According to relevant surveys, only 10% of the more than 1,000 Chinese time-honored brands have a certain scale of production and operation, good profits, and healthy operations. Nearly 70% of the companies are facing development difficulties, and about 20% of the companies have long-term problems. Loss and on the verge of bankruptcy. What is people's attitude towards time-honored brands nowadays? How can time-honored brands get rid of the dilemma of "having withstood a century of ups and downs but not being able to withstand the baptism of the market"?

# The secret of the inheritance of time-honored brands#

The brand concept rooted in the excellent traditional Chinese culture. Culture is the blood and soul of a nation and the soul of an enterprise. The fundamental reason why time-honored brands can go through the vicissitudes of time, maintain a century-old foundation, and show strong vitality is that they consciously inherit the excellent traditional Chinese cultural genes in their corporate philosophy.

Names such as Tongrentang, Zhang Yiyuan, and Wu Yutai all come from the "Book of Changes". Tongrentang is named after the "Tongren Gua", which means to advocate the benevolence and righteousness of doctors with "Tongren of Heaven and Fire"; Zhang Yiyuan is named from the "Qian Gua", which is intended to advocate conforming to the way of nature with "Yuan Henry Zhen"; Wu Yutai is named after "Tai Gua" means "small to big" to express peace and prosperity. Tianfuhao's "people's hearts are self-evident, kindness is like family", Tongshenghe's "working together, harmony brings wealth", Quanjude's "gathering virtues", Yili Food's "righteousness first, profit later", all advocate "prosperity with virtue" Business and integrity are the foundation.”

It can be seen from this that to inherit a time-honored brand, we must first inherit the concept and spirit. In the modern business environment, faced with the phenomenon of dishonest management in the market, the cultural concepts and business ethics adhered to by time-honored brands are particularly precious.

The craftsman spirit embodied in unique skills. In contrast to the consumer society's pursuit of "short, flat, and fast" instant benefits, the pursuit of craftsmanship behind time-honored brands is meticulous craftsmanship and excellence.

In traditional society, craftsmen only do one thing in their whole life. From being unfamiliar to being proficient, from being young to being experienced, they strive to do their best in everything. Whether it is the ancient saying of Tong Ren Tang, "Although the preparation is complicated, we must not save labor, and although the taste is expensive, we must not reduce material resources." or Wu Yutai's ancient saying, "The production is afraid of not being perfect, and the harvesting is afraid of not being enough." All reflect the time-honored brand's emphasis on quality. hold fast. Whether it is the strict limit of 81 stitches per square inch for inline-made mille-layer fabric shoes, or the 17-step process from the beginning to the completion of an ordinary nave framed by Rongbaozhai, behind every step is a commitment to customers .

In the era of large-scale industry that is full of impetuosity and noise and emphasizes machine production and efficiency first, the whole society's admiration for craftsmanship reflects the scarcity of "craftsmanship quality" products. The spirit of craftsmanship is the working principle of excellence, pursuit of quality, and attention to details. It is the professional ethics of concentration and continuous cultivation, as well as the aesthetic and spiritual temperament formed in the process. People's favor for time-honored brands is not only recognition of craftsmanship, but also expectations for high-quality products.