Wang Yao, vice president of the China Federation of Commerce and Industry: The old name must keep pace with the times in order to get a new life.

Original title: Wang Yao, vice president of the China Federation of Commerce and Industry: The old name to keep pace with the times to get a new life
Beijing March 15 news (reporter Zhang cotton) According to China Voice "News Cross" reported that according to statistics, the current national official identified a total of 1128 old Chinese characters, of which 73 are listed companies, including 156 brands. Of these old characters, only 20%-30% continue to grow and develop, most of the old characters operating in poor condition, 10% of the dismal operation. Many old characters are even in the "zombie" state, empty brands, there are no products on the market.
, what kind of difficulties are the "old characters" that we used to know so well? This year's two sessions on the spot to explore the "old" to crack the secret of the difficult situation, to understand the representatives, members of what suggestions.
believe that many people's childhood is not without snacks accompanied. For example, the children who grew up in Beijing will not forget the small bean ice sticks, chocolate, fruit bread and orange soda. For these old characters, sympathizers say that the old characters "live is not easy", critics think that the old characters "should not rely on the old to sell the old". So what's the situation with Laozi? Li Qi, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) and the head of Yili and Arctic Ocean, introduced his industry.
Yili, born in 1906, and the Arctic Ocean, founded in 1946, are two of Beijing's most famous food-based old characters, once a generation of Beijingers "on the tip of the tongue memories." Li Qi recalls that the turning point of the enterprise came in the 1990s, when in the face of Beijing's urbanization transformation had to choose "back two into three", that is, from the second ring to move outside the third ring.
Li qi introduced, Yili is from Guang'anmen Broad Street to Daxing, the south five ring road is still very difficult to walk, to get there for an hour and a half, follow the enterprise for many years of employees have a considerable part of the transfer, precisely in the process of relocation, the diversion of personnel consumed most of the funds.
difficulties have led to the deterioration of Yili's position in the market, which was once popular in Beijing, and the Arctic soda disappeared around 1996. In 2010, Li Qi became chairman of a light food group. He did two things, one was to improve the formula for the Arctic soda, to update the packaging, and to re-appear in the glass bottle of polar bear logo; In bread production, he insisted on not giving up hand-made, supplemented by industrial production.
to this, Li Qi said: "In the product start-up period, growth, enterprises can not be separated from manual production, especially mid-point and bread, hand-made things than machine-processed, taste, taste is much better." "
, the Arctic Ocean has developed a whole new path through self-revolution. Li Qi said, as an old name, old brand, playing love card is enough, but the feelings need to be maintained, and ultimately need to use good products to retain old customers. When industrialization comes, it is still necessary to insist on hand-crafting and improving quality. On Li Qi's emphasis on manual practices, Wang Yao, vice president of the China Federation of Commerce, first affirmed that we must use hand-made to have a feeling, those special products can be remembered is the "old" soul.
re really remembering small quantities of things, " says Wang Yao, a consumer. Popular things you can make money, like Tongren Tang'an Palace Maru 1, 2 you certainly can not buy, but these things are not certainly not, although it is very expensive, but must have, there is on behalf of the quality of the old name itself.
after all, not everyone needs special products, in order for enterprises to really survive the fierce competition, Wang Yao believes that we must rely on large-scale industrial production, with the help of industrial intelligence manufacturing means, the liberation of labor, there are people to continue to work in the field of manual labor.
Wang Yao believes that the old name needs to keep pace with the times, to do a part of the industrialization of things, suitable for mass consumption, but also to do a part of custom things, suitable for small-scale consumption.
"old" was once also "new", the reason can become the old name, the most started because it can win the hearts of consumers, the needs of ordinary people is the production of the baton. Consumers have changed, and businesses need to turn around at the right time.
Wang Bingsheng, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) and a professor at Beijing University of Commerce and Industry, cites the Hangzhou silk brand as an example of how brilliant Hangzhou was at the beginning of the last century, when the founder learned a new manufacturing technique from Japan and brought it to China to lead it into silk making. But now the enterprise is very difficult, they are also old-time, but hate to be insolvent.
, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) and chairman of Beijing Yidge Ink Industry Co., Ltd., is troubled by counterfeits. Xia Gangzhai said: "We did a survey last year, 70% of the country's ink is fake." On
this issue, Liu Wenwei, a member of the National Committee of the Chinese People's Political Consultative Conference (CPPCC) believes that the specific laws and regulations to protect the old characters, including the general rules of civil law, competition law, the management system of company registration, etc. should be improved as soon as possible, at the same time, the old name's own legal awareness should also be enhanced. He pointed out that the protection of the reputation and trademark rights of the old characters was essential to support the construction of the ecological level of the old characters.