Cultural and creative products of Xiling Printing Society. Courtesy of Jiang Chengjie
Hangzhou, March 25 (Guo Qiyu, Zhong Qianhong, Jiang Chengjie) In Qingbo Street, Hangzhou City, Zhejiang Province, 58 long-established brands such as Hu Qingyutang, Fang Huichuntang and Zhu Bingren Copper are gathered. It was also the seat of the Imperial City of the Southern Song Dynasty.
In recent years, the Internet economy is in the ascendant, consumer demand has been iteratively upgraded, how can long-established enterprises "break through the circle"? The reporter's on-site visit found that these long-established brands are making every effort to lay out new retail and new consumption through multi-pronged research and development of new products, testing water e-commerce, live streaming with goods, etc.
Innovate to create a diversified product matrix
Recently, the Ministry of Commerce and other 8 departments issued opinions on promoting the innovative development of long-established brands, proposing to encourage long-established enterprises to develop cultural and creative products and hold cultural experience activities. Guide long-established enterprises to use advanced and applicable technology innovation to innovate traditional processes and develop products and services that meet market demand.
With a history of more than 100 years, Xiling Seal Society is the academic group with the longest history, the highest achievement and the most extensive influence on gold stone seal carving at home and abroad, and has the reputation of "the first society in the world".
Nowadays, under the premise of retaining the core business of traditional seal engraving, Xiling Printing Society has continuously developed the cultural and creative business of "Xiling Impression". Aiming at the needs of the target consumer groups of urban literary and artistic youth, Xiling Printing Society has launched a series of new literary and urban souvenir products, and explored the adaptation of new materials such as cement and glass to continuously enrich the space for cultural and creative products.
"'Nine steaming and nine sunning', adhering to the ancient technique of black sesame balls are delicious and healthy." In order to comply with market hotspots and meet the needs of young consumer groups, the newly launched black sesame pills of the century-old Sinopharm Hu Qingyutang have become popular models on Internet celebrities, and more than 2 million bottles have been sold so far.
"In addition to black sesame pills, a number of health products, cosmetics, health foods, etc. newly developed by us have also been well received, and the average daily passenger flow of offline stores has achieved a significant increase." The person in charge of Hu Qingyutang introduced.
Wan Chengzhitang Traditional Chinese Medicine Cultural Experience Hall. Courtesy of Jiang Chengjie
Cross-border cooperation to shape the brand image of the new national tide
The cross-border integration and development of the old brand lies in the development of new formats and new models and the creation of new consumption scenarios.
At the moment when the "she economy" is prevalent, the new milk tea has become the industry outlet. Wan Chengzhitang, a long-established brand of traditional Chinese medicine in Hangzhou, began to enter the milk tea market.
In April last year, Wan Chengzhitang opened a health milk tea shop - herbal tea shop in The Historic District of Qinghefang, Hangzhou, featuring the health concept of "medicine and food homology", mainly promoting a variety of health teas such as green juice scraping oil water, small hanging pear soup, peach gum raw coconut boiling small circle, etc., and taking another path in the homogenization competition of milk tea and playing a core competitiveness.
Hu Qingyutang combined his own advantages in traditional Chinese medicine culture to explore the business model of chained market-oriented restaurants in the field of medicinal restaurants. Using the unique method of doctor prescribing, pharmacist formula and chef cooking "three in one", through the reasonable combination of medicinal materials and ingredients, "allegorical medicine and food", the dual demand of customers for "delicious + food supplements" is realized, and a higher "return rate" is obtained.
In order to let the traditional intangible cultural heritage skills "out of the circle", Zhu Bingren Copper, which inherited the "Zhufu Copper Art" in 1875, was industrially integrated with the "National Treasure" IP in 2021, adhering to the concept of "letting the national treasure tide up", and carrying out the reengineering and development of intangible cultural heritage skills and treasure-level IP.
In addition, Zhu Bingren Copper also cooperated with the martial arts mobile game "Sword Net 1: Return" to restore the classic point card face with copper carving techniques to convey the beauty of copper art and expand its brand influence in the young game industry.
Digital empowerment Build three-dimensional marketing channels
In view of the characteristics of the circle and platform of the current consumer groups, the long-established brands have "electrocuted the net" and shifted some of their focus to building online marketing channels.
Wang Xingji, who has a national intangible cultural heritage, actively participated in online live broadcast activities such as the Zhejiang "Intangible Cultural Heritage Shopping Festival" and the "Double Thousand Live Broadcast" in Hangzhou, and more than 1,300 Asian Games fashion bamboo fans were sold out in just a few seconds.
In Hangzhou, many people with glasses will love Mao Yuanchang, which was founded in the Tongzhi period of the Qing Dynasty and used online channels such as Tmall flagship stores and micro-stores to open the cloud dispensing mode, combined with mobile optometry vehicles to achieve door-to-door service and continuously optimize value-added services.
"We have also continued to launch special live broadcast events ourselves, and have done a lot of extended promotions and group purchases." The relevant person in charge of Zhejiang Maoyuanchang Glasses Co., Ltd. was introduced.
On the basis of exquisite craftsmanship, the old is innovated, and the profound cultural heritage is integrated into the new trend, and the old brands are embracing transformation and upgrading with an innovative posture.
It is understood that the Hangzhou territorial government focuses on the guiding role of the "visible hand", based on the "shop small two" style of service to enterprises, to provide long-established enterprises with a package of high-quality services such as new establishment changes, difficult support, and enterprise listing, so that the old-fashioned enterprises continue to burst out of new vitality. (End)