At present, the old name is officially included in the selection of important intangible cultural heritage, and is supported by state protection and policy. The old name has great historical and cultural value. However, the old name is not a cultural relic and a relic. It is an economic activity entity, which is bound to accept the baptism of market competition, the big waves and the survival of the fittest. In order to transform the historical and cultural values ​​of the old brands into market values, they must be transformed into modern brands. First, the path choice of brand transformation After a long period of management, many old brands have formed special techniques, strict quality control methods, good tradition of honesty and unique business culture. Such as Rong Baozhai's "wooden watermark", Tong Rentang's "construction of the production will not dare to save labor, although the taste will not dare to reduce material resources" ancient training, Hu Qing Yutang's "alarms", Liu Biju "Jiandao must Qi "Six must" rule, Wu Yutai's "self-collecting, self-satisfaction, self-spelling", "three-self", inline Li Sheng's "Reading in the sequel", etc., are all old-fashioned housekeeping magic weapons. However, most of the old-fashioned production is not standardized, traditional crafts cannot be connected with modern technology; the operation is super-stable, the target market is narrow; the means of communication are backward; the image is aging, lacking vitality and sense of honor, and cannot produce the market effect that modern brands should have. The transformation of the old brand to the modern brand requires a reasonable path based on the advantageous resources and shortcomings that have already been formed, to foster strengths and avoid weaknesses, and to gain cultural advantages in competition with emerging brands. Brand strategy choice 1. Rely on the old and sell old. Using traditional skills to serve the high-end market, it is suitable for the old brands that still have core competence and certain consumer groups. The old fonts that choose this path need unique core skills, attractive cultural connotations, and high-end markets with strong spending power. The continuous operation of the company can reflect the scarcity of the product scale. Some of the old brands that don’t have core technology but still have a charisma in terms of reputational influence are also suitable for this path. For example, the traditional handicrafts with collection value and cultural value, such as the production of enamel, the wood-based watermarking technique of Rongbaozhai, the repairing skills of the ancient books of the è‚„é›…å ‚, the ink of the ones, etc., are all unique resources owned by the old brands, and the emerging enterprises will not It is impossible to get involved in this traditional field that requires long-term historical accumulation, so it can give full play to the advantages of the old brand and carry out development and revival. Although this part of the market is limited in size, it is not a problem to meet the survival of traditional enterprises and the development of appropriate scale. 2. Rely on the old and bring new. Utilize traditional products and high-end brand image to radiate new products and consumer markets, and apply to old brands that still have core capabilities. The old brand that implements this strategy needs to have the core technical capabilities to serve the relevant market, and its tangible products and services can provide strong image support for new market extensions. Because the old brand lacks capital strength in expanding new markets, it can use the way of introducing strategic partners to operate together, but the old brand should occupy a dominant position due to its advantages in core competence and brand. Although the old brand is mainly based on the production of traditional products, in the fields where food, catering and tea are still necessary for modern life, although the product form and service mode have been separated from the times, the quality and core technology of its products are still Consumers agree that it provides the foundation for developing derivative products. For example, Zhang Yiyuan's tea drink can rely on Zhang Yiyuan's good reputation and technical advantages in the tea field to occupy a place in the highly competitive beverage market. 3. Rely on the old and sell new. Using the historical accumulation of old brands and brand associations to enter new business areas, it is suitable for the old brands that have lost core technology and the original consumer market. The core of its strategy is to make the brand of the old brand bigger, and to use the sense of history and legend that ordinary companies can't replace to impress consumers. In adopting this strategy, since the company basically loses its ability to continue to develop in terms of resources and technology, it is possible to introduce partners to jointly operate and give the other party the dominant power, but it is necessary to pay attention to the maintenance of the brand image. Brand extension focus The implementation of the above two strategies of relying on the old and relying on the old and selling new, involving the issue of brand extension, therefore need to pay attention to: 1. Moderate scale. Pursue the scale effect of modern brands, break through the small production scale of hand workshops, increase the scientific and technological content, standardize the technical production process, expand the scale, and exert the chain advantage. Of course, it is not advisable to blindly seek for it. Because most of the old-fashioned business has its own characteristics, but the basis of large-scale production technology is poor, the market is limited, and blindly seeking for a long time, it will not be fast. The old name should pursue a higher target market share based on brand personalization. 2. Prudent diversification. In the process of transforming into a modern brand, the old brand should continue to promote industrial upgrading and product innovation on the basis of insights into market changes and technological changes. Under the trademark banner of the old brand, through the necessary specific brand extension, the diversified business exploration will be carried out. Realize the evolution, transformation or expansion of the market. But the old-fashioned leap from unitary to diversified is a life-and-death bet, either successful or failed, so it should be very cautious. When it is necessary to carry out specific brand extension, it is necessary to have an objective understanding of core competence; to extend the brand to accurately locate and strengthen the relationship with the core brand; to adhere to the consistency of the brand concept, and not to conflict with the core value of the core brand; The product quality and service of the extended brand should be consistent with the core product; the extension should consider the limitations of its own resources and promotion capabilities, especially the brand output, commissioning, and absorption of the brand, and strict management of the extended brand. 3. Active internationalization. The real brand is the concept of internationalization, and the transformation of the old brand to the modern brand must pass the international customs. The old brand should continue to enlarge its own cultural content, and work hard on technology internationalization, capital internationalization, resource internationalization, market internationalization, talent internationalization and management internationalization, so that the old brand is a simple standardized product that conforms to international common standards. And service, without losing Chinese culture. Market positioning choice In connection with the above brand strategy, the old brand brand market positioning has two main paths to choose from: 1. Popular market positioning. Some enterprises follow the changes in mass consumption habits, adaptively change their own business and production patterns, and always follow the mainstream consumer groups, as the mainstream consumer goods. For example, Coca-Cola has launched different advertising appeals for the psychology and needs of consumers of different eras, ensuring that Coca-Cola is always a mainstream drink. 2. High-end market positioning. Due to the limited production capacity of large-scale production and the lack of competitive advantage in the mass market, some enterprises rely on the traditional brand and cultural connotation advantages to cut into the high-end market. Although the scale is small, the profit rate is very high, and they always maintain a guiding role in the social development trend. LV, Hermes is such a category. Of course, because some old brands lack the capital of large-scale production and the innovation ability of manufacturing high-end products, products also lack the potential to expand the consumer population. Some enterprises adopt a more practical strategy according to their own strength, and concentrate resources on meeting certain regions or specific The demand for the crowd, through the development of differentiated products and services, on the basis of maintaining scale and profit level, has always occupied a place after the market storm. For example, some small and medium-sized wineries in Europe, although their production is limited and the grades are not high, they enjoy high prestige and stable demand among the residents in the region. Even if they face the constant impact of industrial products, they still maintain their own characteristics. And market position. Special products such as Beijing bean juice can also refer to this development path because of the small consumer population and limited development potential. Redefining the "ecological niche" According to the theory of ecology, living organisms of different sizes live together in a ecosystem, interact with each other, and constrain each other to form a balanced system; each organism in the ecosystem has a specific niche, that is, each organism has resources. (Food type, food size, etc.) and the choice of environmental variables (temperature, humidity, etc.) constitute a collection; the animal predation in the ecosystem has "specialization" and "generalization" phenomenon, the so-called "specialization", namely In a food-rich environment, predators give up inferior foods (such as the monosexual nature of certain mammals). The so-called "generalization" means that when good resources are insufficient, predators tend to form omnivorous or polyphagous. The social economic system constitutes an ecological circle in which various groups of enterprises live together, depend on each other and compete with each other; each company has its own customers, suppliers, alliances, partners, and competitors. Intruders, substitutes; some companies eat specialty food, some companies eat omnivores. The ecological environment at the time of the birth of the old name and the current ecological environment have undergone essential changes. In order to survive in the new environment, it is necessary to identify the niche that can exert its own advantages on the basis of analyzing the characteristics of the new environment. Prerequisites for brand transformation. Only holding the old culture, products, management and service methods in the past, can not be changed due to the situation, must be eliminated; have the courage to change, but there is no established direction, originally a kind of "special food" is enough to enjoy, but no extension or Abuse of "brands" and management of "generalization" can only lead to destruction. Innovation core value The core value of the brand is the origin of the brand marketing communication activities. For example, Rolls-Royce is "the mount of the royal aristocracy"; BMW is "the pleasure of driving"; Nestle coffee is "very good"; Marlboro is "the western cowboy"; Nokia is "technology-oriented"; Gillette is " The choice of men"; Tong Ren Tang "same fellow Rende, help the world to health"; Maotai "making a high-quality life." Procter & Gamble is very clear about the core value of its brand: Shufujia is "effective in removing bacteria and keeping the family healthy"; Pantene is "healthy and bright"; Hushu is a "cleaner, more dry care feeling". Despite the constant innovation of these branded products and the continuous promotion of advertising, the promise of core values ​​is always in the same line. In the brand transformation, the old brand name must also advance with the times, realize innovation on the basis of inheritance, and reflect the spirit of the times. Specifically, it should meet the following conditions: one must be unique, easy to identify, and cannot be imitated; second, it should reflect the care for human beings, shock the hearts and minds, and close the distance between the brand and human emotions; three must be executable, as a value proposition Can be specifically materialized in products and services; four must be compatible with all of its products, compatible with the different emotions of contemporary people. Manufacturing "brand black box" Some unique technologies created and accumulated by the old brands, such as secret recipes, special crafts, equipment, unique production processes and business processes, and unique service skills, are the old-fashioned intellectual property rights of the old brands. However, due to the lack of standardization of these unique technologies, most of them rely on the oral inheritance between Master and apprentice, and the lack of protection. There have been many misconducts, misrepresentations, and leaks, which have seriously affected the development of the old brands. In order to quickly form the brand competitiveness of the old brand, it is necessary to enhance the technical strength while inheriting and innovating culture and strengthening management. One of the important ways is to protect and develop independent intellectual property rights and create a "brand black box", just like Coca-Cola has a mysterious "7X". Just like Rentang's special formula and crafts, the unique technology of Dujude's duckbill production and roast duck equipment, Yueshengzhai “seasoning packageâ€, etc., can be connected with modern technology to promote technological innovation and standardize the original scattered and non-standard technology. Standardization, the formation of its own independent intellectual property rights, the creation of "brand black box." With the "brand black box", it is beneficial to the protection of intellectual property rights, but also to brand marketing and communication, strengthen brand association and brand mystery, highlight brand personality, establish brand image, enhance brand culture charm and consumers' brand loyalty. To achieve brand transformation, the old name must change the traditional marketing method. Someone compared the Ruishangxiang, the head of Beijing Badaxiang, with the world's retail giant Wal-Mart. Ruiqixiang has a history of 100 years and started from the prosperous Dashilan. There are more than 30 shops when it is flourishing, but today there is only one store and it is cold. Wal-Mart has a history of decades and started in a small town of Arkansas with a population of 6,000. Today it has more than 4,000 stores and sells more than $280 billion. It is said that when Wal-Mart was founded, it was inspired by Rui Yuxiang. The common philosophy of their development is integrity, quality and low price. However, due to different business methods, the development scale and brand effect of the two companies are now very different. The implementation of modern marketing methods, especially the chain management method, is an inevitable choice on the road of the old brand. The old brands that adopt the modern business model often have better business performance. For example, the current chain business model in Beijing’s commercial sector has reached 42%. The turnover growth rate of this part of the company is 85.9%, and the profit rate is 7.78%. Both are higher than the average of the old names in the commercial sector. Reengineering system and mechanism Most of the old brands survive and develop in a freely competitive environment. The current business areas are mostly fiercely competitive and rapidly changing industries. Whether it is historical tradition or actual needs, we must adhere to market orientation and independent operation of enterprises. Old brands can have sufficient autonomy to effectively adapt to market changes and seize market opportunities. The reform of the old brand should be further deepened, and the state-owned capital should withdraw from the controlling position and no longer interfere in the internal management of the old brand. From the perspective of protecting and promoting the development of old brands, we actively guided market forces to intervene in the old-fashioned equity reform. Supporting state-owned and old-fashioned brands with high brand value and strong market competitiveness, they will introduce strategic investors through capital increase and share expansion, optimize the shareholding structure, or achieve full privatization, so that enterprises can obtain more development opportunities. In the old-fashioned equity reform, a reasonable value assessment of the old brand should be given to strengthen protection. In the process of restructuring, the font size can be evaluated. In particular, we should avoid the practice of multi-brand bundling and the integration of weak brands into strong brand companies. For example, Liu Biju, Tianyuan and Guixinzhai operate under the six-residence, and the Guixinzhai brand is basically idle due to lack of resources. The old name has existed for more than 100 years, and it can exist in the present. The story of the brand itself has an extraordinary appeal to consumers. Simply bundling multiple brands actually damages the old brand in a weak position. Promote the rejuvenation of old brands The old name is proud of the old, open the old website, and the first sentence in its introduction is to tell people how many years I have. It is precisely because of the "old" that they lack the entrepreneurial enthusiasm and innovative spirit, relying on the old and selling the old, the image of an old-fashioned dragon clock in the market. When we drink Coca-Cola, no one will think that it is more than 100 years old, the brand promise of “getting your spirits anytime, anywhereâ€, so that you will always feel passionate and always young; when we drink Nestle coffee, Often enchanted by its savory flavor, no one would think it will be in its 100s. This is the fundamental difference between Chinese and foreign old brands. The modern brand should be an evergreen tree. The longer the brand, the deeper the cultural heritage, the longer it will be, and the more vivid the image. The old name should forget its age, that is, the old name should be younger, the passion when starting a business, the forward-looking design in strategy, the innovative thinking, the innovative management, the young mind and the young business age. The key to the transition to modern brands. Therefore, it is necessary to actively promote the “aging of the old brand†project, and carry out detailed design in the aspects of younger concept, younger system, younger management, younger technology, younger management methods and younger ways, younger image and younger brand. System advancement. When one day old brands really forgot their natural age, with a younger business age, and won more young loyal customers, the old brand has a new life on the road of modern brands. Of course, emphasizing the rejuvenation of old brands is not a complete loss of tradition. Many things of the old name are to be proclaimed, including material and non-material cultural heritage. In the process of rejuvenation of the old brand, the brand's cultural core is adhered to, and the brand management idea and management method are changed.
In addition to the simple product experience, the consumption behavior of modern consumers is also largely influenced by brand cognition. The brand association formed by the history of hundreds of years or even hundreds of years provides a way for old brands to enter new fields. Basically, compared to fully emerging brands, the cost of entering a new product area will be less. In this regard, French Hermes has provided us with a living example.
Second, the strategy to achieve a successful transformation
Change marketing approach