"The earliest crisis was the arrival of the high-speed rail era." Cui Chen, the new head of braised chicken in Texas, recalled.

Texas braised chicken is a group of old brands that appeared with the train. When the train stops, this delicious food with regional characteristics can be taken to distant places with the train, whether it is for filling the stomach or giving gifts to relatives and friends. Wufangzhai was also peddled on the platform of Shanghai-Hangzhou line. Trains rumble, zongzi is fragrant, and Wufangzhai is becoming 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-fashioned catering brands gradually feel the first crisis.

According to the financial data of CCTV, the number of time-honored brands in the early days of the founding of New China has decreased to 65,438+065,438+028 at present. Among them, 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 time-honored brands on Ali retail platform, of which more than 400 Chinese time-honored brands 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 Tech Planet that he has been worried about the future development.

Time-honored brands have opened the road 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 the hot spots of the festival to engage in joint names.

Beijing Daoxiang Village is the most direct, directly hand in hand with Yuan Qi Forest. Wufangzhai found the Internet giant ByteDance, and combined 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 Peace Elite, launched the Mid-Autumn Festival gift box "The Moon from the Island", and adopted the concept of "an airdrop box dropped by an airplane" to create a sci-fi Mid-Autumn Festival and attract more young users.