"The earliest crisis was the arrival of the high-speed rail era." Cui Chen, the new head of braised chicken in Texas, recalled.
Dezhou paji is a group of time-honored brands accompanying the train. As soon as the train stops, this kind of delicious food with regional characteristics can be taken far away with the train, whether it is to fill the stomach or give it to relatives and friends. Wufangzhai was also sold on the platform of Shanghai-Hangzhou line. Trains rumble, dumplings are fragrant, and Wufangzhai has become popular among travelers from south to north.
Nowadays, the fast high-speed rail makes the consumption scene that was once at your fingertips no longer, and the old catering brands gradually feel the first crisis.
According to CCTV financial data, the time-honored brand in the early days of the founding of New China has been reduced to 1 128. Only 10% can be profitable, and 90% are difficult to operate.
Touching the net has become the first step in the transformation of time-honored brands. The data shows that there are 1 128 Chinese time-honored enterprises recognized by the Ministry of Commerce, and there are more than 700 Chinese time-honored enterprises on Ali retail platform, among which more than 400 Chinese time-honored enterprises have opened flagship stores on Tmall.
"Another crisis is that we doubt whether young people will buy zongzi or other traditional products like us." Wei Xu, deputy general manager of Wufangzhai, told Science and Technology Planet that he has been worried about the future development.
Time-honored brands have opened the way to success. The first step is to learn from young brands.
Co-branding is the first step of time-honored brands, and traditional festivals have become a battleground for time-honored brands. In the Mid-Autumn Festival just past, time-honored brands used holiday hotspots to engage in joint branding.
Beijing Daoxiang Village is the most direct, directly hand in hand with Yuan Qi Forest. Wufangzhai found ByteDance, an Internet giant, and cooperated with the China Cultural Relics Protection Foundation to customize the Yongle Liufangnuo mooncake gift box to support the restoration of China's precious ancient books such as Yongle Dadian. Suzhou Daoxiang Village, together with the Peace Elite, launched the Mid-Autumn Festival gift box "Moon from the Island", adopting the concept of "Airdrop Box Dropped by Plane" to create a sci-fi Mid-Autumn Festival and attract more young users.