National Bedsheets Arouse Nostalgia

Just now

At the 2012 China time honored exhibition, the "old brand" product was popular with the public. The "national bed sheet" which became popular unexpectedly on the Internet became the "Star" at the scene.

In recent years, many "old brand" enterprises have been under a lot of pressure under the new brand and foreign brands' internal attack. Many brands have finally fallen down, and are gradually away from people's vision.

Insiders and experts believe that "

"Unexpected popularity" is a sample worth learning from. "Old brand" enterprises carrying national memory should not only act on product innovation, but also have great efforts in marketing methods and product quality.

"Old brand" nostalgia tidal attack

Recently, a printed old fashioned bed sheet has been booming on the Internet. It has been kindly called "national bedsheet" by netizens, triggering the upsurge of "drying sheets".

Many netizens have said that they also have a bedspread of the same style in their home, and think that this bed sheet that was popular decades ago, whether it is flower color or material, is "classic".

In fact, the manufacturer of this sheet is the Shanghai min Guang sheeting factory, which is a famous brand enterprise of "China Time-honored Brand", and its products are still being sold nowadays.

After the popularity of the Internet, "national sheets" have also been in Shanghai recently.

Many people even came to "rush to buy".

"More than 20 years ago, I used this sheet when I was married. I felt very cordial and had a good hand feel, and it was not easy to wrinkle."

Yao Yao, a Shanghai citizen, told reporters that "national sheets" were popular in those years.

Zheng Suwei, deputy director of strategy research of Beijing wisdom cube Consulting Group, believes that many "old brand" products are "classic" in the hearts of generations of consumers.

The popularity of "national bedsheets" is not surprising. This kind of "national memory" that we all cross over the time and space is the basis of the vitality of the old brand.

With the constant forwarding and discussion of netizens, people's nostalgia has also been upgraded from "national sheets" to all kinds of time-honored products such as "national washbasin" and "national watch".

On Taobao, these nostalgic products are also popular with consumers recently.

Netizens "highland barley grass" said, "old people feel very cordial, in addition to national bedsheets, I also remember the childhood used the hundred antelope, as well as childhood oil paper wrapped moon cake, but now many can not find."

Did the "old brand" never go far?

Li Guangdou, a brand strategy expert, believes that the "nameless" popularity of "national sheets" has led to a series of old brand yearning craze, which reflects the satisfaction and remembrance of consumers in spirit and psychology.

The reminiscence craze caused by the "national sheet" has also attracted many people's feelings. Although many "old brands" have gradually fade out of people's sight, consumers' "old brand" complex is still strong.

Zheng Xueqin, vice president of China Brand Research Institute, said that in the era of constantly updated brand consumption, despite the emergence of new brands, the Chinese time-honored brand, as a historical symbol, has the advantages that other types of enterprises are unable to possess, and still has great influence and attraction.

Data show that Shanghai is an important gathering place of the "time-honored brand" enterprises in the country. At present, there are 180 "China time honored brands" identified by the Ministry of Commerce, ranking the top in China.

Shanghai brand watches, Phoenix bicycles, Shanghai

...

These famous brands of "time-honored brands" have left unforgettable memories in the hearts of generations of Shanghai people and even the whole nation.

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Insiders pointed out that the time-honored brand is a valuable cultural resource inherited from history, but although this is a "gold lettered signboard", this signboard can not become a natural "treasure bowl".

An indisputable fact is that in the fierce market environment, some old brand brands have been "stuck", but there are also many familiar brands of time-honored brands under the strong impact of market competition, which have been running gloomy for a long time, or even "falling".

According to the "Shanghai brand development report" released by the Shanghai Academy of Social Sciences this year, the existing brand of Shanghai's time-honored brands has only about 10% of its scale and good results. About 70% of the brands that are running poorly and maintain their current status are about 70%, and about 20% of them are on the verge of bankruptcy.

Can the "old brand" usher in the "second spring"?

Experts point out that in today's market competition environment, the reason why the "old brand" has declined is that there is a lack of effective brand management system. Only by the accumulation of brand capital, lack of talents and capital, the brand has been submerged in the wave of brand consumption over time.

How can the attractiveness of time-honored brands be brought into play? Is it possible to replicate the popularity of "national sheets"?

Zheng Suwei pointed out that the popularity of "national bedsheets" was driven by the widespread publicity of netizens' "unintentional", which also gave the "old brand" enterprises a waking up.

The connotation and cultural value of the "time-honored brand" is based on consumption. Therefore, we should do more publicity and promotion, and work hard in marketing and channel planning. This is the key to the brand marketing of "old brand".

Li Guangdou believes that consumers have nostalgia for old brands, but how to make use of them to conduct cultural marketing and turn them into real sales force is the key.

"National bedsheets" have become popular again, but in fact, young people are more willing to choose some fashionable brands.

Therefore, the "old brand" should enhance the added value of the product, inject some fashion elements into the nostalgia mood, pay attention to market development, and let the old brand rejuvenate.

Liushen Florida Water's advertisement "the past and present life of toilet water" has been widely praised on the Internet. Its content is to let the post-80s and post-90s consumers really understand what the most common and growing Liushen Florida Water is and recall their childhood memories.

In addition, many netizens also pointed out that "national sheets" have been touted, not only because it has aroused people's nostalgia complex, but also because these old products have not been bad for decades, and are synonymous with good quality.

Therefore, it is always the key to ensure the quality of the time-honored brand.