Shi Lihua: Lao Fengxiang Does Not Go To Sea To Hang An Advertisement.

How to internationalize and Internet become the two major questions facing China's "time-honored brand".

Recently, reporters have combed the domestic brands that have opened stores abroad, including PEAK, Hongxing Erke, Bosideng and AOKANG brands.

But the real "old" Chinese "old" is very few. It is no wonder that Lao Fengxiang, who has entered the United States and Australia and will march into Canada, appears to have such a signification.

In December 10th, the 2014 independent brand innovation Symposium and the 2014 Huangpu District old brand forum, Shi Lihua, general manager of Shanghai Lao Feng Xiang limited, said that Lao Feng Xiang opened his shop to Australia, the United States and Canada, "not to hang an advertising billboard, but to do a solid market".

Shi Lihua saw the difference in demand between Chinese and foreign jewellery market.

"The biggest difference between the Chinese market and the European and American markets is that the structure of the products is different."

Shi Lihua said that China's jewelry market reached about 400000000000, of which gold jewelry accounted for more than 80%, while the United States about 100 billion dollars in jewelry, diamond jewelry accounted for more than 70%.

Therefore, for Lao Feng Xiang's participation in the world competition, "in addition to the pursuit of a certain number of sales, it is more important to study the brand of Lao Fengxiang, including the domestic sales structure, to learn from the European and American countries, and strive for some major structural adjustment and business adjustment."

In this newspaper's combing domestic brands, Bosideng, which has not been profitable for a year, has also opened nearly 267 stores in AOKANG in 10 years.

Whether or not we have made a thorough investigation and analysis of foreign markets and consumers or have detailed business plans, it is a persistent problem whether they can really develop.

It is easy to go out, but it takes time to stand firm.

In addition to the internationalization of the big proposition, Internet is another test for China's time-honored brand.

As the time-honored brand of China

The birthplace and important gathering place of Shanghai, according to the statistics of the Commerce Commission of China, the Shanghai time honored brand occupies 73.3% of the total number of Chinese time-honored brands.

The total number of "Chinese time-honored brands" is 180, of which 96 are in Huangpu District, and the number of old and old brands is among the best in the country.

However, there are many

Facing the problem of brand decline and consumption group loss.

In these forums, An Shihui, the cloud figure CEO, who is doing the electric business of two old brand brands in Shanghai, says that traditional enterprises will still have some obstacles to pform or optimize the internal organizational structure and the entire value chain of traditional enterprises by applying new technologies and new ideas.

Fortunately, the Internet consciousness of traditional enterprises has changed greatly in recent years. It has changed from the original electricity supplier as one of the channels, hoping to enhance interaction with consumers and understand demand through new media, that is, to get consumers' data value.

Lu Xiao, a professor of management at Fudan University in Shanghai, who studies luxury management, said in the forum that old brands or traditional brands must be based on the needs of the local market in the process of inheritance and operate and innovate with the best technology and material and management experience.

For the future trend of the Internet, Lu Xiao believes that the Internet business is only a possibility of high-end consumer goods distribution. The future is not the brand being dispersed by the Internet platform, completely in accordance with the Internet thinking mode.

In his view, when a new thing comes, it must be a process of mutual gaming and integration, and then advance together.