Let The Business Old Brand Shine

"The headhorse is the source, and the foot is in the inner League, wearing Rui Xiang Xiang..."

This old Beijing folk ballad reflects the status and glory of the business old brand in the eyes of the ordinary people. However, today, with the vigorous development of the socialist market economy, the once glorious old brand is faced with survival crisis and development dilemma.

The "time-honored brand" is an established concept. It is a unique category in the Chinese business field. It usually has the following characteristics: many years of successful business experience; a reputable and traditional cultural connotations; a proprietary processing technology and unique products or services; mainly made of handmade products, self produced or sold in front of shops.

According to our understanding, in the early days of the founding of the PRC, there were about more than 10 thousand time honored brands, involving retail, catering, medicine, food processing, tobacco and wine processing, residential services (including photography, hairdressing, washing and dyeing, bathing pools, etc.), bookstores, silk, Arts and crafts, antiques, antiques and other industries.

They are mainly distributed in historical and cultural cities such as Beijing, Shanghai, Nanjing, Hangzhou, Tianjin, Xi'an, Fuzhou and Chengdu.

In 1993, there were more than 1600 "China time honored brands" listed by the commercial authorities at that time, mainly in catering, food, medicine, retail and other industries.

The old and famous enterprises have experienced the process of family business - public-private partnership - state-owned enterprises. Under the market economy, their system and operation mechanism are out of line with the market demand, and the old system is hard to adapt to the requirements of the new era.

According to the correlation analysis, twenty percent of the more than 1600 "China time honored brands" are facing long-term difficulties in losing money, some even being eliminated by the market, seventy percent being reluctant to maintain the status quo, and only ten percent being young and well managed through reform and innovation.

The development of business old brand is very serious.

The old word number is the commercial golden section, because the urban pformation often encountered the "pain" of the demolition.

Many old brands were forced to retreat to remote areas lacking commercial atmosphere, some even "dismantled" instead of "moving". The loss of business outlets was serious, leaving an old brand sign.

For example, Beijing's "rice village" is located in Dongzhimen, Xizhimen and other places of 5 direct shops because of demolition no longer exist.

The system pformation is difficult.

As the old and famous enterprises have gone through the joint venture and nationalization, there are many problems such as the indistinction between government and business and the unclear ownership. In the process of restructuring, enterprises are faced with many historical problems such as the property rights of enterprises, the property rights of businesses, and the replacement of employee status.

For example, when the Shenyang old brand "Lao Bian dumpling" was pformed into a private enterprise, the successor of "Lao Bian dumplings" proposed that he should have shares and preemptive rights, but lacked the relevant legal provisions.

The brain drain is serious.

The core competitiveness of the time-honored brand is unique technology, which is mainly taught by traditional "master apprentice" way.

However, under the state owned system, the time honored employees are relatively low in treatment and lack of incentive mechanism. Technicians are often taken away by private enterprises, and it is difficult for enterprises to recruit talents that are in urgent need. For example, the average age of employees in Beijing's blue and dry dyeing and dyeing company is 46 years old, the average age of management cadres is 50 years old, the age is large, the educational level is low, and the successors are few, which seriously restricts the development of the time-honored brand enterprises.

There is no innovation mechanism.

Most of the old brand enterprises are manual shops, relying on their unique technology and products, pursuing "good wine without fear of deep alley", emphasizing more on "inheriting tradition" and maintaining "traditional characteristics". They are conservative in their business philosophy, stick to the rules, and fail to adapt themselves to market changes in the management mechanism and management mode of enterprises, especially in product development and market sales.

The marketing mode of Wang Ma Zi scissors factory "decades like one day" eventually led to bankruptcy.

In the development of the socialist market economy, some old brand enterprises overcome difficulties, innovate and go out of a successful road of development.

The system innovation has strengthened the vitality of enterprises and strengthened the vitality of enterprises. The time-honored enterprises have straightened out the relationship of property rights through restructuring and institutional innovation, realized the pformation of management concepts, established a scientific management mechanism centered on institutionalized management, got rid of the serious predicament faced by the survival and development of enterprises, enhanced their ability of self renovation and renewal, and stimulated the power and vitality of the development and innovation of time-honored brands.

The predecessor of Xi'an catering service (Group) Limited by Share Ltd is a traditional state-run company affiliated with more than 10 "Chinese restaurant brands", such as "Xi'an restaurant" and "Lao Sun Jia restaurant".

In 1994, the whole system was restructured, and successfully launched in 1997. It has become a modern enterprise focusing on catering services, hotels, hotels, tourism and leisure.

In the system, the company innovating the management framework and operation mode of "first level legal person, two level management" and "two systems" (financial management, investment management), "two release" (management right, personnel power), "one open" (financial disclosure), and has gained new vitality in innovation and change.

Beijing Quanjude Group company starts from the relationship of enterprise property rights, and establishes an asset operation system with government authorization, clear property rights, two rights separation and hierarchical management. After the shareholding system reform, the merger and acquisition of more than 20 old brand enterprises in Beijing, through pformation and asset reorganization, creates a joint fleet of Beijing restaurant and time-honored brand.

Hangzhou Catering Service Co., Ltd. reforms its old brand enterprises, such as "understanding the taste" and "Kui yuan hall", straightens out the relationship of property rights, and changes the single state economy to the pluralistic economy coexistence, so that the interests of operators and workers are closely integrated with the development of enterprises, and the vitality of enterprises is enhanced and entered a healthy development track.

Beijing China Photo Studio Co., Ltd. set up the investor system, expanding the natural capital of enterprises, pforming independent state-owned enterprises into independent modern legal person enterprises, completing the pformation from the old state-owned enterprise management mode to the modern enterprise system, and the development of enterprises has embarked on the road of rapid growth.

The business innovation of the company has led to the improvement of the old brand competitiveness. The institutional innovation has led to business innovation. After the restructuring, the old brand enterprise has got rid of the constraints of the old system, actively implemented the modern circulation organization mode, and improved the core competitiveness of the old brand in the process of innovation and development.

To expand the popular market.

The time-honored brand enterprise originates from the populace, develops in the characteristic, the high quality service.

After the reform, the time-honored brand enterprises attach great importance to the pformation of management concepts, adhere to the market orientation, constantly open up the mass market, and develop mass management.

According to the change of consumption demand, the time-honored brand enterprises of Xi'an catering group have adjusted their products in a timely manner, highlighting the historical and cultural characteristics of the three Qin Dynasties, developing ethnic food and beverage products, and making full use of the holiday market. The company's holiday catering business revenue has accounted for more than 50% of the annual revenue.

Beijing Quanjude Group has developed hundreds of innovative dishes represented by "duck seats" and "duck four eating", which are welcomed by consumers and meet the needs of common consumption and frequent new consumption.

The implementation of modern circulation organization mode.

The time-honored brand enterprises introduce chain operation mode in innovative operation, and create a new brand chain development mode.

Beijing Quanjude Group has learned from the advanced chain development experience and established a set of management systems including intangible assets, chain development, quality operation, unified distribution, education and training, providing support and guarantee for the development of Quanjude brand chain operation. At present, the company has nearly 60 brand member enterprises and has become a multinational chain catering group.

Xi'an Food Group Co., Ltd., drawing lessons from the standardization experience of McDonald's and KFC, has established standardized food management center, and has used brand effect to provide specialized and standardized catering management services for 6 military colleges and communities catering to the PLA's Xi'an Communications College.

In addition, many old brand enterprises actively adopt advanced technology and equipment, constantly increase their technological content, pform traditional processing equipment and production processes, introduce industrial production mode, carry out e-commerce such as ordering online, implement digital internal control management system, and so on, and promote the industrial upgrading of time-honored enterprises.

We should take advantage of the brand.

In the market competition, the time-honored brand enterprise adheres to the unique operation mode and the typical main industry characteristic product that has been formed for a long time, and uses the brand advantage to open up the management space, implement the strategy of diversified innovation and development, and actively develop the food industry and related industries on the basis of the main products, thus opening up a new way of operation.

On the basis of catering, the Guangzhou Restaurant Group has introduced production lines, developed food processing industry, developed more than 100 products such as quick-frozen dishes, Cantonese style preserved ham and so on, and established more than 30 food sales chain stores in prosperous communities and communities, which are well received by consumers.

Its moon cake business is among the best, with an annual output value of up to 150 million yuan.

Shanghai Xinghua Lou food and beverage joint stock company has developed brand management, established a food processing chain integrating production, supply and marketing, developed various kinds of Chinese and Western dim sum products, and formed the scale of production, marketing network and serialization and standardization of products. Last year, during the period of SARS, the opportunity for catering and food takeaway increased significantly, and 30 food Monopoly chain networks were developed every 10 days at 1 stores.

In 2003, compared with the previous restructuring in 1997, assets increased in value and increased by 677%.

Xi'an catering group company plays a leading role in the capital operation by taking advantage of listed companies, annexing Xijing Hotel, trusteing Tang Cheng group and purchasing Yongning palace, realizing diversified innovation and making bigger and stronger in the development of innovation.

In the process of reform and innovation, we insist on inheriting excellence, learning from modern ideas, enriching cultural connotations, combining enterprise culture with brand and integrity system, maintaining brand with integrity, and innovating corporate image with culture, improving the brand influence of time-honored brand.

The Quanjude Group of Beijing summed up the Centennial culture comprehensively and refined the essence, forming a virtuous circle of culture leading marketing and marketing promoting culture; and investing in filming TV series reflecting the historical development of Quanjude, expanding the social influence.

Xi'an catering group company integrates the concept of corporate culture, and builds the corporate image by developing typical trees, engaging in professional dedication, training and education, and cultural entertainment.

It is a crystallization of diligence and wisdom of business entrepreneurs and laborers in the past dynasties. The time-honored brand is not only a glorious legacy of China's commercial civilization, but also a gem of Chinese traditional culture.

Therefore, first of all, we must attach great importance to the time honored brand and strengthen the protection of the old brand. We can put the protection and development plan of the old shop in the urban development plan, implement the hearing system in the expansion and expansion of the urban commercial network, protect the distinctive traditional commercial blocks and valuable old words, and give reasonable compensation in the demolition and pformation.

We should also strengthen the protection of intellectual property rights such as trade names, products and traditional crafts. The qualified old brands should give priority to the recognition of "well-known trademarks" and be protected by law.

In addition, we should establish a support system for the reform and development of the old brand.

The relevant government departments should actively support the reform and restructuring of the old brand, coordinate and solve the historical problems left over by the old brand, guide the time honored brand to speed up the establishment of a modern enterprise system, encourage and support enterprises to develop modern management methods such as chain operation, and promote the modernization of the old brand.

It is also possible to set up a time-honored brand development fund in China to support potential enterprises with time-honored brands, study and formulate the evaluation system of old brand standards, excavate and organize and publicize the time-honored brand culture, and support the "going out" of the time-honored brand enterprises and explore the overseas market.

We firmly believe that many years later, people will not only enjoy the "Quanjude" delicacy and the "Rui Xiang" clothes, but also enjoy more sophisticated products and considerate services of the time-honored brands.