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The Old Brand New Story, Lao Fengxiang, Reached 3 Billion In September.

2013/10/11 9:21:00 34

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more than 10 years ago, the old brand that was founded in Shanghai in 1848 is still lingering in its predicament.

In the 2001 a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107105" > Lao Fengxiang < /a > lowest in 2001, the total sales volume of the whole country was only 710 million yuan, and the net profit was only $5 million 740 thousand.

Shi Lihua, the general manager of this year, has been observing another jewelry brand Cartire, P.

Founded in 1847, Cartire was born a year earlier than Lao Fengxiang. However, there is a significant gap between the two brands. Cartire has effectively embodied its value since its establishment, while Lao Fengxiang has problems in its operation and development in the late 90s.

After P, Shi Lihua made bold reforms to Lao Fengxiang.

By 2012, the sales volume of Lao Fengxiang has reached 24 billion 997 million yuan, and more than 700 chain stores and more than 2300 sales outlets all over the country, with a market coverage of more than 90%, and < a href= "http://news.sjfzxm.com/news/list.aspx? Classid=101112107107" > market share > /a > 11%.

Lao Feng Xiang is one of the brand names of rebirth of "Nirvana" in the "time-honored brand".

In fact, many of the international brands that consumers admire now, such as Hermes and LV, are old brands, many have a history of hundreds of years, but many of them have been ringing in China, or have fallen only with mottled faded signs or difficult operations.

How to inherit and innovate the time-honored brand?

"old tree sucking new shoots"

Lao Feng Xiang can "draw new shoots from old trees". Shi Zhangqiang, founder of Jinkun cultural development group, believes in the revival of Shanghai's old brand. The important reason is that after the shareholding system reform, the management mechanism has been innovated and the old Feng Xiang has been gradually pushed to the market, so that it can optimize the allocation of resources in the market competition.

under the state-owned system, the old brand has been endowed with new vitality and vitality through reform and restructuring.

In 2000, apricot flower house was restructured, from 200 million of main business income, 6 million of profit to 2 billion of main business income and 200 million of profit. Xinghua Lou moon cake became the first brand of Chinese moon cake, and its income was over 600 million in 2012.

"when the old brand wants to really go on, it must scale up and integrate with the current capital market."

Zhao Linghuan, President of Hongyi investment (Beijing) Co., Ltd.

Ten years ago, Quanjude also worried about whether it could be passed down, but today this worry may not be so strong.

Quanjude from an old brand, through expansion and integration with the capital market, has made the modern commercialized catering group with the old name as the head.

In Zhao Linghuan's view, this path should be of reference significance.

Qianmen Street, Beijing, has many old brands. Despite the great support of the government, many of them are already out of sight. There are also some old brand names that are not able to continue to adapt to the market demand because of the progress of the times and the change of consumption concept. For example, a well-known fan farm in Hangzhou has a history of fan making for more than 100 years, and now it is vanished due to the weakening of fans.

however, other old brands, though facing the changes of the times, have also had a disruptive impact on traditional businesses, but they have developed for a long time and have been highly sought after.

although the new technology, new technology and new materials are emerging one after another, it is not easy to achieve original innovation of products. Dong Xijian, general manager of Shanghai Industrial Development Consulting Co., Ltd., however, if the old brand is innovating in concept, repackaging and advancing with time, it may inspire the vitality of old brands.

dialogue with young people

the initial existence of the time-honored brand is that it will be remembered by everyone if it is fashionable and innovative.

But now, after 80 and 90, the consumer market has become the mainstream. The old brand must face the new market and face the future. The problem is how to eliminate the generation gap and what language to talk with young people.

Dong Xijian thinks, < a href= "http://news.sjfzxm.com/news/list.aspx Classid=101112107108" > old brand < /a > if the enterprise does not introduce new ideas and new stories, young people will never embrace you.

A more than 100 year old DuPont Co has launched different ideas in every era. In the 50s of last century, "DuPont always thought of you". In the 70 and 80s of the last century in the green era, he put forward that "DuPont's color is always green." in 1990s, in order to reflect the concept of life and technology, DuPont was put together with you.

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"old brand also needs to keep changing with the concept of the times."

Gui Chenggang, chairman of Shanghai Hui Li shoes industry Co., Ltd., said that, like many old brands, Huili also had a hard time. Sales in 10 years or so ranged from 100 million yuan to 150 million yuan.

Now, in the eyes of young consumers, it has turned into a "rebound". Sales reached 500 million last year, and this year, even though the industry is sluggish, it is expected to reach 700 million yuan.

Before P, Huili did professional sports brand. Now, with the rise of national fitness, Huili has positioned itself as a sports leisure brand.

In terms of business mode, Huili has changed from manufacturing enterprises to brand operators. Nowadays, the use of light assets mode has more than 1000 stores in the country, and it is expected to expand to 2000 in ~5 3 years.

let the return force to return to the youth's vision is the interesting news of the Hollywood stars who were discovered on the Internet back in 2008, and the back force also helped to add fuel to the flames.

Since then, Hui Li has seized the opportunity of 2008 a href= "http://news.sjfzxm.com/news/" > Olympic Games < /a > and 2010 World Expo, and opened the door of "open design" to students in Shanghai universities, and implanted the idea of fashion movement into young people's minds.

in fact, the brand can play a leading role and let consumers have a special liking. Apart from the hardware of the product itself, such as "making fine workmanship, exquisite quality, exquisite style and exquisite service," Dong Xijian believes that word-of-mouth, legend, story and other software are more important.

"many old brands are still talking about yesterday's stories, and many of the popular stories today are stories of the entrepreneurial age."

Dong Xijian said that yesterday's story is too old to be consistent with today's times. Young people will feel that the brand is old-fashioned and backward.

Therefore, the old brand should not just be "old yellow calendar", but think about how to tell today's brand story, and better communicate with young people.