"Head Maju Yuan, inline foot up, wearing a Swiss water beetle Cheung." Unlimited once the old and famous scenery, and now every one hundred old and famous, there are 70 just to get by, 20 bankruptcy, and only 10 unsatisfactory. Old name, the condensation of the national spirit, history, culture, geography attribute gem is precarious. Old and famous, how it?
1, old and famous question
1, Yilaomailao
Long-established "old" is its most prominent feature of the old process, old products, old packaging, old system, old store, old site, and even mass male, communication within the non-transfer of foreign ... ... honored as an oldest old Mao-the-year old old-fashioned crossing stood bewildered new era. Always a cultural, traditional, should pass on, but not blindly innovation heritage is rigid and can only stand still. Consumers are not used to the consumers, so that they may receive a fixed grid in decades or even hundreds of years ago, consumer products, easier said than done?
2, the lack of enthusiasm for service
Into the old and famous, the greatest experience of most consumers is "cold." Honored were not enthusiastic about the service is recognized. Attendants are always indifferent towards the consumers, great "My stuff is good, you love buying a" of the posture. Here, feel the smiling service, experience no "customer is king", but depends on the consumer waiter's face, so that the service who want to do so again?
3, Hand workshops have
As a small-volume or handmade, long-established production, quality is often a lack of stability. For example, Texas braised chicken is completely manual skills, there is no standardized formula in the core management, can not form standardization, industrialization, and every cook out the taste is different. Therefore, long-established gate, often waiting in line to see a spectacular sight.
4, single product,
This is a unique decision by the long-established art, but can not meet the current consumption of the main youth fashion emphasis on diversification of individual choice. In a "long-established if the launching of new products, the respondents would go to try," the survey respondents, 40% said they would, 37.5% said they would not, 22.5% said they do not care. Explain most of the people honored the innovative positive.
5, weak trademark protection
Old and famous trademark issue has nothing new, trademark abuse, theft occur. Putting aside the heroic, Wang, just seeds, white home fans in foreign countries to facilitate malicious cybersquatting, one is the master of a multi-brand, long-established in the Wo Lidou counterfeiting is not uncommon, Wang Mazi, Wuliangye, Guan Sheng Yuan ... ... This phenomenon has been, is and should continue (currently there are many old and famous for related products not registered), can not help but look for the old and famous have knocked the alarm.
6, the lack of brand awareness
General long-established companies that own the old sign is the cash cow, that their products are passed down for many years, as long as good quality, genuine, not afraid not sell, so do not pay attention to publicity, marketing their products. Does not know that brand in the market economy, economic transition to a situation, the product of inherent differences in function and quality has been getting smaller and smaller, not be accepted and recognized consumer brand system, enterprises will eventually be submerged.
Second, old and famous food brands Mistakes
1, can only be sold to the elderly, young people do not accept.
"Our consumer group is the elderly." It is almost all the old and famous description of the target population. Is long-established products can only sell to the elderly? Look at America's old and famous "McDonald's", just enter the Chinese localization of "children", became the "Children's Paradise", then located in the "Youth" has become "the best party places frequented by "one.
2, only local sales, subject to regional restrictions.
Long-established regional is widespread, and many old and famous are "regional specialty" itself, which greatly limits the development of the industry, even more frightening is that consumers buy in other places that are fake, such as: Tianjin, "10 Eight Street "cannabis, Wuxi" Old Lu Gao Jian, "ribs, etc., are other ports in developing markets encounter those problems. After a few tentative promotion, encountered difficulties, simply put themselves locked in a local.
3, the consumer eating habits I have this product, and can not be changed.
In many "old" company, the product is still the core of the largest competitive, some companies a taste, a land that for decades a century, the World Brand Lab news: that the old and famous product is the taste, for the is not a long-established. Today's society is a rich society, consumers like to try different products taste fresh product experience required.
4, consumers like the old faces, a change might not recognize.
This is impeding a lot of "I" Business development of important reasons, not looking from another package for decades, or even deliberately packaging of "very soil," they think "great culture" feeling. Some deliberately get some "rough paper" direct bag of food, is even more frightening, that paper itself without sterilization, it is easy to "sick with the paper into." But, companies that people think this is the authentic, for several decades, can not be changed. Some Menlian have "white" to "yellow", but still insisted that "consumers prefer" can not be changed.
5, the old history and culture is the greatest selling point.
History and culture is good, a business live for decades, even centuries, has been known, of course, the "story", but consumers are more concerned about what these cultures and their relationship to you to the local consumption, to give What I? Chinese saying goes: a true man not past glories. More about the history, culture, explain what you are now less likely to market the more unsatisfactory, in the course of the operation of the market, history is the embodiment of culture, the reality is more important as consumers now prefer dealing with people like themselves, as a friend.
Third, how old and famous "young-old"
How honored under the new economic revitalized, has a general concern of the community, government departments is to support the policies introduced, it was even proposed, "the long-established as protected as relics." The need to protect the old font, old and famous should be protected, but not only protected enough, if only protection, not work, old and famous may have to become an antique, stored in a museum.
Re-emergence of old and famous should focus on their own practice, the blacksmith needs to own hard. Since the long-established after hundreds of years to centuries and even the baptism of the remains, indicating that it has its own unique place. If appropriate under the social development of innovative, to make up for their lack of ability to improve their own chance there will be healthy and strong.
1, innovative inheritance, to meet the needs of the market.
To Tianjin eaten "dog eye" on have not been to Tianjin. In fact, "dogs will not" and other old and famous as there have collected from the brilliant to the doldrums, what does it take off again? Dumplings sour. "Dog ignore" the technician who spent a whole year to study the dumplings taste, innovation and variety, lower oil contents, adjusted according to seasonal changes in the production process buns, Chinese dumplings and Western-style cakes, puddings with the sale, the young couple sitting in the bright French windows before, and talk, while casually eating a dog to ignore buns ... ... in the fierce market competition, the long-established requirements change. Products to cater to modern tastes, packaging to fashion, to promote the consumption to meet the modern consumer psychology, management, international competition to keep the trend of innovation in short succession, combining traditional and modern, old and famous after all the development of an effective way.
In addition, the old and famous to abandon the "male female" so some of the erroneous ideas, extensive collection of his disciples, or to use machines instead of hand as far as possible, so you can expand its influence to preserve traditional crafts, also can expand the scale of production scale . Like a chain or franchise business models of these other industries are also worth learning from.
2, to enhance trademark protection, standardized market environment.
In a market economy, the "old and famous" trademark, has become a huge intangible assets, for the old and famous goods and services operation provides rich and value-added. Many well-known counterfeit trademark has become a major killer of old and famous. Enterprises should make full use of all resources to enhance trademark protection. First, we must actively apply for trademark registration, active maintenance of trademark rights, it is only through the registered trademarks protected by law. Many enterprises were registered by trademark is not registered, but were criminals advantage of the loophole. Trademark registration is an important process take preventive measures can not be ignored. Second, the long-established mechanism should be established within the enterprise, improve the sector, with specialized personnel, fully comprehensive grasp trademark registration information, to detect harmful enterprises registered trademark of the poor, in the first to respond and take measures. Then, the relevant government departments should continue to increase the long-established trademark protection against unfair competition and safeguard the legitimate rights and interests of old and famous.
3, active brand, into modern life.
Due to the reasons, I visited many old and famous food companies, "honored" to be called the old "shop" and not let the old brand, the underlying reason is "closed", size is only one brand is all there. In a sense, "Coca-Cola, Rolex, McDonald's," etc., are considered old and famous, but these "old" and we see the "old familiar" What is the biggest difference? "Live." Not only "alive" to let themselves alive. "Old" should not be a conservative, but should be the precipitation of culture, "old" is not senile, on the contrary should be experienced, a better understanding of consumers, a better understanding of the market.
4, re-refined core values, reposition the company.
At present, China's old and famous enterprise marketing way of thinking is still stuck in the past in short supply, the exclusive monopoly of the era, often using traditional methods and products, trying to satisfy different customer needs. In fact, every customer is different, they have different physical and psychological needs. Need to integrate refining, find the core business strengths and long board, docking consumer demand, and form their own business strategy in order to gain a competitive advantage position.
5, the professional focus, have the opportunity to become the industry leader.
Become an industry leader in a region than the "old" room to grow much larger, long-established for some food, the best way to break the region is: accurately identify an industry, allow themselves to be the representative category. For example, Beijing's "Tao Heung Village" moon cake, Lantern products are long queues every year, the earliest out of stock, that hot scene, but only in Beijing. If 5 years in advance, "Tao Heung Village" moon cake can be used as competitive products, the use of brand, expand outwards, and then copy the store model, "Goodluck" the industry leader in location may not be easy to establish.
Honored at this stage, the overall development of depression, but Quanjude, Donglaishun, singles, flowers bees and other markets in the crowd behind a strong brand for the development of the rise of old and famous brought hope, but also set an example. As long as the old and famous enterprises understand the situation, lessons learned, brand concepts, old and famous enterprises rejuvenation wide open that day is not far off!