The new IP image of the White Rabbit According to the Internet

In September, after the "Goubuli" Wangfujing store was delisted, there was a hot search on the topic of "Another time-honored brand in Beijing overturned" recently, and the discussion on "Where to go for the time-honored brand" did not stop.

according to the statistical data of the Ministry of commerce in 2118, there are 1,128 Chinese time-honored brands, but only 11% of them are booming, 41% of them barely break even, and nearly half of them continue to lose money.

the crisis of time-honored brands

how to "rejuvenate" brands?

If you want to seize the future, you must "seize the young"

Almost every time-honored brand can't escape the "shock". The 99-year-old Chinese time-honored brand Wufangzhai also faced the problem of "rejuvenation" before. "In 2116, we felt the growth of the new generation of consumer groups, and also proposed the brand rejuvenation, but it was not really put in place," Xu Wei, deputy general manager of Wufangzhai, said frankly.

the sense of crisis comes from growth. "In the field of traditional zongzi, there is no opponent who can compete with us." But in the new field of food consumption, Xu Wei obviously has a sense of crisis. "Many new brands have not accumulated for a long time, and even have no support from the supply chain system. But doing a good job in product innovation and brand innovation will win the minds of young consumers at once. " Xu Wei's worry comes from young people. She is not sure whether traditional products can attract young people in the future. "If you don't catch the hearts of young people, the brand may go downhill."

Yu Ruixuan, deputy general manager of Tongrentang Health, agrees. "Traditional pills, young people really don't like it, they now talk about' punk health'. We are also thinking in the process of breakthrough, how to meet the needs of young people in this era? " Yu Ruixuan believes that if you want to seize the future, you must "seize the young people."

The White Rabbit has been active in the form of cross-border joint names. We have successively launched a series of cross-border co-branded products in cooperation with French fashion luxury brand "Agnes B.", China National Museum, Hongkong Pacific Coffee and other brands. The most representative is the "White Rabbit Creamy Lipstick" jointly launched by White Rabbit and Meijiajing in 2118. The first batch was sold out for half a second, which once became a hot topic on social media.

the freshmen of time-honored brands

touch the internet, cross the border, new IP ...

Time-honored brands break the generation gap with young consumers

Forward-looking research institute once summarized "the reasons for the crisis of time-honored brands in China", among which "brand promotion can't keep up, and Internet marketing awareness is poor". The old stories of old brands are not enough to impress consumers, and many old brands begin to focus on "cross-border joint names" and "touching the net".

The white rabbit first tried to cross the border in 2115. The French fashion luxury brand "Agnes B." found the White Rabbit, hoping to open the China market in a cross-border way. At that time, their attempts to contact a number of domestic brands failed.

"Cross-border forms are common in foreign countries, but at that time, most domestic brands still hesitated and worried about this model." Shen Qinfeng, deputy general manager of Guanshengyuan Food, said that the White Rabbit did a lot of preliminary research before confirming the cooperation, and the reason for the final confirmation was also very simple: to test the water for "rejuvenation".

This water test has brought new changes to the White Rabbit and opened Shen Qinfeng's perspective. For traditional time-honored brands, the publicity budget is limited and the channels are traditional, but they can bring vitality to themselves through cooperation among brands.

Wufangzhai "strives to be a mudslide in China's advertising industry". In 2118, Wufangzhai, a time-honored brand that is nearly a hundred years old, was successfully released with the magic advertisement "Fat in White, Only Tomorrow". Since then, Wufangzhai has produced more screen-level advertisements-Wufangzhai salted duck egg advertisement (new edition), which is known as "striving to be a mudslide in China advertising industry", and has gained nearly 3.5 million broadcasts in Weibo and bilibili.

In 2118, Wufangzhai's magic advertisement "Fat for nothing will lead to tomorrow" was "caught off guard" by its style and brain holes. From before the cooperation to the appearance of the advertisement, Xu Wei's worries have always been there. "Innovation means anti-tradition. We were afraid of breaking through before doing it, and we have never tried this style." After the broadcast, older consumers said they didn't understand it, but this advertisement unexpectedly gained the love of young people.

Xu Wei's child is born after 11. Every time she has a new idea, she always asks the child's opinion, "What do you think of the font?" "Can you accept this statement?" After communication, Xu Wei realized, "Young people don't reject China food, but lack communication channels and methods between traditional brands in China and young people, just like the generation gap."

In order to break the generation gap, Xu Wei thinks that he can only "keep trying". "Whether we succeed or fail, we can only keep looking for ways and means.

Comments from insiders

Ding Huimin, secretary-general of Zhejiang Time-honored Brand Association and expert of China Time-honored Brand Committee, said: "Time-honored brands can use more new methods to let consumers experience it. This is the era of cross-border integration, and any attempt is worthy of recognition. However, cross-border is by no means a hard piece of unrelated things, but should have their own brand connotations for endorsement. "

Embracing e-commerce

Cultural heritage and creativity are the biggest advantages

In 2118, Tmall released "National Tide Action" to help time-honored brands and domestic brands "touch the net". In the process of contact with time-honored brands, Jinque, the head of Tmall's national tide, learned about the "difficulties" of time-honored brands: they generally face problems such as brand aging, lack of innovation, shrinking market and declining competitiveness. Especially in the era of network and digital economy, time-honored brands generally face the challenge of digital transformation and upgrading, and even some brands have business crises. "How to adapt to the new era" is their most urgent need.

In the Zhima Health Team, the post-91s generation has gradually taken over the role of "leading the way", and their way of thinking and traditions are constantly merging and colliding.

Su Xiaohang, who is in charge of brand and market, is born after 1995. He will not take the innovation of time-honored brands too complicated. "We just want to break the stereotype of the outside world and hope that it will be younger and more diversified."

In Zhima Health Shuangjing Store, there is a punching wall similar to the online celebrity logo-it is more visually impactful to dress up with different colors of in-store packaging boxes. In addition, there are free polaroid and VR experiences, and occasional scented tea tasting. These fancy ideas are all from young employees.

When asked if there would be pressure to wear an old brand, Su Xiaohang simply replied "No". "In addition to lipstick and coffee, the Forbidden City Wenchuang is also changing. They all hope to be younger and catch the young market." He believes that someone must push the game to break. "It is impossible to stand still, right? If you don't break the game, there will always be other companies to do this, which is a very realistic problem. "

how can we impress young people? Jinque believes that in terms of online operation, highlighting the cultural heritage and creativity of time-honored brands is the biggest advantage that distinguishes them from other brands and often touches young people.

comments from insiders

jinque, head of tmall's national tide, said: according to the data provided by tmall, more than half of more than 1,111 Chinese time-honored brands settled in tmall in 2118, and this year, the proportion has exceeded 71%, close to 81%. Time-honored brands that have developed well in recent years have a common feature: they actively embrace the Internet, realize "touch the net for new life" and glow with youth.

New thoughts on time-honored brands

How to balance "inheritance" and "innovation"?

The consideration of "discretion" is very important

How to balance "inheritance" and "innovation" is another difficult problem in front of time-honored brands. Since the cross-border joint name, there has been a question of "consumer feelings" in the industry, which is also accompanied by the consideration of "proportion" by the old brand.

during the interview, several responsible persons talked about the various voices of the brand on the road of innovation, which they thought was "very normal". Yu Ruixuan believes that innovation requires a fearless spirit. Shen Qinfeng said that he would not stop or wait because of various voices, otherwise he would always be a "follower".

"We have tried a lot in this process, and there will be unsuccessful experiences, but it will not affect us to continue to do things that are younger." He said. This process is difficult to "copy" and "learn from". Each time-honored brand is a "case", with its own fields, regions and markets, and the environment and competition it faces are also different. If there is anything to be observed in the innovation of time-honored brands, he thinks it is "cannot be separated from the brand core and culture" and "caution". "After all, it is a state-owned brand. You can't do things that hurt brands and consumers, and then make innovations."

there is often more pressure behind the transformation and innovation of time-honored brands. The idea of "knowing health" took five years from birth to landing. During this period, the Daxing production base of Beijing Tongrentang Health Pharmaceutical Co., Ltd. first built Store No.1 with 36 consumption scenes, and the diet therapy and consultation scenes of Shuangjing Store were extracted and copied from Store No.1.. In Yu Ruixuan's view, shop zero is like a building block, an original model and the first step that must be taken. "We have to make a model first. If nothing is polished, we will open a shop immediately, which is too aggressive."

it's not difficult to open a drink shop, but even if it sounds easy to achieve, there are many problems to be solved in an old brand. During the interview, Yu Ruixuan said several times that it was "too difficult, very difficult". "The most difficult thing in these five years is that you have to make this thing you want, and every link is very difficult."

why is it difficult? "When there is no market orientation, the problems you face are all problems within the team. You also have to consider whether the mechanism allows you to take that step. " Xu Wei believes that this is an unavoidable problem for traditional enterprises in China. "Everyone stays in the original experience, not because they don't want to innovate, but because it is difficult to take that step."

It took Wufangzhai a year to make trial and error from the first spending circle of advertisements to finding its own position. "This may be difficult for many traditional enterprises in China to do. I am afraid that many opportunities will be missed." Xu Wei feels that many time-honored brands dare not "let go to play" like this because of enterprise mechanism problems.

the company's structure and organizational innovation ability are the core elements that Xu Wei believes support brand innovation. "The cognition of the decision-making level in the old brand is very important. To have the determination to break through, you must also have the courage to let go of young people."

(Source: Chengdu Business Daily)