On November 13th, In Hongsheng Square, Dazu District, the scene of the first Sichuan-Chongqing Time-honored Expo, the anchors were live streaming with goods. Reporter Xie Zhiqiang photographed \Visual Chongqing
●Chongqing is the first city in the country to carry out the protection and development of long-established brands, there are currently 19 Chinese time-honored brands, 241 chongqing time-honored brands, and the GDP of time-honored enterprises exceeds 100 billion yuan
●The 19 Chinese time-honored enterprises in Chongqing are mainly joint-stock and private, with the joint-stock system accounting for 36.8%, the private accounting for 34.2%, and the state-owned enterprises accounting for 18.4%
● 241 chongqing long-established enterprises are distributed in 39 districts and counties, only Wuxi County has not yet had Chongqing long-established enterprises
Chongqing Daily news, "After participating in the first Sichuan-Chongqing time-honored expo, our exchanges and cooperation with enterprises in Sichuan and Chongqing have further deepened. Going out more will benefit long-established enterprises a lot. On November 29, Zhu Huaiyu, a long-established brand in Chongqing and the "head" of the Chongqing Zhenggang Institute of Traditional Chinese Medicine orthopedics, said with emotion in an interview with a reporter from Chongqing Daily.
From November 13th to 15th, the first Sichuan-Chongqing Time-honored Brand Expo was held in Hongsheng Square, Dazu District, and more than 100 Sichuan-Chongqing time-honored enterprises participated synchronously, displayed on the same stage, and promoted integration and promotion, with on-site sales of 4.5 million yuan, order sales of 26 million yuan, and online sales of 3.1 million yuan. In the face of good sales results, there are not a few relevant responsible persons of long-established enterprises that have similar feelings with Zhu Huaiyu.
A time-honored signboard is a legend, recording social changes and prosperity in the city, carrying the spirit of Chinese craftsmen and excellent traditional culture, with a broad mass base and huge brand value, economic value and cultural value. However, at present, some long-established enterprises in Chongqing have problems such as poor business development, brand value annihilation, and insufficient innovation power, and it is urgent to adapt to market changes, realize the protection, inheritance, innovation and development of old brands, and enhance the "new" value of "old" brands.
Through the successful holding of the first Sichuan-Chongqing Time-honored Brand Expo, what development enlightenment have Chongqing time-honored enterprises gained? In the future, what measures will the city take to help Chongqing's time-honored brand rejuvenate?
status quo
There are advantages to development, but there are also many challenges
Chongqing is the first city in the country to carry out the protection and development of long-established brands, there are currently 19 Chinese time-honored brands, 241 chongqing time-honored brands, the GDP of time-honored enterprises exceeds 100 billion yuan, and a number of well-known brands such as Tongjunge and Qiaotou have emerged. Over the years, Chongqing's time-honored brands and Chongqing's time-honored enterprises have been in good condition, and most of the enterprises have developed in a healthy, orderly and steady manner.
The 19 Chinese time-honored enterprises show three major characteristics: one is mainly food processing and catering, and the industry structure is relatively single; the other is mainly joint-stock and private, of which the joint-stock system accounts for 36.8%, the private sector accounts for 34.2%, and the state-owned enterprises account for 18.4%; the third is to show a geographical distribution pattern concentrated in the central urban area of the main city, local districts and counties.
There are 241 long-established enterprises in Chongqing in 39 districts and counties, and only Wuxi County has not yet had any long-established enterprises in Chongqing. From the perspective of the distribution of chongqing's time-honored brands, it is mainly concentrated in the catering, manufacturing, processing industries, and also involves pharmaceutical retail, automobile maintenance, jewelry and other industries.
In order to promote the standardized development of long-established enterprises and enhance the autonomy, self-reliance and self-discipline of long-established enterprises, in 2012, the Municipal Commission of Commerce guided the establishment of the Chongqing Long-established Enterprise Association, with 215 member units.
"Today, long-established brands have become an important force in displaying corporate image, disseminating business culture, adapting, creating and meeting consumer demand." According to the relevant person in charge of the Service Industry Department of the Municipal Commission of Commerce, although Chongqing's long-established enterprises have many development advantages, they also face many challenges. For example, the transformation and upgrading of enterprises and the innovation and development of enterprises are not enough, the effective supply is insufficient; the protection mechanism of laws and regulations is not perfect, the value of long-established brands is lost; there is a shortage of professional talents, and it is difficult to inherit skills.
explore
Both please come in and go out
How to revitalize this part of Chongqing's long-established enterprises that are in trouble with development? According to the relevant person in charge of the Service Industry Department of the Municipal Commission of Commerce, the first Sichuan-Chongqing Time-honored Brand Expo, which opened in Dazu District on November 13, is a useful exploration for Chongqing Time-honored Brands Association to seek breakthroughs.
The Sichuan-Chongqing Time-honored Expo attracted 16 districts, cities and counties from Sichuan and Chongqing to participate in the exhibition, and a total of more than 100 brand products of long-established enterprises were exhibited. Among them, there are many Chinese time-honored brands in Sichuan such as Wuliangye, Boryeong vinegar, Lai Tangyuan, Chen Ma po, Juancheng Douban, etc., as well as Chinese time-honored brands in Chongqing such as Qiaotou Hot Pot, Yongchuan Tempeh, Huang Garden Brewing, and Zhang Duck.
On the same day, Zhu Huaiyu, a long-established brand in Chongqing and the "head" of the Chongqing Zhenggang Institute of Traditional Chinese Medicine orthopedics, also changed the way he used to sit in the hospital and introduced the unique skills of Yanqingmen orthopedic therapy at the expo site. "Old brands can't rely on 'old' to sell 'old', they must go out in order to be better known to the public." Zhu Huaiyu plans to adopt similar forms of publicity in Sichuan, Yunnan, Guizhou and other provinces in the next step to expand the brand's popularity in the domestic market.
"We originally sold 500 kilograms of crucian carp per day, but this year's daily sales due to the impact of the epidemic have dropped by half. We can't sit still and use every opportunity to market our brand. Liu Zhuying, the person in charge of crucian carp in Chongqing's long-established and postal pavilion Liu Sanjie, told the Chongqing Daily reporter that in order to better display the crucian carp products with full color and fragrance of the enterprise, they specially set up a crucian carp cooking link at the expo site and invited customers to taste at preferential prices. ”
"Just like the Sichuan-Chongqing Time-honored Expo, we must guide Chongqing's time-honored enterprises to come in and go out." According to the relevant person in charge of the Service Industry Department of the Municipal Commission of Commerce, in recent years, Chongqing has successfully held 5 consecutive sessions of the Time-honored Expo, and also organized relevant time-honored enterprises to go to Germany and the United States to promote long-established enterprises to go out and expand the market.
At the same time, a number of long-established enterprises in Chongqing are not limited to the previous form of going it alone, trying to carry out a new model of operating under the same roof; the first batch of long-established enterprises in Chongqing also actively embraced the industrial Internet, through big data capture, analysis of online shopping consumer preferences, targeted product research and development, design innovation, out of a "time-honored + Internet" new business model.
Take Chongqing's time-honored Chen Changyin twist flower as an example. The company analyzed the taste of consumers buying twist flowers and similar leisure snacks through the Internet platform, and developed "big-name quality, factory price" goods for consumers, so as to accurately achieve order-based production and greatly reduce the pressure on inventory costs.
Ideas
Value in the "old", the way out in the "new"
In the inherent thinking of many consumers, the old brand carries too many cultural feelings and memories, almost every old brand has a beautiful story behind it, and the accumulation of time makes it more like a jar of old wine with a long taste, representing the quality of trusted products. However, this often also means that it gives a monotonous, conservative, stereotypical impression.
"The old brand is a bright 'golden signboard', but it is not the 'deathless gold medal' in the market economy." Wang Yao, executive deputy director of the China Time-honored Brands Working Committee, said at the Sichuan-Chongqing Time-honored Brands Development Forum held during the Expo, "When you look at the product exhibition and sales site of this Sichuan-Chongqing Time-honored Brands Expo, why are there many middle-aged and elderly people and fewer young people? This is exactly the problem that the old brand needs to solve first. ”
Wang Yao pointed out that the long-established enterprises in Sichuan and Chongqing should take the win-win cooperation of the Expo as the starting point, and work together to cope with the new sales environment of combining virtual and real in view of the consumption characteristics of the current main consumer groups in China, and create time-honored classic fashion products that keep pace with the times.
"Inheritance and innovation are the eternal themes of the development of time-honored brands." The relevant person in charge of the Service Department of the Municipal Commission of Commerce also believes that if Chongqing's time-honored brand wants to significantly enhance the "new" value of the "old" brand, it should innovate in the continuous inheritance and capture the heart of the mainstream of consumption with products that are at the forefront of the trend.
The person in charge also pointed out that the innovation of Chongqing's time-honored brand should not blindly follow the trend. "As the inheritor of traditional culture and traditional skills, exquisite craftsmanship and excellent quality have always been the foundation of the long-established brand." The person in charge said that the old-fashioned enterprises should not put too much energy into the external tricks of the product, so that they gave up their adherence to quality and self-destructed the signboard, "No matter how innovative the old-fashioned brand is, it must keep the cultural core and spiritual connotation of the traditional brand." ”
"From the perspective of the whole country, the inheritance and innovation of long-established enterprises in Zhejiang, Shandong, Beijing and other places have done a good job, and the holding of the Sichuan-Chongqing Time-honored Expo is to learn from the exhibition experience of these places." Xia Hongliang, president of the Chongqing Time-honored Brands Association, introduced that in the next step, Chongqing will also strengthen the excavation and sorting of time-honored brands, the construction of the long-established heritage team, the protection of the original site of the old-fashioned brands, the protection of the intellectual property rights of the old-fashioned brands, etc., accelerate the innovative development of the business model of the time-honored enterprises, and promote the long-established products to sell well online and offline.
Reporter Tang Yanjuan
Original title: At the first Sichuan-Chongqing Time-honored Brand Expo held recently, how chongqing's time-honored brand is rejuvenated has become one of the hot spots, and experts suggest that they keep the "old" brand and break out of the "new" road
Source: Chongqing Daily
Source: Chongqing Ersanli
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