The Key To The Old Brand Of Shoe Industry Is To Clarify The Property Rights Of Old Brands.

In recent years, those in the hearts of the deep ploughmen

Under the impact of the international brand, it gradually became "desolate".

Then, under the background of economic globalization, how should China's traditional brands, especially the old brands of Shanghai, respond?

Fortunately, Shanghai's official departments are planning to revitalization of many old brands. A few days ago, it was reported that "Shanghai Guosheng Co., Ltd., an industrial investment platform under Shanghai's SASAC, is planning to prepare old brand investment funds to support Shanghai's old brands."

"Brand is the important crystallization and carrier of innovation.

There are a large number of famous brands in Shanghai, which are the fruits of generations of painstaking efforts and must be developed.

Shanghai City SASAC official interviewed by the media.

Old brand problems

The so-called general consensus of the old brand is that it has inherited and integrated the excellent cultural traditions of the Chinese nation in the long term production and operation activities. It has distinct regional cultural characteristics and historical traces, has unique technological and operational characteristics, and has gained the corporate name and product brand widely recognized by the society and good business reputation.

However, Chen Yi, director of strategic business operations at IDEO, China's design consultancy, believes that the old brand should have both historical value and long culture, and also a driving force for innovation.

Hu Jinming, partner of Shanghai Bao Shi Culture Communication Co., Ltd. pointed out that this actually means that the real old brand should not only stay in the memory of consumers, but also should adapt to the current market situation and make itself a "protagonist" rather than a supporting actor.

It can be seen from the current situation that not all old brands are very moist.

According to the data provided by Yu Mingyang, director of the Brand Research Institute of Shanghai Jiao Tong University, 1500 of the 12000 old brands in the country live and 150 live pretty well. "About 10 brands live very well.

Such as Wang Laoji and Quanjude (002186).

The old brand of Shanghai -- "Butterfly"

For example.

Public information shows that until the late 90s of last century, "Butterfly" sewing machine also had very good business performance, but not many years later, with the large-scale popularization of Western mechanized industry, it gradually withdrew from the mainstream market and remained silent for many years.

Hu Jinming believes that the example of Lao Fengxiang is also worth seeing. It is not a bad performance. It is just another problem of the old brand -- too conservative.

Data show that since 2001, the profit of Lao Fengxiang has increased by almost 10 years.

The total sales volume of Lao Fengxiang has risen from 710 million yuan in 2001 to 20 billion 500 million yuan in 2011, and its brand value has reached 6 billion 79 million yuan.

However, the survey of Shanghai's Creative Industry Exhibition and service platform has found that the main consumer groups of old Feng Xiang are older, and their designs tend to be conservative. At the same time, he is faced with a dilemma: on the one hand, we must maintain the brand tradition of a hundred years, and on the other hand, we must seek breakthroughs to get a foothold in the young consumer market.

"For brands, there are only two choices. One is to conform to the trend of change and one does not conform to the trend and become a traditional classic."

Yu Mingyang also believes that these two choices are hard for brands to choose. "You can't change them, only to satisfy the needs of the older generation of consumers. You may lose many brand heritage if you change."

How to break through tight encirclement

The above problems are exactly what the relevant departments in Shanghai are trying to solve.

He Shouchang, deputy director of the leading group office of Shanghai cultural and creative industries, told the media that "the revitalization of old brands in Shanghai is inseparable from the three dimensions of government, social ecology and intermediary organizations."

He Shouchang believes that "revitalization" of the old brand is not only a need to inherit the culture of Shanghai, but also a need for economic pformation. "Rejuvenation has both social benefits and economic benefits".

"Old white rabbit, Lao Fengxiang, Butterfly brand, Heng Yuan Xiang and a number of old brands are an important asset of Shanghai. Shanghai people have deep feelings for them. It is not easy for old brand enterprises to persist in continuous development for many years."

In June 7th, according to Dongfang Internet, Yu Zhengsheng, Secretary of the Shanghai Municipal Committee, also said that in the face of the new situation of pformation and development, different strategies should be adopted for the revitalization of different old brands.

In this regard, Yu Zhengsheng suggested that we should actively expand the market and enrich the varieties of traditional products.

To attract new, especially young consumer groups, to recognize and identify old brands; to make more efforts in resource integration, to break through the constraints of cost elements, to expand the space for enterprise development; to be good at combining with cultural and creative industries, to create brand image in multiple channels and forms, and to enhance brand influence and competitiveness.

Yu Mingyang believes that "finding a balance between tradition and fashion is the core topic in the development of old brands."

Weng Xiangdong, general manager of Shanghai Jie Xin Marketing Consultancy Co., told the media that for more old brands in Shanghai, "the first step of rejuvenation is the clarity of property rights", which will be auctioned after a reasonable assessment of brand equity and industrial assets.

At the same time, in view of the uncontrollable motivation of foreign acquisitions, we should give opportunities to private enterprises because they have the motivation to make big businesses and dare to bet on the future.