However, in today's economic globalization, technological progress is changing with each passing day, and market competition is becoming increasingly fierce. Many Chinese time-honored brands can't adapt to market development due to various reasons such as enterprise system, management and operation, and gradually lose their ability of sustainable development. In 1990, the former Ministry of Internal Trade identified 1600 Chinese time-honored enterprises, but after more than ten years, 70% of these 1600 enterprises barely maintained; Long-term losses, facing bankruptcy accounted for 20%; Only 10% has achieved a certain scale of production and operation with good benefits.
At present, the main reasons for the difficulties in the survival and development of many Chinese time-honored brands are: First, the historical burden is heavy and the enterprise system is inflexible. During the development of China's planned economy for decades, most time-honored brands have been transformed into state-owned enterprises. After long-term development, there are generally more retirees, and some time-honored enterprises have more retired employees than on-the-job employees, which is a heavy historical burden. In particular, the mechanism is inflexible and the efficiency is relatively low. Second, it is conservative and lack of innovation. Many time-honored enterprises failed to carry out market-oriented technological innovation, product innovation and service innovation in time, and gradually lost their competitive advantage, resulting in shrinking market share, which led to difficulties in survival. Third, there is a serious brain drain and a lack of high-quality management talents. Brain drain is a direct threat to the survival and development of time-honored brands. Due to the low education level of employees in many time-honored enterprises, and the unreasonable employment mechanism and distribution mechanism, the phenomenon that outstanding talents from outside do not come in, but the original outstanding talents from time-honored brands flow out has seriously affected the development of time-honored enterprises. Fourth, lack of awareness of intellectual property protection. Many trademarks of Chinese time-honored brands have been widely registered by other enterprises at home and abroad, and there is no strong sense of legal protection. As a result, they have lost their credibility in the eyes of consumers and have been defeated by counterfeiting. Fifth, the lack of modern marketing awareness. Many managers of time-honored enterprises in China have the idea that the fragrance of wine is not afraid of the depth of the alley. They think that as long as the products are good, the quality is good, and there is a certain time-honored brand effect, they don't care about the role of marketing. Therefore, people generally don't pay much attention to selling their own products and promoting their own brands. As a result, they are surpassed by competitors and the living space becomes smaller. Under the condition of market economy in which the media is so developed, in the era when consumers pay attention to brand consumption, without modern marketing consciousness, promoting themselves and selling themselves, it is easy to be gradually eliminated.
Government departments have begun to attach great importance to the survival and development of China's time-honored enterprises. For example, under the new situation, the Ministry of Commerce vigorously launched the "Revitalization of Time-honored Brands Project", which is not only an important measure to implement brand strategy, promote the development of national enterprises and expand consumer demand, but also a strategic task to carry forward national business culture, develop business with integrity and promote the development of characteristic economy, and has important practical significance. The government's attention and promotion have created a good environment for the development of time-honored brands.
However, in the final analysis, the sustainable development and strength of time-honored brands are the behavior of enterprises themselves and the result of the choice of survival of the fittest in the market. Therefore, the key to the development of time-honored brands is to rely on the enterprises themselves to face the market, bring forth the old and bring forth the new, innovate their business development concepts, and at the same time maintain their own good reputation and business secrets, so as to survive and develop in the market competition. In China, there are a few time-honored brands that adapt to the situation in time, innovate and develop, and carry forward the time-honored brands. To sum up the development experience of these time-honored brands, the key is to do the following:
First, establish a modern enterprise system that adapts to the market economy.
The fundamental reason for the survival crisis of many time-honored brands in China is that the modern enterprise system has not been established, and the time-honored companies that are close to the modern enterprise system have often achieved rapid development. Modern enterprise system refers to a modern company system with clear property rights, clear rights and responsibilities, separation of government from enterprise and scientific management. It mainly consists of three parts: first, the legal person property system. Second, the limited liability system. Third, scientific organization and management system. The modern enterprise system makes the separation of ownership and management right based on the company law and articles of association, and the rights, responsibilities and interests of all actors in the company are clearly stipulated by the law and articles of association, which makes the property rights clear. The boundary of property rights between the state and enterprises is clear, which can truly realize the separation of government and enterprise and the separation of two rights. Limited liability system is an outstanding achievement of human system civilization, which is beneficial to both investors and operators. For investors, it reduces investment risks and increases profit opportunities. For operators, they can let go of their hands and feet, operate independently and be responsible for their own profits and losses.
For the sustainable development of time-honored brands, we must gradually establish a modern enterprise system, combine excellent traditions with modern enterprise mechanisms and management methods, and turn time-honored brands into time-honored brand enterprises based on advanced modern enterprise systems to adapt to market competition. For example, in 1996, Hu Qingyutang lost more than 7 million yuan that year for various reasons, and his debt was nearly 1 100 million yuan. In that year 10, after Hu Qingyutang joined the Youth Bao Group to change the enterprise system, the annual increase rate of Hu Qingyutang's profit exceeded 100% in the following three years. Xinhua Bookstore, founded in 1938, was restructured in 2004 to save Xinhua Bookstore with private and foreign capital, which is also one of the classic cases. Xinhua Bookstore Head Office and seven state-owned publishing units such as People's Publishing House, two domestic limited liability companies such as Beijing Boheng Investment Co., Ltd. and British Pecodo Investment Co., Ltd. will jointly set up Xinhua Publications Distribution Co., Ltd., with a total investment and registered capital of 300 million yuan, with Chinese investment accounting for 73% of the total. The company's business scope is the wholesale and retail business of domestic editions of books, newspapers, periodicals and electronic publications (excluding Hong Kong, Macao and Taiwan editions), with a business period of 30 years. The restructuring of Xinhua Bookstore has successfully achieved new development.
Therefore, the key to the long-term sustainable development of China's time-honored brands, like other enterprises, is to establish a modern enterprise system. Judging from the current successful experience, it is mainly to implement the shareholding system in property rights or introduce new investors, and introduce senior management talents or managers in management and operation.
Second, the innovation of marketing model
Time-honored brands can't follow the old rules in marketing, but they need to innovate to develop rapidly. "The fragrance of wine is also afraid of the depth of the alley." Old brands should be good at using various methods, increase marketing efforts and expand the influence of brands. For example, Wufangzhai, a time-honored brand famous for Zongzi, actively made a fuss about Zongzi culture, expanded its brand influence by hosting activities such as Zongzi Festival, and expanded the market of its products by establishing chain stores and entering supermarkets. In 2005, the sales revenue of Zongzi alone reached1.500 million yuan. There is also a successful case, such as the strong alliance between Shaoxing Tapai yellow rice wine and Japanese sake enterprises and the rapid development of the market. Shaoxing Tapai yellow rice wine has occupied 40% of the Japanese yellow rice wine market, ranking first in the export volume of yellow rice wine every year. Its marketing secret lies in adopting a flexible model, cooperating with Japan's largest sake enterprise and using its complete marketing channels to successfully and quickly enter the Japanese market. In recent years, in order to actively explore the domestic market, Tapai yellow rice wine has formed a partnership with Quanjude, and adopted the way of brand alliance, so that consumers can drink authentic Tapai Shaoxing wine in Quanjude store, which has achieved good results.
At the same time, in the modern society with advanced information, the characteristics of "attention economy" in today's market are very obvious, which creates conditions for time-honored enterprises to innovate marketing methods to rapidly expand their brands and improve sales. For example, in 2005, Mengniu cooperated with Hunan Satellite TV to stage scenes of entertainment programs for super girls all over the country, and the advertisements of Mengniu and Super Girl began to sweep across the country. The total investment of Mengniu in Hunan Satellite TV this time reached more than 30 million yuan, but the marketing of Mongolian milk products reached an unprecedented high in that year, and Mengniu's super girl voice achieved brilliant success. In 2004, the sales of Mengniu sour milk was 800 million yuan. Through integrated marketing with Super Girl, Mengniu's sour milk. The combination of Mengniu yogurt and super girls is a typical successful case of innovation in marketing mode and communication mode. Mengniu Group has achieved a brand-building strategy of rapidly expanding its brand and increasing sales. Mengniu, as a new enterprise, can develop through the innovation of marketing mode, and the old-fashioned enterprises can also learn from Mengniu's experience, and can consider changing the marketing mode with products as the core to the marketing mode with communication as the core to realize the strategy of rapidly expanding the old-fashioned brands.
Third, carry out technological and product innovation
Since China's entry into WTO, the market competition has intensified, the international market has been localized and the domestic market has been internationalized, and it has already changed from a seller's market to a buyer's market, which has made the survival and development of time-honored enterprises face greater risks and pressures. The wide application of science and technology in production makes products tend to be high-tech. The market is constantly changing, and the concept of consumers is also changing. Time-honored brands can win more consumers and gain advantages in the competition only by constantly innovating technology, improving product quality and constantly introducing new products. For example, Tongrentang has achieved good economic benefits by applying high technology to the manufacture of traditional Chinese medicine. While committed to the modernization of traditional Chinese medicine, Tongrentang has introduced advanced foreign liposome technology to improve the existing traditional Chinese medicine products and gradually realize the modernization and internationalization of traditional Chinese medicine. It has produced 20 dosage forms and more than 200 varieties of Chinese patent medicines, and has rich reserves of developed new products and new products under development. In recent years, according to the market demand and changes, Tongrentang has further improved the scientific and technological content of its products, paid attention to secondary scientific research, and introduced new products such as sugar-free Ganmao Qingre granules, Liuwei Dihuang concentrated pills, anti-flu effervescent tablets, various film-coated tablets, tablets, soft capsules and other new processes and technologies. With advanced production lines for tablets, soft capsules, concentrated pills, honey pills, granules and granules to meet the different needs of patients, Tongrentang's technological innovation has not only promoted its rapid development, but also promoted the whole Chinese medicine industry in China.
Technological innovation can win the market, so can product innovation. Wang Baohe, a time-honored brand, is a classic case of winning the market through product innovation. First, it is the innovation of wine. Mainly reflected in the variety, packaging and function. 1994, Wang Baohe Winery introduced six varieties of Wang Baohe old wine, including three-year-old Shaoxing wine, five-year-old carved wine and special rice, which injected vitality into the yellow rice wine market in Shanghai and was rated as "the most popular commodity in Shanghai". 1999, Wang Baohe old wine was introduced in three new packages: red festive wine, yellow crab banquet wine and black tribute wine. In August, 2004, in order to comply with the trend of "paying attention to nutrition in diet", the winery used Shaoxing aged wine for five or ten years as the base wine, supplemented by natural raw materials such as ebony and medlar, and produced "Wang Baohe" Shanghai aged wine with health care function, which was favored by consumers and was in short supply. Secondly, it is the innovation of crab feast. Mainly the innovation of crab dishes. On the basis of the fact that freshwater crabs can be picked, bought, roasted and eaten, Wang Baohe Restaurant set up a chrysanthemum crab feast in 1979 10 to let customers taste the crab dishes. Since then, the crab banquets of Wang Baohe Restaurant and Wang Baohe Hotel have strived to win with "newness" in the market competition, and the crab dishes have been renovated year after year. Over the years, hundreds of new varieties have been introduced, including "chicken-coated crab roll", "crab powder vegetable gall", "crab powder fish box" and "chrysanthemum to crab". These product innovations have won the favor of consumers, adapted to the market demand and occupied a favorable position in the competition.
Fourth, carry out service innovation
Service is an extension of products. In industries where product quality, performance and price converge, especially for time-honored enterprises, we should pay more attention to the function of "service" to extend the added value of products, and establish a loyal consumer group and a good corporate image through service innovation. Service innovation is an important part of enterprise market innovation. The so-called service innovation is all new measures that can increase the added value of products to facilitate consumers, such as the increase of service items, the improvement of service attitude, the improvement of service facilities and the innovation of service methods. With the improvement of consumption level, the demand for consumption will be increasingly diversified and upscale. This requires that enterprises should constantly innovate their services to consumers and provide more and better additional benefits to consumers, so as to create business characteristics and create consumer demand. Enterprises must adapt to this requirement and provide quality services to consumers, which can not only enhance their market competitiveness, but also win higher service benefits. For example, Wang Baohe, which was established in Shaoxing in the 9th year of the Qianlong reign of the Qing Dynasty (AD 1744), has gone through more than two centuries of development, from a small wine shop in Shaoxing to an internationally renowned catering brand in Shanghai, and its efforts in "innovation" have run through the whole track of Wang Baohe brand development. Wang Baohe is constantly innovating its services and gradually upgrading its energy level. Wang Baohe's service innovation mainly refers to improving the service to the level of "humanization", so as to enhance Wang Baohe's service brand. The traditional services of Wang Baohe Restaurant mainly include delivering wine to your door and providing convenience for customers in the dining hall. Today, Wang Baohe Restaurant still strives to provide quality service. On holidays or for customers with special circumstances, they buy a large amount of wine and deliver it to their homes. Wang Baohe can also peel crab meat for guests during the crab feast. It is particularly worth mentioning that he enthusiastically cooks crab dishes for the disabled with limited mobility. It is precisely because Wang Baohe has carried out the service concept of "focusing on all customers" and constantly carried out service innovation that it has achieved both economic and social benefits.
In the face of more intense market competition, time-honored enterprises should establish the concept of serving customers, establish a more perfect service system, constantly introduce new service items, improve service quality, and constantly carry out service innovation to promote the development of time-honored enterprises.
V. Reorganizing resources to promote development
The dilemma faced by many time-honored brands lies in their failure to recognize their own resources and re-plan their own resources. As a result, the efficiency of resource utilization is low, leading to slow development and even extinction. A classic case of rapid development of reorganization resources is the Jinjiang model of "asset replacement-flagship building-output management".
"Jinjiang" is a self-owned brand in Shanghai with a history of 70 years. In June 2003, the Shanghai Municipal Party Committee and Municipal Government decided to reorganize the original Jinjiang and Xinya into Jinjiang International Group, and put forward the strategic idea of "convergence and fusion" to make Jinjiang brand famous.
Jinjiang International has adopted the expansion strategy of "promoting by retreating". At that time, Jinjiang International had 42 hotels in Shanghai, accounting for 40% of the total. Revitalizing some local stock assets can activate the increment of the foreign market and expand the expansion of Jinjiang brand in the whole country. In 2004, Jinjiang International began a series of "asset replacement" actions, selling hotels in Shanghai in moderation, freeing up nearly 10 billion funds to buy high-star hotels in other places, from Kunming Jinhua Hotel to Wuhan Jian Hotel Silver Inn, one by one, making them the flagship hotels of Jinjiang brand. Through "asset replacement-flagship building-output management", Jinjiang International has created a new brand-driven expansion model, which quickly swept through China, and regional hotel management companies such as North, South, Southwest, Northwest, Central China and East China were established one by one. In just three years, the number of hotels under Jinjiang has increased from 105 to 208, covering 60 cities across the country. Jinjiang International Group's ranking among the top 300 hotel groups in the world rose from the 47th place two years ago to the 29th place, surpassing Shangri-La Hotel Group and Prince Hotel Group of Japan, ranking first among Asian hotel groups. The World Brand Congress assessed the brand value of Jinjiang as11400 million yuan.
The mode of Jinjiang's rapid expansion shows that as long as the time-honored brand makes overall planning and rational use of its resources, it will have the opportunity to activate the enterprise and achieve rapid development.
Six, be good at using the intangible assets value of time-honored brands
The formation of time-honored brands is the accumulation of consumers' long-term trust in the quality and reputation of their products and services. Time-honored brands have large intangible assets, so we should be good at using the value of time-honored brands to further promote the development of time-honored brands. Hengyuanxiang mode, which realizes rolling development by brand output, is a case worth learning.
Hengyuanxiang, a time-honored enterprise, takes the intangible assets of corporate brand as a link, forms a strategic alliance with potential but inefficient factories, and establishes a powerful marketing network through the franchise mode of "connecting brand, image, investment, characteristics, management and lock management", realizing the integration effect of "designing market, planning market, managing market and owning market", so that the franchised enterprises can join in the brand of Hengyuanxiang.
Hengyuanxiang's unique brand management mode has been praised as "Nike of China" by the industry. Their similarity lies in turning "manufacturing" into "brand": Nike doesn't have its own shoemaking production line, and all its Nike shoes are processed by commission. Hengyuanxiang seeks allies by "waiting for the price to sell" the intangible assets of the brand. Its business strategy is: it doesn't cost a penny to buy land, build factories and equipment, but only takes intangible assets as a link to drive tangible assets to form strategic alliances and establish a benefit sharing mechanism.
Hengyuanxiang brought the expansion of enterprise capital with intangible assets, and walked out of the successful road of using the value of old brands to operate.
Seven, keep pace with the times and enrich the cultural connotation of time-honored brands
Cultural connotation is the "soul" of brand. In recent years, as an obvious cultural phenomenon and a carrier of important culture, brands have attracted more and more attention from entrepreneurs, operators and consumers. On the one hand, some novel ideas have become the knowledge of more and more manufacturers, merchants, entrepreneurs and operators. Cultural concepts such as "half of the brand is culture", "we are not selling products, but culture", "products are temporary and culture is eternal" and so on; On the other hand, for consumers, when they buy those brand-name products, they no longer simply buy products, but pay more attention to the psychological and spiritual satisfaction brought by brand culture. It can be seen that in modern society, excellent cultural connotation is an indispensable element to form excellent brands.
Through the investigation and interview of a large number of time-honored brand enterprises in China, we can see that the time-honored brand is not only a simple concept of high-quality products and good reputation, but also contains rich historical and cultural connotations. Therefore, with the changes of the times, we should constantly enrich and enrich the cultural connotation of the time-honored brand. Excellent brand and culture are inextricably linked. For example, Tsingtao Brewery has obtained the view that "the beer my father drinks is not my beer" through a large number of surveys of consumers. With the changes of the times, the tastes of the older generation are different from those of the younger generation. While innovating new products, Tsingtao Brewery put forward the brand proposition of "passion makes dreams come true" in the new period, with vivid slogan and strong sense of the times, which further enriched the cultural connotation of Tsingtao Brewery with the times.
Eight, proactive brand self-protection.
Many enterprises in our country lack brand protection awareness and legal awareness. In recent years, time-honored brands have been registered from time to time, mainly because the operators of time-honored brands lack the awareness of trademark and intellectual property protection, which in turn leads to the damage of brand intangible assets. In the process of development, China's time-honored enterprises must pay attention to strengthening the awareness of brand self-protection, such as the Guanshengyuan model of brand three-dimensional protection, which is worth learning. In order to protect the famous brand "White Rabbit" toffee, Guanshengyuan (Group) Co., Ltd. has successively registered a series of rabbit trademarks related to "White Rabbit", such as Big Flower Rabbit, Big Black Rabbit and Big Grey Rabbit, and carried out three-dimensional trademark protection for the famous brand "White Rabbit".
At the same time, time-honored brands should also pay attention to online brand protection, and register and protect their websites. With the comprehensive application of network in various industries, the brand protection of enterprises has also shown a diversified trend, and the great value of online brands is gradually emerging. Brand protection also includes the duality of unified protection of online brands and actual brands. At present, many enterprises lack understanding of the importance of protecting brands on the Internet. The well-known brands that have been painstakingly managed for many years have been registered online and used for free, and even paid a lot of money to the registered users, which has caused huge economic losses to enterprises. Therefore, the protection of time-honored brands should be carried out in an all-round way online and offline.
To sum up, first of all, Chinese time-honored brands are fundamentally close to the modern enterprise system, constantly innovating in technology, products, services and marketing, being good at using the value of brands, constantly enriching the cultural connotation of time-honored brands with the changes of the times, and paying full attention to protecting time-honored brands, so that Chinese time-honored brands can achieve rapid development and further carry forward.
/cysc/main/jtfzspsy/shwll/2006 1 1/2 1/t2006 1 12 1_95 19854.shtml