinghai Province said that the innovation and development of the old brand, giving full play to its cultural connotation and giving it modern concepts, and more and better integration into production and life have a very important role in promoting the progress of human civilization." Distributed in all walks of life, long-established brands, rooted in people's daily lives, and closely related to the people. How to let the people eat new tastes and feel new experiences needs to be seriously studied. In short, innovation and development is the fundamental way to prosper the old brand and continue to revitalize the vitality of the old brand. ”

In order to promote the protection and innovative development of the inheritance of time-honored brands, the Provincial Department of Commerce, together with relevant departments, has formulated a series of measures to promote the innovative development of "Qinghai Time-honored Brands", established the "Qinghai Time-honored Brands" Expert Committee, and identified a number of "Qinghai Time-honored" enterprises with unique products, skills or services that have been passed down from generation to generation for more than 30 years. While excavating and protecting the outstanding national brands in Qinghai Province, we will encourage and guide the long-established brands with independent intellectual property rights and inheriting the traditional national culture and skills to accelerate the development of enterprises, innovate marketing models, and open "Qinghai time-honored" flagship stores on e-commerce platforms such as Jingdong and Tmall, promote online and offline integration, strengthen the quality supervision of "time-honored" brands, and further enhance the market's recognition of "Qinghai time-honored brands".

【Interview Notes】Innovation + close to the people, breaking the dilemma of the development of long-established brands

Tan Mei

Speaking of time-honored brands, its brand is recognized as a quality mark. Time-honored brands are all over all aspects of life such as food, clothing, culture, entertainment, medicine, etc., with deep historical heritage, high quality and good reputation... There are many advantages that make people love the old brand. However, after decades or even centuries of competition, in the tide of economic development, some old brands frequently have operational problems, which makes people inevitably wonder.

Among the long-established enterprises, the vast majority are small and medium-sized enterprises. These long-established brands often adhere to the tradition, do not pay attention to business strategies, except for a few brands, most of the long-established enterprises are difficult to have the scenery of the past, the operating conditions are facing pressure, and even different degrees of development stagnation.

When it comes to inheritance and innovation, not to keep the old, not to forget the original, this slogan will be read by everyone. However, in reality, with the changes in social changes and the changes in residents' consumption patterns, long-established enterprises have encountered great challenges in terms of management models, product iterations, and sales channels. In the new consumer environment, the lack of innovation of long-established brands has led to weak competitiveness.

In the view of relevant experts in the industry, the reason why long-established enterprises are not well managed is related to the backward production means, low marketing level, lack of successors, weak brand awareness and a sharp increase in operating costs in their development. Aging quality, aging mechanism, aging consumer group, this is the most important reason hindering the development of long-established brands.

However, we also see that through innovation and transformation, many long-established brands can also be "new vitality".

Xining Tianfeng Silver Building, launched an innovative all-handmade limited edition silver jewelry, attracting a large number of young consumers, coupled with the expansion of the storefront, so that the old silver store has returned to people's vision; the streets and alleys are very rich in national characteristics, the environment is fresh, Qinghai Sajia Catering And Gourmet Shop, has become synonymous with Qinghai's characteristic cuisine; constantly developing new products, launching high-grade finely ground snowflake flour, developing "Qingbari Noodle Restaurant" series of products Qinghai new clove grain and oil... In recent years, some long-established brands "Old Tree Rejuvenation" have launched creative fashion new products, subverting people's impression of "sticking to the rules" of long-established products.

If it is said that opening up the market of young consumer groups is the "careful planning" of long-established enterprises, then how to approach more consumers has become an urgent problem for many traditional brands to solve.

In the reporter's view, paying attention to consumers and exploring new ways of operating are the strategies for long-established enterprises to open up the market. At present, in the new market environment, the consumer groups with the "post-90s" and "post-00s" as the core are more concerned about the consumer experience, consumption environment, etc. The long-established brand should actively respond to market demand and inject Internet genes into enterprises. Looking at the national market, riding on the spring breeze of the rise of the Internet, more and more long-established brands have entered the e-commerce platform, and their achievements are also very impressive. In addition, long-established brands should focus on cultivating brand fans and interacting with them in various forms to promote brand development.

In view of the brand protection of the long-established brand, in the view of the relevant experts of the "Qinghai Time-honored Brand" Expert Committee, the relevant government departments should actively guide the "external force" with a good business environment and policy support, activate the "internal strength" of the innovative thinking of the long-established enterprises and keep pace with the times, so that the long-established brands can shine with vitality and shine in the increasingly fierce market competition.

At the same time, relevant departments should actively guide the planning and construction of long-established enterprises, excavate and copy and promote the management mode of advanced long-established enterprises, protect the unique value of time-honored brands in terms of brand, economy and culture, and keep the old brands and polish the golden signboard while innovating and developing. Long-established enterprises should also really do solid work, market-oriented, consumer-centric, with more refined products, better quality, better service to face consumers.

Manuscript source: Qinghai Daily client Statement: In addition to indicating the source of the manuscript, the above content is the original manuscript of Qinghai Daily, the copyright is owned by the media platform of Qinghai Daily, and it is strictly forbidden to reprint without written permission.