The decline of some of the old firms, to other old firms to bring the reference significance is very large, therefore, the old firms, if you carefully analyze the status quo, combined with the current domestic market environment and the position of the industry in which it is located, it is possible to the old firms of the competitive advantage of the performance. The failure of many enterprises shows that if the old firms do not adjust their thinking and make timely innovations, they are bound to die. For the old, there are eight revitalization strategy:
(a) the situation, play its own advantages, bold product innovation
Future leading companies in the market, are those who are timely product innovation and service innovation enterprises, innovative enterprises, the source of immortality. As the "old" for, rely on the old is no longer desirable, but to repackaging, product and service innovation.
As a food company, grabbing the customer's stomach in order to seize the sales market, over the years, Zhenyuan Tong on the product innovation efforts. Like the company's main product - the traditional "tea food three treasures" is happening "face", for different consumer groups, Zhenyuan Tong in addition to the previous For different consumer groups, in addition to expanding the previous "Three Treasures" into "Four Treasures", Zhenyuan Tong has also developed a variety of flavors of Colla Corii Asini, Lily and Cinnamon, and on the basis of continuing to launch the traditional ganache for the elderly customers, it has developed a chocolate-flavored ganache for the young people.... ...
Zhenyuan Tong also made innovations in sales methods and successfully entered Lotus supermarkets in Hangzhou and Jiaxing in the mode of "shop-in-shop", and several specialty stores are opened every year. It is reported that Zhenyuan Tong's sesame potpourri has won a good reputation in Shanghai, Jiangsu, Anhui and other peripheral markets. And, in the past two years, the sales of Zhenyuan Tong's products have been growing rapidly at a rate of 30% per year.
Qingdao's long-established "Chunhe Lou" hotel, founded in 1897 by the creation of the island city was once a gathering place for dignitaries to host banquets. 1996 around the same time, it once fell into a situation on the verge of closure. After some calm thinking, the operators believe that the old not only should not die, but should be treated as a valuable asset, give full play to their own characteristics, goodwill advantage, on the basis of innovation, so that the old intangible assets revitalized new life. On the Lu cuisine, Chunhe building in the island city can sit at the top, technology, features, visibility has accounted for the absolute advantage, the problem lies in the backward business management methods and food flavors do not seek new. After finding the crux, they first won the bank and financial support, investment of 1 million yuan will be remodeled store, in the original simple and elegant basis, but also into the modern fashion style, according to the characteristics of Qingdao consumers, the market is located in the mass consumption. Then, they make great efforts on innovation, and introduce the characteristics of foreign old-famous brands into Chunhe Lou. Since 1997, Shanghai local dishes of Shanghai Dexing Hall, Zhejiang dishes of Ningbo Scholar's House, and Suzhou Suzhou dishes of Suzhou Yueyue House have appeared in Chunhe Lou, which have made the consumers of various tastes feast their eyes on them. In recent years, Chunhe Lou is also famous for "Chinese famous snacks Chunhe Lou steamed dumplings series".
Wuhan's four Jiangcheng famous snacks species, the Four Seasons Beauty soup bread can be said to be the most innovative. Over the past 20 years, its soup dumplings have developed from a single fresh meat cooked soup dumplings to 12 series, 18 colors and 8 flavors. So that when other old snacks in Jiangcheng are in decline, Four Seasons Beauty is still in style.
Yangjiang's "eighteen children" in the market do not have "Wang Ma Zi", "Zhang Xiaoquan" and other long-established brand contains a deep history and culture, but more than a decade, "eighteen children". "Shibazi" from the perspective of change, to fill more than 10 blanks in the history of the domestic knife, a total of more than 60 patents, enriching and enriching the development of the brand's culture, and more fully embodies the "Shibazi" core competitiveness.
(2) and the city's tourism culture management
"Old" plays an important role in the creation of cultural cities, "old" because of its rich cultural connotations for the city to bring the overall positive effect, and has become a kind of It has become a unique charm of tourism and cultural resources. Therefore, "old brands" can play a role in the city's tourism culture.
From the perspective of tourism culture, tourists are two types: one is to seek cultural differences, such as Europe and the United States tourists, across the sea across the ocean to look for exotic folk customs; two is to seek cultural identity, such as Hong Kong, Macao, Taiwan compatriots and overseas compatriots, in order to return to their homeland, "old" and "search for roots. "The second is to seek cultural identity. Here, the "old" as a deep-rooted culture reflects a unique advantage. Therefore, the old should take the initiative to seek government support, such as in the city's traditional old street maintenance area, on the one hand, to protect the original "old", on the other hand, will be other parts of the city's "old" relatively centralized "old word street". "Old word street". Old Street by the "old" famous, "old" and the old street outlets, set the advantages of human geographic location, focusing on displaying the "old" rich cultural heritage, each complementing the other. In addition, can also be combined with the government's tourism promotions and other activities to increase the "old" publicity efforts, so that the "old" deep historical and cultural heritage to be a household name.
(C) consumer research, upgrade the product
Segmentation of the market consumers are constantly changing, so the "old" also need to study the consumer, and for their own product grade positioning, accurate market segmentation.
Hengdeli, the management of the watch and glasses and famous around the old firm has never fallen "frame", the fundamental reason is that it will be the old intangible assets to give a new connotation. They are located in high-grade boutique to win the middle and high-end consumer groups, Omega, Tissot, Rolex and other fashionable and noble counter, so that Hengdeli, the old face of the customer can cover the old, young and middle-aged.
The old can learn from P&G, Coca-Cola and other operating brands of experience, such as their perennial research on the shape of the consumer, to change the concept of not just focus on the product, to know how to study the needs of consumers, especially consumers are becoming more and more picky today, which is quite important.
(D) increase counterfeiting and anti-counterfeiting efforts to maintain the brand
The rampant corrosion of counterfeits, has been the old and new brand **** with the enemy. Like "Wang Ma Zi" more than 300 years has been counterfeiting, only in the surrounding areas of Beijing, there are hundreds of stores, fooled by many people, relying only on the opening of five authentic chain stores in downtown Beijing, far from meeting the needs of customers and businesses. For the new brand, the situation is no better, according to statistics, the market every day there are 3,000 fake "eighteen children" knife trading, can not be prevented. The fight against counterfeiting has been a top priority, which is urgently needed to strengthen the old in the R & D capacity to drive the improvement of the economic situation, thereby enhancing the technological advantage from the innovation to put an end to the frequency of counterfeiting.
(E) pay attention to the enhancement of brand value
"Old" brand itself is a huge intangible assets, so its advantages should be fully utilized. First of all, we should strengthen the awareness of trademark registration, pay attention to the evaluation of intangible assets, so that the golden brand to obtain the quantitative value of the application. Or can be "old" title rights for public auction transfer or paid period of use, or intangible assets to the name of the investment graft, so that the "old" new vitality.
At the same time, the brand strength is the combination of enterprise brand name and competitive strength. Have brand, not equal to have competitive strength. Only the brand, or only the old ancestors left behind the famous business name, without the actual competitiveness of enterprises, will eventually lose the brand. Old brands need to continue to recharge, pay attention to brand value construction and enhancement. Brand value construction needs to be in the brand image and brand cultural connotation, so "old" need to look at the brand in the minds of consumers brand image and brand value, to find out the shortcomings of the brand construction, and make improvements.
(F) to establish the core competitiveness
Compared with those new to the market, the century-old brand itself is a competitive advantage, but if this competitive advantage can not be reasonably used to create a core competitiveness, the old one hundred years of accumulation still can not play a role, and therefore to establish their own core competitiveness for the old is crucial.
Three or four years ago, Wuhan industry was popular dumpling house, but most of them are closed, Chu Liuxiang dumpling house "better than dumplings," but the more they call more and more loudly. According to its management, "Chu Liuxiang" identified dumplings in Wuhan's market, dedicated to doing dumpling business, by ensuring authentic raw materials, strict quality control in the process, to ensure a unique flavor, the formation of their core competitiveness.
(7) Expanding publicity
In fact, the old firms have the enviable advantage of being old and highly regarded, and only need a little "nudge" to attract great attention from the media and the public, which can be said to be the best way to get a lot of money. Therefore, with the help of deep historical connotations, in the brand publicity to do some articles, will also cause consumers to flock to Wuhan, Wuhan's Cai Linji in the first few years of the chain, will attract the media in this town "carpet bombing", "a big headache".
The old publicity generally low-key, only "Quanjude", "big three yuan" and a few other publicity more momentum. In fact, the brand value of "century-old stores" makes "outsiders" salivate.
(H) the scientific development of chain management
Franchising is known internationally as the third business revolution, it has the ability to rapidly expand business, and does not require huge investment and other characteristics. The old scientific development of chain management, will be able to produce economies of scale. Industry insiders believe that restructuring, take the road of chain expansion is the way out of the old. Have been Quanjude and Donglaishun and other old firms have taken the form of chain, from purely state-owned to joint-stock operations. Among them, Quanjude has more than 60 chain stores nationwide, and Dong Lai Shun has 96. In the evaluation of the country's top ten chain enterprises, Quanjude and Dong Lai Shun two old names on the list. And this chain management method is never handed down by its ancestors, which is called to keep up with the times.