The data shows that from 1949 to now, 90% of time-honored brands have disappeared in history in the tide of the times. These old brands blindly entered the market, not only failed to please the younger generation of customers, but also lost loyal old customers, resulting in two people not buying it.

Fortunately, Sullivan didn't lose himself. On 20 15, Yan Xiaojing began to take over Sullivan and asked how to run the store well. Her parents said to her, "Do a good job of quality, make a taste, and then promote it. Because this is the taste that many people remember, they will buy it repeatedly. " This sentence is deeply imprinted on her mind.

Until now, Sullivan has never failed in production technology, product quality and sales channels, which makes its users repurchase very high, and most of them are old customers.

Although the epidemic in 2020 dealt a great blow to physical stores, Sullivan opened four new stores in 2020. Two stores have been added this year. According to Yan Xiaojing, their stores are operating in good condition.

But the market is constantly changing. Only by grasping the hearts of young people can we gain a foothold in the future. Yan Xiaojing, born in 1980s, actually understands this truth. On the basis of stabilizing loyal old customers, the young man began to rearrange the store.

Post-80s "Renaissance" Time-honored Brand

"There are bound to be many aspects to be adjusted in the transformation of old brands." Yan Xiaojing said, "So we choose to improve and upgrade the store from three aspects: product research and development, packaging reproduction and promotion channels."

Eliminate old products, develop new products, and create new tastes that young people like, while retaining the tastes in memory. "The disadvantage of our Chinese cakes is the high sugar content and oil content. Nowadays, young people attach great importance to "health" and don't like to eat cakes that are too sweet. " When it comes to the gap between traditional cakes and young people, Yan Xiaotong is outspoken. "So we have begun to adjust our products, eliminate those old products that are not representative and have relatively small sales, and use these costs to create new flavors that young people like, such as egg yolk crisp, snowflake crisp and fluffy rolls."

Secondly, packaging reengineering. Before Yan Xiaojing took over, many of Sullivan's products were sold in the form of loose names. For the old Changsha people, scattered names mean rich benefits, but for young people who take the face value as the standard, these are actually not very attractive. Now Sullivan's products are mostly pre-packaged, exquisite and beautiful, and many tourists will choose it as a gift to take home.

"I was worried that the older generation of customers would be reluctant to buy, but we found that the old customers would only feel that the appearance of the products was getting better and better, and they would have a good face when they bought them back."

Finally, the promotion channel. In this era when people can queue up for two hours as long as Tik Tok and Xiaohongshu catch fire, Sullivan seems to be in no hurry to follow suit. "We opened Tik Tok and Aauto more quickly, and also participated in the live broadcast, which played a very good role in the sustainable development and innovation of the old brand. They are all very important and indispensable. " Yan Xiaowu said, "Although we are making slow progress in these new fields, I think all promotion should be based on products. Only when the taste and quality are guaranteed will it lead to re-purchase. This is also a philosophy of survival that Sullivan has acquired in his business for more than 70 years. "

As time goes on, the market will change constantly. Sullivan has experienced ups and downs for decades, and what will never change is that the inheritance of the old brand continues.