2006-12-06 06: 23:18 Northeast News Network
When people mention "Chinese time-honored brands", they can't help but think of Beijing Quanjude Roast Duck, Tongrentang Chinese Herbal Medicine, Tianjin Goubuli Steamed Bun and so on. However, the time-honored brands that once flourished in business are now facing severe survival challenges: authoritative statistics show that 70% of the national time-honored brands are "very difficult", 20% are "barely maintained" and only 10% are "thriving". How to get out of the predicament and revive the glory has become a common concern of government departments and all walks of life in recent years.
This year, the Ministry of Commerce began to implement the "Time-honored Brand Revitalization Project" nationwide. According to the plan of the Ministry of Commerce, in the future, we will focus on cultivating "Chinese time-honored brands" with development potential, and take various effective measures to give these "Chinese time-honored brands" appropriate preferential policies to further enhance the independent innovation ability and international competitiveness of these enterprises and brands.
Among the first batch of "Chinese time-honored brands", nine enterprises in our province are among them.
Insiders analyzed that "Revitalizing Time-honored Brand Project" provided new business opportunities for the development of time-honored brand enterprises. When the time-honored enterprises inherit the essence of the brand culture of "China Time-honored Brand", they must seek a way out through innovation and give the time-honored brand new content on the basis of historical brands.
Nine enterprises in Liaoning Province rank among the "Chinese Time-honored Brands"
For nine time-honored enterprises in Liaoning Province, 65438+February 65438+September 2006 is a day worth looking forward to. Because on this day, the Ministry of Commerce will hold the awarding ceremony of "China Time-honored Brand" in Beijing, and nine enterprises in our province will officially become the first batch of "China Time-honored Brand".
These nine enterprises are Shenyang Cuihua Gold and Silver Jewelry Industry Co., Ltd., Shenyang Ganlu Dumpling House, Hongxingtai Fushun Food Culture Co., Ltd., Shenyang Laobian jiaozi Pavilion, Dandong Laotianxiang Pharmacy, Huludao Gao Qiao Vinegar Factory, Shenyang Shenhippo Steamed Dumplings Pavilion, Shenyang Baofayuan Boutique and Anshan Shanghai Xinli Smoked Wax Store.
In April this year, the Ministry of Commerce announced the launch of the "Time-honored Brand Revitalization Project" nationwide. It is planned to re-identify 1000 "Chinese time-honored brands" in three years, and 200 will be identified first this year, and plaques and certificates will be issued in the name of the Ministry of Commerce. The selection and identification of the first batch of "Chinese time-honored brands" began immediately.
On September 30th, the Ministry of Commerce announced the list of 434 "China Time-honored Brand" enterprises, and 9 enterprises in our province were on the list.
In this selection, the Ministry of Commerce not only redefined the "Chinese Time-honored Brand", but also promulgated the "Standards for the Recognition of Chinese Time-honored Brands", which established seven selection criteria: ownership or use right of trademarks; The brand was founded before 1956 (inclusive); Inherit unique products, skills or services; It has a corporate culture that inherits the excellent traditions of the Chinese nation; It has Chinese national characteristics and distinctive regional cultural characteristics, and has historical and cultural value; Good reputation, widely recognized and praised by the society; Domestic capital and Hong Kong, Macao and Taiwan capital are relatively controlled, with good operating conditions and strong sustainable development capabilities.
The reporter learned that in the 1990s, the then Ministry of Internal Trade had identified a number of "Chinese time-honored brands". With the development of economy and society, many changes have taken place in the external environment and internal management methods faced by time-honored brands, and some time-honored brands can no longer meet the needs of modern social development. To this end, the Ministry of Commerce organized and formulated the Standards for the Identification of Chinese Time-honored Brands, and carried out the identification of Chinese Time-honored Brands accordingly. The Ministry of Commerce hopes that through this series of activities, the brand concept of "time-honored brand" will be recognized by more consumers. More importantly, through the joint participation and efforts of time-honored enterprises, industry associations and expert teams, time-honored brands will accelerate the pace of independent innovation and develop a number of well-known brands with independent intellectual property rights and international competitiveness.
According to the plan of the Ministry of Commerce, in the future, we will focus on cultivating "Chinese time-honored brands" with development potential, and take various effective measures to give these "Chinese time-honored brands" appropriate preferential policies to further enhance the independent innovation ability and international competitiveness of these enterprises and brands.
Liu Tiemin, director of the Service Industry Development Division of Shenyang Municipal Bureau of Commerce, explained that "China Time-honored Brand" refers to a brand with a long history, products, skills or services passed down from generation to generation, distinctive Chinese traditional cultural heritage and profound cultural heritage, which has been widely recognized by the society and formed a good reputation. He believes that the identification of "Chinese time-honored brands" aims to guide time-honored enterprises to inherit and develop traditional skills and culture, so that some time-honored enterprises with insufficient development potential can accelerate innovation and form new economic growth points through technological transformation.
Drifting away from the old brand
"Wearing Shengxifu, stepping on old plum blossoms and wearing modesty and happiness" is a description of the status and glory of the old brand in the eyes of old Beijingers. In Shenyang, there are similar sayings, such as "Guangshengtang comes first, then Shenyang City" and "the top of your head is full of happiness and the foot is full of gold".
However, in today's booming market economy, these once brilliant time-honored brands are facing survival crisis and development dilemma.
According to the survey data of China Brand Research Institute, there were about16,000 "time-honored Chinese brands" in the early days of the People's Republic of China. However, due to poor management and frequent closures, this group has dropped to more than 1600, which is equivalent to 10% of the total number of old brands in the early days of the People's Republic of China.
What worries people in the industry is that even these 1600 "time-honored Chinese" enterprises are now experiencing frequent crises. According to statistics, at present, 70% of this group is "very difficult", 20% is "barely maintained", and only 10% is "thriving".
"The well-known time-honored brand' 721phenomenon' shows that under the impact of modern commerce, many time-honored brands in China are facing different degrees of business crisis." Liu Tiemin told reporters.
In 1980s, Qi Shoucheng, a librarian of Shenyang Literature and History Research Institute, made an investigation and visited Shenyang's time-honored brands. In his book, he collected 26 time-honored brands of commercial and catering services in Shenyang. Now facing the reporter, his mood is very complicated: "These 26 time-honored brands are all century-old stores. When I visited, most of the 26 old brands were open. But today, due to various reasons, some time-honored brands have closed down and withdrawn from the rivers and lakes; Some retreat in the alley and stumble; Others have lost their characteristics and lack vitality. "
How many "time-honored brands" there are in Shenyang is still a hard figure to figure out. But what is certain is that most of them are concentrated in the traditional catering and service industries, and most of them are facing difficult competition with their peers.
According to the statistics of relevant departments, it is understood that during the Spring Festival this year, the retail sales of Shenyang catering industry reached 270 million yuan, while the total turnover of several "old brands" in Shenyang catering industry was about 30 million yuan. "Although many time-honored brands have a long history, their influence is limited to the local area and they have not gone out. They are still fighting alone. " Liu Tiemin analysis.
According to the statistics of the Ministry of Commerce, at present, under the increasingly fierce market economy, time-honored enterprises are facing problems such as serious network loss, difficult system transformation and weak market development ability. Some time-honored brands are struggling, hovering on the edge of life and death, and some are gradually disappearing in the tide of market economy.
Time-honored brands have become commercial symbols in urgent need of saving.
What's it like to fade out of the Jianghu?
Nowadays, most time-honored brands are facing great survival challenges, and the fate changes of time-honored brands have attracted the attention of all walks of life. What caused these "century-old shops" to develop into such a situation?
Qi Shoucheng analyzed that he did not pay attention to the promotion of his own brand, and the concept of "wine is not afraid of the depth of the alley" limited the development of some old brands. He said that many time-honored enterprises still believe in the concept of "the fragrance of wine is not afraid of the depth of the alley", and believe that quality is the best publicity, and their own publicity is not as good as customers' reputation, and time-honored brands are the best magic weapon to attract customers. However, under the market economy, people's word-of-mouth has lost its original effect, and the reduction of people's communication makes word-of-mouth publicity unsustainable. Therefore, time-honored enterprises should also change their concepts and pay attention to the promotion of their own brands.
Some insiders believe that the products provided by time-honored enterprises are very fixed, and their unique skills have caused the products to remain unchanged for many years. In this era of pursuing fashion, complacency is out of date, which leads some time-honored brands to be at a disadvantage in the fierce market competition.
Liu Tiemin told reporters that the progress of science and technology, the popularization of mechanized, automated and information-based production methods, the diversification of products and the changes in consumer demand have made some old brands that won by manual skills lose their advantages, and the characteristics of some old brands are difficult to show, and the products are eclipsed; Some time-honored brands do not have a strong sense of innovation and lack modern marketing concepts. These factors make the time-honored brand difficult.
Experts believe that the time-honored brand is indeed a gold-lettered signboard with brilliant connotation, but it also has unavoidable weaknesses: rigid system, inflexible mechanism, backward products, backward equipment and outdated concepts, and most of them have historical burdens of aging personnel, losses and liabilities. If we stick to the traditional system and mechanism, stick to the brands of time-honored brands and rely on a single traditional product to do business, then the gold-lettered signboard will also be eclipsed-this is the fundamental reason for the decline of most time-honored brands.
Yufeng vicissitudes time-honored store
In Qi Shoucheng's view, the time-honored brand is not only a name, but also a part of the city's precious cultural resources. He said: "Shenyang's time-honored brand, after a hundred years of vicissitudes, is an indispensable part of this historical and cultural city. The process of creation, development, prosperity, decline and change of these time-honored brands is not only a witness of history, but also a microcosm of the great changes in Shenyang's history in the past 100 years. "
When it comes to Shenyang time-honored brands, many old Shenyang people will tell a series of them: Neijinsheng, Guangshengtang, Nanxuan and Laojiuhua ... Today, some time-honored brands continue to write business myths in business wars, some still stand in the bustling market of Shenyang City, and some have become people's memories.
Qi Shoucheng took Zhongjie as an example and told the story of yesterday's time-honored brand.
The Central Street was originally named "Siping Street" (meaning "Four Seasons Peace"), and it was officially completed after Emperor Taizong of Qing Dynasty changed the Shenyang City Cross Street into Amethyst Street. In Zoje, there are already 25 famous firms. The original architectural style was Chinese-style buildings with sheds, among which the earlier ones were Tianhe Lisifu, Tianyitang Chinese Medicine Shop, Jishun Silk Museum, Cuihua Gold Shop and Zhonghefu Tea House. Among these firms, Jishun Silk Workshop is the most famous, occupying the position of Shenyang Zhongjie Firm in the late Qing Dynasty and the early Republic of China.
In the commercial history of Shenyang, there are five most famous middle streets: the largest department store-Jishun Silk Room; The largest watch and optical shop-Hendry; The largest pharmacy-Tianyitang; The most famous brush shop-Li; The smallest foreign goods store-Unified City. Qi Shoucheng said that these old brands are clearly visible in old photos.
"19 14, a two-story building was built in the north of Shenyang Zhongjie Road. This is the first building in the whole commercial street, and it is the new address of the time-honored' Jishunsi Room'. Some people may not believe that a small building in those days was far more influential than the current five-star skyscrapers, causing a sensation in half of Shenyang City. People began to talk in surprise:' Ji Shunsi's room has built a building!' Now that you are far away, you can't stop. You have to see for yourself. Who wants to have never been to the Jishun Temple room on the second floor, then you have no knowledge and become a city dweller for nothing. The Jishun Silk Room mentioned by the writer Ma Qiufen in the book Old Shenyang is the location of the second department store in Shenyang today.
Before liberation, there were many old brands in Shenyang, including Beishi. Since the 1920s, merchants in the northern market began to gather. There are countless gold shops, silk shops, theaters, restaurants, baths, pawn shops and so on. Storytellers, opera singers, wrestlers and artists can be seen everywhere; At the same time, dozens of local snacks, such as Laobian jiaozi, Sanhesheng steamed stuffed bun and Shunfayuan fried dumpling, came into being. There are three religions, nine streams, five elements and eight merits here. As long as you have the ability to survive, you can take root in the northern market. Beishi, together with Beijing Tianqiao, Tianjin Quanyechang, Nanjing Confucius Temple and Shanghai Chenghuang Temple, was called the "Top Ten Miscellaneous Places" in China at that time.
"Seventy-two stores on the sixth floor of Sanchun", the popular saying proves that Shenyang time-honored brand once flourished. " Liu Tiemin said: "The tortuous development history of every time-honored brand can deduce many stories, and the time-honored brand contains the history and culture of a city."
Old trees bloom more easily in spring.
Time-honored brands reflect the history of a city's commercial development and symbolize the prosperity of its traditional commercial culture. However, with the acceleration of modern civilization, most time-honored brands have disappeared in people's sight. The same time-honored brand, the first batch of enterprises recognized as "China Time-honored Brand" are also faced with the task of meeting changes and accepting challenges from peers. So, what is the secret of their invincible position in business?
Its enduring secret may lie in the words "sincerity" and "childlike innocence" that continue to this day. This is the way that Shenyang time-honored brands generally follow, and it has been used to this day. "JiShouCheng think. He said that in the past 100 years, the business philosophy of time-honored brands from stumbling to strong development has never wavered, that is, they all regard their own brands and reputation as life; At the same time, tireless entrepreneurial spirit and unique business culture are also the secrets to maintain the long-term operation of time-honored brands.
"In the long river of history, the essence of each period is contained in it, and the attractions of each stage are recorded in the body. This is the uniqueness of the time-honored brand. The essence of our development so far is the word' integrity'. " An enterprise in Shenyang, recognized as the "time-honored brand of China", thinks that they have developed steadily and innovated from the late Qing Dynasty to the present, and their uniqueness is nothing more than: internal unity and product quality; The products strive to be exquisite and exquisite, and the patterns are refurbished; Fair trading, adhere to the credibility; Expand semicolons and be brave in innovation.
In the 1990s, this enterprise made full use of the century-old brand, constantly reformed and innovated, implemented brand strategy, developed chain operation, promoted technological progress and product innovation through attracting investment, and became a production enterprise integrating product development, design, production, wholesale, retail and chain operation, forming a relatively complete marketing network and sales system, with hundreds of commercial customers.
In 2003, the enterprise was transformed into a joint-stock company. It reopened in September 2004, and its sales performance increased by four times compared with the same period of last year.
"Our development should not only restore the old traditions, but also create new ones. If our products want to occupy a place at home and abroad, we must carefully understand the connotation of tradition and innovation. " This enterprise thinks that brand and service are important means for them to survive in the market. Corporate stakeholders explained: "As an old brand, if you want to make the brand attractive to the target consumers, you have to make a big fuss about culture, constantly explore and summarize the cultural connotation of the old brand, and input new elements for the brand; In terms of management, we must also seek a road that is in line with our own development and the objective development of the market. " If we want to develop, we must build brands and innovate brands, instead of relying on the old to sell the old. Since 200 1, this enterprise has gradually explored a marketing model suitable for its own development-chain operation, and used this model to continuously expand the market and improve the marketing network. Its chain network pattern has basically taken shape in our province, with more than 120 chain stores. In the process of developing chain operation, products, services and ideas can be transmitted to the society, so that consumers can understand and recognize the brand.
"The chain stores that bloom everywhere have brought our brand into thousands of households, which not only improved our popularity, but also promoted the operation of chain stores with high-quality products." The person in charge of the enterprise believes.
"Although the reputation of the old brand is very loud, to continue, we must inherit the brand of the old brand and continue to add fresh elements on the basis of inheritance." Liu Tiemin told reporters.
When the revival is in progress.
The time-honored brand with a long history is a "golden signboard", and its accumulated great brand value and cultural value cannot be underestimated. In August this year, the "Top 100 Brand Values of the First Chinese Time-honored Brands" released by China Brand Research Institute showed that the total value of the top 100 time-honored brands in China was more than 46 billion yuan; At the same time, as the carrier of regional traditional culture, time-honored brands have experienced the vicissitudes of social changes and created countless unforgettable historical glories. Therefore, it is of far-reaching significance for the old brand to revive its glory. In order to inherit the essence of time-honored brands, governments at all levels, departments and all walks of life are sparing no effort to act.
In April this year, the Ministry of Commerce announced the implementation of the "Time-honored Brand Revitalization Project". It is planned to re-identify 1000 "Chinese Time-honored Brands" in three years, and it is also planned to promote the revitalization and development of time-honored brands by formulating necessary support and protection policies.
From June 5th to 10 this year, the Ministry of Commerce and National Cultural Heritage Administration jointly issued the Notice on Strengthening the Protection of Cultural Heritage of Time-honored Brands. The "Notice" proposes that it is necessary to effectively raise the awareness of the protection of time-honored brands, and focus on the historical research of time-honored brands and the protection of cultural relics buildings. Local commercial and cultural relics authorities should actively seek the support of local governments and other relevant departments, try to avoid blind demolition of time-honored brands, and try to preserve the original site and original architectural forms of time-honored brands, especially to strengthen the original site protection of time-honored shops. The "Notice" requires that the general survey, planning and protection of time-honored cultural relics should be done conscientiously, and the "Chinese time-honored brand" recognized by the Ministry of Commerce should be given priority in the national key cultural relics protection units. On this basis, local commercial and cultural relics authorities should unite with relevant departments to formulate the protection and development plan of time-honored cultural heritage as soon as possible, and strive to incorporate it into the local economic development plan and the overall urban planning. For old brands located in traditional commercial districts, we should pay attention to protecting the scale and historical features of traditional streets around them, and determine the corresponding protection scope and construction control zone when necessary; For the old brands located in the current key business districts and bustling commercial streets, we should fully consider their specific requirements for the environment, and form a good environment for new commercial facilities to live in harmony with the old brands through urban design and planning.
Cities all over the country are making various efforts to revive the old brands. For example, Beijing has issued relevant policies: starting from this year, the Beijing Municipal Bureau of Commerce will set up special funds for the development of old brands to support the revitalization of old brands in Beijing, and some old brand restoration projects are expected to receive up to 3 million yuan of project funds and discount loans.
Relevant people believe that the revitalization of time-honored brands is not a one-off event, but government actions such as "revitalizing time-honored brands" are undoubtedly new opportunities for the development of time-honored brands.
"However, in order to achieve real development and lay a good foundation for development, time-honored enterprises should practice their internal strength: while maintaining and carrying forward the original fine traditions, they should boldly innovate and actively keep up with the pace of the times, so that the golden signboard of' China Time-honored Brand' can be revived and re-cast." Relevant people stressed.