Time-honored brand, should I be proud or anxious

The time-honored pastry brand carries the Chinese pastry culture, inherits unique pastry products and pastry skills, has a good brand reputation and cultural heritage, and has distinct regional cultural characteristics.

The "China Time-honored Brand Development Index" research report shows that among the more than 1,100 Chinese time-honored enterprises nationwide, only about 10% are booming, about 40% barely maintain a breakeven, and others are losing money

On the one hand, new-born brands are gaining momentum, and Internet celebrity brands are enthusiastically sought after; on the other hand, time-honored brands are left out and hard to find in the market.

Among the old brands that have fallen behind, most of them have three deficiencies:

One is the lack of awareness of self-change

The second is the lack of brand awareness

The third is the lack of modern marketing awareness

To be called a time-honored brand, should you be proud or anxious?

The national "14th Five-Year Plan" and the 2035 long-term goal outline clearly stated that it is necessary to "protect and develop Chinese time-honored brands, and enhance the influence and competitiveness of independent brands.

But how long can government protection and support help time-honored brands survive? For every time-honored brand individual, the operation and development of an enterprise is essentially a commercial behavior, which should follow the laws of commerce and the market

The revival of time-honored brands should start with three changes:

Change from seeking stability to seeking change, and find a strategic breakthrough point

Shift from product-centric to brand-centric, reshaping consumer perception

From selling products to selling experience, you can hold onto the classics and become an Internet celebrity

All commercial competition is ultimately attributed to brand competition

The unique value of the time-honored brand lies in the "old".