Old Beijing bean juice into cans on the supermarket shelves! The old brand can change to brew a new flavor

Recently, a media survey found that in the face of escalating consumer demand and the impact of the new crown pneumonia epidemic, many long-established enterprises have begun to take the initiative to change, and they are living younger and younger in the transformation and development. For example, many of the old Beijing's favorites, the bean juice that used to be sold only in traditional snack bars, is now packed into cans, placed on the supermarket shelves, and can also match the old with the scorch circle. Luzhou Laojiao perfume, Ma Yinglong Eight Treasure Eye Cream, Great White Rabbit Lip Balm, Hankou No. 2 Factory soda and other national tide products, also made a stunning appearance. A series of products with distinct domestic characteristics, "old" when strong, into the vision of young consumers, for the old brand to play a beautiful turnaround battle.

A few months ago, when canned bean juice was just on the market, someone complained that the taste was not as mellow as in the store. In order to get closer to more consumers and let more young people accept it, the manufacturer has made some adjustments and improvements for the bean juice with a strange aroma, so it is not necessary to be sad, who stipulates that the taste of a food cannot be changed? Consumers who like traditional food can also go to the snack bar that sells bean juice to get the bowls hot. Canned products are sold to more consumers who do not understand bean juice and have not had the courage to try in the past, so as to attract more diners for the traditional old Beijing snacks represented by bean juice, is it not good? And the hygiene of canned products is obviously more secure than taking a thermos bucket to beat bean juice.

In fact, many long-established brands have the problem of how to embrace emerging markets and young consumers. Let's say bean juice, even with the blessing of celebrities such as Mei Lanfang, Liang Shiqiu, and Wang Zengqi, if you don't adjust and enrich the product line, take the initiative to adapt to changes in taste and sales methods, it is difficult to expand your fan base by relying on curious diners who taste early. In fact, it is reported that since the listing of the market for several months, the sales of canned bean juice at The Gokokuji Snack have increased by a hundredfold.

Online shopping and cold chain transportation, as a new thing, are changing the way traditional food is sold, citizens in Beijing can buy roasted wheat from Guangzhou restaurants, and diners in Guangdong can eat fresh dairy products from Inner Mongolia. Fortunately, many long-established brands have keenly seized this opportunity. According to the "Report on the Digital Development of "Long-established Restaurants" (2020)" released by an e-commerce platform a few days ago, under the impact of the epidemic, many long-established enterprises have been at the forefront of resuming work in the catering industry by creating digital operations. What is particularly difficult is that many old brands are inspired by national tide products, change the past thick line packaging, and also begin to pay attention to visual design, create their own IP, ensure quality and strive for innovation, but also use feelings and fun to win the hearts of consumers.

As the saying goes, if there is an old family, there is a treasure, and the old brand is also a treasure in the traditional commercial culture. Under the impact of the tide of goods, some old brands do not know what to do, or even disappear, but more old brands continue to be new, winning the favor of more new patrons. I hope that the long-established brand can tap more core values in the future, respect the culture, adhere to the quality, so that more consumers can be proud of domestic products and old brands.

Image source: Beijing Daily

Source Beijing Evening News | reporter Zhang Li

Editor: Zhang Li

Process Editor Wu Yue