To make the younger generation pay and love, "innovation" and "evolution" have become a must for more and more time-honored domestic brands.
A week ago, Zhuye Qingjiu, a 1500-year-old famous wine brand, jointly released two series of new products with the Summer Palace, known as the "Royal Garden Museum", to integrate the traditional historical culture behind the cultural CP into new trend elements. Advocate.
Zhuye Qingjiu not only catches up with the co-branded crossover fashion, but also upgrades products that meet the needs of new scenes. The co-branded "Yihe Four Seasons" uses a small version of 375ml to cater to young people's preference for "little wine". On the other hand, the Qingxiang version uses different vintages of Fenjiu as the base wine, and has been upgraded with quality improvement, hypoglycemia, and essence medicine, aimed at the needs of high-end social occasions.
The traditional culture behind the cultural CP is integrated into the new trend
Earlier, the circle of friends was screened by Tongrentang, a time-honored traditional Chinese medicine brand, as a cross-border coffee shop. The 350-year-old Chinese medicine shop recreated coffee with the concept of herbal extracts, allowing everyone to drink elderberry coffee, herbal latte, etc. branded with Chinese herbal food therapy concepts New coffee.
However, coffee is only one of Tongrentang’s attempts. In fact, Tongrentang has launched a new composite concept store "Knowing Health"-trying to pack healthy eating, medical clinics, physical examinations, and social entertainment together to make it younger and more youthful. Fashionable way to serve current consumers.
After the waves, Tongrentang calls you to drink wolfberry coffee
How to put it, in recent years, time-honored brands have become a trend with the times. Faced with the new and old iterations of consumer groups, playing cross-border marketing and making concept stores, various fancy cross-border joint names are important for the time-honored brands to correct and enhance the brand image, create topics, and bring the brand back to the young people’s vision. means.
But objectively speaking, even if it triggers "explosive" collective memories and heated discussions, the value of brand voice is only a short-term effect. Insight into the new requirements, the introduction of innovative products more heritage, tangible product upgrade is the old evergreen of a sustainable business strategy.
In the past, people paid for the quality of time-honored brands. Now, savvy consumers can be impressed by the taste of "cultural heritage" for a while, but they continue to pay for new products with sophisticated craftsmanship, strong brands and satisfying the needs of current life.
A survey on the development status of Chinese time-honored brands on Alibaba's platform shows that outdated products and insufficient innovation motivation are the biggest obstacles to the further development of time-honored brands.
Data source: Survey on the development status of Chinese time-honored brands on Alibaba platform
In the food industry, it is particularly important to update product tastes and formulas. For example, in response to the current generation Z’s pursuit of novel flavors, the Shanghai time-honored brand Shen Dacheng, which has a history of more than 140 years, has continued to develop a variety of creative pastries while inheriting traditional craftsmanship, creating a variety of Internet celebrity desserts.
In addition, the pursuit of health has to start early is the health of the young people a new label. Zhuye Qingjiu uses high-quality Fenjiu as the base wine. It is born out of the combination of Chinese traditional culture and traditional Chinese medicine. It has a lot of potential to be tapped in providing health and wellness characteristics. The creation of health value is the greatest confidence in the development of time-honored brands like Zhuye Qingjiu with a long culture.
Product upgrade is the most valuable confidence to upgrade and rejuvenate time-honored brands. Under the general trend of consumption upgrading, consumers are becoming more refined, high-end, and subdivided, with consumers as the core, continuously creating more professional, more detailed and more comprehensive product lines, and comprehensively strengthening the core competitiveness of the brand. The foundation for new brands to compete on the same stage.
The new business opportunities of the time-honored brands may not necessarily re-create a major category. Rather, it has the ability to focus on new needs and carry out micro-innovation and partial iteration in mature and traditional industries and categories. And then superimposed a number of innovative gameplay and new skills, really make a lot of old has been "fire up".
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