After more than 50 years of baptism and cultural inheritance, it has created a "golden signboard"
60 "Guangxi time-honored brands" go hand in hand with innovation
The old brand is the memory of the city and the most grounded cultural business card. Up to now, a total of 60 enterprises in the region have been awarded the "Guangxi Time-honored Brand" plaque by the Department of Commerce of the Autonomous Region. After more than 50 years of baptism, the "golden signboard" cast by this batch of time is inevitably facing reform, development and innovation to adapt to market changes and needs. What are some of the old brands in Guangxi that make you reminisce? Which of the gorgeous transformations of the old brands have amazed you? Guangxi's long-established brand, what kind of beautiful tomorrow will it embrace? Please follow the planning report of the Southern Morning Post and read the "Guangxi Time-honored Brand".
60 enterprises were recognized as "Guangxi Time-honored Brand"
"Guangxi time-honored brand" refers to a brand with a long history, products, skills or services that have been passed down from generation to generation, with a distinct national traditional cultural background and profound cultural heritage, and has been widely recognized by society and formed a good reputation.
In order to further excavate and cultivate Guangxi's time-honored brands, in 2011, the Department of Commerce of the Autonomous Region issued the "Notice on Carrying Out the Work of Identifying "Guangxi Time-honored Brands", promulgated the "Measures for the Identification of Guangxi Time-honored Brands", and established the Guangxi Time-honored Brands Identification Leading Group, which is fully responsible for the identification and related work of "Guangxi Time-honored Brands", and plans to organize the identification of Guangxi Time-honored Brands every two years, and at the same time identify the Chinese time-honored brands that have been identified by the Ministry of Commerce as Guangxi Time-honored Brands. After two years of investigation and preparation, the first batch of "Guangxi time-honored brands" was carried out in 2013, and 27 enterprises, including 9 Chinese time-honored brands recognized by the Ministry of Commerce, were awarded the first batch of "Guangxi time-honored brands" plaques.
The reporter learned from the Department of Commerce of the Autonomous Region that by the end of 2020, our region has organized four batches of "Guangxi time-honored brands" to identify work, and a total of 60 "Guangxi time-honored brands" have been identified. Guilin Sanhua Wine, Wuzhou Shuangqian Turtle Ling Paste, Wuzhou Sanhe Liupao Tea, Yulin Pharmaceutical, Nandan Danquan Wine and other brands (enterprises) familiar to the people of Guangxi were all selected.
This year, the Department of Commerce of the Autonomous Region is organizing the identification of "Guangxi Time-honored Brand" in 2021 throughout the region, further building time-honored brands, carrying forward the excellent culture of time-honored brands, and giving full play to the demonstration and leading role of time-honored brands.
"Guangxi time-honored brands" have a history of more than 50 years
Yang Qingting, a first-level researcher at the Circulation Department of the Autonomous Region's Department of Commerce, introduced that according to the "Measures for the Identification of Guangxi Time-honored Brands", there are strict standards and procedures for the identification of "Guangxi Time-honored Brands". Enterprises that have trademark ownership, have a history of more than 50 years, and have the records of "Local History" and the industrial and commercial license and registered trademark support are considered "old" enough; secondly, they must look at the economic and social benefits of the enterprise, the financial situation of the enterprise is good, the operation is good, there is no violation of law and discipline, and there is no record of product quality complaints in recent years, it is "highly respected"; third, the enterprise must have a corporate culture that inherits the excellent traditions of the Chinese nation and the distinctive regional cultural characteristics of Guangxi.
It is reported that in 2013, when the first batch of "Guangxi time-honored brands" were identified, there were 4 well-known enterprises known to consumers, such as Wuzhou Ice Spring Soybean Milk and Southern Black Sesame Paste, which were more familiar to consumers. "The old brand, the year must be 50 years old, this is a selection of hardware, but also a threshold; at the same time, economic benefits are also a hard indicator." Yang Qingting introduced that in order to verify whether the enterprise is "fifty years old", the expert organizing committee not only starts from the aspects of industry and commerce, but also collects a large number of folk historical materials.
"Although some enterprises have indicated that their creation is in line with the age limit, their historical inheritance is still vague or there are historical faults in the literature. We can only put it aside first, and its historical conclusion needs to be further investigated. Yang Qingting said that even if the old enterprises that are "over fifty years old" will be compared if their social influence is not as good as similar products in their same place of origin.
It is understood that all 60 "Guangxi time-honored brands" in the region were founded before 1969 and have experienced more than 50 years of baptism and cultural inheritance. Among them, the Nanning Sauce Factory, which began in the Qing Dynasty, is the oldest "Guangxi time-honored brand", even in the 9 "Chinese time-honored brands" in Guangxi, it is regarded as a "elder". The main product of Nanning Sauce Factory, Iron Bird Soy Sauce, and Yellow Skin Sauce with Nanning characteristics, are the memories that cannot be erased in the hearts of generations of old Nanning people.
Promote the development and innovation of long-established enterprises
Whether it is a "Chinese time-honored brand" or a "Guangxi time-honored brand", they inevitably face reform and innovation to adapt to market changes and needs. Only by letting the cultural heritage of the enterprise play a better economic benefit, the old brand can prolong its life.
In 2017, the Department of Commerce of the Autonomous Region conducted a comprehensive survey of the development of 49 long-established enterprises in the region. According to preliminary investigations, 25% of the long-established enterprises in our region have a good momentum of development, 59% have relatively stable operations, and the rest are facing greater development difficulties.
In recent years, the Department of Commerce of the Autonomous Region has taken the long-established quality improvement project as one of the key points of its commercial work, arranged funds to support the construction of product display centers, museums and original site protection in Wuzhou, Guilin, Nanning and other places, and opened chain stores; organized time-honored enterprises to evaluate the national core brand of Guangxi specialty marketing and Guangxi souvenirs; organized time-honored enterprises to "go out" and go to other places to participate in the Expo, and to build brand influence in groups. This series of measures has effectively supported the industrialization of time-honored brands and promoted the creation of more social, economic and cultural value for time-honored brands.
In order to further carry forward the excellent traditional business culture, inherit unique business skills, protect and promote the long-established brand, and help Guangxi brand building, the 2021 "Guangxi Time-honored Brand" Inheritance and Innovation Development Conference and the "Guangxi Time-honored Brand" Brand Achievement Exhibition, which is guided by the Department of Commerce of the Autonomous Region, sponsored by Guangxi Daily Media Group and undertaken by Nanguo Morning Post, has been officially launched a few days ago, and through the joint efforts of the government, media and enterprises, it will present a wonderful feast of time-honored brand renewal for consumers. (Source: Nanguo Morning Post Reporter: Jiang Baoping)