<h1 class="pgc-h-arrow-right" data-track="8" > wave Introduction: Under the revival of culture and the rise of the national tide, the old brand will become a force that cannot be ignored in new consumption. </h1>
Author | Xie Weiping
When the traffic dividend accelerates to fade, capital gradually returns to rationality, and the wave of new brands begins to enter the new normal from an extreme state, everyone finds that the so-called new brands are not all-powerful, and some old brands also have merit, so the entire market has begun to revalue the value of old brands.
Behind the stereotypes of tradition, backwardness, and small workshops, there is a brand culture and a deep user mentality that has been precipitated for more than ten hundred years.
Today, many new brands are still anxious about traffic, but these old brands that have gone through a long cycle and shared memories for generations are themselves a traffic entrance, with an incomparable acceptance and user base of new brands.
Compared with problems such as concept solidification and brand aging, the potential value of the old brand is more like a rich mine that needs to be tapped. Especially in today's cultural revival and the rise of the national tide, the old brands with more cultural heritage and historical accumulation will inevitably become a force that cannot be ignored for new consumption.
Of course, this process is not easy, but there are already some pioneers in the industry, and Shou Quanzhai is one of them. This long-established brand with a history of nearly three hundred years has shown amazing explosive power in recent years.
Shou Quanzhai ranked first in the "ginger soup" category of the Tao family for three consecutive years. Not only that, in the online brewing beverage market, Shou Quanzhai ranked among the best, and at the same time, it also handed over a good report card in category expansion.
Recently, Shou Quanzhai officially announced that Sun Yiwen, the gold medalist of the Women's Epee Individual Competition at the Tokyo Olympic Games, has become its brand ambassador: the strength is renewed, and the sword refers to "Ginger". Following the product and channel upgrades, Shou Quanzhai has also fallen behind in brand upgrades.
The rejuvenation and modernization of old brands is an important industry proposition.
Shou Quan Zhai is a long-established brand from Ningbo, founded in the Qianlong period of the Qing Dynasty, the local head medicine number, more than 200 years in Ningbo folk and peer industry has enjoyed a high reputation. The more than 30 ginger tea formulas developed by it are known as "warm recipes", which highly embody the wisdom and concept of traditional Chinese medicine and food homology.
However, as things changed, Shou Quanzhai slowly fell silent. After 2010, Shou Quanzhai took the lead in exploring the sustainable development path of the old brand. Solve a lot of inheritance and market matching problems.
The old brand has crossed the history, has a long cultural accumulation, and now many new consumer brands are trying their best to strengthen their own storytelling ability, whether it is the founder's experience, or the ups and downs in the process of the rise of the brand, for the old brand, there may be no shortage of stories in the process of its development, with users, and the times. Giving full play to these historical stories and associating them with the present is the first step in the construction of long-established brands.
ShouQuanzhai nearly three hundred years of history and cultural accumulation, in fact, hundreds of years of deep interaction with users of the process, the system combing the story of this time-honored brand, not only strengthens the depth and thickness of the brand, but also helps it refine the brand positioning of "Oriental Food and Drink, The Way of Health".
Now the new consumer industry often says that the best brand business is to occupy a category, in fact, many classic long-established brands have successfully done this, such as Tianjin dog buns, Quanjude roast duck, the brand and the category reached an absolute strong association.
In fact, most of the long-established brands have this characteristic, in Ningbo, many people talk about ginger soup, they will naturally think of Shou Quan Zhai. In the traditional health ingredient of ginger, Shou Quanzhai has accumulated a wide public reputation through various recipes.
In the minds of young consumers, the industry's old brand may sometimes appear old and pedantic, but if it retains its inner spirit of orthodoxy and innovates in a timely manner, it can quickly achieve contrasting effects, such as the Forbidden City Cultural and Creative Team, which uses the Internet method that young people like to hear to disseminate the knowledge of the Forbidden City, which has won a huge response.
The approach of Shou Quan Zhai is to fully modernize the brand and product concept, presenting the new face of the old brand in the new era.
The brand upgrade is positioned as "Oriental Food and Drink, The Way of Health", and its own vision has also jumped out, strengthening the cultural bearing of the entire time-honored brand, and examining its own value from a more international and modern perspective. At the same time, the logo and packaging are also treated as young.
The product is truly catered to the current mainstream population, the time-tested ancient recipe for modernization and improvement, in 2021, the brown sugar ginger tea formula has been upgraded, adding a lot of innovative elements, inheriting the excellent tradition and avoiding the problem of many traditional old brands in the product.
Many traditional long-established brands have limited their own development because corporate governance is not modern enough and the shareholding structure is not clear.
But Shou Quanzhai does not have this problem, it has long abandoned a lot of old relatively traditional and conservative concepts, in an open and inclusive posture, the use of capital operation mode, the introduction of some star capital shareholders, through the introduction of these capital, not only grafted a lot of new marketing channels and resources, but also brought more modern management methods and brand management philosophy.
Shou Quanzhai's ginger tea can be built into a blockbuster, not only because it is an old brand, but also because it meets many of the characteristics of the current new consumption explosion, especially the insight of female users.
First of all, in the context of the audience becoming more and more accustomed to buying daily necessities online, especially health and health drinks, Shou Quanzhai is one of the earliest batch of traditional long-established brands in China to embrace Internet e-commerce, as early as 2012, Shou Quanzhai entered the Tmall mall to open an official flagship store and embarked on the fast track of e-commerce.
Second, in terms of products, Shou Quan Zhai's brown sugar ginger tea is not only a product developed by combining its advantages in the field of herbal healthy diet with ginger as the core, but also conforms to the general trend of the times of women's self-awareness awakening in recent years.
In the past few years, around the consumer demand of women's health, self-satisfaction and so on, a large number of new opportunities and new brands have emerged, only the underwear track, running out of Ubras, banana, inside and outside and other dozens of new brands.
The advantage of the category of brown sugar ginger tea is that it has sound cognition, does not require market education, is a necessity for many women's menstrual conditioning, and is in the stage of having a category without brand, which just gives Shou Quanzhai a window period to seize cognition.
Although the recipe of Shou Quan Zhai's thirty-flavored ginger tea is itself very mature and has been verified for a long time, it may not be applicable directly on today's market.
As mentioned above, in order to make products that are truly suitable for contemporary young people, Shou Quanzhai combines modern equipment and food science, with the modern process of "refining, extracting and manufacturing", using three patents including ginger oil extraction technology for production, whether it is the process flow or standard, it is higher than the traditional long-established workshop-style production by more than one dimension, and the modern research and development and renewal ability can achieve large-scale quality and stable production while ensuring product vitality.
On the other hand, in terms of raw materials, Shou Quanzhai chooses small yellow ginger from the high mountains of Yunnan, and brown sugar is also brown sugar made of Guangxi red skin sugarcane, which can be combined to neutralize the pungency of yellow ginger.
In addition, brown sugar ginger tea in the use of details is also keeping pace with the times, using a portable independent small package, which is convenient for young people to use in different scenes such as office, home, and travel.
Under such product power, the potential energy and value of the old brand have also begun to be gradually released, ranking first in the "ginger soup" category of the Tao system for three consecutive years.
In addition to online channels, Shou Quan Zhai is also continuing to cultivate offline channels such as hypermarkets, boutique supermarkets, convenience stores, etc. The results of the third-party agency survey show that the sales volume of Shou Quan Zhai has also been among the best in the online beverage market.
Blowing up a product is just a beginning, and Shou Quanzhai's ambitions are far more than that.
In order to open up a larger imagination space, the first thing to do is to expand the product, since 2017, Shou Quanzhai is expanding and enriching the product line of Chinese drinks; in 2018, Shou Quanzhai officially launched osmanthus sour plum soup, with a unique Jiangnan flavor and Chinese style design, becoming a representative drink of the sour plum soup category; and then launched a juice sub-brand, officially entering the beverage market.
Expanding products is a regular action of beverage market giants, such as Nongfu Shanquan launched sparkling water under the challenge of Yuanqi Forest, Shou Quanzhai will also be upgraded next, and the newly upgraded "Shou Quanzhai" is divided into two strains:
The first is the "Shou Quan Zhai Classic", which pays attention to the roots and naturalness of traditional culture and Chinese diet; the second is the "Shou Quan Zhai New Fashion" launched based on the needs of a new generation of consumers and combined with the world consumption trend, which will carry more young products in the future.
At the same time, in 2019, Shou QuanZhai introduced the Ecolean packaging beverage automatic production line from Sweden, which is an upgrade of the production process and packaging technology of Shou Quanzhai in the production process and packaging technology, and the Ecolean packaging is small and degradable, in line with the environmental protection trend of waste reduction.
This is also the first time that Chinese traditional herbal drinks use international environmental protection packaging, and then Shou Quanzhai's osmanthus sour plum soup, red bean coix water, Sydney bamboo cane horseshoe juice, Pu'er lemon tea and many other traditional classic taste drinks, all use this environmentally friendly and simple packaging, with the taste of health and wellness, these products have formed a difference with other similar categories.
From the very beginning of the old brand turn, inherit the tradition at the same time, through the insight into the current demand to develop explosive products, now Shou Quan Zhai has entered the second stage, how to make this old brand truly evergreen, and inject young vitality, Shou Quan Zhai's choice is to upgrade the company's positioning, the goal from a vertical crowd of subdivision brands, into a target audience of a wider range of fast food and beverage brands.
This is not easy, but actively embracing new consumption and joining mainstream competition can also make the old brand burst out of greater value.
Product and brand upgrades are only the first step for Shou Quan Zhai to tap the value of time-honored brands. With the enhancement of national self-confidence and the rise of national tide culture, the eight words of "Oriental Food and Drink, The Way of Health" also contain incomparably huge space and user value.
And this time inviting the Olympic women's epee champion Sun Yiwen as the spokesperson of Shou Quanzhai is not the beginning of Shou Quanzhai's "heavy sword attack".
On the one hand, the brand culture and the Olympic spirit of the fit, in the 1984 Los Angeles Olympic Games, China won the first fencing Olympic gold medal, ending the situation that Europeans dominated fencing for 88 years, and since then, it has won the world fencing championship many times, Shou Quanzhai as a brand with a history of nearly 300 years, and why not grind products for many years and forge ahead.
On the other hand, the health and health concept advocated by Shou Quan Zhai is also in line with the strict diet and nutrition needs behind the Olympic champions, and can be recognized by the Olympic champions, which is the best endorsement of the high quality, safety and health of Shou Quan Zhai products.
"The strength is renewed, the sword refers to 'Ginger'", just as Sun Yiwen's endorsement, the upgraded Shou Quanzhai is bound to open a new pattern under the brand concept of "Oriental Food and Nutrition".
In the past few years, many new brands have begun to excavate traditional culture and create national tide products, and brands such as Shou Quanzhai, which has a rich cultural heritage, seem to be more likely to become a "champion brand" in the true sense under the trend of cultural rejuvenation and the rise of the national tide.