Source: People's Daily
Core reading
On the basis of consolidating product quality, the long-established brand focuses on the new trend of young, international and fashionable consumption, applies new technologies, new materials and new ideas, accelerates integration and innovation, and better meets personalized and diversified consumer needs.
Experience Innovation——
Innovation makes the old brand younger and more in line with the consumer needs of young people
"My 6-year-old daughter holds a dropper to add soda ingredients to a vector cup, and her serious attitude is like doing a scientific experiment." Zhou Yajun, a resident of Beijing's Xicheng District, took her daughter to the Arctic Ocean Yili Park in Daxing District in the summer to experience the fun of making her own (DIY) drinks.
Zhou Yajun said: "My childhood memories are inseparable from the taste of Arctic Ocean soda and fruit bread, but here is the first time to make homemade soda and bread with children, not only children have fun, I also seem to return to childhood." "In the park, visitors can not only make their own soda, but also make bread, cakes, biscuits, chocolates and other delicacies, and share the joy of DIY with their families." Before entering the production room, the staff will intimately prepare disposable shoe covers, head covers, chef hats, aprons, for the convenience of consumer experience.
The park covers an area of nearly 20,000 square meters, where children can also go to the outdoor paradise to play beach treasure hunting, fish feeding, slides, hide-and-seek. The park restores nostalgic scenes such as Yili Food Factory, Arctic Ocean Shazikou Warehouse, Yili Food Store Department, Photo Studio, Barber Shop, etc., and consumers can take photos here.
In the context of consumption upgrading, the Arctic Ocean continues to explore and innovate. In addition to building the Arctic Ocean Yili Park, since last year, several experience stores have been opened successively to continuously innovate products and services. The experience store includes a drink area, a bakery products area and a merchandise display area.
"There's not only the Arctic Soda I remember, but also a lot of new products that surprise me." Zhou Haiyun, a consumer who was enjoying afternoon tea at an experience store on North Huayuan Road in Haidian District, Beijing, ordered a cup of "Arctic Iceland". Cream, special soda, lactic acid bacteria, etc. make this live beverage rich in texture, and a blue polar bear-shaped ice cube is dotted above the cream, which is cute.
In addition, the bear's claw popsicles in the store are also quite popular with consumers, with dragon fruit flavor, chocolate flavor, strawberry flavor and so on; The "Ice Bear" series of cultural and creative products are also very attractive, and mobile phone cases, water cups, clothing, etc. are quite characteristic of the Arctic Ocean.
"Communicate and dialogue with more young consumers through physical stores, so that more young people can recognize and experience the old brand of the Arctic Ocean." The person in charge of the experience store project introduced, "From the design of the store to the research and development of drinks, baking and cultural and creative products, it is completed by a team composed of young people. The focus of our innovation is to make the old brands younger and more in line with the consumer needs of young consumers. ”
Channel Innovation——
Keep up with the trend of digitalization and bring consumers closer to long-established brands
Approaching the Mid-Autumn Festival, it is time for mooncakes to sell hot.
Putting on a Chinese-style robe and carrying a food box basket, the anchor of the Taobao live broadcast room in DaoxiangCun, Beijing, "Brother Chuan", began his day's work. "This mooncake is our newly developed rice field diary series, which is an oval double-layer leather carrying box with no cane sugar added to the mooncake..." I saw him vividly introduce the craftsmanship and beautiful meaning of each pastry.
"Brother Chuan" is a native of Beijing, he interacts with fans from time to time in the live broadcast room, talks and laughs, and talks about the century-old history of Daoxiang Village and the culture and customs of old Beijing. "The live broadcast room should close the distance between consumers and long-established brands, and also have their own uniqueness, and I hope to create a living atmosphere in old Beijing."
As a traditional enterprise, Beijing Daoxiangcun has always used traditional chain physical stores as the main sales channel for products. Now, with the rapid development of Internet technology, the improvement of payment technology and the improvement of logistics and distribution, online shopping has become a daily consumption form for consumers. Beijing Daoxiangcun also followed the trend of the times, and entered the e-commerce platform in 2014, and the sales of online channels grew rapidly.
Since 2019, Beijing Daoxiangcun has begun to do live broadcasts, and the strong Beijing flavor features are unique, making it gain a large number of fans. The relevant person in charge of Beijing Daoxiang Village introduced, "In the live broadcast room of the main venue of the launching ceremony of the 'Beijing Consumption Season' in 2020, the live broadcast was viewed more than 200 million times, and the volume of goods rose sharply, allowing us to taste the sweetness." At present, in the live broadcast room of Daoxiang Village in Beijing, the number of viewers of each live broadcast has exceeded 10,000 people, especially during traditional festivals, the popularity is even stronger.
However, it was not easy for Beijing Daoxiangcun to start doing live broadcasting. Beijing Daoxiangcun e-commerce operation person in charge said that the live broadcast room just started when encountered more difficulties, due to no experience, live broadcast almost no one to watch, after a period of exploration, through a period of deep digging into Beijing culture, in the creation of a distinctive label at the same time, cultivate their own anchors, fixed live broadcast process, only gradually get fan recognition, the current Beijing DaoxiangCun Taobao live broadcast fans more than one million. It turns out that live marketing has brought old brands closer to younger consumers.
In recent years, the number of consumers placing orders in online flagship stores and live broadcast rooms has increased significantly. Brands such as Daoxiangcun, Huamei, Wufangzhai, Guangzhou Restaurant, and Xinghualou have seized the market by opening online flagship stores and live streaming with goods. According to the statistics of Ai Media Consulting, many of them who stride into the live broadcast room on the basis of brand and production capacity advantages are long-established enterprises.
Song Siyuan, an associate researcher at the Academy of International Trade and Economic Cooperation of the Ministry of Commerce, said: "Long-established enterprises should adapt to the consumption habits of young people, keep up with the trend of digitalization, develop online marketable products, and use network marketing methods." E-commerce platforms can take advantage of data resources and other advantages to help long-established enterprises achieve digital management, develop online booking, online booking store pick-up, door-to-door service, etc., and provide customized products and services for consumers; It can also empower offline stores to provide data such as product quantity, type, and customer portraits. ”
Product Innovation——
Make good use of big data and continue to develop new products
"I heard it was a sticky rice mooncake, and I wanted to give it a try." Gao Xiaomin, a resident of Chenghua District, Chengdu, Sichuan Province, is shopping for mooncakes in Hema Fresh and decided to try the fresh taste, "I am very impressed by the new flavor products launched by Wufangzhai, such as the pepper dumplings of the Dragon Boat Festival, the chocolate green balls of the Qingming Festival, and this glutinous rice mooncake I also want to try." ”
Wufangzhai started with rice dumplings, but has been actively innovating its products according to changes in consumer demand. For example, in the Mid-Autumn Festival, Wufangzhai rooted in Jiangnan presents years of experience accumulation of glutinous rice, leaves and other ingredients on more different physical products, innovates in the taste form of traditional mooncakes, and develops a new series of mooncakes with new ingredients, unique flavors and exclusive Wufangzhai characteristics. At present, the product matrix of Wufangzhai has covered many fields such as mooncakes, pastries, and meals.
According to the relevant person in charge of Wufangzhai, Wufangzhai has continuously carried out scientific and technological innovation on traditional foods through big data analysis on the needs of young consumers. In recent years, the company has continued to increase investment in research and development, and has established close cooperation with many scientific research institutions such as Jiangnan University.
Product design innovation. More and more consumers pay attention to the quality of snacks and snacks. In the rice dumpling market, small, light and new have become a product innovation trend, and Wufangzhai has launched a 50-gram Linglong small rice dumpling "Ah Wu a bite", which is welcomed by consumers.
Product taste innovation. This year's Dragon Boat Festival, for young consumer groups, Wufangzhai launched a spicy gift box, with 3 kinds of peppers of different spiciness, so that consumers can experience the novel taste of rice dumplings. The taste inspiration of the Wufang Eight Dishes Gift Box comes from the eight major Cuisines of China, which integrates the essence of local specialties into Zongzi, allowing consumers to taste various delicacies from different regions through tasting Zongzi.
Product cross-border innovation. In order to attract more young consumer groups and change the consumer group's perception of Zongzi and brand, Wufangzhai joined hands with the new Chinese pastry brand Luxihe to customize a variety of Dragon Boat Cake Gift Boxes, in addition, Wufangzhai also cooperated with brands such as Yanzhiwu and Three Squirrels to launch a Dragon Boat Joint Gift Box with both appearance and quality.
"The cross-border innovation of the old brand itself is conducive to opening up new consumer markets." Zhao Ping, vice president of the China Council for the Promotion of International Trade Research Institute, said that for example, Wu Yutai sells green tea ice cream and Tongrentang sells Traditional Chinese medicine coffee, allowing fans loyal to these brands to expand the consumption field and make the long-established brands more vigorous. Enterprises should continuously optimize brand positioning, and enhance the influence, competitiveness and profitability of long-established brands through innovation. On the basis of consolidating the traditional quality products of the old brand, we focus on the new trend of young, international and fashionable consumption, and accelerate the integration and innovation through the application of new technologies, new materials and new ideas to better meet the personalized and diversified consumer needs. (Reporter Lin Lili)
People's Daily (2022.08.31. 19th edition)