From the old age of the dead to breaking the boundaries of "rejuvenation", the golden lettered signboard of the national time-honored brand has completed a new life by taking advantage of the increasingly prosperous Chinese cultural trend.
The word "Guochao" is the most important clue to the development of time-honored brands in recent years. In 2018, Li Ning, who has turned a loss into a profit, went to the New York Fashion week for the first time, making "Chinese Li Ning" and red and yellow color matching become the light of domestic products in the eyes of Chinese millennials, and ignited strong patriotic feelings of this generation of young consumers who are relatively indifferent to politics; The 600 year old palace museum is the representative IP of "Guochao". It has built itself into a co branding machine, and has become popular rapidly by virtue of IP co branding across multiple product fields. The successive holding of several international brand fashion activities has made the palace museum become an international IP representative again after the last emperor; Laomiao gold, big white rabbit milk candy, Yunnan Baiyao, Laoganma and other brands with historical precipitation and nostalgic feelings have successfully integrated into the "national trend" trend through IP operation, which puts the national style aesthetics into the context of the trend and successfully attracts the attention of young consumers.
The reason why they attract young people is that they can get emotional resonance from nostalgia and cultural root seeking plots in these fashionable old brands. At the same time, the support from the government level and e-commerce and social platforms such as tmall, Jingdong, Weibo, and Shuo Yin have given these time-honored brands a strong driving force on the road to the realization of national trend.
The "China cool" project initiated by tmall aims to enable the continuous upgrading of Chinese brands,
We should promote the innovation and evolution of Guochao culture and make it a world tide, It will become a new way for the world to understand China in three dimensions
Time honored brands, which are distributed in many basic industries such as catering, retail, food, brewing, medicine and resident service, represent the inheritance of Chinese traditional skills and culture and the persistence of ingenuity. Today's fashionable young people are keen on "punch in online stores". However, for many of the elders born in the 1980s and 1990s, it is fashionable for them to go shopping in time-honored stores and buy some snacks and dried fruits to take to their relatives and friends when they are young. In the late 1970s, the "three big pieces" that many people pay attention to when they get married are from time-honored brands, such as watches with "Shanghai" brand, sewing machine with "bee" brand and "flying man" brand, and bicycles with "Flying Pigeon" brand and "permanent" brand. With these, they were considered to be in the forefront of the trend. These brands of products are often very durable, with a "moistening silent" attitude for many people left precious memories. Founded in 1958, Feiyue shoes were the collective memory of a generation of Chinese people After the reform and opening up, modern commercial retail mode and international brands have entered the life scene of Chinese people. Under these impacts, some old brands begin to lose their influence, and capital merger or even disappear in memory is the normal state of time-honored brands in the new era. In the early 1950s, there were more than 10000 "China time honored brand" certification enterprises, but now there are only 1128, only 10% of them are booming. According to the latest statistics released by the 21st century economic report in December last year, Shanghai has the largest number of time-honored brands in China, with a total of 180; Beijing ranked second with 117; The third is Jiangsu Province, with 96. Time honored brands establish word-of-mouth with quality and integrity as the foundation, which is not only the inheritance of an industry, but also the symbol of traditional Chinese business culture. With the changes of the times, the tradition also needs to keep pace with the times while maintaining the original brand spirit, so as not to be eliminated by the rapid progress of the times. As Cao Qunyi, general manager of Shanghai's 110 year old "China time honored brand" qiaojiacha catering and Food Development Co., Ltd., said: "to have vitality, more young people need to like it."
How can we attract the attention of these young people who grew up under the impact of the Internet and the changing culture? It has become a new marketing choice for many time-honored brands to get rid of the "old-fashioned", actively embrace the rising national trend in recent years, and create hot topics on the active social network of young people.
The so-called "national style trend" is a trend style with Chinese characteristics, which is a combination of traditional Chinese elements and modern fashionable design. As patriotism continues to spread among young people, many people will return to the old brand as the first choice for shopping. Chinese children's wear brand Balabala and classic domestic animation Cross border co branding of "havoc in heaven" 2018 can be said to be the "first year of Chinese brands". A number of brands such as Li Ning, the Forbidden City, Dunhuang Museum and so on have been launched into the sea one after another. Relying on the "flow of national fashion", they quickly open up the market among young consumers. However, after a successful start, the so-called "national trend" has also brought a superficial impression to the market - simple pattern printing, single design, failure to form sustainable original creative output and other problems on the table, which have always failed to leave a confident image in the hearts of young consumers and can not really integrate into their life scenes. Their purchase behavior is more out of a follow-up nature, even if there is nostalgia, but can not form a driving force for sustainable consumption. In this fast track to rejuvenate, some time-honored brands have realized the existence of these problems, and deeply feel that they should give more connotation and significance to their transformation. How to turn their profound cultural history into a tool to realize the flow, and how to tell old stories to young people are the primary problems to be solved. In a series of national Chaohua operation, there are three ways to revive the image of time-honored brands. The first is to redesign the brand image. Time honored brands often have their own unique packaging, color and font, and have a high degree of recognition. Redesigning these elements that originally left deep memories with a modern sense has become a new image that young people are willing to buy and take photos of. Qingdao beer, which was born in 1903 and has long been known internationally, redesigned the packaging of one of its white beers last year. Designer pan Hu changed the English "Tsingtao" of Tsingtao from the original serif font with low recognition to the retro English font design style, and the Chinese "Tsingtao" also adopted the same structure and color. The inspiration of packaging comes from the highlight moment when Qingdao Brewery won the gold medal at the Munich Expo in 1906. Pan Hu painted the two ancient Greek goddesses on the two sides of the logo in the form of printmaking. The blue and white overall packaging conforms to the aesthetic of modern people and has no lack of historical details. With the support of tmall, Tsingtao Beer entered the international fashion week With several generations of "three gun underwear" is also actively upgrading products to a more fashionable direction. In 2019, they will change the logo of the original red love pattern to all lowercase sans serif in Chinese and English, arranged neatly from top to bottom, more concise and full of youth. At the same time, San gun also issued a magic and retro advertisement, in which the leading characters at home and abroad dressed up as the image of the 1980s, accompanied by "buy one, give it to grandfather; Buy two for my parents; Buy three and send them to my younger brother; Buy some for yourself. " The brainwashing slogan and the picture quality of the transistor TV set, all the products in it are the old stock of three guns in the 1960s and 1980s. In the same year, sangun also invited designer Qu Chuang to carry out a design series called "ingenuity". From the historical database of sangun, we found the fabrics that are in line with the current aesthetics, and made a new appearance of old Chinese products in New York Fashion week. Three guns in New York Fashion Week in 2019 Then, in October last year, with the assistance of Cui Dan, former fashion director of GQ Zhizu and executive editor in chief of Chinese version of GQ style, sangun launched a co branded series cooperation with well-known designer women's wear brand UMA Wang. UMA Wang took creativity and clear style as the direction of cooperation, San gun takes classic brand products and extensive national memory as the basis of cooperation. Under the integration of the two, sangun creates a design that is more in line with the current era, so as to make "nostalgia" a good business and win acclaim. The second way to revive the image of time-honored brands is to cross-border co branding with young brands and IP. Many of the products of time-honored brands are concentrated in food and daily necessities, which is closely related to the life of contemporary young people. Time honored brands actively "hand in hand" some popular brands among young people nowadays, and create impressive "contrast sprouts" to achieve the purpose of rejuvenation. "Ink in the belly" was once our description of cultural people. It was once the necessary hero ink on the table of cultural people. We once co branded "drink ink" with the cocktail brand Rio, and transferred the Retro Red, white and blue packaging and font of hero ink to the glass bottle of Ruiao Cocktail, With the concept of "ink in the belly" as the theme, the advertising slogan is focused on daily small events that young people pay attention to, such as "proposals in seconds, conquering customers easily", "witty words and changing into social Queen". It is enough to take a small video just by picking up the bottle of "ink" and drinking it out. Hero ink and cocktail brand Ruiao launched co branded series The sweet and delicious big white rabbit candy represents many childhood tastes of the post-80s and 90s. In the joint name with the smell library, the sweet taste has been incorporated into the "big white rabbit shower gel". It not only has a light milk fragrance, but also has the iconic image of the white rabbit printed on the package. Big white rabbit has also cooperated with meijiajing, a time-honored brand, to launch a cream flavored lip balm, which combines the original IP strength and strength, and has a new image. After that, they also successively launched hand cream, fragrance, body milk and other personal care daily chemical products, and even launched milk tea flash stores with famous milk tea brands. These co branding actions not only greatly enriched the product categories in IP co branding, but also skillfully integrated with the new retail mode. All kinds of cosmetics and skin care daily chemical products launched by big white rabbit milk candy The third way to revive the image of time-honored brands is to integrate "new styles" into "old products". Too single product type is a common fault of many time-honored brands. However, with the development of the times, young people are no longer interested in the main products of time-honored brands, so it is necessary to bring forth the new in time. Take Tongrentang, a time-honored brand of traditional Chinese medicine, as an example. Last November, it launched a "health preserving coffee" with the combination of Chinese and Western medicine. In addition, it opened an online coffee shop called "punk health cafe" in the East Third Ring Road of Beijing. The taste of the shop has integrated traditional Chinese health food into the coffee of young people's "life extension", such as medlar latte, motherwort rose latte, and so on The American style of hawthorn and tangerine peel is very popular. In addition to the above three points, there is a revival way of time-honored brands that is worth mentioning separately, that is, the so-called "National Fashion Co branding". Neiliansheng, a cloth shoe brand, has jointly launched cultural innovation derived peripheral shoes with popular movies and TV series such as "Ruyi Zhuan" and "big fish Begonia". In 2018, which coincides with the 160th Anniversary of the brand, it also opened a flash store in Sanlitun, Beijing, to attract more young people to understand the time-honored brands. The appearance of "China's Li Ning" in New York Fashion Week led to a revival of the national trend. Later, Li Ning also upgraded its product form, constantly integrating new cultural elements, such as Shaolin martial arts, Taoism and nature, and took ancient books as the name of the series. In 2020, Li Ning and random identities, the personal brand of former Yves Saint Laurent creative director Stefano Pilati, launched a joint brand series, which was released at the Pitti uomo men's wear show. The avant-garde design and visual presentation have obviously changed Li Ning's international image. Last year, Li Ning also went to Dunhuang to hold a show and practiced sustainable fashion. Co branded series of Li Ning and random identities Compared with the creation of new brands, the time-honored brands with profound information have many unique advantages. However, if they can not make good use of these advantages, they will become a chain that hinders them from "flying higher". First of all, time honored brands are good at telling stories. Now many young brands like to use the form of stories to explain the psychological process of brand creation. If you tell a good story, you will be half successful in selling goods. Time honored brands often have their historical stories and development history, and have a relatively broad mass base, which is the accumulation of history, and also a more reassuring guarantee for the public. Gold jewelry series jointly launched by Chow Tai Fook and the Palace Museum Secondly, in this era, in addition to selling goods, time honored brands should also be vigilant against "Li Gui". Many unscrupulous businessmen take the opportunity to rush to register trademarks, brand names similar to time-honored brands, or produce counterfeits, which become "bad money drives out good money" in the market, undermining the original good reputation. Therefore, it is necessary to impose heavy penalties on them, and establish a mechanism to protect trademarks and products in time to protect the uniqueness of time-honored brands. Thirdly, "innovation" does not mean blindly imitating foreign design. The reason why time-honored brands have a good reputation is that the products were unique enough and the design was novel and practical. But nowadays, many objects are no longer suitable for the aesthetic taste of contemporary young people. Some time-honored brands draw on the appearance or design of a star product of a foreign brand, and sell with the slogan of "Ping ti". Although it is possible to obtain sales in a short time, this practice is no longer the original intention of the time-honored brand and loses its original characteristics.
Finally, it is important to win the attention of young people for the survival of time-honored brands, but the needs of the old customers who initially "hold up the popularity" of time-honored brands should not be abandoned. Although this paper discusses "how to update time-honored brands with the help of national tide", the reputation and status of time-honored brands are created by the elders who have supported them for a lifetime. It can be said that without their reputation and love, there would be no time-honored brands today. Today's time-honored brands not only need to win the favor of young people with innovative propaganda, but also need to do their own products as before. This is indeed a more difficult challenge, but once we find the way, the time-honored brand will surely be able to embark on the right road of "rejuvenation".
